Case Study: Leading FMCG Company achieves 96.4% video completion rate and 95% CTV impressions with Rakuten Marketing

The New Household Staple for FMCG Brands

Rakuten Advertising partnered with FMCG and personal care brands to help them move TV budgets from linear to connected TV (CTV) and reach viewers on the biggest screen in a brand-safe, premium environment. As CTV consumption surged across Europe and Rakuten TV’s reach tripled, marketers needed targeted, measurable ways to engage audiences while maintaining brand safety and delivering strong completion and viewability metrics.

Rakuten Advertising delivered fully bespoke audience segments and curated AVOD placement across Rakuten TV, plus ongoing campaign optimization and a planned brand lift survey for transparency. The approach drove a 96.4% completion rate, 95% of impressions on CTV, and over 80% of FMCG partners renewed and increased investment across Europe, with top device exposures on Samsung, LG and Philips.