Lenovo hails CTV brand lift from data-driven Yoga campaign on M6+
December 4, 2025 13.58 Europe/London By Julian Clover


Lenovo has reported strong brand and intent uplifts for its Yoga notebook range following a tailor-made Connected TV campaign on French streaming platform M6+.

Working with RTL AdAlliance and M6 Unlimited, Lenovo targeted two key segments: known notebook buyers identified via retail data from French electronics chain Boulanger, and affluent 18–35-year-olds based on M6+ first-party data. A 15-second spot for the premium Yoga line ran exclusively on M6+ via CTV devices, designed to recreate a high-impact, TV-like environment and undivided viewer attention.

A post-campaign Brand Lift Study showed Lenovo Yoga scores rising across innovation, market leadership and overall value, with purchase intent up by 13 points. Viewers highlighted the notebooks’ “iconic” design and perceived versatility and creativity, confirming that the positioning resonated with the target audience.

The campaign also set new engagement benchmarks: average attention time reached 11 seconds – 73% of the ad’s total length – outperforming standard BVOD campaigns by 7%, non-skippable video by 55% and skippable formats by 87%. Retail data targeting via Boulanger delivered the strongest attention gains, up 14 percentage points, underlining the impact of real-time retail signals in premium video environments.

Lenovo said combining retail data with a premium digital TV environment had been “a gamechanger” for reaching affluent, design-conscious consumers. RTL AdAlliance and M6 Unlimited described the 100% CTV activation as a showcase for European broadcaster-led data solutions, merging M6+ first-party data with Boulanger purchase data (via the Valiuz collaboration) to deliver precise, measurable targeting within a curated streaming environment.