zapr insights: optimizing tv campaign spends
TRANSCRIPT
CASE STUDYZAPR INSIGHTS: OPTIMIZING TV CAMPAIGN SPENDSA major online travel brand uses ZAPR’s TV insights to optimize their TV advertising plan
The brand was launching a TV ad campaign soon and wanted to optimize it for maximum relevant reach across
top cities.
ZAPR helped the brand understand the TV viewing landscape of India better from a Mobile User
Perspective across different genres, channels and cities.
Goal
To optimize the brand’s TV plan using data cuts and insights extracted specifically for their target audience
MILLIONS OF TV VIEWERS DECODEDZAPR TV viewership data tracks TV watching behaviour of tens of millions of individuals across India.
This database was used to derive custom data cuts to help the brand understand the Indian TV viewing landscape and optimize their TV ad campaign spends for maximum impact.
Data
Data insights derived from ZAPR data: Audience overlap across top channels across genresAudience overlap across different TV channel genresAudience overlap across the days of the weekViewership trends across key cities
Overlap Analysis: Hindi Entertainment across various genres
BASE: HINDI ENTERTAINMENTCOLORED VENN: OTHER GENRES
ENGLISH ENTERTAINMENT
ENGLISH MOVIES HINDI MOVIES
HINDI NEWS
11%
24%
76%
ENGLISH NEWS
8% 52%
Overlap Analysis: English Entertainment across various genres
BASE: ENGLISH ENTERTAINMENTCOLORED VENN: OTHER GENRES
HINDI ENTERTAINMENT ENGLISH MOVIES HINDI MOVIES
HINDI NEWS
81%
52%
74%
ENGLISH NEWS
14%
53%
Top channels - Delhi
Top channels - Mumbai
Day-wise trend – Genres
Day-wise trend – Cities
Hindi Ent.
Hindi News
Delhi
Mumbai
The Result?
“ZAPR’s unique solution helps performance marketers like ours to get more confidence in the targeting with mass media advertising. ZAPR’s turnaround time for providing the
insights was incredibly fast”
- CMO, Client
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