ad tracking study
DESCRIPTION
Ad Tracking Study by ThereforeTRANSCRIPT
Therefore Consultancy and Services Pvt. Ltd.
Brand Communicates…. Media Broadcast… People Perceive…
About Therefore Solutions
Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology enabled marketing research and analytics solution provider
Our pioneering research and analytical methods help business measure equity, perception and position a brand appropriately amongst its target audience
Our analytics are designed to help a business understand the efficiency of the marketing and communication plan
In a nutshell, we provide an integrated platform in order to arrive at an informed decision
Response by Mediums
Offline 61%
BTL 31%
Online 8%
Offline v/s Online v/s BTL: Offline platforms generates double the volume of response as compared to BTL
Source: TC&S Period: From X to Y
Response by Offline Medium
TV 73%
Print 27%
TV v/s Print : TV is thrice the volume of print in terms response generation
Period: From X to Y Source: TC&S
Response by calling type
Missed Call 89%
Direct Calling
11%
Period: From X to Y Source: TC&S
Indentation To Lead Generation: TV
0
50
100
150
200
250
300
0
50
100
150
200
250
300
350
400
5-A
ug
6-A
ug
7-A
ug
8-A
ug
9-A
ug
10-
Au
g
11-
Au
g
12-
Au
g
13-
Au
g
14-
Au
g
15-A
ug
16-
Au
g
17-
Au
g
18-
Au
g
19-
Au
g
20-
Au
g
21-A
ug
22-
Au
g
23-
Au
g
24-
Au
g
25-
Au
g
26-
Au
g
27-A
ug
28-
Au
g
29-
Au
g
30-
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g
31-
Au
g
Lead
s G
ener
ated
No
. of
Inse
rtio
n
No. of Ins.
Total leads generated
Period: From X to Y Source: TC&S
State wise Lead Generation
Maharashtra
24%
Delhi 13%
Uttar Pradesh
11% West Bengal
10%
Karnataka 9%
Tamil Nadu 9%
Rajasthan 6%
Haryana 6%
Madhya Pradesh
6% Gujarat
6%
Period: From X to Y Source: TC&S
Commercial A Vs Commercial B
Period: From X to Y Source: TC&S
Commercial A 82%
Commercial B 18%
Duration impact on Lead Generation
0.00
0.10
0.20
0.30
0.40
0.50
0.60
40 sec 30 sec 20 secDuration of Edits
40 sec
30 sec
20 sec
No. of Ad Spots as per media plan
175 151 146
Period: From X to Y Source: TC&S
HindiMovies
Hindi GEC Reg. GEC Hindi NewsInfotainme
ntEng.
MoviesReg. News Eng. Niche Eng. News Lifestyle
Eng. Biz.News
Total 71 42 39 23 17 17 16 12 3 2 2
0
10
20
30
40
50
60
70
80Le
ad C
ou
nt
Total Leads as per Category
Period: From X to Y Source: TC&S
Star Gold Zee TV Zee News UTV Action IBN Lokmat Sony PixNDTV Good
TimesCNN IBN NDTV Profit Colors
Index 2.77 2.38 1.67 0.56 0.42 0.28 0.22 0.17 0.17 0.11
0.00
0.50
1.00
1.50
2.00
2.50
3.00
Lead
Co
un
t Total Leads as per Channel
Period: From X to Y Source: TC&S
Total Leads as per States
Maharashtra 18%
Delhi 18%
Karnataka 16% Uttar Pradesh
13%
Punjab 6%
Rajasthan 6%
Andhra Pradesh
6%
Haryana 6%
Haryana 6%
Bihar 5%
Source: BuzzAngles Period: From X to Y
Day Wise Lead Generation
0
20
40
60
80
Sun Mon Tue Wed Thu Fri Sat
Period: From X to Y Source: TC&S
Zone Wise Lead Response
EAST Zone 13%
WEST Zone 26%
South Zone 21%
North zone 40%
Period: From X to Y Source: TC&S
North Zone Lead Generation
Delhi 61%
Uttar Pradesh 21%
National Capital Region
7%
Rajasthan 4%
Madhya Pradesh 4%
Chandigarh 2%
Punjab 1%
Haryana 0%
Source: BuzzAngles Period: From X to Y
Tamil Nadu 36%
Karnataka 31%
Andhra Pradesh 17%
Kerala 16%
South Zone Lead Generation
Source: BuzzAngles Period: From X to Y
West Zone Lead Generation
Maharashtra 84%
Gujarat 16%
Source: BuzzAngles Period: From X to Y
Jharkhand 40%
West Bengal 34%
Orissa 15%
Bihar 8%
Assam 3%
East Zone Lead Generation
Source: BuzzAngles Period: From X to Y
Publication Name Lead Count Rank
HT City 165 1
Navbharat Times 53 2
Dhina Thanthi 47 3
HT Cafe-mumbai 44 4
TOI Delhi 41 5
Sakal-Pune 40 6
ABP+TT - Kolkatta 35 7
TOI Banglore 34 8
Guj Samachar 29 9
TOI Chennai 29 10
Grand Total 517
Media Vehicle wise Ranking
Source: BuzzAngles Period: From X to Y
Creative Size wise Index
-
20.00
40.00
60.00
80.00
100.00
120.00
below 300 sq. cm 400 sq. cm 825 sq. cm above 1000 sq. cm
Ad Size Period: From X to Y Source: TC&S
Creative Placement Wise Lead Index
0.00
20.00
40.00
60.00
80.00
100.00
120.00
Front Page RHP Page 3
Ad Placement Period: From X to Y Source: TC&S
State wise Performance BTL Activity
Maharashtra 26%
Uttar Pradesh 18%
Delhi 15%
West Bengal
7%
Karnataka 7%
Bihar 7%
Gujarat 6%
Tamil Nadu 5%
Rajasthan 5%
Andhra Pradesh 4%
Source: BuzzAngles Period: From X to Y
CONCLUSION
1. Offline campaign generated higher response that is positively proportionate to number of TV spots.
2. Response from TV is thrice the size of response from print
3. 20 sec Creative A TV campaign seems to be more effective than Creative B . Movies and GEC genre are more effective for generating response in Mah, Del, Kar.
4. 40 sec Creative B creative is effective in Hindi News and Reg GEC in Mah, Kar and TN.
5. North (Del) and West zones (Mah) are more responding to print campaign than East (Jhar, WB) and South (Kar, TN)
6. Front page Ads with more than 1000 sq. cm are effective where as among print vehicle HT city dominates the chart
7. Mah, Del, UP are more responsive to BTL activities.
Conclusion
WAY FORWARD
Brand A could focus more on TV campaign with around 20 sec edit especially for GEC and News genre
Maharashtra, Karnataka and Del are sweet markets where as East and major part of south need special focus
Print campaign can be half of the volume of TV campaign where front page Ads should be focused more. Del and Mah are sweet markets for print campaign
Mah, Del and UP markets are ready for more BTL innovations whereas Rajasthan, Bihar, Gujarat, TN, WB should be actioned with more precaution in the context of BTL
Way Forward
Thank You