zapr insights: optimizing tv campaign spends

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

Like to know more about us? Reach out to us athello@zapr.in

Business queries: bhavna@zapr.inMobile app queries: sharan@zapr.in

Thank you!