Maxus India is part of a GroupM and WPP global network of local media agencies. Embracing technology and innovation, they help clients benefit from the brilliant opportunities that change creates. Anand Chakravarthy, Managing Partner at Maxus India talks about how Zapr allows media planners to delve deeper into consumer data for real, actionable insights.
“Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at far greater quantum of data.”
- Anand Chakravarthy
Managing Partner, Maxus India
“The first thing that really excited us about Zapr was the fact that it is based on a real consumer insight. We know that more often than not, while watching television, we have our smartphones right next to us, and we’re actually browsing on various apps on our smartphones while watching television. This is a behaviour that is exhibited across age groups and across most houses. There was a huge opportunity to actually connect how consumers are behaving at home, meshing between their mobile phones and TV, and actually capture what they’re watching on television. There is so much data being generated because of an increasingly growing digital ecosystem. Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at far greater quantum of data. So finally here [Zapr] is a new technology that is leveraging consumer insight to give us deeper insights about television viewing.
“When we started looking at Zapr data, what was exciting was obviously the scale - 10 to 11 active users every month, 35 million user base. It really talks about millions of more data points that what you already have when it comes to television viewing. For us the exciting part was to really explore a new dimension of television planning, going beyond just looking at ratings and viewership to see how we could leverage Zapr to actually identify groups of specific brands, and then to look at what is the difference in television viewing between brand A versus brand B. So we ran a survey on the Zapr base and identified groups of audiences who use a particular brand and the second group who uses a competition brand. Then we actually deep dived into the Zapr data to look at their television viewing habits: how many of them were heavy, medium or light viewers of television. This whole exercise gave us really interesting actionable insights which we could put to use in the final television plans we recommended to our clients. All this wouldn’t be possible if we purely rely on current measurement system and that’s what Zapr allows you to do.
“In a world where data is becoming the new currency for actually planning campaigns beyond digital, Zapr suddenly opens up the opportunity to look at one of the largest platforms on which money is being spent - Television.”
“It [Zapr] allows you to add to what you’re doing with the current viewership data and provide far more insured inputs to take television planning to the next level. In a world where data is becoming the new currency for actually planning campaigns beyond digital, Zapr suddenly opens up the opportunity to look at one of the largest platforms on which money is being spent -- Television. And start redefining and refining how you can plan TV campaigns. So we think it’s a great start and we believe it’s a great opportunity to really use this platform and to really build far more robust television plans based on real consumer insight, aside from the fact that of course from a retargeting perspective, Zapr is enriching. It is already extremely useful and relevant because for any brand who wants to retarget consumers who have seen their ads or their competition’s brand this makes a whole lot of sense. However, I truly believe that the real magic lies in figuring out how can we use this data in really fine tuning and refining the way we look at television planning so that it becomes far more enriching for our clients and their business.”
