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TV Campaign Impact Analysis for App Users during IPL and Festive Seasons

It’s a key quarter for all of us this year as IPL and the festive season are coming up. And our guess is that it’s also going to be an expensive one.

We expect a surge in media spends as the rest of the year was riddled with the economic side effects of lockdown. Besides, more spends mean more clutter of competing brands on TV.

A majority of the brands advertising during the IPL have an app presence. While app-based brands have a wealth of data insights on its users’ online behaviour, what it often lacks is offline data – which is key especially if you’re advertising during big-ticket events like IPL that requires equally big spending.

In this scenario, it becomes crucial now more than ever for brands to be on top of how their advertising efforts translate into app metrics.  

One such solution to this challenge is using Convex, which is the first product in the industry for app-based brands to accurately attribute app behaviour to TV commercial exposure. 

You can map where and at what time your TV ads were viewed by your app users and attribute them to specific digital metrics like installs and purchases. 

Attributing TV Ad Impact To User Actions On Your App 

Brands can now deterministically attribute every TV ad exposure to app installs and any actions taken such as app downloads, in-app browses, actual purchases made and even products left in cart. 

There are three types of insights that a brand can get from the attribution report:

  • Performance insights: Get attribution for specific digital metrics such as app installs or purchases performed when exposed to TV commercials on different channels, shows, genres, and time bands (eg: 8 PM - 9 PM).
  • Geographical insights: Understand TVC performance at state, socio-cultural region, city, and hyperlocal levels vis-a-vis the specified digital metrics.
  • Ad creative insights: Analyze which TV ad creative or language edit gave the best digital results, done at an ad-spot level.

For specific user cohorts such as active purchases or offer-based purchases (segmented by the client brand), we measure exposure levels by channels/shows/time-slots and also track the rate of purchases made for exposure to specific creatives. This is illustrated in the image below:

This way, Zapr can help you deterministically solve the end-to-end sales attribution like never before in India. 

For other businesses that either don’t have apps and have insignificant user-bases, a similar analysis can be done for their website by measuring visits and sign-ups against TV exposure.

Watch this short video to know more about the data cuts you can get with Convex:

 

Brands like Swiggy and Cars24 have used Convex during IPL and festive seasons before. You too can get end-of-the-funnel assessment and measure ROI for each campaign! 

Furthermore, you can plan your upcoming campaigns using the TV viewership insights of specific user cohorts you want to engage.

Want to know more about Convex? Download the e-book below or get in touch with us here.

 

Sruthi Veer
Sruthi Veer
Content writer ( + guitar & pool player) at Zapr Media Labs.

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