Ad tracking study

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%


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-

Au

g

31-

Au

g

Lead

s G

ener

ated

No

. of

Inse

rtio

n

No. of Ins.

Total leads generated


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%


Commercial A Vs Commercial B


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


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


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


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


Zone Wise Lead Response

EAST Zone 13%

WEST Zone 26%

South Zone 21%

North zone 40%


North Zone Lead Generation

Delhi 61%

Uttar Pradesh 21%

National Capital Region

7%

Rajasthan 4%

Madhya Pradesh 4%

Chandigarh 2%

Punjab 1%

Haryana 0%


Tamil Nadu 36%

Karnataka 31%

Andhra Pradesh 17%

Kerala 16%

South Zone Lead Generation


West Zone Lead Generation

Maharashtra 84%

Gujarat 16%


Jharkhand 40%

West Bengal 34%

Orissa 15%

Bihar 8%

Assam 3%

East Zone Lead Generation


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


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%


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

Date post:	24-May-2015
Category:	Marketing
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Ad tracking study

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