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CarDekho Removes Duplication in TV Plan To Maximize Reach.

 

Zapr insights helped CarDekho reduce 40-60% spends in prime time for TV campaign.

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About the campaign

Understanding your target audiences’ offline preferences goes a long way in planning an effective media strategy. With this goal in mind, CarDekho, one of India’s leading automotive marketplaces, wanted to learn about the best channels and time slots to advertise on. In addition to getting them an unduplicated media reach, this would also help in reducing the company’s TV spends considerably

 
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Objectives
To create highly impactful media campaigns, CarDekho wanted to understand the TV channels that would help them gain unduplicated reach over their TG during the COVID lockdown. In turn, this would help them allocate their spending across various channels and genres optimally.
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Solution
The brand leveraged Zapr’s TV viewership data to maximize its reach while cutting costs and increasing its ROI. It managed to do so by identifying the channels most visible to its target audiences and allocated the budget accordingly.

 

 

Key Results

40-60%
Savings on Primetime Spends
50:50
Reallocation of Prime and Non-Prime Slots
X - Y PM
Best Prime Time Band
(available on PDF)

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What The Client Has To Say

“We followed the Zapr learning mixed with our experience
and understanding about our Buyer Persona. And, the magic
happened! We got a good response from the campaign. We are
looking forward to being associated with Zapr during our next
campaign too.

 

When I look at Zapr now today, it almost has become a must-have for your campaigns going forward because of this bridging that they are able to do between the offline and the online world.

Ajay Kaul

Chief Digital Officer, Club Mahindra

We have been experimenting with Zapr for several campaigns in the last few months and it has helped us reduce wastage, create better sequencing and enhance our targeting, all with one platform. It has been a valuable exercise.

Uma Talreja

Chief Digital Officer, Raymond Ltd.

We wanted to understand each and every consumer holistically… We started looking at their TV consumption on a daily basis for the past six months. 
We got great insight in terms of what kind of ads these users are viewing… what kind of creatives we should push to them, what kind of experience [users] should have on the app.

Juhi Singh

Manager Consumer Research & Insights at Myntra

Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at far greater quantum of data.
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

Anand Chakravarthy

Managing Partner, Maxus India

…Data and technology is going to play a bigger and bigger role in marketing communication business… Zapr is beautifully connecting the offline and online world – TV and mobile.

Tushar Vyas

Chief Strategy Officer, GroupM South Asia

…they [Zapr] have built out a good platform on the technology side which is very useful. On the other side, from the people’s standpoint, I think they are extremely hungry for making sure your client gets the best…

Subramanya Sharma

CMO at Cleartrip

I really wanted to know at a very granular level, using big data, what the Indian consumer was actually viewing. And I think Zapr really came out with that solution…

Mallikarjun Das

Group CEO, Starcom India

I think it’s a fantastic new tool for everyone whether for a content creator, broadcaster, person in the digital media, advertiser or any other kind of stakeholder. I think it’s going to really revolutionize the way we are looking at getting some sense of data, how people are watching and consuming media

Arnab Goswami

Managing Director of Republic TV

Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.

Mihir Kulkarni

Vice President at Pepperfry

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