What The Client Has To Say

“Working with ZAPR helped us further optimize our approach towards television media planning.

Given the inherent drawbacks of planning via BARC, such as a sample set of 35,000 – 40,000 users across only six cities, we needed a more robust and scientific method because we peg television as a major growth driver, allowing us to reach consumers across the country, and because advertising across television accounts for a significant proportion of our overall annual marketing investment.

Therefore, understanding the finer nuances associated with how our audience behaves via ZAPR’s insights not only helped us learn granularities associated with reach% and timepsent%, but also helped us reduce spillage in terms of investment that would traditionally be diverted to channels, shows and genres associated with high historic reach.

ZAPR’s methodology, wherein google advertiser IDs were first gathered to determine an overlapping base for only cohorts of interest, followed by determining potential pools of similar audiences and finally culminating in a media plan backed by multiple iterations of modeling to determine a desired reach% at an optimal frequency level allowed us to plan television based on insights derived via an exhaustive sample of 130+ million users.”

- Gajendra Jangid
Co-founder & CMO (Cars24 Services Pvt. Ltd.)