Cars24 analyzed the TV viewing patterns of their user base to plan an effective media plan for a successful campaign!
While apps have a wealth of data about their users based on online activity, there has always been a challenge in measuring the impact of offline campaigns among their user-base. This was especially important for Cars24, India’s largest platform for buying and selling used cars. The brand advertised on TV during India's biggest advertising quarter - the festive season.
Cars24 wanted to study the TV viewership habits of its users to create the most effective media plan. Based on this new media plan, the brand wanted to execute a TV campaign and analyze its performance.
The brand leveraged Zapr platform to identify and analyze TV ad viewership and content consumption of a representative sample of Cars24 users in priority cities where they operated.
“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.)
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.
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.
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.
Manager Consumer Research & Insights at Myntra
Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at
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
Managing Partner, Maxus India
…Data and technology
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…
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…
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
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.
Vice President at Pepperfry