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Pharmeasy Uses TV-to-Digital Attribution Insights To Create an Efficient TV Plan.

 

The leading pharma brand measured its TV campaign’s performance and effectively attributed app installs to TVC exposure.

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About the campaign

Understanding the impact of offline (TV) campaigns on digital conversions is key to building a well-integrated media plan. Pharmeasy, a leading pharma brand, was looking to understand the efficiency of its TV campaigns and its impact on new user acquisition for the Pharmeasy app.

 
 
 
 
 
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Objectives

Pharmeasy wanted visibility over the performance of its TV campaigns. The brand also wanted to know which specific channels and genres brought in the highest number of new users.

These insights would ultimately help the brand build a more holistic media plan for upcoming campaigns.

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Solution
The popular pharma brand joined forces with Zapr to access key insights about its TVC campaign by getting exclusive first-party data on its app users.
 
Zapr provided Pharmeasy with TV viewership insights of their app users on a channel and genre level, and also accurately attributed their TV campaign to new app installs.

 

 

Key Results

Top 3
Best-performing TV channels and genres identified
~14%
App installs attributed to a specific ad creative
~5%
TVC reach driven by a regional channel with limited ad spots

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What The Client Has To Say

“I have always been amazed by the kind of solutions Zapr has
provided us and to other brands, this is something unique
which no other partner is providing right now. Zapr helped in
simplifying the problem by providing us insights as we required.
The campaign was very well executed and turnaround time was
also commendable. We got to know the high impact channels/
genres and least important channels/genres for our TG.”

 

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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