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 India’s fastest unicorn startup - leading online food delivery app ‘Swiggy’. The brand ran huge campaigns on TV during two of the biggest advertising quarters in India - IPL and festive seasons.
Swiggy wanted to measure the effectiveness of its TV ads specifically among app users. Simultaneously, it wanted to study the TV viewership habits of Swiggy users to create highly impactful TV campaigns
The brand leveraged Zapr platform to identify and analyze TV ad viewership and content consumption of a representative sample of Swiggy users in priority cities where they operated.
"Zapr’s approach can help advertisers in measuring media consumption and campaign effectiveness at higher resolutions than most other systems in this space. We look at the partnership with Zapr holistically and not just as a solution meant for one or two measurement use-cases. Once we make our bucket-list of research areas, we brainstorm with their team and figure out which are the specific problems that can be solved by the Zapr ecosystem. The partnership has helped us with a ton of insights that have aided our media planning and creative optimization last year.”
Umesh Krishna K
General Manager - Brand Marketing
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