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Not Just Food, But TV Ad Delivery 

Swiggy measures the impact of major TV campaigns on its app users, and gets granular city-level content consumption data for TV media planning.

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About the project

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. 

 

 
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Objectives
 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
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Solution
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. 

 

 

Key Insights

TV Commercial Analysis
TV Viewership Analysis
TV Media Planning

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Here are some all-stars we've worked with over the years:
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What The Client Has To Say

"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.

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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