Ad track study Type 2
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This document summarizes the results of an ad tracking study conducted by Therefore Consultancy and Services Pvt. Ltd. The key findings are: 1. Offline campaigns generated higher responses than online or BTL campaigns. TV ads performed much better than print ads. 2. TV ads with durations of 20 seconds seemed more effective than 40 second ads. Movies and general entertainment channels performed best in generating responses in states like Maharashtra, Delhi, and Karnataka. 3. Print ads placed on the front page and over 1000 square centimeters performed best. The newspaper HT City dominated in terms of responses. 4. The states of Maharashtra, Delhi, and Uttar Pradesh were most responsive to
Ad track study Type 2
- 1. Ad Tracking Study You Can’t Manage, If You Don’t Measure Type-2
- 2. Therefore Consultancy and Services Pvt. Ltd.
- 3. What is Therefore all about? • Therefore is a Techno-Marketing company with a core focus on Offline to Online Marketing Automation – It captures last mile information of the customer interacting with a brand across all media platforms and in real-time – It helps Businesses connect to their customers, measure everything about their communication and effectively help close a deal • The core competency of Therefore is Analytics and Reporting systems • Built on a Big Data platform the system is highly scalable and can be integrated with any other technology and platforms In a nutshell, we provide an integrated platform in order to arrive at an informed decision
- 4. Response by Mediums Offline 61% BTL 31% Online 8% Offline v/s Online v/s BTL: Offline platforms generates double the volume of response as compared to BTL Source: TC&SPeriod: From X to Y
- 5. Response by Offline Medium TV 73% Print 27% TV v/s Print : TV is thrice the volume of print in terms response generation Period: From X to Y Source: TC&S
- 6. Response by calling type Missed Call 89% Direct Calling 11% Period: From X to Y Source: TC&S
- 7. Indentation To Lead Generation: TV 0 50 100 150 200 250 300 0 50 100 150 200 250 300 350 400 5-Aug 6-Aug 7-Aug 8-Aug 9-Aug 10-Aug 11-Aug 12-Aug 13-Aug 14-Aug 15-Aug 16-Aug 17-Aug 18-Aug 19-Aug 20-Aug 21-Aug 22-Aug 23-Aug 24-Aug 25-Aug 26-Aug 27-Aug 28-Aug 29-Aug 30-Aug 31-Aug LeadsGenerated No.ofInsertion No. of Ins. Total leads generated Period: From X to Y Source: TC&S
- 8. State wise Lead Generation Maharashtr a 24% Delhi 13% Uttar Pradesh 11% West Bengal 10% Karnataka 9% Tamil Nadu 9% Rajasthan 6% Haryana 6% Madhya Pradesh 6% Gujarat 6% Period: From X to Y Source: TC&S
- 9. Commercial A Vs Commercial B Period: From X to Y Source: TC&S Commer cial A 82% Commer cial B 18%
- 10. Duration impact on Lead Generation 0.00 0.10 0.20 0.30 0.40 0.50 0.60 40 sec 30 sec 20 secDuration of Edits 40 sec 30 sec 20 sec No. of Ad Spots as per media plan 175 151 146 Period: From X to Y Source: TC&S
- 11. Hindi Movies Hindi GEC Reg. GEC Hindi News Infotainme nt Eng. Movies Reg. News Eng. Niche Eng. News Lifestyle Eng. Biz. News Total 71 42 39 23 17 17 16 12 3 2 2 0 10 20 30 40 50 60 70 80 LeadCount Total Leads as per Category Period: From X to Y Source: TC&S
- 12. Star Gold Zee TV Zee News UTV Action IBN Lokmat Sony Pix NDTV Good Times CNN IBN NDTV Profit Colors Index 2.77 2.38 1.67 0.56 0.42 0.28 0.22 0.17 0.17 0.11 0.00 0.50 1.00 1.50 2.00 2.50 3.00 LeadCount Total Leads as per Channel Period: From X to Y Source: TC&S
- 13. Total Leads as per States Maharashtra 18% Delhi 18% Karnataka 16%Uttar Pradesh 13% Punjab 6% Rajasthan 6% Andhra Pradesh 6% Haryana 6% Haryana 6% Bihar 5% Source: BuzzAnglesPeriod: From X to Y
- 14. Day Wise Lead Generation 0 20 40 60 80 Sun Mon Tue Wed Thu Fri Sat Period: From X to Y Source: TC&S
- 15. Zone Wise Lead Response EAST Zone 13% WEST Zone 26% South Zone 21% North zone 40% Period: From X to Y Source: TC&S
- 16. North Zone Lead Generation Delhi 61% Uttar Pradesh 21% National Capital Region 7% Rajasthan 4% Madhya Pradesh 4% Chandigarh 2% Punjab 1% Haryana 0% Source: BuzzAnglesPeriod: From X to Y
- 17. Tamil Nadu 36% Karnataka 31% Andhra Pradesh 17% Kerala 16% South Zone Lead Generation Source: BuzzAnglesPeriod: From X to Y
- 18. West Zone Lead Generation Maharashtra 84% Gujarat 16% Source: BuzzAnglesPeriod: From X to Y
- 19. Jharkhand 40% West Bengal 34% Orissa 15% Bihar 8% Assam 3% East Zone Lead Generation Source: BuzzAnglesPeriod: From X to Y
- 20. Publication Name Lead Count Rank HT City 165 1 Navbharat Times 53 2 Dhina Thanthi 47 3 HT Cafe-mumbai 44 4 TOI Delhi 41 5 Sakal-Pune 40 6 ABP+TT - Kolkatta 35 7 TOI Banglore 34 8 Guj Samachar 29 9 TOI Chennai 29 10 Grand Total 517 Media Vehicle wise Ranking Source: BuzzAnglesPeriod: From X to Y
- 21. Creative Size wise Index - 20.00 40.00 60.00 80.00 100.00 120.00 below 300 sq. cm 400 sq. cm 825 sq. cm above 1000 sq. cm Ad Size Period: From X to Y Source: TC&S
- 22. Creative Placement Wise Lead Index 0.00 20.00 40.00 60.00 80.00 100.00 120.00 Front Page RHP Page 3 Ad Placement Period: From X to Y Source: TC&S
- 23. State wise Performance BTL Activity Maharashtra 26% Uttar Pradesh 18% Delhi 15% West Bengal 7% Karnataka 7% Bihar 7% Gujarat 6% Tamil Nadu 5% Rajasthan 5% Andhra Pradesh 4% Source: BuzzAnglesPeriod: From X to Y
- 24. CONCLUSION
- 25. 1. Offline campaign generated higher response that is positively proportionate to number of TV spots. 2. Response from TV is thrice the size of response from print 3. 20 sec Creative A TV campaign seems to be more effective than Creative B . Movies and GEC genre are more effective for generating response in Mah, Del, Kar. 4. 40 sec Creative B creative is effective in Hindi News and Reg GEC in Mah, Kar and TN. 5. North (Del) and West zones (Mah) are more responding to print campaign than East (Jhar, WB) and South (Kar, TN) 6. Front page Ads with more than 1000 sq. cm are effective where as among print vehicle HT city dominates the chart 7. Mah, Del, UP are more responsive to BTL activities. Conclusion
- 26. WAY FORWARD
- 27. Brand A could focus more on TV campaign with around 20 sec edit especially for GEC and News genre Maharashtra, Karnataka and Del are sweet markets where as East and major part of south need special focus Print campaign can be half of the volume of TV campaign where front page Ads should be focused more. Del and Mah are sweet markets for print campaign Mah, Del and UP markets are ready for more BTL innovations whereas Rajasthan, Bihar, Gujarat, TN, WB should be actioned with more precaution in the context of BTL Way Forward
- 28. Thank You