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Measuring Campaign Reach for a Media Conglomerate in Real-time

Here's how we helped a leading media conglomerate in measuring the effectiveness of their latest campaign across channels.<br><br>

AronaSouris
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Measuring Campaign Reach for a Media Conglomerate in Real-time

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  1. Measuring Campaign Reach for a Media Conglomerate in Real-time Study Type Measuring campaign reach using ACR technology Target Group  Male & female  Watch TV min. 4 times/week  Are on social media platforms  Use video streaming services  Age: Between 8 and 45 years Sample Size N=1000 Geography Delhi, Mumbai, Kolkata, Chennai & Bangalore 1

  2. What was the Research Requirement?  We were tasked with measuring the client’s campaign reach across three different medium  Television / TVCs  Over-the-Top (Netflix, HotStar, etc.)  Other digital media (Facebook, Google, YouTube, etc.)  The project required us to analyse and detail the impact of the various campaign mediums in terms of brand awareness and brand loyalty  We had to understand the effectiveness of TVC vs digital advertising 2

  3. How did we fulfil the research requirement Recruited respondents based on target audience, brand awareness, consideration, usage and imagery and other demographic factors. Implemented ACR technology through smartphones to capture digital behavioural data across the three different mediums. Television: Identified the digital behaviour of consumers corresponding to target TVCs Over the Top: ACR was used to gather data such as: • Campaign reach and frequency of reach • Number of videos watched per session • Video category watched most often • Time of the day when maximum time is spent watching videos • Number of ads being played during each session Other digital media: ACR was used to gather data such as: • Campaign reach and frequency • Google web usage / search terms • Number of search requests per session • Number of search ads exposed to v/s displayed ads

  4. OUTCOME THE DATA GATHERED FROM OUR STUDY ENABLED US TO  Measure the reach of the campaign through each medium separately  Measure the frequency of exposure  Associate the campaign reach with individual demographic factors  Understand the role each medium played in moving brand loyalty, imagery and awareness. Our findings provided our client with detailed, actionable insights about their brand campaign and their customers like never before.

  5. Contact Us www.borderlessaccess.com Business Enquiries connect@borderlessaccess.com Connect with us marketing@borderlessaccess.com Our office locations AMERICAS EUROPE MIDDLE EAST & AFRICA APAC UAE | SOUTH AFRICA INDIA US UK | GERMANY | ROMANIA © 2019 Borderless Access © 2019 Borderless Access 5

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