Analytics has become an integral part of any online business. It is not only relevant to online business, even if you own a blog it becomes important to understand the impact of the posts, target audience, decision making, keywords relevant to the blog, etc. In naive terms, it helps in audience measurement and putting the buck at the right place since everything is ‘Measurable’.
However, the question is ‘Do we have any such solution for offline mode?’ e.g. If the advertiser is an e-commerce brand, can the brand figure out whether the consumer has downloaded the app after looking at the advertisement on TV or via some offline medium [Hoarding, Newspaper advertisement] or some other mechanism. Though advertising on TV is the best possible mechanism to reach maximum audience and generate brand awareness, its ROI is still not directly measurable!
DCMN, a Berlin based startup that is a leading full-stack growth specialist and marketing firm seems to have an effective solution where brands can leverage DCMN’s technological expertise to optimize a TV Commercial (TVC) for the best reach as well as for generating measurable results! DCMN executes campaigns across all media with services spanning right from creation and production, media planning and buying, to campaign optimization with one of a kind in-house technology.
We were invited for the Bloggers Meet in Bengaluru where we had an opportunity to interact with Bindu Balakrishnan, Country Head India, DCMN. The interaction revolved around the problem being solved by DCMN, change in Marketer’s mindset for shifting to performance-driven TVC’s, some technical aspects of DCMN, etc.
She also touched upon their association with CARS24 where they helped CARS24 launch their newest performance-driven and optimized TVC, which aims at educating customers on how to use the second-hand automotive marketplace to get the best rate for their vehicles.
Drawing on its expertise as an international leader in performance-driven TV marketing, DCMN India recently won the mandate to produce the media strategy for CARS24. The company created a data-driven media campaign that allows tracking and optimisation based on DCMN’s in-house TV attribution technology, thus bridging the age-old gap between offline and online.
Following the successful first flight of the campaign that ran for about six weeks, DCMN delivered an in-depth optimisation and performance evaluation report, to analyse the TVC and work towards an optimised next flight.
In the first flight, DCMN tracked key KPIs for the client such as cost per visit, cost per call and Cost per booked appointment. In flight two, the media buying has been optimised in line with these KPIs with a focus on channels, dayparts, weekdays and spot length.
Consequently, while planning for the new spot, CARS24 approached DCMN at the initial storyboard level to help with optimising their media strategy
Bindu Balakrishnan, Country Head – DCMN India added
With this campaign, DCMN has given CARS24’s new TV spot a performance focus. Using our in-house TV attribution technology, we can optimise the campaign from the moment it goes to air, allowing us to focus on the best-performing genres, channels, days, and dayparts for optimal performance.
For the festive seasons, CARS24 has also decided to almost double their media spend for the second flight. DCMN recommended here including more infotainment channels, with programming similar to the History channel. The optimised media strategy included more business news channels, as well more Hindi news channels while further expanding the Hindi movies channel mix and focusing on the earlier dayparts.
The newest TVC is airing currently with a strong presence across genres, including Infotainment, Hindi News, Hindi Movies, English movies and English business news.
Vikram Chopra, CEO and Co-Founder, CARS24, added
Following a successful first flight with our previous TVC, we’ve optimised the campaign for even better performance. Our continued partnership with DCMN allows us to take advantage of their performance-driven approach, which ensures we can measure the direct response of the spot as it goes to air.
DCMN also counts more than 120 digital brands in its portfolio, including Indian brands CARS24, EaseMyTrip, Fynd and more. For more information, please visit DCMN