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

2. What was the Research Requirement?
2
 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

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
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
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

4. Our findings provided our client with detailed,
actionable insights about their brand campaign
and their customers like never before.
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.

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