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

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
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14-Aug
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19-Aug
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24-Aug
25-Aug
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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