The document provides a media plan for a watch brand's digital marketing campaign in Hyderabad targeting students and professionals aged 20-30 with a budget of 8 lakhs over 1 month. It recommends using Inshorts, Hotstar, Gaana and Wynk platforms and focuses on audio, banner, and native ads. Key platforms selected are Inshorts for branding with interstitial banners, Hotstar for awareness and performance with banners, Gaana and Wynk for audio ads to build credibility around the brand's 50th anniversary and changed tagline. Reach, impressions, clicks and budgets are estimated for each platform.

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2. Client Brief:
⮚City: Hyderabad
⮚Target Group : Students and working professional
⮚Age: 20 to 30
⮚Tentative Budget: 8 Lakhs
⮚Duration: 1 Month (Sep 29 to Oct 29 , 2019)
⮚Media Required: Digital
⮚Objective: Awareness (Completing 50 years and changing the tagline )

3. Competition/Substitutes:
Trusted E-comm Portals

4. Customer Profile:
⮚Students and working professional
⮚Age 20-30

5. Understanding Implication
Younger generation views watches as a commodity
due to mobile phones.
Run offer driven campaigns on platforms popular
amongst the younger audience.
Branding and Performance should have different
pricing models
Pick CPC platforms for performance and CPM
based platforms for branding
Switch from old brand name/tagline requires high
recall
Run high frequency campaigns
Audio as a format builds good credibility* Pick audio platforms to enhances the value
proposition of the brand
Category Understanding and Media Implication
*Media Ant will help in creating the free audio Ad

6. Platform selection framework
Platform Frequency
Medium ?
CPM
Available?
CPC
Available?
Audio
Inventory
Available?
To be used
for
Inshorts ✔ ✔ Branding
Hotstar ✔ ✔ ✔ Awareness +
Performance
Gaana ✔ ✔ ✔
Wynk ✔ ✔ ✔

7. Inshorts

8. Interstitial
Banner
Video
Native
Banner
Article
Media Options

9. Inshorts- Media Approach
Variable Selection Criteria Recommendation
Ad Format • Adds trust to the
brand
• Interstitial Banner
Targeting • Minimizes wastage • Geography Targeting
Frequency • Recommended to
compete against
popular brands like
Flipkart and Amazon
• Frequency of 5 per user during the campaign
Budget • 1.2 Lakhs

10. • Banner Ads
• Total Reach 80 Thousand
(25% of Target Audience)
• Expected Traffic 200
• Budget INR 1,20,000
Inshorts Plan Summary

11. Inshorts Plan Detailed
Media Option Ad Type
Targeted
Audience
Size
Pricing
Unit Net Rate Impressions Clicks CTR Frequency Reach
Reach
Percentage
Traffic on
Site Budget
Interstitial
Banner Image 31,2000 CPM 300 4,00,000 4000 1% 5 80,000 25% 2000 1,20,000

12. Hotstar

13. Native
Banner Video Banner Billboard
Media Options

14. Hotstar - Media Approach
Variable Selection Criteria Recommendation
Ad Format • Adds trust to the
brand
• Drive Traffics to the
site
• Banner Ads
• Native Banner
Targeting • Minimizes wastage • Users visiting Watch section on Flipkart
• Age targeting
• Geography Targeting
Frequency • Recommended to
compete against
popular brands like
Flipkart and Amazon
• Frequency of 5 per user during the campaign
Budget • 3 Lakhs

15. • Banner Ads
• Total Reach 8.5 Lakhs (20% of
Target Audience)
• Expected Traffic 21 Thousand
• Budget INR 3,00,000
Hotstar Plan Summary

16. Hotstar Plan Detailed
Media Option Ad Type
Targeted
Audience Size
Pricing
Unit Net Rate Impressions Clicks CTR Frequency Reach
Reach
Percentage
Traffic on
Site Budget
Banner Image 45,00,000 CPM 70 42,85,714 42,857 0.20% 5 8,57,143 20% 21,429 3,00,000
Banner Text 45,00,000 CPC 15.00 6,66,667 6667.0 0.20% 5 1,33,333 3% 3,333 10,000

17. Gaana

18. Audio Banner RoadBlock Audio
Media Options

19. Gaana- Media Approach
Variable Selection Criteria Recommendation
Ad Format • Adds trust to the
brand
• Audio + Banner Ads
Targeting • Minimizes wastage • Age targeting
• Geography Targeting
Frequency • Recommended for
audio ads to compete
against popular
brands like Flipkart
and Amazon
• Frequency of 3 per user during the campaign
Budget • 2 Lakhs

20. • Audio Banner Ads
• Total Reach 1.1 Lakhs (5% of
Target Audience)
• Expected Traffic 1600
• Budget INR 2,00,000
Gaana Plan Summary

21. Gaana Plan Detailed
Media Option Ad Type
Targeted
Audience Size
Pricing
Unit Net Rate Impressions Clicks CTR Frequency Reach
Reach
Percentage
Traffic on
Site Budget
Audio Banner Audio + Image 21,80,893 Per Spot 0.60 3,33,333 3,333 1.00% 3 1,11,111 5% 1,667 2,00,000

22. Wynk

23. Audio Banner RoadBlock Native Ad
Media Options

24. Gaana- Media Approach
Variable Selection Criteria Recommendation
Ad Format • Adds trust to the
brand
• Audio + Banner Ads
Targeting • Minimizes wastage • Age targeting
• Geography Targeting
Frequency • Recommended for
audio ads to compete
against popular
brands like Flipkart
and Amazon
• Frequency of 3 per user during the campaign
Budget • 1.35 Lakhs

25. • Audio Banner Ads
• Total Reach 90 Thousand (5%
of Target Audience)
• Expected Traffic 1350
• Budget INR 1,35,000
Gaana Plan Summary

26. Gaana Plan Detailed
Media Option Ad Type
Targeted
Audience Size
Pricing
Unit Net Rate Impressions Clicks CTR Frequency Reach
Reach
Percentage Traffic on Site Budget
Audio Banner Audio + Image 18,00,000 Per Spot 0.50 2,70,000 2700.0 0.80% 3 90,000 5% 1,350 1,35,000

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