Digital media plan for Ok Credit in South India. The objective of the plan is to App installs by small scale businesses.

1. www.TheMediaAnt.com
MEDIA BUYING MADE EASY

2. Our understanding
- Formalising the udhar khata system.
- To help small scale business owners organize
their udhar khata and collect their dues timely
- Automating messages, constant follow up
and recording of credit transactions

3. Marketing objective of OkCredit
● Objective - App installs by small scale businesses.
● Target group - Chaiwala, Paan wala and Kirana waala.
● Geography - Short term - South India
- Long term - Pan India
● Duration - 1 month as test campaign (analyse response and then scale)

4. A day of a typical OkCredit User
Morning (7 am - 10 am)
- Reads newspapers
- Drops kid to school in a public transport
- Goes for a walk with friends (Potential for word of mouth)
- Checking Whatsapp/Facebook
- Watching religious and news channels in regional language
- Read news online in regional language

5. A day of a typical OkCredit User
Mid day (10 am - 7 pm)
- Busy handling business
- Browsing news content online in regional language
- Snacking on social media
- Watching entertainment online

6. A day of a typical OkCredit User
Late evening (7 pm - 11 pm)
- Watch news/sports online
- Consume social media
- Dinner with family
- Watch Tv

7. Media consumed on a Pan India level
Platform Media
Newspaper
News apps
Social Media
Entertainment

8. Recommended Platforms for South India
Platform Media
Newspaper
OTT
News
Social Media
Influencer

9. Media selection criteria
Pre - requisite Meets
criteria?
High reach 
Have regional content 
Offer pay per install 
Low CPM 

10. Media planning approach
Objective Hotstar Jio
Google
UAC
Tik Tok +
Influencer
Daily
hunt
YouTube
App install   
High reach      
Re-targeting  

11. Hotstar
● Appographic
● Mass reach
● 180 Million monthly active
users
● 10-12 Million daily users
● CTR from video campaigns - 3-4
%
● Cost per click availability on
banner campaigns
● Targeting available - users who
have Paytym business, Bhim and
Phonepe apps
● Also target users who have banking
apps

12. Youtube
● High engagement platform
● Mass reach
● 265 million users in
India
● CTR from video campaigns - 0.5 - 1
%
● Re-targeting available through
banners
● Can target small business owners
● Can also serve ad to popular
regional channels

13. DailyHunt
● Most engaged news platform in
India
● Content in regional languages
● 35 Million monthly
active users
● 9.2 Million daily active
users
● Cost per click
available on banner
ads
● Used mainly because of
news consumed in
vernacular languages

14. Jio app
● India’s largest telecom service
provider.
● Appographic targeting
● Significant reach
● 200 Million user base
● Ad will be served on
multiple platforms such
as Jio Saavn and Jio tv
● CTR would be 0.5 - 1
%
● Targeting available - users who have
Paytym business, Bhim and Phonepe
apps, Whatsapp business
● Also target users who have banking
apps

15. Native ad platforms
● Huge reach as there a variety of websites
where ad will be placed
● Cricbuzz, Dinakaran and Daily Thanthi to
name a few
● Classification based on previous browsing
behaviour
● For OkCredit’s TG we can target users who
have browsed on Finance websites
● CPC availability on
banner ads
● Specific state targeting
available

16. Tik Tok + influencer
● Most popular social media
platform in India
● 70 Billion Monthly video views
● 52 Million active users
● Average time spent - 29
mins/day
● CPC availability on
video ads
● Specific state targeting
available
● Gender targeting available
Faisal Sheikh - 24.1 Million followers

17. Optimization
⮚ Initially, run the campaign for a week to evaluate performance
⮚ Compare the campaign performance across platforms
⮚ Increase/decrease budget based on performance
⮚ Since it will be a long campaign, would suggest having multiple creatives for better
user engagement

18. www.TheMediaAnt.co
m