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Redmi 12 series - post campaign analysis deck.pptx

The campaign achieved higher than planned reach, clicks, and CTR across most platforms. On YouTube, it delivered 2.6x reach at a frequency of 3 and 6x clicks with a CTR of 0.85%. On Sharechat's Impact platform, it achieved 1.2x reach at a frequency of 2 and 1.7x clicks at a CTR of 0.84%. On Sharechat's Sustenance platform, reach was increased 2.5x at a frequency of 2 with 12x clicks and a CTR of 2.49%. Overall, the campaign exceeded targets for impressions, clicks, and engagement.

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1 Redmi 12 series post Campaign analysis & leanings
Objective : To raise awareness for Redmi 12 series 2
3 Campaign brief Campaign Duration: 8 - 10 Days Preheat: 29th Jul – 31st Jul Launch phase: 1st Aug – 4th Aug TG: Young audiences [below 25 years] User who has needs to buy a phone but is constrained by price People with low income/ budget constraints Geography: Pan India Budget: 5CR+ Competition: Realme C55 | Realme-Narzo N55 | Realme-Narzo N53 | Infinix hot 30i Samsung Galaxy M14 | Realme 10 | Moto G13 | iQOO Z6 Lite 5G
4 Approach • Driving Hi-Visibility across key genres to drive relevant reach • Sharp targeting for audiences who all are looking for 5G & high-performance handsets Preheat Launch
5 Media plan Phase Publisher Buy Type Reach Impressions CTR Clicks Views VTR Frequency eCPM Net Budget Preheat YouTube CPM 40,00,000 2,00,00,000 0.20% 40,000 1,40,00,000 70% 5 ₹ 200 ₹ 40,00,000 CPM 72,00,000 3,60,00,000 0.20% 72,000 2,52,00,000 70% 5 ₹ 200 ₹ 72,00,000 CPM 45,00,000 3,60,00,000 0.20% 72,000 2,52,00,000 70% 8 ₹ 100 ₹ 36,00,000 Fixed CPM ₹ 28 ₹ 10,08,000 PG - Display Fixed CPM 21,92,983 1,31,57,895 0.40% 52,632 - - 6 ₹ 50 ₹ 6,57,895 ₹ 31 ₹ 4,07,895 CPM 58,33,333 3,50,00,000 0.50% 1,75,000 - - 6 ₹ 20 ₹ 7,00,000 CPM 58,33,333 3,50,00,000 0.50% 1,75,000 - - 6 ₹ 20 ₹ 7,00,000 Launch Youtube CPM 45,00,000 2,25,00,000 0.20% 45,000 1,57,50,000 70% 5 ₹ 200 ₹ 45,00,000 Sharechat Fixed 2,00,00,000 5,00,00,000 0.50% 2,50,000 - - 3 ₹ 50 ₹ 25,00,000 CPM 28,62,766 1,43,13,831 0.20% 28,628 1,14,51,065 80% 5 ₹ 140 ₹ 20,00,000 91 Mobiles Fixed 9,00,000 1,10,00,000 0.27% 30,000 - - - ₹ 68 ₹ 7,49,000 Fixed 20,00,000 40,00,000 1.00% 45,000 - - - ₹ 100 ₹ 4,00,000 Gadgets360 Fixed 7,50,000 25,00,000 0.15% 3,750 - - - ₹ 200 ₹ 5,00,000 Fixed 9,00,000 12,00,000 0.30% 3,600 - - - ₹ 431 ₹ 5,17,500 MSP Fixed 15,00,000 30,00,000 1.00% 30,000 - - - ₹ 100 ₹ 3,00,000 Fixed 9,00,000 70,00,000 0.35% 24,500 - - - ₹ 82 ₹ 5,75,000 Amarujala.com Fixed 37,50,000 1,50,00,000 0.15% 22,500 - - 4 ₹ 72 ₹ 10,86,750 Jagran Fixed 25,00,000 1,00,00,000 0.20% 20,000 - - 4 ₹ 78 ₹ 7,76,250 Zee News Hindi Fixed 81,00,000 2,70,00,000 0.40% 1,08,000 - - 4 ₹ 40 ₹ 10,89,855 Samayam + VK Fixed 14,40,000 1,20,00,000 0.15% 18,000 - - 5 ₹ 57 ₹ 6,83,100 Truecaller CPM 3,50,00,000 7,00,00,000 0.80% 5,60,000 - - 2 ₹ 50 ₹ 35,00,000 JioCinemas Fixed 1,40,00,000 8,00,00,000 0.10% 80,000 - - 6 ₹ 34 ₹ 27,00,000 Paytm Fixed 1,62,50,000 6,50,00,000 0.20% 1,30,000 - - 4 ₹ 38 ₹ 25,00,000 PhonePe Fixed 4,40,00,000 22,00,00,000 0.20% 4,40,000 - - 4 ₹ 16 ₹ 36,00,000 PG Display Fixed CPM 25,00,000 1,00,00,000 0.50% 50,000 - - 4 ₹ 50 ₹ 5,00,000 CPM ₹ 31 ₹ 3,10,000 CPM 37,50,000 1,50,00,000 0.60% 90,000 - - 4 ₹ 20 ₹ 3,00,000 CPM 25,00,000 1,50,00,000 0.50% 75,000 - - 6 ₹ 20 ₹ 3,00,000 Taboola CPC 69,44,444 2,77,77,778 1.00% 2,77,778 - - 4 ₹ 6 ₹ 10,00,000
6 Pre-heat
7 Overall launch phase delivered 12.2x reach at an optimal frequency of 7 with 3.8x clicks and 0.87% CTR Platform/ Publisher Buy Type Metrics Planned Delivered Percentage Preheat (Overall) Fixed/ CPM Impressions 17,51,57,895 26,25,70,654 150% Clicks 5,86,632 22,74,194 388% Views 3,92,00,000 7,60,90,077 194% CTR 0.33% 0.87% 259% VTR 70% 81% 116% CPM 104 52 50% CPV 0.47 0.18 38% CPC 31 6 19% Frequency 10 7 68% Reach 1,73,57,895 3,83,62,659 221% Budgets 1,82,73,789 1,36,39,679 75% • 1.5x impressions delivered with 50% lower CPM • 1.9x views delivered at a VTR of 81% • Delivered CPC is 80% lower
Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Affinity - HHI lower 60%) 18th - 25th July CPM Impressions 2,00,00,000 3,90,34,994 195% Clicks 40,000 2,99,494 749% Views 1,40,00,000 3,16,92,193 226% CTR 0.20% 0.77% 384% VTR 70% 81% 116% CPM 200 102 51% CPV 0.29 0.13 44% CPC 100 13 13% Frequency 5 5 100% Reach 40,00,000 78,29,411 196% Budgets 40,00,000 39,85,052 100% 8 Achieved 1.9x reach at an optimal frequency of 5 with a CTR of 0.77% (3.8x overachievement than planned) • Delivered 8x clicks • 2.2x views achieved at a VTR of 81% • CPM delivered is 49% lower than planned Programmatic YouTube (Affinity HHI - lower 60%) Duration : 18th Jul – 25th Jul
Achieved 1.7x reach at a frequency of 2 and 6x clicks with a CTR of 0.81% Programmatic YouTube (Affinity HHI - lower 60%) Duration : 27th Jul – 31st Jul​ Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Affinity - HHI - lower 60%) 26th - 31st July CPM Impressions 3,60,00,000 5,31,17,314 148% Clicks 72,000 4,31,609 599% Views 2,52,00,000 4,43,97,884 176% CTR 0.20% 0.81% 406% VTR 70% 84% 119% CPM 200 136 68% CPV 0.29 0.16 57% CPC 100 17 17% Frequency 5 4 85% Reach 72,00,000 1,25,18,832 174% Budgets 72,00,000 71,99,903 100% • 1.7x views achieved at a VTR of 81% • CPV was also lower than 32%
No delivery – campaign paused Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Bumper) Fixed Impressions Clicks Views CTR VTR CPM CPV CPC Frequency Reach Budgets • We will reinstate this campaign once the phone inventory is available Programmatic YouTube (Bumper Ad) Duration : 31st Jul – 1sh Aug​
Delivered 1.2x reach at frequency of 5 with 100% achievement on clicks and CTR • Delivered 99% impressions (shortfall of 90k) • CPC delivered is 5% lower than planned Programmatic Display (Data Partner) Duration : 18th Jul – 31st Jul​ Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Data Partner) CPM Impressions 1,31,57,895 1,30,66,141 99% Clicks 52,632 55,296 105% Views - - - CTR 0.40% 0.42% 106% VTR - - - CPM 81 81 100% CPV - - - CPC 20 19 95% Frequency 6 5 80% Reach 21,92,983 27,21,435 124% Budgets 10,65,789 10,58,357 99%
Achieved 4x reach at a frequency of 3 and 4.4x clicks with a CTR of 1.02% • 2x impressions delivered at 54% lower CPM • Delivered CPC is 75% lower Programmatic Display (Affinity) Duration : 18th Jul – 31st Jul​ Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Affinity) CPM Impressions 3,50,00,000 7,53,62,206 215% Clicks 1,75,000 7,71,891 441% Views - - - CTR 0.50% 1.02% 205% VTR - - - CPM 20 9 46% CPV - - - CPC 4 1 23% Frequency 6 3 55% Reach 58,33,333 2,29,52,386 393% Budgets 7,00,000 7,00,089 100%
Achieved 4x reach at a frequency of 3 and 4x clicks with a CTR of 0.87% (75% overachievement) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Custom Intent) CPM Impressions 3,50,00,000 8,19,89,999 234% Clicks 1,75,000 7,15,904 409% Views - - - CTR 0.50% 0.87% 175% VTR - - - CPM 20 8 42% CPV - - - CPC 4 1 24% Frequency 6 3 56% Reach 58,33,333 2,44,70,865 420% Budgets 7,00,000 6,96,277 99% • 2.3x impressions delivered at 48% lower CPM Programmatic Display (Custom Intent) Duration : 18th Jul – 31st Jul
14 Launch-Phase
15 Overall sale phase delivered 1.3x reach at an optimal frequency of 3 with 86% better CTR Platform/ Publisher Buy Type Metrics Planned Delivered Percentage Launch Phase Fixed/ CPM Impressions Clicks Views CTR VTR CPM CPV CPC Frequency Reach Budgets • 1.47x views achieved at a VTR of 75% • Delivered 1.37x impressions compared to planned • CPM delivered is 28% lower than planned
Achieved 2.6x reach at a frequency of 3 and 6x clicks with a CTR of 0.85% YouTube - Affinity Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Affinity - HHI - lower 60%) CPM Impressions 2,25,00,000 3,31,71,901 147% Clicks 45,000 2,81,869 626% Views 1,57,50,000 2,61,07,847 166% CTR 0.20% 0.85% 425% VTR 70% 79% 112% CPM 200 134 67% CPV 0.29 0.17 60% CPC 100 16 16% Frequency 5 3 55% Reach 45,00,000 1,20,84,015 269% Budgets 45,00,000 44,53,804 99% • 1.6x views achieved at a VTR of 79% • CPM delivered is 33% lower than planned
Achieved 1.2x reach at a frequency of 2, delivering 1.7x clicks at a CTR of 0.84 (68% overachievement) Sharechat - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Sharechat (Impact) Fixed Impressions 5,00,00,000 5,15,10,217 103% Clicks 2,50,000 4,33,376 173% Views - - - CTR 0.50% 0.84% 168% VTR - - - CPM 50 49 97% CPV - - - CPC 10 6 58% Frequency 3 2 85% Reach 2,00,00,000 2,43,09,408 122% Budgets 25,00,000 25,00,000 100% • 100% impressions delivered at the targeted CPM •Delivered CPC is 42% lower than planned
Achieved 2.5x reach at a frequency of 2 and 12x clicks delivered at a CTR of 2.49% Sharechat - Sustenance Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Sharechat (Sustenance) CPM Impressions 1,43,13,831 1,43,67,234 100% Clicks 28,628 3,57,661 1249% Views 1,14,51,065 1,21,05,615 106% CTR 0.20% 2.49% 1245% VTR 80% 84% 105% CPM 140 139 100% CPV 0.17 0.17 95% CPC 70 6 8% Frequency 5 2 41% Reach 28,62,766 70,70,013 247% Budgets 20,00,000 20,00,000 100% • 100% impressions delivered at targeted CPM • 106% views delivered at a VTR of 84%
91 Mobiles - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage 91 Mobiles (Impact) Fixed Impressions 1,10,00,000 1,22,48,769 111% Clicks 30,000 53,241 177% Views - - - CTR 0.27% 0.43% 159% VTR - - - CPM 68 61 90% CPV - - - CPC 25 14 56% Frequency 12 12 98% Reach 9,00,000 10,25,000 114% Budgets 7,49,000 7,49,000 100% • 1.1x impressions delivered with 10% lower CPM • Delivered CPC is 44% lower than planned Achieved 1.1x reach at the targeted frequency, delivering 1.8x clicks at a CTR of 0.43%
91 Mobiles – Countdown timer Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage 91 Mobiles (Countdown timer) Fixed Impressions 40,00,000 45,23,575 113% Clicks 45,000 61,881 138% Views - - - CTR 1.13% 1.37% 122% VTR - - - CPM 100 88 88% CPV - - - CPC 9 6 73% Frequency 2 2 90% Reach 20,00,000 25,00,000 125% Budgets 4,00,000 4,00,000 100% • 1.1x impression delivered with 12% lower CPM • Delivered CPC is 27% lower than planned Achieved 1.2x reach at the targeted frequency of 2, delivering 1.4x clicks at a CTR of 1.37%
Achieved 1.7x reach at a frequency of 2, delivered 1.3x clicks at a CTR of 0.20% (35% higher) Gadgets 360 – Countdown timer Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Gadgets 360 (Countdown timer) Fixed Impressions 25,00,000 24,07,500 96% Clicks 3,750 4,880 130% Views - - - CTR 0.15% 0.20% 135% VTR - - - CPM 200 208 104% CPV - - - CPC 133 102 77% Frequency 3 2 54% Reach 7,50,000 13,40,942 179% Budgets 5,00,000 5,00,000 100% • 96% impressions delivered with 4% higher CPM • Delivered CPC is 23% lower
Achieved 1.5x reach at targeted frequency and delivered 2.5x clicks at a CTR of 0.54% Gadgets 360 - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Gadgets 360 (Impact) Fixed Impressions 12,00,000 16,58,381 138% Clicks 3,600 9,031 251% Views - - - CTR 0.30% 0.54% 182% VTR - - - CPM 431 312 72% CPV - - - CPC 144 57 40% Frequency 1 1 93% Reach 9,00,000 13,40,942 149% Budgets 5,17,500 5,17,500 100% • 1.4x impressions delivered with 28% lower CPM • Delivered CPC is 60% lower than planned
Achieved 99% reach at a targeted frequency of 2 and delivered 1.2x clicks at a CTR of 1.03% MSP – Countdown timer Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage MSP (Countdown timer) Fixed Impressions 30,00,000 35,16,898 117% Clicks 30,000 36,086 120% Views - - - CTR 1.00% 1.03% 103% VTR - - - CPM 100 85 85% CPV - - - CPC 10 8 83% Frequency 2 2 118% Reach 15,00,000 14,86,651 99% Budgets 3,00,000 3,00,000 100% • 1.2 impressions delivered with 15% lower CPM • Delivered CPC is 17% lower than planned
79% reach is achieved at a higher frequency and delivering 1.2x clicks at a CTR of 0.38%(9% higher) MSP - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage MSP (Impact) CPM Impressions 70,00,000 78,36,260 112% Clicks 24,500 29,880 122% Views - - - CTR 0.35% 0.38% 109% VTR - - - CPM 82 73 89% CPV - - - CPC 23 19 82% Frequency 8 11 141% Reach 9,00,000 7,12,410 79% Budgets 5,75,000 5,75,000 100% • 1.1x impressions delivered with 11% lower CPM • Delivered CPC is 18% lower than planned
25 Achieved 100% reach at targeted frequency of 4 delivering 1.7x clicks at a CTR of 0.22% Amarujala Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Amarujala (Impact) Fixed Impressions 1,50,00,000 1,70,97,635 114% Clicks 22,500 38,150 170% Views - - - CTR 0.15% 0.22% 149% VTR - - - CPM 72 64 88% CPV - - - CPC 48 28 59% Frequency 4 4 112% Reach 37,50,000 38,21,747 102% Budgets 10,86,750 10,86,750 100% • 1.1x impressions delivered with 12% lower CPM • Delivered CPC is 40% lower than planned
26 Only 63% reach is achieved at a higher frequency but delivered 1.1x impressions and 1x clicks Jagran Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Jagran (Impact) Fixed Impressions 1,00,00,000 1,10,52,064 111% Clicks 20,000 21,173 106% Views - - - CTR 0.20% 0.19% 96% VTR - - - CPM 78 70 90% CPV - - - CPC 39 37 94% Frequency 4 7 176% Reach 25,00,000 15,66,641 63% Budgets 7,76,250 7,74,497 100% • 1.1x impressions delivered with 10% lower CPM • 106% clicks delivered with 4% lower CPC
27 Achieved 1.6x reach at a lower frequency but delivered 1.9x clicks with a CTR of 0.63% Zee News Hindi Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Zee News Hindi (Impact) Fixed Impressions 2,70,00,000 3,28,49,278 122% Clicks 1,08,000 2,07,284 192% Views - - - CTR 0.40% 0.63% 158% VTR - - - CPM 40 33 82% CPV - - - CPC 10 5 52% Frequency 3 2 75% Reach 81,00,000 1,31,95,351 163% Budgets 10,89,855 10,89,855 100% • 1.2x impressions delivered with 48% lower CPM • Delivered CPC is 18% lower than planned
28 Achieved 3.4x reach at a frequency of 3 delivering 2.5x clicks at a CTR of 0.32% (1.5x overachieved) Sayamam + Vijaya Karnataka Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Samayam + VK (Impact) Fixed Impressions 1,20,00,000 1,41,15,880 118% Clicks 18,000 45,437 252% Views - - - CTR 0.15% 0.32% 215% VTR - - - CPM 57 48 85% CPV - - - CPC 38 15 40% Frequency 8 3 34% Reach 14,40,000 49,45,442 343% Budgets 6,83,100 6,83,100 100% • 1.2x impressions delivered with 15% lower CPM • Delivered CPC is 60% lower than planned
29 Achieved 1.2x reach at the targeted frequency delivering 2.8x clicks at a CTR of 1.54% Truecaller Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Truecaller (Impact) CPM Impressions 7,00,00,000 10,26,45,336 147% Clicks 5,60,000 15,83,512 283% Views - - - CTR 0.80% 1.54% 193% VTR - - - CPM 50 34 68% CPV - - - CPC 6 2 35% Frequency 2 2 125% Reach 3,50,00,000 4,11,47,881 118% Budgets 35,00,000 35,00,000 100% • 1.5x impressions delivered with 32% lower CPM • Delivered CPC is 65% lower than planned
30 Achieved 100% reach at the targeted frequency delivering 2x clicks at a CTR of 1.45% Jiocinemas Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage JioCinemas (Masthead) Fixed Impressions #DIV/0! Clicks #DIV/0! Views - - - CTR #DIV/0! #DIV/0! #DIV/0! VTR - - - CPM #DIV/0! #DIV/0! #DIV/0! CPV - - - CPC #DIV/0! #DIV/0! #DIV/0! Frequency #DIV/0! #DIV/0! #DIV/0! Reach #DIV/0! Budgets #DIV/0! • 1.1x impressions delivered with 13% lower CPM • Delivered CPC is 52% lower than planned
31 Achieved 2x reach at a frequency of 2 delivering 1.7x clicks at a CTR of 0.35% (76% better) Paytm Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Paytm (Masthead) Fixed Impressions 6,50,00,000 6,49,01,122 100% Clicks 1,30,000 2,28,542 176% Views - - - CTR 0.20% 0.35% 176% VTR - - - CPM 38 39 100% CPV - - - CPC 19 11 57% Frequency 4 2 48% Reach 1,62,50,000 3,39,76,643 209% Budgets 25,00,000 25,00,000 100% • 100% impressions delivered which is close to the planned CPM • Delivered CPC is 43% lower than planned
32 Achieved 1.8x reach at a frequency of 4 delivering 3.7x clicks at a CTR of 0.55% (170% overachieved) PhonePe Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage PhonePe (Masthead) Fixed Impressions 22,00,00,000 29,32,78,875 133% Clicks 4,40,000 16,24,585 369% Views - - - CTR 0.20% 0.55% 277% VTR - - - CPM 16 12 75% CPV - - - CPC 8 2 27% Frequency 5 4 71% Reach 4,40,00,000 8,23,66,234 187% Budgets 36,00,000 36,00,000 100% • 1.3x impressions delivered with 25% lower CPM • Delivered CPC is 73% lower than planned
33 Achieved 100% reach at the targeted frequency of 4 delivering 1.1x clicks at a CTR of 0.56% Programmatic - Display (Data Partner) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Data Partner) CPM Impressions 1,00,00,000 1,01,06,210 101% Clicks 50,000 56,343 113% Views - - - CTR 0.50% 0.56% 112% VTR - - - CPM 81 81 100% CPV - - - CPC 16 15 90% Frequency 4 4 99% Reach 25,00,000 25,59,056 102% Budgets 8,10,000 8,18,603 101% • 101% impressions delivered at the planned CPM of 81 • Delivered CPC is 10% lower than planned • Usually there will be no screen shots for Programmatic display​ campaigns​
34 Achieved 2.2x reach at a frequency of 3 delivering 1.1x clicks at a CTR of 0.50% (13% lower) Programmatic - Display (Affinity) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Affinity) CPM Impressions 1,50,00,000 2,05,40,192 137% Clicks 90,000 1,01,846 113% Views - - - CTR 0.60% 0.50% 83% VTR - - - CPM 20 15 76% CPV - - - CPC 3 3 92% Frequency 4 3 63% Reach 37,50,000 82,13,287 219% Budgets 3,00,000 3,11,215 104% • 1.3x impressions delivered with 24% lower CPM • Delivered CPC is 8% lower than planned • Usually there will be no screen shots for Programmatic display​ campaigns​
35 Achieved 3x reach at a frequency of 3 delivering 1.3x clicks at a CTR of 0.50% Programmatic - Display (Custom Intent) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Custom Intent) CPM Impressions 1,50,00,000 2,04,11,517 136% Clicks 75,000 1,01,381 135% Views - - - CTR 0.50% 0.50% 99% VTR - - - CPM 20 15 76% CPV - - - CPC 4 3 76% Frequency 6 3 44% Reach 25,00,000 77,30,579 309% Budgets 3,00,000 3,08,712 103% • 1.3x impressions delivered with 24% lower CPM • Delivered CPC is 24% lower than planned • Usually there will be no screen shots for Programmatic display​ campaigns​
36 Achieved 1.4x reach and 100% targeted views but delivered only 48% clicks Taboola Platform/ Publisher Buy Type Metrics Planned Delivered Percentage Taboola CPV Impressions #DIV/0! Clicks #DIV/0! Views - - - CTR #DIV/0! #DIV/0! #DIV/0! VTR - - - CPM #DIV/0! #DIV/0! #DIV/0! CPV - - - CPC #DIV/0! #DIV/0! #DIV/0! Frequency #DIV/0! #DIV/0! #DIV/0! Reach #DIV/0! Budgets #DIV/0! • Delivered 100% impressions • 103% views delivered at a VTR of 82% • Delivered 52% lesser clicks compared to planned number.
37 KEY LEARNINGS • Overall Preheat phase delivered 2.2x reach and 3.8x clicks with 159% better CTR • Overall Launch phase delivered • YouTube performed well delivering 2x reach at a frequency of 4 and achieved 6x clicks • Finance as a genre delivered the 2x reach and 3x clicks at a CTR of 0.52% • Truecaller delivered the highest CTR for this campaign 1.54% and achieved 2.8x clicks • Overall news as genre delivered 1.5x reach and 1.8x clicks • PG display delivered 3x reach and 3x clicks with a CTR of 0.8% Observations Way forward • Impact properties on Finance genres like PhonePe and Paytm should be considered • YouTube drives higher reach and click however due to short campaign duration it becomes difficult to achieve the targeted frequency • Truecaller is a great platform to drive reach and should be considered for upcoming campaigns • We should explore some opportunities to do innovations in the next campaign
38 THANK YOU

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Redmi 12 series - post campaign analysis deck.pptx

  • 1.
  • 2.
    Objective : To raiseawareness for Redmi 12 series 2
  • 3.
    3 Campaign brief Campaign Duration:8 - 10 Days Preheat: 29th Jul – 31st Jul Launch phase: 1st Aug – 4th Aug TG: Young audiences [below 25 years] User who has needs to buy a phone but is constrained by price People with low income/ budget constraints Geography: Pan India Budget: 5CR+ Competition: Realme C55 | Realme-Narzo N55 | Realme-Narzo N53 | Infinix hot 30i Samsung Galaxy M14 | Realme 10 | Moto G13 | iQOO Z6 Lite 5G
  • 4.
    4 Approach • Driving Hi-Visibilityacross key genres to drive relevant reach • Sharp targeting for audiences who all are looking for 5G & high-performance handsets Preheat Launch
  • 5.
    5 Media plan Phase PublisherBuy Type Reach Impressions CTR Clicks Views VTR Frequency eCPM Net Budget Preheat YouTube CPM 40,00,000 2,00,00,000 0.20% 40,000 1,40,00,000 70% 5 ₹ 200 ₹ 40,00,000 CPM 72,00,000 3,60,00,000 0.20% 72,000 2,52,00,000 70% 5 ₹ 200 ₹ 72,00,000 CPM 45,00,000 3,60,00,000 0.20% 72,000 2,52,00,000 70% 8 ₹ 100 ₹ 36,00,000 Fixed CPM ₹ 28 ₹ 10,08,000 PG - Display Fixed CPM 21,92,983 1,31,57,895 0.40% 52,632 - - 6 ₹ 50 ₹ 6,57,895 ₹ 31 ₹ 4,07,895 CPM 58,33,333 3,50,00,000 0.50% 1,75,000 - - 6 ₹ 20 ₹ 7,00,000 CPM 58,33,333 3,50,00,000 0.50% 1,75,000 - - 6 ₹ 20 ₹ 7,00,000 Launch Youtube CPM 45,00,000 2,25,00,000 0.20% 45,000 1,57,50,000 70% 5 ₹ 200 ₹ 45,00,000 Sharechat Fixed 2,00,00,000 5,00,00,000 0.50% 2,50,000 - - 3 ₹ 50 ₹ 25,00,000 CPM 28,62,766 1,43,13,831 0.20% 28,628 1,14,51,065 80% 5 ₹ 140 ₹ 20,00,000 91 Mobiles Fixed 9,00,000 1,10,00,000 0.27% 30,000 - - - ₹ 68 ₹ 7,49,000 Fixed 20,00,000 40,00,000 1.00% 45,000 - - - ₹ 100 ₹ 4,00,000 Gadgets360 Fixed 7,50,000 25,00,000 0.15% 3,750 - - - ₹ 200 ₹ 5,00,000 Fixed 9,00,000 12,00,000 0.30% 3,600 - - - ₹ 431 ₹ 5,17,500 MSP Fixed 15,00,000 30,00,000 1.00% 30,000 - - - ₹ 100 ₹ 3,00,000 Fixed 9,00,000 70,00,000 0.35% 24,500 - - - ₹ 82 ₹ 5,75,000 Amarujala.com Fixed 37,50,000 1,50,00,000 0.15% 22,500 - - 4 ₹ 72 ₹ 10,86,750 Jagran Fixed 25,00,000 1,00,00,000 0.20% 20,000 - - 4 ₹ 78 ₹ 7,76,250 Zee News Hindi Fixed 81,00,000 2,70,00,000 0.40% 1,08,000 - - 4 ₹ 40 ₹ 10,89,855 Samayam + VK Fixed 14,40,000 1,20,00,000 0.15% 18,000 - - 5 ₹ 57 ₹ 6,83,100 Truecaller CPM 3,50,00,000 7,00,00,000 0.80% 5,60,000 - - 2 ₹ 50 ₹ 35,00,000 JioCinemas Fixed 1,40,00,000 8,00,00,000 0.10% 80,000 - - 6 ₹ 34 ₹ 27,00,000 Paytm Fixed 1,62,50,000 6,50,00,000 0.20% 1,30,000 - - 4 ₹ 38 ₹ 25,00,000 PhonePe Fixed 4,40,00,000 22,00,00,000 0.20% 4,40,000 - - 4 ₹ 16 ₹ 36,00,000 PG Display Fixed CPM 25,00,000 1,00,00,000 0.50% 50,000 - - 4 ₹ 50 ₹ 5,00,000 CPM ₹ 31 ₹ 3,10,000 CPM 37,50,000 1,50,00,000 0.60% 90,000 - - 4 ₹ 20 ₹ 3,00,000 CPM 25,00,000 1,50,00,000 0.50% 75,000 - - 6 ₹ 20 ₹ 3,00,000 Taboola CPC 69,44,444 2,77,77,778 1.00% 2,77,778 - - 4 ₹ 6 ₹ 10,00,000
  • 6.
  • 7.
    7 Overall launch phasedelivered 12.2x reach at an optimal frequency of 7 with 3.8x clicks and 0.87% CTR Platform/ Publisher Buy Type Metrics Planned Delivered Percentage Preheat (Overall) Fixed/ CPM Impressions 17,51,57,895 26,25,70,654 150% Clicks 5,86,632 22,74,194 388% Views 3,92,00,000 7,60,90,077 194% CTR 0.33% 0.87% 259% VTR 70% 81% 116% CPM 104 52 50% CPV 0.47 0.18 38% CPC 31 6 19% Frequency 10 7 68% Reach 1,73,57,895 3,83,62,659 221% Budgets 1,82,73,789 1,36,39,679 75% • 1.5x impressions delivered with 50% lower CPM • 1.9x views delivered at a VTR of 81% • Delivered CPC is 80% lower
  • 8.
    Platform/ Publisher BuyType Metrics Planned Delivered Percentage PG - YouTube (Affinity - HHI lower 60%) 18th - 25th July CPM Impressions 2,00,00,000 3,90,34,994 195% Clicks 40,000 2,99,494 749% Views 1,40,00,000 3,16,92,193 226% CTR 0.20% 0.77% 384% VTR 70% 81% 116% CPM 200 102 51% CPV 0.29 0.13 44% CPC 100 13 13% Frequency 5 5 100% Reach 40,00,000 78,29,411 196% Budgets 40,00,000 39,85,052 100% 8 Achieved 1.9x reach at an optimal frequency of 5 with a CTR of 0.77% (3.8x overachievement than planned) • Delivered 8x clicks • 2.2x views achieved at a VTR of 81% • CPM delivered is 49% lower than planned Programmatic YouTube (Affinity HHI - lower 60%) Duration : 18th Jul – 25th Jul
  • 9.
    Achieved 1.7x reachat a frequency of 2 and 6x clicks with a CTR of 0.81% Programmatic YouTube (Affinity HHI - lower 60%) Duration : 27th Jul – 31st Jul​ Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Affinity - HHI - lower 60%) 26th - 31st July CPM Impressions 3,60,00,000 5,31,17,314 148% Clicks 72,000 4,31,609 599% Views 2,52,00,000 4,43,97,884 176% CTR 0.20% 0.81% 406% VTR 70% 84% 119% CPM 200 136 68% CPV 0.29 0.16 57% CPC 100 17 17% Frequency 5 4 85% Reach 72,00,000 1,25,18,832 174% Budgets 72,00,000 71,99,903 100% • 1.7x views achieved at a VTR of 81% • CPV was also lower than 32%
  • 10.
    No delivery –campaign paused Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Bumper) Fixed Impressions Clicks Views CTR VTR CPM CPV CPC Frequency Reach Budgets • We will reinstate this campaign once the phone inventory is available Programmatic YouTube (Bumper Ad) Duration : 31st Jul – 1sh Aug​
  • 11.
    Delivered 1.2x reachat frequency of 5 with 100% achievement on clicks and CTR • Delivered 99% impressions (shortfall of 90k) • CPC delivered is 5% lower than planned Programmatic Display (Data Partner) Duration : 18th Jul – 31st Jul​ Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Data Partner) CPM Impressions 1,31,57,895 1,30,66,141 99% Clicks 52,632 55,296 105% Views - - - CTR 0.40% 0.42% 106% VTR - - - CPM 81 81 100% CPV - - - CPC 20 19 95% Frequency 6 5 80% Reach 21,92,983 27,21,435 124% Budgets 10,65,789 10,58,357 99%
  • 12.
    Achieved 4x reachat a frequency of 3 and 4.4x clicks with a CTR of 1.02% • 2x impressions delivered at 54% lower CPM • Delivered CPC is 75% lower Programmatic Display (Affinity) Duration : 18th Jul – 31st Jul​ Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Affinity) CPM Impressions 3,50,00,000 7,53,62,206 215% Clicks 1,75,000 7,71,891 441% Views - - - CTR 0.50% 1.02% 205% VTR - - - CPM 20 9 46% CPV - - - CPC 4 1 23% Frequency 6 3 55% Reach 58,33,333 2,29,52,386 393% Budgets 7,00,000 7,00,089 100%
  • 13.
    Achieved 4x reachat a frequency of 3 and 4x clicks with a CTR of 0.87% (75% overachievement) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Custom Intent) CPM Impressions 3,50,00,000 8,19,89,999 234% Clicks 1,75,000 7,15,904 409% Views - - - CTR 0.50% 0.87% 175% VTR - - - CPM 20 8 42% CPV - - - CPC 4 1 24% Frequency 6 3 56% Reach 58,33,333 2,44,70,865 420% Budgets 7,00,000 6,96,277 99% • 2.3x impressions delivered at 48% lower CPM Programmatic Display (Custom Intent) Duration : 18th Jul – 31st Jul
  • 14.
  • 15.
    15 Overall sale phasedelivered 1.3x reach at an optimal frequency of 3 with 86% better CTR Platform/ Publisher Buy Type Metrics Planned Delivered Percentage Launch Phase Fixed/ CPM Impressions Clicks Views CTR VTR CPM CPV CPC Frequency Reach Budgets • 1.47x views achieved at a VTR of 75% • Delivered 1.37x impressions compared to planned • CPM delivered is 28% lower than planned
  • 16.
    Achieved 2.6x reachat a frequency of 3 and 6x clicks with a CTR of 0.85% YouTube - Affinity Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - YouTube (Affinity - HHI - lower 60%) CPM Impressions 2,25,00,000 3,31,71,901 147% Clicks 45,000 2,81,869 626% Views 1,57,50,000 2,61,07,847 166% CTR 0.20% 0.85% 425% VTR 70% 79% 112% CPM 200 134 67% CPV 0.29 0.17 60% CPC 100 16 16% Frequency 5 3 55% Reach 45,00,000 1,20,84,015 269% Budgets 45,00,000 44,53,804 99% • 1.6x views achieved at a VTR of 79% • CPM delivered is 33% lower than planned
  • 17.
    Achieved 1.2x reachat a frequency of 2, delivering 1.7x clicks at a CTR of 0.84 (68% overachievement) Sharechat - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Sharechat (Impact) Fixed Impressions 5,00,00,000 5,15,10,217 103% Clicks 2,50,000 4,33,376 173% Views - - - CTR 0.50% 0.84% 168% VTR - - - CPM 50 49 97% CPV - - - CPC 10 6 58% Frequency 3 2 85% Reach 2,00,00,000 2,43,09,408 122% Budgets 25,00,000 25,00,000 100% • 100% impressions delivered at the targeted CPM •Delivered CPC is 42% lower than planned
  • 18.
    Achieved 2.5x reachat a frequency of 2 and 12x clicks delivered at a CTR of 2.49% Sharechat - Sustenance Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Sharechat (Sustenance) CPM Impressions 1,43,13,831 1,43,67,234 100% Clicks 28,628 3,57,661 1249% Views 1,14,51,065 1,21,05,615 106% CTR 0.20% 2.49% 1245% VTR 80% 84% 105% CPM 140 139 100% CPV 0.17 0.17 95% CPC 70 6 8% Frequency 5 2 41% Reach 28,62,766 70,70,013 247% Budgets 20,00,000 20,00,000 100% • 100% impressions delivered at targeted CPM • 106% views delivered at a VTR of 84%
  • 19.
    91 Mobiles -Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage 91 Mobiles (Impact) Fixed Impressions 1,10,00,000 1,22,48,769 111% Clicks 30,000 53,241 177% Views - - - CTR 0.27% 0.43% 159% VTR - - - CPM 68 61 90% CPV - - - CPC 25 14 56% Frequency 12 12 98% Reach 9,00,000 10,25,000 114% Budgets 7,49,000 7,49,000 100% • 1.1x impressions delivered with 10% lower CPM • Delivered CPC is 44% lower than planned Achieved 1.1x reach at the targeted frequency, delivering 1.8x clicks at a CTR of 0.43%
  • 20.
    91 Mobiles –Countdown timer Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage 91 Mobiles (Countdown timer) Fixed Impressions 40,00,000 45,23,575 113% Clicks 45,000 61,881 138% Views - - - CTR 1.13% 1.37% 122% VTR - - - CPM 100 88 88% CPV - - - CPC 9 6 73% Frequency 2 2 90% Reach 20,00,000 25,00,000 125% Budgets 4,00,000 4,00,000 100% • 1.1x impression delivered with 12% lower CPM • Delivered CPC is 27% lower than planned Achieved 1.2x reach at the targeted frequency of 2, delivering 1.4x clicks at a CTR of 1.37%
  • 21.
    Achieved 1.7x reachat a frequency of 2, delivered 1.3x clicks at a CTR of 0.20% (35% higher) Gadgets 360 – Countdown timer Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Gadgets 360 (Countdown timer) Fixed Impressions 25,00,000 24,07,500 96% Clicks 3,750 4,880 130% Views - - - CTR 0.15% 0.20% 135% VTR - - - CPM 200 208 104% CPV - - - CPC 133 102 77% Frequency 3 2 54% Reach 7,50,000 13,40,942 179% Budgets 5,00,000 5,00,000 100% • 96% impressions delivered with 4% higher CPM • Delivered CPC is 23% lower
  • 22.
    Achieved 1.5x reachat targeted frequency and delivered 2.5x clicks at a CTR of 0.54% Gadgets 360 - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Gadgets 360 (Impact) Fixed Impressions 12,00,000 16,58,381 138% Clicks 3,600 9,031 251% Views - - - CTR 0.30% 0.54% 182% VTR - - - CPM 431 312 72% CPV - - - CPC 144 57 40% Frequency 1 1 93% Reach 9,00,000 13,40,942 149% Budgets 5,17,500 5,17,500 100% • 1.4x impressions delivered with 28% lower CPM • Delivered CPC is 60% lower than planned
  • 23.
    Achieved 99% reachat a targeted frequency of 2 and delivered 1.2x clicks at a CTR of 1.03% MSP – Countdown timer Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage MSP (Countdown timer) Fixed Impressions 30,00,000 35,16,898 117% Clicks 30,000 36,086 120% Views - - - CTR 1.00% 1.03% 103% VTR - - - CPM 100 85 85% CPV - - - CPC 10 8 83% Frequency 2 2 118% Reach 15,00,000 14,86,651 99% Budgets 3,00,000 3,00,000 100% • 1.2 impressions delivered with 15% lower CPM • Delivered CPC is 17% lower than planned
  • 24.
    79% reach isachieved at a higher frequency and delivering 1.2x clicks at a CTR of 0.38%(9% higher) MSP - Impact Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage MSP (Impact) CPM Impressions 70,00,000 78,36,260 112% Clicks 24,500 29,880 122% Views - - - CTR 0.35% 0.38% 109% VTR - - - CPM 82 73 89% CPV - - - CPC 23 19 82% Frequency 8 11 141% Reach 9,00,000 7,12,410 79% Budgets 5,75,000 5,75,000 100% • 1.1x impressions delivered with 11% lower CPM • Delivered CPC is 18% lower than planned
  • 25.
    25 Achieved 100% reachat targeted frequency of 4 delivering 1.7x clicks at a CTR of 0.22% Amarujala Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Amarujala (Impact) Fixed Impressions 1,50,00,000 1,70,97,635 114% Clicks 22,500 38,150 170% Views - - - CTR 0.15% 0.22% 149% VTR - - - CPM 72 64 88% CPV - - - CPC 48 28 59% Frequency 4 4 112% Reach 37,50,000 38,21,747 102% Budgets 10,86,750 10,86,750 100% • 1.1x impressions delivered with 12% lower CPM • Delivered CPC is 40% lower than planned
  • 26.
    26 Only 63% reachis achieved at a higher frequency but delivered 1.1x impressions and 1x clicks Jagran Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Jagran (Impact) Fixed Impressions 1,00,00,000 1,10,52,064 111% Clicks 20,000 21,173 106% Views - - - CTR 0.20% 0.19% 96% VTR - - - CPM 78 70 90% CPV - - - CPC 39 37 94% Frequency 4 7 176% Reach 25,00,000 15,66,641 63% Budgets 7,76,250 7,74,497 100% • 1.1x impressions delivered with 10% lower CPM • 106% clicks delivered with 4% lower CPC
  • 27.
    27 Achieved 1.6x reachat a lower frequency but delivered 1.9x clicks with a CTR of 0.63% Zee News Hindi Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Zee News Hindi (Impact) Fixed Impressions 2,70,00,000 3,28,49,278 122% Clicks 1,08,000 2,07,284 192% Views - - - CTR 0.40% 0.63% 158% VTR - - - CPM 40 33 82% CPV - - - CPC 10 5 52% Frequency 3 2 75% Reach 81,00,000 1,31,95,351 163% Budgets 10,89,855 10,89,855 100% • 1.2x impressions delivered with 48% lower CPM • Delivered CPC is 18% lower than planned
  • 28.
    28 Achieved 3.4x reachat a frequency of 3 delivering 2.5x clicks at a CTR of 0.32% (1.5x overachieved) Sayamam + Vijaya Karnataka Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Samayam + VK (Impact) Fixed Impressions 1,20,00,000 1,41,15,880 118% Clicks 18,000 45,437 252% Views - - - CTR 0.15% 0.32% 215% VTR - - - CPM 57 48 85% CPV - - - CPC 38 15 40% Frequency 8 3 34% Reach 14,40,000 49,45,442 343% Budgets 6,83,100 6,83,100 100% • 1.2x impressions delivered with 15% lower CPM • Delivered CPC is 60% lower than planned
  • 29.
    29 Achieved 1.2x reachat the targeted frequency delivering 2.8x clicks at a CTR of 1.54% Truecaller Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Truecaller (Impact) CPM Impressions 7,00,00,000 10,26,45,336 147% Clicks 5,60,000 15,83,512 283% Views - - - CTR 0.80% 1.54% 193% VTR - - - CPM 50 34 68% CPV - - - CPC 6 2 35% Frequency 2 2 125% Reach 3,50,00,000 4,11,47,881 118% Budgets 35,00,000 35,00,000 100% • 1.5x impressions delivered with 32% lower CPM • Delivered CPC is 65% lower than planned
  • 30.
    30 Achieved 100% reachat the targeted frequency delivering 2x clicks at a CTR of 1.45% Jiocinemas Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage JioCinemas (Masthead) Fixed Impressions #DIV/0! Clicks #DIV/0! Views - - - CTR #DIV/0! #DIV/0! #DIV/0! VTR - - - CPM #DIV/0! #DIV/0! #DIV/0! CPV - - - CPC #DIV/0! #DIV/0! #DIV/0! Frequency #DIV/0! #DIV/0! #DIV/0! Reach #DIV/0! Budgets #DIV/0! • 1.1x impressions delivered with 13% lower CPM • Delivered CPC is 52% lower than planned
  • 31.
    31 Achieved 2x reachat a frequency of 2 delivering 1.7x clicks at a CTR of 0.35% (76% better) Paytm Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage Paytm (Masthead) Fixed Impressions 6,50,00,000 6,49,01,122 100% Clicks 1,30,000 2,28,542 176% Views - - - CTR 0.20% 0.35% 176% VTR - - - CPM 38 39 100% CPV - - - CPC 19 11 57% Frequency 4 2 48% Reach 1,62,50,000 3,39,76,643 209% Budgets 25,00,000 25,00,000 100% • 100% impressions delivered which is close to the planned CPM • Delivered CPC is 43% lower than planned
  • 32.
    32 Achieved 1.8x reachat a frequency of 4 delivering 3.7x clicks at a CTR of 0.55% (170% overachieved) PhonePe Platform/ Publisher Publisher Buy Type Metrics Planned Delivered Percentage PhonePe (Masthead) Fixed Impressions 22,00,00,000 29,32,78,875 133% Clicks 4,40,000 16,24,585 369% Views - - - CTR 0.20% 0.55% 277% VTR - - - CPM 16 12 75% CPV - - - CPC 8 2 27% Frequency 5 4 71% Reach 4,40,00,000 8,23,66,234 187% Budgets 36,00,000 36,00,000 100% • 1.3x impressions delivered with 25% lower CPM • Delivered CPC is 73% lower than planned
  • 33.
    33 Achieved 100% reachat the targeted frequency of 4 delivering 1.1x clicks at a CTR of 0.56% Programmatic - Display (Data Partner) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Data Partner) CPM Impressions 1,00,00,000 1,01,06,210 101% Clicks 50,000 56,343 113% Views - - - CTR 0.50% 0.56% 112% VTR - - - CPM 81 81 100% CPV - - - CPC 16 15 90% Frequency 4 4 99% Reach 25,00,000 25,59,056 102% Budgets 8,10,000 8,18,603 101% • 101% impressions delivered at the planned CPM of 81 • Delivered CPC is 10% lower than planned • Usually there will be no screen shots for Programmatic display​ campaigns​
  • 34.
    34 Achieved 2.2x reachat a frequency of 3 delivering 1.1x clicks at a CTR of 0.50% (13% lower) Programmatic - Display (Affinity) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Affinity) CPM Impressions 1,50,00,000 2,05,40,192 137% Clicks 90,000 1,01,846 113% Views - - - CTR 0.60% 0.50% 83% VTR - - - CPM 20 15 76% CPV - - - CPC 3 3 92% Frequency 4 3 63% Reach 37,50,000 82,13,287 219% Budgets 3,00,000 3,11,215 104% • 1.3x impressions delivered with 24% lower CPM • Delivered CPC is 8% lower than planned • Usually there will be no screen shots for Programmatic display​ campaigns​
  • 35.
    35 Achieved 3x reachat a frequency of 3 delivering 1.3x clicks at a CTR of 0.50% Programmatic - Display (Custom Intent) Platform/ Publisher Buy Type Metrics Planned Delivered Percentage PG - Display (Custom Intent) CPM Impressions 1,50,00,000 2,04,11,517 136% Clicks 75,000 1,01,381 135% Views - - - CTR 0.50% 0.50% 99% VTR - - - CPM 20 15 76% CPV - - - CPC 4 3 76% Frequency 6 3 44% Reach 25,00,000 77,30,579 309% Budgets 3,00,000 3,08,712 103% • 1.3x impressions delivered with 24% lower CPM • Delivered CPC is 24% lower than planned • Usually there will be no screen shots for Programmatic display​ campaigns​
  • 36.
    36 Achieved 1.4x reachand 100% targeted views but delivered only 48% clicks Taboola Platform/ Publisher Buy Type Metrics Planned Delivered Percentage Taboola CPV Impressions #DIV/0! Clicks #DIV/0! Views - - - CTR #DIV/0! #DIV/0! #DIV/0! VTR - - - CPM #DIV/0! #DIV/0! #DIV/0! CPV - - - CPC #DIV/0! #DIV/0! #DIV/0! Frequency #DIV/0! #DIV/0! #DIV/0! Reach #DIV/0! Budgets #DIV/0! • Delivered 100% impressions • 103% views delivered at a VTR of 82% • Delivered 52% lesser clicks compared to planned number.
  • 37.
    37 KEY LEARNINGS • OverallPreheat phase delivered 2.2x reach and 3.8x clicks with 159% better CTR • Overall Launch phase delivered • YouTube performed well delivering 2x reach at a frequency of 4 and achieved 6x clicks • Finance as a genre delivered the 2x reach and 3x clicks at a CTR of 0.52% • Truecaller delivered the highest CTR for this campaign 1.54% and achieved 2.8x clicks • Overall news as genre delivered 1.5x reach and 1.8x clicks • PG display delivered 3x reach and 3x clicks with a CTR of 0.8% Observations Way forward • Impact properties on Finance genres like PhonePe and Paytm should be considered • YouTube drives higher reach and click however due to short campaign duration it becomes difficult to achieve the targeted frequency • Truecaller is a great platform to drive reach and should be considered for upcoming campaigns • We should explore some opportunities to do innovations in the next campaign
  • 38.