The examine discovered that audiences uncovered to each linear TV and digital video delivered over 50% increased on-line conversions in comparison with single-platform publicity. Viewers reached solely by means of linear TV generated 15–25% stronger search outcomes than these uncovered solely through user-generated content material platforms, underlining tv’s continued function in driving discovery and intent.
The findings have vital implications for a way video promoting is bought and deliberate in India. Whereas linear TV and digital video are largely traded individually, media firms equivalent to JioStar and Zee Entertainment have begun bundling TV and digital stock, reflecting the fact that audiences more and more devour the identical content material throughout a number of screens, together with tv, cell and linked TV.
The examine comes at a time when linear TV promoting faces mounting strain from digital platforms. Based on firm filings, gross promoting income of main digital corporations stood at round Rs 80,000 crore, roughly double that of linear tv.
Nonetheless, the analysis reveals that whereas digital video delivered increased website-visit conversion charges, linear TV supplied as much as 100% extra viewers attain.
Crucially, the examine is predicated on deterministic, people-level measurement relatively than probabilistic modelling. It used an Computerized Content material Recognition (ACR)-enabled smartphone panel throughout six metros to hyperlink promoting publicity instantly with actual on-line behaviour. Panelists put in SYNCMedia’s SYNC Pulse cell app, which detects advert publicity throughout screens utilizing ACR know-how.
In parallel, pc imaginative and prescient and mobile-level fingerprinting have been used to seize behaviour throughout internet, e-commerce and quick-commerce platforms, instantly linking publicity to outcomes equivalent to search, web site visits and transactions. Whereas the general panel covers 82,000 properties, the lively sub-panel for the examine comprised 4,000–5,000 people.The sub-panel is newer and has been created to measure, in a deterministic method, the connection between media publicity and purchases. It solely must be sufficiently consultant to determine strong outcomes.
“Media patrons in India have to cease viewing linear TV and digital video as interchangeable and begin planning them as complementary layers throughout the funnel. Evidently, every channel delivers distinct outcomes, and the strongest outcomes come from orchestrating each. For me, linear TV ought to ideally stay the inspiration of the media plan. Its unparalleled attain and superior skill to elevate search curiosity make it important for constructing broad consciousness and stimulating demand at scale,” mentioned Karunesh Bajaj, chairman, Audit Bureau of Circulation.
He famous that decreasing TV spends too aggressively could enhance short-term effectivity, however it dangers weakening the highest of the funnel, resulting in increased acquisition prices. “Digital, in the meantime, ought to work because the conversion engine. With its sharp concentrating on, frequency management and scientific measurement, digital is right for retargeting TV-exposed audiences, reinforcing model messages and driving actions,” he added.
The framework permits advertisers to maneuver past proxy metrics and entry granular, cohort-level attribution primarily based on precise publicity sources, mentioned Okay Ramakrishnan, managing director – South Asia, Worldpanel by Numerator.
“Linear TV has a robust function in driving search, discovery and even e-commerce additions, whereas OTT is more practical in driving web site visits,” he mentioned. “When TV and digital are used collectively, they ship the strongest outcomes throughout attain and conversions.”
Constructed on deterministic knowledge, the framework captures promoting publicity throughout screens and ties it on to on-line actions throughout the funnel. Early marketing campaign evaluation reveals a transparent efficiency hierarchy throughout classes together with cars, insurance coverage, banking, handsets, client durables, on-line apps and FMCG.
Based on Ramakrishnan, the power to measure actual behaviour relatively than depend on likelihood can basically change media planning. “Advertisers can now plan all the best way all the way down to the final aspect of the funnel as an alternative of stopping at attain and frequency,” he mentioned. “That has the potential to alter how marketing campaign aims are set and the way media budgets are allotted.”
Samir Sethi, head of name advertising at Policybazaar, mentioned the power to map cross-screen attribution on enterprise consequence metrics is a beneficial addition to how manufacturers analyse the effectiveness of varied video promoting platforms.
“This measurement framework strengthens our efforts in direction of a extra built-in, evidence-based understanding of cross-platform consumption behaviour, versus assumption-based, siloed planning. We imagine this may play an vital function in our media planning, allocation and marketing campaign optimisation methods,” he famous.
