Urban Ladder Partners With Vizury to Gain Insights Into TV Advertising

Urban Ladder Partners With Vizury to Gain Insights Into TV Advertising

BENGALURU, INDIA, September 8, 2015 /PRNewswire/ --



Vizury's TV Analytics Provides Actionable Insights Into TV Advertisements to Overcome
the Shortcomings of TRP and GRP



Vizury, a premier Big Data marketing company today announced its partnership with
Urban Ladder to help measure the efficacy of the online furniture company's television
advertisements. Vizury's TV analytics solution determines the spike in website traffic and
the period of impact for every ad slot across multiple channels, helping Urban Ladder
identify and profile potential customers.



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Using brand and third-party based behavioural data of visitors, Vizury creates
customer personas that are most responsive to brand ads. For example, infotainment genre
has better appeal to parents on Sunday evenings compared to other timeslots. Lifestyle and
movies have better appeal to fashion enthusiasts on a Friday. The TV analytics solution
also shows where these visitors are coming from, and which networks are the right channels
to reach them. These insights are based on data mining campaign performance metrics such
as source of the lead, moving averages, past engagement, etc.



Website visitors from campaigns such as mailers, display ads, social media outreach
and others are isolated from this measurement using modelling techniques and algorithms.
The algorithm monitors online behaviour and cross-references this with data on-boarded
from all offline touch-points of the customer.



"As we increase our visibility on television, it is important to find the right tools
to measure the effectiveness of the medium. Vizury's new tool is useful to measure
important data like traffic attribution to TV and plan optimal channel selection. We look
forward to working with Vizury on this to help measure ROI on television effectively,"
said Nikhil Ramaprakash, VP Marketing, Urban Ladder.



Vizury also recommends which channels and timeslots are working better to get maximum
audience for the allocated budgets, as well as the frequency cap for cost optimization.
The solution takes up the challenge faced by TRP (Television Rating Point) and GRP (Gross
Rating Point) metrics for TV channels. Companies can now get an in-depth understanding
about their advertisement campaigns.



"Television advertising today suffers from a lack of measurability. And as we know,
you can't improve something until you can measure it . At Vizury, we set out to find a
solution to this problem. With TV analytics, brands can measure impact and effectiveness
of TV advertising. Actionable insights from our solution can aid marketers drive better
conversions," said  Sunil Kumar R, Sr. Product Manager - New Initiatives, Vizury.



Vizury's TV analytics addresses three major problems faced in television advertising.
The first problem is that they are based on input from predefined sample population which
is then extrapolated. The sample sizes for these surveys are small and often extremely
skewed. The second problem is that the data provided by TRP is for the program or slot,
and is not for the brand. This means, TRP cannot provide data specific to individual
brands and micro-segments who view them, hence it's not the right measure for ROI. The
third problem is user behaviour. Questions like 'to whom is my ad appealing (persona) and
how are they interacting with the brand?' remain unanswered. These metrics cannot shine
light on customer Life-Time-Value and conversion behaviour.



TRP and GRP have been the benchmark of measurability of TV advertising for several
decades. But these metrics are handicapped in several ways. Vizury's TV analytics provides
companies with an alternative to these metrics. Actionable insights down to the individual
level and customer profiling are key differentiators of this Big Data Analytics solution.



About Vizury:



Vizury is a premier Big Data marketing firm that helps marketers personalise customer
conversations across channels. Established in 2008, Vizury works with some of the best
known brands in 40+ countries across industries like travel & hospitality, e-Commerce,
healthcare, automobile and classifieds. Vizury is among the first in Asia to be a
Facebook-qualified partner and a Twitter Retargeting Platform Partner . The
Bangalore-based company has a data management platform that interacts with 750+ million
and gets more than 100 billion ad requests every month.



For more information, please visit http://www.vizury.com/ [http://www.vizury.com ]



For regular news and information about Vizury and digital marketing, like and follow
the company:



Twitter: @VizuryOneToOne [https://twitter.com/VizuryOneToOne ]



Facebook: https://www.facebook.com/vizury1to1



LinkedIn: https://www.linkedin.com/company/vizury-interactive




 
Media Contact: 
Namrutha Ramanathan 
namrutha.ramanathan@vizury.com 
+91-9663323583 
Vizury

 


 





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Photo:http://photos.prnewswire.com/prnh/20140612/10100042-a
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Photo:http://photos.prnewswire.com/prnh/20140612/10100042-a
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Vizury


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