I have always been fascinated about TVCs since my childhood. I used to wonder whether they are being seen by the target audience or not. I thought DTH boxes capture a lot of information about what kind of ads are being viewed and when. I was shocked to hear that DTH boxes hardly have any good information about TVC viewing habits. So recently when I got invited to a blogger meetup by DCMN who said they have figured out how to optimise a TVC for best reach and have implemented it for Cars 24, I was quite curious to know more about it.
I visited the meetup in Bangalore and met Bindu Balakrishnan, Country Head – DCMN India. Quickly we found we both belonged to the same alma mater, which is Goa university. She mentioned that DCMN is a full-stack growth specialist that executes campaigns across all media with services spanning right from creation and production, media planning and buying, to campaign optimisation with their one of a kind in-house technology. Launched in 2010 and headquartered in Berlin, Germany, DCMN has local offices in India, USA, UK, South Africa and France.
Drawing on its expertise as an international leader in performance-driven TV marketing, DCMN India recently won the mandate to produce the media strategy for CARS24. The company created a data-driven media campaign that allows tracking and optimisation based on DCMN’s in-house TV attribution technology, thus bridging the age-old gap between offline and online.
Bindu mentioned that DCMN gave CARS24’s new TV spot a performance focus. Using their in-house TV attribution technology, DCMN could optimise the campaign right from the moment it went on air, allowing them to focus on the best-performing genres, channels, days, and day parts for optimal performance. Here is a view of the Cars 24 TVC:
Following the successful first flight of the campaign that ran for about six weeks, DCMN delivered an in-depth optimisation and performance evaluation report, to analyse the TVC and work towards an optimised next flight. In the first flight, DCMN tracked key KPIs for the client such as cost per visit, cost per call and Cost per booked appointment. In flight two, the media buying has been optimised in line with these KPIs with a focus on channels, dayparts, weekdays and spot length.
DCMN is an organisation which is a global player with a local playbook, having an international team and drawing from the support of over 130+ marketing, tech and strategy experts operating across the globe. DCMN counts more than 120 digital brands in its portfolio, including Indian brands CARS24, EaseMyTrip, Fynd and more.
Vikram Chopra, CEO and Co-Founder, CARS24, said, “Following a successful first flight with our previous TVC, we’ve optimised the campaign for even better performance. Our continued partnership with DCMN allows us to take advantage of their performance-driven approach, which ensures we can measure the direct response of the spot as it goes to air”.