Komli-Vizu’s Ad Catalyst goes beyond CTR to analyze BIG TV online campaign

Komli Media has teamed up with Big TV to evaluate the impact of their banner advertising campaign on Komli’s ad network. For this, Komli used a tool called Ad Catalyst, which it had recently launched in association with Vizu Corporation. Ad Catalyst has been developed as a tool that goes beyond click-through rates (CTR) and helps advertisers in measuring how online ads impact viewer perceptions of key brand attributes in real time.

Big TV DTH services had carried out a multi-million dollar advertising and promotional campaign, which was splashed around all media, including the Internet. Komli conducted the brand impact study for a specific sustenance campaign that ran online after all other media campaigns had come to an end, thus making the Internet a nearly exclusive medium of exposure at that time.

It came out as findings from the study that the highest brand impact was seen on the ad unit size that delivered the lowest CTR and that Brand Lift was found to be weakly correlated with the CTR on the ads.

Speaking about the study, Vishal Chinchankar, Assistant Vice President, Reliance ADAG, said, “Till now, the success of a brand campaign was benchmarked against CTRs and clicks. However, the Komli-Vizu Brand Impact study adds a new dimension to our success parameters by giving us in-depth insight into consumers’ preferences and purchase intent.”

According to Akshay Garg, Founding Manager and Business Head, Komli Media, “Evaluating the impact of branding in the online space is a critical need in the market place today. For the first time, there is real-time research to prove that click-through rates alone are not a reliable indicator of the success of a marketing campaign.”

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Komli Media to deliver Vizu Corp's ad catalyst technology in India