Times intARact
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Transcript of Times intARact
Challenge
Arrest the movement of budget from print to
other mediums
Get to know the customers better
Solutions
Deliver benefits of digital mediums on print
Build analytics based on engagement
• An augmented reality platform• Enables consumers to engage
with ads and pictures in The Times of India
• Can be leveraged by advertisers to generate deeper engagements from static mediums
The Flow
One tim
e
downlo
ad
Supported across platforms (Feature and smart phones)
Results by Handset
Results by Creative
NET RESULTS
4% of the readers participated in the engagement in first 4 days of launch
70% of the consumers engaged atleast 5 times during the pilot face of 15 days
More than 55% of the consumers engaging used feature phones and less than 5% of the consumers used smart phones.
Number of responses/ enquiries received by the advertisers on a paper ad went up by 225%. This resulted in the newspaper taking the offering to all the advertisers. TOI is potentially getting 5% incremental revenue on a given media plan.
Cost of engagement was <5% of cost of activations per user considering the investment and reach
DEMONSTRATIONS Demonstrated how mobile can be leveraged to drive the
benefits of activations by integrating with mass media. Same would ensure Inducing the intent at the early part of consumer life cycle increasing number of consumers engaging through the
brand Create interactive engagements to deepen consumer
connect and association with the brands Further such a strategy would enable mobile medium to grow
faster and bigger by leveraging traditional media investments Demonstrates how engagement using mobile interaction is
beyond the conventional digital medium and delivers superior ROI for the traditional media investments of the brand.
Demonstrates how brands can leverage visual search, augmented reality and upcoming technologies to achieve real business benefits that goes beyond just the innovative experiment
TO EXPERIENCE
http://www.youtube.com/watch?v=TgRUpLf1mYk
http://www.youtube.com/watch?v=bp-DQdzpDkQ