Times intARact

14

Transcript of Times intARact

Page 1: Times intARact
Page 2: 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

Page 3: Times intARact
Page 4: Times intARact
Page 5: Times intARact
Page 6: Times intARact

• 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

Page 7: Times intARact

The Flow

Page 8: Times intARact

One tim

e

downlo

ad

Supported across platforms (Feature and smart phones)

Page 9: Times intARact

Multiple distribution channels

Direct Download: www.intaract.mobi/toi

Page 10: Times intARact

Results by Handset

Page 11: Times intARact

Results by Creative

Page 12: Times intARact

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

Page 13: Times intARact

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