Byjus Classes: Making TV accountable

Byjus Classes, an online learning program, adopted the Spillover Elasticity Model to justify the role of TV in India on how it was helping the brand get the required downloads.

The objective

Half the money I spend on advertising is wasted; the trouble is I dont know which half- John Wanamaker

Our Problem was we had to now quantify it.

Objective:

"Do we need to spend on Media ? "

"For an APP which is doing so well - do we need to do TV altogether? "We are getting enough downloads from the performance campaigns

which are on-going TV is a branding medium, will it drive downloads for us?"

This is the question that the BYJU's management was questioning. TV in their eyes was an only branding medium, not something...

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