Flipkart leads the e-commerce space in India, but Amazon with its significantly larger media spends was fast closing the gap. High visibility on mass media is a critical success factor. So Flipkart needed a smarter way to effectively reach its core target audience while eliminating the typical spillovers of mass media and maximize ROI.
Flipkart has different campaign objectives, targeting different segments of e-commerce users. From e-commerce savvy shoppers, to the infrequent e-commerce users, to non-e-commerce users who need to be brought into the category.
The conventional demographic & geographic filters available for TV planning cannot be used to isolate e-commerce category related behavior. This makes it increasingly difficult to isolate a sharp, behaviorally homogeneous TG to be used for TV planning leading to a broad-based, spray-and-pray approach and hence wastage.
Thus the need of the hour was a new way of looking at TV plans, a fresh planning method which ensures maximum bang for the buck for the desired target audience and at the same time eliminate the high spillovers associated with only demography based planning.