Norton India: TV optimization using response attribution modelling

Nishant Shekhar

Norton 360, an anti-virus programme, launched a campaign in India to optimise efficiency, expansion and profitability.

Campaign details

Brand: Norton IndiaBrand owner: NortonLifeLockLead agency: Havas Media IndiaCountry: IndiaIndustries: Information technologyMedia channels: Radio & audio, TelevisionBudget: Up to 500k

Executive summary

Norton 360 was launched on 15thSeptember 2020 in Bangalore as test market and was further scaled up to Delhi and Mumbai markets to increase the acquisition coming through online by introducing ATL media. The goal of the campaign was to focus on continuous optimization of efficiency (genre, channels, timebands, programs, creative), expansion (new targets, new messaging) and profitability (acquisitions per channel)...

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