PayTM UPI drives incremental reach via DV360 by consolidating PG deals and applying Campaign Level frequency cap.
Approach
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As it was a short duration campaign, we ran multiple PG deals with top publishers along with YouTube campaigns via DV360.
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In order to maximize reach, we set up all PG deals and YouTube Line items under one campaign and capped it to an optimal frequency. With this we were able to reach more & more users at right frequencies across multiple inventories.
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This helped us in optimizing spends thereby giving us close to 19% incremental reach.
Adopting a media dispersion strategy - in terms of varied media channels, ad formats and audience have helped the thematic brand campaign " Dil ke account se" in getting incremental reach, generating optimal mind metrics and moving middle funnel metrics as well. Logicserve was instrumental in executing the same.
Sourav Lodh
Brand Marketing , PayTM
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