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Nutricharge Digital Plan - OTC Medicine

Nutricharge digital media plan for OTC for Pan India promotion.
This plan is to promote online sales channels.

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Nutricharge Digital Plan - OTC Medicine

  1. 1. MEDIA BUYING MADE EASY www.TheMediaAnt.com
  2. 2. Client Brief Product Nutricharge VIEW (Non prescribed medicine for eye health) Target Group Consumers – 18+, heavy phone users Campaign Details  Promotion for online sales channel and to include only digital options  Duration: 2 Months  Budget: 10 Lakhs Promote and increase brand awareness Generate leads by reaching new consumer base Campaign Objective
  3. 3. Key points  The OTC pharma market is likely to grow at a higher rate compared to the overall pharma market  The product need to be treated as FMCG product specially while communicating the benefit  Growing awareness and increase focus on wellness as compared to illness  The higher cost of medical treatment encourages people to opt for preventive measures such as nutritional supplements
  4. 4. Product Category Understanding and Media Implication Understanding Implication Need to be treated as FMCG product Aggressive media plan in the first month followed by reminder advertisement Well researched and influenced by Word of Mouth Content based promotion should be included as part of the media mix Increase focus on wellness as compared to illness Target working professionals in Metro cities
  5. 5. Media Selection Framework Platform Longevity High Engagement Retargeting OTT    Audio    Popular news and health websites in the selected cities    Social Media   
  6. 6. Recommended Platforms Platform Media OTT Audio Popular news channels in the selected cities Social Media
  7. 7. OTT Selection Criteria:  Past performance  Low cost per reach  Retargeting available Media Format: Video & Banner Tactic: • Launch Video campaigns and use banner ads to retarget in order for brand hammering. Banner ads would be a low cost method. • Target heavy data users and users who have health Apps in the phone • Show video Ads to a user thrice and retarget them with banner Ads with a frequency of 10 in a month Expected Result: • Expected Impressions – 43 Lakhs • Expected clicks – 27 Thousand • Expected reach – 6.5 Lakhs • Expected CTR – Average 1% Recommended Duration: 2 Months Budget: 7 Lakhs
  8. 8. Audio Selection Criteria:  Past performance  Retargeting available Media Format: 20 Sec Audio with Banner Tactic: • Use Audio banner to make audience understand the product and retarget them with audio Ads for brand hammering. • For audio banner, use a frequency of 3 per user per month and for audio ads use a frequency of 7 per user per month Expected Result: • Total Expected Impressions –5 Lakhs • Expected clicks – 5 Thousand • Expected reach – 1 Lakhs • Expected CTR – Average 1% Recommended Duration: 2 Months Recommended Budget: 2.5 Lakhs
  9. 9. Popular news and health websites in the selected cities Selection Criteria:  Low cost per reach  Reach to trade Media Format: Banner Tactic: Reach premium users through popular news and entertainment websites in Bihar, reach the audience with a frequency of 10 per user per month Expected Result: • Expected Impressions – 12 Lakhs • Expected clicks – 5 Thousand • Expected reach – 1.5 Lakhs • Expected CTR – Average 0.2% Recommended Duration: 2 Months Recommended Budget: 2.5 Lakhs
  10. 10. Social Media Selection Criteria:  Low cost per reach  Past performance Media Format: Banner Tactic: Target only health influencers Expected Result: Expected Impressions – 10 Lakhs Expected clicks – 2 Thousand Expected reach – 2 Lakhs Expected CTR – Average 0.2% Recommended Duration: 1 Months Recommended Budget: 50 Thousand
  11. 11. Plan Platform Ad Type Buying Method Net Rate Expected Impr. Frequency per month per user Reach Expected CTR Expected Clicks Cost Hotstar Video 20 Sec CPV 0.368 5,43,000 3 1,81,000 3% 16,290 2,00,000 Hotstar Banner CPM 70.00 17,86,000 10 1,78,600 0.2% 3,572 1,25,000 Voot Video 20 Sec CPV 0.428 4,67,000 3 1,55,667 1% 4,670 2,00,000 Voot Banner CPM 100.00 15,00,000 10 1,50,000 0.2% 3,000 1,50,000 Saavan Audio 20 Sec + Banner Per Spot 1.00 60,000 3 20,000 1% 600 60,000 Saavan Audio 20 Sec + Banner Per Spot 0.50 1,20,000 7 17,143 1% 1,200 60,000 Gaana Audio 20 Sec + Banner Per Spot 0.69 87,000 3 29,000 1% 870 60,000 Gaana Audio 20 Sec + Banner Per Spot 0.30 2,00,000 7 28,571 1% 2,000 60,000 Jagran.com Banner CPM 300 2,67,000 10 26,700 1% 2,670 80,000 TOI Banner CPM 150 3,33,000 10 33,300 0.2% 666 50,000 The Hindu Banner CPM 125 4,00,000 10 40,000 0.2% 800 50,000 Influencers Banner Per campaign 50,000 10,00,000 5 2,00,000 0.2% 3000 50,000 Men’s Health Banner CPM 225 2,22,000 5 44,400 0.2% 444 50,000 Duration - 2 Months
  12. 12. Optimization  Initially, run the campaign for a week to evaluate performance  Compare the campaign performance across platforms  Increase/decrease budget based on performance  Since it will be a long campaign, would suggest having multiple creatives for better user engagement
  13. 13. www.TheMediaAnt.com

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