Unlocking Behavioral Paradigms of Ad Consumption to Inform Sales Strategy
In the fast-paced world of digital advertising, our client faced a perplexing challenge. Despite their efforts to improve ad design and features, they encountered low Click Through Rates (CTR) and user engagement on Sharechat and Moj platforms. Our mission was to validate their hypotheses, including concerns about ad fatigue, relevance, and recognition, and offer actionable insights to boost ad performance on these platforms.
Approach
UCC conducted immersive home visits in 9 cities across 4 states in India, engaging with participants from various SEC segments. These visits provided first hand insights into app interactions. We employed innovative home-based eye-tracking technology, deviating from lab-based methods, to understand visual attention and app preferences, uncovering key factors influencing their behavior and decisions.
Impact
Our deep dive into the landscape of digital ads and user interactions revealed insights into users' ad recognition, recall, and identification challenges on the platforms. We gained a deep understanding of their mental models, behaviors, and regional usage patterns. With eye-tracking technology, we delivered precise data on ad format response, enabling informed design decisions for the target audience. These insights empower the client to enhance ad visibility, engagement, and business success.
Client: ShareChat & Moj
Type Of Organization :
Unicorn
Location:
Tier 1, 2 & 3 cities of India
Study Participants: 27
Duration:
10 weeks
Research Tools
& Methods:
In-Depth Interviews
Eye-tracking
Home visits
Languages:
Hindi, Tamil, Kannada, Marathi
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