Programmatic Marketing Case Study

Attained More than 10x growth in Organic & Direct Traffic

in a day with Trueview Campaign for Brand Awareness

A CASESTUDY BY TATVIC

DV360 CASESTUDY All Copyrights reserved by

Summary

About the Client

• Client Name: Royal Sundaram General Insurance Co.

Limited
• Client Domain: General Insurance
• Headquarters: Chennai, India
• About the Client: Royal Sundaram provides innovative
general insurance solutions to individuals, families and
businesses directly as well as through its intermediaries
and affinity partners. The company offers Motor, Health,
Personal Accident, Home and Travel Insurance to
individual customers and offers specialized insurance
products

Goals

• Achieve significant growth in direct traffic

• Improve the organic search queries for Royal Sundaram
brand and its products
• Enhance Brand search query

Approach

• Focused Display & Video 360 campaigns using

performance based audience targeting features like
1st party audience, 2nd party audience, similar
audience and custom audience
• Used Trueview instream ads with features in Display
& Video 360 to moderate the list of channels where
ads gets streamed
• Leveraged Display & Video 360 Reporting and
Insights to optimize the spend at all possible
combinations of targeting

Tools Used

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"Tatvic Analytics’ consultants and Programmatic Marketing experts were instrumental in strategizing & executing our
Display & Video 360 campaign for the Trueview video ad campaign. They were able to achieve remarkable outcomes in just
one day as compared to daily average of the previous month. Along with success on key metrics, DV360 campaign was also
able to achieve these results in just 10% of the overall monthly budget.”

Vaasu Gavarasana
Chief Digital Officer (CDO)
Royal Sundaram General Insurance Co. Limited

Overview

Royal Sundaram offers Motor, Health, Personal Accident, Home and Travel Insurance to individual
customers and offers specialized insurance products. The company was initially promoted as a joint
venture by Sundaram Finance, one of the most respected non-banking financial institutions (NBFCs) in
India and other Indian Shareholders. Royal Sundaram has over 2000 employees with over 4.5 million
customers & 143 branches across India and its products are distributed through various channels-agents,
distribution partners, affinity partners, brokers and online.

The product focus for the campaign was a specialized health insurance product introduced as Lifeline –
Individual and Family Health Insurance Plan. Lifeline is a holistic indemnity plan that covers the health
insurance needs of individuals and their family.

Challenge Faced & Problem Statement

Royal Sundaram had been running search, display and video ad campaigns time and again, but were
looking for a special outcome for one day cumulative spend through their Trueview video ad campaign in
terms of increase in their user base from channels like organic and direct.

The Royal Sundaram team wanted to achieve the above mentioned goals while also having an equivalent
impact on the paid traffic from brand search queries as well as from the said Trueview campaign. They
needed a branding campaign with impactful outcomes and measurable results for gaining brand affinity
among the users

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 Approach to Solution:
Tatvic Analytics’ DV 360 team used the set of 1st party relevant audiences from Display & Video 360,
2nd party audience lists from DV360 platform, similar audience and custom lists feature based
audiences to create enough reach for the Trueview video ad campaign while maintaining the
relevance of the audience towards the product ad of health insurance. As it was a 1 day high impact
focused campaign, we timed it perfectly in line with a huge political event in the target region on any
of the creatives. We also used a cap of maximum 2 views per user during entire campaign duration
to make sure that our unique user reach expands to maximum possible user base.

The performance goal KPI at Insertion Order and the bidding strategy at Line Item was set up such
that it focused on targeting users who have shown interest in insurance or other financial products
with a control on all supporting metrics – Revenue, CPV, CPM, and VTR. The automated bidding in
Display & Video 360 helped us to put right bid to each and every view with least auction lost.

With the ongoing campaign we leveraged instant reporting module and performance charts like
impressions lost chart of DV 360 to take quick campaign optimization actions in real time. We
identified limitations of starting with low CPV in our bid strategy, and later increased our bids for
CPV to expand the reach.

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DV360 Campaign Results:
With the Display & Video 360 Campaign, Tatvic Analytics’ team was able to achieve remarkable outcomes
in just one day as compared to daily average of the previous month. Along with success on key metrics,
DV360 campaign was also able to achieve these results in just 10% of the overall monthly budget.

• Increase in Users from Direct Channel Traffic: 9x

• Increase in Users Organic Channel Traffic: 12.5x

• Growth in Paid Search queries with Brand Keywords: 8.6x

12.5x
8.6x
9x

In line with the remarkable results for 1 day, the Royal Sundaram team continues to run Prospecting,
Branding and Remarketing Campaigns through DV 360 and also revised the media plan to accommodate
branding campaigns periodically through DV 360

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 About Display & Video 360
Display & Video 360 is the evolution and consolidation of DoubleClick Bid Manager, Campaign
Manager, Studio, and Audience Center. It offers a single tool for planning campaigns, designing and
managing creative, organizing and applying audience data, finding and buying inventory, and
measuring and optimizing campaigns. With Display & Video 360 you can collaborate across teams,
gain transparency and control, and get faster, smarter insights.

It is organized around five integrated modules that work together to simplify the campaign
management process: Campaigns, Audiences, Creatives, Inventory, and Insights.

About Tatvic Analytics

Tatvic Analytics is a Google Marketing Platform certified Sales Partner for Google Analytics 360,
Display & Video 360, Google Data Studio, Google Optimize 360 & Google Tag Manager360.

Tatvic has had the privilege to lead the strategy and implementation of Web Analytics, CRO & Mobile
App Analytics for the some of the best companies in the world. For more information, pay us a visit.

Contact Us

hello@tatvic.com +91 7211 199 869

“Data are just summaries of thousands of stories – tell a few of

those stories to help make the data meaningful.“

- Chip & Dan Heath, Authors of Made to Stick, Switch

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