Case Study: bigbasket.com achieves 20% TV ad‑spend efficiency improvement with Vizury Engage

A Vizury Case Study

bigbasket.com increases TV ad spend eciency by 20% with Vizury Engage

bigbasket.com, India’s largest online grocery store with over 18,000 products and 1,000+ brands, launched a broad TV campaign in September 2015 to build mass awareness and drive traffic to its desktop site, mobile web and app. The challenge was to widen reach while optimizing TV spend at the genre and channel level to reduce the aggregate cost per unique visitor (Cost per Aggregate Lift).

Using Vizury Engage TV Analytics to map online user data to TV ad spots, bigbasket ran a control period (Sep–Nov 2015), applied recommendations (drop high-cost channels, adjust time slots, reallocate spend to consistent genres like English Movies, and balance HD/SD), and ran an optimized campaign (Jan–Feb 2016). The result was a 20% reduction in Cost per Aggregate Lift, with most channels delivering proportional lifts and English Movies contributing 23% of lift on just 17% of spend.

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