Case Study: Urban Ladder achieves optimized TV ad spend and measurable online attribution with Vizury

Urban Ladder optimizes its TV campaigns with Vizury’s Attribution Solution

Urban Ladder, a leading Indian online furniture and home décor retailer, was investing heavily in TV advertising to fuel rapid city expansion but struggled to measure true campaign effectiveness. Traditional TRP/GRP metrics, based on surveys, couldn’t attribute website traffic to specific TV spots or identify which viewer segments were responding, leaving the team unable to optimize media spend and select the right channels or time slots.

Vizury’s Attribution Solution used modeling to link TV airings to spikes in website traffic, isolating visits from other channels and building responsive customer personas. The analysis produced actionable recommendations—optimal channels, time slots and frequency caps—and revealed concrete patterns (e.g., infotainment performs best at 4 PM; English movie channels at 6 PM or 11 PM; weekend ads drive a traffic latency peaking Sunday 10 AM–1 PM and spilling into Monday), enabling a more efficient media plan and measurable ROI for Urban Ladder’s TV spend.

Urban Ladder

Nikhil Ramaprakash

VP Sales & Online Marketing