Ad Campaigns

Guest article: Measuring advertising ROI for festivals metrics and analytics

Published

2 years ago

September 30, 2023

Mumbai: India eagerly welcomes festivals with open arms, celebrating the joy and unity they bring. People from diverse backgrounds come together to partake in these festivities, creating a perfect platform for brands to connect with their target

audience, establish a compelling brand image, and achieve financial success.

Measuring advertising return on investment (ROI) can be challenging, especially

during festivals when there is an influx of data. However, this data can be valuable

in making informed decisions, optimising marketing campaigns, allocating

resources, and ultimately increasing profitability. To achieve these goals, brands

must utilise comprehensive metrics and analytics.

1. LTV/CAC Ratio

Checking the Customer Lifetime Value (LTV) versus Customer Acquisition Cost (CAC) is essential for measuring advertising ROI. The LTV/CAC ratio is a key metric to evaluate the effectiveness of advertising during festivals. A ratio greater than 1 suggests that the festival marketing efforts are generating more long-term revenue than the cost of acquiring customers, indicating a positive ROI. A higher ratio indicates a more profitable advertising campaign, while a lower ratio may suggest the need for optimization. One can also determine which marketing channels and campaigns are working best and allocate resources and fine-tune strategies accordingly.

2. New VS Repeat Customers’ Behaviour

Leveraging the festive period for new customer acquisition can be highly effective, as festivals are a time of heightened consumer activity. By starting and planning campaigns well ahead with compelling content and engaging creatives is a good strategy. Indian festivals often have specific audiences, and tailoring campaigns to these segments can yield better results. Publishing festival-themed blog posts, articles, and videos that provide value to your target audience, for eg., festival guides, DIY ideas, and cultural insights can be fruitful to acquire new customers and also engage existing consumers.

Analysing New vs Return purchase trends is also extremely crucial as it helps to make informed decisions regarding customer acquisition, retention, and advertising strategies. It ensures that advertising ROI measurement takes into account the diverse behaviours and preferences of these two customer segments, ultimately contributing to better ROI.

3. Gross RoAS VS Net RoAS

Gross RoAS is the total revenue generated from advertising campaigns whereas Net RoAS takes into account deductions and expenses like returns, cancellations, etc., associated with the campaigns. Gross RoAS helps assess the immediate impact during festivals but Net RoAS provides a more accurate picture of the true profitability of the festive campaigns. While festivals can drive increased sales and revenue, they can also be associated with higher rates of cancellations and returns. Tracking this helps identify patterns and trends. One can determine if certain product categories, promotions, or marketing channels are more prone to cancellations or returns. It also provides insights into customer satisfaction, product performance, and the effectiveness of advertising campaigns.

4. Attribution modeling

Attribution modelling plays a crucial role in measuring advertising ROI as it helps advertisers understand how different touchpoints and marketing channels contribute to conversions and revenue. In the context of festivals in India, where diverse marketing strategies and regional nuances are at play, attribution modelling becomes especially valuable. It helps you track the customer journey across various touchpoints, such as social media, email marketing, search ads, and offline promotions. This understanding is essential for optimizing your marketing mix. By this data, you can segment your audience based on their behaviour and preferences. This segmentation can inform personalized marketing strategies for different customer groups. Attribution modelling can also reveal seasonal trends in customer behaviour and help you plan marketing campaigns accordingly. For example, it can show if early promotional campaigns or last-minute offers are more effective.

5. Conversion rate analysis

During the festive season, consumer spending reaches its peak, causing intense

competition among brands. To ensure maximum return on investment (ROI), it

becomes crucial to assess how effectively advertising campaigns convert interested

prospects into paying customers. In this regard, analyzing conversion rates involves

tracking individuals who engage with festival-related advertisements before

embarking on their buyer’s journey. This analysis provides a comprehensive

evaluation of an advertising campaign’s efficiency and effectiveness.

All things considered

In India, festivals are not just events but also cultural milestones that brands can

embrace to connect with their customers. In these vibrant times, it has become a

crucial endeavour for them to measure ROI on their advertising campaigns. To do this effectively, brands can leverage data-driven metrics and analytics strategies for valuable insights into consumer behaviour, campaign performance, and ROI. This information also allows brands to optimize their marketing strategies, efficiently allocate resources, and take advantage of increased consumer engagement and spending that typically occur during festive periods. Ultimately, by utilizing the power of metrics and analytics, brands can drive themselves towards success and profitability.

This article is authored by ETML co-founder and COO Amitek Sinha, a leading growth advertising & analytics company.

Ad Campaigns

Amazon Ads maps 2026 as AI and streaming rewrite ad playbooks

Published

1 month ago

January 15, 2026

indiantelevision.com Team

NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.

At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.

“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”

One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.

AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.

Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.

Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.

Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.

Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.

Ad Campaigns

Publicis India appoints Sonal Verma as Arc Worldwide MD

Published

1 month ago

January 15, 2026

indiantelevision.com Team

MUMBAI: Publicis Groupe India has appointed Sonal Verma as managing director of Arc Worldwide India, handing the reins of its experiential and shopper marketing business to a leader steeped in live brands and real world storytelling.

Arc Worldwide, the Groupe’s specialist arm focused on experiences that nudge consumers from curiosity to checkout, sits at the intersection of creativity, commerce and culture. Verma’s mandate is to sharpen that edge as brands grapple with shorter attention spans and more complicated buying journeys.

Verma joins from Cheil India, where she spent nearly five years building and leading the brand experience practice, most recently as senior vice president and head of brand experience. Her career reads like a tour of India’s experiential landscape, with leadership roles at Momentum Worldwide, Percept D Mark, Blockkbuster Events and Showtime Events.

She has also held senior activation roles at Radio City and The Times of India, giving her a rare mix of agency, media and on-ground execution experience. The common thread has been simple: turning big ideas into moments people remember and talk about.

At Arc Worldwide India, Verma will focus on expanding the agency’s experiential and shopper capabilities, strengthening client partnerships and keeping the work firmly rooted in consumer behaviour rather than buzzwords.

With Verma at the helm, Arc Worldwide is expected to double down on ideas that live beyond screens and closer to everyday life. For an industry obsessed with clicks and scrolls, this is a reminder that sometimes the strongest connections still happen face to face.

Ad Campaigns

Barbeque Nation taps ‘milne ki bhookh’ to kick off the new year

Published

2 months ago

December 29, 2025

indiantelevision.com Team

BENGALURU: Barbeque Nation is ringing in the new year with a reminder that some cravings cannot be ordered online. The casual dining chain has rolled out a new film campaign, milne ki bhookh, pitching its restaurants as places to meet, reconnect and linger over food.

Set against a world of constant messages and missed meet-ups, the campaign leans into a simple truth: dining out remains one of the few rituals that still brings people together. Barbeque Nation positions itself as the excuse and the setting for real conversations, shared plates and unhurried moments.

Nakul Gupta, cmo at Barbeque Nation, says the brand has long been about shared celebrations. As the year turns, milne ki bhookh captures what he calls a growing hunger to meet, connect and spend time together, with food at the centre of that experience.

Created by Makani Creatives, the campaign comprises three films built around Barbeque Nation’s signature grills and desserts. The storytelling is deliberately sensorial, designed to spark cravings while nudging diners to step out and meet in person.

Pavan Punjabi, chief integration officer at Makani Creatives, says the idea stems from a familiar contradiction. People are constantly connected, yet meetings with loved ones are endlessly postponed. Milne ki bhookh, he says, is a gentle push to make time for real-life catch-ups, using food as the reason to come together, share a meal and create memories.

The campaign breaks on December 25 with the grilled prawns film and will run for two months, amplified across digital platforms. As the new year begins, Barbeque Nation is betting that the strongest appetite of all is not for food alone, but for each other.