As consumers’ appetite for digital media grows, companies are looking to position their ads across digital properties to get a piece of the pie.  Companies are increasingly investing in digital ads across websites, apps and social media channels. As this trend is here to say, it is advisable for companies to up their game by creating a complete digital ad and marketing framework.  


Redseer Strategy Consultants took in one of India’s largest media houses with large user bases to strategise growth making the most effective use of the digital advertising model. Redseer was asked to work on gearing the marketing efforts toward generating website traffic, which can be translated into click-through rates, page-view numbers, or time spent browsing the site. 


Redseer took note of the fact that digital ads work by using advertising tools that research, track, analyse and improve online ad campaigns. As this was not just about placing ads on social media and websites, analysis into personalised ads targeting the audience was done to bring in the element of relevance.  

With respect to strategic implications, it was important to recognize certain investment in new content that will be required over time to yield high site traffic on an ongoing basis. This is needed as server capacity and bandwidth may become an issue as traffic increases for website-based businesses that may be established relatively cheaply.  

Further analysis highlighted that sites that do not generate sufficient traffic with an observable demographic focus present suboptimal online advertising properties, and face increasing pressure on their advertising rates. 


The insights offered by Redseer helped the client understand consumer preferences and choose an ad toolkit that offered the most dynamic targeting options. This further helped the media house increase engagement, achieve retention and improve revenue generation. 


  • Mrigank leads business research and strategy engagements for leading internet sector corporates at Redseer Strategy Consultants. He has developed multiple thought papers and is regularly quoted in media and industry circles.