Payments and financial servicesAcquisition measured at the payment, not the download.
Each of Paytm's services gives people a different reason to open the app. The campaign had to match the message to the need.
- Objective
- Users who activate around payments
- Audience
- Payment intent, merchant use, geography
- Channels
- Programmatic, partners, mobile-first creative
- Measured on
- Verified activation over reach
The brief
Users who pay.
Paytm wanted to acquire and activate users around meaningful payment and financial service events — the moments that make an app part of someone's week.
Who we were reaching
Segmented by what people need.
Audiences were segmented by payment intent, merchant use, geography and the service each person needed, so the message fitted the person instead of one broad pitch going to everyone.
How the media ran
Audience, channel and event, connected.
Programmatic media, partners and mobile-first creative were tied to the business event each campaign was meant to produce.
What we measured
Activation over reach.
Attribution and campaign signals were consolidated, traffic was validated, and optimisation pointed at verified activation rather than reach alone.
From there, the plan is focused journeys for distinct services, scaling the combinations that show repeatable business value.
Reach is what you buy. Activation is what you keep.
