Kapitalbank x Havas x Medialyzer: How TV Attribution Delivered 60% More Efficient Media Investment
Azerbaijan’s first fully digital bank, Birbank (owned by Kapitalbank), launched an intensive TV campaign to introduce its brand-new credit card. With a clear ambition to boost website traffic and increase credit card applications, the brand partnered with Havas Azerbaijan to build a strong online–offline synergy. To measure the true impact of their TV efforts, they leveraged Medialyzer’s TV attribution technology — unlocking transparent, spot-level insights that transformed the course of the campaign.
The Challenge: Making TV’s Digital Impact Visible
Television reaches mass audiences, but brands often struggle with one core question:
“Which TV spots actually drive online results?”
Birbank needed clarity on:
- Which channels delivered the most traffic
- Which programs resonated with the target audience
- Which airing hours converted best
- Whether each individual spot generated meaningful outcomes
To answer these questions accurately and in real time, the bank relied on Medialyzer’s spot-by-spot attribution methodology.
The Medialyzer Approach: Measuring the True Value of Every TV Spot
Medialyzer’s out-of-the-box attribution framework tied every TV spot directly to Birbank’s website KPIs.
This enabled the team to identify performance differences between:
- Channels
- Programs
- Dayparts
- Spot positions
- Creative exposures
The findings uncovered clear winners — certain channels and specific airing hours consistently outperformed others in driving high-quality web sessions.
These actionable insights laid the foundation for an optimized media strategy.
Optimization Loop with Havas Azerbaijan
Armed with these insights, Havas Azerbaijan redesigned the TV media plan. Underperforming placements were removed, while high-impact time slots and channels were prioritized.
This “measure → learn → optimize” loop maximized the effectiveness of Birbank’s existing budget without any increase in spend.
The Results: A Remarkable Efficiency Story
The optimization powered by Medialyzer’s attribution delivered outstanding improvements:
- 41% decrease in cost per spot
- 47% increase in results generated per spot
- 60% lower media investment needed per TV-driven website session
- 57% reduction in daily TV spending
- 56% growth in organic + direct traffic
The outcome was clear: smarter measurement led to stronger performance and significantly improved ROI.
Conclusion: Data-Driven Planning for Higher Returns
Birbank’s credit card launch demonstrates how accurate measurement and real-time optimization can elevate the impact of both online and offline strategies.
By combining Havas Azerbaijan’s planning expertise with Medialyzer’s attribution intelligence, Birbank achieved a more efficient, more effective, and more transparent media mix.
Smart measurement. Incremental returns.
