Paid Media Across Every Real Screen, With Performance Marketing as One Discipline Within It
Paid media isn't just performance marketing. ibs Fulcro plans and buys branding and awareness campaigns across Meta and premium OTT and CTV inventory, including Jio Hotstar, Zee, and other major streaming platforms, bought programmatically through DSPs including iavatarz, alongside performance marketing measured against real outcomes like cost per lead and cost per sale. Nayara Energy's Sabki Jeet Guaranteed reached 2.5 crore+ new customers and drove ₹3,000 crore+ in incremental sales. DynaPrice, an automated Google Search and Product Listing Ads engine, cut Bajaj Electricals' cost per sale by 52%. Real scale on the branding side, real numbers on the performance side.
Paid Media covers branding and awareness campaigns across Meta, OTT, and CTV, including platforms like Jio Hotstar and Zee bought programmatically through DSPs including iavatarz, alongside Performance Marketing, a specific discipline within it focused on measurable outcomes like cost per lead and cost per sale. ibs fulcro's Nayara Energy campaign reached 2.5 crore+ new customers, and its DynaPrice system cut Bajaj Electricals' cost per sale by 52%.
A complete view of your paid media practice
Branding & Awareness Campaigns
Large-scale reach and branding campaigns across Meta and premium OTT and CTV inventory, including Jio Hotstar, Zee, and other major streaming platforms, the same scale of media plan behind Nayara Energy's Sabki Jeet Guaranteed, which reached 2.5 crore+ new customers.
OTT, CTV & Programmatic Buying
Programmatic media buying across OTT and CTV inventory through leading DSPs, including iavatarz, reaching audiences on the biggest screen in the household with the same measurement rigour as digital-native channels.
Performance Marketing: Google Search & Performance Max
Search campaign management and Performance Max, built and continuously optimised against real conversion data, one discipline within the broader paid media practice, not the whole of it.
Performance Marketing: Paid Social Advertising
Meta, LinkedIn, and platform-specific paid social campaigns, run as part of a connected performance program alongside organic content and the rest of the funnel.
Product Listing Ads & Automated Repricing
Automated systems that connect directly to live pricing and inventory data, the same discipline behind DynaPrice, a Google Search and PLA engine that automatically repriced Bajaj Electricals' listings in response to real-time competitor moves.
B2B Paid Media & Lead Generation
Multi-platform B2B campaigns, Google Search, Facebook, LinkedIn, and Dynamic Search Ads, built around a real buyer journey, not a consumer campaign template retrofitted for a B2B audience.
Paid Media & Performance Marketing in practice
Structured discovery, rigorous analysis, actionable outcomes
Start From the Real Objective, Branding or Performance
A media plan starts with what the campaign actually needs to achieve, broad reach and awareness, or a specific, measurable conversion outcome, since the two require genuinely different channel mixes, creative, and measurement.
Plan Across Every Real Screen, Not Just Digital-Native Channels
Meta sits alongside Jio Hotstar, Zee, and other OTT and CTV inventory, bought programmatically through DSPs including iavatarz, so a campaign's reach isn't artificially limited to channels that happen to be easiest to buy.
Treat Creative as a Performance Lever Where Conversion Is the Goal
For performance campaigns specifically, ad creative is tested and iterated the same way targeting and bidding are, since platform algorithms increasingly test against creative directly.
Automate Where a Real, Fast-Moving Signal Demands It
Where pricing or inventory genuinely changes faster than a team can manually track, we build automated systems that respond directly, the same approach that let DynaPrice reprice Bajaj Electricals' listings the moment a competitor's price moved.
Measure Against What the Campaign Was Actually Built to Achieve
A branding campaign is measured on reach, frequency, and business-level outcomes like new customer acquisition. A performance campaign is measured on cost per lead, cost per demo, or cost per sale. Neither gets forced into the other's scorecard.
The business case for paid media & performance marketing
Reach and Conversion Are Both Real, Different Jobs
A campaign built to create broad awareness and one built to drive a specific, immediate conversion need genuinely different channel mixes, creative, and success metrics. Treating paid media as only performance marketing means leaving real reach and brand-building work off the table.
OTT and CTV Are Now Mainstream Inventory, Not an Emerging Channel
Streaming viewership overtook combined broadcast and cable reach for the first time in May 2025. A paid media practice that doesn't include OTT and CTV is increasingly missing where a real, mainstream audience already is.
Scale Campaigns Can Move an Entire Business's Numbers
Nayara Energy's Sabki Jeet Guaranteed reached 2.5 crore+ new customers and drove ₹3,000 crore+ in incremental sales, real evidence that a genuinely large-scale, well-planned branding and reach campaign can move numbers at the level of the business itself, not just a campaign dashboard.
Ad Spend Without Attribution Is Just Spend, for Performance Specifically
Within the performance discipline specifically, cost per sale, cost per lead, and cost per demo are the numbers that actually matter. DynaPrice's 52% reduction in cost per sale is real, specific, attributable proof, not a reach number dressed up as performance.
Industry-leading tools behind every engagement
OTT, CTV & Programmatic DSPs
Programmatic buying across premium OTT and CTV inventory through DSPs including iavatarz, alongside direct buys on platforms like Jio Hotstar and Zee, for reach and branding campaigns at real scale.
Search & Shopping Platforms
Google Search, Performance Max, and Product Listing Ads, including custom-built automation like DynaPrice, which integrates directly with the Google AdWords APIs to reprice listings in real time.
Paid Social Platforms
Meta Ads Manager and LinkedIn Campaign Manager, used for both branding reach and performance-driven paid social, run as part of one connected media practice.
Why choose ibs Fulcro for Paid Media & Performance Marketing
Real Scale on the Branding Side, Real Numbers on the Performance Side
Nayara Energy's Sabki Jeet Guaranteed reached 2.5 crore+ new customers and ₹3,000 crore+ in incremental sales. DynaPrice cut Bajaj Electricals' cost per sale by 52%. Both are on this site, real proof across both halves of paid media.
A Real Media Practice Across Every Screen, Not Just Digital-Native Channels
Meta, Jio Hotstar, Zee, other OTT platforms, and CTV inventory bought programmatically through DSPs including iavatarz, one connected media practice, not a performance-only shop that treats TV-adjacent channels as out of scope.
Automated Systems Built for Markets That Move Faster Than a Team Can Track
DynaPrice monitors competitor pricing continuously and reprices automatically, real, custom-built automation within the performance discipline specifically.
Built Inside a Broader Creative and Strategy Practice
Because Paid Media sits alongside Content & Film Production, Social Media Marketing, and Brand & Digital Strategy under one roof, the creative running across every channel, from a CTV spot to a performance ad, comes from the same team, not a disconnected media-only vendor.
Frequently asked questions
No. Paid Media is the broader practice, covering branding and awareness campaigns across channels like Meta, OTT, and CTV, alongside performance marketing. Performance Marketing is one discipline within that practice, focused specifically on measurable, attributable conversion outcomes like cost per lead or cost per sale.
Meta, premium OTT and CTV inventory including Jio Hotstar, Zee, and other major streaming platforms, bought programmatically through DSPs including iavatarz, alongside Google Search, Performance Max, Product Listing Ads, and LinkedIn for B2B and performance-specific campaigns.
Nayara Energy's Sabki Jeet Guaranteed campaign reached 2.5 crore+ new customers, drove ₹3,000 crore+ in incremental sales, and targeted 6,300+ petrol pumps hyperlocally, real evidence of a branding and reach campaign moving business-level numbers.
DynaPrice cut Bajaj Electricals' cost per sale by 52% and increased click-through rate by 300% on Google Search. Pearson MyPedia grew revenue 1.8x while cutting cost per lead by 50%. Tata Tele Business Services grew product demos 2.5x while cutting cost per demo by 40%.
Yes, through leading DSPs including iavatarz, alongside direct buys on platforms like Jio Hotstar and Zee, reaching audiences on connected TVs and streaming devices with the same measurement rigour as digital-native channels.
By starting with what the campaign actually needs to achieve. Broad reach and business-level awareness call for a branding and scale media plan, like Nayara Energy's Sabki Jeet Guaranteed. A specific, measurable conversion goal calls for a performance marketing approach, like DynaPrice's automated Google Search and PLA system. Many real campaigns use both, planned and measured against their own, appropriate objective.
Let's find the paid media mix that actually performs
Start a ProjectPage last updated August 23, 2026.