50 lakh viewers watched the launch of a new gourmet cooking show hosted by renown Indian chef Ranveer Brar on Living Foodz, India’s first premium foodtainment channel. Out these viewers, a significant 55% had previously watched the latest season of MasterChef Australia. This trackable highly niche, gourmet foods driven audience announces possibilities of taking brand engagement to a whole new level of marketing precision.
Finding exactly the right audiences for brand engagement could have been previously considered as borderline impossible in the world of marketing. For the most part, It is still true that human beings are subject to a whole lot of impulse decisions which could render loads of research and analytics to mere “assumptions”.
However, ZAPR’s TV-to-mobile technology map users across their viewership behaviour, providing deterministic data based on which brands can create and execute the most optimized media plans.
In a recent campaign to promote the premium product of a leading laptop manufacturer, ZAPR engaged with the segment of individual smartphone users who watched a particular English show. Results revealed that this was the audience which delivered the highest CTR for the brand’s campaign.
How did we arrive at this sort of effective targeting?
Among the various possible criteria for identifying audiences for a premium product, we selected English TV viewing audiences as a segment. We further boiled this down to an audience who watch a particular futuristic sci-fi English show called ‘Pandora’, keeping in mind the product’s design and target group.
In the same way, pointing towards a niche audience for a particular genre, viewers of ‘The Global Menu’ also expressed significant interest in various other gourmet cooking shows: besides a huge viewership for MasterChef Australia, 57% of the viewers of ‘The Global Menu’ also watch the celebrity cooking show ‘Farah Ki Daawat’ on Colors TV.
The show’s highest viewership emerged from urban areas with Mumbai claiming the highest share of viewership among India’s top metropolitan cities.
The market’s growing need for advanced targeting on niche audiences is now a possibility with ZAPR’s technology which profiles smartphone users across their varied media consumption. Brands can now optimize their marketing resources to identify and reach just the right audiences using advanced programmatic.
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ZAPR profiles the TV viewership behavior of tens of millions of individuals across India. The audiences considered in this study are part of ZAPR’s TV viewership audience pool. Additionally, through the ZAPR Audience Platform, millions of TV viewers can now be targeted and engaged with interactive mobile content and ads.