At Zapr Media Labs we continuously explore ways to engage targeted users on mobile beyond our own platform. We were given an opportunity to do something exciting when approached by India’s premier online furniture retailer to engage with premium segment / high Income individuals on Facebook through very unique targeting parameters.
Creatives: 3×10 Second Video Campaigns
3×30 Second Video Campaigns
Campaign Duration: 2 Months
To display online videos and special TVCs and create engagement with specific segments of Facebook mobile users who were likely to fall into the Premium Customer Category.
Our challenge was to identify, segment and engage with this audience on Facebook by mapping individuals who had watched the following shows and advertisements on traditional broadcast television.
We identified audiences across 28 Million profiled users in ZAPR’s data repository based on the brand’s various requirements. These segments are as follows:
- People who watch MasterChef and Game Of Thrones.
- People who are exposed to TVCs of competitors across industry.
- People who are exposed to TVCs of a specific competitor.
- People who watch English HD channels such as Star World, AXN, etc. excluding news channels.
- People exposed to on-going TVC campaign of the brand
Various combinations of these audiences were set up for different creatives used in this campaign.
With our ability to target TV audiences on Facebook, these sets of audiences were then targeted through native advertising, with ads appearing in the Facebook Newsfeed of the targeted individuals.
Zapr Media Labs helped the brand to successfully engage with the TV audiences they required. Here’s a look at some of the campaign’s impacting results:
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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.