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Re-targeting promo viewers on Facebook: 78% engagement with target audience

TV show promos are an integral part of reaching out to target audiences while a show airs on television, and even way before it does. However, equally important is making sure that audiences do end up watching the show amidst an array of other shows in the same genre.

At Zapr Media Labs, our latest campaign was something completely new and unique: we helped a major TV broadcaster reach out to people who have watched their show promo on TV, and re-engage with them on Facebook. Moreover, to capture maximum share-of-mind, we also reached out to people who watch other TV shows in the same genre.   

the challenge:

To increase recall and awareness for the show among individuals who already watched the broadcaster’s new dance reality show promos. Furthermore, to capture maximum share-of-mind by engaging with those who watch other dance reality shows on TV.

 

Our challenge was to identify, segment and engage with these audiences on Facebook by mapping individuals who had watched the following shows and advertisements on traditional broadcast television using the Zapr TV Audience Targeting Platform.

Creative: Video

Duration: 9th September - ongoing

Platform: Facebook with Zapr Media Labs Device level targeting

 

strategy:

Across 30 Million+ profiled users in ZAPR’s data repository, we identified audiences based on the requirements of the TV broadcaster.  These segments are as follows:

1) People exposed to TV promo of the broadcaster’s newly launched Dance Reality show

2) People who also watch other Dance Reality and prime-time shows on major GECs such as Colors, Star Plus, Zee TV, Sony Entertainment TV

These audiences were then re-engaged on social media after the show was launched on television.

 

execution:

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.

 

result:

Zapr Media Labs helped the TV broadcaster to successfully re-engage with those who watched its show promos, and furthermore capture much higher share-of-mind among the audiences who watch competitor shows. The results reveal the effectiveness of Zapr’s TV-to-mobile technology in optimizing media plans:

superdancer_1

Zapr Media Labs
Zapr Media Labs
Latest resources on TV Advertising, Cross-media Marketing and Consumer Research.

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