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.
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.
Duration: 9th September – ongoing
Platform: Facebook with Zapr Media Labs Device level targeting
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.
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 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:
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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.