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Regional news provider engages with language target groups across India and Gulf countries

At Zapr Media Labs, we are always doing something new - whether it is solving a client’s challenging Audience Targeting requirement or building our technology in an ever expanding media consumption landscape.

In a recently launched Mobile Marketing campaign, Zapr enabled a regional language content provider to engage with individuals who consume content in that particular language across India and the Gulf.

Discover how we helped our client execute a highly Geo-specific Targeting campaign and  achieve CTR 2x higher than expected rates.

THE CHALLENGE

Our challenge was to capture maximum mindspace among the most relevant Target Group for a Malayalam content provider who wanted to create awareness for its News App relaunched in the market.

THE ZAPR APPROACH

In order to meet the client’s campaign objectives, we chose to target individuals who consume Malayalam content on Television across India and the Gulf countries.

And why did we choose to test new waters with this campaign? The Gulf region is home to Keralites who make up more than 80% of the total Indian population in the entire Gulf region!

Our team adopted an Exposure based Targeting strategy where viewers of Malayalam channels were identified and targeted on their smartphones via Zapr’s vast network of ad exchanges across hundreds of publishers.

EXECUTION

Across Zapr’s media consumption repository of millions of smartphone users , we identified individuals who watch Malayalam channels such as Asianet, Mazhavil Manorama, DD Malayalam and others.

Creative: Banners and Interstitials

Campaign Duration: 39 Days

Targeted Age Groups: 15 - 45 year olds

Over the given duration, we constantly monitored our campaign to deliver the most optimized real-time targeting and provided the client with updated performance metrics every week.

RESULTS

Both types of creatives used in the campaign delivered results that beat industry standards by significant margins: the banner ads procured 1.3% Click-Through-Rates while the interstitials hit 4.8%.

The entire campaign reached a Unique Audience count of more than One million individual smartphone users.

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

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