The app ecosystem has been flourishing during the lockdown period. Everyone has turned to their phones for both essential services and entertainment much more than before.
With the market picking back up, app based businesses have started launching new promo campaigns. The most important objective right now though is to drive media plans that deliver high impact while keeping costs under control.
If you’re a business with significant app presence, you may easily have a lot of data insights on the online behaviour of app users. This is helpful when you want to push the right digital ads.
But it may not be as easy for you to tell what your users watch on TV, which is key especially if you want to build effective media plans for your core customers.
Well, not anymore.
With Zapr’s Convex, you can get accurate TV viewership data of your mobile app users and focus your spends on the right channels.
How Convex helps create effective media plans
Zapr’s Convex is the first product in the industry for app based brands to optimize media plans based on user’s TV consumption. It analyzes the TV viewership preferences of your brand’s app users and narrows down the shows and channels that they watch.
To make life simpler, we even create the complete media plan for brands by providing a combination of shows and channels that are guaranteed to reach users.
The most interesting part of this analysis is that we’re able to further customize TV viewership analysis for specific segments of app users.
For example, if a brand wants to launch a TV campaign for those who are heavily influenced by its competitors, Zapr can handpick the right shows and channels to reach them. This way, you can win Share-of-Voice (SoV) over competition due to high guarantee of viewership.
We can even analyze the TV viewership of frequent shoppers, lapsers who are not active on the app, occasional buyers, and even affluent buyers. Using this data, brands can create TV media plans that will influence them towards a desired behaviour.
Watch this short video to know more about the data cuts you can get with Convex:
How Convex Works
Using automatic content recognition technology (ACR), our system detects what smartphone users watch on TV on any channel at any given time (they are recognized as Google Advertising IDs without any Personally Identifiable Information).
This way, we are able to capture every exposure they’ve had to TV content and commercials and their TV viewing habits and preferences. (You can read more about Zapr’s ACR expertise here).
When app-based brands use Convex, we first analyze the overlap between the app’s user base and Zapr’s smartphone universe. This common set of audience are then segregated into different cohorts of their business interest (like high value vs. low users, old vs. new users, etc.) and becomes the focus group for all further studies and analyses.*
*TV viewership data is received only from users who have given explicit permission.
By including new and high reach channels based on deterministic TV viewership insights of your actual app users, your media plan becomes more focused. To know more about Convex, you can download the e-book below or get in touch with us here.