The onset of the COVID-19 pandemic has undoubtedly impacted the FMCG industry quite drastically. While the internet has made online shopping for consumer products easier, it has also provided consumers with more choices, giving brands the perfect opportunity to engage with the right TG across platforms and build the right connection.
It is important for FMCG/CPG brands to maintain a strong influence in the marketplace, and have opportunities to engage with the customers that are actually interested in their offering.
The answer is simple: relevance.
Relevance is the connection a product/service has to a customer, and it is absolutely essential to modern brand strategy (online as well as offline). Rather than trying to stand out from other products, FMCG brands should reach consumers that are relevant to their offering.
Up until recently, this was not easy to achieve because of the limitations in the digital advertising space. Brands could only use demographic filters (such as age, gender, and location) while targeting their TG digitally.
But now, thanks to Zapr’s Smart Segments, FMCG brands can add TV intelligence to their online media campaigns and drive the most results while cutting down costs significantly.
Zapr Smart Segments: Bridging the Gap Between Online and TV Advertising
Zapr Smart Segments are exclusive media consumption-based audience profiles that can be plugged into digital campaigns through data management platforms like Lotame. Our audience data is created using media as a lens, making us the only player in India to provide FMCG brands TV viewership-based audience segments accurately at a massive scale.
Using Smart Segments in your ad campaigns can help you:
- Maximize brand recall cost-effectively
- Reach the right target audiences for your product (eg: young parents, homemakers, affluent audiences, frequent travelers, sports lovers, etc.)
- Optimize RoI on digital advertising
- Reduce unnecessary ad spends by engaging with the right TG
Smart Segments for Brands
1. With an ongoing active TV campaign
Brands that have an active TVC campaign can achieve incremental reach over Television by Leveraging Zapr Smart Segments.
Specifically, you can choose to target audiences
- that have watched your TV ads
- that have not been exposed to your ads
- That have been partially exposed to your TV ads
- That have been exposed to your competitor’s ads
2. That are actively advertising on digital platforms
FMCG brands need not advertise on TV to take advantage of the benefits offline advertising has to offer.
You can use our Smart Segments to engage with a specific set of TG, such as “people exposed to competitor’s ads,” “young parents,” “affluent audiences,” etc. In essence, Zapr helps you target audiences who have a behavioral affinity to your brand’s message.
To recap, whether or not you are advertising on TV, Zapr Smart Segments can help you engage with the right TG digitally. As opposed to demographic filters, you can engage with your TG based on their media consumption habits, interests, and behaviors.
Download this FREE E-book to learn more about our smart segments and how exactly FMCG brands can benefit from them.
Should you have any questions or want to know how Smart Segments can help your brand, simply click on the ‘Get in Touch’ button on top and we will get back to you shortly.