The festival of lights is just around the corner and things are looking bright for brands! It’s that time of year when the shopping bug hits people and what better way to gain the bulk of your customers (stealing them from your competitors!) than deterministically targeting audiences most likely to spend the most?
Diwali is a time of festivities and celebrations and therefore a time when parents will be put on the spot to buy gifts and goodies for their kids. With great purchasing power, comes great responsibility! So, how can brands target this specific demographic with timely and relevant ads?
Introducing Zapr’s smart segments - exclusive media consumption-based audiences now easily accessible for digital advertising through data management platforms (DMP) like Lotame. In the DMP ecosystem, Zapr’s segments are exclusive because of our unique audience profiling technology.
Let’s look at how Zapr’s unique and strong media-driven profiles can be utilized for sharper digital targeting:
In a single day, we spend more than 4.5 hours of our time awake consuming media such as news, movies, and TV shows across multiple platforms. What and how we consume reveal a great deal about what we do on a daily basis, how we think and behave. Hence media consumption can be a highly accurate proxy to determine personas or characters.
Based on this strong correlation between media consumption and personas, we’ve developed advanced audience segments that are more behavior-focused, instead of just relying on demographic and geographic assumptions. Using media consumption as a powerful lens for smart segmentation of audiences, we can help you reach specific segments. In this case, Parents with young kids!
Parents with young kids are an important segment for many top categories. However, they have remained a niche segment that are extremely difficult to identify and target effectively. So far, the industry has used age and demographic filters to define this segment. But is that sufficient?
Zapr adds more intelligence to this segment by profiling viewership of kids’ channels such as Nickelodeon, Cartoon Network, etc, and takes an overlap with General Entertainment Category (GEC) to further sharpen segmentation. This is based on the high likelihood that kids are present around individuals who are exposed to kids’ content. Our TV viewership intelligence combined with age and demographic filters can give advanced accuracy to this segment. For example, we can additionally define female audiences between the ages of 20 - 35 and create more impact among this segment.
If you’re interested to know more, click here or write to us at marketing@zapr.in!
