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Top Smart Segments Used By Advertisers During Lockdown

Lockdown 5.0 has welcomed a new phase of relaxation across the country. Although businesses are picking back up, the economic slowdown still holds its impact on our advertising budgets.

But the good news is TV and digital consumption has seen a drastic rise during the lockdown period. In fact, over 70% of content on mobile is being consumed while the TV is running in the background! 

This means, there couldn’t be a better time to integrate your TV and digital campaigns.

Since you’d want to spend your resources smartly and make maximum ROI for every ad dollar spent, the best way to do this is by using smart segments! These exclusive media-driven audience profiles are easily available on various data management platforms (DMPs) for digital advertising. 

Here’s a list of the most popular audience segments being used by leading brands across industries for digital advertising today:

  1. Digital Heavy Audiences
    With the increase in digital usage, we’ve identified ‘digital heavy’ audiences who spend a great amount of time online. These include segments like OTT viewers (users of apps like Hotstar, MXPlayer, etc.), Music lovers (active on Spotify, JioSaavn, Gaana, etc.) and Movie Buffs who frequently visited cinemas before the lockdown.
  2. Cord Fakers
    Win back maximum attention from your TV audiences like Cord Fakers, who are distracted on their phones while watching TV. Targeting them with your ads on mobile simultaneously while you run your TV campaigns lets you increase your ad frequency cost-effectively and achieve higher brand awareness. 
  3. Competition Inclined Audiences
    You can further win back share-of-mind by targeting the Competition Inclined audience segment, i.e., those who’ve watched your competitor’s ads on TV. By showing them your ads on mobile, you can turn them to your side in an uncluttered environment.
  4. Cord Lovers
    A major chunk of your active TV viewers like the Cord Lovers segment can be further engaged on their phones with actionable ads while your TV ads are top-of-mind. This way you can move your relevant target audiences from awareness to action and make the most of your ad dollars. 
  5. Behavioural/ Demographic-based Segments
    If your product is aimed at a specific TG, like affluent audiences for a premium product or parents with young kids for baby products, we can help you identify them too. Explore several other behavioural and demographic profiles that can help you target relevant audiences in the current context.   

By adding TV viewership driven profiles on your campaigns, you can boost brand awareness, share-of-voice and also help convert TV exposure into digital leads.

Spending smartly today will lead to better ROIs for your marketing campaigns and help you effectively leverage current media consumption trends. 

If you want to know more about smart segments, feel free to download our e-book below or get in touch with us today

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Sruthi Veer
Sruthi Veer
Content writer ( + guitar & pool player) at Zapr Media Labs.

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