Over the past six months, dozens of brands and agencies have leveraged ZAPR’s audience targeting platform to engage with TV viewers. While designing the platform, we welcomed a lot of feedback from our early brand partners and have consequently designed the audience platform to be incredibly flexible to meet multiple brand objectives.
For example, some brands leverage the ZAPR audience platform to augment their campaign frequency. Whenever a brand is running a TV campaign, it can identify audiences who have been under-exposed and then re-engage with them on mobile. So TV viewers who are busy surfing Facebook or other apps during ad-breaks will now be exposed to the same brand content.
But the real power of the ZAPR platform extends far beyond mere retargeting: most brands that are engaging with ZAPR today don’t even have a TV campaign on air.
ZAPR is India’s largest media consumption repository. We profile over 25 million individuals on all of the TV channels, shows and commercials that they are viewing. For the very first time, ZAPR offers brands the opportunity to buy TV audiences on mobile. It is not just about identifying who has seen a particular commercial, but rather which audience segments are fitting into the brand’s media plan.
Can’t advertise on the IPL because the rates are sky high? No problem. ZAPR has an audience segment of over 8 million individuals who have watched the IPL, with whom the brand can engage directly.
Don’t have a TV campaign currently on air? That’s great, because with ZAPR, brands can now have an ‘always-on’ campaign to ensure that brand awareness stays high and doesn’t get dampened by competitive campaigns.
A robust brand communication strategy involves ensuring that a brand is always engaging with its target audience. Sometimes the campaign is on high intensity through TV bursts and cross-media communication such as OOH, radio, print, digital etc. and sometimes on low intensity through digital and mobile campaigns. However, no matter what time of the year it is and regardless of whether a campaign is airing on TV or not, ZAPR is the right cross-channel partner to ensure that the brand stays top-of-mind and in the consideration set of its target audience.
When a brand has a TV campaign running, ZAPR can help increase frequency and extend reach. But more importantly, when a brand does not have a TV campaign running, ZAPR can help guard against competitive brand erosion as well as sustain brand awareness in the earlier target groups.
Discover how ZAPR enables the fusion of technology and branding to create tremendous value for the media and advertising industry.
– Sandipan Mondal
(Founder and CEO, ZAPR)