Your target audiences are constantly caught in a storm of brand messages. Everyone in your category is trying to gain more share of voice with the same set of audiences. This causes a lot of clutter which hinders you from standing out among your audiences.
The one who ends up sticking strongest on your audience’s minds could be your biggest competitors. And you definitely don’t want this to happen.
Competitor audiences are people who have been exposed to the TV campaigns of your competitor brands. They constitute about 15 - 25 million individuals in the TV viewing universe. It’s important to win these competitor audiences over to your side by engaging them in an uncluttered environment.
Why is it important to target competition influenced audiences?
To understand just how much competition can hinder your brand voice, we conducted an analysis for 5 top brand categories such as FMCG, Automobiles, etc. Results showed that competitors of an average brand have 7 - 9 times higher influence over a TG. This means your TG’s brand preferences can be heavily influenced by competitors, if you do not win back their attention.
Whether you’re running a TV campaign or not, it’s important to reach the same exposed audiences in an uncluttered environment where you can emerge as the hero brand.
How can Smart Segments help?
Using this segment which is one among Zapr's plethora of smart segments available on DMPs, you can target your competitor's audiences and win back share-of-voice by making people lean closer to your brand. We’ll help you neutralize the impact of your competitor brands among TV audiences.
Moreover, we’ll do it more cost-effectively, especially in cases where your audience has spent tons of money on TV for advertising on impact properties like IPL, sports events, movie premiers, reality shows etc.
You can also check out these blogs on other smart segments: