THE SECOND SCREEN BULLET: SHOW LAPSERS SWITCH BACK TO PRIMETIME TV SHOW AT 40% H

TitleTHE SECOND SCREEN BULLET: SHOW LAPSERS SWITCH BACK TO PRIMETIME TV SHOW AT 40% H
BrandVIACOM 18 MEDIA PVT. LIMITED
Product / ServiceTV SHOW
CategoryA09. Media / Entertainment
EntrantRED BRICK LANE MARKETING SOLUTIONS PVT. LTD. Bangalore, INDIA
Idea Creation RED BRICK LANE MARKETING SOLUTIONS PVT. LTD. Bangalore, INDIA

Credits

Name Company Position
Sandipan Mondal Zapr Media Labs Co-founder, CEO
Amit Gupta Zapr Media Labs India Head-Strategy, Delivery & Operations
Dhruva Shetty Zapr Media Labs VP - Marketing
Justina Unugboji Zapr Media Labs Marketing Manager
Suzanne Sangi Zapr Media Labs Senior Content Writer
Sonal Pawa Zapr Media Labs Lead - Design
Shresth Vardhan Gautam Zapr Media Labs Visual Desginer
Aditya Krishnan Zapr Media Labs Designer

The Campaign

Using our ‘TV to Mobile Audience Engagement Platform’ operating on Android IDs, Viacom18’s engagement strategy would ensure that the latest content from Shakti reached only those who previously watched the show but dropped off, or migrated to other Hindi shows during primetime. Being exposed to the content they missed would keep the show’s story fresh in their minds amidst competition and make them inclined to tune back to the show. Using deterministic TV-to-Mobile technology, Colors TV could precisely identify individuals who dropped off from its show ‘Shakti’ and ensure that these viewers were targeted with Shakti promos, rather than exhausting their viewer-retention efforts on less specific segments whose responses cannot be measured. Shakti show lapsers and drifters would be engaged with teasers and promos straight on YouTube and any app their mobile, a lean-in point of attention which delivers 64% higher conversion rates compared to other second screen advertising mediums.

Creative Execution

Using audio fingerprinting technology, we identified more than 1.1 million audiences who fit into Viacom’s target groups and directly plugged this base into YouTube and programmatic DBM, enabling the campaign to reach 100% of identified audiences without any spillage of impressions. The campaign was executed across niche geographies with highest occurrence of Colors Shakti show-lapsers. Specific Hindi Speaking Markets (HSM) based on TV consumption were identified rather than broad geographic classifications to reach Shakti show-lapsers no matter which part of the country they were in! When people were found to drop out or switch from Colors Shakti on TV, they were immediately engaged with promos on YouTube and any other app they opened on mobile via DBM. This user pool was refreshed daily to reach only active users so that every dollar was spent to meet campaign objectives resulting in increased viewership for the show in just 14 days.

Results

- Viacom engaged 1,100,000+ Shakti show lapsers on their smartphones, after they missed the show or drifted to competitor Hindi GECs on TV - Targeted 100% of identified audiences in less than 10 days without any spillage of impressions - 4 times higher clicks to the Color’s website where people could watch the show online - 4% higher retention of viewers for Shakti on Viacom’s major Hindi GEC channel - Pomo-to-show conversion rates 40% higher than industry standards - Viewership for ‘Shakti’ on Colors TV increased by 25% compared to two weeks before the mobile campaign was executed Powered by a core technology that bridges the offline and online worlds, Viacom succeeded in influencing the minds of TV viewers via mobile leading to direct action back on TV! By engaging with the right content at the right time, the broadcaster directly achieved fantastic TV turnout in less than two weeks!

A major Indian broadcaster, Viacom 18, was faced with dipping viewership for a fiction series ‘Shakti’ aired on its top watched Hindi entertainment channel ‘Colors TV’. Colors needed to improve the often ambiguous and important customer relationship metric of “loyalty” among viewers of this primetime show. The channel approached India’s only deterministic TV-to-Mobile engagement platform to win back the minds of TV viewers who drifted to competitor shows. They were identified using ACR technology and engaged on YouTube where they directly responded by tuning back into Shakti on television at conversion rates 40% higher than industry standards!

STRATEGY: Shakti show lapsers and drifters would be engaged with teasers and promos straight on their smartphones, a lean-in point of attention which delivers 64% higher conversion rates compared to other second screen advertising medium. Using the agency’s unique link between TV and Mobile, Viacom would identify and engage with show-lapsers to ultimately increase their inclination to tune back to ‘Shakti’ on TV. Target audiences: 1) Colors Shakti lapsers who previously watched the show on TV, but dropped off at a particular point in time 2) Drifters who started watching competitor Hindi GECs airing at the same time and on the same days Viacom 18's approach ensured that the latest content from Shakti reached only those with enough context and interest, hence being exposed to the content they missed on TV would make them inclined to tune back into Colors Shakti on TV in just 14 days.

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