HOW STAR INDIA ACED PRIMETIME TV BATTLE: 550,000+ NEW VIEWERS ACROSS THREE MAJOR

TitleHOW STAR INDIA ACED PRIMETIME TV BATTLE: 550,000+ NEW VIEWERS ACROSS THREE MAJOR
BrandSTAR INDIA
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

Creative Execution

Across three campaigns, our media labs division identified 7.8 million unique users who fit into Star’s TV-to-Mobile campaigns. Using in-house ad technology, we programmatically executed second-screen advertising that replicated a TV campaign on mobile. We connected users across offline and online screens using Google Advertising ID (GAID), a unique ID identifier on our base against which offline viewership is mapped and targeted across multiple advertising networks. Target audiences were engaged with promo videos on any app they used anywhere on the mobile ecosystem across major mobile exchanges such as Google’s AdX, Twitter’s MoPub, InMobi, Smaato, Inneractive, Vdopia and direct partner properties. Our ad-tech network ensured fixed frequency caps with not more than 2 ads shown to a user giving just the right amount of awareness, without excessively bombarding target audiences with promos. The platform achieved 100% engagement with Star’s identified target segments securing zero spillage of the client’s digital budgets.

• 550,000+ converted from Mobile campaign to TV viewership • 6% - 8% Promo-to-Show conversion rates revealing impact of cross-screen campaign. • 2 - 3 million audience segments identified for each campaign • Engaged 100% of identified audiences with 4,000,000 - 6,000,000 million impressions served on mobile in less than 3 weeks • High video engagement with completion rates as high 45% • 3-4 times higher Click-Through-Rates to brand’s landing page (compared to industry standards) • Post-campaign analysis on TV consumption behaviour of Target Groups for better understanding of audiences and their content preferences / content affinities We helped Star India grab higher share-of-mind and hence share of eyeballs and share of wallet higher than competition.

Our proprietary ACR-powered fingerprinting technology detects media consumption for millions of users. Targeted audience clusters were derived from our database using deep neural networks and collaborative filtering approaches based on media consumption habits of users. For Star India, our media labs division classified the following target groups according to their TV consumption three months prior to the campaigns: Primetime loyalists: People who regularly watched Hindi channels across all content in the very same primetime slots (eg. 8 - 9 PM) and were most likely to switch channels to Star’s newly aired shows on TV. Genre enthusiasts / competitor audiences: People who tune into rival shows in the same niches such as reality TV, comedy, historical drama. This second-screen strategy executed completely on mobile programmatic would achieve precise promo-to-TV show conversion rates as high as 8%, previously impossible for any broadcaster.

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