Mumbai: On 8th November 2016, the announcement of demonetization, sent citizens and banks scrambling towards a more digitalized India. Kotak Mahindra took quick action and in just four months, launched its 811 mobile app getting everything down from online banking, shopping, travel bookings to mobile recharge.
The BSFI brand ran a campaign on broadcast TV themed around some of the app’s many offerings. However they wanted to make sure the app’s messaging reached a specific universe of smartphone users in India.
So the task was “How to engage with people who owned smartphones but missed Kotak’s TV ads?”
The brand Kotak Bank solved this problem with unique TV-to-Mobile targeting at Zapr Media Labs. They detected smartphone users who were not exposed to Kotak’s TV commercial and engaged with them on their mobiles.
Across Zapr’s database of over 40 million user profiles in India, they used fingerprinting technology to detect people who missed Kotak 811 commercials on TV and on YouTube. Identified user IDs were fed into the Zapr ad-tech system where targeting parameters were seamlessly matched with ad requests from hundreds of publishers. Targeted users were shown Kotak 811 ads on YouTube or ANY app they visited on their mobiles. To improve effectiveness of brand messaging, Zapr mapped out users by their offline content consumption and targeted them with different language creatives such as Bengali, Marathi, Telugu and Malayalam. For example, audiences consuming majority Bengali content on TV were shown Bengali ads, audiences consuming Marathi content were shown ads in Marathi and so on.
In less than three weeks, the brand reached out to more than 2.1 million unique individuals who missed Kotak 811 commercials on broadcast TV and YouTube. By immediately filtering out those who didn’t engage and covering loopholes near real time, they got more than 70% of the target audience to engage at least once with the brand’s messaging. Results point out that more than 60% of people who started the video watched it till the end (view-through-rates).
At each level of Zapr targeting, Kotak delivered deeper brand message until targeted audiences engaged through views or app installs. The ultimate business impact of the targeting was a massive app downloads from the campaign’s install app option.
Thus, Zapr Media Labs helped the brand to reach over 2.1 million Indian smartphone users who had missed Kotak 811 commercials on television and engaged at video-completion-rates 2x higher than industry benchmarks.
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