Mumbai: Isobar, the digital agency from Dentsu Aegis Network, has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow.
Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across highly engaging platforms such as Facebook, YouTube and DBM Programmatic. The campaign has already engaged more than 49,446 people who exactly fit into the band’s requirements and have moved straight to the point-of-sales at a Click-through-rate as high as 3.1%. The video engaged at a view-through-rate (VTR) of 57.11%, indicating that more than half of all the targeted users watched the video until the very end.
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The 50-day-campaign utilises Zapr’s database of over 40 million user profiles in India through fingerprinting technology to map out those who watch Duroflex and other similar brand commercials on TV. Users who fit brand target group are then identified on Facebook and Youtube, and video ad content is displayed on their home feeds. Target groups are also engaged across hundreds of publishers via DBM programmatic network.
Commenting on the campaign success, Suraj Nagappa, VP, Isobar India stated, “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”
On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex commented, “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”
