The document discusses next generation audience targeting for an app with 400 million downloads. It currently uses demographic and interest-based filters for targeting, and launched targeted audiences in early 2019. Key customer sectors are analyzed including their target demographics. New feature ideas are presented such as creating demographics from watch patterns, using Facebook login data, and providing insights reporting. Other ideas include carousels, A/B testing, and scraping 3rd party data.

1. Next Gen Audience
Targeting
JATIN CHUGLANI

2. Current Scenario – Key Points
 400 mn downloads for the App
 75% traffic from mobile, 25% from web
 Targeted Audiences Launched in Early 2019
 High cost-effective ads with 80% completion rate and 5-10% CTR

3. Current Demographic Targeting
• Gender / Age filters
• Interest Based filters :
• Auto enthusiasts, Beauty buffs,
Carpoolers, etc.
• Language / Location Filters
• Device price range filters
• Custom Audiences

4. Target
Demographics By
Customer Sector
JATIN CHUGLANI

5. Key Customer Sectors
 Looking at various sectors and the corresponding customer demographic
 User personas needed for ad campaigns

6. Industry : Food + Drinks Vendor
 Promotion / types of ads :
 Run contests
 Share User Comment
 Targeted Deals (Birthdays / Anniversaries / Sports events)
 Promoting new restaurant openings
 User Personas to target :
 Living away from hometown
 New jobs
 Students
 Foodies (already part of the platform)
 Living near a new restaurant (hyper local)
 Late Night users of the platform

7. Industry : Tourism and Hotels
 Promotions / types of ads :
 Promoting events and deals
 Run contests
 Share User Reviews
 Targeted Deals (Birthdays / Anniversaries / Seasonal)
 User personas to target :
 Travelers (Already part of the platform)
 Abroad travelers
 User Events (Birthdays / Anniversaries)
 Travel show viewers
 People who watch from different cities

8. Industry: Political Parties
 Promotions / types of ads :
 Campaign ads
 Congratulatory posts on
milestones
 User personas to target :
 Localised ads (Already part of
the platform)
 Language specific ads
 Combination filters Political
inclination (Liberal /
Conservative)
 Education Qualification

9. Industry : Telecom
 Promotions / types of ads :
 Promoting deals
 New Initiatives / plans
 Special travel plans
 User personas to target :
 Abroad travelers
 Location targeting
 Language specific targeting
 Purchase history (mobile phones)

10. Industry : TV Series and Movies
 Promotions / types of ads (Internal and
External) :
 Film Releases
 New Shows
 User personas to target :
 Genre Profile
 Casual Watchers / Binge Watchers
 Genre Similarity with the current
content

11. Industry : Sports
 Promotions / types of ads :
 Pre-tournament ads
 Target ads based on match results
 User personas to target :
 Sports affinity
 Rule Result based advertisements

12. New Feature Ideas

13. New Feature Ideas
 Demographic creation from watch patterns
 Demographic data from Facebook Login
 Reporting with Intelligent Insights
 Other misc. ideas

14. Watch patterns
 Late Night Watchers / Early risers
 Bollywood / Hollywood / Kollywood affinity
 Genre affinity – Action / Comedy / Romantic / Horror
 Cricket / Football / Kabbadi fans
 Students (Based on Location data)
 Travelers – Frequent Location change
 News affinity - Political affiliation
 Interests based on Documentaries – Travel, History, Arts, Tech, etc.

15. Facebook Login API attributes
 Likes (user_likes)
 Hobbies : Music, Arts
 Games
 Books
 Fitness interests
 Tech Enthusiasts
 Hometown (user_hometown)
 User Birthday (user_birthday)

16. Insights Dashboard
 Overview Dashboard for all campaigns
 Total Impressions
 Total Money spent
 Demographics and Interests (Total and Per User)
 CTA
 Money Spent
 Watch time for ads
 Location
 Language

17. Other misc. ideas
 Carousel for display ads
 A/B tests to test performance / messaging
 3rd party data companies for twitter and linkedin scraping (fullcontact.com)

18. Thanks
JATIN CHUGLANI
CHUGLANI.JATIN@GMAIL.COM | 9666818768