ZaprEngage - TV to mobile engagement

1. TV-TO-MOBILE AUDIENCE ENGAGEMENT
1
ZaprEngage

2. ZaprEngage: Our offerings
Lives in metro city
Watches English
and news channels
Exposed to ads of
premium products
Owns a premium
mobile phone
Watches TV
mainly after 8 pm
Zapr’s Audience Profile
Further demographic profiling
can be done on Facebook,
Youtube, DBM, Hotstar
Enhance brand awareness by incremental reach
to audience unexposed to your TV ads
Win back share of mind by targeting the audience
exposed to competition’s TV ads
Build frequency for TVC exposed audience to
ensure top-of-mind recall and drive call-to-action
TV-sync moment marketing to build connect to
the brand with real-time TV moments
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3
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3. Zapr’s deterministic
incremental reach
saves >80% cost vs
other digital platforms
Incremental reach
on Digital
(5-15% of overall reach
on Digital)
Overlap between
TV and Digital
(85-95% of overall reach
on Digital)
Reach on TV
Incremental Reach
on Digital
Overlap between
TV and Digital
Source: Zapr analytics, Secondary research, industry experts. Depends on size of TV plan and TG profile
Reach
on TV
85-95% audience targeted on Digital
have already seen the ad on TV. Zapr
targets only TV unexposed audience and
avoids spending on overlapping audience
1A

4. 20
12
2 1.5 1 0.5
3
Channel 1 … Channel 25 Channel 26 … Channel 30 ZAPR
Incremental Reach Duplicate Reach
Zapr can replace tail channels in your TV plan,
saving >50% costs on those channels
Source: Zapr analytics, industry experts. Depends on size of TV plan and TG profile
Deterministic
Incremental
Reach on Zapr
=
Total Incremental Reach
on all tail TV channels
(with >90% overlap)
1B

5. Zapr builds frequency by targeting only
underexposed audience, saving >60% cost
20-40% audience is usually
underexposed on TV. Brands need to
target them again
Source: Zapr analytics, industry experts. Depends on size of TV plan and TG profile
% Audience Exposed
FrequencyofExposure
Frequency distribution curve of a typical TV plan
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Frequencyof
Exposure
% Audience Exposed
Frequencyof
Exposure
% Audience Exposed
With no TVC exposure
data, Brands target
everyone (incl 60-80%
overexposed audience) on
TV or Digital
Or brands can target
only the
underexposed
audience through Zapr

6. Note: Optimal mobile ad frequency (against TVC) depends on creative type; e.g., video (1-2x) vs banners (2-3x) and individual brand strengths
Zapr helps neutralizing brands’ competition
by targeting their TVC audience
3
Competition brand shows its
TV ad and gets higher share of
mind
BRAND B
(Competition)
Zapr can target exactly these
audience on mobile to win
back share of mind
BRAND
A
Neutralize competition 24x7,
no need to be on air or
emulate their TV plan
Ensure maximum ROI by
targeting only the audience
exposed to competition ads
Achieve higher recall by
using same method to target
partners’ ad audiences

7. Zapr offers TV-synced Moment Marketing to build
connect of your brand with live TV moments
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Use Zapr’s TV-sync Moment Marketing to trigger mobile ads within 20 seconds of live TV events
• Higher association built with the brand
• TV moments become actionable and call-to-action is
stimulated from the users
• Competition TVCs lose their impact
For those watching TV live…
• Higher brand awareness and recall is built
• Non-exposure to your TV ads doesn’t impact you
• They might get encouraged to watch relevant TV content
For those not watching TV…
TV Moments available for in-sync
advertising
Your TV ads or your partners’ TV ads
Competition brands’ TV ads
Live sports events and in-match moments
Show you have sponsored or having
relevant content

8. Audience targeting methods available
Creative Types
Standard Banner
Interstitials
Rich Media
Video: Click to play
Video: Auto Play
Platforms
Zapr
Programmatic
Other
Programmatic
Exchanges
Direct
Publishers

9. Introducing ZaprPlay
Dynamic, interactive high impact mobile ad units to gain
higher user traction and engagement
100 +
interactive
features
Contextual
triggers
Innovative
call-to-actions
 Gamification
 Animation
 In-ad video
 Drag-n-drop
 Location of the user
 Time of day
 Weather conditions
 Custom audience segments
 Click-to-call
 Click-to-message
 Click-to-calendar
 Click-to-gallery
A well-designed creative
contributes 56%
to overall sales lift
Rich media, dynamic ads enjoy
>200% CTR
than static ads
Boost Creativity with dynamic rich
media ads
56%44% Tilt 360°
 Wipe / Scratch
 Slide
 Shake
Source: Secondary Research

10. Our Offices
New Delhi
Bengaluru
Mumbai
Jakarta, Indonesia
Let's talk-
marketing@zapr.in
Contact Us