Spikes Asia

How Star India Aced Primetime TV battle: 550,000+ New Viewers Across Three Major Shows

RED BRICK LANE MARKETING SOLUTIONS PVT. LTD., Bangalore / STAR INDIA / 2018

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Overview

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Credits

Overview

Background

Star Plus, a leading Hindi Television broadcaster took three strategic primetime bets by launching three new seasons in 2017 and tapped into some of the hottest trends in Indian entertainment industry - comedy, historical drama and dance reality.

45% of TV viewers in India tune in during prime-time (8 PM – 12 AM) making it the most valuable few hours in the Indian TV market. With ad spots priced 300-400% higher than non-primetime, channel viewership ratings would directly impact share-of-wallet for broadcasters. Star’s objective was to capture maximum share of primetime audiences on TV and ultimately convert promo viewers into loyal show viewers on TV. They would target people most likely to tune in based on affinity to both content and the time-slot during which the new shows aired on TV.

Star Plus used India’s only TV-to-Mobile engagement platform via mobile programmatic to convert 550,000+ unique individuals into show viewers!

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.

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