Zapr’s solution was driven by the need for user-level, INDIVIDUAL data of offline media consumption previously nonexistent in India which has the world’s second largest TV population comprised of 800 million active TV viewers across 200 million households. This massive market drives annual TV spends amounting to 10 billion USD for hundreds of brands in India. This insight led to the development of ACR technology powered by proprietary algorithms that collect offline media consumption. Zapr’s originality lies in its application of ACR technology to track variety of offline media consumption and create a real cross-screen experience across Television and Digital, that is precise and effective. While ACR technology and its unique applications have existed for many years, Zapr’s novel innovation utilizes ACR for TV content detection in a country like India prevalent with low smartphone quality (on average) and backward internet connectivity. Achieving 99%+ accuracy in such conditions for 60 Mn+ people is groundbreaking.

A. ZAPR INSIGHTS

Zapr monitors TV performance and collects broadcast viewership in real-time, customized based on geography or viewership patterns. Brands and broadcasters can make data-driven decisions for their media plans using 1TB worth data processed on a daily basis, 80+ billion TV minutes and 5,000+ commercials analyzed among 60+ million smartphone users.

B. ZAPR ENGAGE:

1) Incremental reach: Advertisers can reach audiences unexposed to their TV ads or broadcast content and garner higher share of eyeballs. Zapr’s saves from spending on 90% digital audiences overlapping with TV and saves >80% cost in comparison to other digital platforms.

2) Frequency building: Zapr measures the optimal frequency of exposure for brand lift, identifies underexposed audiences of a campaign on TV and re-engages them on mobile, ensuring top-of-mind recall and saving >60% of costs.

3) Competition targeting to win back lost share-of-mind: Zapr efficiently identifies only audiences exposed to competition’s TV ads, targets them at a customized frequency and engages them on digital.

C. ZAPR RESEARCH:

Zapr’s target customer research helps efficient media planning and determines brand lift and the impact of TV campaigns based on real metrics. This precise, scientific and error-free research helps eliminate false reporting.

Ranked 12th globally on the MMA SMARTIES Business Impact Index as ‘Top Technology Provider’, Zapr solves a real need in the industry to bridge the offline and online media platforms. Over the year, we’ve seen fantastic hikes in revenue, hitting an average growth rate of 40% quarter-on-quarter. Clients who have repeated business with Zapr have run an average of 3 campaigns with us.

Here are snippets of Zapr’s impactful campaigns: We boosted offline viewership and loyalty for a leading Indian broadcaster, Sony Entertainment TV, engaged 350,000+ TV viewers on mobile and converted them to watch ‘Super Dancer’ on TV! The campaign bagged two Golds and an Industry Award for ‘Best in Show’ at the MMA Smarties 2017.

Zapr Engaged 1 million unique users who watched Club Mahindra TV commercials delivering 20,000+ increase in website traffic, and the highest quarter-on-quarter growth since 2016! This campaign case won a host of awards: Mob-Ex Singapore, Global Digital Marketing Awards, Digixx Awards by Adgully.

The same TV-content recognition technology has been taken to other platforms like Cinema, Radio and Music. With recent integrations and expansion in business, our technology has scaled across new geographies - India, Middle east and Southeast Asia.

Zapr is the only company globally which has been able to build a massively scaled media consumption repository, offering data analytics and engagement solutions to brands, media agencies, broadcasters and research outfits. The Zapr ACR technology on users’ mobile phones analyzes offline media consumption data with negligible effect on phone battery and data usage, while maintaining user data privacy.

Using inhouse Mobile advertising technology, Zapr has provided a breakthrough solution to the media and advertising industry. We’ve created truly integrated, cross-screen experience that is unduplicated, measurable and based on deterministic media consumption data and customized audience segments.

Zapr gathers TV consumption data of 60+ million individual Android smartphone users across 650+ channels in near real-time using a Software Development Kit (SDK) integrated with devices via user opt-ins. Powered by Digital Signal Processing, audio fingerprints are created on user devices whenever media content is detected in ambient audio, sent back to in-house servers hosted on AWS and matched with TV channels. In a single day, we process 50x the samples compared to giant media detection platform ‘Shazam’, at 99.9% accuracy rate using cluster analysis and machine learning based algorithms.

Zapr interprets user data into the following insights without collecting any Personally Identifiable Information: Demographic profiles based on TV consumption patterns in time and genres; affluent audience maps based on consumption of premium content and handset data (high, mid or low priced phones); geographic profiles by niche Socio-Cultural Regions (SCR) within markets comprised of different ethnic groups.

Zapr targets users with rich media creatives, banners, interstitials and carousels across different platforms: Programmatic (both in-house and DBM) via hundreds of exchange networks that bid inventory in real-time; Social network platforms - YouTube and Facebook, with user IDs refreshed daily to reach only active users.

The global media and advertising industry is nearly a trillion dollars in size, yet it is plagued by numerous issues all centered around a massive lack of media consumption data to drive decision-making. In this situation, Zapr Media Labs has built the world’s largest offline media consumption repository using Automatic Content Recognition enabled by proprietary frequency fingerprinting technology. Zapr has solved major problems faced by the global media industry by bridging the gaps between the offline and online world. Our objective at Zapr Media Labs is to create a comprehensive offline media consumption profile for individual users, understand their behaviour at really granular level and engage them with the most relevant content while aiding marketers to drive deterministic, integrated targeting across the entire advertising ecosystem (traditional to digital).