Identifying Niche Audiences in India
Royal Stag delved into InMobi Audiences to form high-impact user cohorts based on their demographic, appographic, and technographic traits and identified internet-savvy audiences, millennials, business park employees, shopping enthusiasts, and gated community residence dwellers as the target audience. The brand then reached these audiences through the location polygons deployed around their homes, apartments, and shopping malls.
Engaging the Audiences with Mobile Video
Royal Stag launched 30-second video ads representing the brand's philosophy, 'It's your life, make it large.' The video captures their passions and the way the global icons made it large in their lives. While the wide reach of the video ad demonstrates the visibility of the campaign, the high video completion rates are reflective of high engagement.
Reaching Audiences on Top Engagement Apps
While it was important for the brand to identify the right audiences and create a highly engaging ad, it was also paramount to reach consumers on the right platforms that deliver brand-safe experiences and high engagement. Hence, the ads were delivered within the top gaming apps that smartphone users increasingly spent their time on – predominantly casual gaming apps. What made the difference in delivering incredible results for the campaign was the placement of the video ads in the right format and the right place. Delivering the right mix of rewarded and non-rewarded horizontal video ads in a gaming environment ensured a non-intrusive experience while delivering higher visibility and completion rates.
Campaign Levers that Optimized the Campaign Reach
With constant trials and experimentation, the brand identified key performance drivers such as device-level configurations, carrier signal refinements, peak performance hours and optimized the campaign to effectively reach their target audiences at scale and deliver maximum impact.