Embassy Group Goes Digital on Real Estate : Turns Big TV Spends Into Virtual Point-of-sale on Mobile

• Achieves 2.3x higher brand recall and 8% lift in purchase intent 

Bangalore, November 23, 2018 : Real estate in India is pegged to touch US$ 180 billion by 2020 with 92% home buyers searching for homes on the Internet. Embassy solved this challenge of ramping up digital marketing for an industry which sees long sales cycles by syncing TV commercials with mobile ads, creating a virtual point-of-sale on digital (mobile).

The giant real estate group released fresh messaging about its technology-driven projects, for which they spent heavily on TV by advertising on select channels. However, they had to ensure that target audiences were engaged effectively across media platforms where they could measure real outcomes.

Aditya Virwani, Chief Operating Officer – Embassy Group, expressed, “Embassy has always been at the forefront of identifying and implementing unique initiatives across functions. Zapr has played a pivotal role in helping us magnify the reach and impact of our Future First Campaign, which targeted over 644,000+ unique smartphone users who were underexposed to our TV campaign.”

Synergic cross screen targeting for optimal frequency : Engage over and above TV 

Using audio content recognition (ACR) technology developed at Zapr Media Labs, Embassy identified viewers of its commercials as they aired live on TV. They were able to target the same individuals on Zapr’s ad-tech platform until they reached an optimal frequency of exposure, saving 60% of costs compared to other non-targeted digital platforms.

Feedback survey for real-time measurement of campaign impact 

Since two-thirds of smartphone owners use their phones to learn more about something they just saw on a TV commercial, directly linking Embassy’s TV ads with mobile created 2.3x higher brand recall and converted new-age viewers into potential home buyers.

Deepak Baid, COO – Zapr Media Labs, said, “Zapr executed this frequency building campaign for Embassy on programmatic, across all app categories in the mobile ecosystem – e-commerce, news, gaming, lifestyle, etc. Our video engagement beat industry standards with 35.58% VTRs and 3.81% CTRs, proving that digital ROIs are instrumental in creating real business outcomes.”

To read the complete Embassy case study, click  here.

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