Building High-impact Custom Audiences & Polygon Maps
As the first step, the brand identified food enthusiasts, internet-savvy audiences, business park employees, and office goers aged between 25 to 44 years on InMobi Audiences, based on the advanced appographic-, technographic-, demographic-, and location traits. The brand then polygon mapped their areas of interest such as apartments and condos, business parks, and prime office locations, and targeted them to drive higher brand consideration.
Creating Immersive Ad Experiences with Mobile Video
With mobile video ads delivering 3x engagement3 over other ad formats, the brand chose to create immersive mobile experiences for the users with a 7-second short video. The video featured the common problems that lunch packers face with their rotis turning rubbery and chewy after a few hours. The video showcased the perfect solution of making rotis with the ‘Aashirvaad Select’ atta that keeps the rotis softer for longer. The CTA on the video ‘Buy Now’ enabled the viewers to directly purchase the atta from the brand’s website.
Re-engaging Dormant Users with Retargeting
The brand drove consideration by retargeting the unengaged video ad viewers with a fullscreen carousel ad. The CTA on the ad ‘Order Now’ nudged them to switch to Aashirvaad Select Atta. Additionally, by delivering the fullscreen ad to high-intent users, the brand could redirect more users to the website in just two weeks.
Optimizing the Campaign for Higher Impact
What worked for the brand were the campaign optimizations done to refine the reach and engagement on the ad.
Supply Optimization: While delivering the ads in popular gaming apps resulted in the highest video completion rate, delivering them on entertainment and other apps ensured a wider reach.
Time Targeting: The campaign was optimized to reach the audience when they are most receptive during the weekends for higher visibility.