The tablet market is facing a unique challenge – it’s a highly competitive market with over 165M units sold last year across multiple high-profile brands, but overall sales are down nearly 7% from 2016 which means consumer interest is waning. How can tablet manufacturers stay ahead of the competition while also driving more sales?
Microsoft’s Surface product line is the centerpiece of its tablet business – racking up nearly $4.5B in 2017 sales – and also the company’s best bet to compete for market share against Apple’s iPad with a new line of low-cost tablet options, according to a Bloomberg report. With a great product and an ambitious plan, Microsoft needed an innovative way to stay top of mind with their target audience.
It’s well known that TV still remains the primary medium to reach the masses and increase brand awareness. The digital marketing funnel ranging from display campaigns at the top to search and retargeting at the bottom helps the brand engage with the consumer on their preferred device of choice.
But the challenge is how do you tie the two together and get the mass of TV to feed into the digital campaign and jump start that digital conversion process? Microsoft and Samba worked together to analyze TV viewing behaviors of their target audience and reach those consumers with on their second screens with digital ads.
The targeting strategy involved:
- Reaching viewers who watch relevant TV programming such as Technology, Arts, Entertainment. By selecting viewers of these TV programs, Microsoft significantly increased the chances of reaching the right audience at a fraction of the TV ad costs
- Even though big brands buy TV ads during specific programs to help reach a large audience, a portion of that target audience will miss the TV commercial. These include light TV viewers who watch very little TV, cord-cutters or streaming video viewers. To be able to reach these users who were either underexposed or completely unexposed, digital targeting of these audiences was the perfect strategy for Microsoft.
- Finally, to get a competitive edge, Microsoft retargeted viewers who were exposed to their competitor’s TV ads. This ensured that Microsoft was implementing an effective conquesting strategy by reaching consumers digitally in real-time on their second screens while a competitive TV spot was airing.
Leveraging TV viewership to influence your digital campaign is a great top-of-the-funnel strategy that can help your digital efforts reach a large yet relevant audience and ramp up faster for quicker optimizations.
As a result, The Microsoft Surface campaign showed a 233% increase in ad recall among those who saw the digital ad on their mobile devices. This kind of increased ad recall can have an immediate impact on the consumer’s decision to buy your product when they are ready for purchase.
Download the case study to see more details about the campaign and see what Microsoft had to say about it.