While ‘multiscreen viewing’ is well documented, our research showed us that 79% of internet adults use mobile devices while watching television. The highest overlap is between smartphones and television at 49%.

This phenomena is played out in a huge way during cricket tournaments. 60% of audiences are active on social and cricket apps while watching matches on television.

Now, buying airtime on the Indian Premium League (IPL), (largest tent-pole in the cricking calendar) was a ‘no-go’ for Pureit due to its exorbitant costs. However IPL 2016 had clocked 550 MN video views so the mobile was proving to be an effective and efficient medium to consider.

Research also showed that the Leading Competitor in the category spent nearly 50% of their television budgets on cricket which drove saliency and reach.

We tagged competitor advertising on television during IPL and sent Pureit messages on mobile deploying television to mobile FINGERPRINTING TECHNOLOGY.

The ‘TV to Mobile Fingerprinting Technology’ is a programmatic, cross-device platform used to detect brand ads (including competitor ads) on television and then sync 100% unduplicated audiences across other devices i.e. mobile.

We tagged all ads of the leading competitor, across all channels. These were then synced with PUREIT ads on Mobile, which were on product superiority. The PUREIT mobile campaign was launched through real time syncing with the TV campaign of this leading competitor. A definitive ‘call to action’ to give a missed call for a HOME DEMO was incorporated.

Moreover, while serving ads on mobile, additional targeting parameters were incorporated:

1) Demographics- 30+ yrs. All adults.

2) Genres/ Interests- like sports, cricket, IPL, social.

3) Placements like FB, YouTube and other apps were added to avoid wastage.

15% of the overall marketing budgets was allocated to this activity as our key goal was to generate leads for demonstration.

The campaign was a SUPER SUCCESS! The campaign delivered:

• 5.9mn+ exposures in just 1 month

• CTR shot to 1.10% (industry benchmark 0.20%)

• Video engagement rate at 15% (5 times the industry benchmark).

The icing on the cake came with 45% increase in leads generated.

Not only did we communicate to the targeted audience at the moment of truth but we did so in a clutter breaking environment.

We used a relevant and growing consumer trend of multi- screen content consumption for, not just advertising & message delivery, but also for delivering actionable results. Interested leads captured through this campaign were further nurtured to deliver product sales at high ROI.

Marrying consumer behavior (cross-screen usage) with clever messaging made for an interesting and differentiated advantage.

Our learning - You need not OUTSHOUT your competitor to get ahead, when you can tactfully OUTSMART them.