1 minute read
Digital Media
Digital
Over-The-Top Commercial Spots 90 percent of of users 25-34 access TV content from the internet, 1 while 50 percent of all internet users access an online video subscription service at least one a week. 2 Utilizing OTT :15 and :30 video spots will enable Bumble Bizz to reach the target age demographic as they watch TV shows through apps or subscription services on their computers, mobile devices, or connected TVs, while eliminating the waste of exposure to non-target audiences. The audience will be further segmented using psychographic data to reach recent college graduates and working professionals.
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Programmatic Sponsored Content
Programmatic sponsored content will be displayed to our target audience on websites they already visit, such as Huffington Post and Slate. These native looking placements will be presented in an easily digestible listicle format, with titles such as “10 Ways for Women to Network at the Next Level,” and include a call to action encouraging viewers to download the Bumble app. 45% of users believe business related sponsored content adds value to their experience on a website, making this medium an effective tactic for reaching the target in a less intrusive manner while continuing to spread a message of empowerment. 3
Geo-Targeting Display Ads When an individual is exposed to a guerrilla advertising tactic, such as when they walk past an installation, the area will be geo-fenced and their device information will be be recorded. Mobile banner ads reinforcing Wave I tactics and Bumble Bizz branding will be displayed to those in our target age range who have already been exposed to the guerrilla placements, furthering curiosity and driving brand awareness.
App Store + Google Play When an individual is exposed to a guerrilla advertising tactic, such as when they walk Bumble Bizz will run sponsored search ads on the App Store and through the Google Play Store to increase visibility of the app. With an average conversion rate of 50%, this an effective way to generate direct downloads. Search ads will appear at the top of search results as a banner after users type in phrases such as “networking,” “mentor,” “mentee,” “professional connection,” “professional networking,” etc.
1. http://www.thevab.com/wp-content/uploads/2018/03/OTT-Ecosystem-Overview-Final.pdf 2. http://www.thevab.com/wp-content/uploads/2018/03/OTT-Ecosystem-Overview-Final.pdf 3. https://www.statista.com/statistics/524813/percieved-value-of-sponsored-content-to-readers-us/
