Included with Prime
Included with Prime
With every Amazon Prime subscription, one gets to avail an array of services including amazon prime music
The Need
But unfortunately this is not common knowledge. Most people tend to use Prime just for delivery and then video. Brand needed prime users to download Amazon Prime Music at no additional cost, with their existing Prime Membership and get ad-free music
The Audience
Primary Target Audience: Our target audience is the existing IN Prime member base from whom we want to accelerate the adoption of Prime music.
Secondary Target Audience: Anyone & everyone who listens to music. All music listeners are our target audience. Music as a category has a universal appeal for every type of customer across demographic and psychographic profiles, across the spectrum of music enthusiasts, aficionados to casual listeners.
The Strategy – Design
Prime Music delivers more than what you expect. Every time you think it can’t get better, it does. Not only is Prime Music “Included with Prime”, but you get over 75 million songs, 10 million podcast episodes and so much more, all included with Prime.
Selection of Channels based on TG
The Strategy – Design
Audience bucket selection based on
user behavior & interests for secondary audience
Audience Buckets segmented based on the audience groups who would consume music content for eg;
Communication based segments created
Channel wise Audience segmentation based on targeting options
Behavioral,
programmatic
Hotstar tracks users outside the hotstar ecosystem, which allows for us to target users based on behavior such as users who have primevideo and not primemusic. Furthermore appographic targeting will allow us to emulate the concept of lookalike audience available on typical facebook campaigns
Interest based,
Programmatic
Voot allows for interest based targeting which would be further optimized by using appography targeting for audiences similar to users who downloaded the app.
Interest based,
Programmatic
Sony Liv allows for interest based targeting which would be further optimized by using programmatic targeting for audiences similar to users who downloaded the app.
Interest Based,
Programmatic
Dailyhunt allows for interest based targeting which would be further optimized by using programmatic targeting for audiences similar to users who downloaded the app.
Interest Based
Inshorts does not track users outside their ecosystem. Thus only interest based targeting can be implemented with measurements only till impressions and clicks
Proposed Plan
Pre Launch : To amend plans as necessary with market costs
Phase 1 : Limited spending to test channel & audience segment performances
Phase 2 : Optimized scale up to achieve goals
Pre Launch
Phase 1 & 2
