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Tune In, Outside the Box
JP Pereira – SVP, Marketing Science, VideoAmp
Brian West – SVP, Data and Measurement Strategy, NBCU TV & Streaming
Many viewers of programs on “traditional” networks like NBC are now watching those programs on digital platforms. To promote programs and increase tune-in, providers must reach viewers where they watch—that means: on all platforms. This presentation described the research conducted to explore the effectiveness of NBCU’s content marketing in launching and sustaining shows in today’s complex, fragmented viewing environment. NBCU partnered with VideoAmp to obtain the cross-channel metrics needed to achieve optimal strategies regarding the linear-digital mix of content promotions as well as their frequency, length and creative executions. After years of development, the goal of measuring tune-in on linear, digital and walled garden platforms has now been reached.Key Takeaways
- As most viewers watch on several platforms, providers need a complete view of all platforms to optimize content promotion. Obtaining accurate measures of viewers’ use of all platforms, however, is not an easy task and requires measurement innovation.
- NBCU partnered with VideoAmp to converge linear TV, digital and offline datasets through commingled identity graph to provide a view of the consumer across platforms. This approach allows NBCU to measure performance of all promotion tactics and determine which best drive conversions.
- The analysis of these data is helping NBCU to improve the impact of promotions. The data show how important it is to promote content on both linear and digital platforms and determine, for example, the right mix of promos on linear and digital platforms.
