5 WAYS TO DRIVE TUNE-IN WITH DIGITAL MARKETING

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State of the industry

Methodology

What you’ll learn from this report

Insight 1: Show type impacts tune-in.

Insight 2: Marketing a returning show is more efficient when you can persistently identify its viewers.

Insight 3: Messaging frequency affects tune-in.

Insight 4: Reach people on mobile for maximum tune-in.

Insight 5: Optimizing the video and display mix drives higher tune-in.

Case study: Mixing video and display to drive tune-in for a broadcast network

Final advice

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Contents

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Gone are the days when families sat in front of the TV together to watch a single episode of their favorite primetime program. New devices, platforms and always-accessible programming have forever changed the way we consume TV. But there’s one thing that hasn’t changed: our obsession with TV content.

Traditional TV isn’t dead Linear TV remains a vital part of viewership. According to IAB, 86% of Americans watch linear TV at least once a month.

Time spent watching linear TV has decreased in the past two years, but it’s not that people aren’t watching TV—they’re just choosing to stream it instead.

Platforms are fragmented

Most households use both linear TV and streaming. In fact, Samsung reports that 80% of their smart TVs connect to a cable set-top box. People tend to bounce back and forth between linear and streaming for different reasons:

State of the industry

TIMELINESS

Take Game of Thrones, for example. Many people like to watch live to stay up-to-speed for the next day at the water cooler (yes, there’s still a water cooler at work). They also engage with other fans on social media in real time by live-tweeting the show or posting a reaction.

CONVENIENCE

Other fans prefer to watch the show at a good time for them on HBO Go, video-on-demand (VOD) or DVR. But if they’re out of town on Sunday and still want to watch it live, they’ll download HBO Go on their iPad and watch wherever they are.

86%of Americans watch linear TV at least once a month

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People go where the content is. With the amount of content available today, TV marketers who want to drive tune-in need to understand each person based on their viewing habits: those who only watch linear TV, those who use mobile and TV streaming platforms and those who use both.

New viewing options are outpacing old ratings systems In the U.S., Nielsen is the primary source of TV measurement. Nielsen ratings depend on a sample group of people who represent the entire population. But this strategy can’t be applied to in-app or online streaming. So how can marketers drive viewership and know if their marketing works?

All the content-viewing options make it important to understand each person’s media consumption holistically. You need a digital partner that knows each person in your current and potential audience and reaches them with relevant messages at the most opportune moments. For example, if you know a person watches Hulu on their iPad, their ads for your Hulu show should be personalized to their preferences: “Tap now to watch on Hulu.”

When you understand each person’s viewing behavior—both online and linear—you’ll make better predictions about what other content they’re likely to watch, and you’ll measure it when they tune in.

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Definitions

Connected TV: TV device that connects to the internet and accesses content beyond standard cable offerings.

CPTI: Cost per tune-in.

CPITI: Cost per incremental tune-in. This is higher than CPTI because it only accounts for the incremental tune-in that Conversant drives.

Holdout group: Households that fit all criteria of the campaign audience but weren’t messaged. Their tune-in is measured as a baseline.

Lift: Lift in tune-in rate for messaged households compared to non-messaged households (holdout group).

Lift index: Lift rate compared to other lift rates in a set. Anything above the 100 index is considered above average.

METHODOLOGY

Linear TV: Real-time, scheduled programs sent through the air or via cable and satellite, as opposed to streaming content. Most broadcast TV is considered linear.

Streaming: The digital distribution of TV content over the internet to a specific user.

Tune-in: Tune-in rate for the group of messaged households.

Tune-in holdout: Tune-in rate for the group of non-messaged households.

Tune-in index: Tune-in rate compared to the other tune-in rates in a set. A higher index signals a more effective tune-in rate. Anything above the 100 index is considered above average. In the index, 100 is the baseline, and any digit above or below that baseline represents a 1% higher likelihood of tuning in.

Conversant, the leader in interaction management with Epsilon, connects networks and shows with verified TV viewers to drive tune-in for specific channels and programs. We combine data points on 14.5 million set-top box (STB) and over-the-top (OTT) TV viewers with our 200 million privacy-protected profiles to deliver display and video messages across people’s mobile phones, desktops, tablets and connected TVs.

Viewership data shows the messaged individuals who tuned in to the show. Lift is determined by comparing that tune-in rate to a holdout control group from the target audience as well as the national audience holdout. Tune-in rates, cost per tune-in (CPTI) and cost per incremental

tune-in (CPITI) are calculated with these numbers. The averages in this report are taken from all of our tune-in campaigns from 2016 onward.

We define “tune-in” by different lengths of time, ranging from 1 minute to 6 minutes, depending on the client’s preference. This report doesn’t apply a standard length to the definition. CPITI is simply the cost of getting someone to tune in to your show who otherwise wouldn’t have.

For linear tune-in campaigns, we use set-top box audience data to build models for people who use other cable providers. This scales the campaign’s reach and ensures advertising dollars aren’t wasted on people who don’t subscribe to linear TV.

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In a fragmented industry, how can TV marketers drive tune-in? With the current state of TV, it’s difficult to know the best way to market your programs. This report will give you a firm understanding of how digital marketing campaigns drive tune-in results.

What you’ll learn from this report

Best practices derived from three years of digital campaigns and analysis.

How variables such as show length, show genre and message frequency affect campaign performance.

Typical tune-in rate, lift, cost per tune-in (CPTI) and cost per incremental tune-in (CPITI).

The campaign performance metrics that matter to your stakeholders. By comparing your show with a baseline of how similar shows performed, you can plan better for next season.

Use viewership data to build a strong, qualified audience of the right people, and scale it by modeling the seed audience to reach “lookalike” viewers.

Deliver relevant, meaningful marketing to qualified people at the right moments to drive tune-in.

Work with always-on digital marketing partners, such as Epsilon-Conversant, to get a clear picture of how your audience interacts with your marketing and content for every show on every platform.

Analyze year-over-year trends and viewing history for better benchmarking and a deeper view into what affects tune-in.

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Here’s what you’ll learn:

Here’s how you can apply these learnings to your next campaign, to maximize tune-in and cost per incremental tune-in (CPITI):

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INSIGHT 1

Show type impacts tune-in. Genre and show length have an impact on a digital campaign’s ability to drive tune-in. Sports has the highest average tune-in lift, and comedy has the highest average tune-in rate (see next page).

This is also due to variables such as the show’s audience. For instance, comedy shows on big networks start with a large audience. This makes it harder to drive a lift because the holdout group’s natural tune-in rate is higher. In other words, there’s a higher likelihood that the people reached by the campaign would’ve watched the show anyway.

Sports usually has a lower tune-in rate than comedy because a sporting event focuses on two specific teams and doesn’t have wider appeal. If Boston College plays Florida State in football, only people who follow those universities are likely to tune in, so the audience is small. Any additional people tuning in will drive more lift.

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Average lift

Average tune-in

Average hold out tune-in

Average CPTI

Average CPITI

Action 3.52 21.1% 6.1% $0.45 $0.63

Comedy 3.26 25.1% 7.9% $0.31 $0.48

Drama 2.45 16.3% 7.5% $0.74 $1.41

Average lift

Average tune-in

Average hold out tune-in

Average CPTI

Average CPITI

30-minute program 3.19 20.7% 6.51% $1.49 $2.40

60-minute program 2.94 16.3% 6.91% $1.00 $1.48

Reality 4.59 4.6% 1.2% $1.59 $ 2.15

Sports 6.02 0.8% 0.2% $6.64 $8.24

Talk 3.28 3.5% 1.1% $2.70 $3.88

Drama had an above-average tune-in rate but a below-average lift. To increase both metrics, drama shows can identify and message people who would like the program based on their viewing history or interests.

Sports had a higher overall lift, indicating that sports event marketers are reaching a relevant audience and getting those people to tune in.

30-minute shows had a higher average tune-in than 60-minute shows.

Differences in tune-in by show type and length

SCRIPTED

LENGTH

UNSCRIPTED

Different genres and show lengths produce different results.

Understanding your CPTI will help you set the right expectations for your campaign.

RECOMMENDATION

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INSIGHT 2

Marketing a returning show is more efficient when you can persistently identify its viewers.It’s more expensive to increase tune-in for a new show than a returning one. The average CPTI for a new show was $1.28, while returning shows only had a CPTI of $0.81. CPITI was also noticeably higher for new shows ($1.74) than for returning ones ($1.26).

When marketing a new show, you need a strategy to know who your prospective viewers are. Identifying people who watched similar shows is a good predictor of whether or not they’ll like your new show.

When marketing a returning show, however, you can message the people who watched last season—as long as you’re able to find them.

Tune-in cost

Average tune-in

Average CPTI

Average CPITI

New 17.1% $1.28 $1.74

Returning 19.1% $0.81 $1.26

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Consider an always-on marketing approach.

RECOMMENDATION

With persistent identification that allows you to recognize viewers across all their devices and channels, it’s relatively simple to know who watched the previous season. If you know that someone is a fan, you can message them even when the show isn’t in season. The right digital marketing partner will have the expertise to optimize both media delivery and content for each viewer. They’ll also make sure you’re using the right data and technology to do it efficiently, at scale.

An always-on approach has two major benefits:

You’ll learn from your audience. If your marketing is always on, then you’re learning more about specific viewers and their behavior so you can interact with them more effectively in the future.

You’ll build a better prospect model. By continually learning from your audience, you’ll identify the right prospects and know how to reach them before the new season airs.

Don’t know what you should promote? Try:

“Catch up” and “discovery” streaming with “TV Everywhere” apps or VOD services that drive linear TV ratings for returning shows. For example, people can watch the new season of Jane the Virgin on the CW and the four previous seasons on Netflix or Hulu.

Engagement with other content, such as web experiences, related apps and games, and behind-the-scenes and outtakes videos.

Cast appearances or special events.

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INSIGHT 3

Messaging frequency affects tune-in. How often someone sees a show’s advertising affects whether or not they’ll tune in. If they’re messaged too often, they stop paying attention or get annoyed. If they aren’t messaged enough, they won’t have enough awareness about the show to pique their interest.

For maximum efficiency, we recommend 4.5–5.5 impressions across both tune-in and lift indexes. However, your show’s popularity may increase the general public’s exposure. People may see billboards and late-night TV interviews or hear about it on the radio.

Adjust your digital frequency to complement these other avenues. The right partner will understand your entire marketing plan and work with you to efficiently control frequency across channels.

For example, when The Voice comes back on NBC, it may not need a high-frequency digital approach because it’s well-known and will generate a lot of buzz organically. Selecting a lower frequency would be a better approach.

Know and understand each person as an individual.

Once you do, you can use real-time machine learning to optimize your message frequency to a rate that works for each of them—and you’ll optimize your budget, too.

4.5–5.5impressions delivered across both tune-in and lift indexes to drive maximum efficiency

RECOMMENDATION

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73–78%

Average tune-in

Mobile devices share of campaign delivery

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78–83% 83–88% 88–93% 93–98%

Average li�

Highest tune-in and above-average lift

INSIGHT 4

Reach people on mobile for maximum tune-in. You’ll see the highest tune-in rates and above-average lift when mobile ads account for at least 93% of your campaign’s mix.

Design campaigns for mobile delivery.

Whether you’re trying to drive tune-in or looking to efficiently spend your marketing budget, mobile delivery should make up a sizeable portion of your campaign strategy. Make sure that you’re optimizing for mobile devices and reaching individuals at the time they’re most likely to be using that device.

RECOMMENDATION

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<25% 25–35% 45–55% 55–65% 65–75% 75–85% 85–95%

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Average tune-in Average li�

Video format share of campaign delivery

Highest tune-in and above-average lift

High average lift, but comparatively low tune-in

INSIGHT 5

Optimizing the video and display mix drives higher tune-in. You’ll see a better tune-in rate and a higher average lift when video ads account for 55–65% of your campaign.

Include video in your advertising mix, but make sure it aligns with what your audience wants.

For the most efficient use of your video budget, optimize for each person. For example, don’t shift your campaign from video to display on a specific date. Instead, deliver an ad in the channel that makes sense for each person at the time it’s served.

RECOMMENDATION

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0% 10% 20% 30% 40% 50% 60% 70%

Share of tune-in

Video + display

Video only

Display only

Share of impressions Effectiveness (tune-in/impression)

2.59

0.33

0.54

CASE STUDY

Mixing video and display to drive tune-in for a broadcast network CHALLENGE: A major broadcast network needed to drive tune-in for a new show’s premiere and prove their marketing worked.

SOLUTION: We delivered video and display messages to people who were most likely to enjoy the new show based on their viewing history. We measured tune-in through the third episode to get a complete picture of the campaign’s results.

4.7Xmore effective using video and display together vs. using either alone

16.5%premiere tune-in rate

1.8Xtune-in lift vs. holdout audience

RESULTS

Share of impressions vs. share of tune-in

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Tune-in outcomes depend on each viewer’s individual preferences. The best way to drive higher tune-in is to reach the right people with compelling messages in the marketing channels they prefer.

As you build your campaign, remember to:

Final advice

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Deliver the right messages to people likely to tune in. Different show types have different levels of tune-in, so don’t be discouraged when your campaign for a basketball game has a lower tune-in rate than the one for your drama show. Instead, focus on understanding the type of show that each person is interested in watching, and use that insight to tell them when to tune in.

Use an always-on approach to marketing your show.Returning shows have an audience of known viewers, so use that to your advantage. By messaging your viewers even in the off-season, you’ll remind them to tune in when your new season is available, and you can use insights about them to predict prospective viewers.

Keep in mind that frequency affects tune-in. The optimal frequency for your digital campaign varies depending on show popularity and marketing across other channels. Find a partner that can help you manage that frequency at the person level across devices and channels.

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Optimize for mobile. Our tune-in campaign results showed that mobile messaging is key to driving tune-in. No matter how much of your campaign is delivered on mobile, make sure that all your media renders clearly on smartphones and tablets.

Balance the mix of video and display. When done right, including video in your campaign increases your tune-in rate. Analyze what types of digital advertising each person responds to, and deliver relevant messages to each of them in the channel and format they want.

How Epsilon-Conversant can help With a combined 60 years of experience in media and entertainment, Epsilon-Conversant is a proven partner for driving tune-in. Experience, data and technology are important, but our attention to customer service is what really makes us stand out.

A lot of players have come and gone, but we’ve continued to grow. Over the past three years, we’ve shown tangible, closed-loop results and the lowest CPITI in the industry.

See all of our solutions for driving tune-in.

About us At Epsilon-Conversant, we empower brands to place humans at the center of their marketing. Our technology and data-driven insights helps brands make every customer interaction more personal and purposeful to develop relationships that actually mean something. Using our connected suite of products and services across leading-edge identity management and industrial-strength data and technology expertise, we help brands eliminate irrelevant, confusing or unwanted customer experiences and build human connections that drive exceptional business outcomes.

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