7 strategies for driving tv tune-in
TRANSCRIPT
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© 2016 Merkle. All Rights Reserved. Confidential© 2016 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL
7 Strategies For Driving TV Tune-In
Andy FisherChief Analytics Officer
Matt NaegerSVP, Client Partner
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Networks are radically changing the way they market their programming.
BRAND MARKETING DIRECT RESPONSE
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A closed-loop marketing and measurement system at the individual level across devices
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• Viewership data that connects programming
• Marketing campaigns based on people and not proxies
• Consumer interest data to drive targeting
What do you need to close the loop
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Individual-level analysis of viewing behavior
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• Panels have served us well but are not enough• Need individual level viewership for targeting and attribution
• STB data is available (from MVPDs or aggregators)• The approaches are complex (and worthwhile) – need
trusted partners
Better Targeting and Attribution
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SCALE3
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• Need very realistic sample size estimates
• Millions of STB event steams can sometimes not be enough
• Need to simulate waterfalls (Rule of thumb: need 4x estimated data size)
• Details matter
Thoroughly Understand Scale
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Industry experience with direct response4
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• It has to start at the top otherwise it won’t be pervasive
• Plan your measurement ahead of the campaign and agree on metrics for success
• Translate GRPs in to custom target penetration and dollars
Direct response culture can be builtPeople /
Organization
Culture
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Optimization5
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• The central point is the planning function for your media buying
• Learning roadmaps provide guidance and insights in to what has worked and what hasn’t
• Different audiences react differently…and yes the content still matters
If it was easy everyone would be doing it
Measurement Audience
Media &Creative
Content &Experience
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If you would like to read our white paper on driving TV tune-in, click here.
Click here to learn all 7 strategies for driving TV tune-in in our on-demand webinar.
Thank you.