The Drum and Merkle launch a marketer’s guide to driving TV tune-in
The Drum, in association with Merkle, has launched a report examining the challenges faced by TV networks in delivering effective tune-in campaigns in today’s fragmented TV market and the solutions now available to overcome them.
TV tune-in
The explosion of channels and devices for TV consumption means the brand marketing strategies traditionally used by networks are no longer fit for purpose. Instead, networks must look to direct-response tactics, a new area for many TV marketers.
However, there a number of challenges unique to the TV industry for marketers in making this shift.
The success of direct-response campaigns is largely tied to the ability to link exposure to an advert with a conversion. Networks face a unique challenge in accomplishing this, as they are prohibited from tracking individual households in the linear TV market. What’s more, the final conversion data is owned by the multichannel video programming distributor (MVPD), so privacy protected.
However, the rise of big data is helping networks overcome these hurdles. The 7 Strategies for Driving TV Tune-In report explores how networks are working with data aggregators to develop and optimize their tune-in campaigns.
Networks can tap into aggregators’ relationships with set-top box providers to connect such campaigns to individual households. This lets them monitor the true impact of tune-in campaigns.
For the report, The Drum interviewed a range of industry experts, including Merkle, comScore Rentrak, Clypd, TRA/TiVo Research, and Simulmedia to understand the challenges faced by networks in developing such campaigns.
The report outlines the seven biggest challenges networks face, detailing the potential business impact for each along with the solutions now available for tackling these challenges.
These challenges are: Creating a closed-loop marketing and measurement system at the individual level across devices; Individual level analysis of viewing behavior; Scale; Industry Experience with Direct Response; Optimization; and STB Projectability.