CASE STUDY: NETWORK CROSS-PLATFORM CAMPAIGN FOR AWARDS SHOW

Objective:
Determine if digital targeting works: did the use of a digital target, vs a general demo target, to plan digital campaign improve program tune-in

  • Target: A Custom Viewer Target was created for this analysis TiVo Research’s TTI² report identified key attributes associated with target HHs. Then, cookie weights were utilized to select the websites and/or cookies to reach the right digital audience. 
  • Digital Campaign: 3 weeks prior to program air date
  • TV Campaign: 2 months prior to program air date

Both Digital and TV Ads Drove Tune-in
Conversion Rate: HHs exposed to at least one ad (digital, TV, both) that viewed program divided by total HHs exposed to at least one ad (digital, TV, both).
Source: TiVo Research custom study.

Targeting Matters!

Digital + TV campaigns successfully converted higher numbers of targeted hhs vs total hhs    
Conversion Rate: HHs exposed to at least one ad (digital, TV, both) that viewed program divided by total HHs exposed to at least one ad (digital, TV, both).
Source: TiVo Research custom study.

Among Households Exposed to Ads, Ratings were Significantly Higher for Targeted Households vs 
Total Households
Source: TiVo Research custom study.