How do you increase an audiences’ desire to watch particular TV shows? A a marketing technology company that segments and translates publisher data to simplify audience recognition for buyers and sellers claims it has the answer.
By analysing data obtained from its many quality publishers, particularly information on their readers’ social actions – comments and blog posts about shows, for example – Lotame was able to place relevant ads in just the right spots, which led to readers tuning in when the time came.
Across 27 TV campaigns, the company claims it has raised ‘Intent to View’ an average of 27.68% per campaign. Impressive eh?
It measured the viewership lift from the deployment of a control/exposed brand survey methodology across 32,000 consumers.
“Our data has enabled us to raise viewer intent across a number of genres: family shows, sci-fi, even sports playoff programming,” said Lotame CEO Andy Monfried.
“We’ve had particular success with shows aimed at the sub-34 crowd, which reflects how growing up with the web over the past 16 years creates a greater willingness to make their voices heard about their favorite programming online.”
A number of television and cable networks have used Lotame’s technology to enhance viewership. The technology uses no personally identifiable information, so it’s safe for brands to use.
“We have found Lotame’s technology to be an effective tool to reach the right audiences for our clients,” added Jessica McGiff-Drapiza, Group Director of Digital Strategy at PHD Media.