7 strategies for driving tv tune-in

© 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

2© 2016 MERKLE. ALL RIGHTS RESERVED. CONFIDENTIAL

Networks are radically changing the way they market their programming.

BRAND MARKETING DIRECT RESPONSE

Click here to learn all 7 strategies for driving TV tune-in in our on-demand webinar.

http://bit.ly/2eaxbj1



A closed-loop marketing and measurement system at the individual level across devices

1





• 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





Individual-level analysis of viewing behavior

2





• 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





SCALE3





• 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





Industry experience with direct response4





• 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





Optimization5





• 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





If you would like to read our white paper on driving TV tune-in, click here.


Thank you.

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