itv presentation for spider event
Post on 01-Nov-2014
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Influencing the influencers
Delivering the ITV brand online
Getting out there – summary:
• The marketing challenge
• Targeting the most valuable audiences
• Making it happen
The Challenge:A growing competitive landscape
ITV
Traditional
broadcasters
C4
C5
BBC HBO
Living
Sky
The Challenge:A growing competitive landscape
ITV
Traditional
broadcasters
C4
C5
BBC HBO
Living
Sky
Non –traditional channels
YouTube
Joost
Video on
Demand
Mobile operators
All Web users
All Web users
And as we enter a new era of user-generated platforms, everyone is a potential competitor
All Web users
The Challenge: TV content increasingly consumed on screens that are not TV screens
The Challenge: …and youth audiences are leading the way
• Online video streams in the US have trebled in the last year
• Over 70% of the US population watches online video once a month or more
The Challenge:
TV content increasingly being taken out of its traditional environment
The Challenge:
Into some strange new places…
To summarise the challenge:
• Fragmentation of audiences and consumption methods makes it increasingly difficult for brands to deliver a presence in all these environments / platforms
• Therefore, a new targeting approach is needed to identify and engage viewers at various levels
4 key online audiences identified:
PASSIVE VIEWERS
ENTHUSIASTIC SUPPORTERS
FAN PROMOTERS
PIONEER FANATICS
AUDIENCE SIZE
We can define these audiences by the depth of interaction they are prepared to engage in
Read, watch, pass on
Adopting content and spreading it
EnthusiasticSupporters
FanPromoters
Creating content of their own
PioneerFanatics
Look but don’t touchPassiveViewers
And the minority have the greatest influence online
PASSIVE VIEWERS
ENTHUSIASTIC SUPPORTERS
FAN PROMOTERS
PIONEER FANATICS
INFLUENCE ONLINE
Jupiter Research 2005 “Consumer Created Content”
For example
Create two thirds of the posts
90,000 users
30 people
Why are the most active users so important?
According to the Harvard Business Review:
“… the success of a particular entertainment product cannot be explained by any intrinsic quality or even by ‘appeal’ …
Hits are driven by complex networks of social influences that render accurate prediction of specific outcomes impossible.”
Source: Salganiks, Watts and Dodds for Columbia University, Feb 2006
People trust advice from friends
Base: European online consumers
“I Trust”
People trust advice from friends
Base: European online consumers
“I Trust”
48% of US 12 – 25 year olds claim to
learn about new TV shows via online
social networks and blogs
Making it happen
• Secret Diary of a Call Girl
Secret Diary of a Call Girl
• Risque ITV2 drama featuring Billie Piper as the mysterious blogger / call girl: Belle de Jour
• Strategy developed to engage Pioneer Fanatics and Fan Promoters prior to first tx
Belle’s Facebook profile
Attracting Friends
On air Teaser promo
Pushed from itv.com
Attracting Comments and Wall posts
“Youre [sic] blog is
amazing ] I adore you [ in
a perfectly normal way of
course :P]”
Connected to the original Belle blog
Facebook Application to empower and reward fans
Leading into bold above the line creative
And integrated online creative
All ultimately driving to ITV2 and itv.com
1. Engage:– Pioneer Fanatics and Fan Promoters to discuss and
interact with the content
2. Reward via:– Direct access to Belle
– Facebook application
– Exclusive online preview of 1st ep on itv.com
3. The main event:– itv.com preview
– ITV2 tx
– itv.com catch up
Summary:Engage and Reward key online audiences
By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web
Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others Enthusiastic
Supporters and Passive Viewers
All groups rewarded via:
- Exclusive content, tools, apps etc
- High quality, on demand content via itv.com
Engage and Reward key online audiences
ENGAGE
EMPOWER
REWARD
Thank you
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