Many advertisers today focus on the lion’s share of their advertising dollars on top of funnel awareness campaigns designed to saturate linear television with repetitive messaging to help condition consumer behavior. The challenge many advertisers now face however is the reality of increased cord-cutting and viewer fragmentation which has left media and entertainment advertisers to face a tough time driving tune-in of their content across traditional awareness media such as linear television.
As consumers migrate away from traditional television into connected television viewing, advertisers are now able to unlock bottom-funnel - or performance marketing - based metrics via Connected TV (CTV). This shifting landscape has unearthed a new path forward that accurately and efficiently understands the holistic bottomline value from ad spend.
While upper funnel strategies tend to focus on awareness initiatives, lower funnel metrics aim to convert households into customers. For entertainment advertisers, embracing a performance mindset to drive tune-in is key. Because the purpose of bottom-funnel measurement is to analyze and measure the overall impact of an advertiser’s campaign in actually driving tune-in to a show or network, success is easier to define.
Since advertisers in other industries have longer standing products that benefit from brand recognition and loyalty, they may be more likely to have success with upper-funnel awareness campaigns. Unlike media and entertainment advertisers, they don’t need to rebuild their consumer base with the launch of each new product.
With new content constantly being released on more and more platforms, attracting new users and turning them into advocates is more pivotal than ever. So being able to learn, iterate, and evolve strategies based on performance metrics must be the focus.
1. Leverage cross-platform measurement to holistically learn and optimize.
With many households toggling between linear and streaming, it’s incredibly important to measure viewership across both platforms to get an accurate picture. While TV tends to be a strong reach vehicle, understanding how best to complement with digital is key to a successful campaign whether it is used to retarget exposed households or focused on incremental reach.
2. Adopt an iterative learning mindset.
Try to shift focus away from “did it work?” to “what worked?” With every series release, brands must build a consumer base or risk losing those viewers to another show. Understanding which strategies are most effective at driving tune-ins becomes increasingly important. Are there certain characters or plot points that drive more tune-ins? Is a certain creative length resonating more with audiences? Bottom-funnel measurement helps to isolate these variables to understand what is driving the most tune-ins. Test and iterate methodically with the goal of consistent improvement that’s backed by research, every single time.
3. Measure using Verified Tune-In Reporting
Verified Tune-in Reporting (VTR) helps advertisers see and optimize cross-platform reach and frequency, conversion rate by frequency, and the overall tune-in conversion rate to glean how the interactions of exposure to different media types impact viewership.
Samba TV’s proprietary Verified Tune-In Reporting addresses these needs and gives a holistic look into how campaigns are driving viewership of any linear TV show, sporting event, movie, or over-the-top (OTT) program to understand whether target audiences align with those that are actually watching the content.
Samba TV’s VTR uses our first-party data to help advertisers effectively optimize by demo, KPIs, geo, platform exposure, and viewership consumption habits.
From this, advertisers are able to learn how the exposure to various media types impacts viewership. This can reduce waste and, more importantly, drive more business by reaching more of the target audiences.
By measuring outcomes and using that information to better reach the right audience where and when they are, entertainment advertisers can better inform future tune-in strategies. Learn more about bottom-funnel measurement and how entertainment advertisers can use it to drive tune-ins by downloading our ebook.
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