Not Your Father’s Tune-In – Part 2

TiVo Research TRA and Simulmedia are two of the companies that have been doing some of the groundbreaking work although today almost everyone is doing it TiVo Research for example has an easy dashboard where any network can slice and dice the conversion rates on their own tunein any time they want and using monitoring data can even do the same for competitive networks tuneinIn the first part of this series we reported on a NBC Universal study done with TiVo Research that showed how extraordinarily powerful synergy among media can be and how a singlemedium strategy can bomb In this post we report the results of our interview with Charlie Fiordalis the Chief Digital Officer of Media Storm a leading tunein agency While keeping stacks of secret sauce close to vest Charlie was able to reveal to us basic rules of allocation for maximizing tunein conversion valuable to all tunein practitionersHere are the key takeawaysCurrently clients are amp8220tiptoeing into digitalamp8221 with an equilibrium point of around 1520 of the budget Without a closedloop across digital tactics it isnamp8217t possible to definitively know how digital is driving tunein and what the ideal mix and frequency are to maximize conversion Charlie feels that digital is likely underinvested and anticipates a shift toward larger digital budgets as technology evolves to establish direct conversionWithin digital about half goes into digital video despite its higher CPMs 30 into search and social and around 20 into efficient digital display which is used largely to retarget and provide reminder frequencySearch and social should generally start 1 to 25 months ahead of the premiere targeting existing fans andor building out a fan base This could be 1015 of the budget in the long lead building social buzz and an audience that can be efficiently reached through organic social postsTwo weeks before the premiere the focus can move to a broader audience seeking to raise awareness and excitement on a larger scaleOn the day of the premiere remindretarget everyone who has engaged with the campaign and heavy up to convert available audiencesUtilize new technology to make it easier for viewers to find the show For example Charlie works with Eyeview to create thousands of versions of promos and trailers that contain customized channel position and tunein information He also works with Adtheorent to develop mobile ads that sniff out which MVPD app a viewer has on hisher phone and then deep link directly to the screen where heshe can change the channel or addtoDVR with a single tapInvestigate all new technologies and publishers Things change quickly in digital and Charlie believes this requires a passionate commitment from the agency to find and test a wide array of new opportunities Media Storm has a Bold Maneuvers program to constantly bring new opportunities and ideas to their clients One recent example is an exclusive beta test in Programmatic TV which they piloted with one of their top clients this summerMedia Storm became frustrated using available programmatic systems that did not give enough information about where ads were running or how much they charged they had no fraud protection and were generally nontransparent in every way They built their own programmatic platform called 99X with full transparency and protection and are passing on the savings to their clientsCharlie is not only a fount of knowledge but also generous in sharing some of it In the next post in this series an exclusive scoop compilation of actual tunein advertising spending data for all but one of the agency holding companies first half 2015 vs first half 2014 courtesy of the new most accurate source of such data SMIThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Not Your Father’s Tune-In – Part 2

Author

Publish date

Channel

Bill Harvey

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Not Your Father’s Tune-In – Part 2

Enjoying This Commentary? There's More to Love

Bill Harvey

Cookies