NY Interconnect: Linear + Streaming Dramatically Builds Tune-In Audience Results

That39s according to Conor Teehan Digital Sales Manager for New York Interconnect NYI He explained that programmers can pack a bigger punch by combining linear television with overthetop OTT That39s something the company has had particular success with for tunein campaigns In one instance where a client combined addressable TV with IP internet protocol targeting NYI found that households that were exposed to both the linear and digital campaigns averaged a 67 higher incremental tunein lift than those who were notquotThere39s a lot of noise for most consumers on a daily basis It39s all about eliminating waste whether it39s streaming or linear televisionquot said TeehanA joint venture of Altice USA Charter and Comcast NYI represents multiple systems in the New York market The obvious advantage is the access these partnerships give NYI to firstparty data through set top boxesNYI relies on multiple forms of data quotWe layer our firstparty data on top of thirdparty data and pass it through a thirdparty data broker to make sure it39s privacy compliant and anonymizedquot Teehan explainedSome thirdparty data is provided by TV set manufacturers which collect information about viewing habits A household may not have cable but they have high speed internet connection In that case smart TV data can help determine the viewing habits of those noncable households through the process of automatic content recognition ACRIn addition Teehan noted that NYI is able to utilize program guide main menu banner MMB and video on demand VOD advertisements In one campaign aimed at driving VOD rentals of a certain film they found that households exposed to a combination of both MMB and VOD ads rented the movie at a 158 higher rate than those not exposed That result supports his belief that a driver in the success of tunein advertisements is reaching the customer in the environment where they can take actionNYI wants to make streaming as safe an option as linear TV has always been for buyers Traditional TV is by design a fraudfree environment Streaming brings with it the digital challenges of placement next to questionable content Teehan explained that by sourcing premium cable content NYI is able to maintain impression integrity and effectiveness of reachWhile viewing habits have changed drastically in the last five years the goal continues to be finding the audience wherever they are viewing content Teehan noted He believes that as fragmented as video has become it is coming back together quotIt39s about convergence in media but also convergence in data bringing together all these different parties to execute a campaign and have it informed in the right wayquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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NY Interconnect: Linear + Streaming Dramatically Builds Tune-In Audience Results

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Joanne Tombrakos

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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