The concept of television has changed rapidly in the last decade- transforming from one big screen in the living room to a multiplicity of devices accessible from anywhere with an internet connection.
With viewers having more control than ever before over how, when, and where they consume television content, live TV viewership has experienced significant declines as people are opting for streams or highlight clips of live programming.
Even the shocking oops moment at the 89th annual Academy Awards, in which La La Land was mistakenly announced the winner of best picture, was watched live by just 33 million viewers, the second lowest in Oscar history. However, in the week after, YouTube had more than 12 million views from three clips of the onstage disaster.
Similarly, the 2016 MTV Video Music Awards saw a 34-percent viewership decline despite having a jam-packed show featuring Beyonce, Kanye West, and Britney Spears. Instead, MTV enjoyed a healthy flow of viewers to its digital channels with live streams up an enormous 70 percent from last year. Additionally, social channels drove significant attention with Facebook bringing in 45.8 million video streams and the #VMAs hashtag trending on Twitter for 13 hours surrounding the show, which at the time was the second biggest spike in tweets from a live TV event aside from the Super Bowl.
The takeaway is even though live viewership is suffering, people are actually engaging with viewable content more than ever before- only they’re doing so across a wider variety of channels.
The challenge for networks is how they can continue to drive new and returning viewers to their programming. Read more to see how Viant helped a major cable channel solve this challenge.
Driving Tune-In with a Cross-Screen Advertising Approach
A major cable channel was looking to build awareness and drive tune-in to the season two premiere of its leading original TV series, which began airing in late September 2016. Leveraging Viant’s robust targeting and measurement capabilities, this major cable channel executed a cross-screen campaign to promote the second season of its original TV series.
Tasked with the challenge of driving both existing and new audiences to the show, Viant executed a 5-week cross-screen campaign consisting of digital video, display, and OTT platforms to promote the series’ second season.
Leveraging Viant’s TV solution, which enables advertisers to deterministically target consumers across their devices based on actual viewing behavior, Viant identified and targeted season one viewers, and extended reach to heavy viewers of similar shows across video and display channels. Viant used automatic content recognition (ACR) technology from its wide network of smart TV manufacturers to measure audience viewership within the industry-recognized c3 window. ACR is an identification technology that captures second-by-second ad and content viewing behavior across internet connected devices.
Viant determined campaign uplift by comparing two groups: those who were exposed to Viant’s cross-screen digital campaign and those who were not exposed to the campaign. Viant found audiences exposed to the cross-screen campaign demonstrated a 6x uplift in tune-in compared to audiences not exposed to the campaign.