WHAT IS WONDERFUL ABOUT THIS WORK?
We used paid search innovatively as a time-sensitive, cost-effective medium to tap into a growing Video on Demand market. Our click-through rate increased YOY from 5% to 12% and cost per view decreased from £0.82 to £0.05.
To maximise advertising yield from VOD on Channel4.com. Video views for Catch Up had to achieve a cost-per-view of less than 15p.
STRATEGY AND TARGETING
VOD is an increasingly competitive market, including BBC iPlayer and ITV Catch-Up. This growth meant our target audience was both large and varied. Our strategy needed to focus on investment management; we employed a three-tier paid search strategy. We chose search as the most effective method and made it the bedrock of marketing activity, complimented and extended with on-air campaigns. Budget and bids were managed via day parting technology: bids were based on first transmission times and the ratings of TV trails. This maximized exposure at the most popular times, such as transmission date and time. Sub campaigns ran at peak viewing times appropriate to the audience, from late afternoon and avoiding working hours.