Driving TV tune-in with maximal efficiency

Connecting with the right individuals

A major cable network wanted to drive viewership for a returning hit show. Epsilon’s 200+ million consumer profiles and precise audience targeting helped them to connect with the right individuals through digital marketing, and our ability to measure live and DVR TV viewership helped the network see that their digital marketing drove results.

"Measurement went beyond typical video metrics like CTR and VCR—allowing the network to see whether or not the people we messaged actually tuned in to the show. "

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Driving TV tune-in with maximal efficiency

Increasing viewer engagement

2X+

more likely to tune in live

more likely to watch premiere

54%

of messaged viewers watched through episode 3

Connecting with the right individuals

Reaching a highly custom audience

Here's how Epsilon connected with existing and potential viewers to drive results.

Using tune-in data

We created a highly custom audience of potential viewers. It was built from exclusive tune-in data of 14 million subscribers from a leading set-top box provider, modeled against our industry-leading set of privacy-protected online and offline data.

Serving relevant ads

We then executed an extensive digital marketing plan, delivering personal-level video and display units with 96% cross-device matching accuracy. For each impression, we verified the recipient, confirmed that the content environment was high-quality and served the relevant ad, all within milliseconds.

Measuring impact

The campaign reached known fans of the show plus millions of potential viewers. We created a holdout control group and sent all exposure files to our set-top box partner to measure actual tune-in to the premier, as well as the next two episodes. This allowed us to understand who tuned in across multiple episodes.

"Measurement went beyond typical video metrics like CTR and VCR—allowing the network to see whether or not the people we messaged actually tuned in to the show. "

Solutions

How can you break through?

We get it. Each industry and each company encounters their own unique set of challenges. But what if we repositioned those challenges as opportunities? See just how far we can go.

Epsilon Digital

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