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HistoryChannelGoes360
 

HistoryChannelGoes360

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    HistoryChannelGoes360 HistoryChannelGoes360 Presentation Transcript

    • History Goes 360 America: The Story of Us A Retrospective
    • The Goal
      • Make America the Story of Us the biggest &
      • most essential cable viewing event
    • Strategy Start the conversation early to spark buzz and cultivate awareness Utilize media to exemplify that this isn’t a “typical” History show Reach the broadest audience and act as a magnet for new viewers to the network Leverage defining American Moments Execute multi-platform campaign First-to-Market Nielsen study Meeting the Challenge: Fulfilling the Strategies:
    • Challenge / Approach MANY SOLUTIONS
      • Phase I: Early Education
      • Generate Buzz
      • Cultivate Awareness
      • Maintain Active Dialogue
      • Phase II: Multi-Platform Awareness
      • Higher Impact Media
      • Continued Awareness
      • Extension into Gaming & Mobile
      • Phase III: Broad Reach
      • Highest Impact Media
      • Editorial Integration
      • Social Outreach
    • “ History of Us” Experience
    • Early Education
      • Rotational Media
      • Video Seeding
      Sports Lifestyle News
    • Multiplatform Awareness Section Roadblocks Gaming Integration Mobile
    • Broad Reach Social Integration Editorial
    • Demonstrated Results
      • 7.2MM Adults exposed to just digital program
        • 2.1MM of which tuned into the premiere episode; equivalent to a 1 rating
        • Frequency of 3 yielded the best ROI
        • Just over 71% of males exposed to messaging was through the multi-screen experience
      • 2.2MM Page Views on History.com on day of premiere
        • Highest ever recorded for network
      • 240MM Total Impressions yielded 117MM Video Views (avg: 16 seconds)
      • 59K Unique Visitors driven to Mobile WAP
        • Highest day on record for network
      • 161% increased viewership over three-weeks prior
      • Those exposed to both mobile and online messaging tuned in at 2x the rate of those not exposed
      • Nearly 100% of users exposed to mobile intended to tune-in to future episodes
      • TV with Online created the strongest connections and greatest tune-in impact
      Sources: Nielsen RDD/Online Panel survey (n = 320 for Exposed), n = 8,039 for Control) and Vizu May 2010 Data
    • Key Takeaways
      • There is a direct correlation between frequency and tune-in
        • Data reveals that a 3+ frequency drove the highest intent (Vizu) and actual tune-in (Nielsen)
      • Mobile is a growth environment that consists of low duplication but generates high levels of intent to tune–in
      • Video continues to be the primary driver of response, identifying multiple avenues of distribution is important
      • The Xbox Live audience is very receptive to History; moving forward, multiple pieces of content are needed to sustain high levels of engagement
        • Success was seen in the request for tune–in reminders
      • Large canvas units continue to drive unique users and generate efficiencies
      • The MSN mobile and Verizon mobile homepage were among the best performers