1 HOW REAL-TIME SOCIAL INSIGHTSCREATE A COMPETITIVE ADVANTAGE- A Networked Insights eBook
The Upfronts are a yearly institution that bring together a “who’s who”in the world of entertainment and advertising.Every May, TV networks host a series of presentations that reveal theexisting shows that have been renewed, cancelled, and moreimportantly, the new shows that will be introduced in the fall.In exchange for buying ad time on programs that have yet to air,networks give brands discounts for buying early.Upfronts: The TV Tradition2
3 THE PROBLEM?Because these programs have noguarantee for success, there is noway to know which program will helpbrands reach their target audience inthe fall.Networks are asking brands tocommit ad spend 4-5 months inadvance for shows that have notaired.The worst part:65% of fall pickups arecancelled by Christmas.
4 UPFRONTS:THE BIG GAMBLEWhile the excitement for TV fansreaches a fever pitch during Upfrontsweek, brand marketers should befeeling another emotion—resentment.The premise that buying at theUpfront provides marketers withbetter rates and access to premiuminventory is inherently flawed.In reality, it’s a tremendousgamble for marketers and theodds are not in their favor.
5 There is a way to even the odds.There is a way toOUTSMART THEUPFRONTSMarketing decisions fueled by data are the key to outsmartingthe Upfronts.Thanks to advances in technology and the advent of the socialweb, marketers can both save money and execute more eﬀectivemarketing by making real-time, data-driven decisions aboutwhen and where they buy ad time.
OUTSMART THEUPFRONTSSocial Data SpotlightThe social web is a vast resource formarketers that allows them to betterunderstand their target audience,uncover new audiences, revealaudience affinities, and createcontent that will resonate with them.Best of all, leveraging analysissourced from the social web allowsbrands to know which media buy willhave the biggest impact in bothaudience reach and resonance.6
BUYConfront the Upfronts Cheat SheetRecommendation Show GenreReasons for viewerstune-inReasons for viewerstune-outBUYBUYDON’TBUYAlmostHumanSleepyHollowBrooklynNine-NineSurvivingJackDramaDramaComedyComedy- 62% - mention J.J. Abrams as areason for checking out theshow- 35% - love that Karl Urban isthe lead- 43% - interested in thepremise of the show- 18% - like that the showrunnersare from Fringe- 32% - are excited that AndreBraugher is part of the cast(more so than Andy Samberg)- 28% - love that it is by theteam behind Parks & Recreation- 16% - mention that it s basedon a Justin Halpern bookAbrams produces a lot ofshows but is not invested inmost of them like he was forLostContent is too thin to survive aseasonCop genre is played outSimilar programming like I HateMy Teenage Daughter wasn tvery funny7!OUTSMART THEUPFRONTSSocial Insight AdvantageSocial data is a key part of a brand’sarsenal.It allows marketers to stay in syncwith viewers and find the media buythat will provide the best ROI.Social data can be leveraged beyondsimple measurement to determinethe emerging themes in viewerconversations.Armed social insights, brands canstay in-sync with their targetaudiences and choose the rightmedia buy based on data.
NETWORKEDINSIGHTSConfronts theUpfrontsTo prove that power of real-time socialinsights and to take a stand for brandmarketers forced to participate in theyearly Upfront gamble, NetworkedInsights launchedOperation Outsmartthe Upfronts.8
OPERATIONOutsmart the UpfrontsOur stand for marketers took themessage to the streets.The Networked Insights mobile datacenter parked outside each Upfrontvenue, broadcasting “Buy” and “Don’tBuy” decisions for the pilots the networkshad just shared with their audiences.Our buying recommendations werepowered by real-time consumer dataacross the social web, using SocialSense,our marketing decisions platform.9
Street teams clad in shirts with theslogan “Take the Gamble Out of theUpfronts,” distributed lotto tickets thatsymbolized the gambling aspect of theUpfronts institution.Operation Outsmart the Upfronts hadagencies, brands, marketers, and evencelebrities taking notice during Upfrontsweek.OPERATIONOutsmart the Upfronts10
PRESS COVERAGEOutsmart the Upfronts“DESPITE THE RESISTANCE,OUTSMART THE UPFRONTSWILL SOLIDER ON.”11 11