Live From Everywhere: Maximizing and Monetizing the Live Video LandscapeAl Roker Entertanment
“Live From Everywhere: Maximizing and Monetizing the Live Video Landscape,”
"Live-streaming has become one of the biggest stories in digital this year, and it keeps on growing," says Cynopsis Executive Editor Lynn Leahey. "Between the sophistication of the technology, the new ways that publishers, programmers and marketers are taking advantage of the format, and the ways that social media giants like Twitter and Facebook are starting to push it front-and-center, it's never been more important to get a handle on how to leverage live platforms.
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1) As production experts creating platform-optimized content, professional live video, and interactive experiences
2) As consultants optimizing distribution strategy, navigating platform nuances, and reaching audiences across leading social platforms
3) As creators ideating, scripting, and producing content, experiences, and original programming
Clients include international brands, publishers, influencers and agencies, and independent creators, talent, production companies, and media brands.
PHD utilised findings from its research project with UCL and Newsworks, on the power of touch in advertising, to drive unprecedented levels of engagement and Christmas sales for Canon.
Reach The Right Audience On Facebook Live - by Jon Burk | American Dreamer Me...Al Roker Entertanment
When Facebook Live launched, it felt like television had been democratized. For the first time, anyone could be a TV network, and, with nearly 2 billion users, Facebook could be the world’s biggest cable company. Since then, many have tried to exploit the extraordinary potential of Facebook Live, only to be confounded by its enigmatic algorithms and its intentionally limited content distribution methodology. The audience is there, but how do you reach them? Studying and contributing to the Facebook Live ecosystem, we have identified best distribution practices, developed metrics for projecting viewership, and a created a guide by which to quantify success, for reaching the right audience on Facebook Live.
What You Need To Succeed In Live 2023 - Jon Burk | American Dreamer Media LLCAl Roker Entertanment
We originally developed this report in 2015 at the beginning of the live streaming movement. The report was prescient then and is updated to include current data. Please reach out to us with your questions and comments: jon@americandreamermedia.com
ABOUT US
American Dreamer Media LLC is a digital marketing and promotions collective that creates connections and engagement with the intention to bring people closer to the characters, stories, brands, and issues that drive passionate responses.
ABOUT JON BURK
Jon Burk manages a creative consortium of media professionals and is heavily versed in marketing strategy, tech, branding, writing, production, and content optimization and develops, produces and activates digital content for a variety of forward thinking clients, typically in the entertainment or social impact space through American Dreamer Media LLC. Jon has partnered with Al Roker Entertainment to produce a number of studies and articles detailing digital content creation and distribution and is a frequent guest panelist at numerous trade shows and media events.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
It seems like everyone is Live Streaming these days! Whether it's Periscope or others, the latest wave in mobile-first engagement is live streaming.
So what is this thing? Is it social media? What platform/s do we use? Who else is doing it? Competitors? Other companies? Who knows how to do this internally? Are there any experts to call? Al Roker Entertainment's Jon Burk takes a deep dive.
Live From Everywhere: Maximizing and Monetizing the Live Video LandscapeAl Roker Entertanment
“Live From Everywhere: Maximizing and Monetizing the Live Video Landscape,”
"Live-streaming has become one of the biggest stories in digital this year, and it keeps on growing," says Cynopsis Executive Editor Lynn Leahey. "Between the sophistication of the technology, the new ways that publishers, programmers and marketers are taking advantage of the format, and the ways that social media giants like Twitter and Facebook are starting to push it front-and-center, it's never been more important to get a handle on how to leverage live platforms.
------------------------------------------------------
1) As production experts creating platform-optimized content, professional live video, and interactive experiences
2) As consultants optimizing distribution strategy, navigating platform nuances, and reaching audiences across leading social platforms
3) As creators ideating, scripting, and producing content, experiences, and original programming
Clients include international brands, publishers, influencers and agencies, and independent creators, talent, production companies, and media brands.
PHD utilised findings from its research project with UCL and Newsworks, on the power of touch in advertising, to drive unprecedented levels of engagement and Christmas sales for Canon.
Reach The Right Audience On Facebook Live - by Jon Burk | American Dreamer Me...Al Roker Entertanment
When Facebook Live launched, it felt like television had been democratized. For the first time, anyone could be a TV network, and, with nearly 2 billion users, Facebook could be the world’s biggest cable company. Since then, many have tried to exploit the extraordinary potential of Facebook Live, only to be confounded by its enigmatic algorithms and its intentionally limited content distribution methodology. The audience is there, but how do you reach them? Studying and contributing to the Facebook Live ecosystem, we have identified best distribution practices, developed metrics for projecting viewership, and a created a guide by which to quantify success, for reaching the right audience on Facebook Live.
What You Need To Succeed In Live 2023 - Jon Burk | American Dreamer Media LLCAl Roker Entertanment
We originally developed this report in 2015 at the beginning of the live streaming movement. The report was prescient then and is updated to include current data. Please reach out to us with your questions and comments: jon@americandreamermedia.com
ABOUT US
American Dreamer Media LLC is a digital marketing and promotions collective that creates connections and engagement with the intention to bring people closer to the characters, stories, brands, and issues that drive passionate responses.
ABOUT JON BURK
Jon Burk manages a creative consortium of media professionals and is heavily versed in marketing strategy, tech, branding, writing, production, and content optimization and develops, produces and activates digital content for a variety of forward thinking clients, typically in the entertainment or social impact space through American Dreamer Media LLC. Jon has partnered with Al Roker Entertainment to produce a number of studies and articles detailing digital content creation and distribution and is a frequent guest panelist at numerous trade shows and media events.
With competition growing and market share shrinking, 2014 saw Waitrose harness the power of print to increase dominance and stand out in a cluttered market.
It seems like everyone is Live Streaming these days! Whether it's Periscope or others, the latest wave in mobile-first engagement is live streaming.
So what is this thing? Is it social media? What platform/s do we use? Who else is doing it? Competitors? Other companies? Who knows how to do this internally? Are there any experts to call? Al Roker Entertainment's Jon Burk takes a deep dive.
Báo cáo tổng quan về Spotify in Vietnam 2020, cung cấp các thông tin như: số lượng users, hành vi và thói quen của người dùng Spotify tại Việt Nam. Để được tư vấn thêm thông tin chi tiết, bạn có thể liên hệ tại website www.thinkdigital.com.vn hoặc www.digitaltrend.asia/medialab
In July 2015, Roker Labs analyzed the quickly growing world of live streaming on Periscope. In association with Dextro, we identified the inaugural class of 2015 Periscope stars. But what about food brands? Which brands are live streaming? What kind of content? Is it resonating? And why food? Join us for delicious dive.
Virgin Holidays - Thinking outside the boxNewsworks
How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.
Periscope is a live streaming app that gives businesses an innovative and entertaining way to engage with their target audience.
Who does use Periscope? What is so special about this platform? How to measure success? When should you broadcast? Find answers on these and many more other questions in my presentation.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
Puerto Rico enjoys one of the longest winter holiday seasons in the world. The season starts after Thanksgiving and extends three weeks into the New Year. Traditions include parrandas, a local version of holiday caroling, and the eight- day Octavitas celebration in January.
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
Báo cáo tổng quan về Spotify in Vietnam 2020, cung cấp các thông tin như: số lượng users, hành vi và thói quen của người dùng Spotify tại Việt Nam. Để được tư vấn thêm thông tin chi tiết, bạn có thể liên hệ tại website www.thinkdigital.com.vn hoặc www.digitaltrend.asia/medialab
In July 2015, Roker Labs analyzed the quickly growing world of live streaming on Periscope. In association with Dextro, we identified the inaugural class of 2015 Periscope stars. But what about food brands? Which brands are live streaming? What kind of content? Is it resonating? And why food? Join us for delicious dive.
Virgin Holidays - Thinking outside the boxNewsworks
How Virgin Holidays teamed up with The Telegraph to create an innovative ad on the front cover of Stella magazine, aimed at demonstrating the benefits of multi-destination holidays.
Periscope is a live streaming app that gives businesses an innovative and entertaining way to engage with their target audience.
Who does use Periscope? What is so special about this platform? How to measure success? When should you broadcast? Find answers on these and many more other questions in my presentation.
Commissioned by Facebook, this study looks at how Facebook’s reach compare to that of TV networks, how does this reach differ for different demographics and across different dayparts, and how to allocate ad expenditures accordingly.
"Netflix of Radio” delivers audio content on demand. A collection of signs and cases relating to audio content and how it is evolving with changing consumer behaviors and technologies.
Puerto Rico enjoys one of the longest winter holiday seasons in the world. The season starts after Thanksgiving and extends three weeks into the New Year. Traditions include parrandas, a local version of holiday caroling, and the eight- day Octavitas celebration in January.
How First Direct used newsbrand tablet apps to launch its new campaign and drive awareness and consideration among a difficult to reach young audience.
Media Strategy of Urban Sole shoes . How to promote their brands on different segments. SWOT Analysis , Ratings of tv channels , Competitors Analysis has been mentioned.
For the launch of its 'Man on the Moon' app, John Lewis teamed up with The Sunday Times to tap into readers' trust of newspapers and drive engagement beyond just its Christmas TV advert.
Tropicana partnered with The Telegraph to split the facts from the fiction in the sugar debate and get a glass of Tropicana back on the breakfast table of families in the UK.
Virgin Holidays and News UK - Unleash your mojoNewsworks
How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.
Cancer Research UK partnered with The Telegraph to deliver inspirational content to make people think more positively about CRUK and drive involvement and donations.
A presentation on power of radio advertising RADIO IS VISIBLEat Brand Klub AhmedabadByMr.Vinay Prashant – Cluster Head Radio Mirchi (Gujarat)Mr.Rahul Namjoshi – Station Head My FM (Gujarat)
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Channel 4 – The Taste
1. CHANNEL 4: THE TASTE
NEWSWORKS AWARDS | CHANNEL 4: THE TASTE | TABLET AWARD
EXECUTIVE SUMMARY
Our tablet advertising campaign for C4’s ‘The Taste’ led to 88% viewing conversion on the day of launch. Our
interactive ad, built by Adnostic, launched across all Newsbrand tablet apps on Christmas Day 2013 and used
a combination of the A-list talent of Anthony Bourdain, Nigella Lawson and Ludo Lefebvre and some market
leading creative features. This campaign proved not just how engaging the tablet format is, but (contrary to popular
opinion) that it can also deliver on mass-reach after delivering an audience which outperformed the slot by 28%
for the target ABC1 segment.
BACKGROUND
January 2014 saw Channel 4 launch a new and unique new food programme, ‘The Taste’ - an entertainment show
with a competition format, featuring judges Anthony Bourdain, Ludo Lefebvre and Nigella Lawson. Like The Voice,
the show would strip cooking down to its most basic form and contestants would survive purely based on the taste
of their food, served on a single spoon. The key premise for this show was ‘Nothing matters but The Taste’, which
became the creative platform for 4Creative and our campaign, leading with various comical facial expressions from
the judging trio as they reacted to tastes.
OBJECTIVES:
• Our core campaign objective was to maximise linear viewing to episode 1, offering greatest commercial yield
to Channel 4 from the property
• Delivering an upmarket profile for the programme was vital, as was aligning with PR to ensure synergy, elevated
impact and reach for the promo
After the success of C4’s involvement in the Newsworks tablet project and C4’s ongoing marketing objective to
move away from static advertising, tablets would naturally feature prominently in this campaign.
2. INSIGHT
We identified three targets, defined by their programming passions and addressed the role for paid media in
relation to each:
• Fervent Foodies
• Fans of food programming
• Lifestyle Lovers
• Fans of lifestyle-led factual programming, such as food,
homes and health
• Entertainment Enthusiasts
• Fans of competition-led entertainment shows
All target groups were ABC1s, and our campaign needed to appeal
to male and females equally.
Newsworks’ Tablet Project taught us that advertising on tablet was
perfect for reaching an ABC1 audience of men and women equally
and would bridge the gap between our 3 audience groups.
Source: Reuters Institute for the School of Journalism, Newsworks
Project, IPA Touchpoints
THE PLAN
With our tablet production partner Adnostic, we created a rich, immersive tablet creative heavily influenced by the
trailer to build anticipation prior to launch. An enticing creative hook was key to exciting readers and enhancing
the user experience with additional content on the mentors and their reactions from the show.
The ad itself opened with stills of the three mentors from the show with images of spoons ‘wiggling’ along the
bottom of the ad to catch the user’s attention.
The user was encouraged to select a spoon and drag it over an image of a mentor where it would then trigger a
video clip of the mentor reacting to a taste, before ‘flipping’ to display a biography of the mentor. Users could also
watch the full trailer and add the show’s timeline to their calendar with a single tap.
This “Add to Calendar” function had never been included within an in-app tablet creative before and allowed
users to easily include the show in their digital diary - vital to ensure that users never missed a show.
The show’s talent guaranteed broad appeal but context was essential - we needed to
3. appear in premium tablet environments and maximise reach. To achieve this we chose the Guardian/Observer,
Telegraph, Mail Plus, Times and Metro.
We launched on Christmas Day when core titles had special Christmas editions, offering great platforms for quick
campaign traction with the prevalence of tablet Christmas gifting. We knew that Christmas 2013 was going to be
“Tabtastic” with 7% of all adults intending to buy a tablet for that time (Source: YouGov).
The activity ran across all editions in the lead up to and 1 week after the first episode. To maintain messaging
traction pre- and post-TX, we executed multiple copy variations from “Starts Tues 7th Jan”, to “Starts Tonight 9pm”.
Newsbrands’ tablet editions allowed us to reach each of our target audiences, complementing the wider campaign
activity across digital display, commercial TV, cinema and DOOH.
RESULTS
The tablet campaign succeeded in driving and maximising linear viewing to episode 1 and creating an upmarket
profile for the programme via our ad placements.
The Taste opened with an audience of 2.1m/7.9% share which is +20% above the C4 Tuesday 9pm slot average.
In numbers:
• 88% of viewing to the opening episode (1.9m) was on the day of TX
• There were an additional 89k views via 4oD (0-7 days)
• The profile of the series was more ABC1 than the slot (63% vs 49%) and under 55+ (75% vs 69%)
• The biggest peak in tweets was seen in-episode, with 14,000 tweets about the show!
• Massive reach: over 1.3m ad views across; Guardian, Mail Plus, Observer, Sunday Times, Times, and Telegraph
• Trail views were a key objective. We exceeded the target with over 11k views.
Our tablet campaign outperformed all Newsworks project averages and proved how powerful newsbrand tablet
audiences are within the marketing mix. The campaign and the ad build set the standard for future C4 campaigns.
CLIENT VIEW
“At Channel 4, we recognise that our promo is our strongest asset and are always looking for means by which
we can to extend its reach to new audiences beyond our owned platforms. Tablet was integral to the campaign
for this reason, as it allowed us to align our video asset with relevant, quality newsbrand content and engage
an older, upmarket demographic that we had identified as key, doing so in a playful and innovative way that
conveyed the tone and novel format of the show.”
Laura Ward, Group Marketing Manager, Drama, Acquisitions and Film4