Medialaan case study

1. CASE STUDY
About Medialaan
Medialaan is the leading media and entertainment
company in Belgium, with four radio stations and
seven television channels. Medialaan is the founder
of VTM, the first and largest commercial TV station in
Flanders and the network of such popular shows as
So You Think You Can Dance and The Voice.
The Challenge
To combat growing competition from media streaming providers,
Medialaan sought to add value for its advertising sponsors and
increase rate cards on its premier network site, VTM.be. “We
needed a way acquire and retain more viewers, as well as better
understand the identities, preferences and behaviours of users
streaming site content across devices,” said Wouter Mertens, New
Media Architect at Medialaan.
The Solution
Using Gigya’s Registration-as-a-Service (RaaS) and Social Login,
Medialaan gates long-form video content behind a registration wall.
Viewers have the option to identify themselves using a traditional
username and password or their existing Facebook accounts. Not
only does Social Login reduce barrier to site entry, but it also gives
Medialaan permission-based access to viewers’ identity data,
including their genders, birthdays, interests and more.
This identity data, as well as behavioural data created as registered
viewers take on-site actions across devices, is consolidated
into complete user profiles within Gigya’s Profile Management
database. All data can be easily viewed and segmented using
Gigya’s Customer Insights dashboard, as well as directly exported
Medialaan Drives Ad
Revenue with Gigya’s
Customer Identity
Management Platform
SUCCESS HIGHLIGHTS
200% growth
over expected
number of
registered users
15% projected
increase in total
ad revenue
30% of daily
site visitors
logging in

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Rev: Gigya_Case_Study_Medialaan_062015
to Medialaan’s existing marketing applications for use across channels
and campaigns.
The Benefits
With a comprehensive understanding of viewers’ identities, Medialaan
is able to provide sponsors with detailed insights into its user base to
more accurately reach and convert desired segments. This level of
audience intelligence is expected to result in a 15% revenue increase
across Medialaan web properties.
After identifying key viewer segments streaming particular shows,
Medialaan tailors the content of these series based on their audiences’
gender, age, Facebook Likes and more. The broadcaster can also rely
on viewers’ streaming preferences and behaviours to provide relevant
on-site recommendations of what to watch next.
By exporting viewer segments from Gigya’s Profile Management
database directly to its email service provider, Medialaan is able to
send highly customised content recommendations based on viewers’
preferences and recently watched programs. Emails can also be
triggered by meaningful behaviours; for example, if a viewer pauses
The Voice and leaves VTM.be, she will receive an email prompting her
to return and finish her episode.
Giving users an easy way to identify themselves and consume content
across devices has significantly improved acquisition and retention, with
200% more registrations than expected and 30% of daily site visitors
logging in. “Turning anonymous visitors into known, loyal viewers is
expected to have a 15% impact on ad revenue as we continue to roll the
Gigya platform out across our web properties,” said Wouter Mertens,
New Media Architect at Medialaan.
GIGYA’S CUSTOMER
IDENTITY MANAGEMENT
PLATFORM HAS GIVEN
US A COMPETITIVE
EDGE BY HELPING US
BUILD BETTER
RELATIONSHIPS WITH
BOTH OUR SPONSORS
AND OUR VIEWERS.
Wouter Mertens
New Media Architect, Medialaan