Using a combination of linear and digital media can generate results for B2B marketers

1. Swimming with Sharks Leads to High ROI
Content marketing is clearly an important tool for marketers globally and a nearly ubiquitous
strategy in the B2B space. While generating leads, sparking engagement and driving conversion
depends in great part on the underlying content; marketers don’t need to produce and manage
it on their own. A media partner with premium content, committed to supporting the
customer’s journey through the entire funnel can be a key resource.
Let’s look at one example.
Premium Content & Creative
SAP and Sony Pictures Television recently partnered on an omnichannel content marketing
centered on Shark Tank Brasil (Negociando Com Tubarões). The second season of this leading
format has a proven track record of success globally. Indeed, the US version has won four
Emmys, (10 nominations) including Outstanding Structured Reality Program in both 2016 and
2017.
This original production stands out because it’s unique and highly relevant. It is a potent brew
of well-known, credible, local CEOs matching wits and investments with quick-thinking
entrepreneurs. The show has hit a rich vein of audience insight by carefully reflecting local
start-up culture and every working person's desire to make it big.
Working Through the Funnel
As for the second component -- the customer journey -- we see ourselves as marketing
strategists focused on generating business results for our clients. And, that means figuring out
how to do more than simply delivering ratings or TRPs.
At the top of the funnel, the show's large audience is providing improved awareness. In terms
of engagement, the show's premiere episodes are #1 in time slot affinity with affluent male
millennials among all pay TV channels and with a very high ATS of 34 minutes. Encore episodes
rank #2 in time slot affinity with affluent female millennials among all pay tv channels and 30
minutes plus of ATS. *
And it's not just linear screens that can drive engagement. Two of the top three most engaging
Facebook posts on Canal Sony this year have been focused on Shark Tank. These posts have
achieved 5.04 and 3.94 interactions per 1k fans respectively. *
Branded Content & IRL Activation
We can also improve engagement and mobilize across screens to facilitate discovery of the
marketer's channels.
For SAP, we created a roundtable greenroom where entrepreneurs gathered to discuss
business challenges and distributed it to the Shark Tank show page on canalsony.com.br and
posted tips and video to our Facebook and Twitter feeds.
To push further into the funnel, we also arranged a talk at the recent SAP Forum in Sao Paulo
with four "Sharks". As this event is targeting both prospects and current clients, the content
continued to reverberate all the way through the purchase and retention cycle. Based on
neuroscience studies, we have confirmed that context matters. Content and brand fit synergy
are critical to make brand communication work even harder and deliver more effectively.

2. Our dedication to innovate pushes us to develop marketing solutions well beyond sponsorship.
The Sony Pictures Television ad sales teamis committed to being a leader in cross-screen
content marketing programs.
*Source: Kantar IBOPE MediaJun22-Sep7, 2017;12 episodes (new & encore) time slot ranking includesallpaytvnetworks;
Socialbakers FacebookCampaignViewJun1-Sep 17, 2017