Entertaining Scotland’s viewers
Television viewership is on the rise, with more quality programming and viewing options than ever. Audiences have high expectations of the content they watch and the platforms they use and media companies are all looking to outdo each other with compelling personalised experiences.
STV is no exception. For over 60 years, STV is the only commercial Scottish TV network dedicated to Scotland, reaching 3.5 million viewers every month. Content is a key differentiator for STV. With crowd-pleasers such as I’m a Celebrity…Get Me Out of Here!, long-running soap dramas Coronation Street and Emmerdale and stalwart programmes such as STV News at SIX, the station brings unique value to Scottish audiences.
As STV looks to increase viewership, the media company is keen on drawing new audiences into STV Player—an on-demand video platform that is the company’s biggest digital asset, generating hundreds of millions of ad impressions every year.
“Compared with our linear TV broadcasts, we have more control over programming on STV Player and earn higher margins on ad revenue,” says Gary Miller, Digital Analyst at STV. “We want to draw more people onto this channel by making the experience as compelling and personalised as possible.”
Aiming to serve high-quality programming to customers based on their interests and viewing histories, STV needs clear visibility into who viewers are and what they watch. Its existing analytics platform, comScore Digital Analytix, was being phased out, which gave the network an opportunity to find a more powerful analytics platform.
“We considered other analytics solutions, but following an evaluation, Adobe Analytics was deemed the best fit for us, providing rich insights to inform programming and promotion,” Gary says. “In addition to web page activity, we can monitor video engagement and player performance using Adobe Analytics for Video heartbeat tracking for a complete view of the customer experience.”