Changing the advertising game.
TVNZ enables advertisers to directly connect with known audiences using Adobe Real-Time Customer Data Platform.
48 HOURS
Building segments accelerated from weeks to minutes and activation within 48 hours
Objectives
Enable advertisers to connect with premium video streaming audiences more efficiently and effectively
Lower barriers to capitalise on TVNZ first-party video viewership data
Provide marketers with rich insights to target customers based on viewing behaviours
Enhance TVNZ product portfolio and diversify revenue opportunities with higher-margin data products
Results
Match known advertiser customers with TVNZ+ subscribers in just minutes
Reduced time to create customised ad audiences from up to four weeks to less than an hour
Enhanced brand storytelling with personalised sequencing of emotional, relevant narratives
Increased digital ad yield by 5% in first quarter of operation through new data products unlocked by the new CDP
Connecting advertisers with New Zealand audiences
New Zealand audiences increasingly stream entertainment content through mobile devices and connected TVs. TVNZ’s General Manager for Digital - Commercial, Rob Hutchinson, wants to help advertisers take advantage of opportunities to target these viewers in new, more effective ways. TVNZ+ viewers log in when they sign up and from this the broadcaster understands who they are and can harness insights about who makes up their household, what shows they watch and for how long.
“It’s an exciting time for brands. Brands traditionally used third-party cookies to help target their advertising but found it harder to take advantage of the wealth of first-party data available on platforms like TVNZ+. Technology advances mean we can develop more possibilities for first-party data advertising strategies,” Hutchinson says.
Hutchinson’s vision is to make TVNZ’s first-party data more immediately actionable. By implementing Adobe Real-Time Customer Data Platform, powered by Adobe Experience Platform and hosted in the cloud on Microsoft Azure, Hutchinson’s team introduced new ways for advertisers to connect with audiences, providing avenues for advertisers and TVNZ to grow revenues.
With support from Adobe Professional Services, TVNZ set up its CDP platform in just three months. The Adobe consultants connected incoming data sources to create more than 2.1 million rich, unified customer profiles that include key demographic and online behaviour information. The profiles also account for viewers as both individuals and as members of a household.
“It previously took up to a week to try to match advertiser customer data with our audience data. It now takes just minutes.”
Rob Hutchinson
GM for Digital - Commercial, TVNZ
Timely, personalised marketing activations
The solution gave rise to four new advertising products for TVNZ — Audience Match, Audience IQ, affinity segments and storytelling. Audience Match provides visibility into how a brand’s customer base overlaps with TVNZ audiences, so advertisers can make better, data-driven decisions about where to advertise instead of relying on sometimes erroneous assumptions about what types of shows their customers watch.
A match with an advertiser is performed in TVNZ’s Clean Room outside of the CDP or using the Segment Match identity overlap process for customers who also own Real-Time CDP. The match is then prepped in the company’s Azure data platform, uploaded to the CDP and appended to the user profile. At that point, the matched ID can be activated or pushed back to Audience IQ for analysis.
TVNZ’s Audience Match enables advertisers to target segments that match specific criteria, such as for remarketing to existing customers, cross-selling and upselling or trying to win back lapsed customers. Brands can also expand their pool of prospects by creating look-alike audiences based on the Audience Match results, then launch targeted programmatic and direct campaigns to drive sales.
“It previously took up to a week to try to match advertiser customer data with our audience data. It now takes minutes,” says Hutchinson. “The Adobe Audience Match solution is native to the CDP platform so we can facilitate data partnerships quickly with others who use the same platform.”
Audience IQ provides advertisers access to customised analytics not available elsewhere. Built in Microsoft Power BI, Audience IQ illuminates buyer journeys to help boost engagement and conversions. By tapping into TVNZ and advertiser audience information with automated integrations of CDP and ad performance data, TVNZ can deliver enhanced reporting, measurement and other insights for marketers.
“Our advertising clients can now gain a better view of where intent is formed. We’re uncovering some amazing insights to also give our clients a competitive advantage,” says Hutchinson.
“Thanks to Adobe Real-Time CDP, we’re uniquely positioned to provide rich, emotional storytelling customised to each audience through an approach that feels more natural and non-intrusive.”
Rob Hutchinson
GM for Digital - Commercial, TVNZ
High engagement with data-driven strategies
The company can also quickly create customised affinity audience segments based on advertiser briefs. In the past, TVNZ data scientists needed to perform multiple SQL queries against the firm’s data lake, merge datasets to create files and re-upload information in a time-consuming process that took up to four weeks. Now, using the CDP, the commercial team can easily create a tailored audience for an advertiser by dragging and dropping key criteria onto a canvas. Automations accelerate the process to under an hour, reducing operating costs for TVNZ and shortening revenue cycles.
TVNZ’s advertising clients now have access to fast process, speeding the time-to-market for their campaigns. Highly relevant segmentations of audiences by attributes in the unified customer profiles — including age, gender, geography, viewing device, time of day and viewing behaviour by show and genre — boost campaign efficiency.
In addition to affinity segments, TVNZ debuted a storytelling advertising option that lets brands deliver ads in a specified sequence. By sequencing video ads in a compelling narrative arc, brands can seize the opportunity to emotionally connect with viewers in a way they can’t on social platforms. Research conducted by TVNZ shows that its 30-second video ads have 90% audience attention rates, much higher than social platforms where people easily scroll past ads. In addition, multi-part ad campaigns can progress and complete more quickly to raise awareness, build purchase intent and compel action, including for retargeting initiatives.
One advertiser used TVNZ’s storytelling capabilities to great effect for a Hollywood blockbuster film promotion. A series of ads promoted “Mission: Impossible Dead Reckoning Part One” using a secret code hunt competition to win exclusive tickets for the red-carpet premiere in Sydney.
Excitement ratcheted higher over the course of the sequenced ad journey. Once viewers were engaged, they would receive a follow up ad containing the QR code to take them to a website landing page where they could enter to win tickets. The promotion was a success with more than 71% of website visitors converting, on top of positive word-of-mouth for the film through social media and beyond.
“Thanks to Adobe Real-Time CDP, we’re uniquely positioned to provide rich, emotional storytelling customised to each audience through an approach that feels more natural and non-intrusive,” says Hutchinson.
“In the first quarter of operation, we increased digital ad yield by 5% through new data products unlocked by the CDP,” says Hutchinson. “We look forward to exploring further opportunities to enrich customer profiles, expand cross-promotions and deliver even more engaging experiences that benefit TVNZ audiences and advertisers.”
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