BBC Worldwide

Insights

Challenge

BBC wanted to understand the impact advertising on BBC platform delivers at various stages of customer journey. It also wanted to identify what drives effectiveness and optimise future campaign planning.

Data

We have brought together 16 discreet data sources – from survey data to digital analytics, to TV and commercial sources.

  • Brand tracking data conducted over the past 2 years and covering 170+ campaigns advertised on BBC platform during this period
  • Digital performance data, including total campaign impressions, devices, creative formats, etc.
  • Analog data, including TVC spot lengths, programming, formats etc.
  • Internal data, including spend

All data sources were aggregated at campaign level, enabling the application of advance analytics.

Insight

The learnings provided deep understanding of publisher’s effectiveness to drive impact across various stages of customer journey.

It has shed light on how different digital formats might influence outcomes, identified roles of different campaign components and help to uncover optimisation opportunities.

Drivers of impact were established and used to build interactive simulator.

Action

BBC has been able to utilize the outcomes of the study in multiple ways:

  • Strengthening credibility with clients with strong empirical evidence of the campaign impact of their platform, particularly at the latter part of customer journey.
  • Enabling clients to access simulation tool to guide future optimisation of their campaigns/
  • Establishing Thought Leadership in the space of effectiveness measurement, resulting in ample media coverage (including industry leading trade press such as Campaign & Marketing week) and speaking opportunities across various industry conferences.

Furthermore, the existing effectiveness model is built in such way to allow for further optimisation / enhancement as more data becomes available overtime.

Results

BBC platform works most effectively in driving impact at latter stages of the consumer funnel (building equity more than reach)

TV is, not surprisingly, the key vehicle to generate reach whilst digital components of the campaign create better engagement.

Relevancy is key and can be achieved either through tailored creative (e.g. Content marketing campaigns) or by relevant program association. News programming has broader appeal.

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