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.
We have brought together 16 discreet data sources – from survey data to digital analytics, to TV and commercial sources.
All data sources were aggregated at campaign level, enabling the application of advance analytics.
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.
BBC has been able to utilize the outcomes of the study in multiple ways:
Furthermore, the existing effectiveness model is built in such way to allow for further optimisation / enhancement as more data becomes available overtime.
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.