TV Ads Optimized to Social Audience Segment Drove Nearly 3X Lift In Engagement For Major Motion Picture

Jun 22, 2016

Step 1: Analyze People

4C analyzed the people who historically engaged with a list of recent, successful films which were similar to the studio’s upcoming release.

Step 2: 4C maps affinity behavior to TV viewership

4C mapped that affinity behavior to respondent level TV viewership data in order to form a targetable audience segment for TV advertising.

Step 3: socially-optimized target audience segment was then input into Turner Broadcasting’s Targeting

This socially-optimized target audience segment was then input into Turner Broadcasting’s TargetingNOW product which produced an optimal TV schedule for the four-week marketing campaign leading up to the release of the film.

Measurement

The result was measured by analyzing the lift in social engagement that occurred within 2 minutes before and 2 minutes after each commercial for the film aired, across each TV ad that ran for the entire film campaign on all TV networks. We then aggregated the lift scores for each TV ad and calculated Turner’s average lift versus other cable networks’ average lift.

Results

The optimized Turner schedule generated a 2.89x lift in social engagement with the film versus other cable advertising during the same period.

Optimized Turner schedule