Advertising a television series is a ripe field for targeting people whose content consumption reveals that their values and motivations are highly aligned with your TV series, especially the scenes you excerpted for the specific tune-in ad.
There are two reasons to believe that the targeting by ad content method can work best in tune-in:
- RMT’s 265 values/motivations most granular variables were distilled from 1562 candidates by studying the effects of a TV program recommender based on set top box data. A TV program recommender is really a form of “requested tune-in”. Being derived in this way, from a form of tune-in, is one reason to believe that the ad-based targeting method will work especially well in regular tune-in or any other form of tune-in.
- Simmons found that the adoption of media brands (TV series specifically) was explained to a much greater degree by the RMT 265 variables (“DriverTags”) than the adoption of other kinds of brands:
Over in the right-hand column (below on mobile) you’ll find a series of items which provide more detail on how RMT technology can be used by television network programmers:
- MediaVillage article providing important context facts facing TV programmers nowadays, which make tune-in far more important than it has ever been before. The article also recommends testing video vs. display ads for TV series based on a specific rationale.
- Video of Bill Harvey on Bob Lederer’s Research Business Daily Report on the subject of measuring the success and failure of any new TV season.
- A very short video of Bill Harvey demonstrating RMT’s program recommender app on a smartphone. The app is called dlitr (pronounced “delighter”).
- A redacted deck of an RMT report to a network about one of its new series, including recommendations for future episodes and for tune-in.
- A very short video of NBCU research executive Bryan Mu extolling the deeper level of program analysis provided by RMT’s Screen Savants service.
- An award-winning deck presented at an annual Advertising Research Foundation conference by RMT and NBCU.
- A deck describing the quest for determining what drives television program viewing.