How Do You Drive An Online Audience to a TV Show Offline? Lotame Knows

By analyzing data obtained from its many quality publishers, particularly information on their readers’ social actions – comments and blog posts about shows, for example – Lotame was able to place relevant ads in just the right spots, which led to readers tuning in when the time came. Across 27 TV campaigns, Lotame has raised Intent to View an average of 27.68% per campaign. It measured the viewership lift from the deployment of a control/exposed brand survey methodology across 32,000 consumers.

“Our data has enabled us to raise viewer intent across a number of genres,” said Lotame CEO Andy Monfried. “Family shows, sci-fi, even sports playoff programming. We’ve had particular success with shows aimed at the sub-34 crowd, which reflects how growing up with the web over the past 16 years creates a greater willingness to make their voices heard about their favorite programming online.”

A number of television and cable networks have used Lotame’s technology to enhance viewership. The technology has proven itself to be effective, and it uses no personally identifiable information, so it’s safe for brands to use.

“We have found Lotame’s technology to be an effective tool to reach the right audiences for our clients,” said Jessica McGiff-Drapiza, Group Director of Digital Strategy at PHD Media.

About Lotame

Lotame is a marketing technology company powered by the superior segmentation of audience data. Lotame’s flagship targeting and analytics platform, Crowd ControlTM, collects and interprets unstructured publisher data to make audience planning as easy as keyword buying. The company activates audiences for advertisers with comprehensive online marketing solutions, provides publishers with multiple revenue streams from data and media, and sells to data buyers Lotame Audience Segments derived from its unparalleled knowledge of human behavior.

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Tags: Andy Monfried;, audience recognition, audience segmentation ;, audience verification, digital strategy, intent to view, jessica mcgiff-drapiza, Lotame;, marketing technology, phd media

Category: Ad & Media Strategies, Ad Products, Audience Measurement, Media Buying, Online Advertising Challenges, Online Content Publishers

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