Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it will host a webinar titled, Seven Strategies for Driving TV Tune-in on October 4, 2016 at 2 PM EST. Merkle presenters Andy Fisher, chief analytics officer and Matt Naeger, SVP, client partner, will define and detail how television networks are making a crucial shift from brand marketing to direct-response approaches for driving TV tune-in, with audience measurement across devices.
The golden age of television has brought about a multitude of opportunities for networks to expand their viewership and build stronger bonds with their consumers. As competition for eyes heats up, taking advantage of those opportunities is even more critical. Networks face challenges that are forcing a drastic change in how they reach and retain their audiences. The webinar will provide the keys to a successful direct-response campaign across devices, including how individual-level measurement, analysis, optimization, and scale are achieved in the world of TV marketing. Combined with the exciting new frontier of over-the-top (OTT) content delivery, these strategies are difficult to implement, but are very rewarding for the networks that have adopted closed-loop marketing practices.
In support of the webinar, Merkle’s white paper, A Marketer’s Guide to Strategies for Driving TV Tune-In, offers a comprehensive breakdown of the seven strategies. This in-depth guide focuses on an individual-level measurement system, analysis of individual viewing behavior, scale, industry-proven direct-response results, optimization and rapidity, integrated consumer and set-top-box (STB) data, and the type of commitment and resources required for success.
“With TV marketing changing in pace with technology, the innovators are adopting direct-response techniques to be competitive in an industry that is becoming more digital,” said Fisher. “In many cases, we are even helping clients adapt their OTT approaches to their linear programming, simply because they are achieving great results from having more targeted, measurable, and attributable advertising.”