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Case Study
Bridging the Data Gap Between Television and the Internet
The Challenge
The industry-leading Turn marketing plaform helps advertisers around the world achieve
exceptional results. As the disparate realms of TV and digital advertising collide, Turn saw an
opportunity to launch our brand and to showcase how our technology can empower marketers
to manage all their online activities from one dashboard.
We started by asking ourselves two questions:
1. Could we use the customer data we have from online sources to get a better picture of
our prospects and brand loyalists across any advertising medium?
2. Could we track television campaign results in the same manner that we track our online
results?
Fueled by these questions, Turn launched its first-ever integrated offline/online marketing
campaign, called Confidence at the Moment of Decision. Our objective was to demonstrate
an effective integration of television and Internet advertising that would leverage Turns
advanced digital technologies for audience targeting, video optimization, and cross-channel
analytics.
The centerpiece of the campaign was a 30-second spot airing on the Season 5 finale of
Mad Men, essentially the Super Bowl for marketing professionals. Surrounding elements
an integrated microsite, influencer outreach, social media buzz, online video and display
advertisingworked together to extend reach, increase frequency, and deepen audience
engagement.
Advertising Plan
Strategy
Confidence at the Moment of Decision was designed to build awareness and li" preference
among enterprise marketing executives and senior agency-side media decision-makers. We
invested $500,000 in a multichannel effort that would establish Turn as a leading marketing
technology provider. Starting with a dramatic 30-second commercial, we would extend the
creative across TV, standard display, and rich-media ads; pre-roll video spots; keyword search
sponsorships; and email newsletter ads.
Creative Strategy
All the targeting and audience analysis information in the world means nothing if your creative
doesnt inspire. Our strategy was to take creative risks that would emphasize to Turn customers
that it pays to be bold. Besides, we were advertising to advertisers on a show about advertising,
so we had to stand out in a big way.
We asked our advertising agency, gyro, to think outside the box, and they delivered the perfect
concept. It had all the required elementsdrama, emotion, anger, and suspenseand told the
story of decisions made by the Turn platform with a beautiful visual design.
Case Study
Bridging the Data Gap Between Television and the Internet
Creative Approach
The creative played with the idea that many online advertising decisions are made in a split
second. Our 20-second spot was inspired by the visual style of the popular Mad Men series,
which we expected would draw heavily from our target audience.
Depicting a confrontational scene from a love triangle, the ad focused on the split-second
decision the shooter had to make when deciding who to target. The spot never showed
who the shooter chose, as the creative message for the viewer was to pull the trigger on
something boldusing Turn technology as the guide. This provocative scene was intended
to generate an emotional connection while articulating the benefits of our technology to our
desired demographic.
Knowing we were addressing a sophisticated audience, we paid meticulous attention to
the commercials production details. We carefully selected the wording of the voice-over to
ensure it paid off the message of confidence at your moment of decision. We invested in
a world-class director and crew from a renowned HBO TV series, to ensure that all set details
were perfect.
In an ideal cross-channel campaign, television and digital advertising should complement
one another, each targeting consumers from a different angle and reinforcing a clear message
through repeat impressions. The commercial had a cliffhanger ending, along with a call to
action that directed viewers to a campaign microsite, where they could view alternative
endings and explore information about Turn solutions and the campaign approach.
TV Flight
Online Flight
online content alignment
10MM impressions
n and T
season finales
9 spots over 2 days
3.5MM estimated viewers per spot
Professional/Managerial audience composition
Case Study
Bridging the Data Gap Between Television and the Internet
microsite
Data-Driven Execution
As Confidence ran, we imported campaign data into Turn Audience Suite and Turn Campaign
Suite, where we tracked behavioral patterns and formed conclusions about performance.
Audience Suite, our data management platform, is a customer intelligence hub for aggregating and analyzing channel and audience data. Campaign Suite, our demand-side platform,
is a digital marketing hub for executing and analyzing campaign actions.
To capture online campaign data, we placed a user ID pixel on the Confidence microsite that
would identify visitors and determine how they came to the site. We also used third-party
Omniture data to develop audience profiles and further analyze campaign interaction.
For television data, we worked with AT&T to import U-verse television data into Turn
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audience. Turns technology was able to determine which microsite visitors arrived a"er
theyd seen only the television ad, and which visitors landed on the site having also seen at
least one online campaign asset.
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audience data.
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Management
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intelligence hub that performs analysis of
channel and audience data.
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profiles
The key to our data strategy was the ability to combine online and offline data in one place. By
managing our entire campaign through a single interface, we were able to match anonymous
user IDs to determine exposure by channel, sequencing, and response. This approach enabled
us to perform multi-dimensional audience analysis, and delivered remarkable insights about
individual marketing channels and the impact of cross-channel outreach.
The key to our data strategy was the ability to combine online and
offline data in one place.
Case Study
Bridging the Data Gap Between Television and the Internet
Results
Before, during, and a"er the run of the campaign, we observed several variables in our detailed
sequencing analysis. Leveraging data sets new to the digital marketplace, we analyzed actual
television viewership based on data from individual household set-topsno broad inferences
were made based on Nielsen ratings. We matched television data with online social conversations, and we looked at the impact of multiple media channels on search engine activity.
The key result was a 163 percent increase in brand preference. The campaign drove high
levels of traffic to the microsite, which saw increased traffic levels when users were exposed
to standard display ads, high-impact takeovers, or rich-media ads. In addition to 56,000 paid
search impressions, we saw a 137 percent li" in unaided branded search queries.
We saw that microsite traffic also spiked when visitors were referred from online social
conversations. In fact, social referrals were high the day a"er the first airing of the
commercial and also a"er most of the repeat airings. Using verified viewer information
across AT&Ts U-verse TV subscriber base, we correlated social referrals with people
who saw our commercial. We were able to prove the effectiveness of ad sequencing by
combining information from online user IDs with those same set-top analytics. This is
the first time weve been able to track user behavior across online and offline channels.
Microsite Traffic
Turn Social Influencers
Turn social referrals spiked during Turn ad air times. Social referrals
were highest on June 12 (the day a"er the ad aired the first four times),
and for most of the repeat telecasts as well.
Non Ad Days Max
350
June 10
June 11
June 12
June 13
June 17
300
Unique Users
250
200
150
100
4
3
2
1
50
0
6/10
0
Hour 0
Hour 2
Hour 4
Hour 6
Hour 8
Case Study
Bridging the Data Gap Between Television and the Internet
6/11
6/12
6/13
6/14
6/15
6/16
6/17
6/18
Offline only
6/19
6/20
6/21
6/22
6/23
6/24
6/25
6/26
6/27
6/28
6/29
6/30
Another major benefit of combining online and offline data was the ability to examine audience
characteristics. Because all data was trackable to a user ID, we could run deep audience
analytics using Audience Suite and an overlay of third-party data. Looking specifically at
responders from the TV ad to the microsite, we characterized users according to job seniority,
job function, job industry, and social activity.
Time Period
Pre-broadcast
Post-broadcast
Category
Functional Area->Creative
Functional Area->Finance
Industry->Business Services
Industry->Business Services
->Advertising & Marketing
Industry->Consumer Services
Functional Area->Marketing
Functional Area->Engineering
Functional Area->Marketing->PR
Industry->Retail
Functional Area->Marketing->Product
Industry->Transportation/Travel
Functional Area->Sales
Pre-broadcast
0 2
Analysis by Industry
0 2 4 6 8 10 12 0 2 4 6 8 10 12
As intended, Advertising and Marketing
industries skewed
verySkew
high
Indexed Skew
Indexed
post-broadcast.
Post-broadcast
10 12 0
Time Period
Category
Pre-broadcast
10 12
Post-broadcast
Category
Pre-broadcast
Post-broadcast
Seniority->Executives
Seniority->Mid-Management
Seniority->Non-Management
-8 -6 -4 -2
Indexed Skew
Indexed Skew
0.0
0.5
1.0
Indexed Skew
0.0
0.5
1.0
Indexed Skew
.PGMPRMRFCRCJCTGQGML?BQ
RFCKGVMDTGQGRMPQRMRFCConfidence microsite was spread fairly
evenly across these audience characteristics. However, a"er the ads ran, visitors skewed
toward higher management positions, marketing and engineering job functions, and marketing
and advertising industries. We also found our ads played well with the Social Influencers
segment, as defined by eXelate data, suggesting that our creative was well-cra"ed to appeal
to the target Turn audience. More importantly, it illustrates how marketers can use combined
online and offline data to develop advanced audience profiles. By using integrated analytics,
digital marketers can gain greater insight into the consumers they need to reach.
Because all data was trackable to a user ID, we could run deep audience
analytics using Audience Suite and an overlay of third-party data.
Case Study
Bridging the Data Gap Between Television and the Internet
About Turn
Turn delivers real-time insights that transform the way leading advertising agencies and
marketers make decisions. Our cloud applications and Internet-scale architecture work
together to provide a complete picture of customers, execute cross-channel campaigns,
and connect with a worldwide ecosystem of more than 100 partners.
turn.com
Contact us
Were eager to talk with you about your business requirements. Contact a Turn sales
representative today to learn how we can solve your digital marketing challenges.
www.turn.com/contact-sales
2013 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without
notice. January 2013
Case Study
Bridging the Data Gap Between Television and the Internet