The challenge
ITV, the UK’s largest commercial TV station, asked us to ensure greater returns on their marketing investment by commercialising their video on demand (VOD) viewer data. Why? To create new advertising revenue streams, increase long form viewing and increase first party data capture.
The approach
Our Intelligent Decisions data products provided insight and analytics to identify KPI-aligned opportunities. We executed engagement strategies through multi-channel delivery across email, and mobile push (40M targeted emails and 50M push sends per month respectively) using our proprietary tech alongside the Braze and Snowflake platforms.
“adm Indicia are an integral part of ITV's shift to viewer centricity. As our partners for both provision of data and technology capabilities plus effective activation of first party data our journey together has fundamentally transformed the ITV business model. I highly recommend them to anyone who is exploring how to drive value from data driven relationships.”
Oliver Fisher, Media Capability Director, ITV
The result
- 60% identified of the base that can deliver more value
- 500k+ addtional viewing hours per month
- High propensity to re-activate +21% of viewers
- 21.7% year-on-year uplift
- 80% increase in communications engagement
- +23% propensity to cross-sell to ITV's BritBox service
