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Video Page Posts Drive TV Tune-In
This cable network partnered with Kinetic Social to promote a new late night television series targeting mothers through video views on Facebook. The campaign achieved over 800,000 video views, 3 times the network's average audience size, with a 70% lower cost per view and 4 times higher engagement on mobile versus desktop. Testing showed mobile users had a click-through rate nearly 4 times higher than desktop users, accounting for 93% of video views and engagement.
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Video Page Posts Drive TV Tune-In
- 1. This cable networkpartnered with Kinetic Social to promote a new late night television series that heavily targeted Moms. They challenged Kinetic Social to generate awareness and tune-ins for the new comedy among Moms, through video views of their trailers on Facebook. Third party Datalogix Lifestyle segments relevant to Moms were tested and broken out in separate campaigns for additional analysis. Native Facebook targeting to Moms 18-49 with children between the age of 2-11. Day parting pushed volume in the hours where there was heavier activity. Video creative optimizations funneling volume to the top video page post. Mobile vs. Desktop: The CTR for mobile users was nearly 4x higher than desktop, accounting for 93% of actions. Interestingly though, desktop users tended to go deeper into the conversation funnel once on the page. 70% better Cost Per View via optimization. 4X higher engagement rate on Mobile vs. PC. 93% of video views on Mobile. Over 800K video views, 3x the size of the network’s average audience. 89% of impressions on target. 41% better on-target performance than average Entertainment digital campaign. The Nielsen OCR study also showed that: Unpublished video page posts ran for two months, targeting Moms with 2-11 year-old children. The campaign aimed to push engagement rates and ultimately, video plays within the user experience to encourage viewership of the new series. The Kinetic Social team implemented a wide range of targeting characteristics to find the broad Mom demographic, then used its proprietary Multi-Variate Testing capability to determine the optimal combinations for mid-campaign optimization. A Nielsen OCR study was also conducted during the campaign to measure on target reach to those moms. Initial targets tested included: Overview Best Performing Ad The Kinetic Social Approach Results Goals Video Page Posts Driving Television Tune-in www.kineticsocial.com [email protected] 646.561.0380 • • • • • • • • • • •