By Lucas Bertrand — CEO and Co-Founder of Looper Insights
The digital world is not patient. It is big, it is constantly evolving, it is hyper-competitive and its viewers are becoming more demanding when it comes to finding their entertainment with minimum hassle.
On many Connected Devices there are only 20–30 spotsavailable that are immediately visible to viewers, but behind this space is a catalogue of 50,000 titles or Apps. A spot is a space available for one piece of content to be promoted on digital storefronts. These devices include the likes of set-top boxes, games consoles, streaming devices, and Smart TV’s. How many pages deep into a digital store is the viewer willing to invest time in exploring?
The easier it is for viewers to find your title or service, the more likely they are going to engage with it. How do you get your products into those top pages to drive viewership? What killer moves can be made to fight off the competition and get the provenance your titles or service should be commanding?
How to win the war
The first step to winning the war is to be able to actually see the platforms and their local content line up, to ensure your product is on the shelf, and to know exactly where your titles or services are sitting within them. Note that Connected Devices have different User Interfaces (U.I’s) than websites, and therefore looking at your product on Amazon.com is not the same as seeing it on Amazon Fire. With visibility, you can begin to know what is really happening with your product. Think of it as a digital stock take.
Once we can see what is going on, we can then make a plan on how to improve our presence in these stores. Fighting for placement is now a daily negotiation, which requires data and information in order to back it up. We know the only way to improve is to measure, and being able to measure how much shelf space or Share of Voice we have, enables us to focus on this key metric which will drive our share of viewers and viewership.
3. Content Optimisation
Start with fixing the basics. Are all of my products on the shelf, being displayed with the correct metadata, artwork, and most importantly, are they easily visible to viewers.
Next up let’s look at the data on what we are doing that is working and iterate. Let’s compare our placement data to our performance data. When we did ‘X’ promotion, what happened? Did performance improve or decline? If it did improve, then let’s do more of this. What are our competitors doing? Let’s try some of those moves and track our performance.
What learnings can we take across the different connected devices? Are there particular campaigns that outperform that we could take from one device UI to another, or even across regions? By measuring our placement against performance data we can now create a playbook for each.
4. Earned vs Paid Media placement
Earned media is any on-store presence that we are not having to pay for. This placement is either driven by editors or algorithms. How do you calculate the value of earned media placements and how do we get more of it, since that’s clearly the desirable route to driving viewers and views.
Compare your placement data (number of placements and type of spot) with how much would I pay for that spot (either performance or media buy rate card). This will give you the value of earned media placements.
5. R.O.I for paid placement
We need some data on the relative value of a spot vs our performance data. How many views do we get in this location vs another? We can then compare our placement data to our performance numbers and see what that placement is worth in views or sales. If that spot would cost me $1,000 and delivers 10x views, and my title normally generates $1,000 then that’s a good ROI.
Track and improve these metrics and you are on the way to winning the Share of Voice wars.