The proliferation of platforms airing content, from niche cable channels to SVOD platforms, means that audiences are fragmenting rapidly. As a result, reaching the right viewers requires choosing the right home for your content, but the myriad of choices often make this a difficult task.
Challenge:
- Investments made on online platforms lack a common ROI metric.
Solution:
- Parrot Analytics’ Demand Expressions captures the effect of all marketing.
- The demand ROI metric enables the comparison of marketing platforms and campaigns.
Results:
- The pay TV network identified a marketing campaign that performed 2,800% more effectively than the baseline.
- Consequently, the platforms that most effectively convert marketing dollars to demand can be prioritized in future campaigns.
