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Nielsen Boosts Marketing and Advertising Efficiency, Drives More Subscribers for NOW TV

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1 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. CASE STUDY Nielsen Boosts Marketing and Advertising Efficiency, Drives More Subscribers for NOW TV CUSTOMER TESTIMONIAL NIELSEN ATTRIBUTION SITUATION Launched in 2012, NOW TV is an online streaming service that enables users to watch the latest movies, TV shows and live sport. As a young company focused on accelerated growth, NOW TV leverages a number of digital marketing and advertising channels, including online display, paid search, paid social, affiliates and retargeting to drive subscriptions of its TV streaming service packages. CHALLENGE Previously, marketers at NOW TV used a last-click measurement model to guide their digital media and marketing investments. Since this approach only gives credit to the last touchpoint prior to conversion, they suspected their online display ads and other upper-funnel tactics were being undervalued. They sought a more intelligent way to evaluate the true effectiveness of each channel and tactic along the consumer journey, and how they work together to drive conversions. More specifically, they wanted to identify which granular-level components of their online campaigns were the most productive drivers of subscriptions, which were the least productive, and how to best reallocate spend across touchpoints to maximize performance. GOALS Drive business performance by determining the value of each channel and tactic in driving subscriptions, allowing for reallocation of budget to the best-performing areas. SOLUTION Nielsen provided the end-to-end support NOW TV needed to replace its outdated last-click measurement model with a more sophisticated attribution approach. Leveraging Nielsen's attribution capabilities to analyze consumer behavior across channels and devices, effectively measure marketing and "We were impressed by how smooth and well managed the implementation process was. As a company with ambitious growth goals, we needed an advanced attribution solution that could support our long-term business strategy, as well as our short-term needs. Not only was Nielsen able to accommodate our unique business requirements, but we were able to leverage the solution's inter- and intra-channel insights and recommendations to improve our marketing efficiency by 20% within just eight months." —Jenna Pain, Digital Marketing Controller (Acquisition), NOW TV

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