Enhance viewer experience & advertising ROI using Ad sales analytics
The Challenge
The client wanted to personalize and improve its advertising products to ensure better effectiveness and an enhanced viewing experience across its entertainment platforms. Lack of personalization and improper targeting led to issues like repetitive advertisements, irrelevant ad placements as per demographics, and increasing revenues leakages impacting ROI for its advertising partners. The advertising data in petabytes from multiple sources was manually cleaned, aggregated, and analyzed by more than 20 FTEs. Since the process was manual, it lacked capabilities to explore multiple ad performance metrics. Key insights like content viewership, ad impressions, demographic-based targeting, and ad platform selection were missing resulting in uninformed decisions, difficulties in optimizing commercials, and lack of scalability.
The Solution
Infocepts developed and implemented a data and analytics solution to help the media client with near real-time insights for improving advertising effectiveness and better business decision. The solution empowered the client with viewer consumption patterns by analysing unstructured advertising data pulled from multiple digital or traditional sources. Data standardization, exploration, and seamless integration across business systems helped the client improve ways to distribute and monetize advertising content. It can effectively analyze consumption metrics across channels, monitor ad placement and performance at the most granular levels (TV series, episode, or planned break).
A combination of pre-built and self-service BI apps enabled end users to make data-driven decisions. We also helped the client internally brand its new innovative product and articulated a clear ROI which promoted faster adoption of the solution across the business.
The Outcome
- Saves millions of dollars each year from lost advertising revenue by providing advertisers and advertising partners with specific insights as to where, when, and how their ads were served
- Enabled a 99% reduction in ad repetitions and an 85% reduction in problematic viewing sessions with errors
- Viewer behavior analysis enabled business teams to identify revenue leakage. In the initial phase of adoption, our solution helped the client realize $400K revenue from partner chargebacks
- Reduced ad load latency and repeat ads from same-industry categories (competitive separation) by 4X
- Reduced time to market for new services and offerings by 2X
- The insights from the solution continues to reveal new possibilities for the client and helps them explore innovations in product development and advertising.
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Our business operates in both a vertical and horizontal dimension, making it challenging to assess performance across our multiple product offerings. Infocepts’ data solution provided critical insights from a financial perspective enabling us to make informed strategic decisions.
Senior Director, Digital Advertisements
Media and Entertainment Company
About the Client
Our client is a mass media and entertainment conglomerate catering to a global audience. It produces and distributes entertainment, news, information products, and services.
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