Viewers have replaced channel flipping and programming guides with curated, personalized recommendations from the first thing they see when they power up their televisions — the Home Screen.
So what better place to promote new programming to viewers? VIZIO’s latest case study outlines the power of this strategy based on the example of how one broadcaster leveraged the VIZIO Home Screen to do exactly that.
It found that audiences exposed to the Home Screen promotions tuned in more than twice that of those who weren’t exposed to the promotions (lift in tune-in from control to exposed audience was 119%).
The study also outlines how increased exposure frequency led to increased conversion rates as well, across all promotional channels. In the campaign examined, the broadcaster took advantage of several VIZIO products to its promote content across the Home Screen, including Discover banner rotational placement, a Hero banner rotational placement, and a complete Hero Takeover promotion.
Finally, the case study details the ability to reach specific audiences based on the broadcaster’s preferences, meaning the Home Screen promotions would appear only to those audiences most likely to engage with it. Audience segments included those engaging with specific formats (broadcast), programming (action/drama viewers), and with previous episodes of the show itself.
For more data and details on exactly how these tactics and targeting paid off for this broadcaster, download the complete case study here.