In July, National Geographic Channel employed a cross-platform marketing campaign for its show ‘Life Below Zero’ in which it utilized a new advertising solution from smart remote technology company Peel. The network was able to retarget viewers who had seen a linear TV ad for ‘Life Below Zero’ on Peel with 24 hours of being exposed.
Those who had seen the TV ad, and who use Peel, were served a full-screen mobile interstitial ad on the Peel Smart Remote app, which turns a smartphone or tablet into a TV remote control and has 90-million activated users.
“Peel is one of the few companies that is able to guarantee a one to one match of our target audience to our viewer,” Hayes Tauber, Senior Vice President of Consumer Marketing, National Geographic Channel, tells Lost Remote. “What we find most appealing about their platform and their technology is their ability to follow the viewer from click to actual tune in, allowing us to measure channel viewership as a direct result of our paid advertising with Peel.”
The result of the National Geographic/Peel campaign -in partnership with Mediahub/Mullen, IPG Media Labs – was a 50 percent higher ad recall rate, 50 percent higher tune-in intent and 100 percent improvement actual tune-in compared to TV or mobile advertising alone.
An increasing number of studies are coming out that show that advertisers can spend on TV alone anymore, and the National Geographic/Peel campaign is another example of why advertisers must consider a cross-platform approach that, at the very least, complements their linear spend. We asked Tauber about this trend:
“Being able to create cross screen frequency is becoming increasingly important as our viewers media consumption is becoming fragmented across desktop, mobile, tablet and TV,” Tauber said. “As video consumption becomes screen agnostic, we aim to target these people accordingly especially when we want to drive immediate tune in the night of premieres while viewers are watching TV and engaging with a second screen.”
As a smart remote technology, Peel has great potential to be the leader in the second screen retargeting space. It is the last point of contact between an advertiser and a consumer changing the channel, and as Tauber mentioned, gives advertisers a true measurement of channel viewership as a direct result of paid campaigns.