cim summit: the changing face of marketing – steve forde, itv
TRANSCRIPT
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ITV Online Steve Forde Director of Online Product & Marketing
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ITV Online Steve Forde Director of Online Product & Marketing
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TOP TENBiggest Marketing
Moments 2016
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TOP TENBiggest Marketing
Moments 2016
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ITV Online
ITV Hub ITV YouTube Channels
ITV Programme Apps
ITV Social Video
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ITV Hub ITV YouTube Channels
ITV Programme Apps
ITV Social Video
The Billionaires Club
1 Billion Interactions
1 Billion Views 1 Billion Views
1 Billion Views
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ITV Hub ITV YouTube Channels
ITV Programme Apps
ITV Social Video
The Billionaires Club
1 Billion Interactions
1 Billion Views 1 Billion Views
1 Billion ViewsCold Feet
Big Shows of 2016
MarcellaLove
Island
Family Guy
TOWIE
VictoriaEuros 2016
The Durrells
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1 Know your audience
2 Building with your users
3 Create minimum viable solutions and iterate
4 Find the pain points
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Know your audience1
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It’s a much nosier world
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Loads of great programmes
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Although live TV remains at the heart, the viewing landscape is changing
Average viewing trends show a slowly changing landscape…
0 50 100 150 200 250
2014
2015
2016Live
VOSDAL
1-7 Day
8-28 Day
Unmatched
Average Minutes per Day - watching TV set
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And we naturally want to understand viewers better
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Loads of insight coming out of this research
No living room is the same
Viewers have more control
Online is making more shows accessible
Togetherness matters
How viewers find & watch TV has
evolved
Being involved enhances
togetherness
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Deci
sion
to v
iew
2 weeks prior 1 week prior Day of Tx Tx 3 days post Tx 30 days post Tx
Final hour
Prime time
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We have added targeted email on day of transmission
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And we’re using notifications to nudge viewing
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Building with your users2
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Old ITV Player
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New ITV Hub
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Create minimum viable solutions and iterate3
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iOS: Previous UX
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iOS: New UX
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Downloads
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Find the pain points4
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Ad Trials
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The ITV Hub+
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ITV’s YouTube Channels
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What’s next?
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Registration
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Recommendation and personalisation
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The ITV Village
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Objectives & Key Results
OKRs
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1 Know your audience
2 Build with your users
3 Create minimum viable solutions and iterate
4 Find the pain points
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Thank you
Steve Forde Director of Online Product
& Marketing