The Context
A desire to increase advertising revenue and optimize channel’s content meant having to gain a deeper understanding a TV channel's audience
A desire to increase advertising revenue and optimize channel’s content meant having to gain a deeper understanding a TV channel's audience
Encouraging advertisers to partner with the channel by uncovering the true character of the channel’s audience and challenging the perception that it was a ‘niche’ only entertainment source.
Understanding the viewers relationship to the channel and entertainment behaviors in order to drive audience growth.
An online community was conducted to gain a realistic and accurate read on the audience’s viewing behavior and relationship to brands and advertising.
This method of research also enabled us to preview the channel’s marketing material and gain constructive viewer feedback.
Ruby was able to get a clear understanding of the brands and advertising that would be most relevant and persuasive for the channel’s audience.
And through an exploration of their viewing behavior, we were able to build and fine tune viewer typologies based on insight.
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