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CASE STUDY

Bridging the Data Gap Between


Television and the Internet
Turn used its own industry-leading digital marketing
platform to drive an innovative multi-channel campaign.
January 2013

Bridging the Data Gap Between


Television and the Internet
On the surface, television and the Internet couldnt appear any more different. One is almost
70 years old, the other is a relative teenager. One is primarily analog, the other is digital. One
is a lean back experience, the other is a highly engaging, lean forward experience. Building
successful advertising campaigns for these disparate worlds requires very different marketing
skill sets.
In the digital world, Internet marketers and their agencies design campaigns based on a
foundation of advanced data-driven techniques. Billions of individual online ad impressions
are analyzed in real time by hyper-intelligent audience targeting and bidding so"ware tied to
massive, high-performance computer networks. The real-time nature of the Internet provides
marketers with a clear picture of how strategies are working, which segments are engaging,
and what is driving the response.
In the medium of television, brand managers carefully consider their creative message in
order to educate and activate key audiences. Data is a snapshot in time: Demographic data
from the network informs the media buy, and customer research a"er the airing provides
recall data. Real-time metrics are virtually nonexistent.
But what if we could apply the power of big data to television advertising? As marketers
deliver integrated campaigns that cut across both television and the Internet, they will look
to integrate television and digital advertising metrics to get a holistic view of total campaign
performance.

What if we could apply the power of big data to television advertising?


Turn, a leading cloud marketing platform provider, recently used its revolutionary services
to take a unified approach to the companys own offline/online advertising campaign. The
campaign integrated data from all available media channels, while engaging customers with
innovative creative across television and the Internet. This case study outlines our campaign
strategy, execution details, data analysis, and the discoveries we made during the project. We
also take a look at the upshot of this cross-channel experiment for the future of advertising.

Case Study
Bridging the Data Gap Between Television and the Internet

The Challenge
The industry-leading Turn marketing plaform helps advertisers around the world achieve
exceptional results. As the disparate realms of TV and digital advertising collide, Turn saw an
opportunity to launch our brand and to showcase how our technology can empower marketers
to manage all their online activities from one dashboard.
We started by asking ourselves two questions:
1. Could we use the customer data we have from online sources to get a better picture of
our prospects and brand loyalists across any advertising medium?
2. Could we track television campaign results in the same manner that we track our online
results?
Fueled by these questions, Turn launched its first-ever integrated offline/online marketing
campaign, called Confidence at the Moment of Decision. Our objective was to demonstrate
an effective integration of television and Internet advertising that would leverage Turns
advanced digital technologies for audience targeting, video optimization, and cross-channel
analytics.

The campaign included:


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television airings of the commercial
exclusively on the AMC network, split
between the day of and the day a"er
the last episode of Mad Men.
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AMC site, along with direct buys on
websites that index high with our
target audience: Forbes, Ad Age,
Adweek, and MediaPost.
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marketing professions with online
ad bids.
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keywords associated with the Turn
commercial and related to the content
of the microsite.
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and eXelate, as well as analytics
from Omniture.
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front page of The New York Times
Business section.
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your best split-second decision?

The centerpiece of the campaign was a 30-second spot airing on the Season 5 finale of
Mad Men, essentially the Super Bowl for marketing professionals. Surrounding elements
an integrated microsite, influencer outreach, social media buzz, online video and display
advertisingworked together to extend reach, increase frequency, and deepen audience
engagement.

Advertising Plan
Strategy
Confidence at the Moment of Decision was designed to build awareness and li" preference
among enterprise marketing executives and senior agency-side media decision-makers. We
invested $500,000 in a multichannel effort that would establish Turn as a leading marketing
technology provider. Starting with a dramatic 30-second commercial, we would extend the
creative across TV, standard display, and rich-media ads; pre-roll video spots; keyword search
sponsorships; and email newsletter ads.

Creative Strategy
All the targeting and audience analysis information in the world means nothing if your creative
doesnt inspire. Our strategy was to take creative risks that would emphasize to Turn customers
that it pays to be bold. Besides, we were advertising to advertisers on a show about advertising,
so we had to stand out in a big way.
We asked our advertising agency, gyro, to think outside the box, and they delivered the perfect
concept. It had all the required elementsdrama, emotion, anger, and suspenseand told the
story of decisions made by the Turn platform with a beautiful visual design.

Case Study
Bridging the Data Gap Between Television and the Internet

Creative Approach
The creative played with the idea that many online advertising decisions are made in a split
second. Our 20-second spot was inspired by the visual style of the popular Mad Men series,
which we expected would draw heavily from our target audience.
Depicting a confrontational scene from a love triangle, the ad focused on the split-second
decision the shooter had to make when deciding who to target. The spot never showed
who the shooter chose, as the creative message for the viewer was to pull the trigger on
something boldusing Turn technology as the guide. This provocative scene was intended
to generate an emotional connection while articulating the benefits of our technology to our
desired demographic.
Knowing we were addressing a sophisticated audience, we paid meticulous attention to
the commercials production details. We carefully selected the wording of the voice-over to
ensure it paid off the message of confidence at your moment of decision. We invested in
a world-class director and crew from a renowned HBO TV series, to ensure that all set details
were perfect.
In an ideal cross-channel campaign, television and digital advertising should complement
one another, each targeting consumers from a different angle and reinforcing a clear message
through repeat impressions. The commercial had a cliffhanger ending, along with a call to
action that directed viewers to a campaign microsite, where they could view alternative
endings and explore information about Turn solutions and the campaign approach.

In an ideal cross-channel campaign, television and digital advertising should


complement one another, each targeting consumers from a different angle
and reinforcing a clear message through repeat impressions.
On the microsite, we repurposed the creative assets for display ads, video spots (web and
mobile), keyword sponsorships, and email newsletter ads. All creative elements functioned as
standalone pieces, outside of the Mad Men context, so they could be reused in other venues.
Website and media assets were served by our content delivery network and online video platform.

TV Flight

Online Flight
 online content alignment
10MM impressions

 n and T
 
season finales
9 spots over 2 days
3.5MM estimated viewers per spot
Professional/Managerial audience composition

Pre-roll video online


3.8MM impressions
Display (all sizes)
25.7MM impressions
Rich-media banners online
5.1MM impressions
Paid search
57K impressions

Case Study
Bridging the Data Gap Between Television and the Internet

   microsite

Data-Driven Execution
As Confidence ran, we imported campaign data into Turn Audience Suite and Turn Campaign
Suite, where we tracked behavioral patterns and formed conclusions about performance.
Audience Suite, our data management platform, is a customer intelligence hub for aggregating and analyzing channel and audience data. Campaign Suite, our demand-side platform,
is a digital marketing hub for executing and analyzing campaign actions.
To capture online campaign data, we placed a user ID pixel on the Confidence microsite that
would identify visitors and determine how they came to the site. We also used third-party
Omniture data to develop audience profiles and further analyze campaign interaction.
For television data, we worked with AT&T to import U-verse television data into Turn
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audience. Turns technology was able to determine which microsite visitors arrived a"er
theyd seen only the television ad, and which visitors landed on the site having also seen at
least one online campaign asset.

Operational Process and Data Sets

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(except TV and search), including direct buys.
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audience data.

CRM

Bid
Management

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intelligence hub that performs analysis of
channel and audience data.

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DESIGN
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Turn user
profiles

The key to our data strategy was the ability to combine online and offline data in one place. By
managing our entire campaign through a single interface, we were able to match anonymous
user IDs to determine exposure by channel, sequencing, and response. This approach enabled
us to perform multi-dimensional audience analysis, and delivered remarkable insights about
individual marketing channels and the impact of cross-channel outreach.

The key to our data strategy was the ability to combine online and
offline data in one place.

Case Study
Bridging the Data Gap Between Television and the Internet

PR and Social Media Elements


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secure an exclusive opportunity with The New York Times. Reporter Andrew Adam Newman
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treated to a behind-the-scenes look into the making of the commercial, including storyboards,
stills, and blog posts. As a result, The New York Times ran a feature profile on the front page of
their Business section, just three days before the first airing of the commercialperfect timing
to generate even more interest.
In the days leading up to the campaign, we also encouraged Turn employees, their friends, and
their family to post links or tweet about the campaign, further promoting engagement with the
commercial and its surrounding elements.

Results
Before, during, and a"er the run of the campaign, we observed several variables in our detailed
sequencing analysis. Leveraging data sets new to the digital marketplace, we analyzed actual
television viewership based on data from individual household set-topsno broad inferences
were made based on Nielsen ratings. We matched television data with online social conversations, and we looked at the impact of multiple media channels on search engine activity.

Turn increased brand


preference by 163 percent
and improved unaided
branded search queries
by 137 percent.

The key result was a 163 percent increase in brand preference. The campaign drove high
levels of traffic to the microsite, which saw increased traffic levels when users were exposed
to standard display ads, high-impact takeovers, or rich-media ads. In addition to 56,000 paid
search impressions, we saw a 137 percent li" in unaided branded search queries.
We saw that microsite traffic also spiked when visitors were referred from online social
conversations. In fact, social referrals were high the day a"er the first airing of the
commercial and also a"er most of the repeat airings. Using verified viewer information
across AT&Ts U-verse TV subscriber base, we correlated social referrals with people
who saw our commercial. We were able to prove the effectiveness of ad sequencing by
combining information from online user IDs with those same set-top analytics. This is
the first time weve been able to track user behavior across online and offline channels.

Microsite Traffic
Turn Social Influencers
Turn social referrals spiked during Turn ad air times. Social referrals
were highest on June 12 (the day a"er the ad aired the first four times),
and for most of the repeat telecasts as well.
Non Ad Days Max

350

June 10

June 11

June 12

June 13

Campaign Cross-Channel Impact


Exposure to digital and social channels drives faster response than
offline only.
6

June 17

Turn site traffic driven by TV, digital, and social campaigns


5
Scaled Unique Visitors/Day

300

Unique Users

250
200
150
100

4
3
2
1

50
0
6/10

0
Hour 0

Hour 2

Hour 4

Hour 6

Hour 8

Hour 10 Hour 12 Hour 14 Hour 16 Hour 18 Hour 20 Hour 22

Case Study
Bridging the Data Gap Between Television and the Internet

6/11

6/12

6/13

6/14

Digital + Social + Offline

6/15

6/16

6/17

6/18

Offline only

6/19

6/20

6/21

6/22

6/23

Digital + No Social + Offline

6/24

6/25

6/26

6/27

6/28

6/29

6/30

No digital + Social + Offline

Another major benefit of combining online and offline data was the ability to examine audience
characteristics. Because all data was trackable to a user ID, we could run deep audience
analytics using Audience Suite and an overlay of third-party data. Looking specifically at
responders from the TV ad to the microsite, we characterized users according to job seniority,
job function, job industry, and social activity.

Campaign Audience Impact


Analysis by Seniority
.MQR @PM?BA?QRTGQGRMPQRMRFCConfidence microsite were significantly
more likely to be executives or middle management than the Internet
average.

Analysis by Functional Area


Key functional areas, especially Marketing and Engineering, showed
strong post-broadcast growth.
Time Period
Category

Time Period

Pre-broadcast

Post-broadcast

Category

Functional Area->Creative
Functional Area->Finance

Industry->Business Services
Industry->Business Services
->Advertising & Marketing
Industry->Consumer Services

Functional Area->Marketing

Industry->Media & Internet

Functional Area->Engineering

Functional Area->Marketing->PR

Industry->Retail

Functional Area->Marketing->Product

Industry->Transportation/Travel

Functional Area->Sales

Pre-broadcast

0 2

Analysis by Industry
0 2 4 6 8 10 12 0 2 4 6 8 10 12
As intended, Advertising and Marketing
industries skewed
verySkew
high
Indexed Skew
Indexed
post-broadcast.

Post-broadcast

10 12 0

Time Period
Category

Pre-broadcast

10 12

Analysis by Social Influencers Indexed Skew


Indexed Skew
eXelates Social Influencers segment responded well to the campaign.
Time Period

Post-broadcast

Category

Pre-broadcast

Post-broadcast

Smart Segments->Female Executives

Seniority->Executives
Seniority->Mid-Management

Smart Segments->Social Influencers

Seniority->Non-Management

Smart Segments->Young Entrepreneurs


-8 -6 -4 -2

-8 -6 -4 -2

Indexed Skew

Indexed Skew

0.0

0.5

1.0

Indexed Skew

0.0

0.5

1.0

Indexed Skew

.PGMPRMRFCRCJCTGQGML?BQ
RFCKGVMDTGQGRMPQRMRFCConfidence microsite was spread fairly
evenly across these audience characteristics. However, a"er the ads ran, visitors skewed
toward higher management positions, marketing and engineering job functions, and marketing
and advertising industries. We also found our ads played well with the Social Influencers
segment, as defined by eXelate data, suggesting that our creative was well-cra"ed to appeal
to the target Turn audience. More importantly, it illustrates how marketers can use combined
online and offline data to develop advanced audience profiles. By using integrated analytics,
digital marketers can gain greater insight into the consumers they need to reach.

Because all data was trackable to a user ID, we could run deep audience
analytics using Audience Suite and an overlay of third-party data.

Case Study
Bridging the Data Gap Between Television and the Internet

The Future Opportunity


Confidence at the Moment of Decision was a demonstration of cross-channel data integration.
In addition to supporting Turns own marketing objectives, our campaign strategy revealed
important learnings for the marketing industry as a whole:
1. Using TV as a channel in an integrated digital campaign increases overall campaign
effectiveness.
2. Matching TV viewership/exposure data with third-party databases provides valuable and
previously unavailable audience insights.
3. Integrating TV viewership/exposure data into the Turn cloud marketing platform can unlock
unique opportunities for sequencing, audience extension, and multi-touch attribution analysis.
As much as we learned and accomplished with the Confidence campaign, this effort is an
early example of an integrated, data-driven approach to cross-channel advertising. At Turn,
we look forward to running more innovative programs that combine online and offline data
and watching as our customers do the same. Were confident that well be seeing increasing
sophistication and creativity in campaign design and analytics in the years and months ahead.
This is only the beginning. Stay tuned as the industry evolves.

About Turn
Turn delivers real-time insights that transform the way leading advertising agencies and
marketers make decisions. Our cloud applications and Internet-scale architecture work
together to provide a complete picture of customers, execute cross-channel campaigns,
and connect with a worldwide ecosystem of more than 100 partners.

Turn is headquartered in Silicon Valley


and provides its platform, products,
and services worldwide.

turn.com

Contact us
Were eager to talk with you about your business requirements. Contact a Turn sales
representative today to learn how we can solve your digital marketing challenges.
www.turn.com/contact-sales

2013 Turn Inc. All rights reserved. Turn and the Turn logo are registered trademarks of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without
notice. January 2013

Case Study
Bridging the Data Gap Between Television and the Internet