CIM Summit: The Changing Face of Marketing – Steve Forde, ITV

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CIM | The Chartered Institute of Marketing

This document summarizes Steve Forde's presentation on ITV Online's biggest marketing moments in 2016 and strategies for online success. The key points are: 1) Understanding audiences is important to meet evolving viewing habits and build togetherness. Research provides insights into how viewers find and watch TV. 2) Products should be built with user input to create minimum viable solutions and iteratively improve based on pain points. The new ITV Hub improved on the old player. 3) Testing approaches like notifications, targeted emails, and recommendations can nudge viewers. Future goals include personalization and the ITV Village.

Marketing

ITV Online
ITV Hub
ITV YouTube
Channels
ITV Programme
Apps
ITV Social
Video

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

1 Know your audience
2 Building with your users
3 Create minimum viable solutions and iterate
4 Find the pain points

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
2016
Live
VOSDAL
1-7 Day
8-28 Day
Unmatched
Average Minutes per Day - watching TV set

And we naturally want to understand viewers better

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

Decisiontoview
2 weeks prior 1 week prior Day of Tx Tx 3 days post Tx 30 days post Tx
Final hour
Prime time

We have added targeted email on day of transmission

And we’re using notiﬁcations to nudge viewing

Create minimum viable solutions and iterate3

1 Know your audience
2 Build with your users
3 Create minimum viable solutions and iterate
4 Find the pain points

Thank you
Steve Forde
Director of Online Product
& Marketing

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CIM Summit: The Changing Face of Marketing – Steve Forde, ITV

1. ITV Online Steve Forde Director of Online Product & Marketing

2. ITV Online Steve Forde Director of Online Product & Marketing

5. TOP TENBiggest Marketing Moments 2016

6. TOP TENBiggest Marketing Moments 2016

7. ITV Online ITV Hub ITV YouTube Channels ITV Programme Apps ITV Social Video

8. 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

9. 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 Cold Feet Big Shows of 2016 Marcella Love Island Family Guy TOWIE Victoria Euros 2016 The Durrells

10. 1 Know your audience 2 Building with your users 3 Create minimum viable solutions and iterate 4 Find the pain points

11. Know your audience1

12. It’s a much nosier world

13. Loads of great programmes

14. 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 2016 Live VOSDAL 1-7 Day 8-28 Day Unmatched Average Minutes per Day - watching TV set

15. And we naturally want to understand viewers better

16.

17. 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

18. Decisiontoview 2 weeks prior 1 week prior Day of Tx Tx 3 days post Tx 30 days post Tx Final hour Prime time

19. We have added targeted email on day of transmission

20. And we’re using notiﬁcations to nudge viewing

21. Building with your users2

22. Old ITV Player

23. New ITV Hub

24.

25. Create minimum viable solutions and iterate3

26. iOS: Previous UX

27. iOS: New UX

28. Downloads

29. Find the pain points4