Enhancing Marketing Impact Through Streaming Innovation at ITV
With the introduction of the revamped streaming platform ITVX, the marketing department at ITV has seen a significant boost in credibility and influence among employees. Discover how ITV's strategic streaming reboot has elevated marketing's role within the organization.
ITVX MW Awards 2023
Source: ITV
ITV's streaming service, ITV Hub, was struggling to stay relevant in a highly competitive market. It was seen as catering mainly to older audiences, while younger viewers were turning to other streaming platforms. Even employees were choosing to watch rival services.
Realizing the need for a change, the marketers at ITV decided to revamp ITV Hub completely. This included a significant reevaluation of the brand's overall structure. Through a segmentation project conducted with YouGov, they identified a target audience of 23 million people known as 'mainstreamers'. These individuals felt indifferent towards the ITV brand, presenting an opportunity for a fresh perspective.
After completing the research, the marketers conducted weekly workshops involving different departments to gain internal support for the £165 million revamp. They focused on preparing for the launch of ITVX, positioning the streaming service in line with its broadcasting arm and using a playful tone to match the brand's image.
Following the launch, viewer engagement saw a significant increase. Email click-through rates went up by 68% compared to 2022, push marketing open rates rose by 64%, and paid subscription starts saw a remarkable 129% growth. The ITVX launch also generated over 48,000 mentions on social media and reached an audience of 1.8 billion.
The launch spend was found to be 12% more effective in driving consumption compared to the benchmark. This led to a significant 100% increase in marketing contribution to total streaming hours before the launch. Thanks to the use of econometrics, marketers were able to increase paid media spend by 60%.
As a result of these improvements, all surveyed employees feel that marketing is now being taken more seriously and has a greater influence since the ITVX launch. These positive outcomes also contributed to ITV winning the 2023 Our Website Award for Brand Innovation.
Editor's P/S:
ITV's ambitious revamp of ITV Hub, rebranded as ITVX, is a testament to the power of strategic rebranding and audience segmentation. By identifying a target audience of "mainstreamers" and aligning the service with ITV's broadcasting arm, the marketers successfully revitalized the streaming platform. The significant increase in viewer engagement and social media mentions highlights the effectiveness of the campaign.
The case study also underscores the importance of internal support and collaboration. The weekly workshops involving different departments fostered alignment and ensured that the launch strategy resonated with the entire organization. The use of econometrics to optimize paid media spend further demonstrates the data-driven approach that contributed to the success of ITVX. Overall, ITV's rebranding efforts offer valuable insights for companies seeking to stay competitive in the ever-evolving digital landscape.
