ITV strikes gold, attracting 2 million new customers

Data driven marketing is behind the success of ITVX drive to get more customers, with 2 million new customers signing up for the streaming service.

How did ITV achieve such a stunning level of success?

First, they tapped into YouGov’s UK panel of 2.5 million members, which included in-depth profiling of 320,000 individuals. 

They then used tech from software firm InfoSum, to match 160,000 YouGov members with users of its previous ITV hub service. They then extrapolated this data by modelling to the remainder of ITV’s 33 million registered users, segmenting the entire first-party dataset.

By doing this, marketers were able to identify a target market of 23 million people (known as the mainstreamers) who only watched ITV for its flagship content.

With these statistics in hand, ITV integrated them into their customer data platform Flex. Flex helped ITV accelerate the time taken to activate first-party audiences from three months to three minutes. This market insight helped ITV become 69% better at predicting which users would upgrade to their premium subscription.

Detailed audience attributes in hand, ITV were able to target show-specific messaging, causing conversion-to-viewing rates to more than double for its ITVX push notification campaign. Furthermore, the ITVX email campaign nearly doubled its conversion rate from 6.5% to 12.5%.

As a result of these efforts, prompted awareness of ITVX rose from 36% to 92% among the mainstreamers, while streaming hours for this group rose by 94% year on year.