Atresmedia Case Study
Written on behalf of Conviva®Atresmedia was in a bind.
The European broadcast and streaming service was all set to launch its latest campaign, sponsored by a popular beer brand. The sponsorship would run along Atresplayer, the company’s own streaming service, with additional touchpoints across their social media accounts. They’d even attracted some well-known faces to take part in the branding deal, with several famous chefs making appearances in social media posts, which in turn would drive viewers to Atresplayer to watch full episodes.
The entire operation would avail Atresmedia to a huge amount of data, which they needed in order to show their sponsor how much value their campaign had generated. But collecting and understanding this data presented a major challenge.
The truth is, this kind of campaign—which runs across multiple platforms from social to streaming—leads to a cacophony of measurements. The campaign would yield a flood of datapoints, pouring in from various sources and in various formats. Translating that sea of insight into a singular, intelligible report would be no small task.
So how was Atresmedia able to combine all of these different measurements into a cohesive report that explained in plain terms just how well the campaign performed? Conviva was there to help.
Singular dataset
Conviva’s technology broke down the various datapoints—from social media to streaming consumption—into an easy-to-read report on the campaign’s overall performance. Conviva was involved at every stage of the campaign, gleaning social performance data across various platforms, streaming consumption data from video-on-demand content, and streaming quality insights that measured viewer experience.
By the end of the campaign, Conviva had aggregated all of these metrics into a singular, cohesive dataset, which Atresmedia could use to report critical insights to its sponsor—insights such as:
Which social content performed the best?
Which content drove viewers to the platform?
What paths did viewers take to get to the branded content? What content did they consume after that?
What was the quality of their in-platform experience?
What devices were used, in which regions did viewers reside, and at what time of day did they consume content?
Best of all, collecting and combining all of these insights required almost no effort on Atrestmedia’s behalf. Conviva’s automated tagging and branded content insights were automatically streamlined for them. What’s more, Conviva also aggregated social posts automatically, and created easy-to-share reports that could be exported directly to the sponsor.
Ultimately, Conviva enabled Atresmedia to synthesize a mountain of data into quick-bite data points, which they could then use to prove the success of their campaign. With just a few easy clicks, Atresmedia could demonstrate that 80% of first-episode viewers watched a second episode on Atresplayer, and that 50% of total watched minutes came from social media. These kinds of pithy, demonstrable insights helped confirm Atresmedia’s prowess, and encouraged the sponsor to continue their partnership.
So easy
In the end, the campaign was a success because Atresmedia was able to take full control of its data, gaining a comprehensive picture of the campaign’s performance. Conviva empowered them to identify the most successful strategies, the most engaging segments, and even narrow-in on potential new opportunities with future partners.
None of this would have been possible without Conviva’s single datasource that combined disparate touchpoints from across social, VOD, and live-streaming. Thanks to Conviva’s streamlined tech, the otherwise complex, time-consuming process of aggregating data became a piece of cake.