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

ITV Online Steve Forde Director of Online Product & Marketing

ITV Online Steve Forde Director of Online Product & Marketing

TOP TENBiggest Marketing

Moments 2016

TOP TENBiggest Marketing

Moments 2016

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

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 ViewsCold Feet

Big Shows of 2016

MarcellaLove

Island

Family Guy

TOWIE

VictoriaEuros 2016

The Durrells

1 Know your audience

2 Building with your users

3 Create minimum viable solutions and iterate

4 Find the pain points

Know your audience1

It’s a much nosier world

Loads of great programmes

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

2016Live

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

Deci

sion

to v

iew

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

Building with your users2

Old ITV Player

New ITV Hub

Create minimum viable solutions and iterate3

iOS: Previous UX

iOS: New UX

Downloads

Find the pain points4

Ad Trials

The ITV Hub+

ITV’s YouTube Channels

What’s next?

Registration

Recommendation and personalisation

The ITV Village

Objectives & Key Results

OKRs

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