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A leading US TV cable network (Rokt Calendar customer), understood that consumers now access content through a variety of platforms and are in more control of how and when they engage with their favorite programming. With Rokt’s technology, the network could strategically influence awareness and drive viewer engagement at key moments in time, at scale, across its linear and digital platforms.
Since the TV network’s programming aired simultaneously across linear and digital, as well as on demand, the network sought to streamline the experience for viewers while creating a new authoritative marketing tactic to stimulate recurring engagement. The network worked with Rokt to drive tune-in through programmatic calendar marketing.
Rokt recognized an opportunity to provide a TV Everywhere experience to the network’s subscribers through its Channel ID technology and deep-linking to streaming platforms.
Understanding that a majority of its viewers have historically been reliant on the network’s website and mobile app to stay informed about new television episodes and catch-ups, the network activated all of it’s franchises with Rokt’s dynamic calendar marketing technology, thus building a programmatic brand extension into the viewer’s personal digital calendar.
Points of calendar subscription were integrated across all touchpoints including the network’s website show pages, EPG, mobile app, as well as across organic and paid social media, email marketing and on-air/video.
At the point of subscription, users were able to set event and reminder preferences for new episodes, on demand, or both.
Rokt’s Channel ID technology seeded personalized channel details and streaming deeplinks in every calendar episode and tune-in notification, enabling subscribers to find content with ease.
Engagement Rate of subscribers interacted with the calendar
event at within 3 days of initial notification
Conversion Rate of users opted in on the TV network’s calendar