Product development – growing reach and revenue online for ITV Win
ITV gained clarity on the growth strategy for their online competitions site, ITV Win, by identifying target audiences for the current offering and understanding how best to encourage play amongst these audiences.
Target audiences were defined by their interest in the competitions site and their relationship with entering online competitions. Max diff scaling was used to identify which marketing messages encourage play among audiences, with TURF (total unduplicated reach and frequency) analysis layered on to reveal how to combine messages for the greatest reach. Key drivers analysis identified the elements of the proposition associated with likelihood to play, these were analysed against perceptions of the product to inform the development of the product.
The client felt the project delivered valuable direction in a clear format, ‘great presentation and all the findings are really clear and actionable, really appreciated.’