Here is a subset of the targeted results we’ve accomplished and the stories behind them:
- Create brand extensions and assets
Solution: CNN wanted to expand its brand and programming in financial news. It was deciding between acquiring an existing network or building one. The acquisition was too expensive. We pitched the savings from technology and the company decided to build a TV network. It cost less than 66% the cost of a traditional network and launched with a companion website, CNNMoney.
- Create branded video content to test advertising on VOD (video on demand)
Solution: Comcast Media Ad Sales group needed to to create a branded VOD/online channel for testing advertising models. We created and programmed a branded self-improvement themed VOD channel and established content partnerships. This channel had high consumer engagement with an 83% completion rate in viewership. (Average video views on other channels were below 50%).
- Strategy to Increase Incremental Revenue on a new TV network and website
Solution: CNN financial news needed to build revenue beyond traditional cpm advertising. Viewership was small. Since this was a financial news channel, we suggested working with large management consulting firms to create new branded shows, one of which aired world-wide. Also, we built partnerships with fast-growth technology companies to sponsor programming and build much needed technology they could test.
- Startup needed to source distribution, video content and subscription offerings
Solution: Early stage media company created leadership development training videos for B to B sales. It needed to expand its offerings to meet demand and contemplated the “build or buy” concept for offering video trainings. After assessing the costs and risks, we suggested that the best strategy was to “partner” and quickly collaborated with independent producers to increase video product offerings 6-fold and distribution worldwide.