Advertising Week is a global network of annual events focused on creating a conversation about current trends in advertising, marketing, and tech. For the 14th annual Advertising Week New York, organizers wanted to amplify the live streams of 37 select events. The ultimate goal was to reach an audience of 500,000 creative business and tech professionals.
Over the course of five days, Advertising Week New York worked with AmpLive to live stream all 37 events, including talks from representatives of Twitter, Google, Bing, Quantcast, Waze, and other major players in the tech space. The final qualified audience size was over 1 million viewers — more than double the initial goal, and 10 times larger than the previous year. With an above-average engagement rate of 5.5%, over 60k viewers engaged with the event’s live stream.
After viewing the results of their live stream, Advertising Week has decided to make AmpLive an official distribution partner for their 2018 events across the globe.
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Stream.live wanted to drive a larger audience for their stream of a top-tier game between Major League Soccer favorites, the Seattle Sounders and the Atlanta United. Will Jamieson, CEO of Stream.live, knew both teams have a strong fan base. But his goal was to expand viewership for the MLS livestream beyond the home markets and get the content in front of soccer fans who may not have been aware of the match-up
When it came to campaign goals, the Stream.live simply wanted to drive the largest audience possible. Not only was Jamieson impressed with the size of the audience, he was especially pleased with the attention viewers spent on the broadcast. “We wanted the biggest viewership numbers possible,” Jamieson said. We knew that Atlanta and Seattle would all drive in a large crowd because of their organic fan bases.”
During the match, Stream.live recored more than 27,000 viewers on the game. 10,500 of which were from Atlanta United fans, 8,800 from AmpLive distribution and 7,700 from Seattle Sounders fans.
“Our view time from AmpLive distribution over 2 minutes, which is ridiculous for paid traffic, and 4 minutes for the organic traffic,” Jamieson said. “We’ll be using this performance to go out looking for higher sponsorship rates.”
The challenge of this campaign was building viewership outside of the dedicated fanbases. As it was the beginning of the season, public awareness wasn’t as high as it will be later on. Of the viewers delivered, 96% were net net. This proves, beyond doubt, that there is a market for people to discover live sports content delivered online.
In terms of performance, it was the most-viewed broadcast of a single sporting event in stream.live’s short history. Jamieson broke down just how big of an increase he saw during the game, “We saw awesome performance all around. This was, by far, the biggest broadcast of a single game ever (on Stream.live)…Typically for a soccer game in the regular season you see 2,000 live viewers, not 10,000. That’s a ridiculous increase.”
Relationships First is a non-profit organization centered around the betterment of society through improving personal relationships. Their flagship event, “Safe Conversations 360,” is a “full-day workshop for adults, kids and teens, that teaches relational competency in a whole new way.”
In 2016, Relationships First drove a total of 15,000 viewers, but had no information about their audience to retarget from. Their goal was to maintain the original audience number of 15,000, but to also make sure that all 15,000 were engaged viewers. In addition, Relationship First wanted to ensure the gathering of all pertinent information about the audience.
The organization is based in Dallas, TX, and so Relationships First wanted half of their budget spent in the Dallas, TX metro area. In addition to the geo-targeting, the campaign targeted married women over the age of 28. Delivering a campaign in full with client preferences such as these can sometimes prove challenging. In the end, all parties were extremely pleased with the campaign’s final results.
“Safe Conversations 360” aired on Feb. 11, 2017, and with major success. Relationships First was able to drive 131,154 viewers on day 1, far exceeding their hopes of 15,000 live engaged viewers. Of 131,154 viewers, 49,471 were fully engaged. From those engaged viewers Relationships First was able to drive 334 clicks to their landing page, garnering a very high engagement rate of 37.72%.
HP and Walmart, an innovator in computer hardware and components and the largest consumer products distributor in the world respectively, were looking for new ways to engage and sell to viewers via the web. Trying to break the traditional QVC and home shopping network models; they looked for the audience participate, ask questions, and be able to pre-order and purchase the items up for sale. Additionally, they wanted traditional TV-sized audience to tune-in. Working with AmpLive, they were able to distribute and create viewership during the 30 minute live show increments.
Based upon HP and Walmart’s specific audience goals AmpLive created and executed a distribution strategy. That strategy culminated in huge success, driving hundred’s of thousands in viewers. As a result, were able to identify via the suite of real-time analytics and scoring algorithm, which viewers were likely to purchase during the show. HP + Walmart’s expectations were well exceeded not just from the massive increase in audience, but also through the 100% sold out position of the new HP Laptop.
HP + Walmart saw a 20X increase in average view-time over their existing Youtube viewership. This result directly affected by AmpLive’s efforts to reach not just a large audience, but the right audience. Most importantly, they saw an increase in sponsorship and merchandise revenue that they attribute to increased brand recognition. This, they feel, was derived from providing relevant live content to the appropriate audience at the appropriate time, and engaging them with Q&A and social participation.
355,000 Video Views
52% Audience Engagement
20X Average View Time
Teradek is the leading manufacturer in wireless devices for remote video capture, camera control, real-time monitoring, color correction, and webcasting. For complex IP video systems, Teradek’s cloud-based workflow management platform allows users to remotely operate a fleet of Teradek encoders in real-time Over 100,000 people landed in the desert to check out all the new broadcast tech, take in keynotes, and see what was new in the industry.
Teradek knew that in order to achieve maximum ROI from the show, they needed a streaming solution to help drive not only event attendees to their broadcasting booth, but to also drive engagement online. At NAB 2016, Teradek hosted a daily webcast highlighting technologies from the show that complemented their own devices. With the larger goal of building an audience of digital attendees to extract new leads into the sales funnel, Teradek’s show leveraged the exposure of competitors into clear ROI for their own brand.
AmpLive’s distribution strategy was simple: Target executive producers, production executives, and video hardware buyers. Though our goal was reaching digital viewers, the show’s (National Associations of Broadcasters) demographics certainly helped eclipse Teradek’s campaign goals. AmpLive was able to gather deep level viewer data and then make that data actionable by segmenting viewer attention by time. We focused on the 5-30 second group that quickly dropped the live broadcast once discovered. This segment was chosen because we wanted to understand who was interested in broadcast media but didn’t necessarily have time to tune-in. We retargeted with a strong call to action of “Look what you missed at NAB: and saw a 7X higher conversion rate over the other segments collected. All statistics were far above industry standards, and Teradek couldn’t have been happier with the results.
3+ Minutes View Time
New York Fashion Week (presented by Lexus) is one of the most prestigious fashion shows in the world. During their first year as presenting sponsor, Lexus wanted to make sure to get exposure and engagement from a large audience, especially millennials. Walton Issacson (In partnership with Lexus) wanted to ensure a large digital audience in order to justify their investment.
In 2016, the winter leg of New York Fashion Week faced a problem that very few do not run into: How to maximize exposure and ROI with such a short broadcast.
Albert Thompson, Digital Strategist at Walton Issacson, reached out to AmpLive. His goal was to craft an actionable distribution strategy for the short, 14 minute broadcast of NYFW Brand Opening Ceremony. While the content is clearly high-value and sought after, distributing the broadcast to a large number of people in a short period of time would prove to be challenging.
The campaign was a resounding success for all parties involved. Thompson, expecting a few thousand viewers, was ecstatic upon finding out that the viewer count was actually 341,644 with an average view time of 4 minutes and 43 seconds.
“I’ve been a fan of live streaming so much, I can’t believe all businesses aren’t building their entire strategies around it. Platforms like Periscope will get you 300 views versus 300,000 on AmpLive. “
-Albert Thompson, Digital Strategist, Walton Issacson
While the view count was impressive, we don’t want to forget about engagement. What is a viewers’ worth if they don’t engage with your content? Thompson also revered the CTR, which was nearly quadruple the industry standard at .15% (821 total clicks).
Facebook Live and Pericope are amazing tools to share live stories. But many marketers are still sitting on the fence waiting for a clear path to building an audience through livestreaming. Sure, you can connect to your brands’ followers, but how do you actually turn them into marketable leads and pipeline opportunities? And how do get your live stream in front of new followers?
“The old way of thinking was wait until they go to my website and convert them there, but the younger generation isn’t going to a specific website for branded content,” said Brian Fanzo, live streaming evangelist, thought leader and podcaster. “Now, we have to bring content to them.”
Fanzo, who has 16,000 Periscope followers and 2,000 on Facebook, is adamant that brands and creators shouldn’t worry about picking the right live streaming platform. That’s the wrong question. Instead, Fanzo encourages marketers to focus on their audience and stream their live content onto as many platforms as possible at the same time through platforms like Wirecast. Fanzo discusses his tech stack in the first episode of FOMO Fanz, his new weekly live show for fans. Here’s the blog post about his initial results.
Objective & Challenge
Fanzo’s goal for the new shows was to attract a new audience who are not already his followers. Fanzo needed to expand his reach beyond the walled gardens of Facebook and Twitter to attract a new audience interested in what he has to say but who are also unaware that he’s out there.
“It’s not about being everywhere, it’s about focusing on where your customers are today & listening for where your community will be tomorrow,” he said.
Facebook Live and Periscope only show your live streams to people who already follow you, making it effective for engaging people who already know you but limiting its potential to grow new audiences. While both platforms allow creators to promote recorded or static content, neither allow paid promotion of live streams. Fanzo brought both of these challenges to the AmpLive team in anticipation of the launch of 2 new live shows.
Fanzo is adamant that live streaming isn’t about bringing audiences to you, but reaching out to them where they already spend time online. Fanzo launched his new show show simultaneously on Facebook Live, Periscope, and Stream.live embedded on his own site, iSocialFanz. To attract net new audiences, Fanzo also distributed the show through AmpLive across the wider internet.
Fanzo’s first broadcast beat all his expectations, attracting more than 15,000 viewers. Facebook Live brought in 1,900 viewers, Periscope tallied 3,000 viewers, and the AmpLive network delivered another 10,800 viewers. Put another way, AmpLive drove 5x more viewers than Facebook and 3x more viewers than Periscope, and double the combined number of his audience of followers. For Fanzo, these results show the power of distributing content outside the walls of Facebook and Periscope.
“I like going toward where audience is rather than make people come to me,” he said. “Before I was only relying on the community I had already built, but now I’m building a larger audience where my audience is and they might be.”
Here’s how Fanzo’s broadcast looked on the 3 platforms he streamed into: Stream.live, Facebook and Periscope. Note, at the moment in time when these images were captured, there were 1,011 viewers watching via Stream.live, while Facebook had 42 viewers and Periscope had 75. Fanzo insists that live streamers should maximize their audience by distributing the content to as many audiences as possible.
Most companies and organizations already have a following on Facebook Live, Periscope and other streaming platforms. By all means, invite them to your next live broadcast. But growing an audience beyond people you already know is a top priority for 2017. In order for live streaming to gain further adoption by marketers, there must be a clear path to lead generation. Combining live streaming with distribution and retargeting are the keys to making that happen.
“Building an audience and using retargeting, I think those are the things traditional marketers are used to hearing, I just don’t think they understand the full power of it when applied to live streaming,” he said.
Leading up to the 2015 holiday season, Home Depot was looking to diversify their audience. The nation’s biggest Big Box retailer decided on a partnership with Martha Stewart as she was striving to drive a substantial increase in holiday sales. The partnership resulted in a marriage of the two brands, with Martha Stewart presenting a new line (Martha Stewart Living Collection) of products under the Home Depot banner using live video.
Shortly before Christmas, in an effort to appeal to the affluent DIYer audience, Home Depot sponsored a live video workshop online hosted by Martha Stewart. By utilizing her brand power, Home Depot was able to provide themselves a brand lift of their own. While breaking live video records for audience views, and driving above industry standard engagement and CTR, Home Depot and Martha Stewart used live video to capture and drive retail sales for the holidays.
Results by the numbers
The campaign drove a click-through-rate over 3x industry standard and far exceeded Home Depot’s expectations. The live stream recorded more than 1.5 million video views with 233,867 people engaging directly with the video. That engagement rate of 15% is a strong performance for a brand’s video content.
Each viewer spent an average of 5 minutes watching the content, and 1,507 clicked through on the video stream to see more information.
Approaching their largest event of the year, NAB Show LIVE faced a challenge similar to that of many other creators and broadcasters producing a live streaming event: great content but slow growth in people tuning into the live event. As in previous years, NAB Show LIVE partnered with premium distributor Brightcove to deliver their live event from the convention center floors. Organizers also brought in AmpLive to help grow the audience by driving awareness of the live broadcast and syndicating the event to thousands of targeted distribution points.
Organizers had the physical event nailed for the NAB show, but they struggled to maximize the reach of the digital experience. Sharing recorded video after an event is one thing, but NAB knew that live streaming can drive massive real-time engagement. NAB is already the largest broadcast media event in the world (103,000 attendees in 2016). But organizers needed a way to reach the millions of people who couldn’t attend in person. They just weren’t sure how to extend the magic of the conference into the digital realm. Organizers also worried about sacrificing the quality of the live broadcast while delivering the event worldwide.
AmpLive built a syndication channel to bring NAB’s highly engaging content directly to the viewer in their favorite place. Using AmpLive’s first party data combined with data segments from BlueKai, AmpLive delivered highly targeted viewers over the four-day event. Each viewer was then segmented by interest, time spent, and action taken to deliver unprecedented performance for NAB Show LIVE.
NAB Show LIVE attracted 1.16 million live views, more than 10x the viewership during the prior year. Average view time also beat industry standards at more than 5 minutes.
“The team at AmpLive have been instrumental in our 2016 NAB Show LIVE broadcast. The ability to tap into specific types of viewers globally certainly helped the success of our show!”
— Ryan Salazar, Executive Producer, NAB Show LIVE