Voxpopme

Exterion

Success story:

How Exterion used agile video to understand how commuters consume out-of-home advertising

Research Challenge

After winning TfL’s £1 billion advertising contract for the London Underground rail estate, out-of-Home advertising specialists, Exterion Media set out to heighten their understanding of commuters.

Quantitative studies had provided a high-level understanding of how people experienced this unique environment and indicated commuters may be better engaged with digital ads rather than static ads.

However, with a huge investment in new digital screens across 60 station platforms underway, Exterion wanted to further their investigation into consumer engagement with digital assets. Crucially, Exterion needed to add context to existing quantitative data to substantiate their findings and provide would-be advertisers with engaging commuter feedback that showed how commuters consume out-of-home advertising.

 

Solution

To achieve a richer understanding of London's commuters, Exterion utilized Voxpopme’s agile video solution to reveal the ‘why’ behind the numbers, exploring the motivations for engaging with digital ads in this influential audience.

With Voxpopme, Exterion was able to conduct a two agile, cost-effective qualitative studies. Over 200 self-recorded videos were shared by Londoners during and moments after their commutes. Each research stage collected videos across a period of 2 days, before Exterion’s team quickly extrapolated the results using Voxpopme’s video analytics technology.

 

Results

Using agile video research helped Exterion see their product from a customer's point of view, without being hampered by the typical constraints of traditional video feedback.

Importantly, video provided findings that would have been difficult to capture in quantitative work alone. By allowing commuters share their experience in their own words, Exterion's team was able to build a comprehensive understanding of commuter language. Hearing about the quality of the technology, the environment and vibrancy of displays highlighted just how impactful these new displays were.

Voxpopme's automated theme and sentiment analytics substantiated these findings, highlighting a 40% uplift in positivity generated from full-motion ads vs. static.

 

Business Impact

Quick-turn video research enabled Exterion to build robust evidence which proves how and why their video screens are effective at engaging audiences.

Not only did real commuter videos help contextualise and add to quantitative data, they also simplified key messages and assisted storytelling. As a result, Exterion enhanced emotional connections between their clients and commuters, driving engagement from new and existing advertisers looking to increase spend on advertising assets.

With such emphatic validation for full-motion, digital advertising, Exterion is able to attract investment into richer, more engaging video ads.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.

Voxpopme

Fremantle

Success story:

How Fremantle used Voxpopme to understand American Idol audiences and drive broadcast strategy

Research Challenge

American Idol producer, Fremantle Media, has long been generating well-constructed research from a variety of sources. Diversified studies had previously revealed that American Idol viewers are heavy social media users, but with another season of the show fast-approaching, Fremantle's insight team recognized the need to enhance their understanding of this crucial audience.

Finally, having previously had a hard time conveying research findings in a way that connected with creatives and executives, Fremantle wanted a way to find the stories that hadn't been told yet.

Solution

To build a deeper, more engaging, and more complete research story, Fremantle added Voxpopme's agile video solution into their research program. Their diversified approach now gathered feedback from tv ratings, survey data, video insights, focus groups, online communities, social media, and syndicated data.

In this mix, agile video technology was used to deliver hundreds of videos in a matter days across two core studies. Study one asked respondents how social media affected their experience of the show to help Fremantle's social team understand the drivers of social engagement.

The second study focused on relatability and the essence of American Idol, asking viewers to answer four video questions discussing the roots of the show, how it captivates American spirit, how viewers identify with contestants and what they look forward to in the new season.

Results

Using agile video added an essential layer of context to other data sources. Respondents revealed that they were able to get a better sense of who the contestants are as people on social media, making them more personable. They also highlighted that social media made the show a more immersive experience and provided a sense of exclusivity with 'not seen on tv' footage. This additional understanding empowers Fremantle's social team to engage fans early and often, keeping the show relevant even while it is off-air.

The relatability study revealed the importance of the contestant journey and how aspirational the show is because there are no barriers preventing participation. Video helped bring this to light and shape a person-centric American Idol advertisement showing off the contestant and judge's journeys in the process.

Using Voxpopme's automated video analytics, Fremantle's insight team was quickly able to find key themes occurring within all of their video feedback and socialize throughout the business.

Business Impact

Agile video insight provided executives across Fremantle with a better understanding of consumers' social interests and behavior, which led to new content creation and directly affected their broadcast strategy. By continuing to engage social media users year-round, the American Idol brand benefitted from far greater engagement even during the offseason. The increased engagement efforts resulted in increased engagement metrics on their social media year-on-year and a significant uplift in social followers.

Crucially, it also delivered an increase in contestant auditions - meaning better talent and better shows. As a result, Fremantle continues to use video feedback to gain a deeper understanding of their viewers and to shape critical strategic decisions.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.

Voxpopme

Sky

Success story:

How Sky uses Voxpopme to bring their customer closeness program to life and socialize insight that inspires

Research Challenge

Sky Limited is Europe's largest and leading media and telecommunications company. With more than 20 million subscribers, keeping customer feedback at the forefront of decision-making can be a challenge.

Sky's strategic insight team is devoted to ongoing customer listening to inform every part of the business, bringing the customer voice into critical decisions that impact their strategy. But with such a large audience to satisfy, it can be difficult to listen at scale and socialize insights that inspire colleagues.

With key leadership sessions on the horizon, Sky wanted to bring their customer closeness program to life and share a depth of insight that would be unavailable through quantitative data. But with the sessions fast-approaching, traditional qualitative research wasn't a realistic option.

Solution

Sky turned to Voxpopme's agile video feedback platform to obtain more in-depth, emotional feedback in a fast, and flexible manner. Given the growing internal demand for video feedback, the Customer Closeness team were able to secure senior buy-in for two video-first studies.

The first study embedded video open-ends into existing quantitative surveys in preparation for Sky's Strategic Insight Live Sessions. Replacing text open-ends with video questions provided Sky's customers with an opportunity to communicate with senior executives and express their expectations of core Sky products such as Sky Broadband and SkyQ.

The second study used Voxpopme's OnDemand community for same-day video research ahead of a Customer Closeness Session with Sky's Sales Leadership team. After screening the Voxpopme community for Sky customers, Sky asked how customers rate their upgrade service, how they could improve the overall experience and what creates customers' wow moments when in conversation with sales advisors.

Results

Voxpopme's flexible video capture solutions, automated analytics, and intuitive showreel tools ensured Sky's customer closeness team captured the true voice of the customer. Crucially, this was achieved at the speed needed to take compelling customer stories into Sky's upcoming strategy sessions.

Across both sessions, the additional context and depth from customer-recorded video feedback were used to inform critical decisions. Going beyond traditional quantitative scores and statistics enabled executives to hear the voices and see the faces of real customers - building real emotional connections. As a result, the Customer Closeness team was able to influence meaningful change for Sky and its customers.

Business Impact

The success and influence of video during Sky's leadership sessions has further heightened the appetite for video feedback. Sky is now integrating agile video into trackers, the product development process, and rolling out an always-on video program for Customer Service colleagues.

Customer-recorded video is also now the drumbeat for Sky's customer closeness intranet site. Sky employees can now access rich video feedback anytime to uncover what customers love or loather about Sky and their services. This always-on stream of customer feedback ensures that every decision Sky makes is powered by real customer stories.

Want to be the next innovative brand to tap into video feedback?  You'll be in good company.