UNT - live tv native
2020 Finalist

UNT - live tv native

NTM

Uppsala, Sweden

Category Best Execution of Native Advertising

Overview of this campaign

Our advertising customer Almi (a government owned organisation working with business development and investing in new companies) was about to arrange an event in the middle of the city Uppsala. At the town square they were going to set up a temporary glass cube and invite a whole bunch of interesting and smart people, starting conversations on business development, entrepreneurship and investments.

 They reached out to Upsala Nya Tidnings newsroom with a request if we wanted to record the talks and broadcast it as a pod. We came to the conclusion that it would be better if the event was covered in a commercial way. In close cooperation between the newsroom and the sales department we came up with the idea of launching a new product: live tv native, and convince the customer to give it a try.

 Looking all over around the world we had not seen the combination of live tv in this extensive way and the native format. And it felt like a product with large opportunitys to be successful.

 Our objectives for the campaign was to bring greater attention to the event and enable the customer to reach out to a larger audience than just the ones passing by the glass cube.

Setting goals for a brand new product is difficult, but together with the customer we agreed that we should aim for this campaign to deliver a better CTR than ordinary native campaigns. But it was hard to know how high we should aim since it was a totally new product. Test and learn.

 


Results for this campaign

Since we are a regional media company in a relatively small country the numbers might not sound amazing for an international jury. But compared to what we normally achieve, this was far better in many ways.  

  • The broadcast had overall 2 342 views. (at the same level as normal editorial videos for us)
  • The average time for watching the broadcast was 10 minutes.  (MUCH higher than normal editorial live broadcasts for us)
  • The most overwhelming result was when we looked at the CTR-numbers. The campaign delivered 3,8 times higher CTR than the normal native campaigns. The CTR was at 1,75 for this campaign.

The live broadcast actually also qualified to the toplist of the newsrooms 20 most clicked articles those days. Not bad for an advertise… =)

To conclude: we think the results was clearly pleasing. The customer Almi was very satisfied with the outcome and the ”talk of the town” the broadcast led to in the business community in Uppsala. (Please watch the attached video for further testimonial from the customer.)

For us it resulted in a lot of tv-material that we now run as native content for the customer. On the whole the campaign has given us a very strong relation with Almi and even more investments from them in native advertising for 2020. But primarily this project has been a proof that collaboration is key within the company, and it has been an excellent opportunity to try a new business model that opens doors to new native businesses. Now we are in the zone of finding the next event to broadcast, of course as a live tv native! 


Contact

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