MTV trusts Nepa to prove TV advertising is key
The story
Launched in 1957, MTV was one of Europe’s first commercial TV companies. Over the decades it has expanded from news and current affairs programming to include streaming services, free TV channels, multi-channel current news, and paid TV channels. MTV is part of Telia Company, one of the Nordics largest TV and telecommunications companies.
Today Finland’s leading commercial TV broadcasting company strategically leverages a long-term partnership with marketing intelligence company Nepa to prove that TV advertising is a key brand-building tool for the Finnish market.
“At MTV, our aim is to enable sustainable business growth for our clients by offering effective advertising solutions. Through our collaboration with Nepa, we have empowered our clients to substantiate impact that TV campaigns can deliver results for their brands.”
— Nina Eriksson, Insight Manager
The plan
MTV and Nepa have a long history of collaboration. Nepa had previously worked on Brand Tracking and Consumer Panel projects with MTV in Finland, along with other campaigns for their sister company TV4 in Sweden.
Adverts are a core component of MTV’s business so it was suggested that the Campaign Evaluations they were running for their advertisers should be managed by Nepa too. The company understood MTV’s business model and competitive landscape and could use this background to supercharge their Campaign Evaluations.
The result
Nepa’s Campaign Evaluations are used by MTV as part of their partnership with their advertising clients. Ads are tested to quantify the impact of the campaign and creative implementation. However, this is not where the benefits end for MTV.
Over the years Campaign Evaluation data was collected for lots of different industries, of lots of different sizes, with lots of different consumers. Nepa realised that more could be done with these insights, and MTV’s Meta Analysis was created. This report takes the historic data and quantifiably proves the benefits of TV advertising, and how it can help with long-term brand building.
“The utilization of individual campaign measurements has contributed to the cultivation of enduring customer relationships with our advertising clients. Moreover, the implementation of the Meta Analysis has played a pivotal role in fostering a deeper comprehension and validation of the efficacy of TV and program sponsorship advertising.” said Nina Eriksson, Insight Manager.
The result
launched
employees
acquired by Telia
Our Approach
We convert data into
opportunities for growth
Many brands are seeing budget cuts. But focusing only on short-term goals means you can miss the contribution of long-term brand building to growth. To demonstrate the ROI of your marketing you need a team that is experienced in linking your brand KPIs to your company’s financial performance, over time. We help you make those connections, which are essential for making marketing decisions that drive growth.
As technologies, trends, and industries shift, so do your customers. You need to keep on the pulse of people’s perceptions and behaviours by understanding how your brand is used, its personality, and how your communications are working in order to make adjustments over time.
Assessing the strength of each individual media channel helps you to focus on the right investments. But most media measurement does not integrate and evaluate all the different channels now available. Our Media Mix Modelling assesses the ROI of all media investments including social, allowing brands to make decisions around budgets for every media, execution, campaign duration, and creative.
There are several ways to increase market share. Sell more to existing customers. Expand your customer base. Sell through new channels. However, in order to choose the right option, you need to understand your potential customer base.
Our Market Segmentation gives you clear, useful information on both current and potential customers. It splits people into different groups based on needs and values, offering insights on how to grow your brand in these different markets.
As media changes, so do people and their behaviour. To improve performance, you need to evaluate and evolve your campaigns constantly, so that you can make and measure adjustments over time. We help you find the right mix of channels, messaging, creative, and format to increase your impact and ROI.
OUR WIDER OFFER
Adapt to win
Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.
Marketing Mix Modelling
Adjust activity in near real-time with models that are continuously learning from your media activity, sales performance, and brand health.
Campaign Evaluation
Running campaigns is all about constant evaluation and evolution. Find the right mix of channels, messaging, creative, and format to get the most out of your communications.
Custom Modules
Use additional modules to manage pricing, brand personality, brand assets and category drivers and place customers at the heart of your marketing decisions.