Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with GfK and linked to Mediasoft planning and evaluation tools, this initiative aims to allow clients to select Rai programmes and ad breaks that align closely with their brand ethos and communication goals.
Rai’s content has consistently demonstrated its ability to positively impact brand KPIs, foster audience loyalty, capture attention, and enhance memorability and brand recall. With a clear goal to build a value-planning tool that aligns with the communication strategies of their clients, Rai Pubblicità curated a set of 17 values. These values, derived from extensive statistical analysis of over 150 variables, encompass a range of contemporary life-style values, indicated as adjectives from Innovative and Dynamic to Influential, Aesthetic, and Sustainable, among others.
Further enhancing this initiative was a comprehensive study to assess the coherence between these values and Rai’s editorial and commercial offerings. This involved a detailed examination of all Rai touchpoints, including TV and radio channels, RaiPlay, RaiPlay Sound, Rai@YouTube and VEVO, cinema, and events. Additionally, values were aligned with the UN 2030 Sustainable Development Goals through a correspondence study, allowing brands to align their communication actions with broader societal objectives.
Leveraging the seamless integration of the value asset within the GfK-TSSP database and its linkage to Rai’s DMP, Rai’s approach offers a comprehensive solution for total video planning and post-evaluation tools.The advanced and integrated profiling system ensures precise targeting of audience segments. For planning, values form the cornerstone of Rai Pubblicità’s cross-platform and evolved planning approach, fostering digital convergence. Emphasising granular media fruition enhances touchpoint effectiveness.
Rai Pubblicità prioritize synergy and complementarity across media and platforms for maximum impact and their cross-media and Total Video data-driven planning is facilitated by integrated systems and our DMP.
From targeting to planning, all values are readily available within the GfK-TSSP single-source database. They are seamlessly integrated into the sale house’s analysis, planning, and pre-post evaluation tools, and interconnected with their DMP.
Case Study Example: Hair & Beauty Care
Hair serves as a powerful means of self-expression, often surpassing clothing or makeup in conveying one’s identity. For brands in the hair and beauty care realm, aligning with the value of ‘inclusive’, embodying equal opportunities, integration, and respect for uniqueness, resonates deeply with their purpose and vision.
The target group for the ‘inclusive’ value comprises 20% of Italians, totalling 10.4 million individuals within this demographic, while touchpoints encompass a range of inventory across video, audio, cinema, concerts, and other on-site experiences.
A recent TV campaign by a hair and beauty care brand, planned with Rai Pubblicità’s value for “inclusive” as the reference target, yielded impressive results: Affinity: +23 points, GRPs: +13%, reach: +2 points, CPG: -9%. All achieved with identical spending and prime-time video allocation.
Rai’s Value Planning initiative underscores the symbiotic relationship between TV content values and the evolving values of audiences, effectively meeting the marketing and communication objectives of brands. To learn more, catch up on Rai’s presentation at MIM in Madrid.
Source: egtaknowledgehub.com
OTHER CASE STUDIES
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
HAVE YOU BEEN PAYING ATTENTION? PARAMOUNT ANZ & THE MARKETING SCIENTIST GROUP ON THE ROLE OF ATTENTION IN TV SPONSORSHIPS
19. 1. 2024If you have been paying attention, you will remember the research study on the effectiveness of TV program sponsorships conducted by the Marketing Scientist Group in collaboration with Paramount ANZ (Australia & New Zealand). The study explores the impact of attention on brand assets within TV sponsorships. The study encompassed a comprehensive experiment involving 2200… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL
12. 12. 2023In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
RMB’S SLICE: WHERE INNOVATION AND EXPLORATION FUEL THE NEXT-LEVEL BRANDED CONTENT
20. 11. 2023RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
ADMEIRA AIRS SWITZERLAND’S FIRST ACCESSIBLE TV SPOT – GILLETTE AD WITH AUDIO DESCRIPTION
26. 10. 2023Procter & Gamble broadcast a TV commercial with audio description in Switzerland for the very first time. The Gillette commercial is just the beginning of accessible TV advertising in Switzerland. The audio description function, which has been used in feature films at SRG SSR for several years, is now making its way into TV advertising… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
EGTABITE 433: THE REALITY OF DEVELOPING AND OPERATING A SUCCESSFUL VOD PLATFORM IN A SMALL MARKET
23. 6. 2023In the highly competitive world of video-on-demand (VOD) platforms, even broadcasters in smaller markets can achieve success. In this week’s egtabite, we look at how Switzerland’s CH Media went about developing their streaming platform oneplus, with Lovely Systems, an Austrian-based development firm playing a pivotal role as their central service provider. By prioritizing the customer… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
EGTABITE 431: IGNITING A BRAND WITH ADSMART
9. 6. 2023In this week’s egtabite we put the spotlight on an intriguing and successful ad campaign carried out for brand Homefire, a smokeless coal, fire log and firewood manufacturer and supplier that has been around for 30 years in the U.K. but had never advertised on TV before. From a consumer point of view, it existed… Continue reading BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
