Audience Immersions Drive Innovation, Creative and Brand
MISSION: Viacom needed a richer understanding of how viewers across all of their networks were choosing to watch TV (time-shifted, online, mobile) to assess potential impact on content selection and platforms they were offered on.
APPROACH: Miner & Co. Studio conducted ethnographies with viewers across the suite of Viacom networks, followed by a full-day offsite with Viacom’s executive tier, featuring video from the ethnographies, moderated panel discussions, and Q&A sessions in which the executives were able to talk directly to their viewers.
OUTCOME: Audience Immersion was embraced enthusiastically by the executives. Viacom subsequently commissioned immersions that played a role in numerous initiatives across content, platform decisions and network brand refreshes.