Intelligent Self-Promotions: Konodrac's system to optimize editorial ROI on television

Konodrac has presented to society a new solution that seeks to transform traditional television self-promotion into an intelligent and strategic audience activation system, based on real census data and aimed at hybrid and “addressable” television contexts.

In recent years, traditional broadcasters that broadcast on linear television have faced a greater fragmentation of your audience, which has many different consumption options and also offers, in addition to the contents of the linear broadcast, new interactive services and new forms of distribution that should make its audience known and allow direct access from the linear broadcast itself. Faced with these new needs, Konodrac presents a new solution: smart self promotions.

Las Smart Self Promotions They allow the marketing, self-promotion and continuity teams of TV channels to move from a massive and generic impact model to automated, segmented self-promotion aimed at measurable results based on real census data. In this way, the platform allows optimizing the promotional planning, reduce unnecessary impacts, activate specific audiences (viewers, no viewers y lost) y measure editorial ROI by target and territory. Furthermore, it incorporates features of call-to-action direct from the TV, including portal access, app download and QR cross-platform, turning self-promotion into a tool for digital activation and growth of OTT consumption.

A segmentation based on real and measurable behavior

Until now, self-promotion on television has been managed in a mostly manual, with aggregated metrics and no real target optimization capacity. Konodrac's Smart Self-Promotions allow for automated planning based on actual audience behavior (dynamic segmentation, such as low viewers), saturation control by home and/or device; territorial segmentation, call-to-action direct from linear TV, and analytics funnel complete with ROI per target. The result, the company emphasizes, are “less unnecessary impacts” y higher editorial conversion.

The new Konodrac product is presented to the viewer as a “welcome” when you access the channel. In addition to promoting specific content (with day and time of broadcast), or cross content-channel, its main innovation is the incorporation of Call-to-Action interactiva, allowing direct access to the content portal, downloading the channel's app from the market, activation of cross-platform viewing through dynamic QR, activation of other HbbTV interactivity options (such as watching from the beginning), viewing the program's synopsis and/or trailer, viewing the program on VOD, adding the program to a list of favorites, activating alerts to receive notifications of upcoming broadcasts, access to its own player or service information (weather forecast), among other functions.

By integrating with the platform Konodrac Advanced Census Measurement, broadcasters can justify editorial decisions and optimize campaigns in real time, aligning content strategy with measurable results: real impacts by segment, interactions, conversion to viewing, D+1 and D+7 return, exposed vs non-exposed comparison, editorial ROI by target and territory.

According to Jordi Gilabert, CEO of Konodrac, "channels are already investing inventory in self-promotion. The difference is that now they can convert that inventory into an automated system of acquisition, recovery and measurable activation. This turns self-promotion into a real tool for OTT acquisition and installed base growth, integrating linear and digital into a single strategy. And it represents a significant saving in operating and production costs.”