GroupM is the world’s largest media investment company, which means they serve as the leading liaison between advertisers and publishers. According to their global CEO, they are constantly striving to ensure that both the buy-side and sell-side of their business are getting the most impact for their investments.
As the evolution of the media landscape accelerates, so too does GroupM’s innovation around digital and social strategies. They look to Tubular for the insights and analytics that let them demonstrate to their clients why social video is an essential tool in their media planning toolbox.
Key Takeaways
Challenge
GroupM Indonesia needed support in proving the growth and relevance of social video to their clients, to win and retain business.
Action
GroupM leverages data from Tubular Intelligence to provide benchmarks for social video, and to identify areas where their performance outshines the competition. They include the most relevant insights in their client presentations, including weekly views, engagements, and insights on video categories and trends.
Growth
Tubular data plays a considerable role in GroupM’s ability to prove reach and demonstrate the growth of creators and genres so they can win new business and retain current clients. These valuable insights help the agency advise its brand partners to shape their content strategy in ways that best connect with their audiences.
In order to win and retain business in the age of social video, GroupM Indonesia needed to first prove the relevance and impressive growth of social video to their clients. Not only did they need to benchmark social video on success, but they also needed to project future growth through AI learning models.
Once the relevance of social video is locked in, the next step is exhibiting GroupM’s expertise and knowledge within categories like gaming, beauty, electronics, and beyond. This global media investment company has an incredible understanding of the macro-media landscape, but they needed a way to prove that they were just as strategic within sub-genres and emerging content spaces.
Insights to Actions
GroupM uses Tubular Intelligence to obtain the most trustworthy cross-platform insights available today. They regularly use Tubular’s data to benchmark views and engagements. These capabilities let the media investment group track patterns in categories and content so they can easily spot a trend before it goes viral.
For example, GroupM used data to surface topic areas that are popular with beauty creators on YouTube. This helped them identify unsaturated content that was steadily performing well. It also helped them find creators who were already thriving and connecting with the unique audiences brands wanted to target. The agency was able to identify subtopics that resonated the most with creators.
Impact
Tubular data paired with GroupM’s creative advertising expertise makes the agency unstoppable and exponentially increases the success of their client’s investments. They are able to prove social video reach and demonstrate the growth within specific genres and creators. For existing clients, this means they can better determine their campaign ROI and increase loyalty to the group. For prospective clients, GroupM can offer more thorough pitch decks that project with greater accuracy the benefit of potential partnerships.
These valuable insights help GroupM advise their brand partners, refine their content strategies, and create campaigns that connect with their target audiences.