Case Study: STV boosts viewer engagement and ad revenue with Adobe Analytics (Adobe Experience Cloud)

STV increases revenue and attracts viewers with compelling customer experiences driven by Adobe Analytics for Video

STV, Scotland’s only commercial TV network reaching 3.5 million viewers monthly, needed to compete in an increasingly crowded market by improving viewer experience, increasing time spent on STV Player, and becoming more data‑driven. With its legacy analytics being phased out, STV sought clearer visibility into who watches what across web, mobile and connected TV to inform programming, promotions and personalization.

Working with Adobe Customer Solutions, STV implemented Adobe Experience Cloud and Adobe Analytics for Video (heartbeat tracking) across 13 platforms, enabling cross‑device tracking, targeted promotions and real‑time performance monitoring. The results: push notifications converted 26% of targeted viewers versus 3% previously, binge completion for some shows rose to 40% from 10–15%, performance issues that once took months surface overnight, and STV has increased viewer engagement and ad revenue through smarter personalization.

STV

Gary Miller

Digital Analyst