Case Study: NOW TV achieves 20% higher marketing efficiency with Visual IQ

Visual IQ Boosts Marketing and Advertising Efficiency, Drives More Subscribers for NOW TV

NOW TV, an online streaming service launched in 2012, needed a better way to measure the performance of its digital marketing across display, search, social, affiliates, and retargeting. Using a last-click model, the company suspected it was undervaluing upper-funnel channels and wanted a more accurate view of which tactics actually drove subscriptions. Visual IQ provided the marketing intelligence platform and multi-touch attribution (MTA) capabilities to help answer that challenge.

With Visual IQ, NOW TV gained a holistic view of inter- and intra-channel performance, eliminated duplicate conversions, and used frequency caps to reduce wasted impressions. The result was a 20% improvement in marketing efficiency within eight months, £136,000 in savings reinvested into media, and an additional 6,100 new subscribers. Visual IQ also helped NOW TV generate about £200K in monthly savings from MTA-informed frequency caps.

Now TV

Jenna Pain

Digital Marketing Controller