DStv has unveiled a new offering to its advertisers, STATS 2 GO. Michael Bratt attended the launch to find out more about the product and how it can help advertisers understand their target audience better.
STATS 2 GO has been in development for the past 18 months and its aim is to offer advertisers comprehensive information about the viewers who watch DStv. The television subscription group describes the new product as, “Your key to unlocking customer insight through powerful data in a concise and accessible way”.
Originally the offering was conceived as an excel spreadsheet which would have been sent out to the advertisers, but with the huge amount of information available the idea morphed into an online portal. The information is broken down channel by channel and covers all of DStv’s channels.
“The strategic match between advertiser and the correct channel was often times missing in the market,” said Brenda Wortley, director of research and strategy at DStv Media Sales, at the launch. “You don’t have to be a media expert to understand it, definitions and explanations are included.”
While DStv has not monetised the platform, Wortley explained that in the long run it will lead to more advertisers advertising with the group. “The better the understanding of our channels advertisers have, the more we can potentially sell. It’s about content discovery for our advertisers and matching advertisers with the correct target market.”
DStv provides the advertiser with a username and password which allows them to log on to the platform on the DStv Media Sales website from any device. Once in, they will have access to a vast fortune of channel information including an overview and highlights, socio-demographic profile, key viewing measures, social media usage, most watched programmes, viewing preferences and headspace attitudes.
The numbers and predicted trends are based on DStv-i data which is updated monthly. Futurefact, which was involved in the product development, also provides some of the data which is updated annually.
As well as futurefact, TNS was involved in the architecture and development of the product. New offerings, which are currently being developed, and which will be available in the near future, include an archiving data function and providing context as to where DStv and its channels fit into the broader TV landscape.
