Background and Client Requests

As a representative general Programming channel provider in Korea, the client was in an urgent need to expand M/S of broadcast advertising sales to achieve Top 2 in the market. In addition, even the Index, which was managed internally, could not explain the effect of advertising traction, and faced an increasing uncertainty about the future direction of content creation. At this juncture, the client conducted this project to verify the validity of previously created hypothesis regarding Ad sales improvement, and to make the Ad profit-pull content portfolio strategy.

Key To Way’s Approaches

After closely grasping the client's request, Key To Way focused on the three following activities to successfully complete the project:

• Identifying advertiser ad product selection factors through quantitative surveys and In-depth Interview for advertisers/agency

• Based on the hypotheses verified through the above analysis, the current position of client is determined through the analysis of competitors' gap

• To overcome gaps, consider the limited available cost, establish the direction and detailed execution strategy for each genre(Drama, Entertainment, News) and improve the internal KPI.

• In order to further increase Ad sales, Key To Way proposed the increasing average subscription amount per mega/large advertiser and TMM/digital integration

Outcome

• Based on the advisory results from Key To Way, Client is continuing the discussion with internal stakeholders such as drama/entertainment/press department to secure a content portfolio to achieve Top 2.