Premio Digital Marketing and Audience Snapshot. Key Takeaways. Drove good incremental audience to Premio coverage compared to 2012, but with lower overall engagement Heavily promoted areas – Premio videos, red carpet voting and mobile apps – generated wins. AUDIENCE.
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Premio Digital Marketing and Audience Snapshot Key Takeaways • Drove good incremental audience to Premio coverage compared to 2012, but with lower overall engagement • Heavily promoted areas – Premio videos, red carpet voting and mobile apps – generated wins AUDIENCE CONSUMER MARKETING CAMPAIGN • Promoted Content • Post-show “Best of” red carpet voting generated nearly 3 million votes in five days, more than ever before. 260,000 votes logged last year • Live streaming with an average of 28 minutes per unique online viewer and 22 minutes per unique mobile viewer • Generated 33,000 unique live streams. The PJ live stream last year generated 5,000 unique streams • 2,700 users engaged on UVideos 2nd screen, generating 13,700 impressions for an avg.of 7 min • Radio App avg. downloads per day grew to 4,100 during promotion from 2,600 before promotion • Incremental audience, lightly engaged • TRAFFIC • Unique visitors to the Premio section the week of the show grew 37% this year, up from 352K to 556K. Yet, same pageview count as 2012: 13.2M • AvgPremio visit duration down from 9:25 to 7:27 • Overall site traffic up +400K to 2.1M for the week, yet pageviewswere down -11M • VIDEO • Premio accounted for 592K video views in the week, 17% of Univision video views. Last year, 418K streams accounted for 23% of the week’s video • Year over year the Premio video views were up 42% while non-Premio views were up 99% AWARENESS SEARCH CAMPAIGN • Natural search yielded 29% increase in searches and 34% in video views vs. last year. No paid campaign last year Sourcing: Omniture (traffic and search); Conviva (video); Intranet and Univision logs