Optimising streaming TV for a top luxury brand through a strategic governance framework

Objectives

As a leader in the luxury sector, our client had been rapidly increasing investments in Streaming TV to capture a high-value audience. However, without clear standards or a structured framework, they faced challenges in ensuring quality, transparency, and impact from their spend.

Key challenges included:

• Lack of control: Inconsistent quality and increased risk exposure due to unstructured media selection.
• Inefficiency: Investments not consistently meeting brand standards on key buying practices.
• Limited decision-making power: Absence of clear criteria to manage agency execution effectively.
• The goal was to establish a clear, strategic framework to ensure that every dollar spent on Streaming TV was accountable and aligned with the brand’s premium standards.

Our Approach

Phase 1: Establishing a strategic framework

Ebiquity worked closely with the client to develop a comprehensive Streaming TV framework, designed to:

• Set clear expectations for quality, transparency, and accountability.
• Align media selection with brand standards to minimise risk and improve efficiency.
• Provide measurable principles to guide media buying decisions and maximise impact.
• Our analysis of over $50M in Streaming TV spend revealed that, with a structured framework in place, more than 19% of their investments would have been flagged as misaligned.

Phase 2: Governance & ongoing oversight

To ensure lasting impact, we introduced a robust governance model focused on:

• Active monitoring: Regular reviews to identify and address misalignment and inefficiencies before they impact performance.
• Quality enforcement: Ensuring that all investments adhere to the agreed standards across inventory selection and media execution.
• Investment Integrity: Maintaining transparency and accountability across all media buys to protect the brand’s premium positioning.

This governance model not only safeguards the client’s investments but also empowers them to take proactive control of their media strategy, ensuring that all future investments align with business objectives.

Business Impact

By adopting Ebiquity’s unique governance Streaming TV programme, our client achieved:

• Over $10M in misaligned spend identified and reallocated to higher-quality, accountable media buys.
• 19% improvement in investment efficiency projected through enhanced governance and oversight.
• Reduced risk and increased control over media investments, ensuring alignment with brand standards.
• This structured approach transformed our client’s Streaming TV strategy, shifting from reactive to proactive management of media investments.