Woo affiliates can look back on a long tradition of creating, refining and packaging news, knowledge and stories. All of which stands on a strong publishing foundation.
In 2014, investments in the web TV market amounted to approximately 2% of total media investments made in Sweden. That is a small percentage. But the industry is growing rapidly. It is also a highly fragmented market. There are a lot of players out there to buy video from. Bonnier’s goal was to grab a larger share of the pie. The goal was to be able to offer the advertising market a way to buy higher-reach advertising with quality content – with a single point of contact. What they needed was a Woo.
A new position on the market
While we were developing Woo, our vision was to offer a broad-based video advertising product that would ooze premium. The goal was to raise the bar in terms of data quality, content and target group control, and to take a unique position on the market. We wanted to launch a product with a clear value proposition, and the development itself had to be agile.
To manage this, we gathered expertise in a variety of areas into a dedicated cross-functional working group. In order to reach the target scenario and to establish the requirements, architecture and prototype, we used methods like interviews, workshops and customer journey mapping. It was also important to anchor the change in the entire organisation.
Direct customers and media agencies
When we developed customer journey maps, we assumed two types of customers: "the direct customer" and "the media agency". The purpose of the customer journey maps was to work up an organised picture of the different needs, behaviours and experiences of the two customer categories during the different phases of the buying process. It was also done in order to be able to describe the higher-level requirements applicable to the value proposition, and the technical systems. The endpoint of the customer journey was a satisfied, repeat customer who recommends the service.
A concept built around a premium bird
It is true that the service was developed by Bonnier, but ultimately it should be able to hold titles from other high-quality media companies. To this end, we wanted to decouple the name from the media group.
All that remained was to roll up our sleeves and do what we usually do: Brainstorm and workshop. The goal was to find a name that is relevant, easy to remember and rolls off the tongue easily. After a couple of hundred proposals, we got it: Woo.
From Woo – as in "seduce" or "court" – it was a short step to the fundamental design concept based on the peacock. The premium bird who courts his peahen with his stately fan of feathers.
We developed a library of icons in order to communicate Woo's unique benefits in a way that is fast and easy to grasp
Woo – how it works
In short, this is how taking out an ad in Woo works:
- You state your preferences (region, category and target group) for how you want your campaign to be displayed.
- You then set the budget you are prepared to spend on your campaign.
- Woo calculates how many guaranteed impressions you will receive during the campaign period.
- Over the course of the campaign, you can monitor how your campaign is doing and where your ads were shown in real-time.
- Woo gives you full control over all your campaigns – past, present and future – in a way that is easy to keep track of. Invoicing (and other boring stuff) is handled completely automatically.
We reviewed a large number of logo proposals before opting for a cleaner, tighter form whose simplicity made for a better contrast with the imaging solution.
On June 25, 2015 at 6:54 p.m.
Woo went live. The first campaigns started displaying on TV4 Play, ExpressenTV, Di Play and DNTV in September. Together with Bonnier, in five months we managed to put together a modern technical platform, a new concept and a strong, unique value proposition for the advertising market. Our work goes on in the form of continuously developing and improving both the platform and the value proposition. Woo gives Bonnier good odds of grabbing a large and enduring chunk of the digital advertising market.