Innovation

Laura’s User Journey

After a long day at university, Laura is looking forward to a cozy evening on the couch. With tablet in hand, she remembers the clip of Anny’s blind audition she watched on YouTube a few hours earlier. Laura wants to see more and decides to use the catch-up to watch the whole episode, which already aired on TV last week. In the video description of the blind audition, Laura finds the link that leads to the streaming platform Joyn. She first goes to the app store and downloads the Joyn app. Already on the home page of Joyn, she finds a reference to the last #TVOG episode and presses the play button. The 120 minutes fly by and Laura watches another of the already broadcast episodes immediately after.

The strategy behind

The streaming platform Joyn is at the center of our digital entertainment presence. Our goal: to build Joyn into the largest freely accessible streaming platform for premium video content in the German-speaking region.

Already in spring 2022, we made Joyn the central point of contact for our digital programming content and hence discontinued the individual channel apps of Seven.One Entertainment Group. With the full acquisition of Joyn as of October 31, 2022, we took a major step: This allows an efficient value creation through our programming as well as new opportunities for monetization.

Unlike other streaming platforms, we focused on a strong, free, and advertising-financed offering with Joyn from the very beginning which is complemented by the exclusive subscription area of Joyn PLUS+. Users can access live TV from a total of 74 free and pay TV stations, including the entire ProSiebenSat.1 channel family, a comprehensive media library as well as exclusive previews and catch-ups of our formats. In addition, subscribers of Joyn PLUS+ have the option of streaming the next episode of #TVOG and numerous other shows in advance, immediately after one is aired on TV. Today, Joyn’s content offering already includes more than 35,000 fictional series, reality, show, magazine, infotainment, and sports content.

Laura’s User Journey

The final is coming up! Once again, Laura sits mesmerized in front of the TV and waits for her favorite talent, Anny. Before Anny steps onto the stage and we see how the talent and coach Mark are preparing for the big performance, Anny visits the “flaconi Selfcare Lounge.” In a separate area behind the stage, a stylist is waiting ready for the talents. Here, amid the excitement of the final, Anny finds a quiet moment to take a breath and gather the nerves. At home on the couch, Laura opts to click through flaconi’s online store, where she has already once ordered her favorite fragrance. While waiting for Anny’s appearance on stage, a new face mask and a colorful lipstick soon find their way into her shopping cart. Then finally the time has come: Together with Mark Forster, Anny performs a soulful version of “Friday I’m in Love.” Laura is more convinced than ever that Anny is her “Voice of Germany.” And even though this year’s final has now come to an end with Anny’s victory, Laura already knows that she will be back again for the next season.

The strategy behind

By selling advertising time to our advertising customers, we are able to comprehensively monetize our reach. Because through our tailored offers, we reach the target groups relevant for advertisers. Through our subsidiaries Seven.One Media and Seven.One AdFactory, we support advertising customers and agencies throughout the process, from conceptualization to designing and implementing their campaigns. At the same time, we are investing in the areas of ad tech and data in order to create additional monetization opportunities through data-driven offerings and make it possible to target advertising even more accurately.

Thanks to our position as Germany’s leading advertising time marketer, we know how to market both digital and linear channels. Alongside traditional commercials, we have been using an increasing number of creative placements for many years now. Instead of broadcasting traditional commercials, brands are natively integrated into the formats – for example through TV advertorials or branded entertainment formats. In this way, advertising placements fit more naturally into the programming flow and gain greater acceptance among viewers and users, while at the same time ensuring an appealing brand experience. There, the fit between brand and advertising format is crucial. In the case of “The Voice of Germany” and flaconi, it was a perfect match. The show’s positive atmosphere coupled with the high appreciation for the talents convinced flaconi that this was the right environment for their advertising. The placement of the “flaconi Selfcare Lounge” also reflects the focus of the company’s new campaign. Under the claim “time to care”, flaconi is positioning itself from a classic beauty retailer to a holistic self-care provider and gradually expands its extensive range to include new self-care brands.