Seth Goren is the Group SVP of Subscriber Growth in Media at Warner Brothers Discovery. Goren has utilized VIZIO and Inscape’s ACR data in measuring life cycles of content, including massive theatrical releases like Barbie. Watch this video to find out more about his work and how he partners with VIZIO/Inscape.
Who are you and what do you do?
I'm Seth Goren. I'm the Group SVP of Subscriber Growth in Media at Warner Brothers Discovery.
I wear a couple of hats. One of them is running growth for the streaming services, so subscriber acquisition and retention. And then the other is enterprise media planning, which includes owned and operated media and the bidable buying practice that services multiple business units.
How do you partner with VIZIO?
We're happy clients on both ends of the business. We use VIZIO, both as an underpinning of our measurement infrastructure, but also just as importantly, clients on the advertising side, helping leverage your ad products to drive our outcomes, like streaming sign-ups and incremental tune in.
How do you use Inscape data?
I think there are a few dimensions to that question, in terms of how Inscape has allowed us to measure differently. One is— control of our own destiny.
So the Inscape data, 23 million (opted-in) devices or whatever you're up to now, lands in our environment every day. And I've got marketing science teams with hands-on keyboards, writing and adapting that code every day. So the level of visibility, the level of speed at which we work, we're looking at next-day attribution when we walk in the door. Inscape powers a lot of that.
If you take a piece of IP like Barbie, and you take it through the entire lifecycle of that content… at the start you've got a domestic theatrical window and so we're using a lot of our owned and operated channels to help drive ticket sales. And so Inscape data is helping us understand what channels, within our own O&O infrastructure, are actually driving incremental ticket sales.
We can use that data to make optimizations in the chase week, so that we're maximizing the yield out of the inventory we have. We can then take those learnings, transplant them to the max streaming window, where we can start leveraging Inscape for both targeting and for measurement around what's driving max sign ups.
What are you most excited about in 2024, 2025?
We're all about getting back to profitable growth and we're doing that through the more effective use of marketing capital to get more customers in the front door. We're doing that through innovative and data-driven campaigns to help engage and retain our customers.
We've got really exciting IP coming up like House of the Dragon season 2… we've got The Penguin starring Colin Farrell.
So there's just a lot to sink our teeth into from the creative standpoint. And then on the sort of data and infrastructure side, you all know as well as anybody, this work is never done. And I think we're just going to take the foundation we've built, in part because of Inscape products, and build on them and shine more light on the really complex decisions that are only getting more complex as the years roll by.
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