Digital, data and technology have transformed media, and the opportunities to use data in communications is abundant. But using data, for data’s sake, is futile. For data to be powerful in communications, it must be used to connect with consumers in a more emotional and relevant way.

The data gathered from social media, via the Netflix algorithm, powers the FOMOmeter which, in turn, gives consumers an environment to understand what other consumers are enjoying, while also powering relevant targeted comms to other consumers.

FOMOmeter outputs mean that the creative in radio, OOH, programmatic and social media channels were more targeted, more relevant and more engaging than they could ever be without this richness of data.

It is the creative use of this data in our communications which means that FOMOmeter- powered messaging is among the most effective creative Netflix has run in the UK.

The data-driven velocity algorithm is what makes this campaign so unique and powerful. It not only means that FOMOmeter outputs are a constant, live measure of the shifts in what our consumers are loving the most about Netflix in any given moment, but also makes the outputs actionable, enabling Netflix to reach millions of current and potential consumers instantly, in broadcast and digital channels.

The FOMOmeter compares location, and historical and live Twitter data to understand the velocity of a trending Netflix topic. This ensures we provide a truthful picture around shifts in conversation that Netflix content was driving, and that we understood what topics were trending fastest, rather than the biggest volume.

Netflix’s existing members and prospective members who visited FOMOmeter, or saw the campaign, would never again suffer from FOMO (fear of missing out) where Netflix content was concerned.

The FOMOmeter created a seamless journey, harnessing social media conversations to better inform Netflix’s media planning, and amplify Netflix member behaviours.

The FOMOmeter informed Netflix’s existing and potential members about what was trending fastest in their local area, driving them to the FOMOmeter, where they could interact with the map, as well as discover new content and subscribe.

• Over 200k site visits (FOMOmeter Tumblr page)

• Dwell time more than 1 min (FOMOmeter Tumblr page)

• Over 11m radio impressions (Capital FM b/g)

• 7m digital OOH impressions (outdoor screen b/g)

• 27m programmatic impressions (banner ad)

• 36m paid social impressions

• Engagement with digital creative increased 1460% vs non-FOMO powered campaigns

With FOMOmeter, consumers are always in the know about what programming is generating the conversation fastest in their area, so they need never fear missing out on the most talked- about content again.