3 posts categorized "Mobile TV"

December 27, 2013

Mobile Marketing and TV Engagement Trends

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A recent Nielsen Cross-Platform Report has highlighted a move towards consumers using multiple devices simultaneously. According to the results, more than 39% of people use their smartphone at least once per day while watching television. Nearly two thirds of respondents said they do this more than once a week, with 84% saying they do it at least once a month.

The report also found that the average American spent more than 34 hours per week in front of the television during the second quarter of 2012. This included time spent playing games and watching DVDs (although most of the content viewed was delivered via cable or satellite broadcasts). Another five hours were spent at the computer. The smartphone has successfully gatecrashed this heady mix of stimuli – and the implications for mobile marketing campaigns are obvious.

Mobile devices are becoming increasingly indispensable to Americans, and people all across the developed world. They allow quick, convenient communication across oceans, genders, ethnicities and generations. Market penetration for smartphones is greater than 50%, and close to 20% of American homes have at least one tablet. This mobility is essential if we want to understand how mobile marketing strategies can cater to cross-platform audiences.

On the one hand, users may not be affording either task – television-watching or web-browsing – their full attention. On the other hand, their access is round-the-clock, allowing mobile marketing campaigns to take into account the multiple access points through which users are receiving content. And it’s not just the youth demographic. Far from it.

Consider this: nearly half of all respondents in the 55-64 age group use their tablets or smartphones to research the program they are currently watching. The same demographic are heavy surfers during commercial breaks. Mobile marketing strategies that take this into account can customize their targeted advertising for that audience during those peak times. For bigger companies, the two platforms can work in tandem, with mobile marketing campaigns feeding into current TV promotions, and vice versa.

Texting can play a huge role in pointing viewers to television commercials they might otherwise have switched off or muted. Imagine, you issue a text to your opt-in list of customers, telling them to ‘look at the tv’. Then you run an ad telling them to ‘look at your phone’. You’ve just created a fun game of electronic device tennis!

Ok, that might not be the best example. But whatever your strategy, the shift towards cross-platform device usage presents a thrilling scenario for marketing managers, who are constantly on the look out for ways to ‘join-up’ their strategies. As it turns out, users are doing a lot of the heavy lifting for them, and it’s proving to be one of the most powerful mobile marketing trends making waves.

 

December 23, 2013

The 7 Shades of Mobile

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AOL Consumer Research Studies recently published a paper titled “The 7 Shades of Mobile”. In it, they attempt to understand how mobile devices are used, and what the main drivers behind consumer motivations concerning apps and websites really are.

The research asked one thousand smartphone users to record three touch points – or ‘mobile moments’ – that formed the bulk of their usage. The team studied how users engaged with content; what they were trying to accomplish; their location – and a number of other metrics that helped them better understand mobile habits. The results offer some interesting insights that may prove invaluable to businesses running mobile marketing campaigns. Let’s take a look at “The 7 Shades of Mobile” and how these elements can feed into your mobile marketing strategies.

  1. Accomplish. This refers to activities that give users a feeling of accomplishment. In most industries, the aim of the game is to provide a service that the customer is unable to provide themselves. If you can do this in such a way that gives your customers a sense of accomplishment, you’ll have touched on the first ‘mobile moment’. It might be allowing users to build their own meal using a neat interactive graphic. It might be giving them a quiz or game that could lead to a prize. Find your own way to provide that wonderful sense of accomplishment that’s appropriate to your industry.
  2. Socialize. People love to express themselves, and smartphones are the conduit for self-expression. Encourage users to share content, comment on your latest product or take part in a contest. Become part of their circle of friends – that way lies true brand loyalty.
  3. Prepare. Mobile users say they use their phones to prepare for upcoming events or situations. Give them what they need by sharing statistics, studies, information, news – anything that can help them prepare for future scenarios.
  4. Me Time. This refers to time spent entertaining oneself online. Games, photos, articles – anything that’s all about the user rather than your business. Free content is one of the most compelling mobile marketing trends in recent years. Ignore it at your peril.
  5. Discover. Smartphones are perfect for learning something new during downtime. Whether you’re on a bus or waiting at a bar for a friend, it’s very tempting to educate yourself on the latest scientific discovery so you can wow your tardy buddy with your knowledge. Businesses can prise their way into this downtime and educate consumers, even on something only tangentially related to their product.
  6. Shop. Unsurprisingly, shopping is one of the biggest uses of mobile devices. If possible, make sure your service or product is available to order online, and push it with a series of cunning mobile marketing campaigns such as coupons and discounts.
  7. Express Myself. Smartphone users frequently use their device to do nothing more than share their ire about the latest political event, or their enthusiasm about a sporting victory. You can turn this compulsion into a list of potential customers by offering users a voting form so they can participate in product development. They are more likely to buy your brand if they feel they were involved in the process.
 

July 15, 2009

DirecTV NFL Sunday Ticket Coming To Your iPhone

If you subscribe to DirecTV's Sunday Ticket package of NFL games and you own an iPhone you're in luck:

Fans hoping to watch NFL games outside of their local TV market can now plug right into the action on Apple Inc.’s iPhone. According to the company, a wi-fi link or access to a 3G network is required.

With commercial advertisers losing money hand over fist through conventional broadcast means, the new emphasis on mobile coverage for DirecTV is likely just the first step of a greater mobile presence for the future of satellite television service.

Read more @ Mobile Marketing Watch