TV TO MOBILE: MEDIA’S MOST POWERFUL COMBINATION?
The dynamic of Mobile & TV viewing is changing at pace – is your strategy? We all know how powerful TV advertising has been over the decades. We also know that the dynamic of TV to mobile media viewing has and continues to change at pace.
No matter how great a TV ad or program is, there’s a massive proportion of the audience who also have their mobile device in hand. Or are watching on it instead. In fact, according to an in-home eye-tracking study by Facebook IQ, 94% of audiences do. Even more interestingly the study also highlighted that viewers spent just 53% of the time focused on the TV screen. Predominately to use their smartphones.
Many will view this as another nail in the coffin for TV advertising, however we do think so. We believe this can provide a massive opportunity to those who are open to generating a different approach to engaging this audience. In fact, this can significantly enhance targeting and data capture.
The increasing use of TV to mobile media devices during TV viewing time has significant and positive implications. It presents great opportunities for mobile and social media marketing. TV is now being driven to varying degrees, by how people consume content on their mobile screens, helping continue the conversation. Getting a grip on this behaviour can lead to the creation of ad spots with a more interactive bias.
Of course, good advertising must still try to ‘win minds by winning hearts’. Requiring brands to create ads that are more authentic and alternative than before. New forms of ads are being created to engage – shorter, faster, slower, longer, mobile. What’s exciting for us is that these are giving advertisers options.
DUAL SCREENING – It’s an engagement opportunity
Today, ads must be many things: interactive, provocative, funny, purposeful, informative, heartfelt. But what is key is considering that second screens must be part of the equation.
Those brands who consider second screens to be an integrated part of their TV ad campaigns are most likely to succeed in future. I would go further to say that dual screening and advertising is a very powerful combination providing ‘instant connections between brands and their audience’. It is creating active and instant action and relationships.
TV remains one of the key platforms that people participate in together. Therefore it’s a more social medium. Social and digital media can enable hugely advantageous targeting efficiencies. However, the content is often engaged in an isolated manner.
What’s interesting is the demographic attitude split over dual screening. 62% of the over-55s object to dual screening presently. Though only 21% of those aged 18-34 objected. TV viewing statistics also back up the ‘dual screening’ that we are now seeing from young adults in the UK.
COMBINED POWER – Increasing interactions
Combing the power of TV to drive instant activity and engagement on mobile will a new dimension when targeting specific audience groups. Whether that’s to social, direct to web, PWA’s, Apps, or search. ‘TV extension’ as it has recently become known will fast become a multi-platform engagement tool available to the more progressive brands.
TV to Mobile Media has the power to create instant audience action and interaction. Enabling the customer relationship process to begin. The start of engagement, acquisition, data-capture, pixel and digital data tracking, and remarketing. If careful with social media planning it can be a way of harnessing the power of TV to Mobile Media to Social. This can be done through social promotions and engagement strategies. Driving improved audience and brand trust, building long lasting relationships, which are bought, shared and experienced.
The key to implementing TV to Mobile Media is ensuring that the audience, the media, campaign and activation have strong correlation and also attribution measures established at the outset.
GETTING STARTED – Key Tips
Get your strategy right
Know the audience and their dual screen behaviours. Different demographics naturally behave different. So work out what will drive them and then incorporate this at the heart of your strategy and campaign.
Decide the metrics
At the outset, it’s vital to know what metrics you want from the campaign. Is it data volumes or quality? Is it awareness, shares or customer acquisitions? How do you intend to measure the effectiveness of each element as well as the cumulative result?
Ensure you have strong action motivators
Whatever is at the heart of the campaign, it must drive the audience to interaction. To view, search, socialise, download, sign up, share or play. A strong promotion or offer will do this, as well as something to share.
Tie your advertising to relevant programming
Two years ago, less than a quarter of TV and video viewers said they browse the internet related to the content they were currently watching. Fast forward to 2018 and that number is estimated to be nearly half. Audiences now like seeing brands join the conversation. This should be with relevant content, creative or deals, and the same can be said about ads. It’s estimated that 42% more time is spent looking a ads relevant to surrounding content. So align your ad creative with TV references that resonate with your target audience.
Ensure your campaign creative is truly multi-channel at its heart
An isolated TV ad production, with other channels as an extension is the wrong way to think about this. The idea at the heart of the campaign must be about the message. It should be about the engagement model, the drivers and how the whole idea drives multi-channel engagement and action. It’s also about how it goes beyond this to create long lasting relationship.
Tap into live events
More than half of respondents in a recent survey from TiVo said live television was the TV or video format during which they most likely multitasked. This presents a large opportunity for brands to join in on the conversation as it unfolds. Reach your target audience by planning your social and advertising campaigns around live events they will be watching.
Create video content for a TV to mobile media audience
Mobile video has become a critical part to a brand’s marketing strategy. Mobile video content has the ability to increase brand awareness (44% of respondents of recent survey). And it can reach more targeted audiences (34%). And it can increase favourability of the brand (26%). Create video content with the second screen audience in mind, as the majority of them will be browsing on their phones with the sound off. Use captions and visual cues to pull the viewer through the video and make it easier to process without sound on.
Is it social and PR-able?
Whatever the idea is how does it resonate with audiences across native social apps? What is the possible reach extension through user generated or shared content? What trade or consumer media angles have you planned in advance to ensure your social and PR teams are sufficiently activated? You need to engage their audiences and partners.
Remarketing – can we still talk beyond the moment
One final point is how you can continue the dialogue beyond the moment you have just generated. This is a vital part of the consideration process, as a simple remarketing model is all push. Work out how you create something the audience wants to come back for or suggest that others might be interested in too. Having pixel data and the ability to track and remarket to viewers is great. It can and often does drive re-engagement and conversion. Look beyond the obvious to create strong motivation for audiences to return.
Media’s most powerful yet under-utilised combination?
So, it’s worth asking yourself, is TV to Mobile media the most powerful yet under-utilised combination? We see this as the way advertising is set to grow over the next couple of years. You can capitalise on this opportunity now. Why wait?
To discover more about how to make the most of ‘TV to Mobile’, visit www.mobylise.com