On a large scale, people have gone from watching cable to connected TV. A study commissioned by Tremor Video shows that people spend more time watching video on connected TV than on any other device.
With connected TV it’s possible to get closer to the audience. The integration of devices and the online connection open up for the ability to get viewers to interact in real time and to bring relevance and true value to viewers.
Adapting to the usage of connected TV
The web is the individual’s possibility to get pretty much anything on his or her own demand – and thereby also the killer of the traditional TV and the companies depending on its survival. One company that was majorly affected by the transformation of the way people seek entertainment is the music television channel MTV. Because of their dependency on advertising during the shows and the fact that YouTube offers viewers music videos in overload, I guess they probably wouldn’t survive as a business in the long term. MTV changed direction by tapping into connected TV and redesigning their entertainment offer.
With MTV’s new interactive platform app, Under The Thumb, users can stream MTV shows – past and present – with mobile devices on demand. They can use the app as a remote control, which can be paired with a PC, laptop or connected TV for an immersive dual screen experience. The application also allows users to connect with each other with built–in Facebook for real time synchronized viewing and chatting.
The success was immediate – after the introduction of Under The Thumb during the Mobile World Congress, the app gained one download every minute before MTV had even launched their advertising campaign and got 4 and 5 star reviews. Apple saw the potential of the app and featured it on the iTunes Store in both the ‘New and Noteworthy’ section and in a promotional thumbnail.
As we have mentioned in earlier blog posts about the impact of mobile web usage and user interactive techniques, it’s more essential than ever to adapt to your stakeholders’ use of mobile devices. Be prepared to go a step further and look at the behaviour of your target group. Can you offer them your products and services in a new way that suits their demands and needs? Always remember to bring value.
Connected TV or “Social TV” is also a great opportunity for advertisers to tap into. The infographic below shows interesting trends of connected TV – statistics marketers and advertisers should be watching.