October 24, 2013

Scripps’ HGTV

NEW YORK – A Scripps Networks executive on the Media Tech Summit 2013 conference said that although mobile applications give broadcasters the way to package content, they’ve not proved to be worthwhile from a business perspective.

During the “Cooperating for Cohorts: Media are Products, Products are Media” session, executives from Travelers, Time Warner Cable and Scripps Networks spoke in regards to the opportunities and challenges desirous about following consumers across multiple devices. The session was moderated by Alton Adams, national lead of purchaser strategy and growth group at KPMG.

The key in doing so is by working with the networks directly for the reason that average consumer watches 30 – 40 different networks every week and consumers wish to watch tailored, customized content. 

At the identical time, advertisers are looking to have a presence across multiple screens collectively.

For example, in the course of the recent season premier of AMC’s “Walking Dead,” Microsoft, MillerCoors’ Blue Moon beer and Hyundai all ran commercials that incorporated the show’s content. Although these commercials are likely one-offs that can not be reused during other programs, the ads point to advertisers increasingly occupied with making the television-watching experience more personal.

“We see plenty of convergence from a subscriber or a viewer standpoint and an entertainment perspective,” Mr. Coar said.

“We also see and we’re looking to make a higher experience for marketers, because we wish to get an appropriate message on the right time,” he said. “You don’t desire to ‘act now’ message when you’re in the midst of watching a football game on TV, but if you’re observing an email while you’re waiting in line on the bank, maybe it does make sense that you can have something so you might react to,” he said.

Connecting mobile and TV