January 29, 2013
Viggle reports that users have checked into TV shows 151 million times previously year, proving that mobile devices are key to enhancing second-screen experiences.
Viggle users earn rewards by checking into their favorite TV shows using the free app, with Viggle reporting that it has given away over 1.3 million rewards some time past year from retailers reminiscent of Amazon, The distance, Best Buy and Sephora. The Viggle app listens to what’s on TV and points accumulate for each minute watched which might be redeemed for rewards from Starbucks, Burger King and other brands.
“a giant challenge have been at the big screen – keeping viewers attention – to work out ads as people time shift their viewing or spend time on a second screen during commercials breaks,” said Greg Consiglio, president and CEO of Viggle, New York
“Second screen allows advertisers to have interaction consumers where they’re spending their time, increasing their ROI on TV advertising,” he said. “We’re seeing the daily habit form round the Viggle experience with monthly increases in active users. We believe TV viewing habits will continue to involve adoption of second screen platforms.
“Our ad targeting capabilities let us engage the precise audience that our advertising clients desire to reach providing a decision to action right at the second screen.”
Super Bowl opportunities
Over 40 leading brands have worked with Viggle prior to now year, including Mercedes-Benz, JetBlue, CapitalOne, Pepsi, Verizon, DIRECTV, Burger King and Unilever.
Other key results from Viggle’s first one year included 176 million TV hours checked in via the app and greater than 1.8 million registered users.
Viggle users could also accumulate points for conducting real-time experiences while watching their favorite shows and exercises.
The app is on the market for download inside the Apple App Store or Google Play.
Additionally, Viggle conducted 28 sweepstakes freely giving 41 million Viggle points, a visit to Hollywood, a 3D HDTV package and an all-expense paid to trip to Sunday’s Super Bowl game.
Big TV viewing events akin to the Super Bowl are proving to be key times for marketers to have interaction with consumers via second-screen experiences.
“I anticipate that essentially the mostsome of the most frequent use of the second one screen through the Super Bowl may be to speak followed by search,” said Marci Troutman, CEO of SiteMinis, Atlanta.
“Marketers should make it easy for a client to look, hear and understand the decision to action to get a high conversion rate amongst viewers,” she said.
“But when they visit that trouble, brands had better make the experience worthwhile and carry a high reach, meaning don’t just make the decision to action an iPhone app download request.”
A solid mobile environment
The growth rate is accelerating for Viggle, which greater than doubled the selection of monthly active users from 233,607 in October 2012 to 493,475 thus far this year.
On January 13, Viggle had its biggest single day with nearly 870,000 audio check-ins.
Marketers are embracing Viggle for the chance the app provides to drive tune-in and live show engagement for programs.
“The main option to leverage using a second screen while a client is watching TV is to have an exceptional mobile environment for the patron to head,” Ms. Troutman said.
“Make sure that it’s easy for the patron to grasp and have interaction the second one screen,” she said. “For example, in case you are going to take advantage of a QR code, don’t flash it up for five seconds of a 30-second spot – give the user time to get the QR reader up and get to the television!
“Most of the time a client using a second screen while watching TV is doing something else with the device. The challenge is to get the user to flow simultaneously to the vendors call to action – give the television viewer clear instructions and time to interact.”
Final Take
Chantal Tode is associate editor on Mobile Marketer, New York
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