If you live in New York City like I do, you have probably noticed several signs that seasons have definitely changed from summer to Holidays. Most of us have released the winter coat collection from storage. Herald Square is swarmed with even more shoppers than usual. And that Rockefeller Christmas tree will be erected before we know it. Which is precisely why I don’t need to bore brands with tips on how to “sell better this holiday season”—the holidays are already here.
However, 2014 is approaching fast, and with it one of the biggest advertising events known to man: the Super Bowl. Luckily, there is still time to ensure your (very expensive!) ad campaigns are meeting the needs and behaviors of the vast majority of consumers, who are using their mobile devices as the first screen to access and activate their entire lives, be it communication, content or commerce.
If fact, 50% of smartphone owners use their devices while watching TV on a daily basis, and 80% use it at least once a week. With numbers like that, advertisers simply cannot miss the chance to use mobile to not only engage their audiences, but fully understand the value and efficacy of media buys.
Take advantage of conversations that are already happening.
A 30- or 60-second television spot is a direct path to one-on-one engagement with audiences. They use their mobile devices to learn about actors, research shows, access exclusive content—all while sharing commentary and joining real-time conversations about their favorite programs on social media. In fact, the volume of TV-related comments on social media surged over 363% in 2012. And that percentage is expected to be even higher by the end of 2013.
Take the NFL as a cue. They use TV to activate app-loving audiences by directing football fans to “call **NFL” from their mobile devices—and gain access to special second screen-specific mobile content. To date, over half a million fans have connected to NFL mobile via **NFL. In short, they are using already-purchased TV time to truly capitalize on already-present behaviors, as well as increase desired consumer behaviors, such as app downloads.
Think about how you will drive consumers to engage with broadcast advertising.
Your audience is unique, so think about what’s right for them—not what other brands are doing. Are your app downloads off the charts? Develop a microsite for your second screen fans. Twitter following abysmal? Maybe it’s not the time to try to drive awareness with a hashtag. Mobile works best when you reinforce behaviors, not force them.
Asking people to remember complicated URLs or phone numbers often leads to frustration rather than reward. Instead opt for a basic call-to-action, such as simple web addresses (mobile optimized of course!), short branded phone numbers or easy-to-remember Twitter handles or hashtags. And with the majority of audiences watching the same shows week after week, it’s a chance to grow your relationship with them. Tactics such as “unlocking special content” after a number of check-ins, or placing new codes/content after a certain number of commercials, and even consistent updating of the mobile or tablet apps, are all necessary steps to keeping your audience.
In the end, whether or not you agree that mobile is destined to be the new first screen for delivering and consuming content (and no matter what you believe, rest assured that TV—and its value to brands—isn’t going anywhere), there’s no doubt that mobile is quickly becoming the most sought-after screen for advertisers and audiences alike. So much so, that brands who recognize this are aptly and smartly, putting mobile at the center of entire campaign strategies.
In our latest eBook: The Advertiser’s Guide to Activating a Mobile Audience, we discuss several ways in which any brand can marry broadcast media and mobile to become an advertising superstar, all while proving the value of those costly media buys.