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BizReport : Blogs & Content : August 23, 2012


Releases offer ways to engage through video

In July, comScore reports more than 184 million US online adults consumed more than 36 billion video clips; among those clips were more than 9 billion video ads. While viewers have shifted some viewing online, brands are still trying to find their way. Two new tools could help.

by Kristina Knight

TVGuide has rolled out its new mobile unit, offering ways for viewers to check in to favorite shows from their mobile device, chat with other viewers, search video channels and find out what's coming on next.

"Our new super-personalized, social, mobile TV Guide is designed for the way people want to watch now - anywhere, anytime," said Christy Tanner, Executive Vice President and General Manager of TVGuide.com and TV Guide Mobile. "This is a game-changer for our users, who want an easier way to manage all the ways they watch."

As viewers continue to change viewing habits - recording shows to DVR to watch later, tuning in from mobile devices and watching completely online - it is important for brands to have ways to engage and interact with viewers wherever they are located. One benefit of a release like TVGuide Mobile is that it allows viewers to share shows and events with their social networks, potentially increasing the number of viewers to a program.

And from Nielsen, audience segments that bridge the online/offline space by associating offline behaviors with online viewing. Nielsen Online Audience Segments - TV Viewing offers advertising the ability to align their television and online campaigns by connecting offline habits - watching network college sports, for example - with online behaviors.

"The fact that we're using the very same data that's deployed within the traditional TV economy is a key differentiator which resonates with the industry. Being able to interact with consumers online who are, for example, heavy viewers of college sports or home design programming, or light television viewers who are difficult to reach through that medium, can prove invaluable to marketers as they're planning their advertising campaigns," said Jonathan Carson, General Manager of Digital for Nielsen.

Data collected through the initiative remains anonymous and is used to build models for viewers instead of generalized household data.

Tags: comScore, mobile video, Nielsen, online video, TV Guide, video ads, video tools, video trends










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