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BizReport : Advertising archives : September 18, 2013

How consumers are engaging and how brands an capitalize with video

Television viewers aren't waiting for Prime Time this television season. Or, at least, they aren't only waiting for Prime Time. A growing number are watching online or via mobile device and while they're watching, they are connecting with the social spheres.

by Kristina Knight

Viggle has released data indicating that viewers who are engaged with a television show are also highly engaged with social media. The Verified Tune-In study found that viewers using the Viggle Tune-In product, an engagement and loyalty program, found that most (73%) of viewers who 'check in' to a program are playing along with the loyalty game during the show.

The study also found that audio-verified check-ins increased by more than 280%, which pushed programs' Trendrr rankings higher.

"By changing the number of points awarded for checking in and engaging with these shows this summer, Viggle's Verified Tune-In clearly impacted viewer behavior and how these programs were ultimately ranked by Trendrr," said Greg Consiglio, President and COO of Viggle. "This social activity surge clearly moved the needle for these programs as Viggle users checked in and stayed engaged in-app by taking advantage of the enhanced viewing experience made possible by Viggle LIVE."

Two new ad offerings may help brands better connect with these connected viewers.

First, Tapjoy has launched Video Plus, a solution which offers post-roll branding options for advertisers. The units display after a viewer has watched the content and includes actions such as clicking through to the brand's website or following via social media.

"Consumers will have a stronger experience with your brand if you can create an engaging experience for them, and that is precisely why we are bringing Tapjoy Rich Media and Tapjoy Video Plus to market. We are creating new opportunities for advertisers to tell their brand story to mobile consumers and bring their campaigns to life," said Peter Dille, chief marketing officer, Tapjoy. "The combination of our new video products, rewarded rich media and customizable secondary screens provides a tremendous engagement platform for brands to connect with consumers. By bringing innovative products to the Tapjoy platform, we're giving brands a wide range of creative options to reach more than 435 million consumers globally."

Finally, BrandAds has launched the Bridge platform, a set-up allowing video advertisers to measure the impact of video ad campaigns. The platform monitors and analyzes in-stream campaigns across channels and devices in a singular dashboard and in real time. That analysis includes consumer feedback on the ads.

"Most advertisers are flying blind when it comes to assessing the real performance of their video ads, because 3rd-party technology vendors only report basic delivery metrics such as impressions, clicks and completion rates, not effectiveness metrics like brand lift by demographic segment," said Avi Brown, co-founder and CEO of BrandAds. "We designed BrandAds Bridge to empower brand marketers with an efficient and unbiased way to measure the true impact of their video ad campaigns, so they can make smarter media buying decisions and feel confident as they shift more media budget to connected video."

Image via Shutterstock

Tags: BrandAds, connected TV, social television, Tapjoy, television content, video advertising, video content, Viggle

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