Mobile’s use in TV ads to increase in frequency in 2012
With mobile slated to become a bigger part of television watching in 2012, brands and marketers need to think of new ways to incorporate marketing into on-air broadcasts. So what can consumers expect in mobile TV for the coming year?
According to experts, mobile calls-to-action will play an increased role in both advertising and programming in 2012. Additionally, new technologies such as augmented reality will play an important part in TV.
“Mobile calls-to-action will be used on TV in 2012 in much the same way they have been used in past years but likely with greater frequency,” said Doug Stovall, senior vice president of sales and client services at Hipcricket, Kirkland, WA.
“We will also likely see more real-time requests for interaction, especially during live programing such as sporting events and reality TV,” he said.
“Text-to-vote and text-to-win will become more prevalent as will real-time interactions with social media such as Twitter and Facebook.”
In 2011, brands increasingly tapped mobile for TV spots to give users another form of engagement.
For example, Shazam began partnering with companies to include its logo on commercials. Once users scanned the logo with the Shazam app, they were able to interact with the brand and learn more about what was being advertised on-screen.
Although brands have not been released yet, Shazam claims that one-third of commercials in the upcoming Super Bowl commercials will be Shazamable, showing how consumers are becoming more knowledgeable about the technology.
Additionally, mobile calls-to-action will increasingly be used with SMS programs to offer consumers rewards and deals for tuning in.
“Offering a coupon or special offer to those who text in is a very effective way to drive engagement and sales,” Mr. Stovall said.
“This effectiveness can be further enhanced by asking customers to opt-in for further offers from the company, and creating loyalty clubs that tie directly to your CRM system closes the loop and provides potential for relationship building across channels,” he said.
Promoting mobile products such as applications and mobile Web sites will also be a trend to watch for in 2012.
Mobile has made the leap to be included in a company’s entire marketing mix and therefore needs to be promoted similarly.
Recent examples of brands promoting their mobile products include Geico and MTV.In a new Geico commercial, the insurance company uses the entire length of a 30-second commercial to encourage consumers to download its new application, which is available for iPhone and Android devices.