CONNECT – JEU CONNECT How a tv broadcaster uses social activation to boost both audience and advertising effectiveness
SMS2014 - IP - How a tv broadcaster uses social activation to boost both audience and advertising effectiveniss
Jul 16, 2015
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CONNECT – JEU CONNECT
How a tv broadcaster uses social activation to boost both audience and advertising effectiveness
RTL CONTENT AVAILABLE ON ALL SCREENS
TELEVISION
www.rtltvi.be
www.clubrtl.be
www.plugrtl.be
WEB APPS
RTL, TRENDSETTER IN BELGIUM ?
Source : IP New Media – January-September 2014 – Web + Mobile – TV Channels (RTL TVI, CLUB RTL, PLUG RTL)
RTL TAKES ADVANTAGE OF MARKET OPPORTUNITIES
787.000AVERAGE VISITS EVERY MONTH ON RTL TV CHANNELS SITES
26% Share
MOBILES & TABLETS
329.800TV CHANNELS APP DOWNLOADED*
(RTL TVI, CLUB RTL, PLUG RTL)
RTL, TRENDSETTER IN BELGIUM ?
Source : IP New Media – Till September2014 – *Active apps
RTL TAKES ADVANTAGE OF MARKET OPPORTUNITIES
TV CHANNELS APPLICATIONS HAVE A
“CONNECT” ENVIRONMENT
Interactivity
WHAT IS CONNECT ?
Technology&
DUAL STRATEGYINTERACTIVITY ON RTL CHANNELS
Programs
Advertising
DUAL STRATEGYINTERACTIVITY ON RTL CHANNELS
Programs
Advertising
INTERACTIVITY WITHIN PROGRAMS
INTERACTIVITY WITHIN PROGRAMSCONNECT
New
INTERACTIVE PROGRAMS« JE LE SAVAIS »
24% Share
More than 385.400 viewers
TV
123.000App downloaded
Prime (in average) :
41.500 active users
38 minutes (average length of visit)
WEB
11% of TV viewers
are using the second screen during the entertainment
Source TV : CIM TV South – 15th August-6th October 2014 – Viewers 4+Guests – Share PRP18-54 │ Source Web : Google analytics – 19th August-6th October 2014
INTERACTIVE PROGRAMS« RISING STAR »
20% Share
Almost 158.200 viewers
TV
102.000App downloaded
Prime (in average) :
24.000 active users
39 minutes (average length of visit)
WEB
15% of TV viewers
are using the second screen during the entertainment
Source TV : CIM TV South – 1st September-6th October 2014 – Viewers 4+Guests – Share 15-34 – Live+Vosdal Till 10th October 2014 │ Source Web : Google analytics – August-10th October 2014
DUAL STRATEGYINTERACTIVITY ON RTL CHANNELS
Programs
Advertising
Interactivity
CONNECT & ADVERTISING
Advertiser
TV Viewers
RTL Channels
INTERACTIVE TV SPOT
Spot Spot Spot Spot Spot
eGRP
INTERACTIVE TV SPOT
TRUST OF THE ADVERTISERSFOR CONNECT & LE JEU CONNECT
INNOVATIONRESEARCH RESULT : E GRP QUANTIFIED BY IPSOS
UNAIDED RECALL+19%
+83% AD RELEVANCE
+58% AD PERSUASION VALUE
Source : IPSOS & IP – Online Survey CAWI – Impact of Connected Ads – 19/03/2014 - 27/03/2014 – n = 1.099 French Speaking 18-65y
LE JEU CONNECT
The first free and interactive game with the TV programs and the advertisers
CONTENTS ADS
o Spot the interactive TV ad
o Launch the app of your favorite TV channel
o Select the matching picture
o Answer the question correctly and collect a badge
o Once all collected you get to participate in a prize draw
o Win one of the three prestigious prizes
« DINER PRESQUE PARFAIT »
« L’AMOUR EST DANS LE PRE »
« LES GRANDES PREMIERES »
…
ADVERTISING PARTNERS
The platform layout may slightly differ from the present mockups
le jeu connect has been accessed more than 223 750 times
KEY RESULTS OF THE « JEU CONNECT » VERSION 1.0
FROM THE 5TH TO THE 31TH MAY 2014
291 600 popup ad impressions (exclusive)
more than 69 350 badges collected 6 570players qualified
for the contest
WHY CONNECT ?
Engagement
Engagement To engage the viewers during programs & ads breaks
To involve advertisers & TV viewers = Actors
To strengthen memorization & attention degree
To create an emotional link between viewers & contents
CONCLUSION : WHY CONNECT ?
THANK YOU FOR YOUR ATTENTION
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