The objective
Dual-screen media consumption is soaring. Watching TV while engaging online with content or friends via mobile device, iPad or laptop is becoming as natural as texting – especially for consumers of live entertainment programming like Channel 4’s Million Pound Drop Live. In fact, Thinkbox estimates that 60% of UK viewers go online while watching TV at least twice a week. For mobile technology and broadband provider O2, this trend in media usage offered a clear opportunity to capture and captivate its sweet-spot audience. The question was how to utilize both media effectively and in unison. They turned to the TV/Online powerhouse of MediaMind and DG for the solution, resulting in the industry’s firstever fully synchronized dual-screen ad campaign.
The Results
This breakthrough approach to branding generated equallybreakthrough metrics for O2. An estimated 189,000 viewersplayed the online game during a single show, representing 8.6%of the show’s total audience.
- 17.4% watched the full four-minute video
- 2.34% CTR
- Channel 4 conducted a survey of 600 viewers who had interactedwith both the TV and online ads and reported a 10% higherpurchase consideration than those who viewed the TV ad alone.
