Thursday, 1 September 2011

TV Apps - keeping the user’s attention

It was announced last week that android users would be able to start developing their own apps for Google TV, TV Apps are really starting to come into their own and are proving to be a useful way to get viewers to engage more with TV content.

A recent poll by Harris Interactive earlier this year indicates that as many as one third of all Americans multi-task while watching TV. While this may seem like bad news for advertisers, another recent survey by Nielsen has some good news for them.

The Nielsen survey indicates that interactive TV content actually encourages viewers to pay more attention to TV programmes and ads. Given the number of distractions faced by consumers, applications can play an important part in keeping the attention of viewers and in retaining their interest. There is a downside to this, however: viewers tend to stick to well-known brands in their choice of applications and are reluctant to try out new content, according to a recent report from Strategy Analytics. Even brands like Facebook are struggling to capture the attention of TV viewers with their TV apps.

So while there is a real struggle for brand owners to increase the use of their TV applications, there is real value if they manage to succeed. This may be an area where TV content providers with strong brands have a real advantage – successful TV applications will not only increase the reach of those brands in new media, but can also help retain the value of their content to advertisers by keeping their viewers engaged and interested.

No comments: