HBO Go and Mobile TV Apps: Changing the Channel … and the Game
If the latest TV trend is any indication, television screen sizes are cyclical. After all, we’ve gone from the tiny, black-and-white screens of the last century to huge, all-encompassing big-screens — and now, thanks to mobile TV apps like HBO Go and DIRECTV, we’ve gone back to tiny screens in the name of convenience and portability. Having more choices is better for consumers, making mobile TV the next big — er, small — thing in personal entertainment.
A connected customer is a happy and loyal customer — just ask those who are completely attached to their HBO Go or Dish Anywhere apps. A development or release from one cable or channel provider comes the call for other providers to match the same functionality and features. Pay TV is a ruthlessly competitive market, so companies need to offer incentives, discounts and tech to cull new customers.
While TV commercials are still king, mobile ads have a significant advantage over TV ads. Television ads are like a big net — brands pay more to reach the widest audience in hopes of eliciting the biggest response. They’re expensive, but can be effective. Now, compare TV ads to the relatively small net of mobile ads: Not only can brands pay less to reach a more targeted audience, but they can drive user engagement through ad interaction and even measure the overall effectiveness of each campaign.
Typical TV offers the same advertisements to an entire audience, making it possible to target specific demographics. In contrast, TV apps offer the ability to personalize marketing material based on what the user has been watching. This creates better user data and allows advertisers the opportunity to pinpoint the most likely customer, which creates more applicable commercials, brand interactions and offers — something both advertisers and customers love.
Before pay TV companies are able to solidify users’ dependence on mobile apps for entertainment, an agreement must first be made with mobile providers and the data plans they offer. A user could easily burn through 400 MB watching a sporting event for a couple of hours on their DIRECTV app if not on Wi-Fi, which could be a major drawback for those thinking about investing in mobile entertainment.
While some of the effects of TV apps are inherently positive, there are some kinks that’ll need to be worked out. Ratings can be affected by the ability to view shows using mobile apps, as Nielsen won’t include mobile device ratings until the 2014-2015 TV season. This can cause skewed results, particularly when users watch live TV events on Comcast, Dish Network and DIRECTV apps.
While still in its infancy, mobile TV has the potential to mature into a big factor in the way we watch, interact and share with one another. Luckily, more prominent mobile TV applications make it easier than ever to take entertainment on the go and change the way you view television altogether.
Image source: Flickr
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