Perspectives

Copyright 2019 by DNN Corp

 

From category archives: Blog

digital, social, TV, OTT, mobile

Holiday App Marketing

Holiday App Marketing
The value of the holidays in marketing apps is clear. The period from mid December through early January is, according to Apple, traditionally one of the most active in the app stores. During the holidays many people receive gifts of new mobile devices or iTunes/Google play gift cards. When each of those new phones, tablets or gift cards are activated, station apps can be top of mind, leading to downloads and daily activity.

The leader of the station app download effort, be it digital, news or promotion can establish the benchmark of where the app downloads and monthly active users for the family of station apps. With those numbers in mind, the station team can define new goals for growth in the weeks ahead. A strong six part plan can lead to a significant increase in app downloads and long term customer connections.

1. Look Like The Holidays
An easy starting point is to “decorate” your apps and app marketing experience with imagery and language that speaks to the holidays.

2. Leverage Your Station Inventory
Those images and promotional concepts can be offered across all platforms. Social media posts, social media ads, website ads, and promos on air can all be coordinated to give the maximum impact. With a drop in demand for TV inventory at some stations right after Christmas, there can often be an opportunity to leverage the station’s air time to help encourage downloads.

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Facebook Tactics for Your Brand

Facebook Tactics for Your Brand

By now you should be seeing the increasing importance of social media and Facebook in particular as a key component of your daily and rating book strategy. In the words of Share Rocket President Chris Kraft “Twitter alerts, Facebook converts” a clear message about its ability to get far more engagement, stickiness and overall loyalty from your fans. SmithGeiger research indicates that for many it has become as primary as your newscasts as their first source for news. The reach you can get from not only your brand but the aggregation of your talent along with your brand can often easily outdistance the reach from on-air topicals. So, as you gear up for November, here are a few tactics for your tool box:

Facebook recruit to view- A daily plan for every newscast by both your brand and each talent associated with the show. Stay away from overt “coming up at 5…” type language. Instead, both talent and the brand are best if the content is more native to platform language that accentuates the NOW or the effort going into a story that makes it unique “At 10 we have an entirely different story than the one you may have seen at 6…” At many stations this function is increasingly under the marketing department to work closely with both the brand and talent on the timing and tone of these that should generally post in the hour before air to give it time to surface in feeds. It makes good sense to integrate this with the topical efforts so there is brand congruity.

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Are Your Fall Premiere Efforts "Pixel Perfect"?

Are Your Fall Premiere Efforts "Pixel Perfect"?
The approach of Labor Day promises more than the end of summer time activities. It signals the beginning of the fall premieres. The audience has many choices not just in what programs they might watch but where and when they might watch them. For a successful fall for a TV station, the station leadership team needs to craft a three screen plan to build anticipation, help support audience conversations and generate audience participation around key prime time programs using all the screens the audience uses.

As stations plan fall promotional efforts, we can all learn from stations that make sure they are using every one of their 16:9 pixels on their main TV signal. While many of these promotional concepts are tried and true, being aggressive and consistent with one message across all dayparts using every pixel can help make sure audiences are aware and interested in new and returning programs. While radio, cable and digital out of home buys can be valuable parts of a station’s fall premiere schedule, in today’s challenging economic conditions, it is best to look to the platforms they control. These “owned” platforms include the station’s TV signal, digital platforms and social media accounts which when combined can create a strong sense that the station has something of importance on their air.

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Google News Lab - A Tool for Journalists

Google News Lab - A Tool for Journalists

As we all work to provide more Digital Integration into our newscasts and look for ways to find news with immediacy, it appears Google is here to help.

Recently Google announced their new journalism project called News Lab.

In the words of Google this project is designed to:

“empower innovation at the intersection of technology and media. Our mission is to collaborate with journalists and entrepreneurs to help build the future of media. And we’re tackling this in three ways: though ensuring our tools are made available to journalists around the world (and that newsrooms know how to use them); by getting helpful Google data sets in the hands of journalists everywhere; and through programs designed to build on some of the biggest opportunities that exist in the media industry today.”

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Smart Watches? Maybe… Glance Media? Absolutely!

Smart Watches?  Maybe… Glance Media?  Absolutely!

Hardly a day goes by without the announcement of one news or media organization positioning themselves to be one of the first with an app that works on the Apple watch. This post is not about the watch so much as it is the recognition of a changing ecosystem for news and information that takes another step forward with the arrival of the watch. For while the watch might be restricted to a subset of the affluent and super connected at first, a concept called glance media is very much an essential skill for any newsroom.

Apps For The Watch
The Weather Company, Dark Sky and other weather vendors have been among the most outspoken app creators speaking about their intent to offer apps built from scratch for the Apple watch. CNN, The New York Times and even the Economist, famous for their lengthy analysis of world affairs, plans to be available in some version on this new watch. Each of these news organizations sees a value in being able to quickly alert the audience to a short update or a piece of a larger story. The ability to “tap” the audience on the wrist and draw attention to a notification without the user doing anything outside of the audience looking down is a powerful new tool in the fight for the audience’s attention.

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Oscars Tips 2015

Oscars Tips 2015

The Oscars is the annual “big story” happening live on ABC affiliates. ABC stations can think of this as not just a one night broadcast but a multiple day party across multiple platforms.

Your goal can be to grow the ratings of the Oscars but we can also look to growing the shoulder programming around the event including the morning newscast the next day as well as growth of our digital and social engagement with the audience as they watch this event with their smart phone or tablet. GMA often has one of their bigger ratings days so there is a unique opportunity to retain much of the audience to your am efforts on all screens.

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Win Weather on All Screens - Checklist

Win Weather on All Screens - Checklist

We all know how weather is a critical part of our success in local TV news and increasingly a key ingredient in the information we offer in social and mobile. As we start 2015, we should ask ourselves if we have reviewed our three screen weather recently for how well we living up to our promises of urgency and impact that we keep in our on air news stories. If we have made a commitment to bringing the viewer the most up to the minute, live, and impactful information in the lead story, the same effort should be made with weather, which one can argue, is a never ending local breaking news story on all screens.

A check list can help the team discuss what we will do together to win weather on all screens. This series of questions are meant to help focus everyone…producer, anchor, weather, director, social media manager and digital producer… It is not just for the weather to create all this value…it is the station team.

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Committing to Making the Viewer LOOK UP

Committing to Making the Viewer LOOK UP
Next time you watch one of your newscasts on TV, you may be the only one really watching.

Are you ready to deal with that - ready to produce, write, and anchor news on one screen while viewers shuffle through what else interests them on other screens?

This year, there will be more distracted viewers than ever before. Multiple screen use while watching TV news is not a new issue, but its upward trajectory makes it as important as any issue in 2015.

Attacking the issue will add new dimensions to what you do - beginning with newscast critiques. The post-newscast question for 2015 is this: At what point(s), did you make me look (up)?

Simple question. Necessary question. With, tangible answers.

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