companion apps
Large numbers of people are currently holding a smartphone in their hands or having a tablet on their lap while watching programs on their TV screen. The challenge is to create content-rich companion apps that provide additional value to consumers.
When presented with relevant companion app content, TV viewers do a lot more than merely sit back and stare at the TV screen. Today’s active audiences are willing to spend more time with their favorite brands and even act as ambassadors, increasing brand reach and impact.
It’s time to hear more about this emerging consumer behavior. Let’s discuss the current TV companion apps landscape and try to understand its value for companies aiming to better advertise their products and services.
Key roles of companion apps
TV companion apps enable audiences to engage with other viewers in social networking conversations while a specific program is airing on the TV screen.
Companion applications are a more interactive and user-friendly alternative to the traditional TV programming guides.
Several media companies already developed companion apps that enable consumers to use them as TV remotes; these apps offer features including access to the programming guide, controlling the TV and scheduling program recordings.
Companion apps strategic value to the TV experience
We’re clearly talking about an interesting marketplace but as with any new innovative endeavor, there are some hurdles to be overcome. The speed of innovation in this domain is extremely rapid at the moment – both TV and mobile devices such as tablets and smartphones are available in a great deal of capabilities and features – and change is constant.
At any given point in time there will be a great number of different generations of mobile devices. App developers must adapt and create second screen products accordingly. It may not be really easy, but it’s possible and the business benefits of such companion apps make it totally worth it, the statistics speak for themselves.
The research and advisory firm Gartner predicts that by 2016, mobile apps use will be the “No. 1 way of engaging with brands.”
So, how should you approach the development of an app? Shortly, here are some key points to consider:
Companion apps are rapidly transforming the living room as we know it. If you want to know more about second screen apps and their role in the media marketplace, you can get in touch with us anytime here.
