Tag Archives: Mobile

NAB 2017: Mobile Video & Second Screening

We have returned from Las Vegas with heads swimming with new information and experiences! Our topics of mobile video advertising and streaming were not covered as explicitly as we had hoped for, but “second screening” was a big success for us. We learned extremely engaging information from one session in particular, and you can hear Zildjian talk about this in the our video below.

Mobile VideoThe session was titled “2nd Screening as the Key to Effective TV Experience Enhancement & Audience Engagement.” Topics discussed included: how to use second screens effectively, how to enhance customer value, and how to generate overall involvement with the media.

Another session, “The Mobile App-Driven Video Revolution is Here,” addressed a wide variety of topics from AR (augmented reality) and its future with television, to the distribution issue that consumers will face trying to get the content they want. Olivia discusses the most important takeaways from this session in our video:


Overall at NAB, our production team learned a great deal about what the future of TV will look like, both through the use of apps and second screens. It is not enough to just have those components available; they have to be engaging for the audience to truly be effective. Only time will tell if these trends change our TV reality.

-Zildjian Bartels, Piper Davis, Olivia Guns & Madison Steffen

NAB Pre-Report: Mobile Video Takeover

A group of UNI Digital Media students are heading out to Las Vegas for the annual National Association of Broadcasters (NAB) Show! This is an exciting time to explore the latest and greatest in the fast-paced media industry, and the proliferation of Mobile Video is one of the topics we will be researching.

Technology is changing almost as fast as consumer preference for how to use the changing technology. The world of mobile devices is no exception. The concepts of second screening, mobile video advertising, and mobile streaming are all current trends in the mobile media industry.

Mobile Video TakeoverAs you may know, “second screening” is about using a second screen (mobile device) while watching television. The concept has expanded to include out-of-home advertisements that link to mobile devices for further engagement. For more information on this topic click here.

Mobile Video is on the rise and competing with traditional television viewing. Watching mobile video commands our full attention unlike TV where we often multi-task and watch at the same time.

Research has shown that consumers don’t want to read about a product, they want to watch a video before deciding on a purchase. As a result, mobile video advertising spending is on the rise.

One company is already ahead of the game when it comes to advertising on mobile devices. LoopMe is a UK-based startup, “with a mobile video programmatic platform that taps Artificial Intelligence and ‘deep personalization’ to deliver ads that are ‘laser targeted’ to individual users.” It will be interesting to see if other companies follow suit and advertising becomes even more targeted than it already is.

Mobile Video Takeover

Finally, consumers prefer to stream videos and movies on their mobile devices instead of their personal computers. An obvious reason for this shift is due to the fact that mobile screens are the screens of convenience for many consumers. While at the NAB Show, we will be exploring how these devices are used—some research shows that many consumers watch mobile content at home, and not on-the-go as the technology allows.

At the NAB Show we plan to interview mobile video companies and visit the various mobile streaming booths, but we also will talk with cable providers to gather their opinions on the matter. Will they agree that mobile is rising, and traditional is on the way out, or will they laugh in the face of a challenger? We’ll have a report after we return from the Show!

Zildjean Bartels, Piper Davis, Olivia Guns & Madison Steffen

 

BOOM! Storming The Beach of Advertising

Taking on an advertising campaign is like storming a beach with no clue what you will find once you land. Boom Beach, a mobile game, literally stormed the world with its large and successful advertising campaign. From showing in-game play to humorous stories and scenarios, Boom Beach and its creator Supercell, has really shown the mobile gaming world that they know how to conquer the island of mobile advertising.

Boom Beach

Boom Beach is a mobile game distributed through the App Store and the Google Play Store. Boom Beach is a free app which was released on November 11th, 2013 and was created by the company Supercell. Boom Beach is a strategy game where users invade other user’s islands and computer generated islands. Players use their island set in a tropical archipelago to defend their treasures and attack others to gain more. The main objective is to control islands that the Blackguard has taken over and defend from their attacks. Users grown their island and get better by upgrading their troops and defenses. The game uses different currencies in the game to allow upgrades but uses diamonds as a special currency that users can purchase through the game or gain for free in other ways.

(Boom Beach launch ad)

Boom Beach released their launch advertisement on March 28th of 2014. It showed game play the entire advertisement but it included people singing humorously to the background music. That ad now has over 1 million views on YouTube. Since then, Boom Beach has put out 16 official TV commercials and only 3 of those have under 1 million views on YouTube. Clearly Boom Beach and Supercell know what they are doing.

When it comes to the content of the commercials, most of them use humorous dialog that is simple and appeals to a lot of people. They refer to the user as HQ or headquarters. In my opinion, it makes the user feel very in control and gives them a sense of intelligence. They are the ones making the shot and they have to use their skills and strategy to win the island. Their tag line is ‘Come with a plan, or leave in defeat’ which really puts the pressure on the user to have a good strategy before attacking an island. In this commercial, they make fun of the user in a sense but also show the control they have.

Boom Beach’s campaign seems to have proven very successful. According to this YouTube blog post, Boom Beach’s most viewed ad on YouTube ranked at number 4 in 2015.

(Boom Beach’s most viewed and successful ad)

And according to MarketingLand.com, two of Boom Beach’s advertisements were number 8 and number 7 on their top advertisements of May in 2015. Boom Beach has been installed between 50,000,000 and 100,000,000 times from Google Play. Google Play and the App Store also have Boom Beach at a 4.5 rating out of 5. The App Store from Apple does not show numbers on how many times it has been installed.

It is pretty obvious that through their campaign they have peaked the interest of many consumers on the mobile platform. People want to see their ads even though they are silly cartoons and people want to play the game. I know from my experience that I feel a sense of accomplishment when taking over an island. I want to build my base and feel like I can make decisions in a simple game. Boom Beach has done an amazing job with attracting people and keeping them there as well.

If you have the chance to download Boom Beach and play it for a while, do it. Millions of people clearly enjoy it and I think you would too. They keep bringing people to their app every day and I think their advertisement campaign has done a lot to help it. Boom Beach definitely came with a plan and I don’t think they are leaving in defeat.

Do you think Boom Beach has had a successful campaign so far? Would you want to play Boom Beach? Do you play Boom Beach and if so what do you like or dislike the most?

Connor Kenney