NBC Universal’s Lisa Hsia picks three trends for 2015 in this exclusive IP&TV News guest post. Lisa will be appearing at this year’s TV Connect (28th – 30th April 2015 ExCel, London).
1. Using mobile and tying it to location based offers.
I can now use locations to create location-based content experiences, so that if you have our app and you’re walking by Starbucks (who are a sponsor), or if you’re a consumer using the app nearby, then they can offer you a discount: so ultimately for advertising and sponsorship I could finally prove activation at the point of purchase, which is one of advertising’s Holy Grails.
There’s a challenge to this: how not to bombard the user, how to make it a meaningful and not an irritating experience? At this point it’s so nascent that we don’t know what the experience of the user is going to be. We recently launched an app called the Daily Dish, which has all of Bravo’s latest news and happenings and interviews. We’re still in the test and learn mode with it, but I’m very interested to see what the possibilities are. It’s really test and learn to see if people want to absorb mobile content specifically made for the phone.
2. Adding a transactional layer to the TV watching experience
The question is, how to do this without turning TV into a home shopping only type network? At Bravo we have already experimented with many things – allowing fans to buy winning outfits on fashion competition shows, or to ‘get the look’ on the website – but nothing has really taken off on scale.
I had a conversation once with the CEO of a very well-known ecommerce brand, and he said that people don’t come to TV fan sites to buy, and that we won’t be able to convert the fans: if they want to shop, they’re going to go to his site. I don’t know if he’s right, but I’m hoping that mobile usage combined with the second screen and improved user experiences has got to ultimately open a path that can combine TV watching with purchase.
3. Exploiting data layers to grow customer base
It’s not exactly a surprising one, but I want to apply the data layers that we have increasingly available to us – whether it be through cookies, CRM data, or user registration – to grow our user base.
Up until now it’s been challenging. We’re not Amazon or Netflix. Cross platform measurement is not fully available yet, so we don’t have the data to prove the path that our consumers are taking from the TV to digital and other content platforms. But I’m focused in 2015 on trying to do a better job in pulling the different bits we do have together to tell us more about our audience, and to create a more personalised path to create the best experience that I can for each individual: if I can do that, they’ll be more satisfied and come back again and help us grow our universal base.