Turner Announces Roll-Out of Second-Screen App
Turner is set to roll out ‘Gumball VIP’ in Australia and New Zealand at the beginning of 2019. The app is an innovative and unique experience that combines the linear TV viewing of Cartoon Network’s global hit series The Amazing World of Gumball with interactive second-screen activity.
Fans are encouraged to download the free ‘Gumball VIP’ app from the App Store or Google Play and will receive a push notification before linear transmission of the episodes. It then uses a robust audio watermarking technology (which connects to the episodes by listening for audio triggers) to pose fun quiz questions about what is happening on screen. Correct answers win stars and unlock codes, which can be redeemed on the Cartoon Network websites for prizes. The technology is licensed by Austrian start-up Tonio.
Patricia Hidalgo, Chief Content Officer, Turner EMEA and International Kids Strategy said, “Linear TV remains a key medium for kids, but what we need to do is ensure that it remains relevant in today’s world where there is a big shift in how our fans watch and engage with our content. Using this innovative technology allows us to do just that, by digitising the linear TV viewing experience and adding that all-important element of interactivity.”
Gumball VIP will roll out in a total of 10 Asia Pacific and Europe markets in the next six months.
Robi Stanton, General Manager of Turner Australia, New Zealand and Pacific Territories, adds: “The Gumball VIP app gives our fans a new and unique way to engage with this great show. At Turner, we’ve got the best fans who are passionate about our content. We can’t wait to launch this app in the region and give our fans a new and fresh way to experience our content and enter the amazing World of Gumball.”
In a 2017 trial, the app usage demonstrated an appetite for dual-screen activity, with average TVR increasing from previous comparable periods by up to 44 percent. Additionally, the second screen experience showed an uplift in older kids coming to the channel – proving that appointment-to-view moments can win linear audiences.
Daily reach amongst older kids (10-15) was up against all benchmarks during the trial, with a +22 percent increase year on year and a +108 percent increase versus February half term stats in 2017. In addition, Gumball VIP featured in the App Store top 10 during the trial period.
SELF-SERVICE WEB SITE ADVERTISING
Manage your own ads on this web site. For more, click the button below.