NBC is launching two free Olympic mobile apps. They’re available only to pay-TV subscribers who have MSNBC and CNBC as part of their service. Consumers can watch events and will also be able to look up athlete profiles. They’ll be able to do that on iPads, iPhones, and some Android devices. Oh, and there’ll be advertising too. OK, no surprise. You expected that with a free app.
NBC says it’s the first time all 3,500 hours of Olympic
events will be available on smartphone and tablet computers. But given the
time-line of smartphone and tablet invention, introduction, and adoption,
that’s not quite the mindboggelingly astonishing statement it must have sounded
like when they wrote the press release, but, hey, it’s the Olympics and it’s
apps!
Production and adoption chronology notwithstanding, it turns
out that 50% of U.S. mobile subscribers now have a smartphone. Oh, and not
totally unconnected, accelerated smartphone adoption has been accompanied with
the acceleration of app downloading, with that acceleration the average number
of apps per smartphone has jumped 66%, from an average of 30 up to 49. Most,
not surprisingly, have ended up on iPhones, followed by Android devices, and a
much, much smaller number of Blackberry devices. Yeah, no surprise there
either. No surprise too, that there are more studies out there about the “top
apps,” all based on “time-spent.”
Time-spent is one of those interesting factoids that are
easy to read, but – when it comes to incorporating advertising on apps (or any
other digital platform) – doesn’t have a lot to do with real engagement. What
does is the fact that when it comes to real engagement, digital works very
differently category-to-category, so the most challenging issue currently
facing brands is connecting their brand strategy to digital technology.
We’re going to address that, tomorrow, July 18th, at noon ET
when we’ll present “We’re on Facebook. Now What?” It’s real data on three
categories and 14 digital platforms that demonstrate how the critical locating
the intersection point of emotional and rational category dynamics and use of
digital communication platforms in the category can be in marketing and
advertising.
To register for this free presentation of findings from one
of the largest syndicated studies ever conducted on digital and brand
engagement, go to this link.
By the way, we managed to do this via a consumer
engagement-based Digital Platform GPS that is predictive of consumer behavior
in the marketplace.
Watch for the app!
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