Date post: | 28-Nov-2014 |
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Entertainment & Humor |
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Adam Shepperd • ADV 420 • Michigan State University • 4/6/13
Nick@Nite – Mobile is the Future
A mobile app should be developed to increase viewership, expand social media reach, and bolster revenue with the following features:
- Fan interaction
- Streaming shows on demand
- Games related to programming
Why a Mobile App?-In 2012, Nick@Nite viewership dropped 36% - now in 20th place for primetime
- TBS, a similar network, grew 23% and is in 7th place for prime
- Nick@Nite is not in the top 20 for the 18-49 demographic; TBS is 3rd
- ABC working on a live app, FX releasing mobile on demand service
- Social media reach exists with stars of current programming
Planning the Mobile App
Target Audience: - Predominately adults aged 30-45
- Male and female (skewed female)
- No specific ethnicity
- Middle class to “average” income
- Have children
- Watched syndicated shows when younger
Planning the Mobile App continued
Key Performance Indicators: - Utilizing Viacom synergy, drive traffic to
application
- Set goal of 25,000 new app users each month
- Promote using AdWords and social media, measure campaigns for effectiveness
Utilizing the Mobile App
Upon completion, the Nick@Nite app will:- Stream full episodes and clips of
programs with advertising spots
- Social media interaction with actors, directors, and producers
- Play games related to programming (Friends Bingo, George Lopez Airplane Adventure, etc.)
- Provide a live schedule/guide and allow user to set reminders for programming
- Include a photo app to put users in show scenes
Creating the Mobile App
Budget- $48,000 for 8 developers for 10 weeks- $30,000 for contractors/specialists- $30,000 per month in online advertising- $120,000 per year in bandwidth*- $70,000 for 2 Viacom social media
employees- $150,000 per year for employee
technical maintenance- $50,000 per year for actor social media
involvement
Yearly: $828,000 *will decrease as technology improves
Advertising the Mobile AppGoogle AdWords
- $30,000 per month of Top 6 keywords (television, channel, Friends, The Nanny, Full House, Nick) generates 320,000 impressions
- Click-through rate expected: 1%- 32,000 unique monthly visitors- Less than $1 per click
- Two or more advertising texts should be running at once to gauge effectiveness; after 5 days, drop worst performer and replace with new text
- Include keywords in text: “Your TV channel”, “Class TV shows”, “Friends on Nick@Nite”, etc.
Advertising the Mobile App continued
Twitter- Utilize established pages and actor accounts - Followers: Nick@Nite: 4,600, Nickelodeon: >1,000,000,
Scott Baio: >70,000, Jerry Trainor: >543,000. Total: >1,617,600
- Integrate feed with app
Facebook- Begin with free postings on affiliated pages - Likes: Nick@Nite: >69,500, Nickelodeon: >13,000,000,
MTV: >43,000,000, VH1: >5,700,000. Total: >61,769,500- Sponsor pages/postings if no traction is gained- Allow app to post to Facebook account
Thank You
Sources/References: - General Information: http://www.nickatnite.com , The New Media Driver’s License (Cole/Mehraban), and The New Rules of Marketing & PR (Scott)- Development Costs: http://kotaku.com/5986592/it-will-blow-your-mind-to-see-how-much-it-costs-to-add-one-new-character-to-a-fighting-game - Streaming Costs: http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/Stream-This!-Netflixs-Streaming-Costs-65503.aspx
May I take any questions?