I’m a massive multi-screener, and as it turns out so is pretty much everyone else in the developed world who owns a smartphone. It’s truly incredible how quickly this shift has happened (<2yrs).
Broadcasters love second screen experiences, because they drive more media engagement. Because of this, many big players in TV are investing second screen mobile experiences for their audiences. A good example is ITV with their XFactor and Britain’s Got Talent apps.
Advertisers love second screen ads, because they boost brand recall and almost double purchase intent.
At Brainient, we’re experiencing the rise of second screen from the front line. ITV, UK’s largest commercial broadcaster has chosen Brainient for the delivery of all their second screen ads. The engagement rate on these ads is stellar, ranging from 30% to 300% in some instances.
So if you’re a brand, give second screen a chance. You may realise it’s actually the holy grail of advertising, because it helps brands generate brand awareness while enabling people to actually make a purchase (or express their intent to make one).
The news hit the stands this morning that Brainient has signed a partnership with ITV, the largest commercial television network in the UK and one of the largest in Europe. This is big news for us, for a few reasons:
Firstly, it’s a sign that what we’ve been preaching as a company for the past four years – interactive video formats becoming the default in video advertising because they deliver substantial increase in performance – is finally mainstream and broadcasters like ITV are doubling down on interactive formats.
Secondly, it’s a testament to the quality of our product and our team’s ability to deliver interactive video formats at scale. In the first three quarters of 2013 we’ve delivered over 1,000 campaigns for customers in seven different territories. That’s a huge accomplishment for the small team we have here at Brainient.
Thirdly and most importantly, signing a customer like ITV is a key milestone for the company and one that’s already created a domino effect across many other blue chip customers in the UK and beyond.
I believe a company is only as good as the people it employs, and I couldn’t be more proud of the team we have at Brainient. I am fortunate to be able to learn new things from my team everyday and feel very lucky to be able to surround myself with amazing people.
You can read more about the deal here, and expect more good stuff from Brainient in the upcoming months. We’re only 2% into what we think is possible in digital advertising and we’re very excited about the new stuff we’re working on.