In Depth
Mobile’s Gaining Ground at Bravo
Advertisers and Audiences Are Intrigued by Mobile Web
Is Lynne a good mom? Is Gretchen just a gold-digger?
Those are the questions that fans of “The Real Housewives of Orange County” on Bravo are chatting about on the mobile Web site for the show, a new-media venue that has seen its usage grow by leaps and bounds.
While the television business is seriously challenged by the down economy, networks are encouraged by big jumps in use of emerging mediums like mobile. Advertising interest is on the rise as well. More than 50 million people actively use the mobile Internet in the U.S.
Bravo doubled the number of consumers accessing its mobile Web site via cell phone from 2007 to 2008. In addition, mobile Web use took off in October 2008 and now is doubling month-over-month, though the network declined to share specific figures.
Toyota and Maybelline are among the recent sponsors for Bravo’s mobile efforts.
“We are trying to create buzz before, during and after a show airs and create a deeper experience to maximize the water-cooler effect,” said Lisa Hsia, senior VP of Bravo Digital Media.
Because mobile and online are inherently more interactive than TV, advertisers are relying on those mediums to deliver on engagement.
Among its mobile tools, Bravo offers live chats for its shows on mobile sites, as well as text voting, mobile fan clubs and mobile games. Those features are all sponsored.
Advertisers are keen on the mobile opportunity even during the recession, said Niles Lichtenstein, director of mobile strategy and integration at Ansible, the mobile division of advertising holding company IPG. Marketers are using mobile to interact with consumers during TV programs or commercials, add a layer of engagement to a print ad or create in-store experiences that encourage consumers to purchase, he said.
“For this reason, many brands are experimenting with mobile campaigns, despite cutbacks in other areas, and content providers are also scaling up their mobile capabilities,” he said. “Bravo’s expanded mobile initiatives are another sign that media companies are using mobile to engage an audience.”
About 63% of viewer voting for Bravo’s shows comes from mobile phone users, Ms. Hsia said. During the recent season of “Top Chef” that ended in March, mobile participation grew 37% each week.
In addition, the network hit records for the number of posts during mobile chats for “The Real Housewives of Orange County” finale and “The Real Housewives of New York City” premiere, with about 1,000 posts each during those telecasts in February.
The network has created a mobile video series to pair with reality show “Make Me a Supermodel.” In the mobile-exclusive series, models from the show coach regular people on makeovers and modeling challenges for eight episodes. The network also is running a Maybelline-sponsored online fantasy game in tandem with the series.
The network’s efforts on the Internet are growing, too. So far this season, “The Real Housewives of New York City” is outperforming season one, up 64% in page views, 95% in unique visitors and 67% in video streams.
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