Logo

Mobile’s Gaining Ground at Bravo

Mar 29, 2009  •  Post A Comment

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.

35 Comments

  1. Found your site today on Yahoo Search. Very nice site. Do you have a mailing list of some sort?

  2. Found your site today through Yahoo. Great blog you’ve got, bookmarked.

  3. My bro told me about this site just today. Great blog you’ve got!

  4. It’s really Shameful that we allow Extremist Foreign Political People on our soil just after numerous years of hatred towards our nation. The united states should get rid of the UN and teach every one of those extremists what we think of there riduculous ideology. Qaddafi, Ahmadinejad, Chavez, and numerous others have far to long been made welcome to this particular Sacred and Splendid land. I only say Enough will do, Shut our doors to these Hateful Bastards and Say No to the U.N. Get out, your NOT nor have never been welcome.

  5. My bro told me about this site just today. Great blog you’ve got!

  6. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  7. Hehe, u cant be serious??

  8. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  9. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  10. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  11. I like your blog.

  12. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  13. Great information http://www.ajozwiak.com

  14. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  15. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  16. I like your blog.

  17. High quality info here! Keep up the great work. I love the feelings being expressed.

  18. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  19. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  20. Greetings, I love your website. This is a nice site and I wanted to post a comment to let you know, nice job! Thanks!

  21. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  22. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  23. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  24. I the efforts you have put in this, thanks for all the great posts .

  25. Nice blog subject. thanks for letting me add something!

  26. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  27. Amazing freakin blog here. I almost cried while reading it!

  28. High quality info here! Keep up the great work. I love the feelings being expressed.

  29. The web site was absolutely fantastic! Plenty of wonderful advice and inspiration, both of which we all require! awings and more

  30. Great points! Going to require a decent amount of time to entertain the job.

Leave a Reply to Backlinks Cancel Reply

Email (will not be published)