AMSTERDAM — Dual exposure on a second screen app and on TV can drive big lifts in brand awareness and likeability, says Greg Consiglio, President and Chief Operating Officer for second screen service Viggle in an interview with Beet.TV from IBC at the 2nd Screen Summit. Citing a study Viggle conducted with Nielsen earlier this year, he says brands have seen improvements from 11% to 50% in recall, purchase intent and other key metrics from ads that run across a companion app and TV, compared to ads running only on TV.
Viggle counts more than 50 brand advertisers using its app. The company generated nearly $14 million in revenue for the 2013 fiscal year, more than eight times its revenue from the year before. Viggle operates like a loyalty program for TV viewing, rewarding viewers for checking in for watching shows. Expect more studies in the coming weeks on ad effectiveness in second screen environments, Consiglio says.
