Zeebox Boasts 30 Minute Engagement Rates

By on 02/25/2013 7:23 PM @daisywhitney

About 40% of US consumers use their smartphones while watching TV, but they’re often emailing or posting on Facebook rather than interacting with TV shows on their phone, says Jason Forbes, Managing Director of Zeebox, a second-screen app, at the Beet.TV executive retreat earlier this month. He spoke with Lisa Hsia, Executive VP Digital Media at Bravo, a Zeebox partner, at the event.

“We give consumers a reason to engage with the TV,” he says, referring to the second-screen app. He adds that the average Zeebox engagement is 30 minutes per session.

The Zeebox service ties into social media, but it also includes e-commerce and discovery features, as well as interactivity. That could include viewing parties or live chats, for example, he says. “Social is one part, but you might not be into what your friends are watching, so we also find communities based on what you like,” he explains. Zeebox works with programming partners and advertisers to synchronize ads across the app and the TV screen. That could include watching a car commercial and signing up for a test drive using the app.

Zeebox is gearing up for the pending TV upfront and pitching synchronized ad packages to programmers, such as ecommerce tie-ins that enable viewers to buy products seen in a show. “Our data suggests 15% of consumers want to buy what they’ve seen,” he says.

Recent Videos
519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

image
TV-Synced Digital Ads Next Best To Addressable TV: IPG’s Stoller

We may not yet have reached the point at which so-called “addressable TV”, the ability to target individual connected televisions with unique advertising, is mass-market – but we have reached a close second, thanks to a combination of dumb TVs and smart devices. “Everyone would like ...

image
Addressable Screens Will Deliver High ROI: IPG Mediabrands’ Tajer

The scope and scale of the addressable TV market is bound to grow over the coming years, but that’s not all. Addressable screens are also likely to come onto the scene as TV operators stitch more devices into their content ecosystems, according to Henry Tajer, who became CEO of IPG Mediabrands in May. ...

image
True TV Addressability Is Still Off in the Future: Furious Corp.’s Swartz

While it seems inevitable that targeting TV audiences at a set-top box level will become a widespread practice, the targeting of individual households at massive scale seems like a less assured eventuality. “This is really about human behavior; it’s not really about what technology will allow,” says ...

loader