We're Engaged! Did Your Brand Help Set the Bar on Social Engagement in 2012? - Jacqueline Corbelli, BrightLine

This has been a year plagued with secondscreen promises social TV fanaticism and enough apps to make your head spin So how can brands successfully and efficiently reach target consumers when resources and budgets are stretched so thin It39s proving fairly simple for 200 brands or so who are doing just that fearlessly innovating in a space cluttered with quotthe next revolutionquot and quot30 seconds of famequot My company BrightLine has worked tirelessly at the forefront this year to guide these marketers through the chaos to achieve goldstandard resultsAs the leading provider of advanced TV advertising solutions ours has been a frontrow seat to tremendous organic growth in the number of Fortune 500 marketers that chose to simply quotleadquot over the last 12 months while their brethren continue their fixation on quotshiny new objectsquot and stumble further off the path to successIt39s no secret that nearly all TV viewers watch their favorite programming while connected to at least one other device 56 percent of viewers watch television with a laptop 44 percent watch with a smartphone and 21 percent with a tablet This trend offers the greatest opportunity any of us have seen for achieving true crosschannel engagement Our InTelevision campaigns seamlessly combine them all and are driving phenomenal social impact for our clients These brands experienced an additional lift in visits of up to 100 percent to their Facebook pages and an average 25 percent lift in posttweet activity all by successfully engaging them first through their TV experience Additionally 62 percent of actual consumers are more likely to quotlikequot a brand on Facebook after engaging with InTelevision campaigns and 23 percent say they actually do This shift is not just evident from the behavior which has proved an absolute prerequisite to this and every other industry being transformed by digital technology but also from the growth in how many different kinds of brands are successfully using the approach ie marketer adoption the increasing size of ad dollars spent on InTelevision in 2012 and how frequently it is now being usedThe quot39Netquot The mass migration to TV ads that can effectively go beyond the 30second commercial and replace a monologue with a dialogue is not quothappening soonquot it39s quothappening nowquot The way to be instantly effective and reach maximum impact and engagement is allowing consumers to seamlessly engage with their favorite brand wherever whenever however they like That39s what InTelevision is achieving every time with consistent measurable predictable resultsIt39s my prediction that this new marketing trend will prove more and more pivotal to all major advertisers39 future success It39s time to get engaged with your consumers the quiet shift is turning torrent Take a cue from the 200plus brands that chose to lead in 2012 Look to 2013 to adopt bestinclass ways to shift your marketing spend to embrace seamless crosschannel TV engagement as the tunnel to the future Ipsos PrePost Survey Data BrightLine Facebook 2012REPRINTED FROM THE HUFFINGTON POSTJacqueline Corbelli is the coFounder Chairman and CEO of BrightLine an advertising and marketing firm which creates and implements interactive TV iTV advertising strategies that engage target consumers in a twoway dialogue with brands such as Unilever Glaxo SmithKline and Kellogg39s Accounting for 95 percent of all iTV activity BrightLine is recognized as the market leader in exploiting the latest digital technologies to create interactive brand experiences for television viewers Jacquie can be reached at jcorbellibrightlineitvcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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We're Engaged! Did Your Brand Help Set the Bar on Social Engagement in 2012? - Jacqueline Corbelli, BrightLine

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