Viggle, the second screen TV app specialist, will enable its advertising partners to tack on a new “Add-To-DVR” call-to-action to their mobile campaigns after baking in new technology developed by Opera Mediaworks.
Adapted from Viggle’s Reminder technology, the ad unit communicates with a user’s DVR in real time to set up a recording.
“We expect to see the Add-to-DVR option drive tune-in among consumers, as they are reminded about their favorite shows through websites, banner and mobile ads,” said Viggle president and COO Greg Consiglio, in a statement. “As an added benefit, viewers who check into any TV programs with the Viggle app will earn points that can be redeemed for free movies, TV shows and music at Viggle.com.”
Viggle, which sees this capability as a way for advertisers to target viewers based on demographic or social-media activity, said it has already developed a pilot campaign for the new feature for a live broadcast event with a major TV network, but didn’t reveal the nature of the event or the network.
Consumers who fit the campaign’s criteria will be served a mobile ad in the form of a full-page, interstitial-video rich-media unit, which ends with the Add-to-DVR call to action. Users are then prompted to provide some information, including their ZIP code, email address, and service provider. From there, the d unit feeds the users’ details directly into their cable provider’s system to complete the connection and recording setup.
Viggle, which recently merged with Dijit Media, whose NextGuide helps users find and set reminders for TV shows, said its platform had a total reach of 22.5 million, including more than 7 million registered users, as of July 2014.