19 Mar 2017

Push Alerts Generate 9x More Weather Video Traffic

In today’s mobile world, notifications can be both a blessing and a curse for companies and customers alike. You can blast out too many, saturating the market and dulling the viewer to your message, or you can send too few, being completely forgettable and, worse, ignorable. The key to striking the perfect medium of push notifications and viewing numbers is giving your targeted audience relevant information they want, when they want it, so that they don’t have to search for it themselves.

The location-based data that comes from mobile devices is a huge advantage to stations and broadcast engineers looking to hit increased viewer engagement goals. According to new numbers gathered by The Weather Company, an IBM Business, when TV stations send locally-relevant weather push alerts that drive to a video, there are higher engagement numbers for that content. And, since viewers would rather have weather content via a push alert than having to search for it, the delivery mechanism is spot on: They want the info that affects them to come to them.

Data-Driven Results

According to the data collected/sent from 30 weather apps over the period of the study, 8,086 videos were posted: 5,165 were posted to an app without any notification and 2,921 were posted to an app with a push notification. On average, videos posted without an app notification got 127 views, while those posted with a notification got 1,201 views. That’s an increase of nine times the viewership than the messages posted without a notification. Nine times!

So how can you engage viewers in a push notification? What do these viewers want to see? According to online research firm Localytics, the number one thing users want out of a notification is personalization: something in which they have already demonstrated an interest, location-specific information, and something that affects them directly. Weather fulfills all three.

Keywords Have Power

The fine line is the difference between actionable notifications and promotional ones. Viewers across the board want to see things that affect them personally – actionable and informative data and stories – while everything else can generally be considered advertising in the worst way.

Full Article:

Full Article: The Weather Company

Source : The Weather Company

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