make it pay: how to turn tv viewers into paying customers
TRANSCRIPT
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Tom McDonnellCEO & co-founder, Monterosa @tommcdonnell @monterosalondon
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“How to turn TV viewers into paying customers: two examples”
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Realtime TV interaction is an untapped acquisition funnel
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Getting it wrong is easy, but getting it right isn’t that hard.
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First, you need a great TV show or event and a free interactive experience.
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“Endemol & Channel 4's app for the Million Pound Drop game show has been the poster child for second screen apps”The Guardian
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Then you need a very persuasive Call to Action “come on, even my
Dad plays along!”
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>2,500,000 UK app users
Endemol & Channel 4’s Million Pound Drop Live
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Finally you need to offer a relevant, paid option for superfans.
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Playing “Anytime” is a paid upgrade
10% pay(industry average below 3%)
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Here’s another example, this time in sport.
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The Grand National is the UK’s biggest racing event, with over
£300m bet on just one chaotic race. But there’s one major problem…
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Dude, where is my horse?
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We work with Turftrax’s live tracking data to make the Grand National
experience better for mainstream fans. It’s called Horse Tracker and it’s about
to enter its second year…
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Track the speed, position and direction of any horse, in realtime and in sync with TV.
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#1 App with 165,000 instant app installs
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And now the revenue-generating part you’ve been
waiting for…
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You guessed it: in-app betting odds funnel the audience to the bookmaker’s app. An efficient acquisition channel.
BET £50 YOU COULD WIN £112,500
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We’re only just scratching the surface. @tommcdonnell | @monterosalondon | www.monterosa.co.uk