Google AdMob Case Study TV Guide Digital - Manual

AdMob Case Study | TV Guide Digital
About TV Guide Digital
• www.tvguide.com
• New York, NY
• TV Guide Digital includes TVGuide.com and TV
Guide Mobile. TVGuide.com reaches more than
23 million unique visitors per month and is a
one-stop entertainment destination for online
television, news, community and TV listings.
Goals
• Enable online users to access TV Guide Digital's
products regardless of the device users have
with them
• Build a new revenue stream through mobile
properties
Results
• 3 million app downloads across Android, iPad
and iPhone
“We took our time to get the app right - we have
loyal customers with high expectations and made
sure the app met those customer needs prior to
launch. We achieved 3 million downloads with
minimal advertising investment by leveraging our
existing properties to promote the app.”
— Christy Tanner, General Manager, TV Guide
Digital
TV Guide Digital's early expansion into mobile opens
up new revenue stream and provides new ways to
engage with consumers
Years before the launch of the iPhone, TV Guide Digital made its foray into mobile by
launching a WAP site. By October 2009, the company decided to invest more in
mobile by creating their first iPhone app. In just six months, this free TV Guide app
proved to be a success with over 1 million downloads. By August 2010, TV Guide
Digital added Android and iPad apps to their portfolio and the company continues
to see new opportunities for growth in mobile. Christy Tanner, General Manager
of TV Guide Digital, shares insights gained from the experience to help other
online companies exploring mobile as a new way to reach and engage with users.
Figuring out what mobile users want
One of the first lessons TV Guide learned was that mobile users expect
frequent and fast updates. Christy Tanner points out, “our development cycle on
mobile is almost as fast as our online business as we are constantly providing new
content and features to keep users engaged.” The company was surprised to see
that customers and advertisers expect the same features in the app that they have
on the website despite the smaller screen. However, Tanner exclaims, “the
feedback loop for a mobile app is much better than on the web. By monitoring
ratings and reviews we were able to promptly identify the features that customers
expected in the app. This instant feedback is a powerful tool that anyone developing
on mobile should use to their advantage.”