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Something happens when the World Cup or the Olympics roll in every four years. Or when the Superbowl or some other championship game is on. Viewers flock to their TV sets and of course, their apps! The excitement of a live event and the anticipation of the outcome are contagious – making viewers come back for more.
Watching shows such as live sporting events, breaking news, or the Emmys is all about experiencing time-sensitive content in the moment – even if you aren’t physically there.
The global video streaming market is estimated to be a $70 billion industry by 20211. It is no wonder that the media industry leads the pack in competing for eyeballs. And live content gives them an opportunity to engage audiences and share key cultural moments that not all industries can offer.
Promoting content just as it happens is one of the most genuine ways to excite your audience and make them look forward to moments that they shouldn’t miss. Invariably, apps get a massive boost in engagement with live content as users turn to their apps more often even if they’ve been inactive.
Oftentimes the difference between a winning engagement strategy and the rest can be a matter of seconds. If a sports score update reaches users even a minute late, the enjoyment of the game suffers. Worse, a competing app may have beaten you to the punch and declared the winner while your notification is delayed.
While most app publishers understand the importance of live user engagement, it’s challenging to get the right tools in place to effectively engage an audience watching live content.
Let’s say you want to reach your inactive users when their favorite team scores a goal so they can come back to your app and relive the glory of that moment. What are the things you need to be fully prepared to create immersive experiences in the moment?
When you send a campaign based on past behavior or other attributes such as demographics and geographics, CleverTap computes the segment each time to give you the freshest set of users qualifying for the segment. However, a past behavior computation might take anywhere from a few seconds to a few minutes depending on the size and complexity of the segment. And in a scenario with live content, those few moments could change everything.
That’s where precomputed segments comes in handy. You can identify key audience segments that you would like to engage during a live event and CleverTap will have these computed at periodic intervals throughout the day so that when it’s time for you to send breaking news, live game updates, or announce who won the Emmys, you can reach your target audience at just the right moment – without any lag.
Here are some campaign strategies that are working:
Time-sensitive content offers a huge opportunity for brands to stay relevant while using marketing strategies that build long-term brand value. Check out our user docs to learn more about precomputed segments and identify ways in which you can continue to grow your audience in 2019.