Enable users to click from tune-in reminders to instantly engage with your multimedia platforms, anywhere, anytime.
It’s no secret that fewer people than ever are watching TV in front of the television. Instead they are consuming content via alternative devices like smartphones, tablets and tablets. According to a recent study by Deloitte, 56% of the TV and Film viewing by millennials ages 14-24 is on a computer, smartphone, tablet or gaming device - only 46% is via TV. Not only that, but a whopping 86% of U.S. consumers report doing something else while watching TV and most of these activities involve being online, or using some sort of alternate multimedia device.
The clear trend is that younger consumers are increasingly likely to consume TV on other platforms besides television, and to use other multimedia devices while watching television. What it comes down to is that people want the easiest access to content wherever they may be, which is not always in front of a television.
This is exactly why CalReply allows you to deep link consumers from calendar tune-in alerts to other multimedia platforms, like live streaming on your app or website. You can use the event notes of your calendar events to deep link viewers to any platform you want to drive engagement to, whether it is your website, your app or your social media pages.
What are Deep Links
A deep link is any link that directs a user past the home page of a native mobile app to content inside of it, for example, linking directly to a live stream of a sporting match instead of just opening the app itself.
In the context of mobile, deep linking allows you to link into a specific page or function inside of a native app, making an app linkable just like a website.
Why do you need Deep Links?
The real advantage of deep links is that users need only click one universal link to be directed to the experience you want them to have, whether they are on desktop or mobile, iOS or Android.
Unlike the internet, where any page can be referenced using the HTTP:// protocol, app pages are referenced by custom namespaces. For example Twitter uses the app namespace of TWITTER:// however when you type this into a web browser or link to it from an email, it doesn't work!
That is where deep linking comes in. Platforms such as Deeplink.me and Bitly enable marketers to map HTTP:// URLs to app specific URLs making it possible to link between apps, from the web into apps and from other marketing channels such as social media or email. Deep link services also allow you to configure a fallback link to use if the app is not installed on the user's mobile device. If the app is not installed you can fall back to a mobile website, or to the app store where users can download the app.
On Android, the Google Calendar device does not recognize the namespaces of apps installed on your phone so you have to use a deep link service if you want to link into an app.
For example, if you want to direct viewers to a live stream of a match, mobile users can click the deep link to open the live stream in your app and begin watching instantly.
If the user doesn’t have your app installed, they’ll be invited to download your app or taken to the mobile web experience. These links will continue to work the same as they always have for desktop users, directing your fans to the live stream on your website.
How to use Deep Links in your Calendar Events
Deep linking services such as Deeplink.me and Bitly allow you to configure an HTTP link that will ensure the user has the most relevant experience possible. Here is an example of the flow:
Your deep links can serve many different purposes and it is up to you how creative you want to get with it. Here are some of the most common ways that deep links can be used:
If you are a sporting league or broadcaster, it’s likely that your games are available for live stream online or in your app. Since viewers are looking to consume this content, especially when they are not home or in front of their TV, close the loop by linking them directly to the live stream from the tune-in alert. Here is an example of how FOX Sports is doing this:
Watch Clips or Episodes Online
For TV networks, most viewers are engaging with your content online or on-demand, so close the loop by linking them directly to your online content like trailers or new episodes. For example, FOX is using deep links to direct viewers to a preview clip before a new episode is aired and then to view the full episode when it is available on FOX.com
Second Screen Statistics
If your app offers real-time scoring or statistics around the content that users are being reminded to watch, then you can deep link users directly to this. For example, MLB deep link users directly to the MLB At Bat app where you can follow along in-app as the game unfolds.
App Downloads and Engagement
If you have an app, it is important to give consumers a reason to engage with it on a regular basis and deep linking is the perfect way to do this. Direct viewers to content that is exclusively available on your app - if they don’t already have the app, this is the perfect incentive to download it.
Upsell Paid Viewing Services
If you offer a paid package like NFL Sunday Ticket or MLB Game Pass, encourage viewers to purchase these services directly in the tune-in reminder. Since they’re already looking to view your content, this is the best time to upsell them into packages that make viewing even easier.
Click Through Rates Show Strong Engagement
By tracking click through rates, we can see that real-time traffic and engagement with the deep links spikes dramatically during the 15 minute period before and after an event begins. Anywhere from 3% to 12% of users engage with the deep links, indicating that calendar reminders drive high real-time engagement.
The future of consuming content is here and deep linking is not only convenient for your consumers, it’s necessary to keep up with the viewing trends of the times.