Max Engage

Increasing audience engagement on mobile

Business problem for television station WDBJ

As U.S. local advertising dollars shift to digital, legacy TV advertising continues to decline.

Solution for WDBJ - Max Engage:

• Heavily promoted on-air, on their website and via Facebook
• Used customized, geo-fenced push alerts
• Delivered relevant, short videos on a daily basis
• Differentiated themselves from national brands by telling a local story and putting the weather in context
• Developed and delivered content native to mobile
• Saved lives during tornado (see below)

Results

Within the first two months, WDBJ:

• Increased audience size and engagement
• Increased mobile video views from 6,000 to 236,000 per month
• Built a loyal, daily active user base
• Increased audience size and engagement

Sharanda got a warning on her @WDBJWeather app, got under a mattress in her basement with her 1yo baby girl. This is all that’s left of her home.

Results from WDBJ’s use in the first two months of Max Engage

• 70% Increased active users
• 36x Increased mobile video views
• 4 more sessions per user/month Increased audience engagement
• 100% Increased mobile page views

The performance data discussed herein is presented as derived under specific operating conditions. Actual results may vary.