Blog

Is pluk just a fad, or is it important for advertisers?

You might not have heard of pluk. It’s a mobile application that allows users to “pluk” offers that they see on TV. You simply activate the app, which listens to the TV ad and lets you, as the pluk site states: “make instant purchases, grab offers, download vouchers, access special content and lots more immediately!”

The idea is that this will contribute to the ‘second screen’ of advertising, allowing people to interact with ads from brands that interest them. Advertisers can worry less about moving possible customers from watching the ad to purchasing offers or interacting.

However, this is all predicated on the notion that people will automatically have pluk on when they are watching TV or will go to the effort to use it often. This is the core issue we have with pluk. Let’s say you’re watching an ad. The little pluk logo appears in the corner. Are you immediately going to get out your phone and activate the app? Unless you’re a prolific shopper this just doesn’t seem like the kind of app you would actively have on. As a result, the initial buzz of using pluk could run the risk of petering out. What is the incentive for shoppers, especially when the majority of users will have access to a laptop and/or tablet and are probably using these at the same time as their phone and watching TV?

Nevertheless, pluk has been met with quick uptake from users with over 10,000 people having downloaded the app within a few days since its launch in January last year. The Block NZ sponsors were one of the first to utilise pluk, with Kiwibank allowing users to download their nifty RenoMate budgeting tracker, while Mazda encouraged viewers to test drive their BT-50 ute, which has been seen throughout the show.

So is pluk the future of the second screen phenomenon? Maybe, but with television itself is on its way to becoming inherently digital with internet access, we imagine pluk being replaced by your trusty TV remote. With just a push of a dollar sign button on your remote, you could instantly purchase these items.

Of course, we could be wrong.

Maybe pluk does have some additional value, case in point, enhanced user experiences such as recipe downloads while watching NZ Beef + Lamb commercials, or donating to Surf Lifesaving charities.


Add your Comment

   
 
 
 
 
   

Fields marked with * are mandatory

Recent Posts


Engaging with the New Zealand Rural Sector
What is a Marketing Audit?
Things franchisees should know about digital marketing
Are you as accessible to your customers as possible?
Why we partner with Google and why you should partner with us
Social Media trending in New Zealand
Ideas for Fonterra?
Coffee to go?
The Importance of Mobile
Farming in the city?
The future of delivery?
The future of lunch at your desk?
Digital Priotiries
Merchants of Doubt
Are you fully booked?
Successful Business Networking: #3 – Fire!
Where does e-commerce fit in your business?
Successful Business Networking: #2 – Aim!
Successful Business Networking: #1 Ready!
Does your business strategy reflect digital reality?
Google has spoken!
7 Daily Promises That Create Sales Success
Starting and growing your own business
Brand storytelling
New Zealand beats Australia!
What are your potential customers thinking about?
Digital Marketing – Part 2
2014 search behaviors
Google keeps us on our toes!
Don’t settle for second best marketing
Are you digital savvy?
Digital Marketing: Getting with the programme – Part 1
Blogging your way to success
Information on the move?
Social media laggards (Why is New Zealand’s reputation as early adopters only partly true?)
What are New Zealand’s senior managers frightened of?
7 Tips on creating a business blog that works!
Facing up to the digital facts
The ‘must’ of mobile communication
Tough times need fresh eyes?
Getting to the heart of marketing success with a tight marketing budget
Don't wait!
Tips on increasing your Yelp reviews
Hashtags and why you should use them
What’s Your Best Social Media Marketing Tool?
A tongue in cheek look at some well known brands.
Nostalgia is in!
What sparked that?
Cool social media tools
Digital Multi Tasking
Wi-Fi Tech Statistics you should know
Digital Television Consumption
Power to the People
What’s hot in Social Media
Statistics you shouldn't miss
Technology Takeover!
The history of mobile phones
Looking to increase your Twitter profile?
Lessons from the Music Industry for all businesses
If you thought Google was key to the digital future – look at them now
10 terrible examples of slogan translation
Getting your A into G with Social Media Marketing
Brands We Trust
What's in a name?
Live tweeting...what is it?
Google’s new Android operating system
Is pluk just a fad, or is it important for advertisers?
Twitter’s Conversation Changes
Domino’s DomiCopter — a glimpse of the future, or just a marketing gimmick?
What does Facebook’s graph search say about the world we live in?
Using LinkedIn for business
FlashBack — The 13 Best Commercials of 2012
10 Great Examples of Pinterest brand usage
What does the Latest Penguin algorithm mean for search results and business?
What are YouTube paid channels?
Is the Zero Moment of Truth still relevant since its release in 2011