Social TV Week in Review: Will the Future of TV be Connected TV or the Second Screen? Consumer Behavior Shifts an IndustryPosted: June 24, 2012 | |
When it comes to consumption, today’s television audiences are empowered with more choices than ever before. The TV industry needs to understand how consumer behavior is changing in order to effectively reach and measure their customers.
A new study from Frank N. Magid Associates highlights increased adoption of connected TVs, predicting “50% [growth] annually over the next few years”. The ability to stream content directly to the main screen poses an underlying threat to cable operators. In lieu of signing on to expensive subscription-based packages, consumers will likely flock to more reasonably priced/free options.
If Magid’s analysis is wrong, the threat may not be so imminent. According to Mindshare, “Connected TV penetration & usage will lag behind Second Screens…For advertisers, the real opportunity lies on the second screen”. The Online Publishers Association is the latest to confirm ‘skyrocketing’ tablet adoption, which will fuel these second screen experiences.
Ultimately, the consumer will decide if greater value is to be found in the second screen or connected TV. Industry players need to prepare for either scenario.
Pat McDonough, SVP of insight and analytics at Nielsen, wasn’t even referring to the rise of connected TVs and second screens when he illustrated the need to ‘redefine’ consumer measurement. Instead, McDonough referenced a MediaVest/Microsoft collaboration that found “25% of all media consumption takes place while people are working”. New methodologies need to factor in a substantial workplace audience, unaccounted for in traditional households measurement.
The bad news is OOH consumption, OTT consumption, tablet proliferation, and booming second screen usage inherently complicates the ability to measure audiences. The good news is viewers, who are engaged, mobile, and socially active, are more likely to share, recommend and dig deeper into content. At least that is the promise of Social TV. Kantar Media and Intel are a few of many verifying these trends (See related articles below).
Even though Social TV may be transformative, implementation still requires a great deal of tact. A new study from Edelman finds viewers are less inclined to talk about shows online when they are on air. Furthermore, Edelman’s chair of the U.S. western region, Gail Becker says, “Social networks offer great opportunities to brands, but audiences want to remain in control, and do not want to automatically share what they are viewing”. Despite the enthusiasm for engaging viewers on new levels, networks must tread cautiously or risk alienating consumers.
As always, follow the jump to more information on these stories and others. Thanks for reading Social TV News!
Social TV Takes Off via Brand Channel
A new study by Frank N. Magid Associates, reveals that one of every five consumers are using video game consoles, Blu-ray players or other devices to bring the Web into their living rooms on their television screens
Future of Connected TV via WPP
Connected TV penetration & usage will lag behind Second Screens. Most of the opportunities that. Connectivity creates are better suited to the Second Screen. Connected TV usage will mostly focus on Video. For advertisers, the real opportunity lies on the second screen
..the way Americans watch television and other forms of video programming is changing so rapidly that a top Nielsen executive says the media ratings giant has begun working with its clients to “redefine” the very nature of the households it measures. The reason, Pat McDonough, senior vice president-insight and analytics at Nielsen, said Monday during the opening session of the Advertising Research Foundation’s annual Audience Measurement conference in New York, is that Americans increasingly are accessing video programming from non-traditional devices and in non-traditional ways… the Media Behavior Institute, with MediaVest and Microsoft, which purported to be the first of its kind to measure media consumption while people are working…concluded that 25% of all media consumption takes place while people are working, and that much of that time spent consuming media isn’t measured, and most likely isn’t planned and targeted as part of conventional media-buying and advertising strategies.
America’s 67 million baby boomers once commanded advertisers’ attention because of their spending power and sheer number. But the prized demographic is now the millennial generation: the 98 million people ages 7 to 29. These digital natives represent nearly one-third of the U.S. population, and they’re proving an elusive target for networks and advertisers to reach.
The Rise of Social TV via Brad Mays
And, with the reported declines in monthly TV viewing, getting the people who are watching to pay more attention won’t hurt TV’s chances of weathering the increased pull of online video and other distractions.
…the majority of consumers still prefer to put down the smartphone and watch a program before taking to Facebook and Twitter, according to a new study by the public relations firm Edelman titled “Value and Engagement in the Era of Social Entertainment and Second Screens.”…Edelman’s findings are somewhat different from Nielsen data, which finds that the majority of television viewers use a tablet, smartphone or laptop while they’re watching television. And that may be the case, but if Edelman’s numbers are to be believed, they’re not using the gadgetry to share their opinions on “30 Rock”…
Study: Consumers Cautiously Mix Entertainment and Social Media via Home Media Magazine
“Two things are clear, audiences … do not want to be distracted, which is why they are more likely to comment online after viewing,” said Edelman’s Gail Becker, chair of the U.S. western region, Canada and Latin America. “Social networks offer great opportunities to brands, but audiences want to remain in control, and do not want to automatically share what they are viewing.”… the number of connected TV households could increase 50% annually over the next several years — action that could accelerate sales of smart TVs featuring embedded apps linking to entertainment and music options. Such consumer behavior doesn’t bode well for traditional cable and satellite TV operators, whose subscribers could ditch expensive bundled packages in exchange for less expensive streaming options online.
Brands will soon look for ways to extend the experience beyond the flatscreen and onto the mobile screen. The consumable, short format of the mobile device and brief attention of the mobile context offer opportunities for brands to extend an experience and connect with consumers. This trend will continue as the intersection of social TV gets more defined.
Tablet adoption explodes, study reveals key usage patterns via LostRemote
A new tablet study by the Online Publishers Association reveals that tablet adoption continues to skyrocket, now up to 31% of respondents — and a surprising 74% use the device daily… On the advertising front, such multitasking doesn’t dilute the tablet ad experience. Around one-third of heavy multitaskers in the study said tablet ads motivated them to research and purchase products.
Insomniacs More Likely to Watch TV Online [STUDY] via Mashable
Insomniacs are much more likely to use computers, tablets and cell phones as a way to watch television, and 30% spend more than 40 hours per week online, according to a new study by Resonate.
As the number of screens in our world grows, social TV will get smarter, more comprehensive, and more ingrained into the act of watching shows. Increased fan engagement has huge potential and TV networks are beginning to experiment with new formats to capitalize on this, such as NBC’s “Fashion Star,” where clothes seen onscreen can be purchased online within hours.
Twitter chief executive Dick Costolo has urged brands and their ad agencies to think about “real-time” marketing by coupling Twitter with TV advertising “to extend the runway of your investment”… The social media site is “the second screen to TV”, Costolo said, and brands should “connect the dots” of their marketing investment “on this screen to the one on that screen” for a multiple perspective.
Tech firms exploiting ‘second-screen’ craze via NY Post
With 9 of 10 tablet and smartphone owners using their gadgets to enhance their television-watching experience, Silicon Valley startups are rushing in to capitalize on the craze — known in the business as “second screens.”
Is Your Second Screen Synched? via Communications Technology
Strategy & Technology (S&T) unveiled a new solution for the synchronization of “second screen” application content with broadcast video…“The solution provides broadcasters the ability to synchronize their second-screen applications with both editorial and advertising content, independent of the content’s final distribution and delivery technology,” it adds.
Everything That’s Wrong With TV’s Approach to Social Media via ThinkProgress
I understand that networks like the idea of monetizing branded apps, but given the costs and irritations of development and maintenance, I’m hard-pressed to see why they wouldn’t decide that governing the after-show conversation through existing tools makes more sense… The larger problem is also just that, whether the conversation is taking place in a medium they control or not, television network social efforts often come across as hopelessly square, controlled to the point of utter dehydration.
5 thriving social TV apps via iMediaConnection
Yet, in the face of danger, TV has proven to be immortal, consistently dodging death at the hands of technological advancement. Currently, many consumers would rather take a paper cut than “cut the cord.” …According to Forrester Research, the amount of TV watched has jumped from four hours to five hours — per person, per day. So, technological advancement has not decreased TV viewing, but rather increased it, making it more vital to human life than ever before.
Good Features Demand Good Design via NYTimes
Take a look at that Smart TV interface: there are 26 places you can go, and that’s before you scroll to another page. The tangled mess of cables behind my TV may have disappeared, but there’s a new source of confusion right on my screen.
CBS to adapt Zynga game ‘Draw Something’ for TV via Variety
CBS has emerged the winner of a bidding war for the pilot of a primetime gameshow based on the Zynga mobile game “Draw Something” from Sony Pictures Television, Ryan Seacrest Prods. and Embassy Row.
Twitvid relaunches as Telly, a Pinterest for video via The Verge
Twitvid is today relaunching as Telly, a video curating site that lets you collect videos and post them inside specific topic pages …while Telly does add a whole new dimension to the old Twitvid, it still inevitably feels like yet another content curation app.
Why Airtime is socially wrong via Lance T. Peterson
…people generally increasingly prefer asynchronous communication where there is no need to communicate at the same time (text messages, email, tweets, Facebook postings) to synchronous (face-to-face meetings, phone calls, video chat, text chat). This is true even with people we are intimate with.
According to Rose, broadcasters are looking to take advantage of second screen capabilities and make live TV more social.
To promote the tenth season of “Project Runway,” Lifetime is relying on visual social networks like Pinterest, Instagram, Piictu and Viddy, which thus far have been largely untapped by TV networks…This will be the first time a TV show is integrating with Viddy…Lifetime’s “Fashion Time” board on Pinterest has just 221 followers, while the OfficialProjectRunway page on Instagram has 638 followers. In comparison, “Project Runway” has 116,500 followers on Twitter and 1.4 million fans on Facebook. But the “Project Runway” campaign seems to be less about reach than giving its core audience a new way to engage that is organic to the show’s roots in fashion.
In this interview, [Optimedia’s Executive Vice President and Business Development Director, Greg Kahn] also explains social TV’s subsequent evolution from a means to drive viewership offline to a cross platform focused delivery across mobile and table devices.
3 TV Shows that have Mastered Social Media Engagement via Litos Strategic Communication
In the age of technology it is not uncommon for people to sit on the couch watching their favorite show while connected to Social Media through their laptop, mobile phone, or tablet device. Many marketers of TV shows take notice of this constant social connection and use it to their advantage,
How Disney’s TV Everywhere apps complement Netflix via paidContent
While cable’s TV Everywhere initiative is usually perceived as a means of countering over-the-top services like Netflix, some of its early products seem downright complimentary.