Social TV Week in Review: The News! (+ Great Pros & Cons)Posted: October 7, 2012 | |
Can TV go social without being ruined? asks The Next Web. What if Social TV Is Less Social Than We Think? questions All Things D. What about The Two Biggest Hurdles Social TV Still Needs to Overcome? Ad Age wonders. If you need convincing, try letting Simon Mainwaring explain Why social media is critical to the future of TV. Allow MediaPost to assure you that the Future Of TV Looks Bright Thanks To Social Media. And if you’re still not sold let Social Media Week help you count the 5 Ways Social Media Is Improving Television.
For these and other great stories, please keep reading!
TV has stopped treating its consumers as “viewers” and has started treating them as “witnesses” and at times, active witnesses. Unlike a mere viewer, a ”witness” has a certain part to play in the event, sometimes even an active crucial role. Witnessing in itself has value, and the act of witnessing gives the witness an opportunity, even an obligation, to pass it on to their surroundings.
Advertising – Let’s Get Real (Time) via iMedia Connection
So why is our advertising stuck in the 20th Century? Why are our ads not as dynamic and up to date as the information we are constantly consuming through our unlimited data plans, broadband connections, and digital touchscreens? Some may shrug their shoulders thinking the technology is not there to facilitate such dynamic and fresh ads. I say hogwash. Only your imagination is limited… we’ve seen the advent of DCO, or Dynamic Creative Optimisation. This technology platform enables ad agencies and marketers to dynamically control (and optimise based on performance metrics) designated elements of their ad creative – whether it be copy, graphics, video, or even background colours… The technology is there, the partners are here, and now it’s up to more agencies and advertisers to move beyond dipping their toes in the water and dive in.
Prime Time Check-Ins Explode With Season Premieres via Media Post
GetGlue, disclosed comparative figures around this season’s premieres for the Fall network lineup. Growth has been well into the triple digits across most of the major shows.
IBC 2012 from the show floor, Part 1 via Videonet
To make TV social, Never.no first harvest what they call “fragmented media” from email, SMS, Facebook, Twitter, CRM systems and images with their tool called ADS (Auto Dialog System). Interactivity around real-time TV streams can then be managed by the TV operator from within a dedicated UI.
Engagement Vs Re-Engagement in Social TV Advertising And Monetization. Part 2. via Business 2 Community
Our second screen has the ability to directly involve the viewer with what they are watching. Choose your own adventure type formats, where direct audience participation influences what is being watched in real time. Again, polls, votes, questions, games and viewer choice formats mean that our viewers must be present to take part. They must be paying attention to our 2nd screen assets to participate and paying attention to our first screen to see the results of their participation. Their attention in other words must be in a constant closed loop with our content and to do that, they need continued calls to action to keep involved…We need to create Television experiences…. If you want to take part in the full experience, you have to be involved in the full experience… So, in order to engage, re-engage and drive new revenue, we must drive new experiences.
Synchronized Second-Screen technologies panorama via Video & Dev Breakthroughs
To make the connected devices aware of the content, all of these apps use either automatic content recognition (ACR) via fingerprinting or content tagging via audio watermarking, using the tablet’s microphone as the audio capture source. There are some other techniques, more or less identified, that can also be used, we’ll see it later on. Before going into a walkthrough of the available implementations, let’s examine the two main techniques they use
Second Screen Experiences and Why They Work via Social Media Club
Brands have an opportunity to reach their target audience when they are most engaged with viewing and apps. Brands have the ability to optimize their ads with call to actions, partner with shows, sports games, and live events.
Watching shows and movies on a tablet feels closer to what television viewing should be like in the 21st century than what 21st-century TVs actually deliver. Yes, there are “smart” televisions that come with Wi-Fi and video-streaming services like Netflix and Hulu Plus baked in, but they feel sluggish compared to tablets. Devices that help bridge the gap between Internet-based content and your living room’s television, like Apple TV and the Xbox 360, are pretty excellent, but once you’ve become accustomed to the speed and intimacy of using something like an iPad to watch your shows and films, it’s hard to deal with tech that’s not as responsive.
Romancing the Second Screen via MediaPost
Conan’s initiative, and similar ones by other networks, are a harbinger of where much of TV viewing is headed among the younger set. “Second-screen experiences” are starting to boom as the reach of iPads and other tablets widens… TV viewing has long been considered a chance to relax on the couch, but with so many people now unable to watch without a device in hand, a tablet app dovetails with consumer behavior.
PROS & CONS OF SOCIAL TV
Yes, smart TVs and second screen apps are transforming what it’s possible to do with television – from app stores to social viewing guides. The problem is that a lot of what’s out there right now just isn’t that compelling…Meanwhile, most ‘social’ apps that run on TV’s amount to nothing more than the opportunity to look at tweets while the show you’re watching plays in a small window in the corner of the screen.
What if Social TV Is Less Social Than We Think? via AllThingsD
But you could also draw a different conclusion which doesn’t flatter either GetGlue or Twitter much: Perhaps there isn’t that much social TV chatter, period. For instance, a new episode of “The Big Bang Theory” draws around 12 million viewers. But even if you use the most generous interpretation of GetGlue’s stats, the combined active GetGlue + Twitter social audience would be under 65,000 people — much less than 1 percent of CBS’s total.
Social TV is an incredibly powerful force, but measurement is in its infancy. We are currently looking for ways to gather more meaningful data and context… Facebook is the elephant in the room. It has tremendous potential to provide networks and media buyers context, rankings and aggregate data. Currently, there’s no great way to measure and monitor the volume of conversations on that platform. Twitter data is primarily public. I’m not suggesting Facebook should make its data public, but they could anonymously aggregate it in a way that shows the number of people talking about a certain show and compare it to other networks. This would allow us to present it to media buyers and monetize social chatter.
Why social media is critical to the future of TV via Simon Mainwaring
I talked about the shared future of TV and social media and wanted to pass on some thoughts from the event. I cannot stress enough how important the relationship between the two is, whether viewed through the lens of studios and network television, second- screen technology and e-commerce, or social media and viewer engagement. Here are four key reasons social media is so critical to the future of TV… “The future isn’t either traditional or digital: it’s a feedback loop between the two. Television fans want to get involved and be counted… So as you plan your content calendar for 2103, ask yourself what the marketplace will look like and how can you tell that story across multiple screens to get the greatest impact.
Future Of TV Looks Bright Thanks To Social Media via MediaPost
Last year, legendary adman John Hegarty offered a British reporter a compelling guide for making TV ads resonate in today’s media world … Use TV as the platform to widely distribute a spectacular spot and watch commentary (hopefully positive) cascade through Twitter, while YouTube views keep climbing… Of course, easier said than done since social media reaction can be wildly unpredictable… The VCR, cable, the Internet and DVRs were all supposed to wage successful warcraft against the major broadcast networks. Didn’t happen. “It’s a remarkably resilient medium,” he said. It shouldn’t be overlooked, though, that TV has received a nice gift with social media and all the opportunities that offers to give TV creative long legs.
5 Ways Social Media Is Improving Television via Social Media Week
The convergence of media and the proliferation of content are creating unparalleled opportunities for the television industry. TV is entering an era in which profitable, engaging, viewer-informed programming can take the industry to new economic and cultural heights. For the first time, powerful technologies enable us to gather real-time data and use it to make agile, smart decisions. In the hands of a great team, these disruptive, exciting technologies can help unleash enormous value across the entire life-cycle of a TV show.
Rather than resign themselves to audiences watching with half an eye, while posting pictures of kittens on Facebook, broadcasters are looking for ways to harness this trend to keep viewers engaged… Whatever the future holds, one thing is clear. As a species are likely to become ever more addicted to vast amounts of content – wherever it comes from.
In Changing News Landscape, Even Television is Vulnerable via Pew Research Center
there are now signs that television news – which so far has held onto its audience through the rise of the internet – also is increasingly vulnerable, as it may be losing its hold on the next generation of news consumers… Among adults younger than age 30, as many saw news on a social networking site the previous day (33%) as saw any television news (34%), with just 13% having read a newspaper either in print or digital form.
Your monthly cable or satellite bill just keeps going up — that’s the reality we all face. And while consumers are getting squeezed by price increases, they’re not alone: Bernstein Research analyst Craig Moffett sees a reckoning coming, as increases in the cost of programming are also outpacing cable or satellite providers’ ability to support them… That’s one reason why Dish is looking at rolling out over-the-top live TV and satellite broadband services. And it’s a reason why other providers — like Comcast and Time Warner Cable — are experimenting with cheaper bundles of programming that don’t include high-cost networks like ESPN. Because pretty soon, if they don’t, consumers won’t be able to afford what they’re offering.
According to Ernst & Young’s latest CEO study Opportunity and optimism: How CEOs are embracing digital growth released in September 2012, global media and entertainment CEOs are optimistic about the digital future and expect digital revenue will be a rapidly increasing percentage of overall revenue for companies.
SHOWS & NETWORKS
An inside look at Cinemax’s social TV strategy for ‘Hunted’ via Lost Remote
We’ve created a cross-platform narrative experience that gives people the chance to dig a little deeper into the storyworld of Hunted… It’s specifically designed to drive traffic through social sharing, and that’s absolutely being borne out in our traffic referrals. Each stage has social sharing components really integrated into the progressive story across the three major platforms (FB, Twitter, G+) along with GetGlue rewards at key stages. But more importantly, this was designed to be social in the sense of giving fans and communities something to talk ABOUT.
They partnered with EW and used their Pinterest, Instagram, YouTube, Facebook and Twitter presence to release exclusive clips… I’m sure there are a few fans of last season’s cast who were upset to hear this season will feature a whole new story, but the new storyline gives us a unique marketing angle; a hit show that has received 17 Emmy nominations is coming back, and you don’t have to have seen the first season to understand or follow.
Since no blockbuster movie in 2012 can have a home release without a second screen companion app for fans to dig through extra content while they watch, Sony has, naturally, announced one for The Amazing Spider-Man.
TruTV Syncs Social Chatter With TV Everywhere via Multichannel News
Turner Broadcasting System’s truTV is bringing the social conversation to TV Everywhere, with a new feature that synchronizes select Facebook and Twitter comments about its shows with episode playback on its website.
Digital Blitz for ‘Jersey Shore’ Final Season Begins via Mashable
The live stream, which begins two hours before the 10 p.m. ET season premiere and continues through the episode, is just one of many online elements MTV has planned to enhance the televised narrative.
The TV discovery app Peel used its real-time social platform to provide a second-screen interactive experience this spring for American Idol, and now it’s turning its lens in a different direction: Politics… Over the course of the debates, users will tap “cheer” or “boo” buttons for each candidate to register how they feel during specific parts.
Yahoo is working to increase voter engagement in this year’s presidential election with their launch of the election dashboard for the IntoNow app… Yahoo has also injected a whimsical tool into their dashboard — a meme generator.
CNN.com To Let Web Viewers Clip-And-Share Presidential Debates via Multichannel News
CNN will stream the four presidential and vice-presidential debates in October live online and to mobile devices for free — and is hoping to get viral traction by letting website visitors “clip-and-share” video from the high-profile events.
MTV Hosts Live Twitter Fact Check During Debate via Mashable
MTV, for one, will be partnering with FactCheck.org, a nonpartisan research organization, to monitor the debate in real time via Twitter. The partnership is a branch off of Power of 12 — an existing MTV effort to increase young voter participation.
A social TV preview ahead of tonight’s big debate via Lost Remote
For starters, Twitter has launched an event page to curate the best tweets, and YouTube and Xbox will stream the debate live. Media companies are live-blogging and live-tweeting, and second screen apps will encourage viewers to react in real time.
Sure, it was cool to see how many people were rooting for each candidate—around 57% said they were voting for Obama and some 30% picked Romney—but I expected some sort of interaction that actually involved the live event we were watching. There were no questions about Big Bird, no polls about zingers, no interesting graphs or polls about who was lying and who was telling the truth… Hopefully Microsoft steps it up for the next one.
Nielsen Marries TV, Online Ratings via Ad Age
Is an online viewer just as valuable to advertisers as a TV viewer? Up until now, the answer was no. Nielsen is looking to change that with the introduction today of its Cross-Platform Campaign Ratings, which will measure the number of people who watched a campaign only on TV, the number who viewed it digitally and the overlap between the two… Since traditional TV and the web typically use different metrics, it has been hard to calculate a campaign’s total reach and frequency across platforms… The CW move shows how cross-platform metrics could give TV networks more flexibility in their ad packages and a better sense of a program’s digital traction… “This is helping to equalize buying across online and TV,” said Kate Sirkin, exec VP and global research director for Starcom MediaVest Group
Is an Online Viewer Worth as Much as TV Viewer? Nielsen Says Yes! via Marketing Pilgrim
After the show airs on TV, in many cases, it moves to the internet. Only in this case, advertisers aren’t banging down the doors, offering up big bucks to run their ads on the show. Why? Mostly because of the notion that only viewers aren’t as valuable as TV viewers. And though that may have been true a few years ago, it’s not true anymore… The CW is the first network to test this theory and they’re doing it with the help of Nielsen’s Cross-Platform Campaign Ratings tool. The system bridges the gap between the way we measure a TV audience and the way we measure an online audience. If it works, it will deliver a single number that represents the total number of people who saw an ad during a TV show, no matter where they saw it… it’s clear that the old way of measuring TV success isn’t relevant anymore.
Why Is Pinterest Poking Around In TV Land? via Fast Company
So far we’ve been able to confirm that MTV, VH1, and Bravo are in the mix, though more are likely involved. While it’s too early to say what such meetings could yield, they serve as a sign of the two-year-old startup’s increasing interest in brands and media… TV brands have always played a big role in growing social platforms, and are likely a necessary part of Pinterest’s evolution. Twitter and Facebook have become intertwined with live-TV viewing; Instagram has worked with broadcast networks like CNN; and Foursquare has helped devise interesting applications with the History and Weather channels. On Pinterest, for example, we’re already seeing popular feeds from MTV and the Food Network. But as Hsia told me of up-and-coming social platforms, “You know, sometimes not everything is meant to be with TV.”
Social TV: Linking Content, Buzz and Sales via Think with Google
An obvious first question for advertisers, for instance, is whether it is better to advertise on the first screen (TV), second screen (digital devices), or both? These questions can only be answered through a better understanding of how people actually behave when performing TV-related social media activities… We analyzed millions of tweets and found that online consumer engagement, as measured by new Twitter followers and overall buzz, correlates directly to having an active social media strategy. When, for example, an advertisement contained a social media-based game, viewer engagement was sustained over the duration of the entire broadcast. Looking more deeply at the content of viewer responses, we also found that positive sentiment and levels of Twitter sharing – measures often used to quantify the effectiveness of TV ads – varied significantly by demographic category…M ost significantly, linking online buzz to sales, we found buzz an excellent predictor of sales.
Voters’ Tweet Volume Might Just Be Noise via The WSJ
Measures such as tweets per minute are “more valuable in telling us when things happen that have a resonance with the electorate than necessarily telling us which direction that impact is going to be,” Mr. Keeter said. Tweets per minute is a refinement of earlier measures used by Twitter to show heightened interest among its users in news events.
Now, however, it seems that media behemoth Viacom is also backing Zeebox for its US onslaught, joining the aforementioned companies “as strategic partners”, including investment, content and more… This is a major development for Zeebox, and will go some way towards cementing itself at the forefront of the second screen space.
Zeebox targets X Factor viewers with 2nd screen show via IP&TV News
Zeebox has partnered with interactive TV platform ShowCaster to launch an unendorsed second-screen TV show that will provide commentary and interactivity options for viewers watching X Factor on their main television. The new show (called #YAPPFACTOR) is exclusive to Zeebox and will feature comedian Jake Yapp’s tongue-in-cheek commentary on programme – live and in video as the show goes out, giving fans the chance to participate as they watch.
BSkyB, Channel 4 and Zeebox talk second-screen potential for TV via The Guardian
He outlined the four key drivers for second-screening. First: people want to find something to watch. Second: they want to get information about the show they’re watching. Third: they want to chat to friends. And fourth, they may want to buy things that they see on-screen… “Advertising I think ultimately will fuel this whole business.”… Gareth Capon, emerging products director at BSkyB, was also bullish about the commercial potential for second-screen apps and content, although he stressed that “the creative piece is the most important” element.
Even as Tivo’s stock languishes and its patent battles play out, the world of social, TV and touch screens are continuing to collide, and it’s fair to say that most of the most interesting innovation is coming form Internet-based startups, not the TV world… Think of the Tweek iOS app as the potential Tivo of the future, bringing you recommendations for TV shows and socialising your viewing experience. It solves two main problems for the user: Which content is worth my time? Where can I get it now?
WiOffer, a new mobile app platform which aims to connect TV viewers directly with advertisers… the technology is more focused on making a connection between viewer and brand which impacts the advertiser’s bottom line… Efforts to tap into the potential of the second screen for advertising purposes have been expanding, but WiO will be fighting not only the obstacles involved with consumer education efforts, the more popular Shazam app, time-shifted playback which allows users to skip TV ads entirely, but also the very real possibility that second screen advertising like this won’t ever really become a mainstream activity.
Virgin Media readying to launch belated second-screen intiative via paidContent
The app forms part of the provider’s upcoming “Virgin TV Anywhere” strategy, which will let subscribers view live and on-demand TV from their subscribed bouquets on devices other than their cable-connected TV.