Ask networks where the value of Social TV lies and you’ll hear something like this: “At the core of social TV, is the notion of driving viewers to linear television so they can interact with a passionate community during or immediately following their favorite shows”. (That’s actually Brian Swarth, Showtime’s VP of Digital Services, in an interview with LostRemote).
One of the many ‘promises’ of Social TV is bringing scattered television audiences back into the fold, enticing the individual with a sense of community and driving everyone home to good, old-fashioned, measurable, live viewing. Once back on the ratings gold standard, the TV economy will continue along its course of perpetual prosperity – or so the thinking goes.
Cord cutting, fragmentation, time shifting and a few other buzz words have the industry starting to sweat. New research measuring the impact of Social TV offers a welcome glimmer of hope.
The Time Warner Research Council recently documented the effects of social media use in combination with TV watching. Chief Research Officer at Turner Broadcasting, Jack Wakshlag, summarized, “people use media to optimize their levels of interest and excitement”. In other words, social media enhances, rather than detracts from, the traditional viewing experience.
The novelty of Social TV and the inherent value in understanding viewer’s social behavior has provoked a plethora of studies in recent weeks. A collaborative research endeavor from IAB UK and ESPN, which focused on Euro 2012, found second screen devices (like social media) have a similar ability to generate meaningful engagement.
A third study from CMB Consumer Pulse has aimed to segment TV audiences by their diverse “needs and priorities”. Responding to CMB’s findings, Global Lead Analyst at KIT Digital, Alan Wolk observed that ‘recommendation’ and ‘mobile’ features were noticeably absent from consumer’s minds, despite their prominence in industry discussions. Wolk, highlights this discrepancy to make a point: “The key is that we are not delivering these features in the right way yet and thus, consumers don’t know what they need”.
‘Delivery’ is something Social TV is still figuring out. Should Social TV be on air social integration or second screen offerings? Should the second screen experience come from the original network or a separate provider? Above all, delivering Social TV to viewers needs to be authentic and seamless in order for it to win mass adoption. Simon Staffans of MediaCity makes a simple and adept analysis; we have moved from a world where Content is King to one where Context is King.
As always the full stories on the topics above can be found below. Other top stories focus on TV’s new digital competition; by hours of video viewed, Netflix may be the biggest network of them all! Meanwhile, Facebook, Microsoft and Google advance into the TV space. There’s much more in this week’s Social TV News! Read the rest of this entry »
It’s no secret how dependent we’ve become on our computers, phones and tablets. Therefore it should not surprise anyone that we bring these devices into the living room to play and work on while watching TV. This behavior will become more commonplace as devices continue to permeate our lives. Nielsen reports that in just the last year, “smartphone penetration has gone up 34 percent, tablet adoption is up 400 percent”.
The ‘second screen’ (a name bestowed upon any device once it occupies the same room as the TV), has captured the attention of networks and advertisers. According to Videonet, “ITV, the UK’s leading commercial broadcaster, is excited by the potential impact of second screen programme experiences”. Peter Scott of Turner Sports New Media claims, “Advertisers drive us to make a commitment to the second screen”.
So why the excitement? The second screen offers a powerful new medium for delivering content and engaging consumers. In theory, tracking people’s preferences through the Internet and the social graph is now possible on the second screen. This opens the door for greater personalization, or tailoring content to individual consumers. Second screen apps, can offer more targeted, less intrusive ads and even recommend content.
A new study from Thinkbox is one of many seeking to understand the consumer’s second screen behavior. Thinkbox found that additional screens in the living room keep viewers around during ad breaks, encourage more TV watching and do not affect ad recognition. Not all research has been as upbeat.
An NPD study revealed, “70 percent of survey respondents say they’ve watched TV on a device other than a TV”. Although some may use devices to enhance their TV viewing, others are using their devices to replace the first screen entirely. Ashley Swartz, principal of the New York-based consultancy Furious Minds, believes fragmentation across the second screen is a fundamental threat to content owners (See article below).
Tracking ROI from the second screen is another cause for concern. Tammy Franklin, SVP of affiliate sales and new media distribution at Scripps, believes that second screen TV apps today focus on discovery and engagement more so than on advertising revenue. At the 2nd Screen Summit in New York, John Douglas, of digital advertising delivery company DG, explained that second screen campaigns are difficult to compare against traditional ones.
The million-dollar question is, will the second screen provide additive value or will it become a distraction? The answer lies in how networks and advertisers are able to innovate and leverage the second screen.
As always, you can find more on all the Social TV News below (The top 100 advertisers increase spending in unmeasured media, Google lumbers into the TV market and more stories…) Read the rest of this entry »