Social TV Week In Review: Novemember 18Posted: November 18, 2012 | |
The Battle For Data From Social TV via Marketing Land
Tens of millions of Americans were still glued to their TV screens (not to mention the countless other millions around the globe); but, at the same time, many millions were furiously tweeting and picking up news from the social platform. And whilst this is great news for Twitter, it highlights growing issues for traditional broadcasters and brands.
‘Social Television’ will become the norm via Cream
Networks that understand the value of real-time interaction are using the social graph to gauge effectiveness of their marketing dollars and understand audience behavior and interests…TV personalities are leveraging social to generate compelling user generated content…Advertisers have also leveraged commercials to drive viewers to their social presence for awareness and promotional activities – often to publish user-generated content or participate in social experiences…To maintain high levels of engagement when primetime television seasons conclude, networks are developing new ways to retain fan relationships through extensions of television.
Social TV has big future, says TV3 via Rapid TV News
In an interview with Rapid TV News Spain, Alex Marquina Doménec, commercial director of New Business and Digital Media at TV3, said he believes that Social TV will cause a change in media consumption habits…The world of television is in the process of transformation, as happened a few years ago with the music industry and the press, but the main difference is the volume of business in the world TV advertising market, close to a 40% share of global investment.
Over the top: the new war for TV is just beginning via The Verge
How is it that you can get a dazzling new smartphone every year with an ever-growing list of features, a better display, and faster networking, but the experience of watching television in your living room remains almost exactly the same as it was five years ago? Why are TV and cable box interfaces so slow and ugly, and why are we still dealing with gigantic ugly cable box remotes festooned with colored buttons? The answer is simple: the only killer app for TV is TV itself. Granted an almost exclusive monopoly over the most valuable content in the living room, cable and satellite companies have developed their products in a competitive vacuum, insulated from the pace and intensity of innovation that has transformed every other part of the tech industry. Smartphones and tablets might have evolved into the apex predators of the technology jungle, but the cable DVR is the mutant fish at the bottom of the ocean that breathes sulfur instead of oxygen.
SHOWS & NETWORKS
Just about a year ago, Lost Remote’s Cory Bergman pointed out that TV sites should turn into second screens. A year later, TV networks have taken this advice and are now seeing record breaking results to their main dot coms.
Can’t get enough Doomsday Preppers? Feening for even more preps? Can’t wait to break down the latest episode with your friends? Now, thanks to our just announced partnership with IntoNow from Yahoo!, all that and more is at your fingertips.
HISTORY continues #ThankAVet campaign in honor of Veteran’s Day via Lost Remote
HISTORY is continuing their social TV campaign for social good in honor of Veteran’s Day. They will be “donating $1 to America’s VetDogs (up to $10,000) for every #thankavet tweet sent in honor of Veterans Day.”
The Politically Direct Social Dashboard, seen above, allows users to participate in and influence online and on-air coverage. Users can tag or react to tweets, or dive into particular issues that matter to them. The online experience displays volume and velocity of tweet sentiment from the entire, filtered Twitter firehouse through “bubbles” that expand and contract. Users can join in by signing in through Current.com or their own social network, providing the added benefit of social tie-in with outside social media.
Scripps, Turner in multiscreen content ventures via Fierce Online Video
Scripps Network Interactive and Turner Broadcasting System (TBS) are moving full-stream-ahead into pushing their content across multiple screens to multiple devices…The Clearleap technology captures live telecasts from Scripps’ Knoxville, Tenn., broadcast center, processes network programs for viewing in multiple formats and watermarks commercial ad spots to capture ratings data generated during the 75-hour window after shows are first telecast, the companies said.
Viacom CEO: MTV Is ‘Not Broken’ via Hollywood Reporter
And the company emphasized that it won’t let changing TV viewing habits affect its business without changing its strategies.
So of course they’re watching broadcast television, but they’re on cable, and they’re on their cell phones, and they’re on their Xboxes and Twitter and Facebook. It’s critical that we think holistically about the way we reach the audience… I think Twitter is a very symbiotic relationship. Of course they benefit — it’s their platform — but we benefit tremendously from Twitter. I don’t begrudge them their success. I’m grateful for their success because it’s helping drive our success. We’re burnishing our brand as a high-quality news provider, we’re sending traffic to our website, we’re sending viewers to television. We’re giving people an opportunity to talk and that breeds loyalty. If Twitter makes a lot of money, more power to them. We will too, with their help.
Music videos rank above online TV and traditional TV when it comes to viewers remembering and connecting with the ads accompanying the programming, and that’s because people feel a more intense emotional connection to music videos. At least according to Vevo’s Music Video vs. TV Neuroscience Research Study, conducted in partnership with Universal McCann… Music videos scored higher than online TV and traditional TV in terms of emotional intensity. Online TV actually scored the highest on engagement. But music videos were ranked highest when it came to memory encoding–that’s the storing and recalling of information in the brain–of the ads played alongside them
It seems that there’s an unforeseen side effect when viewers watch TV while also using so-called “second screens” (i.e. smart phone, tablet or laptop): They’re less likely to fast-forward through commercials and more likely to respond to audio-centric ads. To be sure, the findings should be taken with a grain of salt, not only because the study (“Deconstructing the Multi-Screener”) is one of the first to examine TV viewing habits in this way but also because it was conducted by Latitude Research with/for Bravo Media… One takeaway, then, for advertisers and the networks who want to please them, is to get viewers to take TV-watching multi-tasking to the next level. The more screens in front of viewers, the less likely they are to change channels or fast-forward. Bravo is especially mindful of this, offering an array of interactive second-screen opportunities for many of their properties.
The Evolution of Social TV via Business 2 Community
The merging of social media and television means a constant real-time feed of information, predictions, reactions, and, of course – ruined plotlines. For those consumers who record shows for later viewing, this can halt the use of social media for a period of time in order to avoid reading play-by-plays before watching the actual show… Luxury fashion retailer Neiman Marcus is leading the way in this profitable marketing opportunity. In partnership with Target, they created an entire campaign around the TV drama Revenge. The exclusive Target Neiman Marcus collection sponsored the Nov. 11 “midseason finale” episode… Target and Neiman Marcus strategically inserted themselves into a television show that attracts their target customer. This will increase general product awareness along with social visibility. The campaign included the hashtag #GiftofRevenge on Tweets from all of the brand and company Twitter handles. A digital video is also available online.
Broadcasting and Cable Editor-in-Chief Ben Grossman announced today he has joined Twitter’s media team as the Head of Global Operations…This is Twitter’s latest move to deepen its investment in TV, which is largely a relationship-driven industry. Grossman has worked at Broadcasting & Cable since 2005, and his digital rolodex is packed full of contacts from years of reporting and speaking.
Social media has irreversibly altered the media landscape, and the power relationship between big content brands, individual reporters and fans. But the major money makers — ad-rich TV and radio, in particular — will always, or at least for the foreseeable future, remain in the control of the powerful. So it’s best for them to lay off the micromanaging, and accept some bit of change.
Cuban and other corporate Facebook members are howling because new rules on the social network make it harder for brands to reach people without spending big money on sponsored posts…In addition to Myspace, Twitter and Tumblr are both ready, willing and able to support brand activation without holding followers hostage for additional revenue. And in the ironic department, Instagram has the same friction-free reach to followers that Twitter and Tumblr have but Facebook doesn’t.
Facebook Rolling Out Pages-Only Feed via Adweek
Facebook’s created a new version of News Feed just for you or any brand. Amid the marketer outcry over their page posts reaching fewer News Feeds, Facebook said today that is has begun rolling out a “Pages Only” News Feed that will only contain content from the pages a user has liked.
APPS & SERVICES
Never.No launches multiscreen social TV ad platform via Lost Remote
this a step forward by bringing any interaction that can take place on the 2nd screen, right back into the big screen. So users can use their (tablet/mobile/) and respond to an Interactive Ad format (polling/voting/gaming) and have those responses/results get displayed on the big screen during the Ad, or during the programming. This means truly interactive Ad formats across all screens and all screens working cohesively in a two way dialogue.
There’s a new social TV analytics company on the loose. Fizziology “uses human sentiment analysis – real people reading social media chatter from real people – to let networks know which new fall TV shows are driving the most positive and negative buzz online.”
Dijit released an updated version of it’s NextGuide today, with a raft of new features such as tighter integration with Facebook data, bookmarking and a number of search improvements.
Advanced Advertising: Zeebox Aims to Build One Second Screen App to Rule Them All via MultiChannel News
“Most advertisers want simplicity. The same is going to apply to the second screen as well,” he said. “What makes Zeebox attractive is it’s the same ad units across multiple shows.” Zeebox can also synchronize advertising content on the main screen — your television set — with the second screen to target creative that way, instead of advertisers spending large amounts of money and investment to have multiple types of creative for multiple audience segments on linear TV. It also keeps those TV ads clean of EBIF content that can be distracting… Zeebox is also seeing an average engagement length of 30 minutes, meaning users aren’t just using the app for discovery, but watching their show with it, which Forbes said “points toward a very compelling monetization story.”
Sidecastr’s new release brings to light one of the most important issues facing social TV – time shifting. It’s still impossible to go on social if you’re behind on one of your favorite, buzz worthy shows. Sidecastr is trying to solve this on their platform by having “conversations with friends captured against the timeline of a show, even when you can’t all watch at the same time”.
The Cross-Platform Report: A New Connected Community via Nielsen Wire
According to the latest Nielsen Cross-Platform Report, Americans spent more than 34 hours per week in front of a TV set in Q2, 2012, where they watched traditional TV, DVDs and played games. Most of the content from these activities was delivered to the TV set in a traditional manner– over broadcast, cable, satellite or telco connection– and a growing amount was delivered by Internet connection. Americans also added another five hours in front of the computer screen using the Internet, or watching video content, and an increasing amount of time using smartphones this quarter. Tablets and smartphones are proving to be new, novel and potentially necessary utilities, aiding Americans in connecting with the people and content they desire. These devices enable a new trans-generational community of connected consumers that crosses age, gender, race and ethnic lines to truly participate in the multitasking that used to be reserved for the young, or tech savvy elite.
“The burning question on everyone’s mind is if there is a consistent correlation between social media buzz versus tune-in,” Proulx says.
In the press release announcing the acquisition, Nielsen says social TV is becoming an increasingly important, with 50 percent of North American viewers interacting with social media while watching TV.
The question is, will the deal usher in a new era of receptivity and attention to digital media by the measurement giant, or is this just Nielsen ticking the “social media” box and moving on?…”The skyrocketing adoption and use of social media among consumers is transforming TV-watching into a more immediate and shared experience,” Steve Hasker, Nielsen’s president of global media products and advertiser solutions
“The opportunity in social TV is too big to ignore, and there is a need for standard metrics and research to uncover the effect of social TV on programming and advertising strategies,” NM Incite CEO Andrew Somosi said.
Social TV Metrics: Old World Meets New via Magic Ruby
Ad rates are set based on this ratings model, despite the commonplace acknowledgment that the model is not only imperfect at measuring what it intends to measure (television sets on, tuned to a program), but may not even be measuring what’s important. For in this 500+ channel watching, DVR-hopping, multiviewing, second screening world that we live in, where 65% of advertising is ignored, is it really the gross numbers of television sets on that matters?
Make It So: Google TV Revamp Adds Voice Navigation via Fast Compay
Google hopes to change its fortunes today with the launch of the third version of Google TV. The software upgrade introduces voice commands, an improved user interface, and better smartphone and tablet integration. (Clearly the company’s engineers have learned something from watching all that TV.) But most significantly, in spite of the company’s success on PC devices–YouTube receives more than 800 million monthly visitors, who watch roughly four billion hours of video–with the latest release of Google TV, it’s clear the company has realized it can’t simply port that same experience over to the big screen… In the TV world, however, few people search for content–they surf for it. The shift from search to discovery is an important move for Google TV, but the larger indication here is that Google is learning it can’t keep treating the TV like a PC.
Google’s video giant will provide a second round of funding to 30% to 40% of its original partners and will start notifying those getting more investment in the next few weeks… A year later, YouTube has a better feel for what worked, namely programming that appeals to a young demographic in genres like humor, music, cars and sports. What didn’t work? A celebrity name attached wasn’t enough… While channels failed for a lot of reasons, the ones that are succeeding have one common characteristic: they make building the audience as big a priority as creating content… The bigger challenge for YouTube is to get people watching longer, which allows YouTube to compete for TV ad budgets. Overall time spent per viewer on YouTube has grown nearly 60% in the past year from just under three hours a month in September 2011 to four hours, according to Nielsen.
Some of these shows have been runaway hits, while others have tanked. But the overall success rate is very much like on TV, according to data recently published by Screenrant. The TV blog did the math on the number of new network shows canceled after just one season, and discovered that on average, only 35 percent of shows make it to a second season.
What determines who makes the cut? Jamie Byrne, YouTube’s director of content strategy, says the site is most concerned about engagement — primarily the total “watch time” a channel has generated — and cost — how efficient programmers have been with their programming budget… Byrne and his boss Robert Kyncl are also not paying much attention to the channels’ financial performance — a tacit acknowledgement that advertising for the channels remains a work in progress.
“YouTube creators upload three or fewer videos a week, but are still spending a serious amount of time cross-pollinating their content across social channels,” a FanBridge spokesperson said. “Anyone looking at advertising on YouTube or brand marketers thinking about sponsoring a YouTube network would also be interested to see what to look for when comparing possible channels to get involved with.”
After the number of years I’ve been in traditional media, this really allows me to explore the next iteration of television. We’re dealing with a console that has 70 million connected boxes globally. Xbox is really something in the living room that nobody else has. People assume that Xbox is really focused on gamers, when you have all the different social aspects of Xbox Live.