The news this week… Read the rest of this entry »
This week’s must read news items:
- Somrat Niyogi, founder of Miso, critiques the nascent social TV industry’s focus claiming, “We make it about the people in business, not a business for people” . Deriding the overextended focus of companion viewing services, he suggests companies concentrate on one value proposition and deliver it well.
- Chuck Parker, Chairman at Second Screen Society, offers a direct rebuttal. Parker turns to Apple as a prime example of how a company takes many diverse services (inherent in smart-phones) and condenses them into a singular, intuitive product.
- Jeff Schroer, co-founder of iBubblr, weighs in: “Strong content and the first-screen experience are still king. What consumers want are better ways to enjoy what they love. It really is that simple.”
- John Funge, cofounder and CEO of BrightContext talks about the “modern problem of “’real-time big data’”. He too calls for more differentiation and ‘ambition’ from second screen players.
- MarketsandMarkets projects social TV growth from $151.14 billion this year, to $256.44 billion by 2017.
- Nicholas Barr takes apart that projection line by line.
There’s much more happening in the news this week. As always, keep reading for all the latest stories! Read the rest of this entry »
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! Read the rest of this entry »
If you’re tuned in to the TV space there are a lot of great things to watch. More and more, networks are releasing their shows early or exclusively via online platforms (The Mindy Project on Hulu, Ben and Kate on Facebook, Smash on iTunes, Suit Up on Yahoo!, Raising Hope on Twitter etc.). Á la Alan Wurtzel’s ‘billion-dollar Olympic experiment’, many are betting that the online buzz from the type A viewer will drive ratings around linear debuts. It’s an interesting new delivery model that has networks testing their limits in the digital age.
The traditional networks aren’t the only ones experimenting…
Amazon, YouTube, Netflix, Hulu, even Xbox and Nintendo, are all looking to create their own content and move it across their own channels. When Netflix launched Lilly Hammer they didn’t just release a single episode premiere, they dumped the entire season online, all in one go. Companies like Netflix don’t have to play by the same rules as ad supported networks, nor do they have to mimic subscription cable services such as HBO.
It doesn’t stop at delivery…
As new players enter the space, they continue to shake up the establishment at all levels. YouTube’s director of product management, Shiva Rajaraman, suggests the 15 or 30-second spot is an anachronism of traditional TV. Branded content? Incentivized engagement? – are these the tools of the new marketer?
Apps are fanning the flames…
According to Adweek a new app called Matcha, “has already partnered with Netflix, iTunes, Hulu and Comcast’s Xfinity to provide users with access to 200,000 movie and TV titles they can elect to watch on the big screen or in some cases within the app itself”. When the networks and larger companies leave consumers wanting more, nimble start-ups rush to fill the gaps. Second screen experiences are moving beyond check-ins and sharing, to now offering discovery, recommendation, personalization and even their own original content.
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Take a look at a few of the headlines this week: Cablevision experiments with ‘communal television viewing’; Nintendo and Xbox dabble with TV delivery and interactive content production; Samsung to award $300,000 in the first ‘Second Screen Storytellers initiative’; Shazam applies its audio content recognition technology to TV, etc, etc. Technology is rapidly transforming the media landscape and everyone (from cable operators, to information technology companies to gaming and mobile app developers) is vying for a position in a still undefined space.
Let’s not forget about the broadcast and cable networks themselves!
New research from Avid and Ovum upholds, “75% of media executives believe online, social and mobile platforms actually drive audiences to watch more television content”. Marc DeBevoise, SVP-general manager at CBS Interactive, Peter Naylor, NBC Universal’s exec VP-digital media sales, and Jesse Redniss, SVP of digital for the USA Network, are among the outspoken executives who would likely corroborate Avid and Ovums findings.
So where does that leave Social TV?
In the modern age of television, traditional measurement systems struggle to adapt to the changing environment, but Social TV is well positioned against the chaos. Social data measurement is inherently a cross platform measurement; social data is collected across all screens and devices – it applies to live, recorded, VOD and streamed media alike. The social conversation is happening 24/7 and therefore measurement never really stops. All of this makes social data well defended against fragmentation and invaluable as a real-time, 360-degree evaluation of how viewers are responding to the programs they watch and the networks behind them.
There are some who dismiss Social TV as a trend among younger demographics who aren’t as heavy TV consumers. Yet this younger audience is also tech savvy, influential, vocal and has purchasing power. These characteristics make them some of the strongest and most valuable brand advocates ad money can buy. More importantly they are getting older. Soon millennials will settle into the couch while a new crop of ‘digital natives’ or ‘plurals’ will make them look ancient. Denying the power of Social TV because a generation of TV viewers on their way out hasn’t caught on is as misguided as it is damaging. Social TV is in great position to scale along side an evolving media landscape.
For more news from around the web, keep reading!
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This week Ad Age reported that Allstate would leverage consumer data gathered by Experian, Epsilon and AxiCom against data from Dish and DirecTV subscribers for the purpose of targeting and delivering ads strictly to renters. ‘Addressable ads’, as they are being called, are the latest implementation of big data to optimize ad spends.
In the same week Mindshare proclaimed, “Social TV heralds a new era of TV advertising where interruption and disruption is replaced by relevance and added value”. Social networks have a great ability to surface recommendations and deliver personalized content in an organic and low cost manner; that makes social data another important element in targeting consumers.
At the intersection of consumer data, set top box data and social data, ads are becoming more relevant than ever. As consumers continue to search and shop from mobile devices, location data will play a greater role as well.
Of course, digesting all these data, developing the mechanics to weigh all the variables and finally deliver the right ad, at the right time, in the right place is no easy feat. Still, the growing wealth of information we have at our disposal, to shape the creative and pinpoint the audience, makes it an exciting time for TV and advertising.
Read the rest of the Social TV news below: Read the rest of this entry »