Social TV Is Getting Down to Business via Ad Age
“No one wants to see a pop-up in the middle of their program they love saying ‘Buy this!'” he said. “The primary screen is not the way to drive the commerce.” Second-screen marketing represents “a way to augment the experience without impacting the experience.” American Express is dabbling in the space to see if it can associate itself with consumers making purchases based on what they see in their favorite TV programs, having signed deals in the last few weeks with both News Corp.’s Fox and Comcast’s NBC Universal…Advertisers “are looking for more interaction” when they do deals that tie them to specific programs, said Jean Rossi, president of News Corp.
American Express Interactive Channel Is Set to Reach 50 Million Homes via New York Times
American Express is taking another step toward the new world of television that is always on, making a deal with BrightLine for a yearlong campaign centered on an interactive branded channel…The branded channel is providing viewers content that includes video clips, offers, games and information about American Express cards and promotions like Small Business Saturday…American Express is among a growing number of giant marketers exploring the ins and outs of interactive television, which appeals to them because ads can be directed at an audience and the results — or lack thereof — measured.
Why the ‘Live Web’ is the new TV via Venture Beat
Is the Live Web bigger than TV? Absolutely. First off, the continued progression of TV Everywhere, whereby authenticated subscribers to cable or satellite services have access to their cable video content on most connected devices, is going to result in TV becoming a virtual subset of the Live Web. This will happen within the next two years…Understanding the Live Web would allows publishers to create digital prime time for their content, create an outlet for content that can’t find a place in their traditional programming wheel, and create a direct and recurring connection with their users instead of leaving the discovery of their content to search.
Somebody Needs To Tell Notre Dame That There’s No ROI On Twitter! via Barry Cunningham
And then it popped up. Right there on Twitter, for all of us wannabe leprechaun’s to see. Someone, maybe Notre Dame, maybe a vendor, but someone with their wits about them somehow owned the top of Twitter and featured Notre Dame gear…While Kirk Herbstreit and Brent Musberger were readying their post-game analysis, somebody was already on it preparing to take millions of dollars of orders. That is the power of #socialtv. That is the power of real-time marketing. That is realizing a serious ROI on Twitter…People are spending tens of thousands if not hundreds of thousands of dollars on commercials and completely missing the boat on how a simple social media campaign executed in real-time can reap some serious benefits. Both in actual cash and affinity.
Introducing My Revolutionary Social-Media Startup, SocialSocializing via Ad Age [SATIRE]
Well, my killer team and I are hard at work tweaking the interface, and we don’t want to reveal too much quite yet, but basically SocialSocializing, as we’ve named our product, will re-revolutionize the social-media revolution in a revolutionary new fashion that re-engages consumer engagement engagingly. And we’re dong it by getting back to basics.
My next big thing via Fabrizio Capobianco
The iPad mini is the perfect companion to your TV. It is the remote control of the future. At $329, Apple is going to sell a boatloads of them this Christmas…88% of iPad owners use it in front of the TV. People in the US spend almost five hours a day watching TV (ouch 😉 It is still our favorite pastime, by far. All of a sudden, it is possible to talk with your friends, who are watching TV at the same time. It is called Social TV. Read the rest of this entry »
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. Read the rest of this entry »
Back in May I went to DigitalFlashNYC’s Internet Week event “Social TV – What’s Really Happening?” The colorful Sabrina Caluori, VP Social Media, HBO, eloquently summarized her thoughts on the subject at hand: “Social TV is bullshit”. It was a calculated declaration, echoing the opinions of many experts who complain that TV is, and has always been, fundamentally social.
Does Social TV exist as something more than a redundancy? What’s in it for viewers, and what’s at stake for the industry? I address these questions in brief below:
What is Social TV?
Internet access and device proliferation are on the rise, moving forward in tandem with the next generation’s social media dependency and 360° entertainment demands. Semantics aside, ‘Social TV’ simply gives us a way to talk about new TV watching behaviors and the technologies that power them.
What does it mean for the viewer?
Your voice counts: Social media channels have amplified the voices of millions of TV viewers and delivered their feedback to content producers and show talent instantaneously. Additionally, the ability to build or join online communities around shows is getting easier and the experience is more rewarding than ever. Strong communities act collectively as brand advocates. In several high profile cases (Community, Fringe), fans have organized to bring programs back from the brink of extinction.
What does it mean for the industry?
Big data: When millions of viewers access TV through social media channels they leave behind a trail of data. Of the many byproducts of Social TV, Big Data are one most promising. TV brands and advertisers can use social data to develop campaigns and strategies. They can use data to personalize content and make it more relevant. Networks are using the data to complement ratings and help sell ad time. Entire businesses are emerging from second screen services, to ad sync programs, to analytics and SRM platforms.
New Terms of Service
Social TV is just one aspect of a changing television environment. Views are interacting with and consuming TV in new ways and starting to look for content on their own terms.
What does it mean for the viewer?
More control: Viewer’s have more ways to access content than ever before. My own TV diet is a balanced regimen of TV, DVR, Streaming, Netflix and Hulu. I’ll flip open my laptop as readily as I reach for the remote. For the first time, viewers can create their own pay-as-you-go packages for TV. They can hack together their own anytime, anywhere bundle. While these experiences may not be flawless (currently), they continue to improve.
What does it mean for the industry?
Consumers are no longer entirely dependent on the traditional providers. Recent disputes between cable operators and media holding companies (AMC vs. Dish, Viacom vs. DirecTV) had consumers caught in the middle, cut off to programs that they want or expect their bill to cover. Netflix, Hulu, YouTube, and Amazon are some of the big names aiming to deliver original, high quality content through new channels that could side step costly arrangements which leave consumers out.
Cable operators, networks, advertisers, producers, hardware/software companies and everyone else who has a stake in the TV industry is rightfully concerned with how today’s viewers are watching television. PEW, IHS Screen Digest, Futurescape, IAB are among the most recent organizations to release their findings on Social TV and viewing habits (for full articles and findings see below). Whether audiences are undermining business models or creating the opportunity to build new ones, the industry must know how to react accordingly.
Follow the jump for the top Social TV News from around the web.
Technology is radically changing consumer behavior and forcing the TV industry to adapt. Out of chaos comes opportunity.
Chaos: DVR and Cross Platform Fragmentation – Are Nielsen’s overnight ratings loosing relevance?
This week, USA Today illustrated how Nielsen’s time-shifted data, coming in weeklong delay, can rebrand networks as winners or losers. Furthermore, “Just 47% of viewing by young-adult DVR users was live, down from 61% four years earlier”. If these trends continue, the traditional overnight ratings will loose value as the currency of the TV economy.
Two separate analyses conducted by comScore and Arbitron and backed by the Coalition for Innovative Media Measurement, found multi-screen TV engagement is on the rise (see articles below). Jeff Siegel, SVP of Worldwide Advertising at Rovi, acknowledges, “Challenges exist for advertisers as they strive to measure effectiveness of campaigns on new platforms and across a fragmented viewership”. With cross platform and social media measurement in increasingly high demand, traditional overnight ratings will further decrease in value.
Opportunity: Big Data and Social TV
Its not all doom and gloom. Eric Savitz, writing for Forbes, claims OTT distribution may actually be strengthening viewer relationships with brands by creating more opportunities for interaction. Among the more exciting perks waiting online are enhanced CRM capabilities and, once the wrinkles are ironed out, the tremendous power of big data.
Start-ups, television manufacturers and cable operators are scrambling to market with second screen applications designed to bring wandering consumers back into the fold. Albert Cheng, executive VP of digital media and chief product officer at Disney-ABC Television Group, remains skeptical of Social TV, citing a relatively small audience and the cost of having writers create supplementary content. Still brands and networks from Viacom, Discovery Communications, the Food Network, USA, A&E, Coke and Pepsi are all wading into the Social TV waters (see related articles below) hoping to cash in.
For all this news and more (Twitter is launching brand pages surrounding hashtags!) keep reading the Social TV News. Read the rest of this entry »