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 »
No time to write this week, but here (as always) are links to to some of the biggest stories. Read on for more general news and new research. Don’t miss stories on Facebook, Google, Apple, Twitter, TVGuide, apps and networks! Read the rest of this entry »
Social TV Week In Review: Growth & Tech in The TV Market – Twitter and Facebook Battle for the MoneyPosted: July 15, 2012 | |
Even amidst a staggering global economy, the television industry is poised to grow. IDATE’s DigiWorld Institute, a leading center for Europe’s market analysis in the telecomm, internet and media industries, forecasts that the global TV market will grow at an annual rate of 4.7% to €355 billion (US $435B) by 2020.
The emerging technologies that are pushing TV ahead from behind the scenes deserve due credit for some of this growth. Gilles Fontaine, IDATE’s Deputy CEO and Project Manager for the report, envisions new distribution models: “the digital store (an open platform that makes all content available to viewers) and self-supply (thanks to the destruction of the exclusive link between the access network and the TV set)”. These distribution models are underpinned by technology that allows the industry to meet the digital demands of tech savvy consumers.
Another example of technology facilitating TV growth can be found in mobile and tablet devices. According to one of eMarketer’s ‘top digital trends for 2012 and beyond’, a majority of users will access the web via a tablet by 2015. Chris Horton, of Internet marketing company SyneCore Technologies, connects the dots; “many millions of users will be accessing TV shows through their tablets”. Device proliferation and better quality video, will drive up content consumption and the price of ad real estate.
The dollars at stake in the TV industry – and the tech sector’s ability to affect its growth – make it a lucrative and logical place for social media giants Twitter and Facebook to expand. Twitter is set to take in $1B a year in ad revenue by 2014. All Things D columnist, Peter Kafka, claims this puts Twitter on the road towards becoming a media company of its own. Meanwhile, Facebook is signing network deals of epic proportions, notably partnering with NBC for the Olympics and CNN for the elections.
Listen to Mark Silva, SVP of emerging platforms at global strategic design firm, Anthem Worldwide, and you’ll realize Twitter and Facebook aren’t the only players to watch; “there’s money to be made. But the winners won’t necessarily be the companies that already have a major presence in digital and social media”.
Keep reading for more stories on Social TV and Social Video companies: Netflix, IMDb, Wywy, Aereo, Zeebox, SnapCuts, iSpot.tv, Pocket TV and Tout to name a few! Read the rest of this entry »
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 »