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 »
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 »
Once upon a time, there was one screen: TV. Now consumers have computers, phones and tablets to offer themselves entertainment and utility in different settings. How consumers interact with their new screens, and how this supplements or hurts the television industry, is of major import given the proportion of ad dollars that still go into TV over other media. When major firms release consumer research studies, they tend to grab headlines.
It is the headline that gets remembered. Findings are inevitably reduced to stats and stats are cherry picked for decks and boardroom presentations – they can float around for months or even years, long after being detached from the supporting body of work.
In the recent past, studies from Nielsen and Deloitte have had people talking. In April, Nielsen claimed “88 percent of tablet owners and 86 percent of smartphone owners said they used their device while watching TV”. In August, Deloitte offered a more conservative estimate, “Nearly a quarter of people (24%) use second screens while watching TV.” The numbers ‘88’ ‘86’ and ‘24’ have been freed from their original context and are now used to make the case either for or against the proliferation of second screening.
Go ahead and add ‘62’ to the mix. Ericsson ConsumerLab’s annual study says, “Sixty-two percent of consumers use social media while watching TV”.
It’s no ones fault that thorough research gets boiled down to a single stat; a one liner is simply easier to digest and faster to share.
That doesn’t mean we are free to forget that different findings are a result of different methodologies. Surveys range in sample size, geography, demographics and the time period they span.
In this case, Nielsen’s figures refer to the U.S. market, Deloitte’s to the UK. Deloitte’s survey queried 2,000 participants; Ericsson’s drew from 12,000. When Nielsen claimed 88% of (U.S.) people were using second screens while watching TV, they meant at least once every month. Ericsson’s 62% refers to how many people are using social media every week. These nuances will go a long way to shape the stat that becomes the headline and the next industry benchmark.
Finally, it’s never a bad idea to question of the motive of the company presenting their findings and what they have at stake in releasing the information they have found.
I say none of this to discredit the research behind the findings. Instead, it’s a warning to those who are looking at what trends are actually happening as compared to what trends special interests would like to have you see.
Whether the next headline reads “Social TV is on the rise” or “Social TV not catching on”, remember to take a second look at the numbers. Read the rest of this entry »