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 »
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.
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