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 »
Simon Staffans: The audience is your channel via MIP Blog
Are you looking for an audience for your content? Or are you perhaps looking to expand the audience of your TV channel? Or are you trying to reach a new demographic, a new audience? You are more than welcome to try achieving those things in the traditional ways, but one thing you have to take into account is a whole new channel that has opened up for everyone – the audience itself…The art lies in creating not only for the people you want to reach, but the people you want them to reach. Namely catering for “friends of friends”, in social media parlance. This is where transmedia storytelling principles can come effectively into play.
Building your brand with content marketing via The Gaurdian
Marketers traditionally think of media strategy in terms of three distinct channels: paid, owned, and earned media. But the lines between these are becoming less defined as earned media becomes increasingly important: that is, media that can’t be bought or controlled by a company itself, generated independently by consumers and third parties – anything from social media to word-of-mouth. And the value of earned media will continue to rise with consumers increasingly looking to non-traditional media outlets for content, seeking out what they’re interested in, rather than passively receiving whatever comes their way from media companies… Coupled with the power of social media, marketers can use video to more closely integrate their strategies for paid, owned and earned media to increase impact and ROI
The Problem With Measuring Digital Influence via TechCrunch
One of the reasons that brands don’t understand digital influence is because they don’t seem to realize that no one actually has any measured “data” on influence (i.e. explicit data that says precisely who actually influenced who, when, where, how, etc.). All influence scores are computed from users’ social activity data based on some models and algorithms of how influence works. However, anyone can create these models and algorithms. So who is right? How can we be sure your influence score is correct? In other words, how can we validate the models that vendors use to predict people’s influence?
vrm: social tv? forget the 2nd screen apps, it’s all about generic data via MetaBroadcast
I just checked on my Twitter and Facebook friends in Zeebox. 3% of the 772 people I follow on Twitter and 6% of my 170 Facebook friends are using the app. Of these, 100% are either working in media, or closely connected to the Zeebox team. More than 80% have previously, or are currently working on 2nd screen projects for a broadcaster. In short, this is still a very niche audience…The reality is that most of this involvement is just unconnected browsing and people communicating about their lives in general, which may or may not be connected to the flickering box in the corner…Twitter is sometimes perceived as a niche medium, but we’re now seeing increased uptake, especially among a younger audience. The realtime nature of Twitter is a major plus for broadcast, which is still a predominantly live experience…”Friction free” logging of TV activity has not taken off as in the music industry, but Facebook contains a rich set of likes and posts around TV shows. We find that most users have between 200 and 2,000 TV likes in their social graph.
The Future of Social TV Metrics via Social Times
The industry is leaning toward having a gross engagement point next to a gross ratings point. But whether this will be a simple number that’s easily digestible or a deeper analysis remains to be seen. In the Q&A portion of the panel, Silverman said some useful metrics include the number of uniques, what the share was, and how they’re trending from one week to the next. 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.
For more of the latest and greatest news, keep reading! 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.
For more news from around the web, keep reading!
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 »