Social TV Week In Review: December 2


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 »

Social TV Week In Review: The Truth Behind the Numbers

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 »