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Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Name: Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile
ISBN: 9781118167465

by Mike Proulx, Stacey Shepatin

February 2012

Beginner

288 pages

6h 11m

English

Wiley

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Cover
Title
Copyright
Dedication
Contents
Preface
Acknowledgments
About the Authors
Introduction
The World of TomorrowTV Advertising Can Resonate TooThe Internet did not Kill TelevisionWhat does this mean for Television Advertising?Cutting to the ChaseScan for more
Chapter 1: The Backchannel
Television and Social Media have blendedMeet the BackchannelThe Backchannel is more than TwitterTwitter Gets more AttentionThe Backchannel is Reviving Live TVTelevision Networks have embraced the BackchannelThe Backchannel Gets Armed with Filters and VisualsTV Shows Realize the Power of the HashtagOur Tweets are Becoming Television ContentTelevision Talent Discovers Live TweetingChoosing Your Own Backchannel AdventurePutting all the Backchannel Components TogetherTV Shows are Not the Only Backchannel Conversation TopicTV Spots are learning from TV ShowsThe TV Spot Backchannel Conversation Gets Visual TooNot all Marketing Impressions are the sameNow is the Time for Marketers to Experiment with the BackchannelCreating the 1 + 1 = 3 Cross-Media EffectTelevision’s Backchannel is Fraught with Insights about Your BrandIt all comes back to ResonanceScan for more

Chapter 2: Social TV Guides
A Channel Guide is more than Just a Program Listings GridThe Origin of the Electronic Programming GuideInteractive Programming Guides Gave TV Viewers ControlIncreased TV Content has Led to Decreased Programming Guide UsefulnessIs there Anything Simpler than Word-of-Mouth?SocialGuide is Powered by the BackchannelYap.TV Brings the Notion of a Social TV Guide to the iPadBuddyTV Combines Recommendations with the Power of the RemoteFav.tv Focuses on the Before and After Part of the Television ExperienceAnd the Story comes Full-Circle to TV GuideThe Quest to Drive Tune-inDoes Advertising on Social TV Guides Make Sense for Brands?Fasten Your Seatbelt; This Space is Only Going to ChangeScan for more
Chapter 3: TV Check-In Services
Location-Based Check-Ins Gave Rise to the TV Check-InGetGlue Sees Itself as a Vertical Social Network Around EntertainmentMiso Aims Beyond the TV Check-InPHILO Enters the Market Thanks to a Rerun of Animal HouseIntoNow Puts a New Spin on the TV Check-InWe Check-In Because We are Wired to ShareThe Check-In Phenomenon Hits TV CommercialsShazam Brings its Built-In User Base to TVThe CW Partners with ShopkickThe Original TV Check-In Apps Get into the Ad Business TooThe TV Check-In Space has Become CrowdedIt’s Not Just about the Check-InScan for more
Chapter 4: The Second Screen
Welcome to a Multiscreen Television ExperienceIt May Seem that the Second Screen is TV’s EnemyMobile and TV are Like Two Peas in a PodSecond Screen Applications Push Related Content Directly to YouTelevision Coviewing Apps Come in Many FlavorsThe First Broadcast-to-Tablet Synchronized Apps Appeared in 2010Are Scripted Dramas Lean-Forward Experiences?From Drama to Reality, the Second Screen Expands its HorizonsThe Second Screen Enables Sports Fans to Play AlongThe Kennedys Miniseries Turns the Second Screen into a Giant History LessonA TV Event without a Second Screen Experience is Like a Zebra without StripesDo TV Viewers Value a Second Screen App more than the Native Backchannel?Each Network Approaches the Second Screen from a Slightly Different AngleThe Social TV Space Continues to BlendOn the Second Screen, Content and Advertising Can Work Really Well TogetherThe Next Evolution of Second Screen Advertising is Synched AdsBuy or Build? Some Brands have Built Their Own Second Screen ExperiencesDistraction is Not Going AwayScan for more
Chapter 5: Social TV Ratings
Nielsen is the Currency by Which Advertisers and TV Networks TransactSocial Media Creates a Feedback Loop for TelevisionDoes Social Media Engagement Correlate to Ratings?Television Networks are Seeing a RelationshipBluefin Analyzes the Relationships between Impressions and ExpressionsTrendrr was the First to Market with Social TV Ratings ChartsSocialGuide is more than a Social TV Guide, it also Provides Social TV RatingsWhat is the Ultimate Value of High Social TV Ratings?Measuring the Backchannel Turns Raw Data into Useful InformationHow Advertisers Can Use the Backchannel’s Insights for Decision MakingThe Data Pool of Social Impressions is Growing in Both Size and ValueScan for more
Chapter 6: Bridge Content
Content Turns the Wait in between Episodes into Share-Worthy AnticipationFacebook is an Ideal Engagement Platform for a TV Show’s Bridge ContentThe CW Wants to Ensure it Offers their Facebook Fans Value over VolumeABC’s Modern Family Involves Fans by Asking their OpinionsCBS Takes Content from How I Met Your Mother to a New LevelNot all Bridge Content is Delivered via FacebookSci-Fi Used Bridge Content in 2006 to Connect Two Television SeasonsBravo’s Bridge Content Influences its On-Air ContentNBC is Baking Digital Components into its TV Shows from the OnsetYes, Even Sesame Street is Doing itAdvertiser Sponsorships Help Monetize Television Bridge ContentTV Commercials Have Experimented with their Own Bridge ContentRemember That Bridge Content is Choice-BasedScan for more
Chapter 7: Audience Addressability
Addressable Television Advertising Promises High-Impact, Yet Precise, Television SpotsAddressability from the Marketer’s Perspective is about TargetingAddressability from the Cable Operator Perspective is about Inventory and LogisticsThere are Challenges Slowing the Adoption of Addressable AdvertisingInnovation Seems to be Coming from Outside the IndustryVisible World’s Technology Enables the Deployment of Addressable AdvertisingINVIDI’s Technology also Moves Addressable Advertising Capabilities ForwardCablevision is Showing Early Successes with Addressable TV AdvertisingComcast Tests are also Showing PromiseIs Addressability Possible on a National Scale?A Number of Questions Remain UnansweredExpect a Learning CurveScan for more
Chapter 8: TV Everywhere
Portable Television Actually Dates Back to Over 50 Years AgoAs TV Becomes Increasingly Digital, Time-Shifted Viewing has IncreasedVideo on Demand Lightens the Load on the DVRThe Web Puts a Different Spin on TelevisionTV Networks Band Together to Form HuluStreaming Content Aggregators Expand On Demand Options (for a Price)Hulu Plus Emerges as a Competitor to NetflixTelevision Gets Truly Portable Thanks to the iPadHBO Makes Streaming Content Available Immediately after its BroadcastFirst on the iPad and then on Broadcast TV?The Xfinity TV iPad Application Blends Content and UtilityFrom On Demand to Live Streaming TV, the iPad Becomes a TV SetOld Business Models are Not in Synch with Today’s TechnologyTV Everywhere or TV on Facebook?Consumers Will Use the Best Screen AvailableTV Everywhere Opens up New Opportunities for AdvertisersHulu’s Sweet Spot is in its Choice-Based Advertising ExecutionsTelevision Programming has Become Screen AgnosticScan for more
Chapter 9: Connected TVs
The Concept of Internet-Connected TVs is Not a New OneWebTV Debuted well before its TimeA Lot has Changed in 15 YearsConnected TVs Come in Many Shapes, Sizes, and FlavorsSeparate Device or Built-In?The Second Generation Apple TV Boasts Way more to WatchRoku Promises a Ton of Entertainment in its Little BoxGoogle TV Will Get a Second ChanceBoxee Says it is the One Box Your TV NeedsYahoo! Connected TV was One of the FirstXbox is a Lot more than a Gaming ConsoleConnected TVs are Not Just about On Demand ContentAre Connected TVs a Threat to Traditional Pay TV Services?The Amount of Cord Cutters is .11, or 20 Percent, Depending on Whom You AskYour Cable Box May Soon Become a Connected TV DeviceThe Opportunities to Advertise on Connected TVs Are GrowingYahoo! Connected TV Has Robust Advertising CapabilitiesXbox Kinect Brings Advertising Interactivity to a Whole New LevelAnother Way to Advertise on Connected TVs is through AppsWhere should You Start?The Connected TV Space is Only Going to GrowScan for more
Chapter 10: Conclusion (for Now)
Is Social TV Engaging or Exhausting?Blurry Lines Add to the ComplexitySo What is an Advertiser to Do?Television will Only Continue to ChangeWhat if the Ed Sullivan Show was On-Air Today?Scan for more
Chapter 11: To Be Continued . . .
This is Not the Final Chapter
Index

Content preview from Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Chapter 4

The Second Screen

Enhancing TV with Synched Content Experiences

Olen Weaver, age 37, started his career in his home state of Oklahoma as a sound engineer designing audio systems for major concerts across the country for over 19 years. After his son was born, Olen wanted to make sure he stayed close to home; so he turned another one of his passions, photography, into a full-fledged local business. When shooting photos as a hobby, Olen uses his Nikon D300 to photograph picturesque landscapes inspired by his childhood obsession for National Geographic. In contrast, his professional studio focuses on capturing people through portraits as well as candid moments from weddings and other events.

In June of 2010, Olen purchased an iPad despite his trepidation as to how useful a device it would be for him. Today, he cannot imagine life without it. His beloved tablet has become embedded in every aspect of his business, from invoicing and client bookings to sound level measurements and portfolio showcasing.

One day, while using The Weather Channel app to check his local forecast, Olen saw an advertisement for a new TWC show called From the Edge with Peter Lik. After watching a few preview video clips online, Olen became hooked on wanting to see more from the world-famous photographer and immediately set his DVR to record the TV series. Along the way, he discovered that The Weather Channel was also offering a free iPad app to act as a real-time synchronized “second screen” companion ...

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Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

by Mike Proulx, Stacey Shepatin

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.