Social TV’s Marketing Proposition: Capturing Online Ad Dollars That Go To Google (Eventually) Email This PostFebruary 27, 2012 – 12:56 pminShare2 Last night's Oscars represented the TV season’s last big special programming event until the Summer Olympics.
In between now and that point, analysis about the value of social media to the networks and advertisers over the past two months will be picked over even more intently to determine the winners, losers and best methods for leveraging "the second screen" experience for content companies and advertisers. Starting with the Golden Globes, then on to The Super Bowl and the Grammy’s, the numbers of people using “check-in” apps like Shazam, GetGlue, Yahoo’s IntoNow, Viggle, Miso, YapTV and others have been rising steadily.
(As social TV analyst Bluefin Labs found, there were 3.8 million references to the Academy Awards via social media outlets during ABC’s broadcast, significantly less than the Grammys' 13 million comments two weeks ago.) Among the many social TV apps to be released in the last six months is Umami. By David Kaplan. The Three Stages of Social TV. Click to expand Gardner certainly hadn't contemplated the conundrum posed by Social Television where everyone is looking for the magic formula to break us out of the vivid and continuous dreams on the screen and pay attention to each other in a way that's easily controlled and easily monetized.
But a closer look at a term like "social television" shows us that there are three distinct stages of the TV watching experience: Decision Making, Watching and Reviewing, and they all feed on each other in a circular rather than linear patter. Stage 1: Decision Making The first question is always going to be "what should we (I) watch? " And the first place we generally turn for that is the Program Guide on the cable box. Which makes it the perfect opportunity for a Social TV play. The viewer is actively taking part in a “lean-in” activity.
The ability to gather information from the social web will be a huge boon to the Decision Maker. Your cable TV provider (e.g. Stage 2: Watching Stage 3: Reviewing. Time for Television Ratings to Get Social. The start of the current fall television season has highlighted the importance of social media in driving awareness and tune-in for new and established TV series as audience consumption habits continue to fragment across device and social platforms.
With multiple apps being promoted by shows, networks and even TV service providers for checking-in to these broadcasts as well as fan pages and hashtags used to centralize the conversation around each episode, there is a growing need for audience measurement beyond the traditional Nielsen ratings. Alex Calic has spent the past 10 years in management roles at 3 internet start-ups covering the intersection of adtech, ecommerce, mobile, social and video.
He currently serves as the Chief Revenue Officer of The Media Trust, a client-side monitoring and verification service to hundreds of clients across the advertising ecosystem. You can follow his thoughts online @alexcalic on Twitter and his personal blog alexcalic.com. So how do we get there? Will Social Media Be the New Nielsen for TV Ad Buyers?