Snapchat Could Be a March Madness Player This Year | Adweek. March Madness, the annual rite of spring for college basketball fans—and a marketing bonanza for brands—is upon us once again (starting March 15 and ending with the championship game April 6). The three-week hoops tourney generated more than $1.1 billion in TV revenue for media rights holders CBS and Turner in 2014, per Kantar, and both networks expect to see more gains thanks to growing digital investments from sponsors like AT&T, Coca-Cola and Capital One.
The NCAA's 68-team competition has become a cross-platform juggernaut, and CBS and Turner are leveraging ad-engagement labs, mobile video production houses and marketing stats centers in New York, San Francisco and Atlanta to serve an increasingly connected and social audience. New York-based Time Warner Media Lab, in particular, will assist sponsors with enough March Madness data to let them assess their business Xs and Os. "We have 15 new digital advertisers," adds Funk. OK. Examining Second Screen through the eyes of "TV Experts" Akamai demos Hyperconnected Living Room second-screen concept at NAB.
GetGlue's Social TV App Aims to Unify the Fragmented Second-Screen Experience. GetGlue is set to push out a major update of its social TV app later this summer. The new version, GetGlue HD, aims to take the second-screen experience up a notch by layering video clips and advanced discovery tools on top of the app's legacy check-ins and social chatter. The result is a more comprehensive guide to what's on television, who's watching and what to tune into next. GetGlue first launched as a sort of Foursquare for TV, allowing users to check in to TV shows, movies, music and other forms of entertainment. Just as users can announce their geographic location with a Foursquare check-in, they can let friends and followers on GetGlue know what show, movie, album or book currently has their attention. Evolving Beyond the Check-In All by itself, the act of checking in to a TV show has a limited value to audience members taking advantage of a second screen to engage in social messaging, track real-time poll results, search the Internet, and so on.
Social TV App Makers Disagree On Why Viewers Should Check In. Users who want to advertise what they're watching and share recommendations for TV shows and movies with friends have plenty of choices. Apps and mobile sites including GetGlue, TV.com Relay, Philo, Miso, etc. all hope to siphon conversation about TV, movies and even books and music from social networks like Twitter. But there seems to be disagreement on how to do this and why users should want to share their thoughts on an entertainment-specific platform instead or in addition to Twitter and Facebook, where friends are most likely to see them. Some believe the value comes from talking about what you're watching and sharing recommendations with friends.
Others hope to motivate users with badges and tangible rewards. GetGlue, an app for iPhone, iPad and Android users, offers a loyalty program for superfans. Tunerfish, the social TV startup from Comcast, relies more on intangible game mechanics similar to Foursquare's. Second Screen. BII REPORT: Here's Why The "Second Screen" Industry Is Set To Explode. Watching television while also using a smartphone or tablet is one of the most popular leisure activities of the mobile era. The mobile industry is working hard to create mobile apps and sites that relate to what's on TV, in order to capitalize on this behavior. This approach is often referred to as the "second screen," the idea being that the tablet or smartphone becomes a TV companion device, allowing for added levels of interactivity— whether on social networks or dedicated second screen apps and sites that complement on-air content. In a recent report from BI Intelligence, we examine how second screen apps, social networks, and mobile sites will ultimately succeed in drawing significant audiences, analyze how they will begin to see some advertising dollars, look at who second screen audiences are, explore the second screen opportunity from the broadcaster angle, and detail the opportunity represented by audience analytics and second screen commerce.
In full, the special report: The state of the second screen: Will TV companion apps proliferate or dwindle? If you let the rows of 3D and 4K displays lining the halls of CES paint a picture of the future of television, you'd be missing a vital component. Tucked away inside a pair of ballrooms on Sin City's famous Strip, representatives from television networks, software companies, cable providers and advertising firms held a powwow dubbed the Second Screen Summit to talk shop and discuss the fate of such experiences after a very busy 2012. Over the past year, companies ranging from AT&T to Nintendo created a wave of experiences to complement TV content. Even the 2012 Summer Olympics received the second screen treatment with its very own Android and iOS apps, which let users catch live streams of events, access stats and more from the comfort of their couches.
With so many solutions on the market, it's not entirely clear who will come out on top, or if there's room on the second screen for these myriad apps to coexist. One app to rule them all? Chasing the Money Second contenders What's the rub? Brands See Twitter as the Second Screen to TV. Twitter and TV go together like Fred Astaire and Ginger Rogers. Or to use a more recent reference, Jay Z and Beyoncé. In many ways, Twitter is an organic digital counterpart to television programming, as today’s consumers will almost always have a second screen in hand while watching the first screen. Twitter, the lively information network powered by serendipity, connects people and real-time experiences.
It serves as a communal chamber filled with people who are not necessarily bound by relationship, but by the interests they share in the moment. What people watch and the reactions they have ricochet from the big screen to the little screen in real-time, creating a rich network of information and conversation. Something as simple as an onscreen #hashtag can spark a convergence of reactions that bring people together. As mentioned in my previous post on the subject of social TV, Twitter refers to these spontaneous moments as the convergence of discovery and engagement. #Advertising 1. Twitter: The undeniable second screen that sparks brand engagement - #SESNY. Published on by Brafton Editorial On the second day of SES New York, Twitter’s Vice President of Global Brand Strategy Joel Lunenfeld spoke about the evolving world of Twitter marketing and how the social network influences TV viewing.
He highlighted some cornerstone statistics – 400 million monthly unique users visit Twitter.com, and 1 billion Tweets occur every 2.5 days. These data points have circulated within the social media marketing world for some time, but Lunenfeld noted that this engagement has helped Twitter become THE second screen. In a lot of ways, Twitter’s past, present and future revolves around mobile, and that directly correlates to social TV. How Twitter marketing adds new vantage points to the TV experience Lunenfeld highlighted another evolution in Twitter: Businesses have begun to create additional accounts and segment their social media profiles to carve out niche followings. News breaks fast on Twitter – and the network keeps reporters honest. The Growth of Second Screen and its Impact on Consumer Data and IT. I had the opportunity to speak at the Hollywood IT Summit on Friday.
There were probably 300+ people in attendance and I had the good fortune of discussing how Second Screen might impacting their enterprise IT worlds (esp. for those who were working for major entertainment studios/networks). We had some great initial discussion around just how fast second screen has grown in the last 6 months by comparing the data on these two slides briefly. We continued by discussing the great data from the NPD deck presented at the 2nd Screen Summit a few weeks ago by Keith Nissen, essentially describing te massive connected device proliferation in the home by 2016 (all of which are likely 2nd screen candidates). We quickly discussed how fast the app market itself had grown, with massive multiplication happening over the last 9 months (see Renaud Fuch's slide below from Technicolor).
The result is a crowded app market. Which then creates a pretty crowded and complicated ecosystem. Fox: Second-screen apps are 'here to stay' Fox Networks has been experimenting with second-screen apps for more than a year, and the company's conclusion from its work in the space is that second-screen apps are not a passing trend. "We're all convinced that second screen is here to stay," said Sherry Brennan, senior vice president of sales strategy and development for Fox Networks. "The question is, what do you do on second screens? What do consumers want there? That's what's evolving. " Fox has worked on a range of second-screen initiatives with the goal of more firmly tying TV viewers to the content they're watching. Sign up for our FREE newsletter for more news like this sent to your inbox! For example, the company late last year launched a "t-commerce" program that allowed viewers of the show "New Girl" to purchase items they see on the show.
"In the last year we've done a lot of experimenting with different concepts, like synched content," Brennan explained. Brennan added: "We're adjusting as we go along. "