Twitter approaches Holy Grail of interactive TV advertising with new partner ad tool
For two decades now, interactive TV advertising has been an albatross. Dozens of companies with hundreds of millions of dollars have failed to create a true, scalable interactive TV adverting platform. Then social TV emerged, combining the scale of the second screen with the popularity of social media. With the recent purchase of Bluefin Labs, a ratings deal with Nielsen and the release of its advertising API, Twitter is clearly the most serious new player to pursue the Holy Grail of interactive television ads.
We’re starting to see some of the early products, and as is customary with Twitter, we’re seeing it first with an API partner. TBG Digital was given an early run at the adverting API, and this week it announced a new product called “Calendar Live” which gives marketers the ability to buy Promoted Tweets in sync with TV shows. While marketers could already do this manually — for example, buying tweets against show-related hashtags and scheduling them around the show’s airtime — TBG Digital has compressed it into an easy-to-use tool with more granular time-targeting abilities and trend monitoring.
(See a couple more screen grabs over on BusinessInsider.)
By scanning a program grid, you can select which shows you want your Twitter ads to appear. “If you run tweets around live events or TV shows, you get better engagement than if they’re just generic tweets [running] all the time. It’s helping advertisers think about Twitter in real time as a second screen,” said TBG Digital CEO Simon Mansell in an interview with AdWeek. He said Promoted Tweets around live events see an 18 percent higher engagement rate.
TBG tracks engagement in the tool, and marketers can also use it to track trending topics that emerge during a TV show or live event. They can quickly react — for example, #blackout during the Super Bowl — and buy ads against the emerging trends.
Pretty powerful stuff, especially as Twitter continues to scale as the second screen experience of choice. You can see why it’s strategically important for Twitter to ensure TV partners leverage Twitter to its fullest potential — for example, American Idol’s recent addition of real-time Twitter polls, powered by Mass Relevance — because that creates more targeting scale. As people participate or react to a TV show, they’re telling Twitter they’re watching that show, which enables Twitter to target ads to those viewers as they’re watching. The more viewers self-identify with a show, the bigger chance Twitter’s model will succeed.
You can also imagine how Twitter ad products themselves will evolve, and we’re seeing some early clues. TechCrunch spotted this example Promoted Tweet (above) with a call-to-action: a “get it now” button that acts as a lead-generation engine for advertisers. Applying this approach to TV, Pepsi could buy Promoted Tweets targeted to the TV shows it’s sponsoring. Its TV ads could promote a contest or offer a coupon, and the Promoted Tweets would encourage viewers to “enter now” or “get it now,” agreeing to let Twitter pass along their contact information to Pepsi (see the disclaimer above).
Just like that, interactive TV advertising is here.
multi-platform storytelling because it is a media trend that exemplifies corporate synergy.
"More generally, Eileen Meehan (2005) has demonstrated how corporate synergy, involving crosspromotion of media properties within media conglomerates (and their transindustrial structures) for maximum profit, can serve as a media conglomerate technique for controlling media markets through saturation." i think this is clearly demonstrated on KUWTK.
reiterrating "In marketing that blurs the line between the reality show and commercials"
The section: There’s a tendency to talk about the public circulation of these videos in terms of self-branding or self-promotion. Is this an adequate explanation for what motivates these young people to post their works online?
This may have been cutting edge thinking in 2007 but it is interesting to read with hindsight and think about how social media and people being discovered on youtube like Justin Bieber.
Earlier this year we released the fourth edition of the Social Customer Engagement Index report, which includes lots of interesting data for you to comb through.
kaitlin lelievre's insight:
Consumers use the internet, they prefer to type their question and have you respond in your own time and have them check your responses when it's convo enemy for them. No more hold button, long unproductive wait time and frustrated consumers. Cost less. Faster. Easier. Popular. If you haven't embraced it, why not?
This post is the second in a series on content curation and deals with content curation platform Scoop.it. In subsequent posts, I will examine two other such platforms: Rebelmouse and Paper.li.
kaitlin lelievre's insight:
Scoopit allows for an integrated communication approach to information sharing, incorporates social media and easy sharing, segment targeted, co creative and a good research tool BUT in terms of an engaging marketing tool there is still room for improvement which may happen as the site becomes more widely used by businesses and consumers alike.
The decreasing value of the thirty-second commercial in an age of TiVos and VCRs is forcing Madison Avenue to rethink its interface with the consuming public. This new “affective economics” encourages companies to transform brands into what one industry insider calls “lovemarks” and to blur the line between entertainment content and brand messages.
Insight-In another source Kim Kardashian describes thier show as a 30 minute advertisement for their brand and name empire.
The American media environment is now being shaped by two seemingly contradictory trends: on the one hand, new media technologies have lowered production and distribution costs, expanded the range of available delivery channels, and enabled consumers to archive, annotate, appropriate, and recirculate media content in powerful new ways.
insight- consumers now must go out and look for the information themselves by following shows on twitter buying magazines and participating in voting to get all the information, and this way the information is getting to the target auidence and not the uninterested.
Point 7; Leaving space. I think is becoming more common practice since the "RT" function on Twiter has been changed. this allows others to join the conversation and make their tweet make more sense as a stand alone tweet to their followers instead of having to look at what the tweet was replying to in a conversation.
The Idea of "tweet again" is new to me, I have seen the practice done by annonomus "funny" pages like and hobby pages like @relatabletweets @AboutVirgos who don't have a lot of new things to say and are usually trying to get as many Rt-->followers as possible therefore it is important for them to be at the top of their followers timelines to be seen. Whereas "celebrates very rearly tweet the same thing/topic twice unless they are promoting their work/tour or a competion or sponsor company.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.