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Screen seriality focus on US tv industry and its insights
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Grammys, Super Bowl broadcasts translate into a big boost for music sales | Rapid TV News

When it comes to television's promotional ability, it's not just ads that sell things. According to new research from Nielsen, televised music events are having a real effect on music sales.
Mattia Nicoletti's insight:

When you can buy digital music you don't need to wait to buy one song you heard a minute before. In particular if it cost one dollar.

Using a song as a commercial soundtrack can be a sales booster in the same way House of cards publicity can be a subscriptions booster for Netflix.

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Is mobile video the new TV commercial? - Video - Mobile Marketer

Is mobile video the new TV commercial? - Video - Mobile Marketer | screen seriality | Scoop.it
With consumers increasingly turning to their smartphones and tablets to watch videos, mobile forces marketers to tailor and perfect their content for smaller-sized screens.
Mattia Nicoletti's insight:

Will companies switch their advertising budget from tv to online commercial? And how commercial can be adapted to second screen app?

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Mobile advertising: how can advertisers capitalise on the second screen? | The Drum

Mobile advertising: how can advertisers capitalise on the second screen? | The Drum | screen seriality | Scoop.it
Mattia Nicoletti's insight:

There are lots of good points in this article.

My only question is: are we really sure that after all viewers are so interested in discovering more about a brand on second screen during a tv show? I believe in social tv engagement about contents not about brands.

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MediaPost Publications Can The Second Screen Save Us From The New Tedium Of Super Bowl Ads? 02/04/2013

MediaPost Publications Can The Second Screen Save Us From The New Tedium Of Super Bowl Ads? 02/04/2013 | screen seriality | Scoop.it
Can The Second Screen Save Us From The New Tedium Of Super Bowl Ads? - 02/04/2013
Mattia Nicoletti's insight:

Storytelling (read "creativity") in Super Bowl advertising is the key to engage viewers. People want to smile, to laugh, to cry. They want strong emotions. And second screen needs emotions to have an important role in the story. Coca Cola commercial is maybe the only one this year to have something to tell.

 

We are full of promotional advertising because a good price is always attractive, but sometimes we look for something different, for a good story, especially when we get fun (read "during Super Bowl").

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CBS Could Earn $12 Million From Super Bowl's "Second Screen" Experience - Forbes

CBS Could Earn $12 Million From Super Bowl's "Second Screen" Experience - Forbes | screen seriality | Scoop.it
This is a guest post  by Ryan W. Neal, a multimedia journalist with an M.S. from the Columbia University Graduate School of Journalism. Ryan is  the assistant editor at Magnet Media, where he writes about digital video, social media, and technology.
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Report: US TV Advertising Market Will Struggle in Post-Election & Olympics Year | Social TV Apps - The Future of Multiplatform Television, Transmedia, Social TV, Smart TV and Connected TV

Report: US TV Advertising Market Will Struggle in Post-Election & Olympics Year | Social TV Apps - The Future of Multiplatform Television, Transmedia, Social TV, Smart TV and Connected TV | screen seriality | Scoop.it
The emergence of Second Screen Social TV is affecting the TV industry according to a new report from Magna Global, presenting new opportunities as well as challenges for marketers and media owners.
Mattia Nicoletti's insight:

2013 will be a interesting year for television. Ad revenues vs subscription. And social tv and second screen+transmedia will play a key role. 

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Engagement vs Re-Engagement: Social TV Ads and Monetization. Part 2 | the never.no blog

Engagement vs Re-Engagement: Social TV Ads and Monetization. Part 2 | the never.no blog | screen seriality | Scoop.it

Social TV, Advertising, Monetization, Second Screen, Emerging TV, social media, engagement, viewer engagement.. Part 2 in the series of monetizing social TV. 


Via ITV-Advertising
Mattia Nicoletti's insight:

Social engagement means for a tv show keeping viewers involved. It's about branding. Monetization will come after.

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ACR Platform Civolution Partners With DG To Monetize Second ...

ACR Platform Civolution Partners With DG To Monetize Second ... | screen seriality | Scoop.it
LAS VEGAS — As demand for and usage of second screen apps grows, a shift towards the monetization of these apps can be seen. To this end, Automatic Content Recognition (ACR) platform Civolution has partnered with ad ...

Via liaoyong
Mattia Nicoletti's insight:

Monetization of second screen apps will be one of the main topic of 2013. I believe that another important topic will be standardization of second screen apps. 

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TV Apps Hackathon Event: Second Screen & Connected TV Hackfest San Francisco - So Shall TV Be Disrupted? Or Democratised? Or is That the Same Thing? | Blog

TV Apps Hackathon Event: Second Screen & Connected TV Hackfest San Francisco - So Shall TV Be Disrupted? Or Democratised? Or is That the Same Thing? | Blog | screen seriality | Scoop.it
by Richard Kastelein (http://nl. linkedin. com/in/expathos/) Before I go on a tangent - I have to say. I love what tBone (http://gigaom. com/video/anthony-rose-tbonetv-ipad-tv/) (now zeebox
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Simultaneous Second Screen Experience Needs to be Open and Standardized

Simultaneous Second Screen Experience Needs to be Open and Standardized | screen seriality | Scoop.it
A couple things have come across my desk this week pertaining to almost the same thing. So I let them percolate in my brain for a bit until I was ready to
Mattia Nicoletti's insight:

Why we need a standard for Second Screen experience. Fragmentation will just delay advertising incomes.

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#newTV How connected TV will transform advertising by Emma Welles - JACOPO GIOLA

#newTV How connected TV will transform advertising by Emma Welles - JACOPO GIOLA | screen seriality | Scoop.it
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Three Ways Social TV Analytics Is About to Change the TV Business - Forbes

Three Ways Social TV Analytics Is About to Change the TV Business - Forbes | screen seriality | Scoop.it
TV viewers are increasingly connected on social media While talk of social TV is not new, the industry is still stuggling to understand what exactly the intersection between social media and the TV business will mean.
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A Simple Way to Get TV Viewers to Stop Skipping the Ads

A Simple Way to Get TV Viewers to Stop Skipping the Ads | screen seriality | Scoop.it
Why "second (and third) screens" make you a better TV viewer—as far as advertisers are concerned, anyway.
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State of Digital Video Audiences - Simulmedia study


Via Andreea Hirica , liaoyong
Mattia Nicoletti's insight:

"Few critical steps advertisers can take to ensure they more 

successfully manage audience fragmentation:

 

• Don’t always trust your media-planning gut. Contextual relevance is still a useful tool for media planning but is no
longer sufficient in today’s fragmented media landscape. Yes, Bravo is a great channel to reach women, but what about less
orthodox, yet high performing choices like ESPNU? Buyers should broaden their horizon to new channels and destinations
where audiences are actively watching. Emerging, accurate TV data sets are a potent antidote to finding elusive audiences
across the fragmented video landscape.

 

• Have a frank conversation with your media agency without pointing fingers. The persistence of inefficient buying
methods in TV is not your agency’s fault. Media agencies are experts in TV and only want to help their clients make their
money work harder and smarter. Fragmentation is not an advertiser-specific problem; it is an industry-wide one. There
is still value in contextual-based TV advertising. However, now is not the time to play the blame game with your agency
when audience fragmentation exposes some of the shortcomings of the Old Guard. Work with your agency to explore new audience-based TV offerings that complement existing buying methods.

 

• Go deep with understanding your audience. Simply put, audience fragmentation means advertisers are going to have
to work a lot harder understanding their audiences to ensure viewers see the right message in the right mindset. Advertisers
need to apply the same analytical rigor to understanding and measuring their audience that TV has been doing in content
production for years. In the years to come there will be standard currencies for trading media but there will an abundance of “data lenses” that will be used to create nuanced portraits of customers based on their media consumption, shopping preferences, and psychographic behaviors. Combine third-party data with first-party data to build rich audience profiles that can inform all media planning and buying moving forward".

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Zeebox Second-Screen TV App Introduces SpotSynch As It Gets Cozier With Advertisers -- AppAdvice

Zeebox Second-Screen TV App Introduces SpotSynch As It Gets Cozier With Advertisers -- AppAdvice | screen seriality | Scoop.it
The popular Zeebox app now includes targeted digital advertisements at the same time as specific TV shows and commercials.
Mattia Nicoletti's insight:

We are used to advertising. We are exposed to it every single second of our lives. But I don't know what will be viewers reaction to second screen advertising. It will probably depend on contents. If a second screen app is compelling maybe we can any kind of adverising.

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MediaPost Publications #SocialTV Lessons From Oreo's Game-Day Win 02/05/2013

MediaPost Publications #SocialTV Lessons From Oreo's Game-Day Win 02/05/2013 | screen seriality | Scoop.it
#SocialTV Lessons From Oreo's Game-Day Win - 02/05/2013
Mattia Nicoletti's insight:

It's not about Twitter, Facebook or Instagram, it's all about storytelling.

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Quick-thinking brands take to social media to capitalize on Super Bowl power outage - Lost Remote

Quick-thinking brands take to social media to capitalize on Super Bowl power outage - Lost Remote | screen seriality | Scoop.it
Quick-thinking brands take to social media to capitalize on Super Bowl power outage
Mattia Nicoletti's insight:

When brands are smart social networks can leverage communication more than any commercial.

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Gary Stein- TV Everywhere! (Just No Ads)

Gary Stein- TV Everywhere! (Just No Ads) | screen seriality | Scoop.it
 Gary Stein There was a great scandal coming out of the Consumer Electronics Show this year. I suppose a scandal is nearly as good as an amazing new, game-changing technology. Nearly, but not quite.
Mattia Nicoletti's insight:

Advertising has been always based on great ideas because it needs to create emotions. Till now most of the times digital adv has been used to promote more than engage and entertain.

 

It's time for a change because traditional adv it's not working so well anymore.

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Connected TV offers countless targeting opportunities for brands | brand-e

Connected TV offers countless targeting opportunities for brands | brand-e | screen seriality | Scoop.it
Connected TV offers countless opportunities for brands to target their audience more effectively than ever before says smartclip
Mattia Nicoletti's insight:

Finally when we talk about connected tv we don't refer just to smart tv (IMHO without gesture and voice recognition control smart tv will remain just traditional tv).

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Growing Trend: Social TV

Growing Trend: Social TV | screen seriality | Scoop.it
There aren’t too many industries that are valued in the billions, let alone the tens of billions.  TV broadcasting (valued in 2012 at about $60bn in 2012) is generally the same as it’s ...
Mattia Nicoletti's insight:

"As audiences change over time, brands are finding that it becomes exponentially more important to change the conversation. (Especially where marketing and audience attainment goes.)  Today, we’re seeing a myriad of businesses taking their online, social presence and strengthening their missions and campaigns offline, especially through TV ads. Some argue that TV ads are more important now than ever before but it’s up to marketers to strike just the right balance of traditional and experimental."


Adv+context+conversation can be the new experience correlating brands with customers.

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TV Everywhere! (Just No Ads) - ClickZ

TV Everywhere! (Just No Ads) - ClickZ | screen seriality | Scoop.it
TV Everywhere! (Just No Ads)
ClickZ
This is a box that plugs into your cable feed and, in addition to having all of the normal features of a DVR, you can also watch your TV content on any Internet-connected device.
Mattia Nicoletti's insight:

An interesting analysis by Gary Stein about effect and impressions of traditional and digital advertising.

 

In my opinion the problem is that ad investors are still convinced that 30" commercial (and print ads) are more effective than any shape of digital advertising. For this reason the investors agree to pay more for traditional adv.

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6 Ad Predictions For 2013: Social, Mobile And Apple TV - Forbes

6 Ad Predictions For 2013: Social, Mobile And Apple TV - Forbes | screen seriality | Scoop.it
Guest post written by Gurbaksh Chahal Gurbaksh Chahal is founder and CEO of RadiumOne, a provider of online advertising services. Gurbaksh Chahal The ad industry is charging forward at a rapid pace and only those companies who innovate will survive.
Mattia Nicoletti's insight:

Advertising needs to evolve and to understand its next step. But first of all Ad investors have to understand and to accept that digital and social advertising is more valuable than the traditional one.

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Why Social TV Will Get Worse Before It Gets Better

Why Social TV Will Get Worse Before It Gets Better | screen seriality | Scoop.it

As the old adage goes, there’s no gain without pain, and this brave new frontier known as “social TV” will likely experience a fair amount of turmoil before it becomes more ubiquitous and firing on all cylinders.


Via Nicholas Barr
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What's working in mobile advertising -- and what might work in the future

What's working in mobile advertising -- and what might work in the future | screen seriality | Scoop.it
Even as usage of mobile devices explodes, spending on mobile ads still lags spending on online ads by a huge margin. Will that gap narrow anytime soon? Here's a look at some of the strategies that mobile marketers are using.

 

As Mary Meeker, the Queen of the Internet, made clear earlier this year, mobile is on the wrong side of a monetization gap. While consumers are spending more and more time on mobile devices, advertising revenue there is still lagging well behind traditional online — some $30 billion was spent in online advertising last year in the U.S. vs. $1.6 billion for mobile ads. Ad rates on mobile are 5 times lower than on desktop.

Advertisers are expected to chase the eyeballs to mobile, though to what extent and how quickly is unclear. Mobile presents particular challenges for advertisers because they don’t have the same retargeting tools (like cookies) that they have online, the screens are smaller, and ads have the potential to be more intrusive than on the desktop. For now, marketers are spending more on ads for smartphones than for tablets, because more people own the former than the latter. But some of the metrics suggest that tablets may have better monetization potential. Click-through rates for the iPad, for example, are twice that of the iPhone, according to Inneractive, a mobile ad exchange, and thus the ad rates are also higher for the iPad.

Whether mobile ads ever catch up to online advertising in revenue will have huge ramifiations for big companies like Facebook, Twitter and Pandora whose audiences are rapidly shifting to mobile devices. Currently, the sectors that spend the most on mobile advertising are telecommunications, retail and restaurants, automotive, finance and education, according to Millennial Media. Many brands, however, are still just experimenting with mobile and are spending a very small percentage of their ad budget there.

Here’s a look at the main categories of mobile advertising, as well as some emerging strategies that publishers and developers are banking on to help close the monetization gap.

Search advertising

Still the big dog in mobile advertising, bringing in about half of all mobile ad spending. That is likely to continue as consumers turn to their smartphones as a research tool while on the go. As Google pointed out, the smartphone is often the first step in a longer research process that continues on a tablet or computer. Mobile search is also valuable for advertisers because most consumers are very intent-driven when they search on a mobile phone and are likely to complete a task after searching.

Google said that 9 out of 10 mobile searches by users have resulted in an action such as a purchase or a visit to a business. While Google, which pretty much owns this category, can obviously benefit from growing mobile search, local search engines like AroundMe and location-based services like Foursquare may also see a lift. The rise of mobile apps may also threaten Google as more consumers get their mobile queries answered through a dedicated application.

Amount forecast to be spent in the U.S. in 2012: $1.28 billion* Companies with the most revenue: Google (95 percent of the market).

Rich media and video ads

These offer advertisers an often pricey way to take over a screen and give consumers what can be a more immersive experience. Advertisers can use video, animation, photo galleries and interactive elements, which can make mobile advertising more akin to a TV commercial or a slick magazine. Opera Software, the mobile browser company,reported in July that users who clicked on a rich media ad spent an average of 52 seconds viewing a video and 1 min and 25 seconds interacting with photos. Opera noted that advertisers have started using rich media and video ads more frequently this year than traditional banner ads.

Amount forecast to be spent in the U.S. in 2012: $647.1 million* Companies with the most revenue: Apple iAd, Medialets, Crisp, Celtra

Banner display ads

Some of the most popular ad units in mobile are banner display adds, but in terms of ad spending, they were eclipsed by search ads last year. Display ads are still very prominent, in part because advertisers can buy in standard formats, like they’re used to doing online. But the units are problematic on small screens because they cantrigger more accidental clicks.

And if advertisers keep the banners small to avoid turning off users, then they can run into another problem — namely that they’re harder to make engaging and thus easier for readers to ignore. A traditional online banner ad may fetch $3 to $5 for every thousand impressions, which is still a lot more than mobile banner ads, which receive $1 or less on a smartphone, the New York Times reported. Banner ads won’t fade overnight but they are losing favor with advertisers. Opera Software said that static and expandable banners went from 66 percent of ads in January of this year to 36 percent in June.

Amount forecast to be spent in the U.S. in 2012: $457.5 million* Companies with the most revenue: Pandora, Google, Twitter, Millennial Media, Apple and Facebook

Those are the major mobile ad types that are growing. Below, are some other formats where the spending is smaller but that publishers and developers have high hopes for.

Location-based advertising 

One of the most promising parts of mobile advertising because it leverages the mobility of smartphones and tablets. But the early efforts have been slower to take off, in part because ads delivered via geo-fencing or proximity don’t necessarily catch people at a time when they want to act or don’t factor in a person’s preferences. Providers like Sense, JiWire and WHERE are getting smarter about mixing location data with behavioral profiles to deliver more relevant ads to people.

Companies like Waze, a crowd-sourced navigation app, and Roximity, which hooks into in-car entertainment systems, are showing how drivers can also be targeted with location-based ads in their car. There is a danger in being too pushy with location-based ads, and creeping out users who don’t know their location is being tracked. BIA/Kelsey forecast that U.S. mobile local ads, based on a user’s location, will grow from $664 million in 2011 to $5.8 billion in 2016.

Early leaders: JiWire, WHERE, Sense Networks

Native advertising

The latest rage for companies like Facebook, Twitter and Tumblr. Unlike with standard ad units, publishers help advertisers create messages and content that work within the flow of their platforms. By using the existing units of content, like a tweet or update, advertisers have an organic way to advertise through mobile that is harder to ignore.

Facebook said it now gets 14 percent of all of its revenue via mobile sponsored stories and install ads, which appear right in the news steam of its mobile apps and website. EMarketer estimated thatTwitter would make $129.7 million in mobile advertising this year, more than Facebook. The challenge with native advertising is that it can be hard to replicate across different publications and often requires more work to cater to each platform.

Early leaders: Facebook, Twitter, Tumblr

Other

There are some other approaches that show that it’s not just about placing a basic ad somewhere in an app or website. Kiip (see disclosure below) rewards people after achievements and milestones during games and apps. Pontiflex lets people sign up to receive ads and offers from brands they select. Appssavvy allows advertisers to place ads alongside activities inside apps and websites. Tapjoy helps people earn in-app rewards for watching videos, installing apps or subscribing to services. Conduit is creating lock-screens for Android devices that can be branded and potentially carry advertising.

*figures from eMarketer


Via Virginie Colnel
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Advanced Advertising: Zeebox Aims to Build One Second Screen App to Rule Them All | Cable Television News | Broadcast Syndication | Programming | Multichannel.com

Advanced Advertising: Zeebox Aims to Build One Second Screen App to Rule Them All | Cable Television News | Broadcast Syndication | Programming | Multichannel.com | screen seriality | Scoop.it
#Zeebox to build a #secondscreen #app for all ur shows. Are you always on ur #phone when watching tv?
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