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Screen seriality focus on US tv industry and its insights
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Viewers Are Flocking to Streaming Video Content — And So Are Advertisers | Underwire | Wired.com

Viewers Are Flocking to Streaming Video Content — And So Are Advertisers | Underwire | Wired.com | screen seriality | Scoop.it
The Internet has been seen as a disruptor to the traditional TV industry, but a new report suggests that it's also where the industry's biggest growth lies.
Mattia Nicoletti's insight:

I remember when some years ago I was talking to a media planner about a billboard strategy and he told me "we always put a billboard of the ad campaign close to company Ceo house (the investor) because in this way he is convinced that everybody sees the campaign".

 

I think that we are finally going to a one-to-one advertising and video contents online are a extraordinary medium for advertising, but the first step to take is to make ad investors to understand that an ad to a small targeted audience is better than a 30" commercial for million of people.

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Innovative Advertising Is About Integrating TV with Social - KIA Motors Uses Social Media to Reach the New Audience - Forbes

Innovative Advertising Is About Integrating TV with Social - KIA Motors Uses Social Media to Reach the New Audience - Forbes | screen seriality | Scoop.it
A new trend is fast developing as a standard for global brands and ad agencies – integrated TV and social media campaigns.   Cases in point was last night Oscars where social media was fragmented.
Mattia Nicoletti's insight:

Social advertising to create brand experience can attract ad investors. The problem could be if the market gets too crowdy because at the real beginning people can be curious but then?

 

Maybe it is a chance for creativity.

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In Fast-Growing Mobile Ad Business, How Fast Is Fast Enough? - Bloomberg

In Fast-Growing Mobile Ad Business, How Fast Is Fast Enough? - Bloomberg | screen seriality | Scoop.it
After Millennial Media reported this week a 71 percent surge in 2012 sales, the company's CEO started calling top investors -- to address their concerns.
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How Never.no’s creating social TV advertising - Lost Remote

How Never.no’s creating social TV advertising - Lost Remote | screen seriality | Scoop.it
How Never.no’s creating social TV advertising
Mattia Nicoletti's insight:

Interactive advertising can be successful at the real beginning, but when we will have hundreds of interactive commercial/adv how do we behave?

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Is DVR still a television villain? | Videonet

Is DVR still a television villain? | Videonet | screen seriality | Scoop.it
Mattia Nicoletti's insight:

VOD with or without fast forward enabled?

In my opinion the customer should have the chance to fast forward if the service is not free or low-price. 

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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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Online TV inventory driving overall advertising conversion rates | Rapid TV News

In advertising, traditional or digital should not be an either/or but instead part of a complementary package to increase conversion rates new research from Videology is suggesting.
Mattia Nicoletti's insight:

"Aiming to determine optimal media mix modelling for television/online video campaigns to drive specific consumer outcomes, including purchase intent and ad recall, the digital advertising platform and solutions provider’s survey found that action conversion increased 40% for consumers exposed to both television and online video."

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59% of mobile web users now as comfortable with mobile advertising as they are with TV or online advertising

59% of mobile web users now as comfortable with mobile advertising as they are with TV or online advertising | screen seriality | Scoop.it
InMobi has launched the results of its Mobile Media Consumption Report today, which has found that 75 per cent of respondents have been...
Mattia Nicoletti's insight:

Smartphones are with us 24/7 and they our interface for a lot of things. We talk, we surf, we shoot, we chat, we listen, we buy, we read and we also watch ads...

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Nielsen Agrees to Expand Definition of TV Viewing

Nielsen Agrees to Expand Definition of TV Viewing | screen seriality | Scoop.it
The Nielsen Co. is expanding its definition of television and will introduce a comprehensive plan to capture all video viewing including broadband and Xbox and iPads, several sources tell The Hollywood Reporter.
Mattia Nicoletti's insight:

May Nielsen be a chance to leverage advertising in video contents?

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TV networks need to better their apps to tap social TV currency

TV networks need to better their apps to tap social TV currency | screen seriality | Scoop.it
Social TV has gained currency among media buyers who are increasingly looking at the social buzz around a show to guide investments, but TV networks are being warned their companion apps are not cutting it.
Mattia Nicoletti's insight:

Producing a second screen app just to give some features to viewers may not be the right solution. An app must be planned to give value to viewers (and to ad investors).

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TV networks need to better their apps to tap social TV currency

TV networks need to better their apps to tap social TV currency | screen seriality | Scoop.it
Social TV has gained currency among media buyers who are increasingly looking at the social buzz around a show to guide investments, but TV networks are being warned their companion apps are not cutting it.
Mattia Nicoletti's insight:

Developing a companion app it's tricky. You need to build a more and more compelling app because viewers need now a one stop shop to live their best experience. In this way advertiding investors can be satisfied.

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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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