With its popularity on the rise, could 2013 be the year that Social TV really takes off into the mainstream? A new partnership between Viacom and Twitter could further that progress along. As CNET describes: “Twitter has signed a deal to begin delivering social video ads built around Viacom’s most popular TV shows.”
And as it’s summer now, which means awards season for Viacom, the timing for this deal seems perfect. Expectations will be high regarding the Viacom’s social TV performance, as it often is based on the network’s track record of success and innovation. Specifically with its MTV Video Music Awards, which tend to dominate social conversation the day its live. And it also owns BET, whose annual awards show surpassed the Academy awards in social viewing last year.
Viacom has always been one of the smarter media 2.0 companies and have carved themselves out as a leader in social TV, including this study.
Viacom’s summer awards shows have been used as platforms to pioneer all manner of interesting second screen experiments. “The VMAs are known for creating global, watershed moments in pop culture,” MTV President Stephen Friedman toldAdAge’s Simon Dumenco in 2012. “Knowing that our fans are watching the show on television while actively discussing and sharing key moments on social, we’ve created a multiplatform digital ecosystem for those moments to be amplified in real time.”
This brings us to Twitter. In the social network’s own words: “95% of live TV conversation currently happens on Twitter.” Viacom and Twitter are a particularly smart social media fit. In the last few months, in the run-up to their IPO, Twitter has been on something of a tear. In April it achieved a milestone – its biggest ad deal yet, with Publicis’s Starcom Media West Group – as well as making video ad deals with BBC America, Fox and now Viacom.