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Where's the money in social TV and second screening?

Where's the money in social TV and second screening? | Viewer Engagement and Social TV | Scoop.it

It's widely accepted that we don't just sit and watch television anymore – we actively participate and comment on what we're watching through smartphones and connected devices. As a result, 'social TV viewing' and 'second-screening' has lead to new commercial models for media owners and new channels for advertisers to reach consumers.

 

Here's an overview of the key points raised in the live discussion on this topic, involving fifteen experts in this emerging industry.

 

Commercial implications

One of the first issues to be raised was the issue of commercial models – where is the commercial value in developing this technology and functionality around TV content?

 

Futurescape.TV's Colin Donald cited two approaches being taken by broadcasters when it comes to social TV. The first is to aggregate social activity about their shows and get people to see it on their website and get web ad revenue – as used by Discovery and CBS. Secondly, by developing their own social TV apps, and syndicating their content across third-party apps – a model used by Fox.

 

Appmarket.tv's Richard Kastelein gave a broader overview of two opportunities for the commercialisation of social TV for broadcasters:

 

1) Bringing the brands into the second screen to engage with viewers in unique new ways including gamification, transmedia storytelling and branded content.

 

2) Through direct commerce and the ability to 'buy what you see' on screen via temporal metadata created either by technology or by creating metadata during the pre-production process.

He argues that social TV gives media owners the chance to emulate the best of the music industry:

 

Right now a large percentage of money being made in the music industry comes from three things. Live performances, VIP experiences and merchandising. Broadcasters will always be able to stuff 30 second spots into the World Cup or Super Bowl, but where's the merchandising? Where's the VIP experience? I believe the second screen app experience for the Oscars in the USA last year included exclusive red carpet scenes and behind the stage extras. There's certainly things to be learnt from the music industry.

Broadcasters have embraced social media with a passion and are doing an excellent job, according to Thinkbox's Simon Tunstill:

 

Shows are commissioned with social media elements included in the format (like Million Pound Drop); new ad opportunities are emerging, such as ITV's Ad Sync which enables an advertiser to launch a second screen takeover when its TV ad is broadcast; Channel 4 has recently launched 4Now, a dedicated second screen app for its content; Sky has invested in Zeebox; and all broadcasters utilise social media channels to promote shows and encourage interaction in a very cost effective and agile way.

 

Squawka CEO Sanjit Atwal said it was important to invest in ad technology to make the commercial potential of second screening a reality, sharing an example from their own platform: "We have built our own ad sever and can trigger a brand message depending on the event on the football pitch. For example, if Rooney scores, brand X can show the boot he's wearing and where you can buy it from).

 

Read the entire article at http://www.theguardian.com/media-network/media-network-blog/2013/aug/09/social-tv-second-screening-money


Via Tony Obregon
Tom Bowers's insight:

Thanks for your insight Richard Kasteline 

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Opposite Worlds | Syfy

Opposite Worlds | Syfy | Viewer Engagement and Social TV | Scoop.it
The official website for Opposite Worlds, a Syfy competition show that transports contestants to a world where the haves and have nots compete.
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Brit Awards received 1,484,000 tweets!

Brit Awards received 1,484,000 tweets! | Viewer Engagement and Social TV | Scoop.it
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Never.no - SINGLE FRAMEWORK FOR A MULTI-PLATFORM WORLD

Never.no - SINGLE FRAMEWORK FOR A MULTI-PLATFORM WORLD | Viewer Engagement and Social TV | Scoop.it
The Never.no Interactivity Suite unifies broadcast systems, mobile infrastructures and social media to enable Social TV, Synchronized Companion Apps and Participation TV
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Are Sports Fans Getting Bored With Social Media?

Are Sports Fans Getting Bored With Social Media? | Viewer Engagement and Social TV | Scoop.it
Social media, online content and mobile devices continue to play a large role in sports, according to a new study.

Via Jurjen Söhne
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Jurjen Söhne's curator insight, June 27, 2013 8:32 AM

Although this is very much focused on the US market, we see similar numbers in the UK/Europe...

- 29% of sports fans watch sports online via a PC,

- 23% via internet enables mobile device, 

- 35% follow sports via SN platforms

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Fox and Twitter in promotional partnership

Fox and Twitter in promotional partnership | Viewer Engagement and Social TV | Scoop.it
Fox and Twitter have entered into a partnership to promote the broadcaster's programs and allow advertisers a way to reach TV audiences as they discuss the shows on the social network.

Via Nicholas Barr
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What if Twitter launched a #TV app? Here’s what it could look like - Lost Remote

What if Twitter launched a #TV app? Here’s what it could look like - Lost Remote | Viewer Engagement and Social TV | Scoop.it
What if Twitter launched a #TV app? Here’s what it could look like
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Twitter talks audience activation, social TV strategy and #DoggingTales

Twitter talks audience activation, social TV strategy and #DoggingTales | Viewer Engagement and Social TV | Scoop.it
Dan Biddle recommends 'programming Twitter as you programme your channel' for broadcasters. By Stuart Dredge

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ACTV8.ME's curator insight, April 9, 2013 12:31 PM

Effective ways of utilizing Twitter during on air TV

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Channel 4: 'Build interactivity into ads from the start'

Channel 4: 'Build interactivity into ads from the start' | Viewer Engagement and Social TV | Scoop.it

The trend towards mobile has led to Channel 4 exploring the possibility of launching its own branded app for the flagship channel or E4, in addition to the second screen apps it already has for specific programmes, such as Million Pound Drop.


Via Nicholas Barr
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Top social TV moments from another record-setting Oscars - Lost Remote

Top social TV moments from another record-setting Oscars - Lost Remote | Viewer Engagement and Social TV | Scoop.it
Top social TV moments from another record-setting Oscars
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Twitter engagement now an accepted metric for TV | Videonet

Twitter engagement now an accepted metric for TV | Videonet | Viewer Engagement and Social TV | Scoop.it
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The shows, people and brands that drove social TV in 2012 [infographic] - Lost Remote

The shows, people and brands that drove social TV in 2012 [infographic] - Lost Remote | Viewer Engagement and Social TV | Scoop.it
The shows, people and brands that drove social TV in 2012 [infographic]
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13 Social Video Predictions For 2013 | Unruly Media

13 Social Video Predictions For 2013 | Unruly Media | Viewer Engagement and Social TV | Scoop.it
Content rules and TV remains relevant, sounds like programming no? @unrulymedia: 13 Social Video Predictions For 2013 http://t.co/Baqbs6FT

Via Richard Kastelein & Adriana Hamacher
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Social TV Is Getting Down to Business

Social TV Is Getting Down to Business | Viewer Engagement and Social TV | Scoop.it

Forget about the clicks and check-ins so commonly associated with what many marketers call the "second screen" experience. Marketers are starting to use the medium with more in mind than just sparking idle talk.


Via Nicholas Barr
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Facebook Wants To Be Your TV Guide

Facebook Wants To Be Your TV Guide | Viewer Engagement and Social TV | Scoop.it
In its latest attempt to woo television viewers Facebook will remind you when your favorite shows are playing.

Via #SocialTVConf
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Where's the money in social TV and second screening?

Where's the money in social TV and second screening? | Viewer Engagement and Social TV | Scoop.it

It's widely accepted that we don't just sit and watch television anymore – we actively participate and comment on what we're watching through smartphones and connected devices. As a result, 'social TV viewing' and 'second-screening' has lead to new commercial models for media owners and new channels for advertisers to reach consumers.

 

Here's an overview of the key points raised in the live discussion on this topic, involving fifteen experts in this emerging industry.

 

Commercial implications

One of the first issues to be raised was the issue of commercial models – where is the commercial value in developing this technology and functionality around TV content?

 

Futurescape.TV's Colin Donald cited two approaches being taken by broadcasters when it comes to social TV. The first is to aggregate social activity about their shows and get people to see it on their website and get web ad revenue – as used by Discovery and CBS. Secondly, by developing their own social TV apps, and syndicating their content across third-party apps – a model used by Fox.

 

Appmarket.tv's Richard Kastelein gave a broader overview of two opportunities for the commercialisation of social TV for broadcasters:

 

1) Bringing the brands into the second screen to engage with viewers in unique new ways including gamification, transmedia storytelling and branded content.

 

2) Through direct commerce and the ability to 'buy what you see' on screen via temporal metadata created either by technology or by creating metadata during the pre-production process.

He argues that social TV gives media owners the chance to emulate the best of the music industry:

 

Right now a large percentage of money being made in the music industry comes from three things. Live performances, VIP experiences and merchandising. Broadcasters will always be able to stuff 30 second spots into the World Cup or Super Bowl, but where's the merchandising? Where's the VIP experience? I believe the second screen app experience for the Oscars in the USA last year included exclusive red carpet scenes and behind the stage extras. There's certainly things to be learnt from the music industry.

Broadcasters have embraced social media with a passion and are doing an excellent job, according to Thinkbox's Simon Tunstill:

 

Shows are commissioned with social media elements included in the format (like Million Pound Drop); new ad opportunities are emerging, such as ITV's Ad Sync which enables an advertiser to launch a second screen takeover when its TV ad is broadcast; Channel 4 has recently launched 4Now, a dedicated second screen app for its content; Sky has invested in Zeebox; and all broadcasters utilise social media channels to promote shows and encourage interaction in a very cost effective and agile way.

 

Squawka CEO Sanjit Atwal said it was important to invest in ad technology to make the commercial potential of second screening a reality, sharing an example from their own platform: "We have built our own ad sever and can trigger a brand message depending on the event on the football pitch. For example, if Rooney scores, brand X can show the boot he's wearing and where you can buy it from).

 

Read the entire article at http://www.theguardian.com/media-network/media-network-blog/2013/aug/09/social-tv-second-screening-money


Via Tony Obregon
Tom Bowers's insight:

Thanks for your insight Richard Kasteline 

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Outside the box: the hurdles facing second screen social TV

Outside the box: the hurdles facing second screen social TV | Viewer Engagement and Social TV | Scoop.it
Richard Kastelein examines the race for the television industry to engage and monetise both the lean back viewer and the lean forward active viewer
Tom Bowers's insight:

Not entirely sure i'm a veteran in Social TV given its infancy, but if you'd like to hear some of my views regarding Social TV adoption here in the UK from first hand experiences then read on....

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These Are the Biggest Hurdles Facing Social TV

These Are the Biggest Hurdles Facing Social TV | Viewer Engagement and Social TV | Scoop.it

For social TV to be meaningful to advertisers and TV viewers alike, a few pieces of the puzzle have to be put into place. For one, we need to find a way to make tweeting work for live episodic TV. We also need to find a way to get hashtag TV out of its own echo chamber and apply some filtering to Twitter.


Via Nicholas Barr
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NBC’s “The Voice” is Changing How We Watch TV…With Twitter | Simply Measured

NBC’s “The Voice”  is Changing How We Watch TV…With Twitter | Simply Measured | Viewer Engagement and Social TV | Scoop.it
NBC and The Voice are doing second-screen engagement better than anyone. We took a look at their Twitter analytics for proof.
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Media: Watching television no longer rates as passive pastime - FT.com

Media: Watching television no longer rates as passive pastime - FT.com | Viewer Engagement and Social TV | Scoop.it
What can the second screen do for the first? Television was once a “lean-back” experience, passively consumed from the comfort of the couch, but the proliferation of laptops, smartphones and tablets is making media multitasking the norm.
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Daniel Ravner: Can’t social TV be more than just marketing? | | MIPBlogMIPBlog

Daniel Ravner: Can’t social TV be more than just marketing? | | MIPBlogMIPBlog | Viewer Engagement and Social TV | Scoop.it
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Want to see the market potential of Vine? Check out Mass Relevance's new socially driven digital mosaic

Want to see the market potential of Vine? Check out Mass Relevance's new socially driven digital mosaic | Viewer Engagement and Social TV | Scoop.it
Mass Relevance, a startup that brings calm to a crazy sea of social activity, is rolling out a new 'Digital Mosaic' product today at SXSW that essentially builds an image using tweets, Facebook upd...
Tom Bowers's insight:

socially dynamic video wall. Very nice

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Facegroup » Big Data Goes Social

Facegroup » Big Data Goes Social | Viewer Engagement and Social TV | Scoop.it
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London TV Salon – Monetising Social TV & Second Screen: Production, Broadcast & Advertising

London TV Salon – Monetising Social TV & Second Screen: Production, Broadcast & Advertising | Viewer Engagement and Social TV | Scoop.it
Join Social TV, Interactive Broadcast and Advertising Professionals at never.no’s TV Salon forum to discuss Monetising Social TV and Second Screen: Production, Broadcast and Advertising. The ...
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Social TV's Top 10 Moments For 2012

Social TV's Top 10 Moments For 2012 | Viewer Engagement and Social TV | Scoop.it

What began as a natural phenomenon — you see something on TV, you say something on Social Media — has the attention of every TV exec these days.

That wasn’t quite as true a year ago.

From record engagement to major campaigns to multi-million dollar acquisitions, there’s no question that Social TV has a future. Nobody is clear on what that is, but the point of this post is to look back.

Here is my list of 10 important moments for Social TV. It’s far more idiosyncratic than scientific, and surely I missed something big and good, but it offers a glimpse how much happened in this critical year for the space. Feel free to add to the list.

(Just a few notes first: I did not factor in app roll-outs, per se, although two new arrivals were important beyond the app technologies. And I’m not looking at brand campaigns, though there were many excellent ones, including the Voice, Nissan, True Blood’s #makersday and many more.)

10. Twitter hires Fred Graver as “head of TV” (read Ad Age)
This was fairly quiet news, but everyone already knows Twitter became the king of Social TV without really trying that hard. Graver, a longtime TV exec, is helping the company become a more purposeful trailblazer. ”There’s a whole ecosystem being described here,” he told Ad Age, “and we’ve only begun to map out that frontier.”

9. American Idol’s finale scores big (read Bluefin Labs)
By the time American Idol drew 1.4 million Social Media comments for its May finale, the overall trend of greater engagement was already clear. What amazed people was American Idol set the Social TV record for biggest finalewhile dropping in the Nielsen ratings from the year before.

8. Shazam enters Social TV
With a quarter-billion users and big-time brands as partners, Shazam entered Social TV with a bang. First it was the Super Bowl. Then it was the Olympics. Then Shazam settled into every day TV. Scan for a song while watching TV and you’re getting the message that Shazam wants to be a player.

7. CNN wins the Social TV election war (read Forbes)
Both on election night, and throughout the campaign, CNN won the Election 2012 Social TV battle over its cable and broadcast opponents. It was a reminder that the cable network is still a big digital player.

6. MTV VMAs catch The Grammys (maybe)
In what was arguably the most sophisticated Social TV integration yet, MTV landed in the #2 all-time slot for mentions, or #1, depending on who was counting. It confirmed two things: 1) MTV is awesome at Social TV; 2) There is no standard for Social TV measurement … yet.

5. The Grammys grab 13 million mentions (read Forbes)
The Grammys’ Social TV numbers were more remarkable, however, because no one saw them coming. Surpassing the Super Bowl and all expectations (including those who measure Social TV), the show had one last surprise: It wasn’t necessarily the Whitney Houston tribute that drove the chatter. In fact, the Twitterverse relatively quiet during that section of the show.

Read the rest of the story at http://www.forbes.com/sites/michaelhumphrey/2012/12/13/social-tvs-top-10-moments-for-2012/.


Via Tony Obregon
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Infographic: TV goes social | IP&TV News

Infographic: TV goes social | IP&TV News | Viewer Engagement and Social TV | Scoop.it
UK price comparison website Confused.com has come up with a handy infographic showing the difference in adoption rates of social TV and second-screen services in the UK and US.

Via #SocialTVConf
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