SocialTVNews
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SocialTVNews
A collection of news stories covering the SocialTV revolution
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Shazam's App To Expand Olympic TV Spots Into Social Media Experiences

Shazam's App To Expand Olympic TV Spots Into Social Media Experiences | SocialTVNews | Scoop.it

Connecting the Internet with television viewing through mobile devices, the discovery media company Shazam will provide NBC Olympics, a division of the NBC Sports Group, a social TV experience during the 2012 London Olympics.

 

On NBCUniversal properties--NBC, NBC Sports Network, MSNBC, Bravo and CNBC--U.S. viewers can use the Shazam app on their mobile device to view polls and share on Twitter and Facebook, unlock unique content about athletes, and gain up-to-the-minute information on results and medal counts.

 

Millions are expected to watch coverage this summer.

 

The deal comes at a time when broadcasters and social media are more comfortable collaborating. In the United States, 88% of tablet owners and 86% of smarphone owners use their device while watching TV in a 30-day period, according to Nielsen.

 

Shazam's goal to expand 30- and 60-second spots into a three-minute video or experience on Twitter and Facebook will likely tie brand sponsorships into the agreement. It's not clear if the network will use the partnership to run 15-second tune-in spots.

 

What is is that viewers can tap the Shazam app in front of the TV and in two seconds get transported to another experience across the Internet. "We see the strategy as taking a 30-second TV spot and turning it into three minutes or more of engagement on the Web," said Evan Krauss, EVP of advertising at Shazam.

 

Nabisco launched a social media campaign on TV for Wheat Thins late last week using Shazam to spread the word on Twitter and Facebook. Through Shazam's technology, the audio in the television ad identifies the sound and links to a pre-written Twitter post. Those who tweet the post get a free sample of the product.

 

Krauss said between 60% and 90% of consumers who initially engage with a Shazam ad take further action, such as tweet a post or watch a video. Many consumers come back to the platform to explore the brand's advertisement up to three days later.

 

Consumer packaged-goods companies tend to do well with coupons. Movie studios do well with trailers, times and ticket purchases.

 

The "Men In Black 3" TV trailer built on Fandango gave consumers movie times in relation to their location, as well as allowed them to purchase the tickets. More than 80% of the time, consumers will spend more time with the trailer on the second screen.

 

Backend analytics give advertisers aggregate numbers of people who "Touch to Shazam" on a smartphone or iPad. Advertisers also have access to reports that monitor each second. Krauss said "overlaying these numbers on top of TV schedules gives brands insight into markets, programs and commercial pods that drive engagement in spots."

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Telemundo Takes Social TV Strategy to Next Level With New Novela 'Relaciones Peligrosas'

Telemundo Takes Social TV Strategy to Next Level With New Novela 'Relaciones Peligrosas' | SocialTVNews | Scoop.it

NBCUniversal's Telemundo Media is looking to make 2012 a banner year for its social media strategy with its latest original telenovela, Relaciones Peligrosas, being its biggest effort ever. The Spanish-language broadcaster's latest original, which premieres on TV on Tuesday, will include tweets from characters' Twitter handles during the show and also use Facebook and YouTube to engage audiences.

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Why NBC News Bets on Social TV | Digiday

Why NBC News Bets on Social TV | Digiday | SocialTVNews | Scoop.it

The death of broadcast TV news has been greatly exaggerated. And social media might just breathe new life into it.

 

NBC is betting social channels can invigorate “The Today Show,” “NBC Nightly News” and its other news programs. The network, which leads in the nightly news ratings, has gone all-in on social, building a solid community of 10 million followers across several social platforms. Its personalities, such as Ann Curry, Rachel Maddow and Brian Williams, eclipse the 5 million mark on Twitter alone. And the network has a strong following on Facebook, Instagram, Google Plus and Tumblr.

 

That’s good news considering that NBC, like its competitors, faces a demographic challenge: TV news is for the olds. For the week of February 13, of the roughly 25 million viewers who tuned into the Big Three’s nightly news programs, 27 percent were in the 25-54 age range. In other words, there’s a reason why so many Viagra and heart medication commercials are aired during the evening news slot: the audience is old, real old.

 

The question is what to do with all these social network followers — and whether they can invigorate the rather tired genre of TV news. The key for social TV, according to Ryan Osborn, senior director of social media at NBC News, is pushing viewers to be active on social networks rather than simply passive couch potatoes.

 

“Social TV is a cross-functional effort at NBC News,” said Osborn, who leads a team of three. “To tell stories at scale across all platforms takes a lot of coordination. To make this happen, we bring together teams from editorial, marketing, ad sales and technology to help foster community around the programming that we distribute to a mass audience on television.”

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