Twitter is specifically about what is happening right now,” says Ron Amram, senior media director of Heineken USA, adding that Amplify has become Twitter’s most promising ad tool. “To allow a brand to have real-time ownership of a video that says, ‘This is what you need to know right now’ is pretty powerful.”
7More
Twitter Ad Strategy: Team Up With TV Content Creators - Businessweek - 0 views
-
To attract more social media attention, “marketers are taking moments that would have been talked about at the water cooler and are allowing them to unfold live,” says Adam Bain, Twitter’s president of global revenue.
-
A division of 30 employees works with media companies to ensure that networks and their actors tweet during broadcasts and that Twitter hashtags and user names appear on the screen
- ...4 more annotations...
-
We are trying to make it feel like the television is magically beaming the clip down to your phone,” says Glenn Otis Brown, the senior director who heads Amplify and a former YouTube executive.
-
“What makes it work best is that it builds on our main screen,” says Jeff Lucas, the head of sales, music, and entertainment at Viacom Media Networks. “Consumers, particularly millennials, don’t want to miss out on a conversation,
-
The company wouldn’t say how it’s divvying up the Amplify ad revenue, but the media rights holders are taking the majority cut
-
“People can’t get enough video,” says Tom Bedecarre, chairman of digital advertising firm AKQA. “But if it’s not just any video, if Twitter has gone and cherry-picked all the best moments from cable networks, sports leagues, and all the top content owners, then they are going to have amazing content that people want.”
7More
The Future of TV? No More Commercials, Netflix Exec Says | Media - Advertising Age - 0 views
-
traditional scheduled TV is limited by what he called the "tyranny of the grid," or the 21 hours of prime-time programming that get the most viewers. Anything that doesn't fit into that grid gets thrown out
-
In contrast, internet TV allows audiences to aggregate over time and space, and can afford to curate content that has smaller audiences at any one time.
-
Netflix originals don't need to be 48 minutes long to fit into a prime-time schedule, and don't need to force cliffhangers that keep viewers in suspense for the next episode, because viewers can "binge" into the next episode right away.
- ...4 more annotations...
-
Netflix is using its massive collection of consumer data to learn what users want to see and generate personalized recommendations for everyone.
-
In a more personalized, unbundled world, advertising would also need to evolve. "Internet TV is divorced of the need of advertising revenue because we can develop direct relationships with the consumer," Mr. Hunt said, calling the subscription, ad-free model is very popular with consumers.
-
he same technology that lets Netflix personalize recommendations could also allow streaming services to select the right commercial for the right consumer. This would mean viewers see fewer, but more relevant ads, and marketers would be better able to target very specific consumers.
8More
shared by Carri Bugbee on 09 Oct 13
- No Cached
Tweets Provide New Way to Gauge TV Audiences - WSJ.com - 0 views
online.wsj.com/...702304171804579119342816300078
tweets nielsen socialguide television TV social TV socialTV analytics
![](/images/link.gif)
-
Twitter's 49.2 million U.S. users generally skew younger and are disproportionately in cities, for example, according to marketers and media analysts.
-
marketers see potential value in knowing which shows have Twitter enthusiasts. For some, it is becoming a factor when they purchase TV time: The theory is that if fans are engaged on Twitter that "means the ads are also being paid attention to,"
-
The stakes are high for Twitter, which is under the spotlight of an initial public offering of stock and has identified TV-related ad spending as a crucial revenue driver.
- ...4 more annotations...
-
"If your show is creating conversations on Twitter, it is more valuable, and you should get credit for that," said Rachael Horwitz , a spokeswoman for Twitter, which provided information to Nielsen to help create the new Twitter TV ratings.
-
At an industry event in Beverly Hills this summer, CBS Chief Research Officer David Poltrack id "word of mouth" interactions about TV mostly still occur face to face, not on social media. He said that while Twitter's importance is growing and CBS is "immersing" itself in it, "right now it is focused on a small segment of the population."
-
Nielsen says the number of people tweeting about TV was 19 million in the second quarter, up 24% over the year-earlier period.
-
"We are a national company and our sales come from the suburban market more so than the metropolitan areas, where [Twitter's] strength lies," said Michael Zuna , chief marketing officer of the insurer.
6More
shared by Carri Bugbee on 15 Apr 14
- No Cached
AwesomenessTV boss talks YouTube networks for kids: 'I don't think we're replacing tele... - 0 views
www.theguardian.com/...eness-tv-children-online-video
youtube video streaming UGC user generated content
![](/images/link.gif)
-
Robbins, whose career has included producing TV shows Smallville and One Tree Hill, admitted that it's still much more profitable to have a popular TV show than a popular YouTube show, but sees that changing. "The advertising model is catching up very slowly. Right now TV is getting this much money, and YouTube is getting this much," said Robbins, with gestures to indicate huge and tiny ad revenues respectively.
-
That's one reason why DreamWorks bought AwesomenessTV so early in its growth. Robbins said the company plans to spend around $10m creating shows this year, from bigger projects like Side Effects to smaller videos designed for viral sharing.
-
"There's a handful of companies in Los Angeles right now who I think are going to be the next generation of cable networks,
- ...3 more annotations...
-
What would Robbins be doing if he was in charge of Nickelodeon in 2013, for example, to respond to changing habits of their audience, and disruptive competition from the YouTube world? "The one thing that I would do: I don't think they make enough content. If you look at the primetime schedule on most of those networks, there are three to four original shows on, and it's not enough. It used to be enough when there were only two channels, but now with a mobile and a tablet, I have so many choices," said Robbins.
-
"That's the big problem: the model is broken. Their shows are relatively expensive to make, so they can only afford to make a certain number of them. So they are sort of stuck, and until they figure out how to change that model, you're going to see the audience keep eroding."
-
children are still sitting on their sofas watching videos, but the source is now YouTube and the devices are smartphones and tablets. "It's not just my kids, or kids in the US. It's kids everywhere," said Robbins, adding that half his company's views come from outside the US, and that half its views and comments come from mobile devices.
4More
Twitter to tip off instant replays for March Madness - 0 views
-
"Instant replay plays to Twitter's strength of news in real time and on mobile," says Glenn Brown, director of promoted content and partnerships at Twitter, which is partnering with Turner Broadcasting. A third party, Silicon Valley-based SnappyTV, is supplying the underlying technology to deliver 15-second video highlights. Consumers can follow @marchmadness for video.
-
The "instant replay" concept, which Twitter introduced last year with ESPN for college bowl game highlights, offers Twitter a way to strike up advertising sponsorships. Also, it fortifies Twitter's format for brand names to embrace the microblogging service.
-
Eventually, eMarketer estimates Twitter will account for 13% of U.S. social-advertising revenue by 2014 ($807.5 million), compared with 5.5% last year ($288.3 million).
- ...1 more annotation...
-
Twitter's Brown says the idea of posting real-time video on mobile devices via Twitter has created "lots of interest from advertising networks" for sports and non-sports events.
6More
shared by Carri Bugbee on 11 Apr 13
- No Cached
Nielsen adapts to track 'TV-free' homes - Business - CBC News - 0 views
www.cbc.ca/...business-nielsen-ratings.html
nielsen tracking cord-cutters social TV television analytics
![](/images/link.gif)
-
Nielsen Co. started labelling people in this group "Zero TV" households, because they fall outside the traditional definition of a TV home. There are 5 million of these residences in the U.S., up from 2 million in 2007
-
For the first time, TV ratings giant Nielsen took a close look at this category of viewer in its quarterly video report released in March. It plans to measure their viewing of new TV shows starting this fall, with an eye toward incorporating the results in the formula used to calculate ad rates.
- ...3 more annotations...
-
he Zero TV segment is increasingly important, because the number of people signing up for traditional TV service has slowed to a standstill in the U.S.
-
Then there are the "cord-nevers," young people who move out on their own and never set up a landline phone connection or a TV subscription.
8More
The Amplified Experience is Critical to Media Relevance -- Graeme Hutton - Graeme Hutto... - 0 views
-
The Advertising Platform Formerly Known as Mass Media Advertising communications channels have always offered their audiences a value exchange. For instance, TV provides entertainment experiences in return for advertising and indirectly a cable fee, magazines present an edited cornucopia of material on a selected topic in return for a cover price and advertising.
-
Social media and digital advertising are currently testing the limits of their value exchanges by expecting consumers to provide specific information about themselves or their behaviors, which the digital properties can subsequently leverage in targeted advertising.
-
now younger consumers’ growing sense of entitlement gained in the digital world (where information was often offered at low or zero cost) is shifting across all channels. We only have to look at the emergence of TV cable cord-cutters or the growth of services such as Bit Torrent for evidence of this. Bit Torrent has increased its audience by over +70% in the last two years to a monthly audience of 23 million users.
- ...4 more annotations...
-
If a media channel doesn’t offer an enhanced array of fresh new experiences to reinforce its value exchange, it will be potentially regarded as spam. The only way mass media can respond to this is either by a) reducing their direct costs to consumers or the advertising load or b) increasing the depth and variety of experiences.
-
ad clutter appears to undermine TV effectiveness by up to -25% compared to digital video alternatives.
-
Mass media are based on old models of communication. If anyone still doubts this, they only have to look at the aggregate declining audiences and revenues of magazines, newspapers and radio over the last ten years. Television’s threat comes in the form of its ageing process. In the last quarter of 2008, the average age of the TV broadcast primetime viewer was 49, in the same quarter last year it was 51. About 50% of TV viewing is now among the over 50s.
6More
Apps For Mobile Viewing Challenge Cable Operators, TV Networks | Fox Business - 0 views
-
Media companies also want to gather and crunch all the data about viewing habits they can to sell to advertisers. The companies receive less high quality data when people watch network programming through an app from Dish Network or DirecTV instead of using their own apps.
-
"Both sides are paranoid. The operators think that if the programmers can create a one-to-one relationship with the consumer, some day they peel off and become their own HBO," said an executive at a media company involved in content negotiations who was not authorized to talk to the media.
-
Ad sales on the platforms are still small and hard to estimate, but revenue is expected to grow as more viewing moves to mobile devices
- ...2 more annotations...
-
There's also fear from operators that if programming providers build up large audiences through their own apps, they could one day go "over the top" or dispense with cable. One of the most closely watched issues in pay TV is when popular streaming service HBO Go will go direct to consumer.
-
usage of these apps is still small compared with how many people watch TV the traditional way. But it is growing quickly. The "Watch ESPN" app is available in 55 million U.S. homes and has been downloaded 24 million times, ESPN said, and minutes viewed on the app on mobile devices is up more than 6.5 times from two years ago.