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Carri Bugbee

2013 Superbowl Ads Favor URLs, Hashtags -Not Facebook | Web Strategy by Jeremiah Owyang... - 0 views

www.web-strategist.com/...vor-urls-hashtags-not-facebook

socialTV social TV superbowl hashtags television analytics

shared by Carri Bugbee on 05 Feb 13 - No Cached
  • 75% of Brands integrate second screen experience, up 7%.
  • Hashtags, presumably aimed for Twitter, dominate over Facebook. Hashtag integration in ads dominated the airtime, with 38% of ads including Hashtags in visual display on ads,
  • Summary: Expect Hashtags to Overake Corporate Websites in 2014 Brands prefer deeper integration on their own website and leverage over-arching hashtags for events
Carri Bugbee

Nascar, Twitter Turn Hashtags Into Pit Stops | Adweek - 0 views

www.adweek.com/...turn-hashtags-pit-stops-140657

socialtv Twitter Nascar television social TV

shared by Carri Bugbee on 19 May 12 - No Cached
  • Up until now when users click on a hashtag, they are shown a page littered with tweets which have included that particular hashtag. But in Nascar’s case, Twitter will curate those tweets through an algorithm, and by hand to give users a behind-the-scenes look at the race.
  • consumers who click on the #Nascar hashtag will be directed to a not-yet-live Twitter page that will aggregate tweets and photos related to the race to create what Nascar svp and CMO Steve Phelps called in a statement a “complementary live race experience.”
  • Carri Bugbee on 19 May 12
     
    Twitter is converting the hashtag into a content destination in its own right through a unique partnership with Nascar announced Friday.
Carri Bugbee

TV x Twitter: New findings for advertisers and networks - 0 views

blog.twitter.com/...s-for-advertisers-and-networks

socialTV social tv television TV Twitter advertising

shared by Carri Bugbee on 08 Feb 14 - No Cached
  • Carri Bugbee on 08 Feb 14
     
    1. #hashtags in TV ads drive positive brand conversation. To analyze the impact of hashtags in TV ads on Twitter earned media, we studied more than 500 television commercials in the consumer electronics category. We analyzed over 63,000 comments in response to those ads, across more than 100,000 television airings. We found that hashtags drive significantly more earned media for brands. TV ads with hashtags had 42% more Tweets about the ads than those without hashtags. 2. Twitter keeps viewers tuned in to advertising. 3. Twitter makes TV ads more effective.
  • Carri Bugbee on 30 Apr 14
     
    People love to watch TV with Twitter. During recent events like #SuperBowlXLVII with over 24.9M Tweets about the game and halftime, or last season's finale of "Pretty Little Liars" with a record-breaking 1.9M Tweets (as measured by Nielsen's SocialGuide) it's clear that TV and Twitter are better together.
Carri Bugbee

18% Of TV Viewers Recall Seeing A Twitter Hashtag During A Show [STUDY] - AllTwitter - 0 views

www.mediabistro.com/...social-tv-study_b21423

socialTV hashtag Twitter

shared by Carri Bugbee on 20 Apr 12 - No Cached
  • 64 percent of US consumers recall seeing some sort of social media symbols – like a Twitter hashtag or a Facebook “like” – while watching TV. And half of these viewers went ahead and interacted with social media after seeing it on the tube.
  • 42 percent remember a “Like” button, 28 percent remember a QR code and 18 percent remember a Twitter hashtag.
  • When asked why they chose to interact with social media after (or even during, as is the case with those of us who can’t leave our laptops powered off while on the couch) a show, the majority (43 percent) said they wanted to get more information about the show or a related product or service.
  • ...1 more annotation...
  • But TV-watchers are also on the lookout for deals: 32 percent said they were interested in getting access to coupons or promotional codes, and 31 percent wanted to enter a contest or sweepstakes.
Carri Bugbee

Why Twitter Paid $90 Million for Bluefin Labs - Dive Into Media - Mike Isaac - Dive Int... - 0 views

allthingsd.com/...-to-90-million-on-bluefin-labs

socialTV social TV Twitter Bluefin labs

shared by Carri Bugbee on 15 Feb 13 - No Cached
  • If you can take [our analytics service] and not just do it about [one event like] the Super Bowl but do it for all TV shows … now you have this comprehensive view into how TV is driving engagement.”
  • Bluefin drills down into specific moments on television, be they advertisements, actual shows or what have you. And Roy says it can grab a larger, more representative slice of the Twitter users tweeting about a specific moment than, say, a hashtag can (as many people may be talking about an event without using a hashtag).
  • Bluefin runs what’s called an affinity analysis, which lets the company figure out “preexisting affinities between TV program audiences and brands.” Moreover, Bluefin can flesh out a profile of a particular Twitter user tweeting in a specific moment, based on that person’s tweeting history.
Carri Bugbee

thinkbox - Press Office - 0 views

www.thinkbox.tv/nds-get-closer-to-conversation

socialTV social TV Twitter television TV

shared by Carri Bugbee on 15 Apr 14 - No Cached
  • Carri Bugbee on 15 Apr 14
     
    How advertisers can plan for TV and Twitter There are three levels of integration between TV and Twitter activity depending on a brand's market and aims:  Integration: where a TV campaign is planned and executed with specific Twitter content and activity built in and around it from the outset Anticipation: being more thoughtful of how Twitter and TV will work together in a brand strategy.  Brands need to plan ahead for TV moments and prepare content to take advantage of it.  They need to include hashtags on their TV ads but have a clear purpose to them - e.g. driving people to a Promoted Trend to find out more information about a product and move consumers along the purchase journey Association: at the simplest level, if a brand is not advertising on TV, it can still be associated with it as its customers will be watching TV and there is an opportunity to contribute
Carri Bugbee

Fox, Twitter Study Says Tweets Encourage Viewing - and Boost Advertisers - TheWrap - 0 views

www.thewrap.com/dvertising-research-foundation

socialTV social tv television FOX Twitter

shared by Carri Bugbee on 01 May 14 - No Cached
  • A new study funded by a TV network and Twitter found that TV and Twitter go great together — not just by getting viewers to watch shows, but by getting them to embrace products promoted by the shows.
  • First, TV-related tweets can inspire people to immediately watch a show they've never seen before, or resume watching shows they'd stopped watching.
  • The survey – ”Discovering the Value of Earned Audience — How Twitter Expressions Activate Consumers” — included 12,577 people recruited on Twitter over two weeks. Participants were surveyed within 24 hours of watching and/or tweeting during primetime.
  • ...3 more annotations...
  • 76 percent of people who have seen a TV-related tweet have searched for a show, 78 percent have taken some sort of Twitter action, like clicking on a hashtag, and 77 percent have watched a show as a result.
  • Forty-two percent have made plans to watch the show later, 38 percent have watched episodes online and 33 percent have changed the channel to watch the show. Also, viewers who live-tweet are more likely to act.
  • Twitter-Engaged TV Viewers Tweet 24/7 While 72 percent of TV tweeters tweet when they watch live broadcasts, 60 percent tweet about TV shows when they are not watching them, and 58 percent tweet about TV shows while watching them after they originally air. Actors/Talent Are Most Preferred Source Forty percent of tweeters prefer to see tweets from a show's stars, 26 percent like to see them from friends and family, and 18 percent prefer them from official show handles. TV Tweets Drive More on Twitter, Other Social Platforms Seventy-eight percent take immediate action after seeing a TV Tweet, 41 percent click on the show's hashtag to find out more information; 39 percent retweet show tweets, and 35 percent follow stars on Twitter.
Carri Bugbee

Twitter's Nascar TV Ad Schools Advertisers on New Product | Digital - Advertising Age - 0 views

adage.com/...235294

socialTV Twitter Nascar hashtag brand page

shared by Carri Bugbee on 01 Jul 12 - No Cached
  • ut Nascar's new page has a key new feature, which is the ability to pull in tweets related to a live event from a variety of sources. In the case of Nascar, tweets about Pocono 400 were being pulled in from drivers like Jeff Gordon as well as sports writers, and the curation was executed through an algorithm that searched for relevant content with the assistance of human editors, according to a Twitter blog post. It's further evidence of Twitter's desire to be the platform advertisers turn to when they're looking to execute promotions around major live events such as the Super Bowl or the Oscars. Last month, they announced a partnership with ESPN to create branded campaigns around tentpole sports events.
  • #Nascar page is the first of its kind and has a slightly different layout than the brand pages Twitter unveiled in December, which feature customizable header images and enable brands to keep a particular tweet -- often a photo or video that can auto-expand -- at the top,
  • Carri Bugbee on 01 Jul 12
     
    But Nascar's new page has a key new feature, which is the ability to pull in tweets related to a live event from a variety of sources. In the case of Nascar, tweets about Pocono 400 were being pulled in from drivers like Jeff Gordon as well as sports writers, and the curation was executed through an algorithm that searched for relevant content with the assistance of human editors,
Carri Bugbee

Twitter iOS Redesign Focuses on Streams, Media, TV and Photos - Mike Isaac - Social - A... - 0 views

allthingsd.com/...design-to-court-the-mainstream

twitter socialTV social TV streams television tv

shared by Carri Bugbee on 17 Sep 13 - No Cached
  • real aim to is help guide first-timers who have decided to download the app after seeing hashtags or “@” signs on TV ads.
  • Instead of taking days or weeks to figure out what’s so cool about Twitter, for instance, a newcomer could instantly stumble into a conversation happening about their favorite prime-time drama, during the very moment that show airs.
  • Much of the idea behind the overall redesign is to combat the massive user churn and retention problems
  • Carri Bugbee on 17 Sep 13
     
    Twitter is experimenting with another stream dedicated solely to TV-related tweets and conversations, one which will likely find its way into Twitter's redesigned app.
Carri Bugbee

These Are the Biggest Hurdles Facing Social TV | Adweek - 0 views

www.adweek.com/...urdles-facing-social-tv-149343

hurdles socialTV social TV television tv twitter social Media

shared by Carri Bugbee on 24 Sep 13 - No Cached
  • Not every TV show is appointment viewing, and it’s safe to assume that not every show will be hashtag TV.
Carri Bugbee

Twitter Spoiler Block: Netflix Has Spoiler Foiler for 'Breaking Bad' | Variety - 0 views

variety.com/...eaking-bad-spoilers-1200662567

socialTV social TV television tv social twitter spoler hashtags Netflix

shared by Carri Bugbee on 24 Sep 13 - No Cached
  • The app takes an aggressive approach, blocking any tweet with the words “breaking” or “bad,” even if they may have nothing to do with the show, or are merely innocent comments on the show’s Emmy win. However, for those who have to wait to watch the finale, it may be better to be safe than sorry.
  • “Bad” fans can log into the website through Twitter and view a relatively normal version of their timeline, the only change being that tweets that could contain spoilers are blacked out with a spoiler warning. They have the option of clicking on the tweet to view it, if they so dare.
Carri Bugbee

Experts: Social Data Is Key to Measuring Television Success - 0 views

sproutsocial.com/...social-media-tv-metrics

socialTV social TV television TV Twitter measuring social data analytics advertising

shared by Carri Bugbee on 27 Nov 13 - No Cached
  • Seevibes created its own “Seevibes Score” — a composite score that consolidates data on market share, social impressions, loyalty levels, engagement rate, frequency, and level of response — to gauge how a show is performing socially. “The level of audience engagement with TV via social networks with television has surged by 500% year-after-year. This can make it difficult to compare broadcast numbers over time,” explains Maisonnave
  • “These social data points are giving us a new barometer for success or failure when we’re talking about engaging TV audiences,” says Youngling. “Content, both programmatic and advertorial, is now subject to an entirely new set of consumer-driven metrics. We talked about must-see TV back in the Seinfeld days, and now it’s evolving into the idea of must-comment TV.”
  • “Twitter didn’t have to train or persuade people to change their behavior,” says Bugbee of the network’s television chatter. “It just had to capitalize on what people were already doing. I think that’s why Twitter’s so powerful: it’s easy, it’s obvious, and it’s open.”
  • ...2 more annotations...
  • “There are calls to action in all sorts of programming that are encouraging people to get involved and continue the dialog with that programming,” says Youngling. “For brands, the data is really showing that it’s incredibly impactful and meaningful. When you give audiences the opportunity to interact, they will.”
  • “If shows don’t get good ratings they don’t stay on the air,” says Bugbee. “You see television encouraging social activity with hashtags on shows. Ostensibly, if I’m not watching Dancing with the Stars and I see a lot of posts from my friends who are talking about it, maybe I should tune in.”
Carri Bugbee

Twitter Gets TV Tie-Up Deal With Comcast - Peter Kafka - Media - AllThingsD - 0 views

allthingsd.com/...with-an-ambitious-comcast-deal

socialTV television Twitter comcast social TV

shared by Carri Bugbee on 31 Oct 13 - No Cached
  • The gist: Later this fall, Twitter users will start to see a “See It” button on messages about some of Comcast-owned NBCUniversal’s shows, like “The Voice.” Clicking on those Tweets will open up a Twitter “card” with more information about the shows, and Twitter users who are also Comcast pay-TV subscribers will be able to record or watch the show directly from their computer or mobile device.
  • “We want to make the conversation on Twitter lead to consumption,” said Sam Schwartz, Comcast’s chief business development officer.
  • The deal also includes an “Amplify” advertising deal with Twitter, where Twitter and NBCUniversal will both sell ads against short video clips from the programmers’ shows.
  • ...1 more annotation...
  • But Schwartz said the two companies should be able to get the button to appear using hashtags fairly shortly, and may even have that ability ready for next month’s launch.
Carri Bugbee

Three reasons why Facebook can't beat Twitter for social TV | Econsultancy - 0 views

econsultancy.com/...n-t-beat-twitter-for-social-tv

socialTV social TV television TV social twitter facebook

shared by Carri Bugbee on 12 Oct 13 - No Cached
  • The branded nature of the most prominent Facebook posts when searching for terms means I’m really looking at mini PR statements. But in the heat of my favourite TV show, I’m not looking for PR, I’m looking for reactions, things I can agree and disagree with.
  • not only do the hashtags create no additional exposure; they have a negative effect on virality.
Carri Bugbee

Viacom Looks to Set Social Media Guarantees | Media - Advertising Age - 0 views

adage.com/...292571

shared by Carri Bugbee on 15 Apr 14 - No Cached
  • Viacom is taking steps toward offering advertisers guarantees for the social media impact it can give them.
  • The resulting measurement platform -- dubbed Echograph -- will bring a level of accountability to social media that has yet to be seen from TV networks, Mr. Lucas said. It will let Viacom give clients data on reach, influencers, engagement, age and gender breakdowns and hashtag popularity, among others.
  • clients can make use of Viacom Echo Social Media Network, which tailors Velocity-created campaigns for social media.
  • ...2 more annotations...
  • A hypothetical buy under the new program could instead involve a marketer commissioning custom social-ready content -- video, gifs, images -- from Viacom Velocity, to be distributed through the company's various social accounts and its partnerships with players like Twitter and Tumblr.
  • Echograph will be exclusive to Viacom through October, but Mass Relevance Chief Strategy Officer Jesse Redniss said they may look to partner with other TV networks and companies to provide this data in the future.
Carri Bugbee

Twitter and TV: How should brands respond to multi-screening? | MyCustomer - 0 views

www.mycustomer.com/...166804

socialTV social TV television TV Twitter ads advertising

shared by Carri Bugbee on 15 Apr 14 - No Cached
  • On their own, Twitter efforts resulted in a less-than-inspiring 4% boost in positive reactions to the well-known supermarket. Similarly, TV only managed to generate a measly 4% incline. However, as a twosome, TV and Twitter notched up a far greater 21% rise – that’s 21% more people willing to do their next shop at Sainsbury’s than before.
  • “This interaction between TV and Twitter is not something that we’ve orchestrated,” Mortensen reminded us. “It’s something that the audience are doing themselves. It’s driven by people, so it’s very natural.”
  • The findings indicated two different ways of engaging with Twitter in connection with TV – the ‘lean forward’ and ‘lean back’ approaches. Those who ‘lean back’ while interacting want stimulation without having to commit. In causal browsing mode, they will switch between the first and the second screen at will. Advertisers should not make the mistake of thinking that this nonchalant attitude creates disengagement though – having both screens working together keeps people in the living room in front of ads and makes them less likely to wander off. This type of audience are still taking in messages implicitly, and often find themselves unconsciously responding to brands' triggers.
  • ...7 more annotations...
  • Those who interact while ‘leaning forward’, meanwhile, are actively looking to extend the TV experience. They seek to become part of the show and become empowered by having their voice heard. This kind of interaction is very emotive, and it’s this emotion that heightens engagement.
  • three-quarters of users look up a tweet when they see it advertised. As a result, TV ads which feature hashtags drive 42% more conversation than those which don’t.  
  • different types of TV shows have different social rhythms which determine the points at which people tweet, meaning brands must choose their moment carefully. So, advertisers need to understand how broadcasted content works in order to anticipate activity and capitalise on prime moments.
  • 3. Association – If your brand isn’t on TV, or if a campaign has come to an end, you can still engage your audience on Twitter by capitalising on trending TV moments.
  • the findings show that, on the whole, entertaining tweets – which are either interesting or funny, or best of all, both – are the most effective.
  • Receiving a retweet “evokes a strong positive emotional reaction” according to Thinkbox, which, for advertisers, is right on the money. Literally.  
  • “The increasing evidence we’re seeing is that there is a symbiotic effect. So when tweets go up, viewing [of the related TV show] goes up... and when the viewing of a show goes up we see evidence of tweets going up as well.” 
Carri Bugbee

Twitter Ad Strategy: Team Up With TV Content Creators - Businessweek - 0 views

www.businessweek.com/...am-up-with-tv-content-creators

shared by Carri Bugbee on 26 Apr 14 - No Cached
  • 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.”
  • 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.”
Carri Bugbee

Cards is the name of the game and Twitter's holding aces - Lost Remote - 0 views

lostremote.com/d-twitters-holding-aces_b44459

Twitter cards social TV socialTV second screen 2nd screen

shared by Carri Bugbee on 12 Jun 14 - No Cached
  • Twitter based information is now directly integrated into the guide of the X1 platform. Not only will users be able to scroll through the guide and see which shows are currently trending on Twitter, they will be able to reorganize and filter the programming based on what’s trending and change the channel from there.
  • Last week, Xbox and Twitter announced that Twitter will be directly integrated into the Xbox One’s TV experience. Automatically displaying tweets related to the show you are watching in a Lower Third type overlay experience as well as Trending hashtag and topic information integrated into the Xbox One’s OneGuide.
  • Curatorr may be powering curated streams of show based twitter content for EVERY show in Xbox One TV. Keeping in mind here that Curatorr is a Twitter owned product, these curated streams of content can be further fine tuned after the initial airing of shows and can then be “restreamed” as a Social DVR of sorts.
  • ...1 more annotation...
  • over one in five U.S households watching TV Everywhere content. And while still a smaller part of overall TV viewing at 6%, viewing on game consoles (Xbox One, PS4 etc..) and OTT devices (Apple TV, Chromecast, Roku etc..) saw a major increase in consumption with a 123% increase.
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