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Carri Bugbee

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.
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  • 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.
  • All media that fail to offer an enhanced value exchange will soon become spam.
  • 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.
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    All media that fail to offer an enhanced value exchange will soon become spam.
Carri Bugbee

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

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.
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  • 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

Social Media Is No Fad, Cautions Bowditch | TVNewsCheck.com - 1 views

  • “There is no way a journalist can be successful without social media,” he said. “Journalists now have to understand that broadcast is not always the primary delivery medium.”
  • social media is a growing part of the media landscape, including the fact that there are 1.3 billion Facebook users and 646 million Twitter users.
  • Bowditch added that stations will make a serious mistake if they try to integrate advertising into their social media reach. “How do you monetize social media?” he asked, rhetorically. “You don’t. As soon as you advertise … they turn it off and go to the next one.”
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  • tations must recalibrate the way they think about how they put stories together, Bowditch said. Rather than focusing on creating a news story to fit a certain timeslot in a newscast rundown, they must shift to a “story-centric” model of news production and take advantage of their websites and social media posts where time is not a limiting factor, he said.
Carri Bugbee

Social media driving repeat views but fails to draw new audiences | Rapid TV News - 0 views

  • The Talking Social TV study revealed that infrequent viewers are mainly influenced by off-line word-of-mouth, which can be five to ten times as effective as social media in reaching these potential viewers. Conversely, TV show promos were found potentially to be a distraction for regular viewers, repeaters in the nomenclature.
  • Fundamentally the CRE believed that demographics play a more important role than programme genre in explaining the role of social media on TV viewing. By genre, social media was found to play a stronger role for genres such as reality, sports and talk shows.
  • The survey also showed that for repeaters, the first encounters with offline word-of-mouth, or a one-to-one electronic communication such as an email or text, or a social-media communication, are related to higher viewing, while subsequent communications can have diminishing returns
Carri Bugbee

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
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  • 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.
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    "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.
Carri Bugbee

10 Tech Commandments for the TV Industry - 0 views

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    8. Thou shalt hyper-personalize for your viewers Perceptive media may still be a long way from becoming reality, but 'hyper-personalization' (perhaps a clearer description of what perceptive media means) of TV shows based on who's watching could be huge for viewers and advertisers alike. Not seen a show before? Your set-top box will know this and show more of an explanation of what's happened before, while regular viewers get some bonus content for their loyalty. Not a fan of heavy metal? Maybe the soundtrack to the action scene will be automatically changed to something more to your taste without you even knowing. You can read more about the thinking behind perceptive media in our post here.
Carri Bugbee

Television in the social era: It's not about your audience | memeburn - 0 views

  • Some of the key features of this new medium include:Explosion of user participation through social networkingMore screens, increased portability and interfacesGreater aggregation, discovery and availability of mediaTwo-way streaming that allows users to contribute and become broadcastersScheduling and media assembly moving into the homeBetter understanding of user engagement and greater measurement of behaviour
  • “Don’t silo your thinking about content in terms of where it will be seen or how it will be delivered — think about all touchpoints, devices and mediums in a cohesive way,” he says.
  • Soon media will be more about the users than the media creators or the content created
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    "intertainment" (internet oriented entertainment) beyond television. He reckons this will force media creators to rethink how they produce content
Carri Bugbee

MediaPost Publications Social Media Chatter Ups Live TV Stats 03/22/2012 - 0 views

  • A majority (58%) of heavy engagers -- i.e., consumers who share related thoughts via social networks at least 10 times a week -- report watching more live TV, according to an iModerate Research Technologies study.
  • Among some 150 males and females who engage in what Rossow calls “social TV” at least once a week, the emerging behavior has also made these viewers into more active consumers and influencers.
  • An increasing number of viewers also "love the social interaction and frequently add shows to their viewing lineup due to social chatter,” Rossow notes. “That adds up to more time spent on social networks and more hours watching television.”
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  • What sort of consumers are participating in social TV? iModerate found three specific types, which it groups as “The Spots Nut,” “The Extrovert” and “The Girlfriend.”
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    new research shows that social media can significantly increase consumers' TV time. 
Carri Bugbee

How social TV buzz really does move the ratings needle - 0 views

  • linear TV is not an even playing field. So it’s dangerous to conclude that a particularly buzzy TV show bombed in the ratings, and by extension, social media doesn’t influence viewership. Social TV’s influence complements TV but does not exceed it. If a show is buried on the schedule, it will likely fail regardless of the social TV ratings.
  • “TV binge-watching is a pandemic,” explains Slate. None of this viewing is considered — not to mention any DVR’d shows after 3 days — and viewers who discover shows via social media are often more inclined than the general population to watch in an unmeasured way
  • if you’re not investing in social, that silence doesn’t ensure you’ll stay at a ratings par, but that you’ll face an inevitable decline. If you’re not part of the conversation, if you’re absent from the social platforms where millions of TV viewers discover content — across all age groups on Facebook — then your mass media brands become less “mass” over time.
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  • In the end, we know that social TV buzz really does move the ratings needle, and by extension, it helps predict the success of a TV show. But we don’t know how much. It varies by show, by network, by circumstance. While it’s dangerous to assert that social media gets all the credit for a show’s success, it’s even more dangerous to claim that social media makes no mainstream ratings impact.
Carri Bugbee

YouTube superstars: the generation taking on TV - and winning | Tech | The Guardian - 0 views

  • There is growing consensus that traditional media, particularly TV, need to learn lessons from this. "YouTube is beginning to behave like a market leader," noted Elisabeth Murdoch in her 2012 MacTaggart lecture. "Believe at your own risk that their platform is based on homemade videos of cats in washing machines… Brands and talent are using YouTube to create direct-to-consumer relationships. Michelle Phan is the world's most popular make-up expert with over 600 million views. Yes – that's equivalent to a global Olympic audience generated by a 22-year-old putting on Lady Gaga makeup."
  • I'm a professional. If you expect me to jump at the opportunity to do something for free, like you're doing me a solid? No." Perhaps the scariest part of that comment for the old media is that these twenty-somethings know Jamie Oliver best for his supermarket advertising.
  • Cable television offers hundreds of channels, while YouTube gives us potentially millions from a global pool. The second is that technology now provides more versatility for watching content from the internet. For copying the tips from a make-up video, you might choose to use a smartphone in the bathroom; you can watch vlogs in bed on a tablet; for longer, more stylised productions, you've still got the big screen.
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  • "If TV is a monologue then YouTube is a conversation," says Benjamin Cook. "The communal side of TV has been outdated for 10 years. Something like Doctor Who, The X Factor or the Olympics will suddenly get everyone crowded round the TV again, but in general TV just feels more distant to me. I will sit in bed and watch Charlie McDonnell's latest vlog and you feel far closer – like you're watching a friend."
  • at the end of 2010 when the site introduced TrueView, a system that allowed users to skip almost two-thirds of its adverts easily; the innovation being that Google could now charge much more for the ones people did watch to the end
  • "One thing that's completely different is that a lot of creators involve their audience in the creative process," says Sara Mormino, director of YouTube content operations in Europe. "So they ask the audience questions, they ask them to comment and they are also able to look at the stats of exactly who is watching.
  • Feedback is immediate and unfailingly honest, and they tailor their performances every time they post a video. Such an environment has given rise to rabid fandom.
  • When you speak to the YouTubers, it's hard not to think that old-style broadcasters should be concerned by the lack of interest in and sometimes disdain for their product. What this generation (and their audience) loves about the platform is that they grew up with it; it feels like it belongs to them. They make the videos, unmediated by grown-ups, and put them out into the world where they are judged by their peer group.
  • n January 2012, Elisabeth Murdoch's production company, Shine, bought ChannelFlip, a media agency that represents some popular YouTubers, and is expanding rapidly
Carri Bugbee

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

  • 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
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  • 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

MediaPost Publications At The ANA: Social TV Is 'New Media' 02/17/2012 - 0 views

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    Certainly, the Super Bowl reflected brand interest in turning TV into a mosaic of simultaneous marketing events on different screens designed to engage consumers with brands and with each other. Coca-Cola's polar bears were in the beverage giant's TV spots, but they were simultaneously online during the game, commenting on the game and, in a meta-commentary, on their own ad. Tom Cunniff, VP and director of interactive communications at Combe Incorporated, asked if such multi-screen programs risk splitting people's attention across devices. McHugh agreed that the risk exists, but said that, if the central idea is engaging, it only deepens engagement and attention. "We have seen it; consumers are already fragmenting their attention. What social TV does is to bring the experience to life so we can capture consumer attention more." She argued that if the story is good and engaging, it will involve consumers, no matter how many screens are telling it.
Carri Bugbee

How social media users multitask while watching TV - 0 views

  • study by TVGuide found that 27% say they watch more live TV to avoid spoilers via social media.
  • 3 out of 10 people decided to watch a TV show because of something they read or saw on a social networking site. (TVGuide’s study, which didn’t limit respondents to social media users, found that 17% said they started watching a TV show because of a social impression.)
Carri Bugbee

Intel Media opens offices in LA, New York in TV push - Yahoo! Finance - 0 views

  • While Intel has not said how much it plans to charge for its TV service, Intel Media head Erik Huggers has billed it as a premium product, with small bundles of channels and an attractive user interface rather than as a cut-rate option for consumers hoping to save money by canceling their cable subscriptions.
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    billed it as a premium product, with small bundles of channels and an attractive user interface
Carri Bugbee

Video, TV and social: Meet the 5 startups that just graduated Turner Media's latest acc... - 2 views

  • Tomorrowish’s claim to fame is saying that it has the only social media DVR. The company takes the US East Coast conversation during prime time, curates it, saves it, and then brings it together with the West Coast airings.
  • For brands, Tomorrowish will give them more engagement with viewers on social media, sponsored content, and celebrity conversations. Diving into the Social TV, it will work across all platforms so that viewers can interact with shows on mobile devices, TV, or computers. There’s also a mobile API that developers can tap into.
Carri Bugbee

Montreal's Seevibes acquires French social analytics firm TvTweet, opens office in Fran... - 0 views

  • The service analyzes over 3,000 TV shows across “100%” of broadcasters and cable TV networks in Canada, recording 20 million relevant social media interactions each week. The idea is that clients – which currently include Quebecor Media, CBC, and Bell Media – can analyze posts and tweets, both for their own shows and channels, but also the industry over all, and adjust their social media strategy accordingly.
  • TvTweet, founded in Bordeaux, France in 2011, has found similar success in the European market, and is working with companies such as Orange, TF1 and NRJ12 across seven different countries.
davidtetreault

Clear Channel Airports Inks 10-Year ClearVision Deal with ClearTV Media to Continue Bri... - 0 views

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    From Yahoo Finance: Clear Channel Airports , a brand division of Clear Channel Outdoor , and a subsidiary of iHeart Media Inc., announced today it has signed a new 10 year deal with ClearTV and David Tetreault thanks ClearVision to continue their service with ClearTV.
Carri Bugbee

Twitter Ignores the Emmys: Show Falls Flat Across Social Media | TheWrap TV - 0 views

  • The 2012 Emmys flopped on the social media front in comparison to this year’s other prominent awards shows. While the Grammys, Video Music Awards and the BET Awards set new records across Twitter, Facebook and assorted TV companion apps like GetGlue, the Grammys registered a stultifying 1.56 million interactions throughout the day,
  • This year’s Grammy Awards generated roughly seven times more social interaction than last year’s show, according to Trendrr. The Emmys? About one and a half times as much.
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