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Carri Bugbee

Twittervision: Twitter Taps Video Via Amplify, TV Ad Targeting, Vine | Variety - 0 views

  • . In keeping with the company’s emphasis on being the go-to platform to collectively share experiences in real time, Costolo hinted, at a recent appearance at the Brookings Institute in Washington D.C., that Twitter is testing a feature that would allow users to essentially “replay” live events and pinpoint peak moments that can be viewed if missed the first time around.
  • Yet another form of video that will be coming to more and more Twitter feeds is TV Ad Targeting, a clever tool the company took out of beta last week that identifies someone who tweets about a show as likely to have just seen a commercial, and streams to them an accompanying digital promotion.
  • Twitter is also looking a lot like a venue for programming: Several innovative new episodic shortform series have used Twitter as a distribution platform in recent months.
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  • “What it tells me is that Twitter is going to be a player in video distribution,” said Erik Flannigan, executive VP of multiplatform strategy and development at Viacom Entertainment Group
  • For Twitter, the advertising opportunity has come in an area that skeptics early on thought was inviolate territory: inside the stream of tweets from each user’s followers.
  • While Twitter has always been an effective springboard for TV, the platform previously strictly sent users to the TV set or to a link in another browser or app via retweet. That changed in June 2012, with the introduction of Twitter Cards, which essentially expanded a space once restricted to 140 characters to accommodate anything from a still photo to a video player — all without leaving Twitter.
  • For Twitter, Cards also paved the way for Amplify. Twitter first tested the initiative with ESPN last December during telecasts of BCS college football games. Thirty-second game highlights were targeted at sports fans in the Twittersphere just moments after they occurred in real time as a means of drawing more viewers from that segment of the audience most interested in the content, as well as to retain those already watching.
  • Twitter began bringing together other networks and advertisers for Amplify campaigns, including Turner Broadcasting with AT&T and Coke Zero for the NCAA men’s basketball tournament; and with Sprint, Taco Bell and Sony Pictures for NBA postseason games.
  • To wit, BBC America used Amplify for the season premiere of “Top Gear,” seeding Twitter with all sorts of video extras synched to the show’s airing but not available in the broadcast itself.

  • Having introduced TV Ad Targeting in beta mode in May, last week Twitter touted engagement metrics that should help encourage more advertisers to sign on. Among the first brands to experiment included Jaguar, Samsung and Holiday Inn.
  • Video can be intertwined with photos and text. It’s not entirely different from the model of so-called alternative reality games, but it is rooted on the social network instead of an array of websites.

    “I call it ‘disembodied media,’ ” said Mark Ghuneim, founder and CEO of social media tracking service Trendrr. “It’s a disembodied TV show taking place in disparate parts, times, and sources. It’s crazy in a great way.”

  • Interactive or participatory TV has been on the margins of the business for so long that it seems like it’s never going to happen. But Twitter may be just the soil where a long-delayed germination could actually take root. Let’s not forget that the average member of any audience has a device in their pocket capable of transmitting quality video — how can that not disrupt the traditional understanding of what programming is?
Carri Bugbee

thinkbox - Press Office - 0 views

    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

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

  • 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.
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  • 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

In TV We (Still) Trust: 73 Percent of Americans Cite Television as Their Preferred and ... - 0 views

  • Almost three quarters of Americans (73 percent) prefer to get their news from television, which also ranks first among the most trusted news outlets. Social media (23 percent) is the fifth preferred news outlet, behind news websites (52 percent), print magazines and newspapers (36 percent) and even radio (25 percent).
  • No one wants to pay for online news. Eighty-six percent of respondents believe that mobile and online news should be free. Only 10 percent of Americans pay for an online news subscription, but more than half (56 percent) pay for a print subscription.
    • Press releases are trusted. Of company-generated news, respondents report trusting press releases the most (33 percent).

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  • Forty-one percent of 18-34 year olds chose social media as their preferred news source, after television and news websites. 
Carri Bugbee

MediaPost Publications TV-Related Tweets Kick-Start Viewers 03/25/2014 - 0 views

  • 90% of those who see TV show-related tweets have taken “immediate action” -- either to watch a particular TV, search for related information, or share content.
  • the research says of those exposed to TV-related tweets, 77% have watched TV show content; 42% have made a plan to watch the show later; 38% have watched episodes online; and 33% have changed the channel to watch the show.
  • 76% have done searches for a show and 78% has clicked on a show’s hashtag or followed a talent’s handle or retweet TV-related tweets.
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  • the majority of those who are exposed to TV-related tweets “are also highly likely to watch a show they’ve never watched before, or resume watching a show that they’d previously stopped watching,” as a result of a TV-related tweet.
  • The majority of TV viewers -- 72% -- tweet when they watch a live broadcast; 60% tweet about TV shows when they are not watching them; and 58% tweet about TV shows while they watch on time-shifted platforms, like OnDemand, Hulu, iTunes and Amazon.
    TV viewers' exposure to TV-related tweets can yield "immediate" action.
Carri Bugbee

Who Rules The Second Screen, Facebook Or Twitter? - 1 views

  • Despite a user base only 20% the size of Facebook’s, Twitter routinely hosts discussions that rival the size of those taking place on the larger platform. If you narrow the comparison down to original content — Tweets versus Posts — Twitter boasted more interaction around nearly all of the broadcasts SecondSync examined in its study.
  • The difference in time windows is just one of several apples-to-oranges problems that crop up when attempting to compare second-screen patterns across the two platforms. A more substantive one is how to weight the various types of actions permitted in both places. Is a Like more akin to a retweet or a Favorite?
  • But even a comparison that assumes that comments are worth as much as original posts suggests that Twitter owns a disproportionate share of TV discussions.
    Jeff Bercovici Forbes Staff
    Thanks so much for sharing. The study quoted liberally, thatFB commissioned by the way, is neither objective or thorough. Second Synch and FB are partners and the "data" was supplied by FB. The author is to be commended for recognizing the "apples to oranges" aspects of the comparison of FB to Twitter but I think the idea that Social Media will be zero sum arena likely misses some interesting analysis. Of all things, social media is never going to be zero sum, though marketers will have to make decisions about one vs. another for their clients needs. Obviously a blog post isn't profound but this one doesn't exactly further the discussion as much draw a tidy conclusion rather than the more nuanced reality that, IMHO, is a more interesting.
Carri Bugbee

Millennials Watch Video On Smartphones - Business Insider - 0 views

  • YuMe conducted a study that tracked how millennials consume media, finding that 13% watch video content on their smartphones while they work, while another 13% watch while they shop. In total, 94% of millennials are multitasking (and likely distracted) while viewing content.
  • Smartphones and tablets, not televisions, are the gateway to a millennial audience. Millennials recall brands at a much better rate when they're on mobile devices, and they think of the TV as old-fashioned. In fact, only 3.1% of millennials consider brands that advertise on TV as being "modern."
  • More than twice that number think of smartphone advertisers as having "modern" brands.
Carri Bugbee

Limited-Series TV and the Web: A Perfect Marriage | Seamus Condron | - 0 views

  • You want your new definition of social TV? There you have it. It's not a useless check-in app, it's short, sometimes sweet, sometimes powerful, highly consumable content. When you marry that with TV content that shares the same characteristics, you have a bright future for quality television and its second screen.
  • Limited series, anthology formats, and binge viewing Netflix shows are beginning to resemble how one-offs like the Super Bowl or the Grammy's behave on the Web, where there's a groundswell of conversation for a limited period of time.
Carri Bugbee

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

    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

Viggle CEO on Dijit Acquisition : 2nd Screen Society - 0 views

  • Viggle Jan. 29 acquired Dijit Media, which builds and distributes a programming discovery service (NextGuide) for the Web and the iOS platform, that helps viewers search, find, and set reminders for their TV shows and movies, anywhere they’re available.

    “In a world where consumers have more choice than ever about where, when and how to watch programing, we are bringing to market a comprehensive platform to get the right show in front of the right person at the right time — wherever it is airing,” Consiglio said.

Carri Bugbee

i.TV Drops GetGlue Brand, Launches 'tvtag' App | Cable Television News | Broadcast Synd... - 0 views

  • Almost three months after striking a deal to acquire second screen TV app specialist GetGlue, i.TV has "retired" the GetGlue brand while introducing a new brand and social TV app called "tvtag" that will enable users to share, comment on and react to what they’re watching.
  • Tvtag will aggregate the i.TV second screen audiences from GetGlue, DirecTV and Nintendo (via the Nintendo TVii feature that’s baked into the Wii U console and Wii U GamePad). i.TV CEO Brad Pelo said the move will give tvtag access to an aggregate, potential reach of about 10 million users.
  • The new app replaces the GetGlue platform with one that  lets users “tag” moments within individual TV shows and sporting events with comments, doodles and memes. Keeping some of the old GetGlue features in place, tvtag will still let users “check in” to a show to unlock digital stickers, while also integrating user polls tied to TV content and the ability to share show-related info on Twitter and Facebook.
Carri Bugbee

Verizon Looks to Give Intel's OnCue a New Home - DailyFinance - 1 views

  • Investors should keep tabs on Verizon's negotiations with Intel to see if Verizon acquires the OnCue Internet-based TV services. If the deal goes through, investors should pay attention to how Verizon plans to use the OnCue services. Bundling OnCue services with Redbox Instant would incentivize subscribers to use Redbox services as a complete TV and movie entertainment package. Outerwall would greatly benefit from such a bundle because more Redbox users translates into expanding revenue. Also, additional offerings under the Redbox name will improve the company brand.
  • OnCue would be a good addition to Verizon because the company is already in the content business with Redbox Instant and FiOS TV. The question is whether Verizon can negotiate a good deal with Intel. The OnCue service would work well bundled with FiOS and Redbox Instant, or left as a stand-alone product.
  • The features of this service resemble those of a DVR, but the main difference is every show is recorded and available at any time. The OnCue hardware and services are currently being beta-tested by Intel employees and select users.
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  • Verizon could quickly make OnCue accessible to its 5.9 million FiOS Internet and 5.2 FiOS video connections
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