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Carri Bugbee

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

variety.com/...r-amplify-adam-bain-1200569725

socialTV social TV television tv Twitter Amplify advertising

shared by Carri Bugbee on 17 Apr 14 - No Cached
  • . 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.
  • ...9 more annotations...
  • “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

Twitter, Starcom MediaVest Group Research Shows That Twitter Is Helping TV Ad Campaigns - 0 views

marketingland.com/-starcom-mediavest-group-87780

socialTV social tv television TV Twitter

shared by Carri Bugbee on 26 Jun 14 - No Cached
  • evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.
  • lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”
  • The Social TV Lab findings, compiled from various sources, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-tweet surveys, looked at results for campaigns from 15 U.S.-based SMG clients as well as general social TV engagement.
  • ...4 more annotations...
  • study found that people who use Twitter while watching TV are more engaged with shows and advertising, and therefore more valuable to marketers, than people who watch without Twitter.
  • or brands that used Twitter alongside their TV advertising, the study found on average a 6.9% increase in awareness for exposed audiences and significant increases for exposed and engaged audiences across awareness, intent and favorability measures.
  • sales increases of 4% on average in households exposed to ads on Twitter and TV vs. just TV ads alone.
  • 3. The Twitter / TV Multitasker is Here – and TV Ad Recall is High for them. Only one quarter of tweeting occurs during the ad break, and it was highest during reality shows (27%). This supports existing Twitter research that found viewers who are actively engaging in social media while viewing TV are genuinely paying attention to both screens as TV show tune away is less and ad recall was higher for TV Twitter multitaskers.
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 Acquires Trendrr in Quest to Own Real-Time Conversation - Digits - WSJ - 0 views

blogs.wsj.com/...-to-own-real-time-conversation

socialTV Twitter television social TV social TV analytics Trendrr

shared by Carri Bugbee on 29 Aug 13 - No Cached
  • Trendrr calls itself a real-time company that processes and tries to make sense out of the data surrounding television, media and brands. Trendrr’s products — Curatorr and Trendrr.TV
  • Having sat at this intersection of TV and social media for years, we’ve analyzed data from lots of platforms. What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.
  • Twitter in May rolled out new products that let advertisers target people on Twitter who had just seen their ads on TV. The update was born out of Twitter’s acquisition of Bluefin Labs, another social TV tracker. The move wasn’t so much a boon for media companies as much as a display of how Twitter can work on a second screen alongside TV.
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

New Data Surrounding Twitter, TV, and Brand Messaging - 0 views

www.marketingcharts.com/...r-tv-and-brand-messaging-39270

socialTV social TV stats charts Twitter advertising

shared by Carri Bugbee on 17 Apr 14 - No Cached
  • recent study conducted by MarketShare suggests that TV ads are more effective when paired with paid Twitter advertising than without.
  • Nevertheless, advertisers in the US are seeing more ROI from their Twitter efforts, and 1 in 5 are now using Twitter in conjunction with a TV campaign, according to recent survey results from Ad Age.
  • Overall, 17.2 million unique authors sent tweets about TV during the study period, while 7.6 million tweeted about brands. The overlap results in 5.5 million people tweeting about both brands and TV. Among those 5.5 million, the most commonly tweeted brand categories were: consumer electronics (74%); restaurants (48%); food (29%); beverages (27%); and automotive (24%).
  • Carri Bugbee on 17 Apr 14
     
    related news, a recent study conducted by MarketShare suggests that TV ads are more effective when paired with paid Twitter advertising than without.
Carri Bugbee

Twitter to tip off instant replays for March Madness - 0 views

www.usatoday.com/...1996539

march madness social TV socialTV twitter ads Twitter

shared by Carri Bugbee on 19 Mar 13 - No Cached
  • "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).
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  • 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.
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

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

New Ooyala Tech Lets You Watch Videos Directly in Your Twitter Stream | VideoMind - 0 views

videomind.ooyala.com/...s-directly-your-twitter-stream

Ooyala video Twitter

shared by Carri Bugbee on 25 Jan 13 - No Cached
  • Ooyala announced a new Twitter Video Card Solution, built in close collaboration with Twitter, that lets Ooyala customers quickly and easily embed videos directly into their Twitter stream for instant playback. The solution was certified by Twitter
  • Perhaps most importantly for our customers, the solution opens the door to distribute AND monetize video content delivered via Twitter across desktops and mobile devices (including iOS and Android). 
Carri Bugbee

4th Edition of SocialTV Index Tracking Survey by Ring Digital llc Shows Twitter is Up 2... - 0 views

www.prnewswire.com/...r-comment-on-tv-300257566.html

socialTV television TV social TV OTT Twitter News politics

shared by Carri Bugbee on 27 Apr 16 - No Cached
  • Ring Digital estimates the Social TV Engager population at ~57 million TV viewers.
  • Twitter was used by 28.4% of the Social TV Engager population up 28% from six months ago.
  • News was selected by 48.1% of Social TV Engagers as one of five genres of prime-time TV content about which they have voted, posted, shared or commented.
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  • The results reveal the strength of Twitter as a core news platform. Journalists, bloggers and athletes use Twitter as a next-generation newswire. For these users, Donald Trump has done a great service to the social media community by cementing the useful role that Twitter plays in news dissemination, even if the corporate team at Twitter continues to believe they can create a mass media juggernaut that competes head-to-head with Facebook."
Carri Bugbee

Viacom joins Twitter Amplify program to pump up second-screen volume (and insert more a... - 0 views

venturebeat.com/...een-volume-and-insert-more-ads

socialTV social TV television TV boxee samsung

shared by Carri Bugbee on 10 Jul 13 - No Cached
  • Amplify is Twitter’s name for partnerships with media companies that focuses on the second-screen experience: fans talking about events and issues on live TV shows. Ninety-five percent of “live TV conversation” currently happens on Twitter, the company said in a recent blog post,
  • Twitter is doing a very neat three-way deal between the NBA, which gets its highlights promoted, and in this case, the movie After Earth, which gets publicity and the chance to increase its Twitter audience via the embedded Follow @AfterEarth account.
Carri Bugbee

Facebook Can't Compete With Twitter On TV - 1 views

www.valuewalk.com/...stors-look-twitter-instability

socialTV social TV television tv twitter facebook

shared by Carri Bugbee on 19 Sep 13 - No Cached
  • Twitter could be much better than Facebook in certain businesses, and it might be able to make a huge amount of money in that business.
  • TV is still the most important player in the advertising industry. The format has an important cultural importance, and it still brings in far more money than Internet video. That is not going to change any time soon according to research, and that will negatively effect Facebook Inc (NASDAQ:FB) as it tries to move into video ads. Twitter has a way around the trend, however.
  • TV changes Twitter, Twitter changes TV When a really popular show is on television, the buzz is palpable on the social network. Twitter has noticed and it has begun to push some of its advertising in that direction. The company is planning on launching a TV recommendation service in the months ahead that will add to the perceived relationship between the social network and television in the mind of consumers.
Carri Bugbee

Nielsen and Twitter Unveil Social TV Metrics, Showing How Little Tweets Line Up with Ra... - 0 views

variety.com/...ine-up-with-ratings-1200702169

nielsen social metrics variety socialTV social TV television TV analytics measurement ratings

shared by Carri Bugbee on 07 Oct 13 - No Cached
  • ne thing is immediately clear: There is practically no overlap between the most-tweeted shows on TV and the highest-rated shows.
  • Seen through a Twitter lens, the No. 1 television show for the week of Sept. 23 to 29 was AMC’s “Breaking Bad” by a mile, with 9.28 million people seeing tweets about the show’s finale — but the episode wasn’t even among the top 20 in total viewership for the period, according to Nielsen primetime ratings.
  • But the divergence between the top shows Americans actually watch on TV and what they talk about on Twitter illustrates that there is not a strong correlation, today, between the two mediums. Only one show, two airings of NBC’s “The Voice,” appear in both top 10 rankings.
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  • the data shows the Twitter TV audience for an episode is, on average, 50 times larger than the authors who are generating tweets.
  • In its IPO filing, Twitter said the Nielsen Twitter TV Rating will “not directly generate revenue” but said, “we believe (it) will enhance our attractiveness to users and advertisers.”
  • Facebook, which has a total user base more than five times the size of Twitter’s, is playing catch-up to Twitter in trying to provide a similar guide for how social activity on its service relates to TV. Last week, Facebook began sharing weekly data about interactions among U.S. users for about 45 broadcast shows in primetime with ABC, CBS, Fox and NBC and a few other partners.
  • Carri Bugbee on 07 Oct 13
     
    There is practically no overlap between the most-tweeted shows on TV and the highest-rated shows.
Carri Bugbee

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

shared by Carri Bugbee on 09 Oct 13 - No Cached
  • 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.
  • Carri Bugbee on 09 Oct 13
     
    marketers see potential value in knowing which shows have Twitter enthusiasts. For some, it is becoming a factor when they purchase TV time:
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

Study: Exposure to brand Tweets drives consumers to take action - both on and off Twitter - 0 views

blog.twitter.com/...action-both-on-and-off-twitter

socialTV social tv television TV brands advertising Twitter tweets

shared by Carri Bugbee on 02 May 14 - No Cached
  • Carri Bugbee on 02 May 14
     
    80% of the Twitter users we surveyed had mentioned a brand in their Tweets during the measurement period of September 2013 through March 2014. Behavioral data showed that among this group of Twitter users, 50% had mentioned brands in their Tweets 15 times or more over a seven-month period.
  • Carri Bugbee on 02 May 14
     
    The top two actions people took: visiting the brand's website (23%) and visiting the brand's Twitter page (20%). Brand Tweet exposure also drives online search for the brand (20%) as well as brand consideration with 19% of Twitter users in the study saying they'd consider trying the brand. Tweets that mention a brand also frequently spark earned media: 18% of study respondents retweet Tweets mentioning brands.
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.
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,
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