synchronizing tv and social media - alan osetek
TRANSCRIPT
Nielsen Connected Devices Study Q2 2012
85% OF TABLET AND SMARTPHONE OWNERS USE THEIR DEVICE MONTHLY WHILE WATCHING TV, 40% DAILY
TV IS INCREASINGLY A TWO-SCREEN AFFAIR
1 OF EVERY 3 MINUTES USERS SPEND ON SOCIAL MEDIA IS DURING TV VIEWING (USA TOUCHPOINTS)
USING FACEBOOK AND TWITTER WHILE WATCHING TV IS THE #1 SIMULTANEOUS ACTIVITY OF SOCIAL MEDIA USERS
SOCIAL AND TV GO HAND IN HAND
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A NEW OPPORTUNITY TO REACH TARGET AUDIENCES
Convergence of Social + TV
SocialAudience
TelevisionAudience
Connect with Social audiences through the lens of their TV passion points and
viewing behaviors
Engage consumers exposed to your or competitor TV buys
Access “hard to reach” TV audiences (light viewers, e.g.)
Capture incremental reach and extend your TV creative
Align your brand to relevant shows, programs, and events
A data-driven, real-time advertising solution that marries robust TV audience and content intelligence with enterprise
marketing expertise to help brands harness the power of Social TV to drive
their marketing objectives
TVconnect
HOW IT WORKS
TVconnectReal-time data streams on
TV programs, ads,
conversations, and
audiences
Targeted messages &
content in the social feed,
across devices (computer,
mobile, tablet)
Ingests TV intelligence to define segment
attributes, build targeting criteria, and activate
media through the industry’s best-in-breed
advertising technologiesEnergy Drink TV Ad Runs
BET
Cartoon
Comedy Central
Discovery
ESPN
ESPN Classic
History
MLB
MTV
MTV2
NFL Network
USA Network
A flexible set of capabilities designed to solve for a variety of needs across a
variety of verticals and marketing objectives
BUYING SERVICES
ExtendEnhance MagnifyAmplify
Coordinate ad delivery
with TV commercial
Target ads to audiences
of specific shows &
programs
Reach TV audiences
exposed to your
commercial
Reach viewers of
specific TV shows and/or
genres
Sync Scale
Reach audiences during the linear viewing session
Reach audiences before and after the viewing session
First TV-Synched Ad Campaign on FacebookResolution Media Coordinates Facebook Ads with TV Commercials for Warner Bros’ Highest-Grossing Domestic Fall Film, “Gravity”
Approach
Maximize the relevancy of Warner Bros’ social messages to break-through screen clutter and entice deeper engagement
with official Gravity
Track commercial airings in real
time & alert Resolution Media
buying platform
Launch ads across Facebook, targeted by time,
market, and device in coordination with
commercial
Results
60% lift in engagement rate when coordinated with Gravity TV ads
35% lift in engagement rate when synched to competitor TV ads
• Integrated news-room approach with Discovery teams
• Real-time coordination with live TV updates and social content creation
• Most Social TV Program of the Night
Over 1.3 Million Tweets
40,000 Tweets per minute
4X benchmark engagement rate
• Discovery’s highest rated live TV event to date…and their highest rated special since 2000
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#SKYWIRE LIVE DOMINATES SOCIAL CONVERSATION, DRIVES RECORD RATINGS
Resolution Team at Discovery HQ War Room