Social engagement, social TV, second screen, digital component, social media marketing—these are some of the buzzwords being heard around the TV industry right now. The second screen experience represents the series of devices viewers use around traditional television. Recent broadcast and cable upfronts are indicating a push towards this digital component.
We’ve been “social” about television since it became popular. Last night’s episodes have been the subject of water cooler conversations in the workplace for years. The content has relatively stayed the same; some shows are boring, others captivating, and on a spectrum of its own, reality TV. What has changed is the water cooler. How and where we connect with people is in the palm of our hand. These conversations are now happening through smart phones, tablets and computers on services like Facebook, Twitter, Get Glue and Viggle. TV is trying to keep up, creating social sections on their own websites and encouraging second screen interaction on programs.
I recently attended Ad Age’s Social Engagement/Social TV Conference and it’s clear that Social TV is valuable for gauging how a show is doing, what’s working and what’s not. Audiences interact with celebrities tweeting during the show, creating a shared experience. HP Labs demoed their social listening platform, Vertica Analytics, showing how they “listen” to Twitter and what insight networks can get from this data. With a sleek interface added, HP Labs created an online “Awards Meter” which analyzed tweets to give a real-time view into what the public thought of this year’s nominees for the Oscars.
For the advertiser, it is not as simple. Social media marketing can be extraordinarily complicated. Trying to navigate through the various new social media sites, glossary of terms and hot topics can be confusing for many marketers in the DRTV space. This graphic from Business Insider illustrates my point fairly well (click to view graphic).
Television is the still at the core of Social TV and Diray will continue to focus on what it does best, buying media that sells on the first screen. We will continue to drive viewers to order, whether by phone, online or at the retail store. As the landscape evolves, we will be on the frontline of getting great results, buying media wisely, tracking accurately and efficiently and making the consumer experience easier and better.
I tweeted a question while at the Ad Age conference, “Is Social TV the new DRTV?” I think it’s fair to say, at this moment, Social TV is Direct Response TV, but for the shows, not for the ads.
By Matthew Greger, Director, Emerging Technology