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Rentrak Acquires Kantar’s U.S. TV Measurement Business

This morning, Rentrak rang the opening bell at NASDAQ in conjunction with the announcement of their deal with WPP’s GroupM and Kantar. The partnership will “inject Kantar Media’s U.S. television measurement business into Rentrak in exchange for $98 million of Rentrak common stock.” The deal is meant to be finalized by the end of the 2014 calendar year.

Rentrak will use Kantar Media’s U.S. digital measurements in its own local and national television measurements, boosting the competition in the measurement industry and according to Simulmedia CEO Dave Morgan, “help accelerate adoption of audience/people-based buying and selling of TV ad inventory as complement to content-based buying and selling.”

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Mediabistro Course

Reel Reporting: Create Your Reel

Mediabistro Presents: ReelReporting Create Your ReelA good TV reporter won't go far without a standout Demo Reel! Starting November 13, MediabistroEDU and Reel Reporting offer a three-day series for students interested in hosting and news reporting. In this Los Angeles based course, students will learn from and work side-by-side TV agents and On-Air talent to better understand the hiring process and  shoot their best reel yet. Register now! 
 

NatGeo Channel Peel Campaign Proves Cross-Platform Retargeting Effectiveness

RStjSdnanIFgQyS-556x313-noPadIn July, National Geographic Channel employed a cross-platform marketing campaign for its show ‘Life Below Zero’ in which it utilized a new advertising solution from smart remote technology company Peel. The network was able to retarget viewers who had seen a linear TV ad for ‘Life Below Zero’ on Peel with 24 hours of being exposed.

Those who had seen the TV ad, and who use Peel, were served a full-screen mobile interstitial ad on the Peel Smart Remote app, which turns a smartphone or tablet into a TV remote control and has 90-million activated users.

“Peel is one of the few companies that is able to guarantee a one to one match of our target audience to our viewer,” Hayes Tauber, Senior Vice President of Consumer Marketing, National Geographic Channel, tells Lost Remote. ”What we find most appealing about their platform and their technology is their ability to follow the viewer from click to actual tune in, allowing us to measure channel viewership as a direct result of our paid advertising with Peel.” Read more

Viggle Gives Advertisers ‘Access’ to Highly Targeted Second Screen Audience

Viggle_wordmark_763x423In early July, Viggle, the entertainment marketing and rewards platform, announced Viggle Access, an advertising offering across the Viggle, Wetpaint and NextGuide platforms for TV networks and brand partners.

The new offering is designed to allow brand and TV network partners to reach a specific individual in a highly targeted manner and drive tune-in and views against a very specific piece of content. The three ad products that comprise Access are Reach, Promote and Brand Sync. According to the company:

Reach allows advertisers to identify the appropriate audience to target based on first-party data, including age, gender, location and TV tune-in behavior.

Promote drives TV fans to tune into, and engage with, specific shows and web-based content through a variety of editorial content.

Brand Sync allows marketers and networks to continue the conversation with their targeted consumer by allowing Viggle Members to check into the TV commercial on-air using the Viggle mobile app available for iOS and Android devices.

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How Social TV Advertisers May Begin to Leverage Promoted Retweets

social-rank-square_logoAs they tell it, Michael Schonfeld and Alex Taub built a simple tool “Most Valuable Follow” back in 2012 with no intention of turning it into a business. It informed brands about who their followers were and which were most valuable. The tool was shut down briefly, but brands kept coming back asking for it to be turned back on, and SocialRank was born.

In a recent post on the SocialRank blog, the company highlighted a recent trend in the Twitter advertising landscape: promoted retweets. Rather than using Twitter’s hallmark advertising solution to promote their own tweets, more and more brands are promoting tweets by others about the brand. A recent example is when Cisco leveraged a tweet from the NBA. From the SocialRank post: Read more

Nielsen Study: Combined TV and Viggle Ad Exposure More Effective

screenshots_304x200Social TV rewards and check-in company Viggle today has released the results of its ‘Brand Effect Study,’ which Nielsen ran.

The key finding is that exposure to ads both on TV and the Viggle app resulted in higher brand and message recall, likeability, and purchase intent. Nielsen surveyed three groups of Viggle members:

1) TV Only Exposed – Those that watched and checked into a TV show where the ad aired, but were not served the ad in the app, Viggle Only Exposed, and TV and Viggle Exposed.

2) Viggle Only Exposed - Users that did not check into or watch a TV show where the ad aired, but had the opportunity to view the ad on Viggle.

3) TV and Viggle Exposed -  Users that watched and checked into a TV show where the ad aired and were also served the ad in the Viggle app.

The study  found that those in the ‘TV and Viggle Exposed’ group had a 46% brand recall compared to 33% of the  ’TV Only Exposed.’  Additionally, the 20% of ‘TV and Viggle Exposed’ users who said that they were interested in purchasing the product seen in the ad was nearly double the number of ‘TV Only‘ users (12 %). Read more

How Collective is Helping Advertisers Reach TV Audiences Across Screens

collective_logo_484Collective, a leading provider of multiscreen advertising solutions, currently works with 77 of the top 100 AdAge Advertisers and is a rumored IPO candidate.  Its core product allows advertisers to reach their audiences no matter what device they’re looking at. This is especially crucial for TV advertisers because their audience continues to use second screen devices while watching programming.

To help capture this second screen audience, Twitter last year introduced TV targeting solutions in the form of promoted tweets. “For example, during a Coke commercial, Coke sends out promoted Tweets to reinforce its ad’s message,” Collective VP’s of Product Strategy Adam Harris wrote in a piece for The Ad Tech Press. “Or Pepsi sends promoted Tweets during the Coke commercial to disrupt its competitor’s message.” Harris also cited the following data: 84% of people are using second screen devices while watching TV, but only 15% of this group use social to discuss what they’re watching.

So how can advertisers reach the 85% of people who aren’t taking to social to discuss the show, but are instead surfing the web or using second screen apps? To help answer this, Lost Remote spoke with Harris. Read more

Peel.in Platform Makes it Easier for TV Networks to Drive Tune-In on Social

peel-smart-remote-462_1Smart remote technology leader Peel announced last week at the Mobilebeat Conference the launch of its Peel.in TV Tune-in Platform. The platform allows networks to more effectively drive tune-in on social.

Now, in promoting tune-ins, networks can go to http://peel.in and create a unique “Peel-In” link. When the link is clicked on a smartphone with Peel’s Smart Remote app (non-iOS users are likely to have this preloaded on their phones), users will be prompted with tune-in messaging and will have the ability to go directly to the show, set a reminder for later, or record the show on a DVR. Among networks that have already used the feature are AMC, HBO, BET, PBS, Univision, and Sundance Channel.

“Seventy-five percent of smartphone owners have the device in hand when watching TV. Twitter, Facebook and other social media have emerged as significant second-screen platforms for engaging viewers around TV programming,” said Bala Krishnan, co-founder and Chief Product Officer at Peel. “What was missing was a mechanism for directly connecting potential viewers and their friends to a show or movie. Peel.in provides that direct link.” Read more

Study: Twitter is Helping TV Advertising

TwitterInfographic2A new Twitter and Starcom MediaVest research study finds that brands who leverage Twitter alongside their TV ads are seeing positive results.

Here are some of the study’s takeaways:

-For brands and companies that simultaneously used Twitter alongside TV advertising, there was a 6.9% increase in awareness for “exposed audiences” and a noteworthy spike for engaged audiences.

-For brands the measured sales impact, the study found a 4% sales increase in households exposed to advertising on both TV and Twitter.

- Just one quarter of tweeting occurs during a TV commercial break (the highest was during reality shows at 27%). This finding complements other Twitter research that found the majority of viewers are paying attention to both the TV screen and the second screen simultaneously.

-70% of Tweets happen when a specific show, game, or TV ad are “worthy” of a tweet.

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Clorox Sponsors Viggle’s Second Screen World Cup Trivia Game, ‘Vigoooal’

BqRL_3bCYAAMYkhViggle’s success as a publicly-traded social TV company will hinge on the brand partnerships it is able to secure for its mobile entertainment marketing and rewards platform.

The company has taken a step in the right direction in its World Cup partnership with Clorox, who will be sponsoring Viggle’s newest game, Vigoooal. The real-time sports game will allow Viggle users to answer trivia questions during World Cup games for the chance to win gift cards, music downloads, and other prizes. users play Vigoooal during a live game, they can answer questions related to the game, teams and players to gain Viggle Points and then see how they compare to other players by checking a leaderboard featuring top scorers. Read more

BuzzFeed launches ‘Social Tune In Program’ with Bravo and IFC as first partners

Screen Shot 2014-04-10 at 1.20.06 PMIn August we wrote about BuzzFeed accelerating the success of Netflix original Orange is the New Black. Now the news and content platform is making an official and big leap into social TV with a new “Social Tune In Program” that “will create a full-circle TV, social and digital program for advertisers while leveraging BuzzFeed’s brand and unique voice on air. Bravo and IFC are the launch partners. Here are the details. Read more

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