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How USA Network is paving the way for social TV advertising

During USA’s upfront this past May the network made a big announcement that shows how important every screen is to the network.   They announced that they are, “redefining how consumers watch and interact with TV by unifying the viewing experience – both visually & functionally – across all devices.” In short, this means that they now have one sleek real-time look for their web, tablet and mobile platforms. Here’s how this strategy will pave the way for social TV advertising.

Almost two years ago Lost Remote’s Cory Bergman described the need for the following:

But with the tremendous potential of the second-screen — both for engaging viewers and opening up a tremendous new revenue stream through interactive advertising — I’ll argue that now is the time to make the second screen the home screen, not as an added feature, but as the core experience. (I’m not referring to TV news sites and apps, which clearly should focus primarily on covering news.)

USA’s redefining of their non-linear platforms to create a “seamless experience for the fan, where content and engagement will be available across all screens, from the TV to the web to mobile,” is the type of unification that will hopefully help the real-time nature of social sell in line with the real-time nature of TV. The simplification of their main website shows how much mobile has now influenced the main web as well. We’re excited to watch this strategy evolve. 

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