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Posts Tagged ‘advertising’

Video on Demand is Changing the Way We Watch TV, and That’s Good for Everybody

1Sometimes, playing catch up isn’t a bad thing.

Video on demand (VOD), a long-time content consumption afterthought, is now promoted by TV networks, embraced by advertisers, a focus for cable service providers, and used frequently by consumers.

Matt Strauss, Senior Vice President and General Manager, Video Services for Comcast Cable, has been working in the VOD space for a long time and in a phone interview last week with Lost Remote, pinpointed the service’s recent growth to four things:

First is predictability. Historically, consumers would not know which shows were available, how many episodes there would be, or when the content would be loaded after it premiered. Now, the top 100 Nielsen-rated shows are typically made available on Comcast’s VOD platform hours after they first air on linear TV.

Second is ad serving. Programmers now have the ability to swap out ads on VOD just as they have been doing online.

Third is measurement. C3 viewing (Nielsen’s metric for commercial viewing which includes day of broadcast plus three days) has historically only included live viewing and DVR viewing, but now includes VOD.

Fourth is audience. 70% of Comcast subscribers now use VOD services, with a 100% increase in time spent viewing TV content on VOD in the past three years.

More than anything else, predictability has set VOD in motion. An extensive and current content library has allowed consumers to discover shows and to catch up on them, which in turn leads to a return to live TV. Until recently, viewers who missed the boat on a show had to wait until a season ended to catch up on Netflix. Before that, it was via DVD box sets.

Comcast releases a weekly list of the top 20 most viewed shows on its VOD platform. Sometimes the list mirrors the Nielsen ratings, but sometimes it doesn’t.  The implications of this to networks and to advertisers cannot be overstated: audiences are now expanding in season rather than after the season. And whether this results in live TV viewing or in plus-three viewing, more ads are being seen within an important window.

“We’re finding that through on demand we’re seeing an increase in commercial viewing,” Strauss said. “On average we’re seeing about a 20% increase in commercial viewing during the C3 window in Comcast households and that’s even higher than 20% when we look at series that are stacked with a full season. It’s an interesting footnote because I think that there’s a lot of misperceptions around how on demand is viewed and used and I think binge viewing has been miscast, with respect to what we’re finding, in how customers are truly looking to enjoy the video.” Read more

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How Viralheat Uses Social Mentions to Track Sentiment and Brand Personas

viralheatlogoIt’s one thing to know that people are talking about your brand or content on social media. It’s another to know how they feel about it and what else they want. That’s what Viralheat, a social media marketing and analytics platform, wants to know.

They process over 1.5 billion social mentions a day and using their algorithms, are able to decipher sentiment and brand affinity. Recently, they put their data and process to work for Variety magazine, who’s using it to power vScore, which measures an actor’s value based on the sentiment around them on social media. Here’s how they put it:

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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

Tracking the virality of Super Bowl commercials with iSpot.tv

logo-ispot-lrAt the beginning of January we wrote about new technology from iSpot.tv that makes it easier for media buyers, brands, and agencies to correlate digital activity to linear TV advertising spend. The technology enables these stakeholders to measure the social impact of ads airing at a particular time and on a particular network.

It is all about football on Super Bowl Sunday, but February 2 is also the ‘Super Bowl of advertising.’ Capitalizing on this, iSpot.tv has created a Super Bowl Data Center, which allows consumers to watch the top commercials and pre-releases. The Data Center also ranks the commercials according to its ‘SpotShare,’ which is determined based on a commercial’s online views and social actions taken. Leading the way so far is Axe’s ‘Make Love, Not War’ commercial, which has a 21.92% SpotShare (3.4 million online views and 81,460 social actions to date). Read more

CES: Cisco and Innovid partner to bring real-time contextual advertising to the second screen

timthumbAt CES this year, two very different companies – Innovid and Cisco – will unveil a powerful solution for advertisers: second screen advertising based on relevant keywords spoken in television shows. Innovid, a company founded in 2007, has been providing video advertising solutions to markers through its own ad network. Cisco’s contribution to the partnership will be via Contexta, the company’s cloud-based system that analyzes television content in real-time and generates metadata based on the analysis. Read more

CES: 4 is better than 1, Ixonos Super App generates multiple revenue streams in one place

ixonosmodA big trend at CES 2014 is second screen advertising revenue. At the CES 2nd Screen Summit on Monday Helsinki-based Ixonos - a platinum sponsor of the event – will unveil the Ixonos Super App, which allows broadcasters to split a tablet screen into four quadrants and generate multiple revenue streams within the same app. Read more

iSpot.tv unveils technology that measures digital response to TV advertising

logo-ispot-lrUntil now, brands and agencies have largely relied on social listening tools to measure social response to TV ads. But iSpot.tv, a real-time TV ad metrics platform, has just made it easier for stakeholders to correlate digital activity to the airing of national TV commercials. iSpot.tv’s platform now allows customers to monitor social actions, search activity and online video views associated with TV spots across FacebookTwitter, YouTube, Google, Bing, and Yahoo! The data will be particularly valuable to media buyers, who will be able to decide on where to allocate resources based on which networks and shows are most likely to generate a digital response for particular product categories. Read more

Report: Facebook preparing to launch TV-style video ads for $1 million and up

Facebook has stepped up its social TV efforts over the last few weeks, and now there’s growing evidence the company is planning a video ad product aimed at capturing TV dollars. Bloomberg reports that Facebook will roll out 15-second video ads priced between $1 million and 2.5 million sometime later this year. The ads will appear in a user’s news feed, and they’ll be priced on a per-day basis with age and gender targeting, the report said.

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