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Posts Tagged ‘advertising’

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

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Create Quick Video for the Web

Create Quick Video for the WebLearn how to shoot, edit, and encode online video! Starting October 4, write video scripts and story outlines, shoot and edit film, and broadcast your work on video-sharing sites like YouTube and Vimeo. Students will get hands-on experience with a Canon HDV camera and Final Cut in this course. Register now! 
 

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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Smokey Bear gets an update in new campaign with a social TV twist

“Only YOU can prevent wildfires” still strongly resonates, but for what audience? This is the question that Draftcb attempted to tackle on behalf of the Ad Council and the U.S. Forest Service in bringing back to life Smokey BearIn the new campaign, which includes TV, print, digital and radio, Smokey isn’t conceived of as a computer character anymore, but as a loveable, fire-preventing bear who is celebrating and rewarding people who act safely with fire. Smokey communicates this by giving out “bear hugs.” Read more

Twitter approaches Holy Grail of interactive TV advertising with new partner ad tool

For two decades now, interactive TV advertising has been an albatross. Dozens of companies with hundreds of millions of dollars have failed to create a true, scalable interactive TV adverting platform. Then social TV emerged, combining the scale of the second screen with the popularity of social media. With the recent purchase of Bluefin Labs, a ratings deal with Nielsen and the release of its advertising API, Twitter is clearly the most serious new player to pursue the Holy Grail of interactive television ads.

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