Social TV – Will You Be At The Party?

Social TV – Will You Be At The Party?
SHARE
THIS



In this guest column, Publicis Media Exchange managing director, Sarah Keith (pictured below) says Social TV is the next big thing and Aussie agencies need to prepare for the opportunities…

The scene: Bachelorette is about to begin and the teenagers have one eye on the show and the other on their smartphones where they are Snapchatting, gramming on Insta, or even watching something else entirely on YouTube, everyone is loving Wengie right now. I am catching up on the day’s “news” via Facebook on my tablet. My partner is on realestate.com.au but I know he will be checking out old Bardot clips later.

AAEAAQAAAAAAAAZVAAAAJDVmYTU1ZjUzLTUxZDgtNDZmNi1iMmViLTFmZjY4M2Y1OTRjZQ

Forget multi-tasking, the word du jour is multi-screening and Australians are world experts – we now have an average of 6.4 screens (Australian Video Viewing Report) in our homes, the majority of which are internet capable.

The latest Australian Video Viewing Report reveals that even though broadcast television is still dominant with 85.1% of us tuning in each week, a whopping 75% of Australians over the age of 16 multi-screen while watching TV. The report estimates 84% of Australians aged 14 and over have a smartphone, up from 80% last year, while 50% of homes have tablets. Even back in 2011 (ancient history!), Google reported that globally there was more access to mobile phones than toothbrushes.

Millions of us now share our TV experiences on social media either while the show is being broadcast or when we watch on one of the catch-up services. More than aware of this, TV networks and rights holders are increasingly sharing video clips on social platforms to monetise engagement and drive tune-in.

You only have to look at the ridiculously successful IPO debut of Snapchat to see the appeal of social. In its first day of trading in the US in March, its shares surged 40%, valuing it north of $US30 billion and making it the biggest IPO in the US since the Alibaba Group in 2014. Never mind that the company lost more than $US500 million during a spending investment spree, it’s the revenue growth that has piqued the market’s interest – the five year old company has seen revenue grow to upwards of $US400 million. And it’s time spent using that has advertisers interested – those under the age of 25 spend an average of 30 minutes on Snapchat every day.

And it was not surprising then that Network Ten unveiled a jungle-themed Snapchat lens for fans of I’m A Celebrity… Get Me Out Of Here! to celebrate the launch of the show’s new season earlier this year.

In much the same way that multi-tasking is considered a skill that is integral to career success, multi-screening is a marketing tool that is integral to broadcasting and advertising success, and never has the opportunity been greater for the networks to capitalise on the social element that exists within their programs.

There is huge value to advertisers in exploiting how consumers are engaging with TV content that is not currently captured with traditional ratings. Nielsen Twitter TV Ratings go some way to solving this but the entire social TV conversation must start to be captured to show what we all know to be true – although traditional television ratings show a decline, the value in deeper engagement is rising exponentially.

There are four types of multi-screen behaviour according to Microsoft’s Cross Screen Engagement report:

  • Content Grazing – using 2+ screens for unrelated content
  • Quantum Screening – transitioning sequential activity from one screen to another
  • Investigative Spider-Webbing – viewing related content on 2+ screens
  • Social Spider-Webbing – sharing and connecting with others on 2+ screens.

The report concluded that to succeed in a multi-screen world, marketers must create content that enables personal engagement across TVs, PCs, consoles, tablets and mobile devices and that “each device requires a different approach; for example, messaging on TV is the best way to deliver an emotional story and achieve brand building. Mobile advertising should feel like it’s adding value rather than creating an interruption for the consumer”.

It’s vital that we continue to value and capitalise on both the eyeballs on the TV and the engagement on digital devices.

A couple of years ago the Seven Network conducted a research project with Neuro-Insight to discover the impact of social media interaction on viewers’ engagement with 1st and 2nd screens. What they learned was that all that extra screen activity does not distract our attention from the television show. In fact it increases engagement.

Viewers recruited for the study were typical social TV participants, monitored though hidden cameras as they watched a live broadcast. Any interaction with social media occurred naturally and engagement could be measured directly, rather than relying on participants’ recall.

The research concluded that social media while watching television drove a 9x increase in program engagement, disproving the theory that 2nd screen usage during TV viewing negatively impacts audience engagement.

Social TV is here and is happening every night in Australian homes. While TV advertising remains the recipient of the lion’s share of ad dollars, it cannot be news to anyone that that spend is under more threat than ever.

We have all instinctively known for some time that the viral effect of social media and its impact on monetisable TV viewership is vast and unlimited. The research is now unequivocally backing up those instincts.

To maximise engagement marketers need to ramp up their connection plans across devices and networks, commit to innovation and automation around targeting and placements, share their multi-screen strategy on all major digital pillars – and keep pushing hard for syndicated cross-device measurement.

Only then can brands truly be the life and soul of the Social TV party.

Please login with linkedin to comment

Latest News

Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, left), co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine