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.

Latest News

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.

Women In Media Profile: Kirsty Bloore
  • Media

Women In Media Profile: Kirsty Bloore

Bereft of any Monday motivation? Let today's Women in Media profile be like low-current electric waves to the brain.

by B&T Magazine

B&T Magazine