When TV stopped being antisocial

When TV stopped being antisocial
SHARE
THIS



 

At last week’s Consumer Electronic Show (CES) that took place in Las Vegas, the connected TV and how it works seamlessly with tablet and smartphone device alike was to me at least, the biggest take out from the show.

All of the major manufacturers showcased their bigger, smarter, thinner, better devices formerly known as television sets.

As part of their vision for a connected ecosystem, Samsung unveiled how there is a genuine blurring of these lines…Smart(er) TVs are coming thick and fast, with enhanced voice and gesture responsiveness allowing you to web search, change channel by mere voice command, and through the use of in-built audio recognition bring up the website of the product/brand that is advertising on TV that very second on your tablet or smartphone. The Shazam of TV if you will. 

The very real potential explosion of T-Commerce (undoubtedly a big early contender for top marketing bull**it bingo phrase, 2013), e-commerce through your connected TV set, really does allow enhanced ancillary benefits of TV advertising – as we have already seen with search traffic spikes during TV campaigns.

That TV has rapidly become a truly social experience is no real surprise. It is simply a natural extension of the type of yelling at the TV screen we have been doing for decades and the earlier days of gathering around the only television in the street to watch the moon landings. The only difference is that we now have multiple TV sets in a single household and the technology to yell to a much wider audience (than mom and dad) and in doing so we can invite the whole world to watch and discuss seminal (as well as puerile, if you’re not into reality TV) events with us.

It is a given that this wholesale change in consumer behaviour is diluting attention (but critically not necessarily value) away from the traditional TV spot. The solo benefit of a 30 second spot as self-contained narrative is already long gone and increasingly serves as a teaser for a much deeper and personal brand experience.

There is nothing linear about consumer second screen usage. Social TV opens up a raft of creative possibilities that have the potential to significantly improve ROI as opportunities for individualised targeting, extension of brand messages and multiple touch points for consumer engagement abound. What is up for debate and leadership though is the specifics of how and the where brands leverage second screen activity to the best effect.

Firstly, a recent Google study in the US showed that 90% of users moved from one device to another (i.e. tablet to PC) to complete a task. Complex user behaviour but critically important in determining how we plan and evaluate tablet strategies as part of the overall screen mix, particularly for campaigns with a transactional call to action.

Successful execution will require exceptional data analysis and insight in order to effectively follow the consumer and achieve conversion. It gives marketers the chance to more specifically target and connect more personally than ever before, but also makes the fundamentals of putting the right message in front of the right person at the right time via the right medium a more involved process.

Secondly, there remains a plethora of platforms to navigate. But with consumers spread across FANGO (Seven), JUMP IN (Nine), FOXTEL apps, Facebook, Twitter and more, the audience is a fragmented one. Consumer choice is one thing but experience tends to dictate that perhaps as in the cheesy 80’s movie Highlander, ‘There can be only one’. Zeebox are certainly banking on it with their rapid global expansion and focus on ‘agnosticism’ but we will have to sit back for a little while and see how it plays out, given the head start locally that Fango has had, and their success around events like the Australian Tennis Open starting again this week with brands such as ANZ.

As social engagement metrics become an increasingly important part of the TV mix, networks will also be looking at the value-chain. US studios have been using analytics firms to monitor the pre and post-premiere social buzz as a way to measure viewer passion and to help them make critical scheduling decisions. It is no longer just about ratings, which means that it will no longer be just about rate-cards.

Companies like Nielsen, Bluefin Labs, Networked Insights, SocialGuide and Trendrr are racing to establish default metrics to find a way to demonstrate how engagement translates into cold hard cash. Logic dictates that lower ratings but high social buzz could indicate a stronger relationship with viewers giving a heightened impact for advertisers across platforms; and this will require a shift in planning and pricing strategies.

What is already clear though is that Social TV has huge potential to spark a renaissance in brand creativity and match it with responsiveness – every aspect of tweet, vote or like is measurable. It is a nascent platform that means there is little to cut and paste, which thankfully always brings out the best in our industry for those with the smarts and creativity to best guide advertisers and take the category to the next level.

Steve Wynn has just opened a new restaurant in Vegas that pays homage to Frank Sinatra who once sang “the best is yet to come” and, whether you like Frankie-Boy or not, that is definitely something to get excited about.

Leigh Terry is CEO of Omnicom Media Group Australia and New Zealand. 

Please login with linkedin to comment

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering
  • Media

Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering

The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content. This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced […]

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine