A range of software and data providers is helping brands to do that, and Nielsen is one.
“We ingest the Twitter firehose,” says Nielsen Social president Sean Casey. “We measure the Twitter response to television in the United States, Australia, Italy and Mexico through Nielsen Twitter TV Ratings.
“Networks are looking at social information while the show airs to understand where were the spikes in the programme that elicited the greatest response. They know which are the clips they should distribute across their platforms and social platforms.”
Advertisers can also tap in to what viewers are doing whilst they aren’t watching their TV ads to enhance those campaigns.
“Our data shows, if the advertiser is interested in one of their goals being to drive earned media, advertising in that social program has a much greater likelihood of driving earned media,” Casey says.
We spoke with him last week at Mediaocean event about social TV.
]]>TV ad-buying management platform Mediaocean has partnered with Never.no to pipe users’ social media content in to TV spots, in a play to enhance viewer engagement.
“It’s almost like direct-response television,” says Mike Palmer, SVP of Optica, the ad delivery network division of Mediaocean. “For millennials, it’s their moment of fame. They want to be in those ads.”
Palmer says such projects have already gathered pace across the pond. “Social television gives an advertiser, a creative agency, a media agency an opportunity to embed user-generated content in to the traditional 30-second spot.
“Today, it’s very manual, it’s very labour-intensive, disconnected and fragmented. We’re making sure agencies are ready for a tsunami of social media content.”
“It’s happening in Europe now,” he says. “An advertiser, Intel, asked people to submit photos, wishing people Merry Christmas. They promised, in the next break, you’ll see your image in the next break on national television. That happened in the UK.
“Because of the size of the US, there’s a scale issue… it’s just not happening at scale. We need to make sure agencies we serve are ready to manage that scale.”
With offices Manchester, Oslo, New York and Sydney, Never.no has worked with the likes of Fox Sports, Turner Sports and QVC Japan to enable in-show social content. Now it wants to work with TV and video advertisers, to put live interaction in to traditional broadcast or video.
Never.no says NBC Universal’s USA Network, which has used the system, has found dwell times extend by up to four minutes amongst viewers who see their own messages inside ads.
]]>That’s what Never.no aims to enable with its technology platform, Story.
With offices Manchester, Oslo, New York and Sydney, the outfit has worked with the likes of Fox Sports, Turner Sports and QVC Japan to enable in-show social content. Now it wants to work with TV and video advertisers, to “put live interaction in to traditional broadcast or video”, as Never.no CEO Scott Davies tells Beet.TV in this video interview.
“People want to actively participate with a brand and commercial in the hope they’re part of it, and then share that with their friends,” he says.
“Every time they see that commercial, something’s different about it. They might be in it! That’ the exciting bit.”
Davies says NBC Universal’s USA Network, which has used the system, has found dwell times extend by up to four minutes amongst viewers who see their own messages inside ads.
The ads plug in to Mediaocean for TV delivery.
]]>“We’re playing aggressively in the decisioning process for addressable TV and we’re hoping to streamline some of the creative decisioning,” 4C CEO Lance Neuhauser tells Beet.TV in this video interview, recorded in Chicago earlier this month.
Teletrax was first started as a TV watermarking and monitoring service by Medialink Worldwide in 2002. Six years later, it was acquired by Philips’s Content Identification unit, which later spun out as Civolution.
As Civolution, the company’s main technology play has been to trigger ads on social media platforms in sync with live TV broadcasts, maximising advertiser reach. The technology was deployed to target ads against in-game Superbowl plays back in January.
Civolution sold off its audience measurement and watermarking tech to Kantar last fall, reverting to use the Teletrax brand to focus on the TV-synced ads. Social ad click-throughs increase when delivered along with related TV broadcasts, the company says. It is this which 4C Insight is acquiring.
Chicago-based 4C already offers a measurement and planning platform that lets ad buyers target social media users by interests, TV programs and languages.
In its announcement, it says: “By combining data from set-top boxes, ad scheduling, and TV ad occurrences, 4C can address millions of households and provide TV verification for advertisers, agencies, broadcasters, and operators.”
4C is getting an Eindhoven, Netherlands-based company that will expand its feature set and geographic footprint, as the industry begins to apply online ad targeting techniques to TV, even combining the two.
To make the purchase, 4C raised further investment led by Jump Partners. Terms of the deal were not disclosed.
Civolution CEO Alex Terpstra, who joins 4C as EMEA managing director, says: “Teletrax clients will soon enjoy 4C’s unique ability to unlock the power of social connections in driving advertising effectiveness, while 4C’s clients gain access to our real-time TV analytics and TV synced advertising offerings. It truly is a win-win for everyone involved.”
]]>You might expect that vertically-oriented video would present a challenge to advertisers, who, traditionally, have redeployed ad creative first designed for TV’s landscape screen. But GroupM chief digital officer Rob Norman has a positive spin on the problem – don’t think TV, think bus stop ads.
“I was having a meeting with JC Decaux. the biggest out-of-home (advertising) company in the world,” Norman tells Beet.TV in this landscape video interview. “I was looking at some of their digital (ad) installations. Guess what? They’re in the portrait video format!
“People are (now) having to think ‘portrait’ and ‘silent’ and ‘subtitled’. It turns out, in out-of-home (advertising), in many mobile use cases, people aren’t going to consume video with sound.”
Whilst TV has often provided mobile platforms with the creative they need for video ads, the idea that out-of-home ads – like those seen on bus stops or digital displays in bars and lobbies – is a fascinating one. If social platforms like Twitter, Periscope, Meerkat and Snapchat succeed at advancing the vertical video format, that could recalibrate the tectonic plates of the creative industry.
According to Norman: “Clients have said, ‘Wow, this is kind of interesting, because we haven’t thought about the creative process in that way’. It sounds so obvious, given the nature of the devices.”
We interviewed Norman as part of a series on video advertising at Cannes Lions, presented by true[X]. For more videos from the series, please visit this page.
]]>“Adding people-based marketing, we’re taking the level of quality that markets can count on… understanding that they can deliver to real people,” Facebook ad tech head David Jakubowski tells Beet.TV in this video interview.
“We’re beginning the first phases of bringing in data for marketers to be able to target just like they do on Facebook. Those things are happening this summer, we’re in our first test on that.”
2015 Q1 advertising revenue jumped 46% from a year ago to $3.32 billion, 73% of which came from mobile.
Facebook recently announced that LiveRail, its video ad server, would move to support mobile display ad sales, too.
]]>That company produces the Viral Video Chart and tracks how videos are watched and shared on the web for brands. Kosinski says he can predict, using science, how successful a video is likely to be.
“We have done a lot of research in this area,” Kosinski tells Beet.TV. What we have found is, if a video is passed from one person to another, it’s likely:
He was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder Ashley J. Swartz.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>Last year’s leaked NYT Innovation Report flagged challenges with building audience using social, including insufficient use of Twitter by reporters and a Facebook account being run by commercial, not editorial, staff.
“Social strategy is totally in the forefront right now,” NYT product management director Sara Poorsattar tells Beet.TV in this video interview.
“(We are) starting to think about social distribution as Facebook and Twitter and now Snapchat continue to start to explore what that means to go and bring premium content in to their platforms.
“We’re figuring out, starting to create partnerships with different networks to understand how we can really present our content to our users in the best way where they are.”
One challenge to this strategy is the existence of the Times’ digital payment requirement – but, viewed vice versa, social distribution can be considered a sales conversion opportunity, too.
Moving to FreeWheel Ad Server
She says that the Times has migrated to the FreeWheel ad server and explains its impact.
Poorsattar was interviewed at Beet.TV’s Beet Retreat annual get-together in Fort Lauderdale, Florida.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>“2014 was all about getting the pipes in place,” says Stefan Maris, global product manager of Civolution, a video technology vendor whose TV-synced ads service now lets brands buy ads in Twitter and Facebook that synchronize with on-air TV spots.
“The second half of this year, we will start looking at publishers. Synchronizing of premium inventory even to televisions makes a lot of sense. Everyone is really jazzed about syncing digital inventory to television.”
Civolution’s service was already being offered under its own name and by Xaxis Sync and VivaKi. Additionally, a recent use case for by BrandNetworks and OMG’s Resolution Media, in which a movie studio bought synchronized TV and social ads for a summer blockbuster, saw a 250% consumer engagement increase compared with social ads that were not TV-synced, Maris says in this video.
We spoke with Maris for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>Dijit’s NextGuide product lets broadcasters place a “reminder” button on their pages so that viewers can receive notifications of upcoming shows. Viggle, a check-in app that gives users rewards for watching shows, acquired the firm. Now the technology has been integrated.
“Once the (NextGuide) reminder triggers and you get an alert, you can check in to the Viggle app to say ‘I am now attaching this’, and get rewarded for that,” according to Viggle product SVP Jeremy Toeman. “While you’re in the Viggle app, you might get alerts to more shows and can set more reminders.”
He claims high engagement rates from the combo: “At the end of the day people like points. You can use our points to get real stuff – it’s not just like a leaderboard. Our users use the app for 60+ minutes at a time, day-in, day out.”
We interviewed him at the TV of Tomorrow conference. You can find more Beet coverage of the event here.
]]>LinkedIn’s content ambitions began with its Influencer program, in which a selection of hand-picked A-list business and public figures have gathered large audiences for their thought leadership on the site. Now LinkedIn is increasingly opening up to all users.sees video as an increasingly important component of the professional network’s content strategy.
Video Emerging:
“Video is a natural extension of LinkedIn as a publisher platform,” Weiner tells Beet.TV.
“You see videos increasingly being shared on people’s profiles. (LinkedIn-owned) SlideShare is not just about PowerPoint presentations but video as well.”
Dan Roth, LinkedIn’s executive editor overseeing editorial operations, is now recording SlideShare-hosted video interviews for LinkedIn with influencers like Sir Martin Sorrell.
Weiner spoke with Beet.TV during the Cannes Lions International Festival of Creativity. This session was taped in the penthouse garden at the Martinez used for the week by MediaCom. Please find more coverage of the festival here.
]]>“It’s a little bit like WhatsApp,” says Jon Steinberg, the BuzzFeed president who was named Mail Online north America CEO this week. “It’s this giant thing that everyone goes to but somehow not everyone knows by name. The challenge is to make the brand as big as the product actually is.”
The news site, which is noted for being widely read and for being entirely separate from its print sibling, claims 170 million monthly unique visitors last month, 57 million of which were in the US, where it now employs around 170 of its 500 global staff.
“We’re going to grow massively over the next 12 months,” Steinberg adds, “(with) business hires, new editorial vertical hires, more world news.
“I’d like us to lean in to WhatsApp – a lot of the Mail Online content lends itself to that. The Gwyneth Paltrow (story) … is a perfect WhatsApp-type sharing thing. (We will plan) more WhatsApp, more SMS, more of the small network sharing.”
He was speaking with Beet.TV during the Cannes Lions International Festival of Creativity. You can find more of our Cannes coverage here.
]]>“Traffic is up 25% to 30% month-on-month, so it’s going very well,” says Beamly co-founder Anthony Rose, who in April rebranded Zeebox, the service he launched in 2011, to be more female-friendly and to better support on-demand viewing.
“People perceived us not as a participation app but as a newfangled social TV guide,” Rose tells Beet.TV. “We wanted a more viral, social experience; it was a male, geeky experience.”
Beamly investors incude Comcast and BSkyB. “Our audience is now 65% female,” says Rose, who previously steered the popularization of the BBC’s iPlayer catch-up TV service. “That audience is a lot less interested in things ike ACR (automatic content recognition) and remote control – they want to talk ahbout the Kardsashians and they want to involve their friends.”
We spoke with him at the TV of Tomorrow conference. You can find more videos of our coverage here.
]]>“There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the data results you want to report back. Are they relevant to your client? That has to settle – there needs to be some kind of fairly unified third-party reporting in order to effectively commerce from it.”
Spina says there has been a “shift” in which more brands, in marketing spend negotiations, start with asking publishers for creative content ideas. But: “There’s a lot of confusion … there’s a lot of data available – not everyone knows how to to turn that in to a content strategy.”
Spina was a panelist at the Beet.TV Content Marketing Summit, spososored by Taboola, held at the New York offices of Mindshare this week. He was interviewed by Collective Digital Studio strategy and sales SVP Paul Kontonis. You can find more videos from that event here.
]]>SMG’s global video lead Lisa Giacosa tells Beet.TV metrics “look favorable” and are due to be published in February or before end of the quarter.
One project SMG and Twitter are engaged in is using Twitter to retarget Promoted Tweets at people who have seen TV ads for corresponding advertisers inside TV shows.
“If they were talking about that show live in real-time, we can retarget all those people that saw the show and were talking on Twitter with a message (later on) because we know they’ve seen that TV commercial,” Giacosa says.
Giacosa was interviewed by TouchCast co-founder Erick Schonfeld at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>Weinstein is CEO of YouAreTV, a video-chat tech startup that has spent the last couple of years developing tools help broadcasters take live video input from viewers.
“We accidentally created an interactive game show that you could be on from your webcam,” Weinstein tells Beet.TV. “We were amazed.”
Union Square, New York-based YouAreTV is hoping TV producers will become customers, but Weinstein also sees potential custom in education video conferencing and corporate communications and training.
His investors FirstMark Capital, Softbank and angels will hope he’s right.
Weinstein spoke with us at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>“It’s not about driving a million views – it’s more about, ‘How can we drive 250,000 engagements?’,” says Richard Spalding, CEO of The 7th Chamber, a seeding agency which aims to push videos to people who will watch at least 50% of frames.
For Spalding, measurement is about “moving away from an impression-based metric” to engagement, which is “more likely to move to a path to purchase”.
His London-based 7th Chamber promotes video content for clients – like Old Spice, Mini and Hotel Chocolat – by establishing online editorial placements, then maximizes attention using paid media.
We interviewed Spalding at Beet.TV’s executive retreat at Vieques, Puerto Rico.
]]>“Back in the day, everyone waited to see that ad,” says Unruly Media‘s US president Richard Kosinski. “We’ve actually found that 60% of the most shared Superbowl ads of all time actually were released well before the game itself.”
Unruly should know. The video analysis provider, which published the Viral Video Chart, has collected sharing data on some 425 billion videos ever posted online.
Kosinksi says Unruly helps marketers establish whether their videos might go viral by using panels of people to ascertain up to 18 psychological responses and eight social motivations to test ads.
“We’re in a sea of video content,” he adds. “Emarketer recently published a study that the likelihood of a video getting over million views is less than six tenths of one percent. “The days of posting and praying are over.”
Unruly’s Superbowl stats, detailed here, suggest it takes 57 video views to generate one share of a Superbowl-linked commercial.
We interviewed Kosinski at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>Sebastian Hempstead, CEO of social media marketing monitor service Brandwatch, says immediacy is vital.
“The content we put in to conversations can turn up a day later… if it’s not in the right moment… when we want to consume it, that moment of interest, that opportunity to engage has gone,” he tells Beet.TV. “We need to be engaging at the point in real-time.”
By means of example, Hempstead’s Brandwatch has helped one client respond quickly to negative social discussion about its financial results. And, Hempstead says, when disgruntled customers tweet they’re leaving their mobile carrier, that is an immediate sales opportunity for rival networks.
We taped this segment at the Mindshare Client Huddle, where Hempstead was interviewed by Mindshare’s north America chief strategy officer Jordan Bitterman.
]]>“You have to be really in real-time,” says Tim Schigel, founder of ShareThis, whose near-ubiquitous green button lets users share content through umpteen online services.
“People are interested a given topic maybe for just a few minutes or a few hours. If you’re not relevant to them at that time, you’ve missed an opportunity. The challenge is producing content that is brand-safe.”
Nowadays, ShareThis is using its sharing data – with over a billion social signals per month – to target marketers’ advertising.
We taped this segment at the Mindshare Client Huddle.
]]>Chirpify is a start-up hoping to close that circle, by letting consumers buy or otherwise express interest in products using just hashtags in social media they already frequent.
“We’re letting people use social to #buy, #enter or #reserve or express an interest in that content or product,” Chirpify chief revenue officer Kevin Tate tells Beet.TV at the Mindshare Client Huddle at the Consumer Electronics Show.
“Social has become this participation layer … and hashtags are the glue for that conversation. the ability to bring a conversion opportunity to that conversation is what brands get excited about. We’ve worked with 20 to 30 big brands over the last six to nine months.”
Other uses of Chirpify have been to #donate money to charity. Use cases involve TV advertisers but also a range of other brands, Tate says. Although conversion is as simple as tweeting, buyers must be registered with Chirpify and have a payment method plugged in.
]]>
“2013 was all bat establishing the goalset,” Civolution senior product manager Stefan Maris tells Beet.TV. “2014 will be all about, ‘How can we increase the effectiveness on top of what we already did?'”
To that end, Civolution aims to bring in more cookie data and “predictive GRPs” (gross rating points) to better target those ads.
Maris says the synced Facebook ads impressed an entertainment studio client with lift in campaign engagement: “The power of this product is, you merge the emotion and reach of television with the transparency and actionability of digital.”
Maris was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.
]]>Civolution technology also provides clients with real-time metadata describing on-air TV content. When this is used to target advertising in social networks, the results can be positive. Group M ad unit Xaxis has been using Civolution data in the Netherlands. and social ad company Optimal Social has also partnered, says Civolution senior global product manager Stefan Maris.
“Optimal Social integrate our realtime firehouse in to their backend, allowing us to have TV-synced advertising on Facebook,” Maris says.
“We worked with a large entertainment company to have a TV-synced (advertising) experience around one of their premiere movie releases. We saw a huge, 60% uplift in consumer engagement.”
Greater engagement can be found not just by TV advertisers buying Facebook ads in time with their TV spots – but also by buying on Facebook against rivals‘ TV ads, Maris says.
“We bought inventory against competitors’ movie trailers,” he says. “For those, we saw up to a 30% uplift for that particular movie.”
This segment was recorded at the Beet.TV leadership summit on television and programmatic advertising hosted by Xaxis and sponsored by Videology.
]]>Such targeting can be particularly effective for household purchases, such as movies to see or cars to buy, Hanks tells us. “We can identify the household and screen and deliver a message on a game console, PC, laptop,” he explains. The technology anonymously identifies the screens and device consumption in the home, he adds. “If a household consumes 80% of its video on a PC, we deliver mostly to a PC then. Or if a household has 50% on tablets, we deliver there,” he says. “It’s about getting to the consumer where they are.”
This interview was part of Beet.TV’s “London Sessions” presented by YuMe, produced at the Starcom MediaVest offices in association with VivaKi.
]]>“Real-time marketing is becoming a part of what we do on a day-to-day basis – we refer to it as ‘agile marketing’,” Ian James tells Beet.TV.
“Devices and connectivity are enabling richer experiences to be delivered in more native places. Those native platforms feed us with a huge amounts of data. It allows us to behave in a more real-time fashion when it comes to content.”
Oreo’s “Dunk In The Dark” tweet, when the cookie brand responded to a power cut during the Superbowl, is often cited as an example of real-time content marketing
James advises marketers: “Be ready to manage huge amounts of data – you really are drinking from the fire hydrant – use that data wisely. And real-time demands ever more creativity, not less.”
This interview was part of Beet.TV’s “London Sessions” presented by YuMe, produced at the Starcom MediaVest offices in association with VivaKi.
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