From the Authors: Tips for Taking Advantage of the Connected TV Space
Take Action: Connected TVs
There are a number of ways for your brand to take advantage of the connected TV space. The following are a few points we especially want to underscore:
1. Match the message to the audience.
The user base of connected TV devices can vary widely. You must be careful, for example, not to run creative targeted at women on a primarily male-dominated platform. Approach this space with the mind-set that each connected TV solution is a unique opportunity and assess it accordingly.
2. Emphasize the “connected” part.
Although the word “TV” appears in “connected TV,” you are doing yourself and your audience a disservice if you simply run traditional TV commercials. Design your creative with engagement and interactivity in mind. This is the real power that comes from the convergence of television and the Web.
3. Make it your own.
An app on a connected TV is a bit like a channel on traditional TV. If your brand has compelling content to share in a consistent serial format, consider creating your own channel that can appear (through partnership integrations) across a variety of connected TV devices.
From the Inside Flap
When Beyoncé revealed her baby bump live at the 2011 MTV Video Music Awards, 8,868 tweets burst into the Twitterverse over the course of a single second. When Jeff Probst began live-tweeting during the Spring 2011 season of Survivor, the volume of tweets per episode was, in most cases, five to seven times higher than the previous season. And the charming Volkswagen "Darth Vader" commercial, where a boy thought he used "the Force" to start his dad's Passat, inspired people to go online and view the 60-second spot 45 million times on YouTube. The Internet didn't kill TV! It has become its best friend.
Americans are watching more television than ever before, and we're engaging online at the same time that we're tuning in. Social media has created a new and powerful "backchannel," fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience on-demand television whenever and wherever we want. And connected TVs blend Web and television content into a unified big screen experience, bringing us back into our living rooms.
Social TV takes a fresh look at television as it sheds its "traditional media" stigma and helps brands navigate TV as a fertile "new media" filled with many emerging opportunities to reach audiences. Advertisers can no longer count on TV programs alonethey must redefine television as a cross-channel media experience to ensure that their brand transcends devices, applications, and screens.
Social TV shares proven advice on how to:
Leverage the "second screen" to drive synched and deeper brand engagement
Use social ratings analytics tools to find and target lean-forward audiences
Align brand messaging with content as it travels time-shifted across devices
Determine the best strategy to approach marketing via connected TVs
Test and learn from the most cutting-edge innovations in television
The rise of one technology doesn't always mean the end of another. Discover how the convergence of television and the Internet has created new marketing opportunities for your brand.