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Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile Hardcover – February 28, 2012
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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.
Top Customer Reviews
The most important part of this book to me is the part about communication from celebrities. To me that is the most revolutionary part of media today. The fact that I can go to Jason Segal (actor in How I Met Your Mother) and tweet him and actually get an answer back, that's so cool! That is a completely new thing in our culture.
I'd definitely recommend this book to anyone in advertising, media, or just interested in how TV and social media work together.
Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile
|Length: 2:19 Mins|
Accordingly, when I saw Mike Proulx and Stacey Shepatin's brand new book on the subject pop into my Twitter feed, I felt compelled to read it this evening. The book is titled Social TV: How Marketers Can Reach and Engage Audiences By Connecting Television to the Web, Social Media, and Mobile, and despite being an early entrant in the space, it is well worth picking up.
As the title reflects, Proulx and Shepatin's book explores the social TV landscape from the perspective of marketers, bringing them up to speed with behavioral and technical developments. Moreover, it also provides actionable advice for reaching viewers as they interact with second screens and view programming on digital devices. In fact, the book's scope goes well beyond social networks (such as Twitter and Facebook) in its second half, to explore issues with "TV everywhere," cord-cutting, and even Microsoft Kinect integration.
The book is very cleanly written and structured, and should be easy to understand even for readers who do not consider themselves technophiles. Each chapter contains well-selected quotations from leaders in the space, and ends with direct recommendations for marketers to educate and prepare themselves to embrace the social TV trends discussed within.Read more ›
Most Recent Customer Reviews
The book covers only US use cases
It would be great to see more from Europe, Asia and Latin countries. Read more
I recommend tontead this book in order to be updated about social tv audiences, going beyond the conventional rating a and metricsPublished on January 6, 2014 by J. Otaduy
Enlightening in parts, lacking in some places where I was hoping for more detail. more focused on advertisers than actual media producers like my self. Read morePublished on April 19, 2013 by Doug S