{"id":85,"date":"2012-11-20T23:44:50","date_gmt":"2012-11-21T06:44:50","guid":{"rendered":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/?p=85"},"modified":"2012-11-21T01:30:37","modified_gmt":"2012-11-21T08:30:37","slug":"85","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/2012\/11\/20\/85\/","title":{"rendered":"TV-evolution: second screen and social TV"},"content":{"rendered":"

Continuing discussion about different eras, started in previous post<\/a>, let\u2019s now direct our attention to TV era. In the light of American President elections and Obama\u2019s data-based victory there are a lot of comments that \u00a0TV times are about to end especially in sense of using it for advertising. Customers became more clever and selective; they don\u2019t absorb \u201cbuy it\u201d ads, interrupting their favorite TV-shows. But they still watch TV\u2026 and chatting on Facebook or posting to Twitter or checking the news\u2026 What kind of phenomenon is that?<\/p>\n

It is called the \u201csecond screen\u201d. Second screen experience is the process when you use your smartphone or tablet simultaneously with watching \u00a0TV, which doesn\u2019t fully capture your attention.<\/p>\n

According Nielsen research<\/a> nearly 40% of Americans now use tablets or smartphones while watching TV at least once a day; 62% do it multiple times each week.<\/p>\n

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\u201cSecond screen\u201d became the catalyzer, which turned passive TV-watching into shared experience, now called \u201csocial TV\u201d. It enables viewers to go deeper into the story world, find necessary information about the product exactly when needed, share opinion, participate in discussion about what\u2019s going on on the main screen in real time.<\/p>\n

\u201cSocial TV\u201d is new interesting tool, so how can it be used by marketers? Different studies suggest various combinations, let me mention some of them.<\/p>\n

1)\u00a0 Engagement<\/em>. Now TV viewers have another motivation to watch TV content –\u00a0 they can be rewarded through related Mobile apps. For example, during the basketball championship March Madness brand \u201cDove\u201d Men+Care \u00a0made a partnership with \u00a0Viggle (the app rewarding \u00a0for watching TV shows). When user was checking the broadcast, watching the game, he was re-directed to a Dove Men+Care page, where he could earn the extra points for watching \u00a0Dove\u2019s \u201cJourney to Comfort\u201d videos, involving basketball legend stars, such as Shaquille O’Neal.<\/p>\n

2)\u00a0 TV gamifying. <\/em>One more way to increase viewers involvement into TV ads absorption is to add gaming element, which is possible on the second screen. Great example is Coca-Cola\u2019s \u201cChok\u201d the app, which allowed users collect virtual bottle caps and then exchange them for digital goods, like mobile games. It worked in tight connection with the TV-commercial. Each time there was a music from \u00a0Coca-Cola TV commercial, the app opened and offered users to shake a phone. Each \u201cshake\u201d was measured with the phones accelerometer and users were granted with the bottle caps.<\/p>\n

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3)\u00a0 Hashtags usage in TV commercials.<\/em> By adding hashtags to TV commercial, brand can extend the commercial life beyond the main screen. It can lead to discussions in social networks and better customers\u2019 involvement. <\/strong><\/p>\n

4) Synchronizing e-commerce with TV.<\/em> Simultaneous watching and shopping was a dream for the whole history of TV commercials. Nowadays it may be possible. First steps in this direction were taken by eBay in the app \u201cWatch With eBay\u201d. By providing the information like zip code and cable provider and then accessing live auction, linked to what\u2019s on the main screen, viewer is supposed to be able to purchase products, related to the movie star on the screen (Jessica Simpson brand T-shirt) or to the certain TV-show. There are still problems with algorithm of how to identify related products (now eBay app captures the whole stream and offer everything), but there is a real possibility for future.<\/p>\n

There are many ways to extend the influence of social TV and there will be more other. So yes, traditional TV role in marketing has changed, but TV is not dying,\u00a0 it evolves, transforming \u00a0its\u00a0 approach to viewers.<\/p>\n","protected":false},"excerpt":{"rendered":"

Continuing discussion about different eras, started in previous post, let\u2019s now direct our attention to TV era. In the light of American President elections and Obama\u2019s data-based victory there are a lot of comments that \u00a0TV times are about to end especially in sense of using it for advertising. Customers became more clever and selective; […]<\/p>\n","protected":false},"author":15091,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[72475,587958,587959],"class_list":["post-85","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-mobile","tag-second-screen","tag-social-tv"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/posts\/85","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/users\/15091"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/comments?post=85"}],"version-history":[{"count":12,"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/posts\/85\/revisions"}],"predecessor-version":[{"id":102,"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/posts\/85\/revisions\/102"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/media?parent=85"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/categories?post=85"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/nataliiakushnir\/wp-json\/wp\/v2\/tags?post=85"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}