Building Engagement with Social TV

Contrary to popular opinion, the internet did not kill TV.  In fact, social media is spurring the growth of television to the point where Americans are watching more television than ever before. Just like it revitalized the dying world of email marketing, social media is transforming TV to become a new entity. This new Social TV refers to the technologies surrounding television that promote social interaction related to TV program content.

Without a doubt, social TV is going to explode as advertisers see a gold mine in target audience and extended program content with a more engaged audience. 

2nd Screen Back Channels

What is creating this marriage between social media and TV is the role that back channels or second screens play in engaging TV viewers on the web. i.e., Viewers of TV program content (including ads) are sharing their insights with their social communities.  Some research shows that at least 40% of tablet or smartphone owners are using their devices daily while they’re watching TV.

2nd screen

Nielson points out that 57% of TV viewers use the web simultaneously. Much of this time, they claim, is spent discussing the show or advertising they are viewing at the time. And since a lot of people multitask while watching TV, second screen app developers are jumping on the bandwagon of this huge market opportunity.

Global Audiences in Social TV

Besides app developers, TV advertisers now see a gold mine of opportunities stemming from this “social lift” in the form of social voting, better targeted ads and post-view content sharing. The latter refers to a whole host of social gaming and TV program features that go beyond the broadcasted content.

Advertisers are also focused on an engaged audience that they never had before. i.e., These new social impressions are amplifying their marketing messages with a more viral media than they could ever expect from even smart TV.

In his Social TV Book, Giacomo Summa attributes this growing interest to the following:

…Television’s influence on culture and society has been widely acknowledged for many years. On the other hand, with the diffusion of the web and of social networks such as Facebook and Twitter, used in concert with television, the TV experience has become much more interactive and it is now impossible not to acknowledge that television has also become a driving force for social interaction. Furthermore, the parallel diffusion of internet videos and user generated content, fostered by YouTube in particular, has provided society with a different approach to media and television in particular: consumers have also become producers. Twitter and Facebook have influenced some of TV’s fundamental properties such as liveness, character centric storylines and flow and to what the YouTube phenomena means for television…”

-          Giacomo Summa, Social TV Book

Many analysts now believe that the social connection is becoming nearly as important as the content itself, in part because this back channel amplifies and spreads the content well beyond the life of a broadcasted program. In fact, the worldwide market for Social TV is expected to reach $250 billion by 2017! That is the same amount spent worldwide today on all television advertising.

World Social TV Market

Re-casted Commercials

In some cases, advertisers are leveraging the “second screen” to drive synched and deeper brand engagement. My own study of over 3300 commercials re-casted on YouTube, for example, showed nearly 2 million comments and 5 million likes registered across 3 billion views of these recast commercials. You can imagine the data gleaned from these comments that would never be disclosed in the best of focus groups or advertising round table discussions.

Recently, this second screen engagement has reached millions of viewers in a wave of movie trailers. The Game of Thrones trailer, for example, reached 22 million views in less than 4 months of its release.

Twitter and TV Advertising

Nearly all the major social media platforms are moving into this social TV backchannel (e.g., Twitter, Facebook and Google+) with Twitter accounting for 80% of the chatter. Following the massive amount of tweeting during Super Bowl commercials, Award Shows and Game of Thrones, social media fanatics are accustomed to being heard for the first time.

Shows are even known to feature backstage scenery, one-on-one dialogue with celebrities and other exclusive content for those engaged with their programs or ads. For more information on how Twitter, in particular, has spurred the development of Social TV, check out The Evolution of Social TV and Inbound Marketing.

Social Media Engagement and Research

But simply creating a Twitter hashtag or placing a Facebook “Like” button near your content is not what is stirring the enthusiasm across the broadcasting industry. Where many networks and advertising sponsors hope to capitalize on Social TV is in the area of advertising research and advocacy. It is here that extended second screen content is reexamined for a more targeted ad placement. In some cases, the resulting research has led to cancelled programs or drastic shifts in networks or programs featuring the ads.

For examples of how this is done, check out Professor Shawndra Hill’s The Value of Social for TV  well as Stacy Shepatin’s preview of her “Social TV” book. Stacy describes how the rapid growth of portable devices, social interaction and real-time program advertising feedback provides a level of advertising research never made possible in the era of Nielson Ratings and focus group research.

As both discussed further by Shawndra and Stacy, we not only have mastered the art of social voting on shows like American Idol, we have ways of correlating show and advertising popularity with the volume and sentiment of social commentary occurring before, during and  after show episodes. This drastically improves network show creation while providing advertisers with significantly greater amounts of target audience demographic and interest-based targeting. i.e., We are seeing an emergence of context marketing.

But even on a smaller scale of live engagement, viewer commentaries posted on Twitter, YouTube, Google+ and Facebook are now being data mined as ways of measuring social impressions. This data can give brands the ability to hyper target at an individual user level based on that person’s favorite TV shows and how they engage with them.

To some advertisers, this is even more important than the traditional TV ratings as it reveals more about viewer sentiment through comments. Encouraging to many advertisers focused on this back channel is the growing number of these comments that viewers now regularly post.

Social TV research also provides an alternative to the guesswork that goes into show releases. More importantly, it sets the stage for audience creation of future storylines and ad preferences.

Finally, social ratings are used in conjunction with TV ratings for advertisers to gauge how likely their program content is to resonate with audiences. In particular, they are now focused on social impressions that indicate an “engaged” audience’s likelihood to view and promote the content

Context Marketing through Social TV

And as advertisers garner more of these insights on their receiving audiences, they hope to capitalize on the emerging trend towards Context Marketing.

 “…In the social TV era, your ability to listen and garner feedback has risen to an entirely different level. Today, more than one billion people worldwide share their insights and opinions, clues to purchasing behavior, and likes and dislikes online. Instead of relying on episodic and delayed opinions, you can capitalize on trends by taking advantage of real-time interests, attitudes and desire…

-          Networked Insights,  Social TV Survival Guide         

Imagine, for example, knowing who the audience is through synced social media activity as well as what parts of the program content or advertisements appealed to them. Moreover, imagine content that is curated based on audience popularity as in the case where audiences even select your cast or story endings?

So how do you think social TV will shape our approach to marketing? Do you believe it will be effective in building viewer engagement? Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing? 

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65 thoughts on “Building Engagement with Social TV

  1. Social TV has completely changed our approach to marketing because it has opened the door for a new way to reach all audiences that allows them to become part of the complete experience. More and more people are using social media has a means of keeping informed on things going on around them. Most of the TV shows on today have social media pages where fans can fully engage in their opinions about the show and feelings towards upcoming changes and premiers. This has completely changed how viewers engage with their favorite TV shows. For example, Family Guy a show created by Seth Macfarlene killed one of the key characters during the 12th season. The response via social media was massive fans all over the world expressed there desire to bring the character of Brian Gibson back on the show. The fans won and Seth Macfarlene brought his character back. This proves the impact that social media has on TV and how audience engagement plays a role in the direction of the shows they watch. This showed how social TV has changed the engagement of viewers. Viewers are not longer just viewers they are active members of their favorite TV shows. The changes in have forced broadcasters and advertisers to become more creative and think outside the box of what it means to market their products to viewers. Broadcasters and advertisers must understand the importance of using social media as a means reaching viewers. They need to make sure when pushing out their product that they consider how the audience will react and perceive what they are viewing. This will defiantly allow for greater context marketing. Marketers just gain a better and clearer understanding of the target audience for which they are providing advertising. Different viewers watch different TV shows and this would affect what items are shown during which times of day and during what types of shows. Also, people are more active on social media during different times in the day. As viewers become more active in social media as a means of expressing their feels about TV shows marketers need to make sure they are mongering viewer options and concerns. Marketers need to pay close attention to social media trends. The consumers are telling them exactly what they want to see and how they want to see it. Social media and TV is the perfect match made in heaven.

  2. I do believe that social TV will shape our approach to marketing as it has already done so. People are now becoming more interactive when watching their favorite TV shows. For example, when I watch my favorite TV show “Empire,” I quickly get on social media such as Twitter and Facebook to talk about what I found was interesting on this weeks episode. I also watch closely to see what other people are posting as well. Marketers are learning how many people watch TV and use social media together and are investing more time and money into social TV.

    I do believe that it will be effective to build user engagement. Social Voting is very important in today’s day. I really enjoy getting online and answering poll questions with my beliefs of what will happen in next week’s episode of my favorite show. Many more people are watching commercials directly from YouTube, which helps marketers because they can just read the comments on the bottom of the video and know exactly how people feel about the commercials and ads.

    I agree that advertisers now will have to rethink their target audience’s strategies. Now TV and social media go hand in hand together. There was a point in time where advertisers would have to reach out to their audiences through either Television directly or through social media directly. In day’s age now they have to find out how to reach out to them directly onto both methods. For example, now they have to see what shows people are watching the most. Everyone I know watches Empire on Wednesday nights at 9pm. There they would have a big target audience where they can market. Any company who is interested in advertising to a younger crowd can use this source to do so. Using context marketing they can link those same commercials to their social media pages and get their potential consumers more involved.

  3. I believe social TV is completely sophisticating the way marketers advertise and gather essential market data. Social TV simply provides very accurate information to marketers about consumer’s behaviors and preferences, this information is reshaping the approach to marketing because it actually draws the lane that marketers should follow and focus on.
    I have no doubt Social TV is very effective in building engagement, since it involves social media in combination with TV allowing interaction between the audience and the shows, which I consider is very appealing to people. We like the idea of sharing our opinions, especially if we can hide behind our computer or cellphone while twitting. Communicate to others what we like, what we don’t like, what we enjoy or not and what we are experimenting at the moment has become very popular and common these days and with TV social marketers have found a way to benefit from that behavior.
    It will definitely force advertisers to rethink their target audience strategies because now they are more informed about specific market preferences and instead of measuring the results of their strategies, they would shape their strategies according to the measures that comes from the social tv data gathering.
    Since marketers are becoming more knowledgeable about their target market they are now more able to create greater content marketing that creates an impact on their audience, and on the other hand thanks to social media consumers are basically screaming to marketers what they are actually interested on and what they want and this creates a continuous evolvement of content. TV and Social Media are the perfect mix to create consumer engagement and to provide marketers essential information that benefits their business.

  4. I think social TV will shape how marketing works because it is a fairly a new technology that will definitively change some aspects of life and marketers need to accommodate their ways of marketing and advertising to build more engagement between consumers. Therefore, in order for marketers to have a better engagement with their consumers they need to understand how social TV works and what it can offer.

    Furthermore, I believe social TV will definitely build viewer engagement, since it is a combination of social media and communication around TV. In addition, with all the other social medias available, social TV seems to be a pretty good idea in today’s market.

    As far as, if social TV will force broadcasters and advertisers to rethink their target audience strategies it will absolutely force them because it’s a bit different approach. It won’t be super hard since we already have a bunch of social medias and TV, however they just need to again learn how to combine them both and attract the right audience. Also, they need to keep up with the latest trends in social media if not they can fall behind. Finally, social media will allow greater context media, due to the fact that information needs to be updated constantly so consumer will get the top news. Since consumer will have the chance to give direct feedback, marketers then need to adjust and or come up with new strategies to customize their ads and attract the right people.

  5. Nielson points out that 57% of TV viewers use the web simultaneously. Much of this time, they claim, is spent discussing the show or advertising they are viewing at the time. And since a lot of people multitask while watching TV, second screen app developers are jumping on the bandwagon of this huge market opportunity.
    This is a very true statement. TV watching isn’t going away, our mobile devices just makes it easier to communicate our thoughts while watching our favorite programs. Take for example the Heat game last night. Facebook and Twitter was being blown up with comments from fans to friends. Game of Thorns was another teeth clinger, although everyone dies in that show, the expected is unexpected. The best part of technology today when it comes to TV shows, our mobile devices makes TV portable and advertisers would be wise to position themselves right there with the audience. We may start using our google glasses to watch our shows as well in the near future.

  6. In my opinion the idea of social tv is great for the people for individuals today. I feel as though with this new style of approach to marketing will change. Due to the increase of people watching TV and being on their phone or device of some sort, will increase the amount and content of businesses in marketing to their audience. In todays day everything it is about having the competitive advantage, being better, faster, and more efficient than the competitor. Considering this tactic, I believe it will be effective in building viewer engagement. Although the viewer and consumer are already engaged, perhaps, if the marketer provides promotions and contests to increase viewer interaction, will definitely be a plus. I do not think it will immensely force broadcasters and advertisers to rethink their target audience considering they may already be thinking of different strategies to reach different audiences. As I mentioned before, it is all about having the advantage therefore, it will definitely involve and allow greater context marketing. For instance, celebrities that are a part of the social media world, makes it that much easier for fans and viewers to interact both through the social media and TV. The ability to create hash tags, participate in promotions and giveaways, even win tickets to see a celebrity, is all the benefit from the TV and social media integrating.

  7. So how do you think social TV will shape our approach to marketing?

    As the years have gone by and technology has allowed smart phones and tablets to become useful beyond belief, people seems to be getting more addicted, not only to their electronics but also to the apps inside them, specifically social media apps. It seems that people can no longer watch an episode of their favorite show on TV without tweeting/Facebook posting/Instagram posting about it. This then raises the question if social TV will force marketing approaches to change, and the answer is YES! Being that consumers are glued to their smart phones and tablets while watching TV, they are going to expect up to the minute information, which I have started to see on twitter recently. One way I have seen broadcasting companies market their programs is to have the main characters of the popular shows “live tweet” while the show is premiering which allows the audience to feel closer to the cast and feel as if they are a part of the shows “family”. I believe companies will start to do more of this in the years to come.

    Do you believe it will be effective in building viewer engagement?

    Engaging your target market is extremely important. I do indeed believe social TV would be effective in building viewer engagement especially by the example I gave earlier about the live tweeting, not only by popular characters on a show but also in other areas such as sporting events. I particularly enjoy the live tweeting my favorite NFL team provides not only while the game is happening but before and after as well. I not only enjoy following their tweets but also engaging with fellow fans by looking into hashtags the team has provided or simply searching the topic. I have also seen hashtags being given on popular award shows, talk shows, and TV shows. This has definitely been effective in building viewer engagement.

    Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing?

    Broadcasters and advertisers will definitely be forced to rethink their target audience strategies, as they will have access to reach their audience more effectively. What’s going on, on social media can also assist companies to pull the data they may need in order to see what age groups may be watching their programs and creating a buzz online which will allow greater context marketing. Along with age group information, information such as likes and dislikes are readily available as Facebook/ twitter posts can include feedback on the shows they may be currently watching. This allows advertisers to gather more information than what may have been available years ago.

  8. I believe that social tv will shape our marketing approach. Social tv as mentioned in the blog can help marketers to better understand who their target market is. For example, twitter allows people to say how they feel about certain things as simple as something they liked about a commercial.
    In my opinion social tv will be effective in building viewer engagement. Because social media such as Facebook Instagram and Twitter broadcasters and advertisers may be forced to take a second look at their target audience. This is a good thing because they will have a clearer look at who is the actual target audiences. I also believe that it will allow greater content marketing?

  9. I absolutely think that social TV will continue to change and shape our approach to marketing as it has been doing in the last few years. Social TV has provided free and an abundance of extremely important information regarding target audience and what they are most responsive to not only within an actual program but about commercials that run during the programming. Take the Superbowl as an example. The Superbowl is known for its commercials but social media has provided marketers with free feedback as to what people are most talking about and demographic information about their audience, making it easier to target their audience and make their commercials more effective and cost efficient.

    Similarly, I think it will continue to increase its effective in building viewer engagement. I am not only one that participates in this engagement while watching my favorite shows but I am a witness to seeing the increase and effectiveness of viewer engagement. I can’t remember this being a factor as far back as three years ok. It is incredible and always makes me awe in amazement as the minute the show I’m watching goes to commercials, I immediately check twitter and see what others are saying and if they are feeling the same way as I am.

    I think broadcasters and advertisers will have no choice but to rethink their target audience strategies. I mean how could they not? Social TV has provided an abundance of information regarding target audience that they just can’t ignore. It allows advertisers to better focus their strategies to reach the audience that will be the most responsive. Advertisers now have the ability to not only know their target audience but to know their social media habits and their specifics likes/dislikes. This in turn will allow for greater context marketing because with this feedback not only does target audience information arise, but specific context preferences arises that allows advertisers and marketers to make more efficient and effective context marketing strategies.

  10. So how do you think social TV will shape our approach to marketing? Do you believe it will be effective in building viewer engagement? Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing?

    Social TV will shape our approach to marketing in a number of ways. Marketing and advertising will have to shift their approaches first of all, then find ways to enhance their application to social media. Since social tv projects to be a multibillion dollar industry, I believe the bulk of marketing efforts will be shifted to this area- because of the potential. And why wouldn’t marketers shift to this direction? Social TV is like a dream come true- consumers chat about what they like and don’t like, react before, during, and after a programming. It’s awesome, this is a way to cut paper, save money and time on focus groups and widen your bases.

    I believe social tv will be highly effective in building viewer engagement because it will be fully equipped to include this component. Viewers will be excited to share what they think to the world, friends, and family. Getting consumers to talk is the key to viewer engagement. Unfortunately I think the more engagement it builds, the more marketing and advertising will take place- leading to an overcrowd. Many people are turned away from certain forms of media because there is too much advertising and selling going on. Hopefully marketers are strategic about their strong entrance into this market and not push away a dream waiting to happen.
    Broadcasters and advertisers will need to rethink their target audience strategies, I believe broader strategies will be applicable. When we think of target audiences we think consumers who fit the description of who we would like to use our products or services. The benefit of social media is that you can target any and everybody- especially perfect for greater context marketing. The wider the marketing arena, the better.

  11. I think social TV is a great approach that many marketers have embraced to take their brand to the next level. Those brands that utilize broadcast media have been able to create an experience on TV as well as online. The idea of a second screen has become widely popular and has allowed viewers to further engage with the program they are watching.

    For example, the show The Walking Dead has a second screen experience where viewers can interact on the web while they are watching the latest episode. A show like this with diehard fans has used this form of marketing to capture as much engagement with their fans as possible. They have the hashtag up throughout the show and that alone encourages viewers to interact with the show on Twitter. Also, during commercial breaks they message about viewers typing in code words and tuning into their second screen experience to find behind the scenes or never before seen content. It has taken the show to another level, allowing viewers to participate and be apart of the show.

    This approach will also help marketers further learn about their audience and find those who are engaging with them on both mediums. There are so many advantages to this approach and many TV shows have benefited from it. Reality TV shows use this approach to help build a following for the network, the show and even the cast. People jump on Twitter to share their thoughts about what they are watching.

  12. Social TV will continue to grow as an effective way to engage users and engage consumers. As I sit here typing this right now I am watching the Tony’s, eager to finish my homework and get on Twitter to see what the buzz is about the award show. It is instances such as these that marketers will continue to maximize upon. We are at a point in society where we almost feel incomplete when we are not constantly multi-tasking and staying in sync with our social media outlets, even when we are watching TV.

    Social TV is effective at building viewer engagement, and in my opinion it will continue to do just that. While we watch TV shows or news broadcasts, it is normal to see a hash tag pop up on the screen so that we can see what the Internet is saying about what we are watching. It allows us to blend the media platforms and stay deeply connected to what is going on. Often, I see something on TV, turn to social media to see what people are saying about it, then do further research on the product or brand.

    I also want to point out that Social TV and this post made me think of Oreo’s response to the Superbowl blackout. Knowing that users will turn to their smartphones to check on their social media platforms to see what they were saying about the blackout, Oreo responded perfectly with their “you can dunk in the dark” Twitter post. It was genius and just one example of how social media platforms and TV are blending to allow consumers greater connection to brands and companies.

  13. So how do you think social TV will shape our approach to marketing? Do you believe it will be effective in building viewer engagement? Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing?

    I believe social TV will absolutely shape our approach to marketing, and in a significant way. Consumers are obviously more attached to their phones and tablets than ever before. Social posts regarding programming take place in real time, and consumers are actively engaged with each other from moment to moment discussing epic details and thoughts of the content they’re viewing. These actions provide marketers will great insights to consumer perception regarding the content they’re exposed to, and allows for learnings for optimization moving forward. It also provides marketers with supplemental exposure as consumers are creating another leg of buzz by opening the communication funnel through multiple social channels.

    Social TV will be an effective tool in building viewer engagement and will definitely allow for greater context marketing. Through learnings viewed from consumer actions and perceptions throughout social channels, marketers can strategize how to most appropriately and effectively target certain consumers. Once the marketer learns the ultimate lesson: what does this consumer want to watch?, they’ll be able to provide them with relevant content that will result in the intended response by the brand. Accommodating to the responses by viewers will allow brands to effectively optimize their campaigns and strategies. It’s important for brands to get a better understanding of their potential consumers, and Social TV provides that outlet for them.

  14. I believe that everything changes over time and that like the dinosaurs in order to survive, one must be able to adapt. And this is no different for any business, person, entity or product. Some people feel that television is a dying breed of communication but I don’t think the T.V. is going down without a fight. With the help of social media marketing, television is changing its strategy in order to compete with the internet and other telecommunication and digital communication devices. Reality TV and interactive programming have changed the way we view TV. Today’s programming provides the opportunity for viewers to discuss and engage interactively with their audience thus creating a relationship with them. I believe that social TV is an effective means to build viewer engagement therefore strengthening the relationship with the target audience. By creating opportunities to engage with their audience, through the use of games, quizzes and voting selections, this increases the interaction with viewers thus increasing viewership. The experience created from these interactions if memorable will be communicated on other social media forums, creating a broader social experience and increasing viewership. Social TV is in its infancy and only a handful of programs have been created to answer the call of the changing tides. Advertisers have also gotten on board the social TV train since it has become increasingly difficult to gain viewership of their advertisements. Social TV may not be appropriate for all TV programming or it may just be too early to say. Creating opportunities to engage with its target audience is an advertiser’s primary goal, so partnering with TV networks to create these opportunities is a great way to do this. Advertisers now must work with networks to find opportunities to interact with their target audience and with the help of successful TV programs; successful social TV opportunities can result in a win-win situation.

  15. I think Social TV will shape our approach to marketing more and more as time goes on. Social TV will definitely be effective in building viewer engagement and make advertisers change the way they target their audiences. Many people watch TV and have their cell phones or tablets with them at the same time. When ads come on that viewers like or a new product is shown, they can quickly do a search to see where it can be purchased or get more information. By having special deals or information available just to the TV watchers it will encourage them to be even more active on websites and on social media. Viewers can quickly look at the Facebook, twitter or Instagram page for the companies or products. They can also ask friends about the products and even make plans to go visit the new restaurant or spa. By connecting the TV watching experience with social media, the TV viewers feel more involved with what they are watching.

    Good examples of this are the TV shows like American Idol and the Voice where the TV viewers are asked to vote for the contestants. They watch on their TV’s and then have the opportunity to make a difference in what happens on the show. People always like to feel involved and like they have some influence in what is happening.
    The social TV will allow for greater context marketing because it lets the viewers do more research and find out exactly what they want to know. It also quickly gives the companies advertising a new audience of interested consumers. By tracking who visits a website after a commercial plays, the company can target the people with deals, more information and create customers. They will know that the people were interested enough to take the time to go to the website. This alone creates more interest and is easier than the company having to locate their target audience. In a way it’s like the interest audience will go to them. Commercials and TV shows have their internet information at the end and always say to follow them on twitter, etc for more information and more deals.

    If advertisers don’t make the adjustments they will surely be left behind. Times have changed. When people have questions about a company, product or service they just look online. If it is hard to find the information people will get bored and move on. For example, if I am watching TV and see a commercial for a new product that I may like, I can quickly look online to see if it is worth buying. Then if I like it, I can order it directly from the site or Amazon all in two minutes. If however I can’t find information or it takes too long, I will just move on to the next thing and say forget. I am sure that many people are the same way (within some degree). There are many times I will see a commercial, buy it online during the commercial and then continue watching TV. Then in 2 or 3 days it arrives. If I couldn’t do it so easily, I would probably forget until I saw the commercial again. And by then I may have changed my mind about buying the product.

  16. I think that social TV will shape the approach to marketing in a way where marketing does not have to be done solely by the brand itself. Through the use of social media and how millions of people use social media as a new social TV, brands have to now just make themselves recognizable through who they are, and the audience will do the rest. I do believe that social TV will be very effective in building viewer engagement. As stated in the blog, many people have went and watched many commercials and trailers over again, to the point where they turn to television to get a better understanding. Social media will also hype up many things, such as reality TV stars having social media profiles, which would cause many viewers to run to the television to see what will happen next. The same occurrence can also happen in the world of marketing, where many brands can cause use social media as their new television, and new way of reaching out to their audience.

    I think that broadcasters and advertisers will have to rethink much of their strategies to target their audience, and a lot of it has to do with the changes that will come from social TV. I would like to believe that many broadcasters and advertisers can continue to use the current trends they have, but would definitely want to widen their margins of error. Social TV can take away or bring forth many new prospects. Because of how far social media can reach, a target audience has the possibility to reach millions of more viewers now than ever before. This can cause a brand to advertise to their audience in Seattle, Washington, and people in Miami, FL can know about this same product, all because of how people can tweet and talk about things, as well as upload videos to sites, like YouTube. The possibilities become more endless.

    There is no doubt that social TV will allow greater context marketing. A commercial aired once during Superbowl can be seen by millions, but because it can be uploaded to a site as mentioned by millions on social media, that number can more than double. There’s no referral to a company, like one from a satisfied customer. So what better way to reach out to a targeted market than to use social television to do a lot of the marketing! When many companies and brands create social pages, and users can view it, like it, and even comment on it, it allows for those who do not know the brand or company to interact with people outside of their market. Just that alone speaks good news for marketing, because the work will get done: it’s like pushing a bowling ball down a hill with the pins at the bottom. You do not have to aim at the pins; just push the ball and the rest will happen on its own. Of course, there’s a chance you may hit them, just like you may miss them. The same thing can happen with using social TV as the way to market.

  17. With all the reality TV of today, it’s no surprise that viewers are looking for ways to interact in real time while watching television shows. They seek a voice in the here and now (American Idol), not only offering opinions about a show, but also offering opinions about commercials and brands. Social TV is just a logical next step, as it provides a real time means for re-viewing interesting television content, allows viewers to hold conversations about the content, and, moreover, allows brands to begin to fully understand how consumers see them and offers the ability interact with them, in real time. Just thinking of how social media changed marketing, I can only imagine how social TV not only will change the marketing landscape, but how it already has changed this landscape.

    According to Wikipedia, “between 88-100m Facebook user’s login to the platform during the primetime hours of 8pm – 11pm in the US. According to Nielsen SocialGuide, there was a 38% increase in tweets about TV in 2013 to 263m. For the 2014 Super Bowl, Twitter reported that a record 24.9 million tweets about the game were sent during the telecast, peaking at 381,605 tweets per minute. Facebook reported that 50 million people discussed the Super Bowl, generating 185 million interactions. The 2014 Oscars generated 5m tweets, viewed by an audience of 37m unique Twitter users and delivering 3.3bn impressions globally as conversation and key moments were shared virally across the platform.”

    Without a doubt, the social TV plat form has demonstrated an environment that could easily increase user engagement with product and service brands. As interaction can only be expected to increase, especially during prime time, it can only be expected that what used to be pricey primetime ads on television, will become social TV ads, on the various social media networks. Twitter has already rolled this out with Twitter Amplify. Before Twitter users had to perform leaps and bounds to get to a video, now Twitter has given the users the ability to play video in the application with one click. Further, advertisers can sponsor a video and play an up to 6 sec ad before the re-play begins. This is just one example of a social media network that has made the necessary upgrades to be able to compete in the social TV marketplace. I, personally, think that $250 billion by 2017 is an underestimate for the growth of this technology, especially, worldwide.

    When it comes to capturing viewer engagement with a brand or even a television network, I do believe that social TV will not only be effective in building viewer engagement, but that it will drive people back to the television. I see social TV as a means for people to feel like they are playing an active part in what they view while causing them to become more engulfed in what they are watching in order to be able to make comments. The increased interaction and communication is almost like being at a party for each of your favorite shows.

    The growth of the social TV phenomenon has already caused broadcasters and advertisers to rethink their strategies for targeting specific audiences. In fact, all four of the major television networks were among the first partners to sign up for Twitter Amplify. For broadcasters, they must develop strategies that will increase viewership of their brand to drive advertising revenues. As well, they will need to rethink how and where they place their advertisements. It’s no longer a landscape where brands will just have a commercial during shows, but strategically driving viewer involvement using social media to place relevant (interesting) content and commercials there. This is similar to the advertiser standpoint; they will have to rethink when, where, and how they place ads. Videos seem to be the way to go as social media users are showing a trend towards video. As well, we have discussed several means for which an advertiser can create viral content. These will be the ways that advertisers will need to tailor the content they put out in order to better target their audiences, as the desire should be that their content goes viral!

    Taking this one step further, social TV interaction allows broadcasters and marketers the ability to see their audience and obtain feedback. This is important for them to be able to be able to increase viewership (broadcasters) and brand engagement (advertisers) thru context marketing. It is important to note here that social TV not only changes the marketplace for broadcasters and advertisers, but it also changes the landscape for data miners like Nielsen, as social TV allows them to collect real data, real opinions from their viewers (consumers) in real time. This will allow marketers to make necessary changes to their products, broadcaster to make necessary changes to their line-ups, movie makers to make necessary adjustments, and also increase engagement, and interaction for viewers amongst themselves. Hence, the increased exchange of information will definitely allow greater context marketing. In fact, I think, in many ways, it already has.

  18. So how do you think social TV will shape our approach to marketing. Do you believe it will be effective in building viewer engagement? Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing?

    Social TV will most definitely shape our approach to marketing in a way that allows viewers to interact with broadcasters and advertisers. Social TV will give viewers the ability to comment, like and/or share their opinion with anyone on the internet. When advertisers speak about engaging with their customers by displaying an ad on TV, they are simply stating that they “think” they know what their customer wants and by seeing this advertisement they will be jumping with joy. Since social media has recently been used by many people to express their true opinions and feelings, marketers might have to shift their strategies when targeting their audience or else they will hear about it in later comments. These comments can quickly spread throughout the internet, reaching millions of people faster than anything ever broadcasted, and it could seriously ruin a company’s reputation, if it is not executed properly.

    On the other hand, social TV can also come as a benefit to some marketers. The advertisers who truly care about connecting with their viewers will now have the ability to measure the exposure their ad is conveying. By utilizing social TV, companies will now be able to have accurate, comparable, and reliable information straight from the customers opinion. Such measures would yield more insight into consumers’ behaviors, so companies can then use this information to further serve up other relevant ad experience that the customer is interested in.

    In all, the use of Social TV will enhance context marketing if it is utilized properly. Companies will be able to distinguish their target market more effectively and they will be able to understand their behavior. By having a full understanding of their customers needs, they will be able to know exactly what appeals to them as well as what interests them, which will overall enhance the content marketing.

  19. Wow! Things have really changed since TV was invented in the early 1900s and began deeply penetrating the consumer market in the 1950s. Life was so simple back then, even if it wasn’t perfect. Advertising channels were simple and straight forward and not as multiple and complex like today. Modern day marketers have gone crazy in their campaign strategies and research just to find and persuade the right target market audience to purchase their product(s).

    As each new generation is born new “familiarities” of the times (things that exist or are invented during one’s youth) become a norm to that generation. Right now amongst Generations Y and Z the “in-thing” that is familiar to these groups is social media (SM). Thus it is believed that anything that is founded upon social media, including social TV, is bound to have a positive effect on this group of viewers and their engagement. Social TV will definitely pull viewers in and thus allow the capturing of subscribers’ data and preferences for current and future target marketing tactics.

    It’s obvious that the personal data mined and uncovered from social TV sources is quite valuable. It is so much more precise and focused than other, traditional marketing research sources. Consequently broadcasters and advertisers won’t be able to not take notice of it. Thus the extrapolated data will be what forces them to re-evaluate their target audience strategies.

    Social TV engages certain groups of viewers more intensely than other groups. But it must not be forgotten that other groups, like Generation X and Baby Boomers are still watching TV without any interest in the social interaction option offered simultaneously, prior to, or after content viewing. Though Social TV will allow for greater context marketing, broadcasters and marketers must find a way to effectively target both types of groups, SM and non-SM, with their TV marketing content.

  20. It’s clear that the world is moving towards the involvement of social media in everything we do. Television is no exception. It’s all about consumers staying connected and relevant, a need to feel like they are participating in real life events. For companies and marketers the aim to drive continued engagement better promote and to acquire real time analysis. Take for example American Idol where contestants may be “saved” by real time votes through social media such as Facebook and Twitter. Not only does this drive a consumer to feel like they play an important role in the show, it further emphasizes to a consumers the importance of staying connected through social media. In return, the television company may gain some insight about the consumer and better be able to promote a particular new series, or strike a discussion on twitter to gain insight knowing that currently there are “x” amount of actively engaged voters watching American Idol.

    It truly is amazing how technology has allowed real time involvement, and even more fascinating at how our social interactions can be observed to deliver context marketing while we’re “socializing”. Just a few years ago I bought a television that had Facebook and YouTube apps available to stay in touch with social media. But I could either watch television, or use the app, not both. I now see the future of television allowing users to simultaneously watch a television show and within the same TV screen and through a keyboard or phone connectivity be able to hold live chat on such social media sites as Facebook and Twitter about that show.

    Social media in its entirety (including social TV) is revamping how marketers operate. In past years, and still in use today, many organizations had to conduct studies and surveys and await responses, which is time consuming. Nowadays, through social media engagement and observation marketers can use tools to observe trends about groups and even individuals and be able to better provide more real time specific marketing. Remember that social media is a component of relationship marketing and allows consumers to feel more connected to a company; they can voice opinions and get live feedback from a representative which strengthens relationships with consumers. Social TV operates the same way. Companies use social media to keep the relationship going, but now it serves an additional purpose, which is to better know customer preferences through observation, which requires engagement. While audiences may still fall into particular consumer groups, social TV may help redefine segmentations built around a specific product or service or, in the case of a broadcasting company, television show.

  21. Social TV will shape our approach to marketing in allowing marketers to customize tv advertisement to a specific person. It was also allow marketers to know which types of advertisement works best on a particular show audience. This will allow companies to know during which shows their advertisement will be most successful. It will be effective in building viewer engagement as the current consumer likes to voice their opinions on social media and having the ability to do so while watching a show will increase the show appeal. Broadcasters will be forced to rethink their target audiences and even storylines as they will now have real time access to the opinions of their viewers. Advertisers will also have to reconsider their target audience as the advertisement that may have once been placed in a particular time slot may not be targeting the right audience and consumers may make them aware of it by using social tv. It will allow for greater context marketing because advertisement for a specific target audience or individual will be placed at exactly the right time during their favorite show.

  22. Social TV is very real and is absolutely taking over the whole TV experience. Many people no longer simply sit and watch a show; they watch the show while interacting on some kind of social platform. When a show is on that people love, my Facebook newsfeed, Twitter feed, and Instagram accounts go crazy. These platforms turn into veritable advertisements for the show. People express their love for the content, the actors, the storyline, and anything else surrounding the show. This act is so interesting from a marketing standpoint, because as it turns out, a great deal of marketing can be done for you, via fans, if you facilitate it properly.

    So how do you properly facilitate a social experience so that the consumer can spread the word about your product/service? Well American Idol is a great example. This show makes the entire experience interactive. Not only do you vote for your favorite singer, but you can watch the show and simultaneously download music from the show, watch deleted scenes, get to know the contestants and judges, and do live chatting. So as a marketer, you now have several different places where you can find your target demographic. Instead of just watching one screen in front of them, they are on iTunes, Twitter, Facebook,, and other spots as well. This is really cool for marketers because now they have an incredibly engaged consumer that is active on all kinds of platforms all at the same time. It is also really cool for the consumer because suddenly, their voice and opinion matters. They can have authentic conversations surrounding their favorite show and share that with the world.

    Broadcasters and advertisers are now dealing with a whole new ball game; but in my opinion, the game just got a little easier. With the amount of social sharing that is concurrently going on with TV watching, advertisers and broadcasters have access to an unbelievable amount data. Based on who is saying what, advertisers and broadcasters can create an experience for the consumer that almost seems like it was custom-built for them. I am noticing how much more interested I am in advertisements during my favorite shows than ever before, and that is not a coincidence. The folks behind TV can now create content that speaks very directly to the consumer, making the consumer more engaged and more interested. And guess what? It is only going to get better as social sharing grows, a fate that is undeniably inevitable.

  23. Recent growth of television can be attributed to social TV spurring more and more Americans to watch television. Social TV takes on a new form of entertainment and television, where viewer or social interactions are promoted. Due to the shift towards social TV, marketing approaches will have to be reshaped to adhere to these new age practices of greater engagement and connection. As a result of this new wave, marketing approaches will become more interactive through social media and reliant on fast pace, real time information. Moreover, the rise in social TV will force a new approach to marketing and viewer engagement which will be key to effectiveness. Building viewer engagement will be contingent upon marketers ability to use social media as a tool to further the discussion and participation of watchers. Using this tool marketers will then be able to tailor and adapt advertisements, shows and the entire television experience towards their target market.

  24. In my opinion, Social TV will be huge to marketing. Indeed, as we can already see, many TV shows, and brands that advertise are already using social TV to acquire more knowledge about their viewers. In my opinion, it is a gold mine for the marketers. It is the most valuable information they have had ever, they do not have to stipulate about the tastes, likes and dislikes about their customers, they have it right in front of them on the social media blogs (Twitter, Facebook, blogs, etc.).
    I believe it is obviously going to be more and more effective in building viewer’s engagement; it is already and will only keep increasing. We can see know on many social network, social media comments about what people think about TV shows, Movies, advertisement (when Allstate commercial came out, a lot of them became viral and people publishing them on social media because they were funny to watch.).
    I do not think marketers need to rethink their strategy to target people, because the social network were developed without them, and people started to talk about TV shows, Movies, Advertisements on these networks and blogs without marketers. What I believe marketers should do, is to pay more and more attention to what people say on these blog. The information and content shared by the viewers on these websites, and on the social media is priceless. Marketers and companies have spent billions of dollars in the past year for census, for demographic, for opinion about their products, to obtain valuable data; this is for the first time the most valuable data, and for free. Marketers need to spend more time on these networks and social media and analyze all the information; it is the future of marketing in my opinion. And not only for TV, but for brands, for advertising, for every type of product there is now a social media where people share their experience, share their thoughts, likes and dislikes.
    It will of course allow greater context marketing, all of these data collected allow marketers o improve their context marketing, not only content anymore. We can see now that marketers try to change the way they use to advertise, ads are no longer basic presentation of the product, they tell stories, about the products, the companies, they share experiences, make people laugh, all of these is a new type of marketing that engage viewers more and more, and have them communicate and exchange opinions on the social medias.
    TV ads have a greater impact nowadays than ever. Indeed, marketers now uses a lots of tactics to make their ads “viral” and catch their viewers’ attention, taking into account that now people can YouTube these videos, these “funny” “sarcastic” “viral” ads, brands are getting more recognition than ever before. If the ad is liked by people, the ad will travel on many social media. I will take an example that happened to me, Cadillac and their new ad making fun of France, comparing how lazy French are and how dedicated to work and success are Americans; I saw first this ad on Facebook, before seeing it on TV. I liked to ad so much that I remembered the brand right away and shared the link with my Facebook friends.
    Marketers now have an opportunity to reach even more viewers thank to the social media, their ads, their brands travel faster and to more viewer and potential buyers than ever.
    I do not think it is bad for television, in the contrary, it empowers the brands to do TV ads even more than before, and pay more attention and more work in order to have the most perfect ad possible. Television is now a mean to and end and is more useful than ever for marketers as TV and Social Media are now linked together, creating: Social TV. This will allow marketers to track their audiences, the demographics, locations, their likes and dislikes, their reactions to contents, it will allow them to cumulate some mega data about their customers and potential one that never before have they been able to collect. It will, in my opinion change the game in a very positive manner for marketers. The only question is will they know how to deal with so many information, without invading their customers and viewers’ privacy or ethics.

    Martin Tavernier,

  25. I think it will make marketing more effective; one of the most difficult aspects of marketing is battling indifference. You can make the best ads, hold contests but if the people don’t care it will be ineffective; and collecting product testing data, if your group of participants do not care about what you are showing them, your data will be useless, it will be the product of people just filling in boxes to get free stuff. But, social TV is people volunteering their time and opinion, so I think that will make the marketing more effective because the people are engaged. I know I like to browse on the internet while I’m watching TV, I enjoy multi-tasking, so I would be more likely to participate in a study or take a short quiz while I’m playing around the internet.
    I think this will make marketers and advertisers re-think their target markets and audience because they will have more info, most likely more measurable and specific too, so they will know who is watching and participating and really captivate their audience in the most efficient way and I think everyone will reap the benefits.

  26. So how do you think social TV will shape our approach to marketing? Do you believe it will be effective in building viewer engagement? Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing?

    The blog puts it perfectly, there is a marriage between social media and TV through back channels or second screens playing while viewing TV. Social TV has already started shaping a new form of marketing. The gears have shifted, and marketing is all about doing things sooner and better. Social TV offers new ideas, anonymous discussions, and a whole new world of excitement that is brought to the consumers in under 1.5 seconds. It’s a whole new form of influence and communication without the face to face contact. It no longer feels like business to consumer or business to business, but instead it seems consumers connect more with the screen, feeling like screen to consumer. Therefore, marketing is a here and now activity now, making the industry much more high paced, going hand in hand with the human daily lives.
    In reality, if social TV wouldn’t have come about, marketers would be out of date and therefore products and brands would feel the effects. Unfortunately, it seems that humans no longer feel engaged through writing or anything that takes over a minute to grasp. The most engaging aspects and ads today are the ones that take about 5 seconds or less to understand, leaving no room for abstract thinking, or out of the box references. Therefore, social TV will allows this to occur. Social TV will shape marketing by bringing forth higher consumer engagement, therefore, higher profits.
    Most consumers use social TV, social media and television, as a relaxer after a long day of work, or for entertainment. Hence, I believe that target markets will be reached more effectively and efficiently than ever before. You can customize, comment, and clarify on Social TV, making ads much more influential as it is targeted at the right consumers. I completely believe in social TV being an effective tool for marketers in building viewer engagement. Broadcasters and advertisers definitely need to rethink their strategies, because if not, they will be left behind like blackberry was. They need to be up to date and relay the information to their consumers in the moment, no seconds lagging. Without knowing the customized information about their consumers, they cannot properly target them.
    I am positive it will allow greater context marketing. It is more informative than ever before, allowing context marketing to grow. It understands your movements, your preferences and what has influenced you, using it to create a higher engagement level.

  27. f you sit back and think about it, social TV has already started shaping our approach to the market. 15 year ago who really knew about a YouTube video and what they had to offer. Now the growing trends of shot video are popping you not only on YouTube. Now Facebook, Instagram, and even Twitter are all added share video links to their web site. There is an advertising opportunity in here in the United States, although that pot of gold is at the end of a very long rainbow. Social TV is forming a new trend for broadcasters and advertiser. It’s making it easy for them to reach out to your audience. Mobile and tablet devices allow us to watch and experience television whenever and wherever they want. Younger social TV audience are enthralled by the comments they see develop on their second screen. I think people that are big fans of certain TV programs are the ones that will gain from this type of engagement. I think they will follow or ‘like’ the fan page of the program to get some sort of deeper connection feeling. I think it is also a good platform for those who want to further discuss TV programs with other dedicated viewers. I think it will force broadcasters and advertisers to rethink their target audience strategies. As soon as one TV program successfully adapts the social TV strategy I think it will be only a matter of time before all the others begin incorporating the strategy. However, before adopting this strategy it is important that the advertisers define the target market and analyze the implications this strategy will have. If a show is geared toward an older audience then it is not likely to be a successful strategy.

  28. I completely agree with the blog. Social TV is taking over and is becoming ever more popular. Viewers crave that social media interaction daily. Social TV creates that communication line between viewers all over the world. Viewers are discussing opinions, differences and things that excitement them with fellow patronages. This gives viewers a sense of community in the things they love or even dislike. I think broadcasters and advertisers are definitely going to have to rethink their target audiences. Unfortunately, not everyone is tech savvy or up to date with the trending technology. I think social TV may pose an obstacle for those viewers. Social TV will allow for greater context marketing because it’s providing the opportunity for viewers to look further. I see social TV as a book. Viewers are shown the cover to entice them. They are then drawn in to dig deeper. I think this will allow viewers to build better relationships with these products and brands.

  29. I believe social TV will shape the approach of marketing because it will shift the gears of marketing and push into a new age of connection with the consumer. Marketing will become a more high pace industry in the sense that the customer will want “up to the minute” information. Marketers will need to shift the industry more towards TV ads to keep their audience engaged.

    I believe social TV could be an excellent tool in building effective viewer engagement .I believe that by using social TV as a main tool marketers will be able to target their markets more efficiently attracting them. I also believe regular ads will take a backseat to social TV, as audiences will look for more interactive ads.

    I believe social TV will allow greater context marketing because of the fact that its constant updates of information and interaction between the consumer and the seller. With customers giving direct feedback on product and services, marketers will be able to tailor their ads to the right people and give them enough exposure that will keep the customer engaged.

  30. So how do you think social TV will shape our approach to marketing?
    I feel that in the ever changing world of media and technology, one thing that will remain constant is the interaction of social media . Social TV is very interesting, I feel that the viewer always loved to watch TV, now this is their chance to interact and voice their opinion. This is in essence a great way to capture the viewers opinion to research while all the while empowering the viewer. There are so many different ways we will be able to engage the viewer through marketing most have probably not even come out yet.

    Do you believe it will be effective in building viewer engagement?
    I think it will be effective in building viewer engagement because as influencers become prevalent in the social TV landscape viewer engagement will change as well. Some companies will most likely hire companies to actively engage while other influencers and viewers will be rewarded handsomely for their efforts and engagement.

    Will it force broadcasters and advertisers to rethink their target audience strategies?
    I feel that with social TV, a lot of key information will be easier to identify for broadcasters and advertisers. With this information readily available, I feel they will inherently want to rethink their target audience strategies. Most of their answers will come from social TV. It is almost like a live research group every time you turn on the TV.

    And will it allow greater context marketing?

    It will be huge for context marketing. This will allow broadcasters and advertisers to know exactly what the viewer wants without having to beat around the bush. This will be a huge win for broadcasters, advertisers and viewers alike.

  31. I think the social TV engagement approach will surely reshape marketing. New ideas to reach the target audience is all about engagement. If companies can successfully engage consumers and build a loyal customer base in doing so then they may gain an edge. Building a loyal customer base assists in customer retention as well but customers want more than to simply be sold a product. Social TV takes reaching the target audience to new level. I am not surprised that the above numbers suggest more people are online while watching television. I personally am guilty of updating my Facebook and Twitter accounts while watching television. As a fan of the NBA, college sports, and NFL it is so much fun to share and engage with other fans during live games. How cool is it to debate and discuss during play, no longer having to wait for a text or cooler talks the next day? Today, engagement is very important as this is what consumers now demand. The NBA does a great job of this by providing live updates on its website and live tweets during games. Commentators see exactly what fans are saying and can respond while on air. I like the idea of the second screen with social TV, as it allows the audience to see the advertisement while not interrupting the show. What is even more fascinating is the fact that this form of marketing allows businesses to get exposure as many of these channels are broadcast worldwide. Broadcasters and advertisers have another option to reach consumers, this form of marketing no doubt will have advertisers rethinking strategies but I like the idea of this new platform to reach audiences. My only question is, will this new marketing approach result in less traditional commercials? If this trend continues along with YouTube, it seems that traditional commercials during programming could be reduced.

  32. I think because of Social TV context marketing will completely take off. We already see its success in social media, why wouldn’t it hit our TV’s. Marketers are all about staying current and finding the best ways to promote their brands by keeping them top of mind. I foresee much more interaction, ads promoted during the shows allowing interaction but also keeping the audience aware of new products, sales and who knows what. Also, just like cookies on our computers they will begin to monitor our preferences based on interactions and that is when context marketing will hit a new level. We are going to be endlessly marketed to until it all begins to look and feel normal. How have we been surviving all this time? As in Facebook, with the sponsored ads that magically appear in our news feed, Social TV will find a wayto make ads look like they are apart of the show so much so that we may never change the channel for a block of advertisements again.

  33. Like any new and upcoming product or service, social TV has the ability to be highly successful in the approach to marketing or completely fall off the charts. In my opinion, social TV will be successful and grow with the current boom in social media marketing. With the research and data provided in this blog post, it is safe to say that a majority of social media users browse their medias while watching TV. When thinking about the advertisements that we see everyday on TV, we want consumers to look deeper into them, that’s the whole idea of an advertisement is to sell the product and get consumers interested. So, if social TV becomes popular, we will be able to do all our social media directly from our TV, eliminating the other devices that we used in the past. In doing so, we are also broadening viewer engagement. Social TV will give consumers the ability to still do the social media shopping or tweeting that they have done in the past but they wont have to take their eyes off the TV screen. This effects both target audience strategies as well as context marketing because each advertisement will be able to target their audience directly via social media, pulling up similar or pertinent information relevant to the current TV show or advertisement being streamed. The engagement and interaction with the social TV will improve context marketing for all clients.

  34. I think that social TV will cause the approach of marketing to shift more towards full connectivity with users. Marketers will have to kick into high gear and be ready to be up-to-date with which social media to pair up with which type of TV ad all while proving compatible mobile applications. This might be where big data will come in handy if they can successfully analyze it.

    I think that if social TV campaigns are done correctly by marketers then effective view engagement will be accomplished. This will cause broadcasters and advertisers to rethink their target audience strategies. This will put plain aids at a disadvantage, especial the ones who see the ad and want to connect with advertiser over social media. I don’t think all will be lost for them, as there is still a generation that doesn’t just jump on the bandwagon.

    I think social TV will make room for context marketing especial because the audience is engaged. The feedback and direct connection to the right people at the right time about the right things will cause marketers to hit the nail on the head.

  35. I think Social TV will greatly affect our approach to marketing. If you look at the buzz about television shows and special events, most of it is on social media sites. There are many nights that I refuse to go on twitter or Facebook if I’m missing my favorite show that is on TV, because everyone will be talking about it. This is great for marketers, because they can allow social media users to advertise and create buzz for them by tweeting, blogging, and posting on Facebook. Because of this, there are many times where someone may nothing about a product, but they learn about it through social media.

    A prime example is Sun Drop. You know- the company with the exact same soda as mellow yellow and Mountain Dew that caused a frenzy because they had the best ad on TV at the time. The ad showed a girl dancing to Snoop Dog’s song “Drop It Like It’s Hot”, and people loved it. It was all over Youtube and Twitter, not because the soda was great, but because the advertisers and marketers did a great job and allowed social media to boost their popularity. I think this method is highly effective in building viewer engagement. If the commercials are great and the TV show is great, then people have no reason to touch the remote.

    This will definitely force broadcasters and advertisers to rethink their target audience strategy, because now they have a much easier and effective way to reach the masses. If they do decide to allow social media to boos their viewership and popularity, then they will have to accept the fact that that they now need to appeal to a younger more tech-savvy audience.

  36. I believe that the use of Social TV will make marketing very personalized and tailored to individuals. Feedback from consumers will be bigger than ever and companies will have a lot of consumer’s profiles and opinions. Based on feedback from a targeted audience, companies will be able to improve products, advertisements, commercials, etc. This also keeps consumers engaged in different types of social media by being able to like pages, post comments, participate in contests and so forth.
    I think that if marketers don’t overdue the attempt of trying to engage audiences, and making it seem as spam and/or invasion of privacy, Social TV will be effective in building viewer engagement. It will force broadcasters and advertisers to rethink their target audience strategies because Social TV gives allows them to get feedback in a very quick way from their audience, this allows them to make certain changes to their current strategies.
    In all, I believe the use of Social TV will allow greater context marketing. Companies will be able to know who the audience is and what media appeals to them, as well as what their interests are which helps them deliver greater context marketing .

  37. Social TV definitely shaped our approach to marketing and I believe that it is effective in building viewer engagement. Many people are hooked on various shows and post updates via social media. When I go on Facebook I sometimes see numerous statuses regarding a show. For example, a time I went on Facebook my newsfeed was filled with statuses of girls freaking about something that happened in a show called Gossip Girl. I was a bit confused at first but when I read the statuses I then realized that it was about a show and not real life. This exemplified viewer engagement and how people react on social media to outcomes in a show. People are advertising shows by just posting about them and are making others aware of a new TV series to follow. Furthermore, I think it will force broadcasters and advertisers to rethink their target audience strategies and will allow greater context marketing. People can instantly post updates and opinions while watching shows and can get other people’s feedback as well. People will also ‘like’ and ‘follow’ various fan pages of TV shows to receive new updates.

  38. Most people agree that television is one of the most significant inventions of the past decades. Then comes the internet with social networking where people also spent a lot of time interacting, exchanging ideas with the rest of the world. But Opinions vary from whether TV is still valued the most or the internet. However I agree to the fact that they both have great effect on people and television has EVEN a larger effect on society. I think that many people cannot live a day without watching television. Even on social media people talk about stuff they watch on TV. So the concept of second screen or back channel is a fact that no one can deny. For example on twitter I see most of my friends discuss or comment about spots games, TV shows, commercials, … And most of the time I see my friends on twitter share their view or commenting about an ongoing game on the TV and even though I’m not a big fan of basketball it makes want to watch it in order to take part of their conversation. I feel like today on social media when you don’t keep up with things they show on TV you won’t be able to have a fun and friendly interaction with people on twitter for example. So it do not surprise me when you stated that “ Some research shows that at least 40% of tablet or smartphone owners are using their devices daily while they’re watching TV.” And also sometimes when I see an advertisement on TV that catches my attention I directly google the brand they were trying to sell on my phone or IPad so I won’t forget about it or if it’s a commercial brand I would do some purchase. I think that TV advertisement have even a greater potential today than ever. Both screens go together, there relation creates more benefit for consumers and businesses. I’m also a big fan of TV shows but sometimes I find it hard to know about the new TV shows that channels are playing since I spent most of my time in school. But on Facebook I can just post on my status something like “What good TV shows you think I should follow on TV?” And then I will see a millions of comments. Last month I run through some Facebook pages about the TV shows call “Tomorrow people” and after watching one of the trailer they had posted on the page, I started watching it on the TV channel “CW” and today it’s my favorite Show. And the great think is that if I miss an episode I can go back to the same website channel like CW for example and watch the one I have missed. I think social is really a booster for television, it can get you more involve in watch TV. I wouldn’t never realize it until I started reading this blog, even without the facts my own experience could prove it.

  39. I think social TV will greatly affect our approach to marketing. Perhaps the most credible form of marketing is word-of-mouth, because you hear it from the people close to you that you trust, and that you know don’t have their own ulterior motive. In today’s society, 1 out of every 4 TV watchers (according to the above pie chart) is not only engaged in social media on a second screen, but they’re discussing it with others. This means companies will begin to crank out content on social media that coincides with their programming or, better yet, mobile apps that can be used while they watch television.
    The social TV boom is a huge opportunity for advertisers, but also for the programs and channels themselves. Many people are completely devoted to at least 1 show, and will go out of their way to obtain any available content. This means you have the opportunity to do things like have in-depth interviews and “behind the scenes” content available. They can also utilize running commentary from actors or producers (e.g. “During this scene we had to do this”, or “This part is completely improvised”, etc.).
    Another reason why I think social TV has become so popular is because it makes people feel like they aren’t just some fan of a show, but part of a community of fans, i.e. “people who watch X”. Before, when a show was wildly popular, if you wanted to discuss it with a large group of people, you had to go to a convention. It’s infinitely easier now. With many watchers, the first thing they want to do when they finish a show is tweet about it. I don’t use social media while watching TV, but I still notice all the hashtags at the bottom of the screen whenever I watch a popular show. The second screen will allow for greater context marketing, because while social TV allows us to get more out of our shows, we in turn will be allowing advertisers to get more out of us.

  40. I think that social TV will shape our approach to marketing by making it more personal. Since people are talking about TV shows online marketer can use that as an opportunity to advertise their shows through customer involvement. Marketers can join in on the discussions people are having about their shows and write teasers to entice customers. Social TV helps to increase customer’s involvement because it helps to get people emotionally entangled in a show. Instead of only being involved in the show once a week when it airs on TV, customers can keep up with it through Twitter and Facebook. For example, the show “How I Met Your Mother” is a really interesting show that leaves you hanging every week. People have been discussing the episodes on Facebook and retweeting posts. Marketers of the show have been able to build relationships with their fans and connect at a more personal level. “How I Met Your Mother” has taken off and is one of the most popular shows on TV. I definitely think it will be effective in building viewer engagement. It will force broadcasters and advertisers to rethink their target audience strategies since their audience has expanded into social media. This will lead marketer to expand their horizons. Although social TV can lead to great opportunities for marketers, it can lead to difficulties for marketers to target the right group that will be profitable. Marketers will have to develop strategies that will efficiently market their shows through social media. Social TV will also allow for greater context marketing. Instead of producers only marketing their shows through commercials, they can engage customers through social media.

  41. I believe that social TV has already shaped our approach to marketing because the majority of the shows are interacting with social TV and people are now more involved with it. Almost everyone gets involved or related with a TV show, so this makes people to want to know more about the show they like and follow the show in different social medias, such as, Facebook, Instagram, Twitter, and all other socal media in order to be updated about everything that is happening in the show and with the cast. I do believe that it will be effective in building viewer engagement.

    I do believe that this change will force broadcasters and advertisers to rethink their target audience strategies. It will also allow greater context marketing. Advertisers will have to be aware of desires, and interest of people.

  42. I believe that Social TV is the real “wave of the future.” Between apps like Zeebox (recently rebranded as Beamly),, Shazam, Fanhattan, and stations own apps (such as Showtime Sync, HBO Go, and Bravo Now), everybody seems to be jumping on the bandwagon. Even the WWE, with their recently launched WWE Network, has incorporated “second screen” viewership during their shows that air on stations like the USA Network and Syfy.

    Second Screen viewing and Social TV represent an entirely different – and innovative – way to reach the end user. It allows the user to interact with the product, thus inspiring better brand loyalty and use.

    I view Social TV somewhat like a Weight Watchers meeting. With Weight Watchers, members go to group meetings for two reasons: to be held accountable for their actions for the week, and to hear the successes and bumps that other members face. With regard to Social TV, I already enjoy the product I’m viewing (or at least I assume I would, as I am still watching it) – but engaging me with content, and allowing me to see how other viewers are taking in the content gives me a different or better understanding of the content.

    I absolutely feel that this will force broadcasters AND advertisers to rethink their target audience strategies. They will need to fine tune their placement of certain segments and adjust timing of their advertisements. They will need to incorporate ways to allow the viewer to interact with the product to establish brand recognition and sustain loyalty.

  43. It’s clear that social activity has had an impact on the success of linear viewing again. By increasing viewer engagement, networks have gained new audiences and in turn boosted their revenue. The term “Entertainment metadata” refers to information about a piece of content. The data can be compiled of reviews, ratings, plots, cast, times and channels. When viewers are hash tagging during the show on social media websites, companies and networks are able to link those tags to the meta-data. They’re able to organize, identify, and track the viewer’s thru that data. This allows companies to better decide how, when, and where to engage viewers. Marketing companies are able to better target the consumers they want or even to raise brand awareness. Facebook and Twitter are some of the companies actively working on the engagement of viewers on their websites. Marketers have also already begun to take more control over the post-click experience. Facebook already offers an “oCPM” ad buying option that allows marketers to let Facebook optimize their ad dollars against key conversion events. Advertisers can optimize their campaigns based on the following goals.

    • Actions: Actions that happen on Facebook, e.g., Page Likes and App Installs.
    o You can specify actions using conversion specs.
    • Reach: Number of times an impression was served to a user for the first time in a . day.
    • Clicks: Number of clicks received.
    • Social Impressions: Impressions with social context, i.e. with the names of one or . more of the user’s friends attached to the ad who have . already liked the page or installed the app

    With new importance being given to social TV, Broadcasters and marketers another tool in their box. Having a system in place that will allow them to track audiences, their reactions to specific content, and tie it all together to get their consumer and demographic data. They can even utilize it for other interest besides what their marketing. Coming up with new products and services that will sell to the demographic they see in their data.

  44. I believe social TV will definitely shape our approach towards marketing. I also believe that it will be effective in building viewer engagement. I personally always surf through social media on my smart phone while watching TV. This allows me to also hear commercials while I’m looking though different social media rather than flipping the channel as I would when I was younger. It is also effective in building viewer engagement because most companies now have social networks such as Instagram, Twitter, and Facebook. One example is when TV networks such as MTV, have special guests and they allow fans to ask questions through social media such as Twitter. This allows fans more engagement from people because when the question is asked the persons account name shows up and it makes the viewer feel special. This also encourages more people to become engaged in hopes of seeing their Twitter name on TV. I think it will surely force broadcasters to rethink target audience strategies. They must adapt to social TV and its increasing popularity or otherwise some companies might fall behind. Their target audience strategies would definitely have to change over time to accommodate the viewers. Also they must target 2nd screen back channels and find ways to engage the viewer better.

    It will definitely allow greater context marketing due to the increasing popularity of social TV. The level of engagement will also be highly increased because of how social media is directly connecting with TV. Viewers will also be easier to reach due to specific target audience marketing. I believe in the future all ages will be able to interact with social TV. For example kids show would be able to engage kids by allowing them to download an app and follow along. The show could ask a question and give the child a period of time to answer. The show would then show the correct answer and award the child points through the app. The kid with the most points could then receive a price or discount coupon for a toy. The toy would of coarse be a product of a sponsor company.

  45. If you sit back and think about it, social TV has already started shaping our approach to the market. 15 year ago who really knew about a YouTube video and what they had to offer. Now the growing trends of shot video are popping you not only on YouTube. Now Facebook, Instagram, and even Twitter are all added share video links to their web site. There is an advertising opportunity in here in the United States, although that pot of gold is at the end of a very long rainbow. Social TV is forming a new trend for broadcasters and advertiser. It’s making it easy for them to reach out to your audience. Mobile and tablet devices allow us to watch and experience television whenever and wherever they want. Younger social TV audience are enthralled by the comments they see develop on their second screen.
    I do think it will be effective in building viewer engagement. The interaction you have with the Social media site are make viewer engage more with marketers ad. People of all ages are enjoy sharing their opinions with others who the feel share similar interests. The like to create online discussion about the shows their watching help the engage more. If you ask me marketers should focus more attention on driving engagement to forum. The future of social TV is looking bright, marketers need to join in and take advantage of the trend. Marketers stand to gain significantly as their audiences and technology evolves. So reach out to the young audiences there drive the engagement of the social TV. All it will do it better the ad that the put out and help it reach more people at one time. Mobile and tablet devices is here to stay, so used the technology and pull in the revenue.

  46. Social TV has already begun to make it’s mark on advertising. Shows are being able to broadcast on television and integrate their social media presence through the show. Viewers are able to plug into the shows social media sites and keep up with the latest news about the shows and actors. Applications like Shazaam have allowed consumers to get extra specials, find out more details about products, or even get free song downloads through commercials by shamming the commercial as it airs. As technology continues to expand so do the many uses that we see for it.

    Social TV marketing strategies are sure to be very popular in the near future. Companies considering making a marketing strategy using this tactic must take into consideration what audience they are reaching through their programming. Research must be conducted to understand what target audience watches their shows and what products or services appeal to that audience. Understanding what consumers want and how to supply them access through social tv marketing is the goal in order to make this successful.

  47. Social TV will impact everyone’s approach to marketing in a very positive direction. Reason why is because it makes the customers feel that their opinions are important and that the company cares about giving them the best services. This is also great for the marketing companies to understand what the people are looking for. With social TV we will definitely build more viewer engagement because now people will look forward to seeing if the company will listen to their comments and use them to make their lives more interesting. Now that the broadcasters and advertisers know what the public wants, they may adjust who their target market is in order to get the results they desire. For example, if I advertise clothes in a market as being cheap and affordable for all age groups and sizes, but I can’t make clothes for people at certain sizes that are very tall or too short, I have to state that. These clothes are for people between the ages of 15 and 30 for males that are 5’2-6’2 feet tall and women that are 5’0-6’0 feet tall. This will help people to know what age and height range a particular company is targeting. Additionally, it will definitely allow more context marketing because people will keep up with a company social media page like facebook, twitter, tango, and etc in order to know what deals are available on regular basis and if they offer something they want.

  48. I think that social TV is one of the best things to happen to both television and marketers. Twitter is such a great resource for programs to get their content out and then all the analytics are being displayed and followed by everyone. It is a great open source for marketers to take advantage of. Trending topics, hasthtags and user-generated content are all great means of datas that show how popular a certain aspect is. TV shows use Twitter for viewers to follow live and send in updates, opinions and tune into content and contests. This is what has forced marketers to change their strategies. Making things go viral is a cost effective way to get your message to a broad audiences. TV shows with mass followings have special spoiler alerts moments after the show airs as people are so fast to comment, opinionate and share what happens as soon as it does. There are viewers who refuse to go on social media, tv or the internet the next day if they miss the episode. This is how popular Social TV has become and what great potential it has. Game of Thrones for example airs on primetime on Sunday nights; It has thus been noted by abed fans that if you miss it during that time you cannot check your facebook, twitter or internet incase you see spoilers for what happened in the episode. Likewise marketers must capitalize on the hours and days before the show airs to create hype. This includes trailers, contest and sneak previews. If anything social TV is just starting to take off and if it continues to grow at this rate context marketing will have have great leaps and bounds.

  49. Marketing companies have come to realize that TV and internet are not enemies but rather friends. Social network will never be able to take away the magic from watching a sports even for example on TV. Social networks give the opportunity to viewers to express themselves, share their point of views, which will be viewed by a large pool of people on social networks. I believe it will strongly reinforce viewer engagement, marketing companies are joining the social experience with the television experience. Marketers will now have access to more data on what users talk about, and what generates their interest.

    The advantage of social medias is that it allows companies to quickly monitor what generates viewers’ interest and what doesn’t. This will force companies to reshape their target audience strategies because they will have to adapt. Both platforms TV and Social Medias allow one another to grow, and companies have understood that, and now TV is joining the social media experience, now Sport Channels show you highlights on your Facebook newsfeed; the video also starts without a click and starts within a second. Short clips like these allow for more marketing content, and the short length does not disrupt the user experience on social medias.

    Now that TV companies are no longer threatened by social medias, they have endorsed effectively the role of social medias, and the impact it can have on audience. TV companies are making an effort to combine both platforms, and access to information is being made easier.

  50. I think that social TV has a lot of potential to be a great tool within the marketing world. Yes, I do believe it will be, and is, effective in building viewer engagement in certain cases. Today many people rely on social media to learn about what is going on in the world. In regards to TV and social media, Twitter is the place to find out how well a team is doing during their televised game, or to find “spolier-alerts” through hashtags and what is trending, for example. Social media allows viewers to tweet, share, or post what exactly they are watching and how they feel about it; therefore, those people can then start conversations or debates with other viewers that are interested in the same things.Yes, I do think it will force broadcasters and advertisers to rethink their target audiences because you not only have to take account for the people that are using social media, but the people who do not participate in it as well. They will have to think of ways to somehow intertwine the two, and make it appealing for both sides. I do believe that social TV will allow for greater context marketing because social media essentially allows viewers to believe that they are contributing, and by allowing them to have the chance to have their say about the football game, the television show season finale, or what is being revealed by the news, I feel as though the context of all of those situations becomes even more dear to them.

  51. I think the idea of social TV is great for the people and generation nowadays. I think that with this new fad the approach to marketing will change a bit and may even increase. Due to the increase of people watching TV and being on their phone or device of some sort, will increase the amount and content of businesses in marketing to their audience. Although I do not think being consumed by technology is a great thing, sorry to say, it is the thing that is happening and taking over our lives today.

    Besides, nowadays it is always about having the competitive advantage, being better, faster, and more efficient than the competitor. Considering this tactic, I believe it will be effective in building viewer engagement. Although the viewer and consumer are already engaged, perhaps, if the marketer provides promotions and contests to increase viewer interaction, will definitely be a plus. I do not think it will drastically force broadcasters and advertisers to rethink their target audience considering they may already be thinking of different strategies to reach different audiences. As I stated before, it is all about having the advantage therefore, it will definitely involve and allow greater context marketing. For instance, celebrities that are a part of the social media world, makes it that much easier for fans and viewers to interact both thru the social media and TV. The ability to create hash tags, participate in promotions and giveaways, even win tickets to see a celebrity, is all the benefit from the TV and social media integrating.

  52. Social tv is becoming a major part of the marketing and advertising sector of a company. Now a days, a company can reach its target audience by using these social tv programs. For example, Netflix is becoming more and more popular and companies are becoming aware of this. They are placing their adds before TV shows or even at the menu where you can select the movies or tv series. This is causing several companies to reshape their strategies to market their product. Strategies such as using twitter and Facebook to see what is trending or becoming increasingly popular. They pull this data and can make their strategies much more accurate. Also, I think it will cause people to be more engaging. Society loves and gets addicted to the series that come out and become a very committed watcher so therefore they are likely to view that add being placed on netflix at least once a week, which is how each new episode is released. I think social media as well as social tv have started a new era or marketing and advertising.

  53. I think social TV will definitely shape our approach to marketing. The fact that so many people have been watching TV this day that imply instead of narrowing the marketing approach, we will expand greatly into the marketing content. I know someone that has a corporate business in plumbing. He explained to me that his business has been built a lot of profit just in start- up; I ask him how this happened. He said at the beginning, he had money and he did advertisement on TV mostly and found a lot of customers from different cultures. I assume it will be effective in building viewers engagement in connection with TV and social media. And I don’t think the marriage between broadcasters and advertisers may need to rethink their target audience, because the world now needs both TV broadcasting and social media that targeting the audience. We can predict that social media will have a great context marketing the next years to come. I can tell both TV and social media are now indispensable for our audience and our marketers for the well -being of business.

  54. I believe that social TV will greatly influence the way we marketing not only right now but also in the future. TV shows are now becoming more involved with social media and advertising of these shows, because of the way people like to have watch stuff on the go. It gives a chance for people to give feedback while watching shows.. More and companies are trying market something that will be extremely attractive to consumers by being able to watch TV without cords. Additionally with more companies investing in new technology, people are leaving multichannel cable services like Comcast to watch shows and movies online or through services like Netflix, HULU, and Amazon Instant Video.

    This is also an effective way to attract more viewers and help build viewer engagement. For example, I just started watching the new season of “Breaking Bad” because of my twitter timeline blowing up with people talking about it so much. At first, I thought it was a joke, but it actually turned out to be good. After that, I started following the twitter page for breaking bad, looking for hints on what is going to occur in the next episode.

    Social TV is something that is going to force broadcasters and advertisers to think about how they are going to reach out to their target audience. If they rethink how to reach out to their audience, consumers will have additional access to prodigious content and value across all of their devices. More and more commercials these days are featuring movies or TV shows incorporated into advertising for a new product. It is a win-win situation for the company and the consumer.

    In return, this will help grow and expand context marketing. Often times when I watch a show, they always have a hashtag to tweet about certain thoughts of the show. Marketers are using this information to develop new ways and improve their strategies towards social TV.

  55. Viewers feel like they are actually participating in their favorite television shows now more than ever through the use of social TV. If the TV era was dead, social TV surely resurrected it. Viewer engagement through social media is helping TV executives understand what viewers want to see. Social media allows for them to critically express their reactions to the shows. This marketing method is extremely effective in engaging their audience and does an outstanding job at being able to personalize shows based on what viewers want to see. TV ratings which only include numbers do not really tell executives much on the reactions of the viewers, social TV is low cost method of learning about the market and your target audience. Stepping out of the aspiring marketing professional shoe and stepping into the viewer one, I understand why seeing your tweet on TV being read aloud by your favorite celebrity can be quite exciting. This also creates a buzz because you will definitely run to your friends to discuss the event which was only made possible thanks to the adoption of social TV. In addition, promotion of TV has been taken to a whole new level using social media. Celebrities, actors, and athletes themselves are promoting their shows and games on their profiles. They are also personally engaging with fans by retweets and replies. Broadcasters and advertisers will definitely be forced to rethink their target audiences when they receive real time reactions and reviews. Social TV allows for a broader span and new generation of audience.

  56. Social TV is already starting to shape our approach to marketing. If you really think about it, most TV shows and commercials nowadays end by saying something about following them and checking them out on social media. Also, a lot of these TV shows and commercials (more TV shows than commercials) have hashtags in the bottom of the screen to encourage viewer engagement. For example, “The Voice” which is a singing competition show on NBC will constantly show something like “#TeamUsher” to encourage viewers to tweet about the different teams. Also, there is voting through Twitter on the same show and there is also a “Sky Lounge” where the show talks about what’s going on in the social media aspect during the show. This is definitely a great way to boost viewer engagement and keep them excited.

    I think this method of marketing is effective at building viewer engagement because it makes the viewer feel involved and like they are an important part of how the show functions. “The Voice” is taking voting to a whole new level by allowing the viewers to tweet their votes. This absolutely allows greater context marketing in this situation because viewers are choosing the ending to the show and how the show plays out by voting for who they want to remain on the show.

    Broadcasters and advertisers are almost forced to rethink their target audience strategy. Social TV is becoming more and more evolutionary and more and more marketers are using it as a strategy. In order to successfully market in today’s social, which is technology driven, marketers must market to their audience in ways the audience thrives.

  57. Social TV has shaped our approach to marketing. I do believe it is effective in building viewer engagement. By announcing their social media handles on TV, people can access them and can keep updated about the TV show. Viewers who like the show and want to know everything about the show including, next episodes previews, dates, etc. will definitely “follow” them on Facebook, Twitter, and other social media. This change will definitely force broadcasters and advertisers to rethink their target audience strategies and will allow greater context marketing. I personally have an application that tells me when each new episode of all the TV shows I watch will come out. I can also check the ones I have seen, this way I can keep track.

    This type of advertising will keep on growing and becoming effective. People adapt to new things and start to try them out. When someone is really into a certain TV show and is interested in knowing more, they will definitely access websites, social media accounts, and more to keep themselves updated.

  58. I think social TV has already changed the approach to marketing. All shows are interacting with social TV now and people are heavily engaged. I love the show wicked tuna I don’t consider myself the person to follow a show on Facebook but im so fascinated with this show I have liked their Facebook page. I watch all the upcoming clips and interviews with the captains to see how they live their life. The TV shows are becoming such apart of everyone’s daily life it is hard not to know more about the shows.
    I think social TV will be a must for building viewer engagement. People today are so fixated with TV shows we as consumers want to know more about the characters themselves what they are like off the camera. We watch the shows every week some of the shows have been running for 5 years and longer they have become apart of peoples life’s and people want to get more involved in what they are watching.
    It has already forced broadcasters and advertisers to rethink their target audience strategies I do not know if there is one show on TV that doesn’t engage in some sort of social TV all the fishing shows I watch engage and interact with its viewers on social media while the show is going on and threw out the week asking for comments and experiences and informing us on what is to come on future shows. These shows I watch do not have a huge viewer base but they still engage in social TV heavily.
    Yes it will allow greater context market as people are more engaged in social TV.

  59. Social TV will shape our approach to marketing by allowing app developers and marketers to implement greater use of back channels and second screens to data mine commentaries posted on social media websites in an effort to measure social impressions and gain input from targeted audiences towards the development and placement of advertisements and shows. As Social TV provides viewers with a platform to share their views and voice their opinions, which are taken into consideration in the creation of TV program content, Social TV will be effective in building viewer engagement as the data gained from their input can be used in the establishment of future ad placements and storylines. Due to the growing number of viewers who engage in social interaction in relation to TV program content, broadcasters and advertisers will be forced to rethink their target audience strategies in an effort to remain competitive with companies who are using Social TV as a way to gain and maintain their current and future viewers. It will allow for greater context marketing as markets will be able to know “who the audience is through synced social media activity as well as what parts of the program content or advertisements appealed to them,” by taking advantage of real-time attitudes, desires, and interests towards the show and/or advertisement.

  60. Social TV has truly changed our approach to marketing. We’ve all heard the term “spoiler alert,” which is a phrase meant to describe a person or person(s) who spoil the ending of our favorite TV show or movie. Well thanks to the power and speed of social media, that is why people are able to do this.

    Creating hashtags and displaying them while your favorite TV show is airing so you can tweet your thoughts on the recent episode. Along with creating special promotions where the first 100 FB likes, get a free t-shirt, are just a couple of ways companies can better engage with their audiences.

    Social TV is changing how we engage with our audiences because you can solicit instant responses from them and get them to provide feedback. It is definitely effective in building viewer engagement. I can’t tell you how many Facebook postings I saw about Game of Thrones when it first aired and as such, I became a viewer and was instantly hooked on the show.

    Furthermore, the producers got valuable feedback from the viewers on what they liked and didn’t like about the show. And I’m sure as an aggregate, they used that data to write and create the proceeding seasons of the show. All thanks to Social TV.

    I believe all-in-all, this type of advertising/engagement with their customers will only allow for greater context marketing. Gone are the days where you measure viewers by using statistics and national numbers meant to estimate who’s tuned now. Now you can post things on your Twitter or Facebook account while the show is airing live and get instant feedback on it.

  61. So how do you think social TV will shape our approach to marketing. Do you believe it will be effective in building viewer engagement? Will it force broadcasters and advertisers to rethink their target audience strategies? And will it allow greater context marketing?

    A day in the life of me includes watching tv on my regular television on regular cable, using AppleTV, or on netflix or hulu plus on my computer. I am usually simultaneously tweeting, facebooking, or researching what is going on with the characters whether they are fiction characters or real life people in “reality tv”, spoilers, whats up for next weeks episode, etc. I definitely engage myself in this “Social TV” lifestyle. I do believe that it will force broadcasters and advertisers to rethink their target audience strategy. I do not believe that it is hard to pull data about average age of viewers for who is watching which shows. These companies can do this easily, they can also find out information through hashtags and what is trending on twitter and find out what people are saying, what viewers want to know, what viewers likes/dislikes are etc. This will help them tremendously. I think marketing right now is easier then ever because there are a plethora of platforms to advertise on. You can advertise through social media (if that is where viewers are liked on to the most during shows) or through google (because say a lot of viewers are conducting a lot of research on related topics to the show) or by just adding more commercials during the shows that are the most popular. I think netflix is a huge item in society right now and I do not think it is going away. More and more actors, comedians, and talk show hosts are leaning towards netflix or something like it and I believe advertisers should focus their lives to online right now.

  62. Social marketing will definitely shape our approach to marketing. More and more people today—I am guilty of this myself—are using smartphones and/or tablets daily while they are watching TV. With TV as a background to smartphones which likely means a social media site most of the time, marketers can use this to their advantage in a very effective way. Handheld devices make it very easy to surf the web and watch televising simultaneously. Many people post to social media about what they are watching TV which spreads the word to other people who might also be interested. Marketers should definitely use this to their advantage. Some shows already use social media to boost their ratings often in the form of online voting or using Twitter as some form of contest. Social media makes television interactive and allows people to connect with others and express their opinions. Social media is becoming increasingly important to television; it gives TV the lift it needs to boost the number of viewers and fan base. Social media allows the television broadcaster to accomplish a lot in a short time. Word of mouth is the best way to attract new viewers, and social media makes that process faster and easier. So, if companies could increase their marketing through social media and make it friendly with handheld devices, they could accomplish very much. They will need to change their strategies a little to alter their target audience to the social media users and to those who multitask during their shows. Twitter accounts for most of the social media buzz and should be utilized. Social TV also allows for greater context marketing.

  63. The social TV will be shaping the marketing strategy by creating broader ways to interact with different target segments. Lately, we have been experiencing how social TV has been raising its rates through social media, twitter, Facebook and Instagram, because people through this media are daily talking about their favorite programs or even posting the best scene from a TV show. This attracts other people to watch the same programs, I personally have seen post on Facebook from my friends about their favorite series, coming from people that I closely know and could relate with them, it sparks on me a feeling of curiosity and interest, to the point that I turn on the TV and start watching the show. Another way that it has being building viewer engagement can be seen in the favorite show by many “Walking Dead,” I constantly notice messages and pictures advertising this serie, through various media channels as Pandora, this series became so popular that there is another program right after Walking Dead that is called “The Talking Dead,” in this program, they talk about everything that had happen in the show, also, there is a host which do interviews, and received messages from twitter and other media with questions. Through this medium, viewers are able to interact in the TV show and give their opinion, as well as, receive a feedback. In my point of view, there are various target segment from the people watching TV during different hours, for example, commercials that are given between 8pm to 11pm on an Spanish channel will be targeting older woman that watch Novelas or Spanish TV shows. Another way that I can see how TV is changing the targeting audience strategy in a good way is by allowing people from any age, culture and society to see the commercials that are being paid through different TV shows, for example, the World Cup is coming up in one month and people will be constantly watching the soccer games, if somebody tried to do marketing during the time of a game, it will increase it viewer’s rate and the target will be wider. Finally, nowadays people are so used to technology and videos that they prefer to watch a 5 minute long video than read something for 30 minutes, which means that creating a commercial will be able to allow showing a greater content and having the measures about how many people view it. Social media has been a big influence on the TV.

  64. Everyone in the marketing industry is starting to use social Tv strategies to get to the audiences. Marketing will start to be much more interactive once this is implemented with many leading companies. I think this is a brilliant way of engaging people to the product, because it is true what the research states about people using the web when they watch TV. I normally never watch TV without my phone or my computer, and I’ve realized that when the TV has an interesting ad that was a link or something on the web, I automatically open it on my smartphone or computer and view it. People everyday tend to incorporate their lives into their smartphones, tablets, and computers, so this will be a great advance in marketing. Feedback is one of the most important things in any type of business, and if advertisers and broadcasters could get it on a daily basis, it would amplify their potential to change anything the user did not like and tailor it to any type of market. Real Time communication is the future of technology. I believe that social tv will definitely allow greater context in marketing and it will allow for a much better user experience to any viewer. As it engages people more it will make them pay more attention which is the whole point of marketing and advertising.

  65. I believe social TV will shape our approach to marketing as it becomes increasingly popular. The popularity of social media sites is going to become increasingly popular, and the popularity of social TV will follow. For example, we can look at this year’s Oscars. Host Ellen DeGeneres decided to take a ‘selfie’ in the audience accompanied by big name celebrities. She instantly posted the picture on Twitter, and the picture was retweeted enough to shut down Twitter. That shows just how many viewers are not only watching the Oscars but also interacting on Twitter and discussing the show. I believe that this method will be effective in building viewer engagement to a certain extent. Even though I am an avid social media user I still find it weird seeing hashtags excessively appearing on television shows. However, I think people that are big fans of certain TV programs are the ones that will gain from this type of engagement. I think they will follow or ‘like’ the fan page of the program to get some sort of deeper connection feeling. I think it is also a good platform for those who want to further discuss TV programs with other dedicated viewers. I think it will force broadcasters and advertisers to rethink their target audience strategies. As soon as one TV program successfully adapts the social TV strategy I think it will be only a matter of time before all the others begin incorporating the strategy. However, before adopting this strategy it is important that the advertisers define the target market and analyze the implications this strategy will have. If a show is geared toward an older audience then it is not likely to be a successful strategy. The younger generation is the one in which is highly engaged in social media and enjoys interacting with it as much as possible. If a show is geared towards all age groups then I think the strategy can be beneficial. As long as the involvement is not overwhelming to the point where it’s distracting in the show, I believe the older audience will remain impartial to the ideas whereas the younger generation will become more interactive. I do not believe that social TV will allow for greater context marketing. I feel like social TV and it’s interaction with social media can be inhibiting to the context. They are limited to what they can or should say. In order for viewers to be engaged by the strategy, I think that statements or ‘statuses’ should be short and to the point so that they are not reading paragraphs.

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