Right Brain, Left Brain Blog

37 posts categorized "TV"

13 February 2014

Infographic: Asia-Pacific's pay-TV boom

Asia Pacific offers a dynamic mix of both highly-developed TV markets and those with enormous potential. In fact, four of the top 10 biggest pay-TV markets come from the region.

Take a look at this snapshot of the pay-TV market from 2012 through to 2018, brought to you by the Festival of Media Asia Pacific.

Click on the image below for full-screen view. 

Pay TV Infographic ed 2

06 January 2014

5 digital predictions for brands in 2014

Google-glass-macro ed

The world of digital marketing is fast changing and 2013 was clearly an eventful year. I expect 2014 to be no less action-packed. Here are my top 5 predictions to help brands take full advantage of the year ahead.

May the year ahead be dynamic, innovative and successful for all!

Continue reading "5 digital predictions for brands in 2014" »

03 January 2014

#ReasonstoBelieve: Coca-Cola makes a controversial move in its new ad

Coca cola reasons to believe ed

Coca-Cola is a brand well-known for reaching out to its customers through acts of sentimentality.

Their latest ad, “Reasons to Believe”, again aims to tug at heart-strings as it focuses on the positive side of humanity. The ad shows a series of negative events that are juxtaposed alongside an array of happy moments such as weddings, acts of charity and new life. How lovely, you may think, that the soft drink giant has created something to remind us of all the positive aspects of life during these post-Christmas blues.

Continue reading "#ReasonstoBelieve: Coca-Cola makes a controversial move in its new ad" »

30 October 2013

Jonathan Ross and Guinness ad experiment fails

Jonathan Ross ed

Last weekend we saw another awkward media campaign and this time it came from the popular alcohol brand Guinness.

Continue reading "Jonathan Ross and Guinness ad experiment fails" »

25 September 2013

Infographic: LatAm's pay TV boom

The pay TV market in LatAm went into overdrive in 2010 and the boom is expected to last until 2014. With approximately 56 million pay TV subscribers in Latin America, check out this cool infographic from The Festival of Media, which looks at how this varies by market and the top pay TV operators in the region.

LatAm_PayTV_survey_infographic_500x456px
Click to enlarge image

17 July 2013

Second Screen: From Engagement to Insight

It is pretty clear to all of us involved in this fascinating industry that broadcasting is evolving at a dramatic rate. Technology is playing a more significant role than ever in driving change, with both broadcasters and viewers adopting new innovations and learning new habits. It’s transforming how we engage with our favourite shows and in several cases, fuelling the creation of completely new formats.

Yet, while advances have certainly been made in measuring viewer engagement, essentially the methods haven’t changed significantly in decades. Firms such as Nielsen continue to take data from small boxes placed in the living rooms of a selection of volunteer families, monitoring the channels being watched in the household at any given time and feeding back the data to broadcasters and advertisers to give them viewer ratings.

Continue reading "Second Screen: From Engagement to Insight" »

13 November 2012

‘Social Television’ will become the norm

By Stephanie Shkolnik (Digitaria, part of SoDA)

Decades ago, television was a delicate, communally appreciated experience predominantly used to broadcast mass market entertainment and important messages about current events.

Fast forward. It’s 2012 and social media has influenced the way people communicate and even consume television content.

According to EMarketer, 1.43 billion people will use social media in 2012, while 38.4% of the world's population will purchase smartphones. Discussion will spring up outside of the plot, diving into character traits, on-screen chemistry and feelings, shared in real time by the masses as if millions are people are in the same living room.

And that’s just the beginning of social television. Broadcasting can be extended on mobile devices, tablets and computers, as networks look to meet the ever-evolving SoLoMo consumer (social, local and mobile) at every touch point.

Networks are in the game

Networks that understand the value of real-time interaction are using the social graph to gauge effectiveness of their marketing dollars and understand audience behavior and interests. Shows such as American Idol have integrated pre-defined hashtags on television sets in the form of light watermarks, serving as call-to-actions for viewers to become a part of the discussion.

Stephanie Shkolnik blog post

TV personalities are leveraging social to generate compelling user generated content. Jimmy Fallon features a ‘Late Night Hashtags’ segment related to current events to garner viewer participation – bringing ordinary people the opportunity to be mentioned on television. Fallon’s summer hashtag #WorstFamilyTrip resonated so well it trended worldwide in just 10 minutes.

Advertisers have also leveraged commercials to drive viewers to their social presence for awareness and promotional activities - often to publish user-generated content or participate in social experiences. According to Nielsen’s State of the Media in Sports (2011), brand recall was 33% higher for Super Bowl ads with a social media tag directing viewers to social channels.

TV specific social networks are on the rise

GetGlue allows people to check-in to television shows, movies, books and music to see what friends are watching and doing. Participants are rewarded in the form of both virtual and physical stickers, a gamificiation element that is integrated across screens, providing users with recommendations based on their interests to create the most relevant compelling experiences.

Leading up to the U.S. Game of Thrones premiere, 90,000 people checked into GetGlue, while 50,000 checked in during the actual premiere. As check-ins cross-populated to Twitter, social TV analytics provider BlueFins reported 60,000 comments were generated during the premier alone - signifying a direct correlation between viewership and social media engagement.

It doesn't stop at the TV screen

To maintain high levels of engagement when primetime television seasons conclude, networks are developing new ways to retain fan relationships through extensions of television. Gamificaiton is driving fan loyalty by rewarding social media interaction, as brands like CBS launch Fan Award programs online. Social enables viewer voting for their favorite categories such as "Best Use of Corpse,” where fans can simply participate through Facebook or Twitter hashtags to simplify the entry process.

Social television buzz is trackable

Alexander Daas, a luxury eyewear brand, went to market in Q4 of 2011, launching in conjunction with the American Music Awards. TV personality Jenny McCarthy wore the brand's eyeglasses on stage and within minutes sparked hundreds of conversations about her eyewear. By monitoring these discussions, the Alexander Daas team answered consumer and media questions leading to the introduction of the brand through social, generating nationwide awareness, sales and stronger partner relationships all tracked through traffic, sentiment and discussions.

Specialised services such as Social Guide provide comprehensive analysis of social television activity to extract insights and make them actionable - creating truly data driven opportunities based on fan interests.

Social television is increasingly becoming the norm.

26 July 2012

Smart TVs: making offline as measurable as online?

By Sri Sharma

Online advertising, and paid search advertising in particular, has been held up as the ideal for marketing because of its measurability and the level of tracking it offers. Conversely, offline advertising is inherently difficult to track.

 TV advertising offers a fantastic medium for brands to reach a mass audience and raise awareness of the brand and its product range. However, until now it has not been able to provide the same level of measurability as online. The arrival of smart TVs is set to change that.

The launch of Google TV in the UK, expected over the next six months, along with Apple’s rumoured move to launch its own internet-enabled TVs, mark a pivotal moment for brands looking to recreate the level of measurement associated with online, in a world that was typically known as offline.

Enabling consumers to watch terrestrial TV, surf the web and interact with Apps for TV simultaneously, smart TVs will offer brands with new advertising forms that are more measurable than traditional TV advertising.

Tracking interactions not just awareness

The first additional metric smart TVs will be able to offer brands is the ability to track when a consumer actually interacts with their advert rather than just registering it. At launch, the two biggest opportunities to create and measure interactions are:

  • In-TV app advertising – like the adverts you can see within apps on mobile, such as those from Admob, when TV apps launch, brands will be able to place adverts within the apps consumers interact with on their TVs
  • Targeting on-demand content

Considering how many apps consumers already interact with on their mobiles, including apps for banking, socializing and accessing media, in-TV app advertising could be a huge opportunity for brands. Indeed, it is likely that TV apps will quickly become as integral to consumers’ daily lives as mobile apps are now.

Once TV apps have become part of the daily routine more consumers are likely to remain logged into the apps. This will enable brands to target consumers according to their psychographics as well as tracking the adverts that result in a click-through.

On-demand content offers a similar opportunity to enhance targeting based on consumer demographics as well as the type of content they are viewing. And, with twice as many people watching some programmes on catch-up as they do live (source: Virgin Media), on-demand content is already popular. The introduction of smart TVs, which will make access to on-demand content even easier, will only increase the consumption rate here.

For those brands looking for further proof here, you only need to look at the success brands have already seen on YouTube, which is likely to be a central element of Google TV’s strategy.  Indeed, in the work we did for The Perfume Shop that used YouTube’s targeting tool, YouTube advertising significantly outperformed traditional search. Integrating smart TV advertising data into other channels.

The second key opportunity smart TVs present brands with is the ability to transform the effectiveness of their multi-channel campaigns.

In the US, the Google TV platform enables brands to pass the data from Google TV through to Google Analytics. This allows them to draw conclusions as to the impact each advert had on other marketing channels, including paid search marketing and display advertising.

Whilst this is unlikely to reach the UK for a while after launch yet, it illustrates the potential to demonstrate the impact of TV more measurably. For example, brands will be able to see the impact of TV on other marketing channels in specific locations at particular times. At a time when budgets are coming under increasing pressure and marketers are being challenged to prove their worth to the Board, this can only be beneficial.

No-one knows yet what the rate of uptake will be for smart TVs. However, we do know that data remains key to transforming any brand’s marketing strategy. Smart TVs offer access to a unique data set that could have a dramatic impact on campaigns run across all channels. For those brands looking to harness this potential from day one, now is the time to invest in understanding what data can be accessed and how to use that data to make offline as measurable as online.

 Sri Sharma is the managing director at Net Media Planet

 

 

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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