Social TV: New Platform for Advertisers & Brand Marketers

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Technology companies are working to create new ways to integrate social content into multi-platform broadcast deliverables in order to further the integration into linear and live TV programming. Miranda Technologies and Mass Relevance, two such companies, are collaborating to incorporate social content from Twitter, Instagram, Facebook, Vine, Google+, and YouTube for use on any digital screen.

This platform allows marketers and brand agents to develop campaigns with social content in real-time while engaging social media users and viewers. Mass Relevance has even expanded their scope to include tools that analyze social media content and relevance as well as features to further encourage user participation and content amplification. Sam Decker, CEO of Mass Relevance, stated that, “Social media has become an integral part of how we watch television, and leading media companies understand the value of bringing social content on-air to spark viewer interaction.”

Miranda provides production, play-out and delivery systems for television broadcasters and multi-system operators worldwide. Miranda’s on-air graphics system, Vertigo XG, creates high quality character generation, channel branding graphics, and visually engaging social media content.

Miranda and Mass Relevance are two of the companies behind the scenes in managing social content and data as well as incorporating it into the templates that go on air.

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Could Instagram Surpassing Twitter for Mobile Users Increase Social TV Competition?

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This past week Instagram surpassed Twitter for having the most mobile users according to data from eMarketer. This news is extremely important for social TV as Twitter continues to be the number one social platform for TV viewers. Twitter has about 30.8 million users while Instagram now has 35 million and does not appear to be slowing down anytime soon.

According to a study done by the Council for Research Excellence, 1 out of 6 primetime TV viewers are using social media and about one half of their social media activity is related to programming they are watching. Additionally, social media was more than twice as effective at driving viewers to new shows than returning shows. This data along with Instagram overtaking Twitter in mobile users is incredibly important for TV executives to think about. Twitter continues to be the leading social media site that TV shows use, both in and out of season, to communicate with their fans. As consumers become more mobile-minded, social strategies will need to change to keep up with shifting platform usage.