Consumer insights on steroids

Imagine if you could record your life… that is the idea behind a lot of new technologies and wearable devices. Every parent who has used Google Glass love that they can take pictures of their kids every moment, creating price less memories.

With a much more complicated toolkit, that is what Deb Roy and his family have done over several years. This gave birth to an incredible set of data and later to BlueFin, the technology behind the new Twitter TV Ad Targeting solutions.

WELL WORTH watching!

Marie Sornin

Is Apple the future of television?

I haven’t read Steve Jobs biography yet, so you might wonder what makes me question this assumption… Well, there are few things coming together:
– Smart TVs are here
– Consumers request more control and convenience over what they want to watch
– It is now becoming more apparent that Tablets and Smart phones are distracting TV viewers and changing the “lean back” TV experience into a more active behavior… and when you the rate at which tablets are entering the market : 1.2-1.4 Mill in Australia, with now households with multiple devices

Ipad_remote

So, how smart would it be to use tablets to enhance the TV experience rather than being a distraction? Steve Jobs had this vision since 2006 when he first launched Apple TV. My point is around min 13 of this video, where Steve Jobs shows how the iPad is becoming the controlling device for the home TV

Watch the vide and pay attention at aound 13 min… that’s what makes think that

Now just imagine the rest… Itunes embedded within Facbeook (like Spotify), and streamed through your TV screen via your iPad… looks like social TV could get cracked very soon!

Marie Sornin

 

I don’t watch TV but I do

Some of the work I have been doing recently with a media owner has brought me to investigate the state of the TV landscape, not that it comes as a surprise but, OMG how did it become so fragmented and complex? Watching TV used to mean laying back and zapping on the remote but it is now a true obstacle course through devices of all kinds, ads, time delays, replay, short form vs. long form…
Let’s have a look at what this obstacle course means for the user, broadcasters and advertisers.

Tv1

The user experience is becoming more and more fragmented. The consumer now has a wide choice of devices (smart TV, computer, tablet, mobile) and touch points (free to air, subscription TV, digital streams & downloads- legal or illegal)… the program selection should be driven by convenience but as Nick Ross points out in his excellent post “the case of piracy” it seems that it might actually be driven by inconvenience…

So, to respond to the disengagement form the traditional TV model, and ultimately protect their revenue, networks are diversifying their offering by putting on audience targeted channels (e.g.: 7mate/ one…) distributing their content through digital and mobile channels (e.g.: 7plus/ abc iview- web & ipad…). They are also being more creative in order to diversify their revenue streams. They are evolving the traditional programming and advertising models; from 30”TVC or 15” pre roll to custom content open for sponsorship and producing more and more branded entertainment. An interesting example of this evolution is the Cadbury Tivo sponsorship. Question is, how much audience does it get and is it as effective as in program ads?

For advertisers, it’s becoming clearer and clearer that the potential for brands to leverage content across platform is opening up. Pepsi has recently cracked a new interactive model for their X factor sponsorship with “Sound off”. A digital platform encouraging conversations amongst X factor fans. Comments that receive likes put consumers “in the spotlight.” The most popular comments of the week will be featured in custom 15-second spots running during X Factor.

The future looks even more complex as it’s not only the broadcasters that control programming: TV manufacturers are partnering with content providers for built in content shortcuts & rights. Pure players like Apple TV/ GoogleTV (even Youtube) are also increasing content segmentation… and that’s without even getting into the international giants now entering local markets (BBC ivew/ Hulu…)

Tv2

I won’t drill any deeper in the topic but will close up on another note that, I hope, will get you thinking… “Facebook has obtained the largest slice of consumer attention of any company on the web… The best way to accelerate that growth is to go after the single largest source of attention in America, if not the world: Television.” More at allfacebook

Marie Sornin

 

Can social networking change reality TV?

The season finale for the most popular show on Australian TV is approaching quickly and fans (you are probably one of them) are already passionately debating on who should win this year’s competition. Of course, the 2011 the MasterChef will be crowned based on their culinary performance, but guess what, the comments you have been publishing on various user generated content platforms clearly reveal who you wish the winner would be!

Thanks to a deep social listening analysis done with the Reprisemedia team using Nielsen Buzz Metrics, we found that MasterChef’s favourite candidate according to audience opinion is (was) Hayden.
The full story just got published in the Australian. You can read it here.

Masterchef

Our ranking is based on the volume of positive online conversations* people are having on social networks, local blogs and forums about each contestant. The 24-year-old lifeguard from New South Wales displayed an overall twice more positive sentiment than the average of all contestants, proving to be the viewers’ favourite since the beginning of the show. The chart above shows that over the duration of the show, Hayden has generated a lot more positive buzz than any other contestant, followed by Dani. Unfortunately Hayden has been voted off the show last week, leaving MasterChef empty of its most likable contestant!

Of course the show is pre recorded, and we all know that the MasterChef ratings are absolutely dominating any other program, so the loss of Hayden is probably not going to reverse the wheel, however, I can’t help but think that social interactions have a big role to play in TV programing and sponsorship, starting with reality TV.
TV content doesn’t stop once it’s been aired but the engagement ripples across multiple channels… and MasterChef is the perfect example:
–  Search queries increase after each episode: +63% searches on Google on July 28th 2010 (day after last year’s finale)
– Seasonal website traffic constantly growing year on year- spiking at 746K Ubs in June 2011 according to Nielsen netview
– Catch up TV viewing soars: 349K Ubs on Network Ten video player in June 2011 according to Nielsen netview.  This is excluding the world of short form video watched on YouTube or other video sharing platforms
– Over 560K Facebook fans and 30K Twitter followers- Amongst the biggest Australian social networking communities

There is a real challenge for content companies to take into account audience opinions expressed through social networks to optimise their productions. As for advertisers, the opportunity goes beyond billboards and product placements, it also lies in creating branded content, reactive search strategy, real time community management, leveraging consumer insights, and of course ultimately generating conversation…. I believe it is up to us, digital marketers, to push the boundaries and trun reality TV into social TV. It seems that the X Factor might very well be leading the way according to the Hollywood report!

But anyway, who do you think MasterChef’s winner will be?

Source: Nielsen Buzz Metrics. Twitter, forums and blogs in Australia.

*Definition: Online conversations occurs every time someone mentions the studied topic online, it can be a blog post, a comment on a blog, a forum post or one tweet (Twitter update). Facebook is not included on this study due to privacy concerns as social listening tools can’t listen in on personal facebook profiles.

Marie Sornin