Download - Social TV Conference London 2013
Fragmented TV landscapeOn demand, concurrent viewing and
second screen are a few of the terms in the dicussion of the changing viewing
habbits fragmenting the TV viewing landscape.
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(Very) small screen viewingeMarketer estimates UK smartphone
ownership to reach 41.9 million by 2016.
Gartner estimates UK tablet devices ownership will reach 53 Million by 2016.
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Brands are broadcastersHewlett Packard, Pepsi, Nokia, Nissan,
Budweiser and Red Bull are a few of the brands that live streamed content via
social networks in 2012.
Ron Howard launched Project Imagination with Canon.
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Real formats
Tom Hanks, Amy Poheler, Rainn Wilson, Sophia Vergara, Will Ferrell and Ricky
Gervais produce online exclusive series.
CBS and NBC commsisioned series to run exclusively on their website.
Online format Web Therapy is now on Showcase and stars Lisa Kudrow.
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Social Content /noun/ Episodic branded entertainment formats broadcast on social media:
1. Allow the consumer to really get involved and shape the content2. Place a strong focus on generating sales
.............................................................................................social 230
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Littlewoods Live Christmas Special Teaser http://vimeo.com/56985302
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Social Content
friend
liked
liked
friend
friendwatched
watched
asked
answered
friend
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[Talking points from previous slide]
dot.talent believe in the power of social celebrities. Our tool, talent.rank, looks at the social demographic data of celebrity audiences All apps, content and how you interact with it is mobile ready
Facebook OpenGraph integration turns viewers into brand broadcasters
Our platforms are built for measurement allowing clients to track the campaign in real time
We never forget that people are at the heart of any branded content experience
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-292% increase in week 1 sales-289% increase in website visitation-Facebook reach grew from 150,000 to 4.5 million-Mobile views increased from 28% during Ep1 to 51% during Ep 3-2,223 comments posted in 60 minutes during the Christmas Special
Demonstrating ROIThe June 13, 2012 broadcast was a UK retail
and Facebook first.
Two additional broadcasts took place in 2012.
The Shop Direct Group commissioned the series to run into 2013.
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“We are going to hit for six and do everything online. The web is more than just a distribution
platform…we want to use the internet as a medium that is
social, interactive and non-linear.” -Ralph Rivera, director, digital media, BBC Future Media &
Technology
“Online has an increasingly important part to play in our transformation strategy as the behaviour of our audiences evolves and changes across multiple platforms. As a
commercial broadcaster it is vital that ITV’s focus continues to reflect that
changing consumer behaviour” -Fru Hazlett
MD of Commercial and Online
“The launch of 4seven also supports our strategy of
embracing the opportunities of connectivity, by exploring ways to deepen engagement with our viewers and expand the choices
we can offer them” -David Abraham
Channel 4 Chief Executive
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Entertaining, sociable, measurable, re-useable and delivering ROI we believe in branded entertainment formats that build on natural
behaviour while deeply integrating social media
@jadistillery | www.dottalent.co.uk | [email protected]
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