TV Day 2012 - Overview
Social Media Starts Here
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Social Media Starts Here
Summary
Three powerful presentations
delivered at TV Day 2012 provided
advertisers with insight into:
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The relationship between
television content/advertising and
social media
The superior power of traditional
TV in engaging consumers and
enhancing engagement with
online advertising
The evolving ecosystem of Digital
media
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TV & Social Media
The water cooler has moved online
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Social TV
The whole is greater than the sum of its parts
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What is Social TV? – social media networking or
social web activity about TV content
Presented by Deb Roy of Bluefin Labs (leading
company in this field)
Highlighted the value of social TV metrics to
study the effectiveness of advertising
communication
Social TV feedback can be tracked in real-time,
and used to understand the response to
advertising communications and make
immediate appropriate enhancements
People who talk about TV are 8x more likely to
chat about brands
Source: Bluefin Labs
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Social TV
Amplifying Communication
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TV + Social TV Expression = massive earned
impressions from followers who share an
affinity with the speaker and engage more
with the content they are chatting about
Driven by exposure to advertising on linear
TV, social media chatter generates earned
impressions for advertisers which are
tracked and counted, and it is those earned
impressions which amplify the effect of paid
media
In the U.S. the top three 2012 Super Bowl
ads created an amplifier effect generating
329K social media comments which
multiplied into more than 200 million
earned impressions on top of the paid
media spots
Source: Bluefin Labs
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Enhancing Ad Engagement
Biometric Proof of the Power of TV
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Biometric Proof
Using Neuroscience to measure advertising effectiveness
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Presented by Dr. Carl Marci of Innerscope
Research, an expert in the field of
neuroscience
Neuroscience tells us that emotions are the
primary driver of human behaviour below
conscious awareness
95% of brain processing occurs below
conscious awareness, including the majority of
emotional processing
Biometric research tracks the physiological
responses traveling from the emotional centre
of the brain to measure pure advertising
engagement without bias
Two ground breaking studies measured
emotional engagement with advertising, and
the priming effect (or uplift) to consumers’
engagement with online advertising when
combined with offline advertising
Conscious
Associative
Non
Conscious
Source: Innerscope Research
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Study #1 – Advertising Engagement
Biometric Proof
Study #1 – Advertising Engagement
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Video advertising (TV & online video) was
the most effective in creating emotional
engagement with ads
Television was the most effective while
static online display ads were shown to have
little effect
Why? The immersive nature of television
enhances consumers’ emotional
experience, thereby driving engagement
with the content and advertising
Study #2 – Engagement Uplift
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Exposure to a brand ad offline can provide a
significant uplift to engagement with online
advertising for the same brand
Television advertising had the greatest
priming effect, lifting online engagement by
14 % for video ads and 18 % for display ads
Radio advertising produced a smaller lift,
while newspaper ads resulting in no lift
Source: Innerscope Research
Study #2 – Uplift Provided by Offline Media
20
15
TV
18
Radio
Newspaper
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10
8
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0
0
-5
Video Ad
Display Ad
-3
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The Digital Media Ecosystem
Television - The Digital Supermedium
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The Digital Media Eco-System
Television - The Digital Supermedium
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David Brennan, founder of Media Native,
stated that linear and web-delivered TV have
combined to create an experiential ecosystem that is greater than the sum of its
parts
Echoing Innerscope’s learnings, the power of
emotion and implicit memory are essential to
effective communication
Television’s immersive experience is key to
creating a relaxed, receptive, and shared
environment in which messages reach the
unconscious levels of our brain
Further, Television creates an engaging
experience built on story telling, trust and
sharing
Source: David Brennan – Media Native
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The Digital Media Eco-System
TV + Online = Communication Amplifyer
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TV + Online = effective partnership of
TV’s awareness & interest-building
strengths + Online’s information
gathering powers, leading to brand
desire and action
TV + Online = opportunity for a direct
response channel
TV + Online = larger overall audiences
as a result of new channels of content
distribution
TV + Online = engaged communities
rising around television content and
advertisers’ messages seen on TV
Source: David Brennan – Media Native
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Links
TV Day Summaries
Deb Roy – Social TV
Dr. Carl Marci – Emotional Engagement
David Brennan – The Digital Ecosystem
www.tvb.ca
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Download

Key Learnings from the 3 TV Day Presentations