Synchronizing TV and Social Media - Alan Osetek

TVconnect

Social Media buys Coordinated with TV

Social is the “soundtrack” to TV (Deb Roy, MIT)

Yesterday Today

SOCIAL HAS ENABLED NEW WAYS OF TALKING ABOUT TV

Nielsen Connected Devices Study Q2 2012

85% OF TABLET AND SMARTPHONE OWNERS USE THEIR DEVICE MONTHLY WHILE WATCHING TV, 40% DAILY

TV IS INCREASINGLY A TWO-SCREEN AFFAIR

1 OF EVERY 3 MINUTES USERS SPEND ON SOCIAL MEDIA IS DURING TV VIEWING (USA TOUCHPOINTS)

USING FACEBOOK AND TWITTER WHILE WATCHING TV IS THE #1 SIMULTANEOUS ACTIVITY OF SOCIAL MEDIA USERS

SOCIAL AND TV GO HAND IN HAND

6

A NEW OPPORTUNITY TO REACH TARGET AUDIENCES

Convergence of Social + TV

SocialAudience

TelevisionAudience

Connect with Social audiences through the lens of their TV passion points and

viewing behaviors

Engage consumers exposed to your or competitor TV buys

Access “hard to reach” TV audiences (light viewers, e.g.)

Capture incremental reach and extend your TV creative

Align your brand to relevant shows, programs, and events

A data-driven, real-time advertising solution that marries robust TV audience and content intelligence with enterprise

marketing expertise to help brands harness the power of Social TV to drive

their marketing objectives

TVconnect

HOW IT WORKS

TVconnectReal-time data streams on

TV programs, ads,

conversations, and

audiences

Targeted messages &

content in the social feed,

across devices (computer,

mobile, tablet)

Ingests TV intelligence to define segment

attributes, build targeting criteria, and activate

media through the industry’s best-in-breed

advertising technologiesEnergy Drink TV Ad Runs

BET

Cartoon

Comedy Central

Discovery

ESPN

ESPN Classic

History

MLB

MTV

MTV2

NFL Network

USA Network

A flexible set of capabilities designed to solve for a variety of needs across a

variety of verticals and marketing objectives

BUYING SERVICES

ExtendEnhance MagnifyAmplify

Coordinate ad delivery

with TV commercial

Target ads to audiences

of specific shows &

programs

Reach TV audiences

exposed to your

commercial

Reach viewers of

specific TV shows and/or

genres

Sync Scale

Reach audiences during the linear viewing session

Reach audiences before and after the viewing session

1

0

Case Studies

First TV-Synched Ad Campaign on FacebookResolution Media Coordinates Facebook Ads with TV Commercials for Warner Bros’ Highest-Grossing Domestic Fall Film, “Gravity”

Approach

Maximize the relevancy of Warner Bros’ social messages to break-through screen clutter and entice deeper engagement

with official Gravity

Track commercial airings in real

time & alert Resolution Media

buying platform

Launch ads across Facebook, targeted by time,

market, and device in coordination with

commercial

Results

60% lift in engagement rate when coordinated with Gravity TV ads

35% lift in engagement rate when synched to competitor TV ads

• Integrated news-room approach with Discovery teams

• Real-time coordination with live TV updates and social content creation

• Most Social TV Program of the Night

Over 1.3 Million Tweets

40,000 Tweets per minute

4X benchmark engagement rate

• Discovery’s highest rated live TV event to date…and their highest rated special since 2000

1

2

#SKYWIRE LIVE DOMINATES SOCIAL CONVERSATION, DRIVES RECORD RATINGS

Resolution Team at Discovery HQ War Room