Trendrr world summit_

Social TV World Summit @markghuneim

2012 State of the Social TV Landscape

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Social TV is a transformative platform

Social TV is Transformative because of…

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1. Natural User Adoption

2. Investment & Growth: Networks, Brands, Platforms

3. Social TV drives viewership to live TV

4. Evolution of Audience Measurement: Diaries –

Meters – Set Top Box – Social Data

5. Program-level Engagement to the Future of EPGs

6. Extends Ad Opportunities to Drive Branding and

Commerce

How will Social TV move through the Hype Cycle?

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THE SOCIAL TV ECOSYSTEM 2011 - 2012

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THE SOCIAL TV ECOSYSTEM 2011 - 2012

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The Evolution of Social TV Analytics

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Baselines

• Volume and Velocity

• Sentiment 1.0

Advancements

• Audience Influence

• Actionable Insights

• Trends and Themes

• Weighted / ACR

• Benchmarks and

Norms

• Television Classifiers

Correlation

• Predictive

• Establish Currencies

• Advertising Optics

Gartner: $3 trillion infotainment market by 2015

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EPG + Social TV Data = New Discovery Experiences

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Now Then Next

Trendrr.TV History

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Trendrr.TV Overview: Highlights

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• Processes and understands social TV

data

• Optimize programming, increase

engagement

• Developed by a team in and of the

media industry

• Focused on #socialTV for last 4 years,

Twitter Ecosystem Partner

• Currently working with over 50% of the

top 50 cable networks

• Media Partnerships: Ad Age,

paidContent, Multichannel News,

Mashable, Lost Remote

• Processing 5-10 million TV tweets/day

Analytics & Insights

Curation & Publishing

Trendrr.TV - Chart

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Trendrr.TV – Show Dashboard

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194% Increase in YOY Broadcast Primetime Social Activity

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286% Increase in YOY Social Activity for NBC

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The Voice was the driving factor

Traditional ratings may not tell the whole story…

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The Voice has a greater social share-of-voice than ratings

share-of-voice

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Which genres are the most social?

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Social TV is transforming…production

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Social TV is transforming…on-air / publishing

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Social TV is transforming…marketing

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Social TV is transforming…research

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Social TV is transforming…advertising

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Identify and measure brand

engagement opportunities

5 check-ins per day per

active user

93 minutes average per

session

Social TV is transforming…ad sales

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Audience

engagement to

drive media value

AMC references

Trendrr.TV to cite

Walking Dead as

the “MOST

TALKED ABOUT

television show”

Social TV is transforming…advertising

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• Targeting

• Branding

• Valuation

• Effectiveness

• Integration / Activation

Social TV is transforming…TV watching

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• Discovery & Recommendation

• Personalized & Shared Viewing

• Deeper Interactive Experiences

• Redefined Companion Experiences

• Transmedia and Extended Narratives

Mapping Currency

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Measures the

audience

reach of TV

programming

Measures the

engagement

of TV

programming

Now Next

Social TV

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BRAND, USER and NETWORK OPPORTUNITIES

Social TV is a change-agent for how:

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People

interact with

television

People

interact with

brands

Brands

interact with

the people

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The brand opportunity is enabling

compelling user experiences.

Social data is the new creative

The Weather Channel Social

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+

Billboard Latin Music Awards

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+

2012 Oscar Social Leaderboard

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VIDEO EMBED

+

Bravo Tweetracker

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+

The X-Factor Finale Resonates Internationally

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242 countries outside of the USA participated in the conversation

The X-Factor Finale Resonates Internationally

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Trendrr.TV UK – Charts 5/11/12 – 5/17/12

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Rank Show Title

1 Hollyoaks

2 Britain’s Got Talent

3 Doctor Who

4 The Only Way is Essex

5 Made in Chelsea

6 Once Upon a Time UK (Ch. 5)

7 The Voice UK

8 Celebrity Deal or No Deal

9 Jeremy Kyle

10 East Enders

Trendrr.TV UK

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• The UK market favors reality programming

• Normalized for population, social TV activity in the UK is comparable to

the US

• Top UK markets: London, Manchester, Liverpool, Newcastle, Glasgow

• 80% in the UK access Twitter via mobile*

*Source: Twitter

Marketplace Challenges

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Data

• Ratings

correlation

• Closed data

• Audience size

Marketplace

• Guidelines and

standards

• MSO/EPG

integration

• Scale

• Advertising

extensions and

acceptance

User

• Incremental

value

• Discovery

• Choosing apps

• Simultaneous

worldwide

release

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Networks

• Narrative

• Engaging

programming

• Viewer

feedback

Brands

• Targeting

• Valuation

• Social

advertising

Users

• Meaningful

experiences

• Exposure to

talent

• Feedback

Opportunities

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Social TV is the greatest, most transformative

opportunity in the next three years for the

television industry

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Thank You

@markghuneim

[email protected]