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TV Day 2012 - Overview

TV Day 2012 - Overview. Social Media Starts Here. Social Media Starts Here. Three powerful presentations delivered at TV Day 2012 provided advertisers with insight into: The relationship between television content/advertising and social media

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TV Day 2012 - Overview

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  1. TV Day 2012 - Overview Social Media Starts Here

  2. Social Media Starts Here Three powerful presentations delivered at TV Day 2012 provided advertisers with insight into: 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 Summary

  3. TV & Social Media The water cooler has moved online

  4. Social TV • 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 The whole is greater than the sum of its parts Source: Bluefin Labs

  5. Social TV • 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 Amplifying Communication Source: Bluefin Labs

  6. Enhancing Ad Engagement Biometric Proof of the Power of TV

  7. Biometric Proof • 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’ engagementwith online advertising when combined with offline advertising Using Neuroscience to measure advertising effectiveness Conscious Associative NonConscious Source: Innerscope Research

  8. Study #1 – Advertising Engagement Biometric Proof • 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 #1 – Advertising Engagement Study #2 – Uplift Provided by Offline Media Study #2 – Engagement Uplift • 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

  9. The Digital Media Ecosystem Television - The Digital Supermedium

  10. The Digital Media Eco-System • David Brennan, founder of Media Native, stated that linear and web-delivered TV have combined to create an experiential eco-system that is greater than the sum of its parts • Echoing Innerscope’slearnings, 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 Television - The Digital Supermedium Source: David Brennan – Media Native

  11. The Digital Media Eco-System • 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 directresponse channel • TV + Online = larger overall audiences as a result of new channels of content distribution • TV + Online = engagedcommunities rising around television content and advertisers’ messages seen on TV TV + Online = Communication Amplifyer Source: David Brennan – Media Native

  12. 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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