As ‘water cooler’ events go, the Super Bowl is about as big as it gets. Given the surge of activity since last year’s game across the social TV and companion app landscape, there’s going to be a huge amount of activity this year. Clearly this will be the biggest Super Bowl for ‘second screen’ and social TV apps. Apps and websites with any game-related content should see huge traffic spikes from last year. What’s most interesting is that with all the interest in this burgeoning space, a number of national brands are looking to target this growing audience.
Some brands have created their own game and brand specific apps like Chevy. As a demonstration of our synchronization platform, we’re running ads with a number of Super Bowl advertisers (including perennial game advertiser Go Daddy). With them, we’ll be delivering digital advertising on social TV / companion apps sync’d in real-time to their TV spots during the game. Ads will run on both iPhone apps and websites. So, for those viewers engaged with apps like PrePlay Sports and Tapcast, when certain TV commercials run during the game, a complementary digital spot (a “Sync Ad”) will display on their smartphones, tablets or laptops.
We’ve seen huge levels of engagement with such ads in previous tests (e.g Ford on USA Networks’ Character Chatter app) and look forward to substantive learning from this initiative. We’re planning to do research around these campaigns and look forward to sharing that post-Super Bowl. This Super Bowl Sync Ad campaign is the first of a number of ‘water cooler’ events around which we plan to run Sync Ads.
Other upcoming events include the Oscar’s and the Final Four. If you’re a brand or agency planning any TV advertising during any of these upcoming events and want to connect with the growing social TV audience, please reach out to us. We’d love to discuss how this new medium can work for your brand.
For those who haven’t made it to Cannes this week, there’s a big conference there called MIPTV with a lot of focus on TV, social media and new ways to engage audiences.
One speaker was Facebook’s Christian Hernandez Gallardo, Head of International Business Development, and he spoke in particular about how Facebook Places can now be used as a ‘check in’ application for TV shows by highlighting time and place.
Facebook has huge traffic and does see lots of traffic spiking around shows. But while Facebook Places may provide some functionality and facilitate some communication among friends, its focus as a broad platform may not offer the best user experience. Show-specific companion apps for example may offer better experiences.
An important point he does raise around connecting with fans off-hours is certainly an area ripe for opportunity. And the plethora of likes and interests that Facebook has on millions of users also may play into recommendations by either Facebook or others apps that can access such data.
“Where we wanna go with television is creating a social experience,” he said. “The thing I’m dying to make social is the EPG… I’m never gonna make it to channel 235, so how do I discover what I want to be entertained with. What if I could log in to a site, or my set-top box or my TV, and tell the system what I wanna be entertained with?” The idea: a system could use someone’s Facebook data to recommend shows to them.
It will be interesting to follow Facebook’s impact in the expanding social TV sector.
There’s a great presentation from Mobile Behavior called “Hybrid Media: How Social is Enabling Event TV.” They discuss how today’s youth are predisposed to be more participatory while watching TV, rather than just sit back passively. And TV still provides the environment that can bring millions of people together for common, shared experiences.
Importantly, they stress that TV and the internet are not a ‘zero-sum’ game, rather technologies that are converging to reinforce and amplify each other. The key question they pose is:
So how can television programmers and advertisers get involved in this emerging behavior and enhance the experience?
To Mobile Behavior, it’s what they call “Conversational Geography.” The key is to create “collaboration of programming and content across screens” (the “second screen”). They view this as possible through a variety of channels, platforms and activities. We’ll look into some of these in our next post.