Live Blog of Social TV Roadshow from McCann Thursday
Introduction of Social TV Thought Leadership Road show at McCann in New York City on Thursday. Final of March’s road saga and the third agency on this portion of the three-month event.
Click the link and follow along as we type as fast as we can!
Five thought leaders, organized by Social Summit, presenting best practices to agencies over three months. The Social TV Summit conference comes to the presentation rooms of top agencies.
Viggle, TVPlus, Civolution, ConnecTV and Trendrr are the presenting companies.
First up: Andy Batkin asks if anyone can define Social TV. As usual, folks are reticient to define.
Discover, interact, share, purchase, synched in real time on a second screen, any second screen.
About 20 percent own a second screen according the hands raised as Andy polls the room.
Fragmentation — here to stay, Andy says. Network apps, show apps, branded apps are all a part of the effort in social TV.
Alex Nagler of Trendrr takes the floor, using a banana as a pointer since there is a two-hour window to do the presentations and take questions. He powers through his 10 minute presentation in about 5 minutes.
Question: How do you do partnerships? Just networks?
Answer: Open for partners.
Alex shows the weather.com mobile app, which utilizes Trendrr technology to sift through all of the weather-like words. The company has a whole creative team.
Next up, Stefan Maris of Civolution presenting. He s @stefanmaris74
History of the company, which is related to Philips and works with companies like Zeebox and ConnecTV as well as Nielsen and others.
“Today’s landscape is super fragmented,” Maris says. “That is not going to change. Facebook and Twitter are the two big ones. But while they may not have huge audiences, the smaller ones bring access to highly targeted individuals. There is an opportunity there for advertisers.”
Maris runs through TV Synced Social Media, doine in partnership with optim.al, to enable buying keywords on social, synced to TV in real time. Very early in this and he said he is available to discuss.
Question: User enabled on second screen to use?
Answer: Yes, Viggle, Zeebox and Civolution can make sure the app is ad aware.
Next up is Viggle.
Alexis Ginas, VP, Viggle sales, is now presenting. The company, she says, stems from Bob Sillerrman’s and his owning the American Idol rights and how he wanted to solve a problem, so he created Viggle to reward watching via social.
Right now is the time to lean in and test because 2014 is the year that everyone takes a deep dive into social TV, Ginas says.
Real rewards and a proven ad model help Viggle differentiate itself in the market. Have so many analytics on the back end — viewing consumption patterns and can target by show, episode.
ACR technology — listening nationwide and can do live and timeshifted viewing. On the clock when recognized, points per minute, bonus point, and engagement points, playing with content, watching the spot, playing HTML game. Rewards, $5 gift card, the lira of Social TV. Redeeming within the first 11 days.
Guys eat Cinnamontoast late at night. How to lay in interactive ads to that? Little known fact that emerges from the road show. We are now going out to buy some Cinnamon Toast Crunch. Just sayin’
Next up is Matt Duffy, CMO of TVPlus. Not a consumer company.
Starts with a story, ends with a movie. Former agency guy, Omnicom, ran the social media. So, 90 percent of revs coming from TV ads. TVPlus clicked with me with their prod presentation.
Building one content management system that allows you to hit one button and publish to apps, web, iOS, Android, HTML5 and more, Duffy (@matthewkduffy) says.
Tells the story about Secret Policeman’s Ball in New York last year. Sunday, March 4. On Feb. 5, inherited the show. Had a month to create content. Shows movie. Awesome creative tool, for real-time. Word Press for Social TV. App is a series of hole, the app, tech is alive. Doesn’t require multiple builds.
Makes the point that action in the second-screen space is on mobile, not tablets, Duffy says.
One more thing: VOD traffic. Creative executiion — TV PLus bar at the bottom of the player. Push content there.
Live events. companion. Multiscreen — control interfaces. Interactive video — preroll, midroll. Add on companion layer.
Now the fun part, a phone presention from Stacy Jolna of ConnecTV in California.
Have an investment from local TV stations, building from the bottom up. Andy will drive the slides, while Stacy will give the walk through in 10 minutes or less.
Photo of young men watching the Super Bowl last year — all have their phones in front of them. Backgrounder on the company — founding team of Tivo, CNN programming.
Jolna does a walkthrough of the company and the features and benefits.
Uniques — affiliates, social network with chat, and ad sync network.
Our goal is to focus on no more than 10 to 12 charter ad partnerships over next 12 months and work closely with you, Jolna said.
Seven minutes remaining for Q&A. Great and honest dialog with McCann folks.
At the end, Andy Batkin asks the ask: How about an industry group to help craft standards and practices for Social TV.
