2510BIG            IDEASON THE FUTURE         :30 SPOTOF THE
THE NEW AGE OF  TELEVISION
1/2 of all adult cellphone owners in the U.S.now use their phones while watching                      TV
35% of smartphone owners use their phonesto visit sites that were mentioned on                    TV
25% of people texted somebody who was  watching the same program
22% of people use their phones to factcheck something they heard on TV
53%   of people that have made a mobile purchase           cited TV as an influence
82% of people usetheir tabletsprimarily at   home
82% of        62%  use tablets people use                more frequentlytheir tablets                   at nightprimarily ...
82% of                                           62%   use tablets people use                                             ...
30% of tablet usage time is spent consuming    video content
SOCIAL MEDIA = The Digital       Watercooler
88% of people consider social      media a form of       entertainment.
88% of people consider social      media a form of       entertainment.   82% of people use their  tablets & mobile device...
88% of people consider social      media a form of       entertainment.   82% of people use their  tablets & mobile device...
Twitter drove 69%of public social TV conversations
40% of tweets during primetime hours are related                     to TV
Nearly 1/2 of all Social TV activity is beingdriven by sports events even though they   only make up 2% of programming
44% of the conversation in March of 2012 was      around March Madness.
2 out of every5 households have   at least oneConnected TV, but only 4% are   Smart TVs
300An estimatedmillion TVs willbe connected’ within   18 months
How Can Brand Make the Most of this         Evolving Space?
#1      THE SPOT IS JUST ANINVITATION TO THE PARTY
In a   48 hour time                                  period:                                 110K new                     ...
#2INCETIVIZE ENGAGEMENT
newer example?
#3TAKE ADVANTAGE OF DVR         FUNCTIONALITY
#4 TIE INTO PROGRAM &       NETWORK APPS
#5CHECK INTO CONTENT &          EXPERIENCES
#6EXTEND THE NARRATIVEINTO THE MOBILE SPACE
#7      ALLOW VIEWERS TO     CHOOSE THEIR OWN            ADVENTURE
#8LET THE VIEWER CONTROL            THE CAMERA
#9 CREATE A “BUY NOW”           FUNCTION
#10FACTOR BUZZ INTO YOUR   BUY & MEASURE IT IN            REAL-TIME
Four weeks prior to a show premier a 16% increase   in buzz volume yields a 1% increase in ratings.                       ...
Take Aways• Televisionis no longer a passive medium, so think about engagement & interaction• Participants            expe...
THANK YOU
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
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World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot

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  • http://techcrunch.com/2012/07/17/the-connected-viewer-more-than-50-of-cellphone-owners-now-use-their-phones-while-watching-tv/\n
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  • http://www.mobilemarketer.com/cms/news/research/13365.html\n
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  • Mercedes-Benz launched a campaign with GetGlue that encourages viewers to check in to multiple Oscars events, from the countdown, to the red carpet to the Oscars itself in order to receive a series of exclusive badges. The campaign garnered the following results:\n\n10 checkins every second from the program \nOver 31,000 checkins for the Mercedes program http://www.snappytv.com/snaps/razorfish-talks-about-the-stickers-they-made-razorfish-about-marketer-social-tv-case-studies-on-social-tv-summit-new-york\n
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  • IKEA’s new line of TVs, Uppleva, will enable users to search and buy IKEA products directly from their commercials with the push of a button. When a user interacts with the shopping platform, the TV launches a browser window that allows them to enter payment and shipping information. http://www.youtube.com/watch?v=12eOBTGUWPE&feature=player_embedded\n
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  • World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot

    1. 1. 2510BIG IDEASON THE FUTURE :30 SPOTOF THE
    2. 2. THE NEW AGE OF TELEVISION
    3. 3. 1/2 of all adult cellphone owners in the U.S.now use their phones while watching TV
    4. 4. 35% of smartphone owners use their phonesto visit sites that were mentioned on TV
    5. 5. 25% of people texted somebody who was watching the same program
    6. 6. 22% of people use their phones to factcheck something they heard on TV
    7. 7. 53% of people that have made a mobile purchase cited TV as an influence
    8. 8. 82% of people usetheir tabletsprimarily at home
    9. 9. 82% of 62% use tablets people use more frequentlytheir tablets at nightprimarily at home
    10. 10. 82% of 62% use tablets people use more frequentlytheir tablets at nightprimarily at home And 69% of people use tablets more frequently during the week
    11. 11. 30% of tablet usage time is spent consuming video content
    12. 12. SOCIAL MEDIA = The Digital Watercooler
    13. 13. 88% of people consider social media a form of entertainment.
    14. 14. 88% of people consider social media a form of entertainment. 82% of people use their tablets & mobile devices primarily at home.
    15. 15. 88% of people consider social media a form of entertainment. 82% of people use their tablets & mobile devices primarily at home. 94% of adults email, text, talk, or use social media while watching TV.
    16. 16. Twitter drove 69%of public social TV conversations
    17. 17. 40% of tweets during primetime hours are related to TV
    18. 18. Nearly 1/2 of all Social TV activity is beingdriven by sports events even though they only make up 2% of programming
    19. 19. 44% of the conversation in March of 2012 was around March Madness.
    20. 20. 2 out of every5 households have at least oneConnected TV, but only 4% are Smart TVs
    21. 21. 300An estimatedmillion TVs willbe connected’ within 18 months
    22. 22. How Can Brand Make the Most of this Evolving Space?
    23. 23. #1 THE SPOT IS JUST ANINVITATION TO THE PARTY
    24. 24. In a 48 hour time period: 110K new Facebook fansUpdated Case Study Data 1K new Twitterand imagery? followers 55K mobile opt- ins 800K new database addresses
    25. 25. #2INCETIVIZE ENGAGEMENT
    26. 26. newer example?
    27. 27. #3TAKE ADVANTAGE OF DVR FUNCTIONALITY
    28. 28. #4 TIE INTO PROGRAM & NETWORK APPS
    29. 29. #5CHECK INTO CONTENT & EXPERIENCES
    30. 30. #6EXTEND THE NARRATIVEINTO THE MOBILE SPACE
    31. 31. #7 ALLOW VIEWERS TO CHOOSE THEIR OWN ADVENTURE
    32. 32. #8LET THE VIEWER CONTROL THE CAMERA
    33. 33. #9 CREATE A “BUY NOW” FUNCTION
    34. 34. #10FACTOR BUZZ INTO YOUR BUY & MEASURE IT IN REAL-TIME
    35. 35. Four weeks prior to a show premier a 16% increase in buzz volume yields a 1% increase in ratings. Look into updated stats. An 850 message increase in buzz has 40% more influence on determining final ratings than a $1M increase in ad spend.
    36. 36. Take Aways• Televisionis no longer a passive medium, so think about engagement & interaction• Participants expect a consistent brand experience regardless of channel, break down the silos• Look for ways to connect your TV spot to your brand presence in the digital space• Mobileoffers simple, trackable opportunities for engagement so make sure your mobile presence is strategic and easily discoverable• If you can image it, you can make it a possibility
    37. 37. THANK YOU

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