In this post, bear with me and you’ll get a couple of case studies and some best practice from brands using TV and promoted tweet tie-ups.
Before I give you the fun stuff, I want to say that best practice is all that matters. Ignore all the stats about engagement and sales uplift.
I don’t usually advocate ignoring stats, but as B2B marketing and service industries now pervade major cities of the developed world, we are awash with stats. And stats that claim to explain general concepts, such as generic increase in purchase intent after viewing a promoted tweet that references TV, are not helpful to you.
Yes, these stats succinctly explain the perceived benefits of advertising on Twitter, but like all data, it’s only that which directly pertains to your company that is of use.
There’s no point examining averaged trends when what you’re interested in is your business. Being blinded by amazing engagement stats will mean you don’t think properly about your campaigns. The last thing you want to do is drip out a poorly conceived set of promoted tweets and have faith they will deliver ROI.
The success of your marketing and advertising is dependent entirely upon detail; detail that’s way more granular than simply what channels you decide to advertise in.
A recent BBC World News survey of more than 3,600 digital device owners found that 43% of tablet users say they consume more TV than they did five years ago, with most respondents saying they use tablets alongside TV.
A recent Deloitte survey found that 24% are using a second screen while watching TV. This crossover with leisure time presents a unique opportunity to convert those in a ‘lean-back’ position.
So how can marketers respond to this trend?
For over 65 years, the $70bn TV industry has been traded on one currency...now all that is about to change.
Twitter's Vice President Joel Lunenfeld recently appeared on a Bloomberg TV segment to discuss the findings of a study linking tweets to live TV, and more importantly for his shareholders, to announce a new partnership and ranking method devised with Nielsen.
The two behemoths want to make watching TV with Twitter (see:second screen experience) 'even better for you, the TV fan,' according to Twitter's blog post on the announcement.
What does this coming new age of measurement mean for marketers and what can you do now to prepare? Read on to find out.
Google has a unique viewpoint from which to look at mobile’s part to play in the customer journey.
SERPs, AdWords, Google Maps, Google Chrome, Google accounts – all have a part to play. And perhaps soon Google Wallet and Google Glass.
I attended Latitude’s client summit last week and listened to Harry Davies, Lead Product Marketing Manager, Large Customer Marketing, at Google (helping customers get the most from search).
I’ve tried to sum up some of what Harry had to say, giving an overview of mobile’s involvement in retail in 2013.
Are your rivals going to let viewers respond immediately to TV ads on their iPads, while your ads just hope to be remembered?
Second-screening, where consumers use mobile devices while watching TV, presents great opportunities for brands, retailers and financial services, and is on the increase.
Connected second screen experiences have enjoyed, or arguably suffered, a prolonged period of experimentation. No single slam dunk business model has disrupted the landscape, but there are several approaches that have succeeded in generating additional revenues and enhancing the 30-second TV spot.
Since they are not ubiquitous, you may not be aware of these successes. Here I examine the barriers and opportunities for the connected experience in detail.
This blog elaborates on the latter, with some examples of great connected experiences that have been successfully monetised.
Watching TV whilst browsing the internet has been around for as long as I have been using the internet.
It used to be because we needed something to do whilst waiting for slow dial-up connections to download content, but nowadays multi-tasking via a 'second screen' or 'dual screen' is part of our everyday routine.
Connected experiences which seamlessly fuse second screens and connected TVs have been ‘the future of TV’ for so long it almost feels like a returning series.
Playing along with a quiz show, requesting a product sample during an advert, taking a breakfast news feature with you on your morning commute so you can finish watching, all could be routine.
But despite the enablers and technology being in place this seismic shift in the viewing experience stubbornly refuses to go mainstream. Why is this?
As homes and offices fill with more and more internet-connected devices, consumers are increasingly consuming content on multiple screens.
Content creators and distributors know this. Advertisers know this. Analysts know this. Entrepreneurs and startups know this.
Twitter's purchase of social television analytics firm Bluefin Labs, its largest purchase to date, reveals both its interest in connecting the viewers of media, and in gaining some of the revenue currently headed to television advertising.
Though its business model may have seemed quixotic in its early days, Twitter is building a potential case as the network able to reach people based on their most immediate interests.