USA Network today announced a combined on-air and digital campaign two screen advertising campaign with Lincoln for the original series Necessary Roughness.
The Lincoln MKX premium midsize crossover is featured across multiple platforms including in-show integration as Dr. Dani Santino’s (Callie Thorne) personal car and digitally as the presenting sponsor of USA's Character Chatter, which includes two talent-hosted live chats on Wednesday, September 7 and 14.
“We’re excited to be featuring Lincoln across multiple touch points that give our viewers a 2-screen social TV experience accessible on all platforms including smart phones, tablets, computers, and TVs,” said Alexandra Shapiro, senior vice president, brand marketing and digital, USA. “We anticipate that this partnership will highlight the MKX's innovative features in an engaging and entertaining way that resonates with USA viewers.”
As Necessary Roughness nears its finale, Lincoln and USA will bring fans inside the huddle for an up-close and personal interactive social experience through a partnership around USA’s Character Chatter (http://www.characterchhatter.com). During the last two episodes, members of the cast or producers will be “on the clock” and available for real-time hosted conversations. Fans will have the opportunity to log in to Character Chatter through a host of social media portals, ask real-time questions and receive real-time answers.
"It's a great opportunity to introduce Lincoln's latest styling and advanced technologies to fans of Necessary Roughness without taking them out of the moment," said Connie Fontaine, manager of Lincoln Marketing Communications, "The Lincoln MKX is both versatile and intuitive and fits in naturally with the storylines and Dr. Dani Santino's character."
In Necessary Roughness, when Dr. Dani Santino (Callie Thorne) finds her husband cheating, her personal life unravels. Diving fully into her work, she takes on the challenge of rehabbing a bad boy professional football player (Mehcad Brooks) whose off-the-field antics threaten his career and the team franchise.
Underestimated at every turn, she succeeds beyond expectations and soon finds herself as the most sought-after therapist for high-profile clients. Athletes, entertainers, politicians and others living in the spotlight clamor for her unique brand of tough love therapy during their moments of crisis. Although her career is reenergized, it wreaks havoc on her life as a newly minted single mom of two teenagers. Recognizing her ability to change people’s lives, she’s determined to strike a balance between both worlds. The series also stars Marc Blucas and Scott Cohen and is created and executive produced by Liz Kruger & Craig Shapiro. Kevin Dowling directed the pilot and also serves as executive producer. Jeffrey Lieber also serves as executive producer. Inspired by a true story, Necessary Roughness is a Sony Pictures Television and Universal Cable Productions co-production, and shoots in Atlanta, GA.
Lincoln was the exclusive presenting partner for the limited commercial series premiere on Wednesday, June 29 and will be the exclusive category sponsor for the season finale on Wednesday, September 14.Add a comment
“While connected flat panel TVs, set-top boxes and DVRs still represent a small portion of their respective product segments, sixty-eight percent of all CE devices sold this year will be connectable to the Internet.”
“While connected flat panel TVs, set-top boxes and DVRs still represent a small portion of their respective product segments, sixty-eight percent of all CE devices sold this year will be connectable to the Internet.” says Peter King, Director at Strategy Analytics.
According to this report, Connected TVs represent one of the biggest growth opportunities over the next five years as major vendors, such as Samsung, LG and Sony, push their Smart TV initiatives. Global connected TV device revenues will total in excess of $95 billion in 2015, representing more than one-quarter of the overall connected device market.
“Sixty-seven percent of all FPTV units sold in 2015 will be Connected TVs. This represents a 38 percent compound annual growth rate over the next five years,” said Jia Wu, Senior Analyst in the Digital Consumer Practice. “Although growth in the overall TV market will be modest, the market value of connected TVs will more than double during the same period.”
The report, “Global Connected Consumer Electronics (CE) Devices Market Forecast,” contains forecasts of unit sales, market values and installed base of 17 fixed and portable digital home media device segments, including Flat Panel TVs, Blu-ray Disc players, set-top boxes, DVRs, digital media adapters, games consoles, desktop and portable PCs, NAS, portable media players, e-book readers and tablets.Add a comment
SyCo, ITV and Gamesys have commissioned 2-Screen Social TV specialists Monterosa to create and deliver a live online play-along experience that allows the audience to play Red or Black live, in sync with the TV contestants.
Using Monterosa’s award-winning 2-Screen cloud technology, players can put their own luck to the test by guessing Red or Black with each event in the nightly stripped show which runs from the 3rd – 10th September.
Simon Brickle, Monterosa MD said:
“We’re thrilled that ITV and their partners have chosen to incorporate 2-Screen as part of such a major production. Working closely with both online and TV production teams is the only way to make 2-Screen work creatively, and we’re looking forward to weaving the online audience into the fabric of the show.”
Playing from the comfort of their sofa, online players can compete with their Facebook friends and unlock achievement badges that enhance the game. They’ll also be rewarded for talking about the game on social networks.
Players who get through all ten rounds with their winning streak intact are awarded entry into the Red or Black Millionaire’s Club, for those people who would have made a million in the show itself.
Do you feel lucky? Join in from the 3rd September at itv.com/redorblack
Facebook is to stream its first live football match, demonstrating the increasing power of social media in the eyes of brands as reported by Marketingmagazine. They have teamed up with Budweiser to broadcast the opening FA Cup tie live. The game is the opening match of this year’s FA Cup, a preliminary round match between two minnows of the football world, Ascot United and Wembley. Marketingmagazine continues:
The match will be played on Friday (August 19) at 7.45pm. The streaming of the match comes courtesy of a commercial deal between the FA, its lead sponsor Budweiser, and Facebook.
Budweiser anticipates that the match will attract a global audience, although the two clubs are not household names, even in the UK.
Football fans will be able to watch the game at the Budweiser fan page, www.facebook.com/BudweiserUK, on Facebook. The live streaming is available only to people aged 18 and over, claims Budweiser.
“is committed to bringing the world’s most prestigious knockout competition closer to the fans. What better way to demonstrate this than by broadcasting the very first kick to a global audience via Facebook. This is the first time a FA Cup tournament fixture has been broadcast live on the social network, which is great news for football fans and clubs alike.”
The Guardian reports on Mike Harrison, Ascot United chairman:
"To be involved in the first game of the FA Cup this season is an honour in itself, but to be part of a world first and have our match broadcast to a massive global audience is fantastic for our club."
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According to figures from the Broadcasters' Audience Research Board (BARB), the average amount of time spent watching linear commercial TV reached a new record in the first six months of 2011, although the increases in total TV viewing appear to be slowing. The figures as reported by CampaignLive:
The average person watched a total of 28 hours, 21 minutes of linear TV every week, equivalent to four hours, three minutes a day.
The average TV viewer watched 18 hours and nine minutes of commercial linear TV every week, or two hours and 35 minutes a day during the first six months of 2011. This is an increase of 48 minutes a week, or seven minutes a day, from the same period in 2010.
Commercial TV accounted for 64% of viewing during the first six months of the year, up from 62% in the same period in 2010, while commercial impacts climbed 4.7% year on year to an average of 147 ads a day in the first half of 2011.
Lindsey Clay, managing director of commercial TV marketing body Thinkbox, said:
"What is clear is that every new technology that joins TV – from connected TV sets to social media – is making it even more enjoyable for viewers and even more effective for advertisers."
"We've been saying for a while that linear TV viewing couldn’t keep breaking records forever and that it had to stabilise at some point. It appears that this is now happening – although, within this, commercial TV is still growing a little, which is great news for advertisers and a testament to the choice and quality it offer."
The relationship between commercial TV going 2% up versus commercial impact of 4,7% up, indicates a more-than-average positive impact on the amount of viewed ads. This is contrasting in what the industry believes people are switching when ads are up. In no way says something about the effectiveness and attention to ads from a viewer point of perspective.
What it does mean, is that the socialization of television is not neccesarily putting a strain on conventional revenue streams, but enhancing them.Add a comment
"Whoever figures out [Social TV], will be the next Steve Jobs of his generation"
- Ynon Kriez, CEO of the Endemol Group
As the claims strengthen that Social TV will dramatically change the industry landscape, the next convergence conversation will delve into the real world strategies behind this opportunity.
In its purest sense Social TV is the term for social interaction around the television. It typically integrates communication, context awareness, recommendations or ratings, with TV content either directly on the screen or on ancillary devices.
Social networks have quickly become an integral part of consumers personalised content discovery and viewing experience. Social TV then offers the 'ability to create content that will enable people to interface with each other, to connect, to recommend, to share and experience over television.' (1) According to media economist Jack Myers, the US Social TV market could be worth $12bn by 2020, with other analysts predicting a global market 2 or 3 times that value. (2)
As the potential of Social TV offers the chance for increased rating figures, more engaged audiences, and new revenue opportunities, almost everyone creating content, channels, platforms, or devices, in the future will need to address this change.
On Thursday 25 August 2011, Ved Sen from ThinkPlank will be chairing a panel of speakers that plan to tack the future of Social TV - including:
And it's free... The entrance and the Cheese and Wine. Registration starts at from 17:30 and the event runs from 18:00 - 20:00 at Intellect, 10-12 Russell Square, London, WC1B 5EE
If you can't make the event, keep an eye on #socialtvrevolution on Twitter for updates!
How do you book?
How much will it cost?
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yap.TV, an early social TV guide for the iOS environment, has launched a major update to its best-of-breed app, yap.TV 3.0. The new version pushes the performance envelope of all Apple iOS devices, including the iPad 2, to deliver an immersive, high-definition, social TV experience, according to yap.tv . The combination of a rich-media, visual TV guide, and interactive social features transforms the TV watching experience in a way that is unrivaled on the second screen.
"There is a better way to discover what's on TV than the age-old, outdated guide button," said Trevor Stout, CEO of yap.TV. "Our goal was to make surfing the guide fun and engaging, while becoming an interactive and social part of your TV watching experience -- version 3.0 delivers."
The yap.TV 3.0 update places the TV fan front and center with a completely personalized TV guide experience. Based on their own personalized settings -- including television provider and favorite shows and channels -- the user can surf what's on TV by swiping and gesturing through high-resolution show graphics and animations using the new visual TV guide. Users can also browse by category filters, a social Top 20 of the most talked about shows, and see what their friends are watching in real-time. Finding what's on TV has never been this easy or fun.Add a comment
Twentieth Century Fox and Channel 4 will be first to participate in Rovi Smart TV Advertising Field Trial in the United Kingdom, a program created to study how to effectively reach consumers via the internet-connected devices that are now amassing in consumers’ homes. Recognising the importance of connected TV as a future advertising platform, OMD UK will be working alongside Rovi to support campaigns for Channel 4 and help them gain valuable learning in this new space.
“Futuresource predicts that by 2015 there will be over 30 million IP-connected HDTVs in use in the UK,” said Sarah Carroll at industry analyst firm, Futuresource Consulting. “Rovi has created a platform to enable brands and companies to capitalize on this growth. Through the Smart TV Advertising Field Trial, we will be able to understand how to monetize and tap into the advertising potential of next-generation devices.”
The UK extension of Rovi Smart TV Field Trial follows U.S. and Canadian field trials launched earlier this year. Early results, collected by 24/7 Real Media, Inc., from the U.S. field trial report that the campaigns delivered millions of impressions per month for participating brands.
“The last couple of years have seen the introduction of multiple new entertainment platforms, leading to greater opportunities for advertising in the home,” said Jeff Siegel, senior vice president of worldwide advertising at Rovi Corporation. “As industry leaders, Twentieth Century Fox, Channel 4 and OMD have taken an innovative approach in exploring how to market their content to consumers. We’re looking at how we can help them continue to succeed in increasing viewership.”
“Our participation in this trial is part of Channel 4’s preparation for the connected TV world. Our aim is to embrace the opportunities presented by new platforms, and stay ahead of the curve with our marketing strategies – the Smart TV Field Trial is a step towards exploring how to creatively show consumers what we have to offer; as they access content through connected TV platforms and the all important EPG,” said Steve Forde, head of Digital Marketing at Channel 4.
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Twitter has partnered with the Weather Channel to push weather related tweets onto its enormously well-trafficked cable network and website, with the two groups splitting the ad revenue as reported by BetaBeat. Trendrr is cooperating with Twitter,they will be doing the semantic analysis to separate a tweet about a sudden rain shower from a tweet about your decision to take a quick shower after the gym.
“Clearly, news programs are integrating social networking in broadcasts as a platform for viewer interaction, but news agencies are just beginning to tap into social intelligence as a means to drive real time reporting and listening. The Weather Channel takes listening and reporting to an entirely new level by leveraging the social channel and participation of its audience in real-time to achieve”.
The Weather Channel takes listening and reporting to an entirely new level by leveraging the social channel and participation of its audience in real-time to achieve:
Twitter's Business Model
This is just the beginning, as mentioned on Trendrr's blog, social data is becoming increasingly contextual and useful, adding an important layer to the experience. It fits the view on Twitter's opportunities for the industries that I've elaborated in the "@Twitter: the Intersection of the Synaptic Web, a Potential for New Business Models" article.
Intelligence-as-a-Service is what Twitter should look at, scale, insights and near real-time capability of informing its clients.
The Weather Channel can and should go beyond the social channel and participattion of its audience, by cooperating with their audience this close, it's their door to become an Open Business. Social media, data and infrastructures for the purpose of co-innovation (of content, programming etc), insights (what is it that the audience is looking for etc) and adaptation (to the external, open and dynamic market, understanding ROI (per value chain) etc).
It will be interesting to learn how both Twitter and Trendrr are going to (co-)develop these opportunities.
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