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In a new report from BI Intelligence, they define what social TV is, analyze the most important social TV trends, examine the audience for social TV, detail how social TV is forcing broadcasters and advertisers to rethink their strategies, and look at how data vendors are slicing and dicing all that TV-linked social chatter.
Research has shown that TV-watching and social media usage isn't mutually exclusive. Consumers appear to love using social media while they watch TV. Many discuss what they're watching, and these conversations continue long after air-time, with TV-linked chatter accounting for a significant percentage of overall social media activity.
TV industry players and TV-focused marketers realized they could piggyback on this new consumer habit. The idea was not to compete with social media, but to use it so that televised shows, events, and ad campaigns won more audience and audience participation.
Social TV is how these ideas are being made tangible.
Here's an overview of the rise of social TV:
All the major social media platforms are moving into the space, but Twitter is in the lead: Twitter, Facebook and Google+ have all been used for social TV-flavored strategies. Of the three, Twitter has taken the lead, in part because so much of its data is open and public, making it easier for marketers to target TV fans. Twitter's newest ad product, TV ad targeting, is a clever integration of tweets, hashtags, TV advertising, and digital video. Twitter is pitching it to advertisers as a way to continue telling the brand stories they tell on TV commercials, but to do so in TV audience's twitter feeds — online and on mobile.
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The report is full of charts and data that can be easily downloaded and put to use.
In full, the report: