I was invited to speak to Hollywood marketing executives on June 26, 2012 at the iMedia Entertainment Summit by Brad Berens and Nancy Galanty of DMG Events. The initial request was for an overview of up and coming along with more established companies in the SocialTV space. I’m far more interested in emerging platforms than the individual companies, although I admire and enjoy the entrepreneurship, vision and camaraderie of their leaders. As an angel investor or strategic partner I might invest capital or resources in the individual company, but in my agency role I’m infinitely more interested in the convergence of technologies and consumer trends that launch new behaviors and platforms into popular culture. As a result, I framed the presentation this way:
- Underlying influences and market dynamics that make SocialTV compelling
- Proposed a spectrum of engagement models for nascent, volatile and emerging platforms like SocialTV
- SocialTV may become the new normal for consuming video versus a discrete space–the term “SocialTV” may go away
- According to Nielsen’s Q1 2012 report almost 90% of Smartphone and Tablet owners use their devices while watching TV; about 40% do so daily and over 60% do so several times a week. Conclusion: you can’t talk about SocialTV without the context of mobile which is where the greatest innovation will happen outside of the box
- SocialTV is currently comprised of content discovery and companion apps–think a better remote control or check-in and chatter–as well as analytics applied around TV content
- There are dozens if not hundreds of companies chipping away at pieces of this space but only a few are top-of-mind brands–Miso, Get Glue, IntoNow, Viggle, TrendRR, Bluefin and a few network offerings were like USA Chatter and HBOGo–mentioned at the conference of Hollywood insiders and Execs
- There’s a lot of interest in this space as it represents massive potential shifts in consumer and advertising revenues for Hollywood, marketers, SocialMedia companies along with emerging players able to capitalize on the expanding ecosystem
- For consumers, the opportunity to engage with families, friends and networks may unlock the social aspects of SocialTV and usher in the return from our Entertainment or TV room to the Family Room
Slides with voiceover:
Curated links in preparation for the presentation:
Special thanks to Nielsen along with Adam Broitman, Adam Burg, Mark Ghuneim, Jeff Minsky and Lori Schwartz for their input and advice informing the presentation.
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