The Internet didn''t kill TV! It has become its best friend.
Americans are watching more television than ever before, and we''re
engaging online at the same time we''re tuning in. Social media has
created a new and powerful "backchannel", fueling the renaissance
of live broadcasts. Mobile and tablet devices allow us to watch and
experience television whenever and wherever we want. And "connected
TVs" blend web and television content into a unified big screen
experience bringing us back into our living rooms. Social TV
examines the changing and complex television landscape and helps
brands navigate its many emerging and exciting marketing and
advertising opportunities. Social TV topics include:* Leveraging
the "second screen" to drive synched and deeper brand engagement*
Using social ratings analytics tools to find and target
lean-forward audiences* Aligning brand messaging to content as it
travels time-shifted across devices* Determining the best strategy
to approach marketing via connected TVs* Employing addressable TV
advertising to maximize content relevancy* Testing and learning
from the most cutting-edge emerging TV innovations The rise of one
technology doesn''t always mean the end of another. Discover how
this convergence has created new marketing opportunities for your
brand.
關於作者：
MIKE PROULX is a Senior Vice President and the Director of
Social Media at Hill Holliday, leading a team with a focus on
cross-channel integration and emerging media. He has spoken at
dozens of events and contributed to a number of publications
including BusinessWeek. He conceived, produced, directed, and
cohosted the TVnext Summit, which took place in early 2011 and
2012. You can follow Mike on Twitter at @McProulx. STACEY SHEPATIN
is a Senior Vice President at Hill Holliday and leads the national
broadcast buying and strategic media partnerships practice for the
agency''s portfolio of clients, including Dunkin'' Donuts, Chili''s,
RED, T.J.Maxx, Marshalls, Liberty Mutual, John Hancock, and
HomeGoods. She has won multiple awards for her work and creativity,
including the Advertising Age Media Maven award and MediaWeek''s
Media Plan of the Year.
目錄：
Preface ix Acknowledgments xi About the Authors xv Introduction
1
1 The Backchannel: Bringing the Social Conversation to the
Forefront 7
2 Social TV Guides: Curating Social Media for Content Discovery
33
3 TV Check-In Services: Creating Vertical Social Networks around
Television 57
4 The Second Screen: Enhancing TV with Synched Content Experiences
81
5 Social TV Ratings: Adding a New Dimension to Television Audience
Measurement 109
6 Bridge Content: Driving Engagement In-Between Episode Airings
133
7 Audience Addressability: Using Online and Direct Mail Targeting
Practices on TV 157
8 TV Everywhere: Watching TV Content Whenever and Wherever
177
9 Connected TVs: Blending Online Content with Television Content
203
10 Conclusion for Now: Connecting the Dots 227
11 To Be Continued ...: Filling in the Gaps 241 Notes 245 Index
259
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