If you’ve paid an exceptional amount of attention to the lower right hand corner of your TV screen while watching your favorite show, you may have noticed a rising trend in the display of Twitter hashtags. The intent of the hashtags is to create a social buzz around the show that you are watching by giving you a chance to interact in real time with others who are watching the same show. This phenomenon has been dubbed Social TV.
A few weeks back I attended an eMarketer breakfast in San Francisco that included a presentation on Social TV and examined the results of a survey on how marketers are integrating social media with programming and advertising.
Add to that these results from eMarketer research published this January on the TV-related activities of U.S. Internet users:
The eMarketer breakfast presentation also included exceptional Social TV examples from Capital One, Coca Cola, Hyundai, and Pepsi. I’m sharing the Capital One example because I think it truly showcases how social buzz can directly impact viewer engagement.
Capital One Social TV
Capital One ran a campaign during March Madness that encouraged fans to check in at the beginning of each game using Viggle, a social app that rewards users for checking in to watch TV shows. During games, the app delivered fun trivia about the game, and Capital One or general knowledge trivia questions to engage with viewers in real time.
Additional screens affect viewing behavior
Ad Age recently featured the findings of this Time Warner Research Council study on how an additional screen affects viewing behavior. According to the study, interacting with social media on a second screen makes viewers more engaged in programming than if they were watching alone without social media. Researchers used biometric monitoring and eye tracking to determine the behaviors of 126 Millennial viewers. Here are their findings:
So what do you think? Are you in the habit of using a second or third screen? Do you think marketers should pay close attention to this behavior in order to create more engaging campaigns? Comment below and share your thoughts.