Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile

Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile
ISBN-10
1118239652
ISBN-13
9781118239650
Category
Business & Economics
Pages
288
Language
English
Published
2012-01-26
Publisher
John Wiley & Sons
Authors
Mike Proulx, Stacey Shepatin

Description

The Internet didn’t kill TV! It has become its best friend.Americans are watching more television than ever before, andwe’re engaging online at the same time we’re tuning in.Social media has created a new and powerful“backchannel”, fueling the renaissance of livebroadcasts. Mobile and tablet devices allow us to watch andexperience television whenever and wherever we want. And“connected TVs” blend web and television content into aunified big screen experience bringing us back into our livingrooms. Social TV examines the changing (and complex) televisionlandscape and helps brands navigate its many emerging and excitingmarketing and advertising opportunities. Social TV topics include: Leveraging the “second screen” to drive synched anddeeper brand engagement Using social ratings analytics tools to find and targetlean-forward audiences Aligning brand messaging to content as it travels time-shiftedacross devices Determining the best strategy to approach marketing viaconnected TVs Employing addressable TV advertising to maximize contentrelevancy Testing and learning from the most cutting-edge emerging TVinnovations The rise of one technology doesn’t always mean the end ofanother. Discover how this convergence has created new marketingopportunities for your brand.

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