Did you expect that social media will harm TV advertising? Mistake! A new study by BI Intelligence explore the latest trends and demonstrated that social marketing can actually support TV advertising.
Viewers are fond of using social media while watching TV. They talk about what they are watching. These chats continue even after the broadcasting is over and take a considerable share of the time spent online. Therefore, it is possible to influence via social media how much time people spend watching TV and what they watch. This way, a new medium is created - a social TV.
Annually, worldwide television advertising spending reaches $ 350 billion. If it can be further streamlined by social media, the social TV represents a new opportunity for marketers and advertising agencies.
Social TV can be used in many ways - from supporting advertising sales, optimization of TV ad buying, improved audience measurement, to real-time optimization. Another opportunity is the availability of focus groups that viewers on social media easily replace. Advertisers get feedback online and campaigns can be customized.
So far, the most popular social media to support TV advertising is Twitter. However, all the major social media are successfully supporting TV ads. The reason for the success of Twitter is its open data, and therefore, easier targeting of viewers.
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