February 08, 2013 - Comments Off on New marketing buzzwords for 2013 – what is Transmedia TV?

New marketing buzzwords for 2013 – what is Transmedia TV?

At this time of year we’ve all been swamped with ‘Must Have Digital Trends for 2013’ – usually all replicating the same themed content – which is a trend in itself. However, when scouting the web, I stumbled across some 2013 Digital Trend content that grabbed my attention straight away.  Digital Predictions for 2013 , created by @Millward_Brown  – the global research agency for advertising brands – was refreshingly easy to read through.  The article is helped by a neat little ‘data visualisation’  that makes it  memorable and is clearly another trend in itself for 2013!

The Millward Brown article talks about all sorts of interesting stuff – from Facebook monetisation, and subscription only news sites to ‘omnichannel marketing’ – a new marketing buzz term. I could talk about and pass comment on all of these areas for hours.  For the purposes of this blog though, I thought I’d just focus on the area that’s closest to my own online behaviour: The Evolution of Social TV!

Far from killing TV, our online addiction is actually mirroring our consumption of television, with reports from the end of 2012 pointing to a massive 85% of us using a second screen device whilst propped up on our sofa. Sound familiar?

Nearly two-thirds of us are watching our TVs whilst chatting to our Facebook friends at the same time and tweeting with show hashtags to the Twitter universe. Not surprisingly, TV production companies have embraced this culture and many channels have worked their schedule around ‘engaging content’ that viewers can share and discuss online, with the hope of driving new audiences and bringing us back to watch and join in the fun ‘live’. But is it possible for broadcasters to provide their advertisers with real hard evidence that viewers are still paying attention?

Research from Thinkbox aims to provide the advertising industry with insight into multi-screen viewing. Whilst the research may show that we’re now less likely to nip to the kitchen to stick the kettle on during a Corrie ad break, is it possible to actually show whether we’re watching TV or reading Twitter?

We love responding to these shows live, voting on apps, polls, pausing and snapping exclusive content to share on our smartphones.

Critics of second screening argue that Transmedia content has meant that we’re not really paying attention to our TV’s anymore. We’re just using the content to spark conversation on a second screen, and as a result not engaging fully in the show.  Our recent research into online behaviour during Channel 4’s new ‘transmedia’ drama Utopia, shows otherwise – Twitter activity actually peaked during the ad breaks, demonstrating that the fanbase were actively tuned into the content of the show,  and suitably inspired to discuss it between the ads. Perhaps advertisers need to look into engaging with their audience in non-traditional ways, using the social sphere as a backdrop. Channel 4 demonstrated commercial value to Mothercare in getting involved in all the  Twitter chat during their reality TV documentary One Born Every Minute.

Driving the consumer journey from TV to online to connect and conversion.

Millward Brown’s predictions for social TV shows that as we continue to consume TV content more and more passively (or on catch up), broadcasters and advertisers will be challenged to bridge the disconnect from mobile and tablet to TV by creating content that the viewers can feel they have an influence over; in script twists and viral ad teasers.

Coca Cola achieved a massive 11 million hits to their website from their Super Bowl ads, allowing viewers to vote for their favourite Coke character shown during the ad breaks, thus paving the way in using second screen to supplement TV viewing, and creating a more immersive TV experience. This strategy encourage  7.3 million plays of the online game during the Super Bowl .But can disrupting the enjoyment of the live game actually damage a brand? The ad achieved the highest online viewing figures for a Coca Cola advert, 1.7million more than their Christmas Polar Bear ad. However, it received mixed reviews from viewers and was eclipsed by Pepsi’s parody clip.

The prediction is that ‘Transmedia’ tailored content is undoubtedly a term we can expect to see trending in our TV schedules in 2013. But what is the next chapter in the Evolution of Social TV?

With telly addicts now downloading US TV drama for free before it airs in the UK, can we expect to see more exclusive online only content – such as Kevin Spacey’s new ‘House of Cards’ – streamed only on Netflix?  Will you be watching?