该面板 Looks at the Next 12 Months of Social TV
结束了 社交媒体周 在纽约市, which means an end to the scores of discussions that have been taking place around town on all manner of social networking intersections -- at least until the next 社交媒体周 in September. 周三, advertising agency Digitas hosted a panel discussion looking at the next 12 months of social TV, 与来自 微软, 布拉沃, 失去了远距离E参加.
Impressed by the possibilities of two-way television, which lets viewers interact in a natural social way with content on the screen, 格雷格•里维拉, senior director for 微软's Xbox advertising sales, told how his company had created interactive Kinect experiences with Sesame Street and National Geographic that got kids and adults off the couch. Interactive content needed to go even further, 他建议, looking to a day in the near future when viewer votes could influence the outcome of a TV show.
Commercials would also benefit from two-way interactive elements, Rivera said. TV advertisers are now trying to get their on-screen commercials more interactive, to divert viewer's attention from increasingly popular second screen devices.
Rivera also sounded a cautionary note that technology alone wouldn't bring broadcasters and advertisers the kinds of results they're looking for; they also need strong content. Marketers want to reach people while they're in a certain mindset, not just watching a certain show, 他说.
"Technology for technology's sake doesn't do a whole heck of a lot," Rivera added.
"You have to be willing to take risks,丽莎·夏催促道, executive vice president for 布拉沃 Digital Media. “关注用户." She noted that 布拉沃 had experimented with a variety of social promotions and not all of them worked out (such as one that used crowdsourcing). Echoing Rivera's thoughts on technology for technology's sake, she declared that social TV needs to have more meaning.
Looking ahead, Hsia was optimistic about what mobile devices would bring to social TV.
"The growth of mobile is humongous," Hsia said. The area is seeing triple digit growth, although mobile advertising wasn't keeping up. That had better change, s他说, "or else we're going to be in deep doo doo."
Much of social television happens when the TV is off, 纳坦·埃德尔斯堡说, staff writer for 失去了远距离e. "The real social TV is happening in the huge amounts of fake accounts," 他说, such as 现代宋飞 在推特上. Fans are creating viewer art and posting it on Tumblr and Reddit, 他说, adding that they're not creating those works during the time that the show is on.
As the hour-long discussion ended, some in the audience stuck around for wine and cheese, but most dashed off for the next 社交媒体周 event.
Natan Edelsburg, 格雷格•里维拉, Lisa Hsia, with moderator Jordan Bitterman of Digitas.
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