Trendrr world summit_

Social TV World Summit @markghuneim

2012 State of the Social TV Landscape

Spring 2012 - Confidential © 2012 Wiredset LLC. All rights reserved. 2

Social TV is a transformative platform

Social TV is Transformative because of…


1. Natural User Adoption

2. Investment & Growth: Networks, Brands, Platforms

3. Social TV drives viewership to live TV

4. Evolution of Audience Measurement: Diaries –

Meters – Set Top Box – Social Data

5. Program-level Engagement to the Future of EPGs

6. Extends Ad Opportunities to Drive Branding and

Commerce

How will Social TV move through the Hype Cycle?


THE SOCIAL TV ECOSYSTEM 2011 - 2012


The Evolution of Social TV Analytics


Baselines

• Volume and Velocity

• Sentiment 1.0

Advancements

• Audience Influence

• Actionable Insights

• Trends and Themes

• Weighted / ACR

• Benchmarks and

Norms

• Television Classifiers

Correlation

• Predictive

• Establish Currencies

• Advertising Optics

Gartner: $3 trillion infotainment market by 2015


EPG + Social TV Data = New Discovery Experiences



Now Then Next

Trendrr.TV History


Trendrr.TV Overview: Highlights


• Processes and understands social TV

data

• Optimize programming, increase

engagement

• Developed by a team in and of the

media industry

• Focused on #socialTV for last 4 years,

Twitter Ecosystem Partner

• Currently working with over 50% of the

top 50 cable networks

• Media Partnerships: Ad Age,

paidContent, Multichannel News,

Mashable, Lost Remote

• Processing 5-10 million TV tweets/day

Analytics & Insights

Curation & Publishing

Trendrr.TV - Chart


Trendrr.TV – Show Dashboard


194% Increase in YOY Broadcast Primetime Social Activity


286% Increase in YOY Social Activity for NBC


The Voice was the driving factor

Traditional ratings may not tell the whole story…


The Voice has a greater social share-of-voice than ratings

share-of-voice


Which genres are the most social?


Social TV is transforming…production


Social TV is transforming…on-air / publishing


Social TV is transforming…marketing


Social TV is transforming…research


Social TV is transforming…advertising


Identify and measure brand

engagement opportunities

5 check-ins per day per

active user

93 minutes average per

session

Social TV is transforming…ad sales


Audience

engagement to

drive media value

AMC references

Trendrr.TV to cite

Walking Dead as

the “MOST

TALKED ABOUT

television show”

Social TV is transforming…advertising


• Targeting

• Branding

• Valuation

• Effectiveness

• Integration / Activation

Social TV is transforming…TV watching


• Discovery & Recommendation

• Personalized & Shared Viewing

• Deeper Interactive Experiences

• Redefined Companion Experiences

• Transmedia and Extended Narratives

Mapping Currency


Measures the

audience

reach of TV

programming

Measures the

engagement

of TV

programming

Now Next

Social TV


BRAND, USER and NETWORK OPPORTUNITIES

Social TV is a change-agent for how:


People

interact with

television

People

interact with

brands

Brands

interact with

the people


The brand opportunity is enabling

compelling user experiences.

Social data is the new creative

Billboard Latin Music Awards


+

2012 Oscar Social Leaderboard


VIDEO EMBED

+

Bravo Tweetracker


+

The X-Factor Finale Resonates Internationally


242 countries outside of the USA participated in the conversation

The X-Factor Finale Resonates Internationally


Trendrr.TV UK – Charts 5/11/12 – 5/17/12


Rank Show Title

1 Hollyoaks

2 Britain’s Got Talent

3 Doctor Who

4 The Only Way is Essex

5 Made in Chelsea

6 Once Upon a Time UK (Ch. 5)

7 The Voice UK

8 Celebrity Deal or No Deal

9 Jeremy Kyle

10 East Enders

Trendrr.TV UK


• The UK market favors reality programming

• Normalized for population, social TV activity in the UK is comparable to

the US

• Top UK markets: London, Manchester, Liverpool, Newcastle, Glasgow

• 80% in the UK access Twitter via mobile*

*Source: Twitter

Marketplace Challenges


Data

• Ratings

correlation

• Closed data

• Audience size

Marketplace

• Guidelines and

standards

• MSO/EPG

integration

• Scale

• Advertising

extensions and

acceptance

User

• Incremental

value

• Discovery

• Choosing apps

• Simultaneous

worldwide

release


Networks

• Narrative

• Engaging

programming

• Viewer

feedback

Brands

• Targeting

• Valuation

• Social

advertising

Users

• Meaningful

experiences

• Exposure to

talent

• Feedback

Opportunities


Social TV is the greatest, most transformative

opportunity in the next three years for the

television industry


Thank You

@markghuneim

[email protected]

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