23 September 2012 - Leggi in italiano
Social TV doesn’t mean twitting while watching a tv show, it’s a whole new ecosystem, a playground where the rules of content production and design, distribution and consumer/brands interaction are going to be totally rewritten. How online video is involved in this new environment?
In an interesting post on paidcontent, Jeff John Roberts describes how ad agencies are simply duplicating with online video the same 15/30 sec video ad approach implemented in linear tv. Jeff quotes Shiva Rajaraman, YouTube’s director of product management:
Many conventional constrains of video advertising — especially the 15 or 30 second time limits — are artificial and dictated by the structures of traditional TV. But in the online digital environment, many of those conventions don’t apply and there is endless opportunity for new types of creative ads.
Every new Social TV pattern, particularly the more elaborate approach of second screen apps, is already experimenting original forms of brand content integration – two great and successful examples are Lexus’ Suits Recruits with tv show Suits and Hyundai Undead with The Walking Dead. Apparently, the two screen approach (linear tv for viewing and smartphone/tablet for interacting) is so new that advertising agencies need to experiment new brand presence solutions: they just can’t drop a video ad because there’s no actual place to drop it.
So what’s happening is that Social TV is opening an untracked path, showcasing real, working solutions that put together traditional content, compelling interactive content, and social engagement with gamification. It would be no wonder if analogue solution will soon be experimented in online video, in single-screen or dual-screen fashion, maybe integrating product recognition solutions like Veenome with synchronized transmedia content.
All in all, which video viewer wouldn’t prefer to interact with (branded) content instead of going through non related video ads before watching the content?