Info-Currents July Issue: Online Video Kills VOD, Amazon Gallery, Social TV Buzz

Emerging trend: Budding group of tablet owners choose programming based on social media updates. According to newly released cross-platforms research from Nielsen, 15 percent of tablet owners have watched a TV program upon reading about it in social media. Meanwhile, some 13 percent have made an online purchase related to the program.     

Implication: TV and digital platforms’ relationship can be a two-way stream with effective programming that has digital and social extensions.

Action: Keep a close eye on program-related buzz levels. Those programs that get traction in social media can draw bigger audiences through aptly placed social engagements.

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Emerging trend:  On-demand TV services are losing blood to online TV content.

Implication:  As online TV channels extend programs and movies’ lifetime, studios will swap VOD royalties with newfound digital ad dollars.

Action: Create new ad spaces and build on box-office success--continue the plotline online and feed fan communities.

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Emerging trend: Amazon is to launch an online gallery. The e-retailer has been meeting with large and small galleries.

           

Implication: Similar to the way it re-shaped the book market, Amazon is likely to offer an alternative to galleries’ stronghold in the art market. A ranking system can give artists new currency to pitch their work.

Action: Seize advertising opportunities on the new platform to reach arts and entertainment oriented mid- to high-income segments.

Info-Currents January Trends: Smart Online Calculators and Social TV Guides

I shared the following trends earlier in the month with my Info-Currents subscribers. Enjoy!

Emerging trend:  Smart online calculators will coach increasing number of users to estimate outcomes of their life events or work-related decisions. 

Implication: Immediacy in access to online information has increased our expectations to find answers to complicated questions such as ‘How much should I pay for a mortgage?’ or ‘How many people can I reach with this message?’ While providing estimates only, calculator apps can shorten time to insight.

Action: Creating customized calculators for your web site can take considerable resources. Increase site stickiness and sharing by white labeling calculators created by utility marketing shops such as Useful Ideas.  

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Emerging trend: As indicated by Instagram’s change of privacy policy, social businesses’ need to monetize will reduce consumers’ content ownership rights. 

Implication: Consumers will need to gain an understanding that what’s posted – in private or public accounts – can be up for grabs by Facebook and other mega platforms. Upon news of changing privacy policies, people will curb sharing habits briefly. Most will continue to socialize online, perceiving the benefits of social connections as more than the risk of being publicized.

Action: Be transparent in communicating how your business intends to use ‘consumer data.’ Make this information accessible and understandable, to earn trust and grow business.

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Emerging trend: Twitter-based social TV guides will give consumers more ways to find out about new shows and choose programs.

Implication: Online chatter about new shows, premiers and plot twists will increase, giving content providers more ways to tap into audience excitement with social engagement tactics.

Action: When evaluating branded programming, product placement or traditional TV advertisement plans, review social activity around the show. You may discover additional value from hyper social TV users who are likely to influence their peers’ purchasing decisions.

 

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Info-Currents December Trends: Unlikely Financial Service Players, App Games and Social TV

Emerging trend:  Digital giants are getting into financial services. Google credit card is an example.

Implication: Connecting search and payment data will make Google even a stronger advertising platform.  

Action: Consumers will need to be even more cognizant of privacy issues. As a business, look for more creative and targeted search ad products from Google that are based on consumers’ spending habits. 

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Emerging trend: App-based games are making parents think twice about game consoles as gifts.

Implication: Game developers will weigh on content and experience differentiators to justify price.

Action: Ask for demographic and usage information when planning for immersive, branded gaming experiences. Popular downloads may not be as targeted as n established console players.

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Emerging trend: The old fashioned TV relation, where the viewer has a solo connection to characters in a plot, is changing as Twitter networks become default TV companions.  

Implication: Social TV audiences dish a wealth of information about shows, advertisements and brands as they chat about their likes and dislikes.

Action: Offer branded experiences and purchase incentives to Twitter-engaged TV audiences. Gather clues about what make audiences tick and use these insights to create content that resonates.

 

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