| Titre : | Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile | | Type de document : | texte imprimé | | Auteurs : | Mike Proulx, Auteur ; Stacey Shepatin, Auteur | | Editeur : | Oxford [Grande-Bretagne] : Wiley-Blackwell | | Année de publication : | 2012 | | Importance : | 272 p. | | ISBN/ISSN/EAN : | 978-1-118-16746-5 | | Prix : | 15,-€ | | Langues : | Anglais | | Catégories : | DROIT
MEDIAS: COMMUNICATION & JOURNALISME - Aspects généraux
| | Tags : | communication médias télévision internet mobile réseaux sociaux TIC sociologie | | Index. décimale : | 004.6 Interfaces et communication | | Résumé : | Présentation par l'éditeur :
"The Internet didn’t kill TV! It has become its best friend. Americans are watching more television than ever before, and we’re engaging online at the same time we’re tuning in. Social media has created a new and powerful “backchannel”, fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience television whenever and wherever we want. And “connected TVs” blend web and television content into a unified big screen experience bringing us back into our living rooms. Social TV examines the changing (and complex) television landscape and helps brands navigate its many emerging and exciting marketing and advertising opportunities.
Social TV topics include:
- Leveraging the “second screen” to drive synched and deeper brand engagement
- Using social ratings analytics tools to find and target lean-forward audiences
- Aligning brand messaging to content as it travels time-shifted across devices
- Determining the best strategy to approach marketing via connected TVs
- Employing addressable TV advertising to maximize content relevancy
- Testing and learning from the most cutting-edge emerging TV innovations
The rise of one technology doesn’t always mean the end of another. Discover how this convergence has created new marketing opportunities for your brand."
Source : http://eu.wiley.com (Consulté le 30/12/2014) | | Note de contenu : | TABLE DES MATIÈRES :
Preface / Acknowledgments / About the Authors
Introduction
Chp.1 - The Backchannel: Bringing the Social Conversation to the Forefront
Chp. 2 - Social TV Guides: Curating Social Media for Content Discovery
Chp. 3 - TV Check-In Services: Creating Vertical Social Networks around Television
Chp. 4 - The Second Screen: Enhancing TV with Synched Content Experiences
Chp. 5 - Social TV Ratings: Adding a New Dimension to Television Audience Measurement
Chp. 6 - Bridge Content: Driving Engagement In-Between Episode Airings
Chp. 7 - Audience Addressability: Using Online and Direct Mail Targeting Practices on TV
Chp. 8 - TV Everywhere: Watching TV Content Whenever and Wherever
Chp. 9 - Connected TVs: Blending Online Content with Television Content
Chp. 10 - Conclusion (for Now): Connecting the Dots
Chp. 11 - To Be Continued . . .: Filling in the Gaps
Notes / Index
|
Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile [texte imprimé] / Mike Proulx, Auteur ; Stacey Shepatin, Auteur . - Oxford (9600 Garsington Road, OX4 2DQ, Grande-Bretagne) : Wiley-Blackwell, 2012 . - 272 p. ISBN : 978-1-118-16746-5 : 15,-€ Langues : Anglais | Catégories : | DROIT
MEDIAS: COMMUNICATION & JOURNALISME - Aspects généraux
| | Tags : | communication médias télévision internet mobile réseaux sociaux TIC sociologie | | Index. décimale : | 004.6 Interfaces et communication | | Résumé : | Présentation par l'éditeur :
"The Internet didn’t kill TV! It has become its best friend. Americans are watching more television than ever before, and we’re engaging online at the same time we’re tuning in. Social media has created a new and powerful “backchannel”, fueling the renaissance of live broadcasts. Mobile and tablet devices allow us to watch and experience television whenever and wherever we want. And “connected TVs” blend web and television content into a unified big screen experience bringing us back into our living rooms. Social TV examines the changing (and complex) television landscape and helps brands navigate its many emerging and exciting marketing and advertising opportunities.
Social TV topics include:
- Leveraging the “second screen” to drive synched and deeper brand engagement
- Using social ratings analytics tools to find and target lean-forward audiences
- Aligning brand messaging to content as it travels time-shifted across devices
- Determining the best strategy to approach marketing via connected TVs
- Employing addressable TV advertising to maximize content relevancy
- Testing and learning from the most cutting-edge emerging TV innovations
The rise of one technology doesn’t always mean the end of another. Discover how this convergence has created new marketing opportunities for your brand."
Source : http://eu.wiley.com (Consulté le 30/12/2014) | | Note de contenu : | TABLE DES MATIÈRES :
Preface / Acknowledgments / About the Authors
Introduction
Chp.1 - The Backchannel: Bringing the Social Conversation to the Forefront
Chp. 2 - Social TV Guides: Curating Social Media for Content Discovery
Chp. 3 - TV Check-In Services: Creating Vertical Social Networks around Television
Chp. 4 - The Second Screen: Enhancing TV with Synched Content Experiences
Chp. 5 - Social TV Ratings: Adding a New Dimension to Television Audience Measurement
Chp. 6 - Bridge Content: Driving Engagement In-Between Episode Airings
Chp. 7 - Audience Addressability: Using Online and Direct Mail Targeting Practices on TV
Chp. 8 - TV Everywhere: Watching TV Content Whenever and Wherever
Chp. 9 - Connected TVs: Blending Online Content with Television Content
Chp. 10 - Conclusion (for Now): Connecting the Dots
Chp. 11 - To Be Continued . . .: Filling in the Gaps
Notes / Index
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