Who will win the war for eyeballs between TV and social media

December 3, 2012 Comments

Many people are wondering who will win the advertising war between TV and social media. It seems like TV is as popular as ever and yet so many people have their eyes glued to their Facebook, Twitter or Instagram accounts? So who will win? Which has more impact on sales and customer engagement ? Where should you put your advertising dollars?

The truth is that neither will win as they are very quickly merging to create what is called Social TV. Here are three ways that the TV and social media are merging and what it means for your business.

First, more televisions, Pay TV channels and mobile apps are providing smaller, second screens within the larger picture that allow you to make comments on what you are watching and to share these with friends. These second screens are important because they also allow you to buy what you see on the show and then share that purchase with friends and peers across social channels.

Second, more advertisers are starting to create their own shows much like there was in the 1950’s and 60’s and that’s partly because the cost of creating a high quality video shows is so low. For instance, McDonald’s just announced it will be creating its own content that integrates advertising that will then be shared across social channels.

Third, since viewers are how sharing what they buy across their own social media channels, there’s a new opportunity to not only make sales through second screens but also to have existing customers brings in new customers. This can be accelerated by making offers that customers can extend to their network that benefit them, their friends and your business.

So here are 3 keys ways that every small business owner can take advantage of Social TV to build their business:

1. Use product placement to allow customers to buy your products inside a program, webisode or branded content.

2. Leverage the cost efficiencies of digital content to make your own online program that features your products and services.

3. Create a social shopping experience that lets customers share what they bought with their own friends, family and colleagues.

This way no matter who wins the battle for customer eyeballs and advertising dollars between the studios, networks, Pay TV providers, Google, Apple, Hulu or a host of new players, you’ll stay touch in with your customers and leverage how they like to buy and share their purchases to build your business.

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  • Debby Major

    Great Article! I am inclined to agree. 

  • Simon Mainwaring

    Thanks Debby. The integration of the two will completely change the way we market. Exciting times.

  • Theresa Kim

    Agreed. Even more specific though… before it was advertising to your audience. Briefs called for “target audience… be specific.” Now it’s what is your target audience doing while they are viewing your ad? are they mindlessly watching the tube? let’s engage in them that way…. or are they interacting with their computer… let’s engage. So now not only do we need to figure out who they are… we now need to analyze specifically, what are they doing. how long have they been doing it? with whom?………… (so so so many more specific questions I can ask here)…. and THEN- what is the smartest way for said brand/ product to communicate with the audience. You gotta love the details, and know how to be even more insightful! God, I love this job!!!

  • Simon Mainwaring

    So agree Teresa. It’s multi-screen living which means multi-distraction and multi-tasking so it’s critical to know what they’re doing. It’ so challenging for brands to stay one step ahead of technology, behaviors and real time opportunities but I – like you – see it as an incredible rebirth of marketing from 2d engagement to 3d. Let’s hope we can keep up!

  • Matt Deatrick

     How did computers revolutionize our workspace? How much more did we communicate when we had the ability to make calls anywhere, at any time? What will happen when we can know everyone who buys everything we do and watches all the same shows, but lives on the other side of the country… or world? What is unique to SocialTV is one thing: not everyone facebooks, tweets, or youtubes… But everyone has or will eventually watch TV. What I love about this is that it has the possibility to put SMB reach at equal weights to corporate advertising budgets.

  • Simon Mainwaring

    Thanks Matt. yes, I agree the is huge opportunity for SMB and a leveling of the playing fields. It then throws the onus on small businesses to become better marketers across all media and that’s not easy. 2103 is going to be very interesting! Simon

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About Simon Mainwaring

We First training and consulting helps the world’s most innovative brands tell the story of the good work they do in ways that build their reputation, employee productivity, sales and social impact.

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