Loneliness is a trend/affliction that is spreading, leading us to become more attached to our electronic gadgets. Entrepreneurs are taking notice and creating companies to combat loneliness by enabling social communication via new technology tools. Social communication has the potential to be the biggest upheaval in television broadcast since DVR.
What is Fueling Social Television?
Early Signs of Social Television
Ashton Kutcher has continually attemped to bridge Silicon Valley and Hollywood through his acting, investments, and Katalyst company. During a live west coast broadcast of Two and a Half Men, Kutcher held a live video chat with viewers all over the world. There was a quite astonishing response. And what an exciting opportunity for young fans all over the world to video chat with the star of the show as everyone was watching it? It was a great example of social television and highlighted the possibilities for publishers, viewers, and advertisers.
How will Social Television Affect Marketing and Advertising?
Television still controls the vectors of a pile of advertising dollars. But with more ads being skipped over by DVR, there needs to be a better way for advertisers to get value for their money. Social television is going to add an entirely new element to interactive advertising. Contextual and real time information are going to be a huge part of the power in advertising for social television. New technologies are begging to be created to better facilitate this communication between brand and viewer. As the tools progress, advertiser’s imaginations will run parallel.
Imagine you’re conversing with your friends about fashion trends showing up in The Bachelor. You mention you really like the brand of shoes the contestant is wearing. In the stream of your conversation comes a message from the shoe brand and a link to buy the shoe. No more searching; the links come to you. Discovery is going to be the next frontier for many start-ups, and social TV advertising won’t be a bit different.
We don’t know for sure how social TV is going to evolve. Lots of incipient notions and early-adopters right now. But, still, no standard. It isn’t a universally-adopted idea yet . This is still tip-of-the-iceberg meandering. But marketers and advertisers should start planning ahead so that they’ll not miss the boat, not fall behind as so many did with the advent of mobile.