This week kicked off TV’s award season with the People’s Choice awards taking place and Golden Globe nominees being announced. And it’s a perfect storm for social TV apps and brand marketers. Social TV apps allow viewers to have a richer viewing experience, tapping multiple screens and social media to participate in a show with a community of other viewers, fans and even celebs weighing in as shows unfold.
Here are three apps we’ll be test-driving during this season as they offer brands new ways to engage with their consumers, as well as a whole new level of data to measure how content is performing.
Zeebox is billed as a TV Sidekick that makes viewing “social, clever and fun.” And with one million downloads in three months, it’s popular too. By integrating your Facebook account, you can see what your friends are watching, share what you’re watching and create a curated view of TV programming based on all of your social data. It also provides more information on the shows, including tweets and other content. And, if your TV’s high tech enough, Zeebox can even serve as your remote.
IntoNowfrom Yahoo is positioned as a TV companion and is comparable to Zeebox in some ways. In addition to flowing in social content and related information based on the program being watched, it also has group chat capabilities. IntoNow also taps into photo sharing with its “CapIt” feature. Viewers can send friends screen grabs from a show with their captions superimposed on the image.
Viggle incentivizes consumers to track their TV viewing habits through their app. This helps viewers acquire points they can redeem for rewards, experiences or charitable donations.
And Viggle’s acquisition of the more popular Get Glue brings a bigger audience to its rewards program. The end result is more opportunities for brands integrating with the platform. UPDATE: The acquisition is not going through. As a result, either app is a solid choice for the consumer, but Get Glue’s audience makes it of particular interest to brands.
The Year of Social Data
Some are calling 2013 the year of social TV, but I think the space is still maturing. Clearly more viewers will create multi-screen habits, whether its through one of the apps above, platforms like Twitter, or even apps from specific networks and programs.
The bigger opportunity, and the reason to get involved now with social TV, is how brands can use the social data all of these apps are bringing them to guide media decisions and other pieces of their business. Too much social data is very siloed and used only to measure social actions. But taking that data and applying it with other data streams to learn something new about the consumer? This is where the data’s logic can find real magic.
Media Is Power writer Lindy Sieker contributed to this story. Lindy Sieker is also a senior broadcast specialist at Empower MediaMarketing
Image via FastCo.Create