Please explain why the following phenomenon / trend exists and what impact it has on...
Hello! Thank you for asking Wonder to explain why social is being integrated with TV commercials including which specific metrics and strategies have proven successful in social TV. The short version is that 64% of consumers visit a social media platform during a TV show and that TV ads drive one in five social media brand engagements. Despite most of the information being hidden behind paywalls, I searched deeper on the internet to find credible articles and reports with satisfying measures of growth and performance about how brands are integrating social with TV ads. Below you will find a deep dive of my findings.
To answer you request, I searched for case studies on successful social media integration with TV commercials. This search proved successful at finding the required information, but majority of the case study reports were behind paywalls. I continued with my search to include only publicly available results. I went ahead to examine leading industry reports, trusted media sites, forums, and marketing blogs, articles published by leading corporate websites, and specific case studies about successful social media TV ad campaigns and the performance tactics employed. After an extensive search, I was able to find some useful case studies that explicitly display the impact of social media integration with TV commercials.
According to eMarketer, TV spending will be over $72 billion in 2017 and remains an effective approach to reach a wider audience. TV ads are most effective when integrated with effective social and search tactics and ROI can only improve if the channels are integrated and not managed independently. Integration of social with TV commercials can be creative, funny, and inspirational or evoke other emotions that resonate with the audience. TV ads drive one in five social media brand engagements and brands have the potential of increasing their traffic by 20-30% as a result of TV ad buys. Brands can also get more engagement with paid social advertising and organic presence on social media platforms. Currently, over 8 billion videos are viewed monthly on Facebook and Snapchat. Facebook now includes fresh live video features such as a dedicated video tab on mobile to support live video streaming.
Social adds value to TV advertising and makes it more relevant via real-time interactions and insights as it allows viewers to engage each other and marketers can use social data to measure the impact of commercials. Social connects TV through common messaging and allows viewers and marketers to remain engaged through hashtags or discussions. As a result of social media, in 2016, decisions based on analytics climbed 22% from 2015, with 80% of brands able to show the impact of marketing spending. Social is pushing brands to reallocate budgets to platforms that deliver the reach and resonance of a TV commercial supported by the targeting and tracking of digital. Brands are now targeting platforms that amplify TV brand messaging and enlarge the value of TV ad investment, and that is social media.
TV ads create social engagement. According to a study conducted by 4C for Turner Broadcasting, Television advertising has a huge impact on social media. The study found that commercial Ads prompt viewers to interact with brands on Social media platforms such as Facebook and Twitter. The report mentioned that premium programming generates more engagement content. During the 6 month study of 26 brands, it was concluded that 1 out of 5 or 19.5% social media brand engagements were driven by TV ads. TV commercials during premium programming drove 4.5 times more social brand engagement.
JOHN LEWIS CAMPAIGN - THE MAN ON THE MOON
This campaign was teased via a Christmas TV spot eliciting a buzz on social media and online using the #manonthemoon and #onthemoon. While this commercial was launched before the main film debuted, the film was trending globally within 30mins with 35.3 views and 276k shares. This John Lewis campaign was echoed in the news as reaching the highest Christmas sales in history.
CITROEN INVITES FACEBOOK USERS TO SHAPE TV Ad
Citroën is permitting social media users to shape an upcoming TV ad, inviting them via Facebook Live to select which scenes appear in the finished ad. This happened between 7th September and 14th September 2017 on the car brand’s Facebook page. This is one of the few examples where the cross use of Facebook and Ads before the ad is even created. Users will be thrilled to see whether in the final ad their choices were selected.
TIME IS PRECIOUS CASE STUDY
Nike's TIME IS PRECIOUS campaign was targeted at people at home wasting too much time online, so they created ads to stop this habit. Nike went ahead a created short text-based contextual videos that spoil what viewers already knew will likely happen during a showing of The Walking Dead TV Show. The videos included a call to action at the end for activities such as going outside to walk or run. As a result, Walking Dead finale generated over 20 million views across platforms. It also broke Nike’s record for Twitter engagement at 44%. The campaign drove over 80 million views on TV and another 120 million on social corresponding to over 200 million disruptions. The paradox here is that by telling people they are wasting their time, people reacted with online engagement. Every message was personalized to the platform where viewers spent their time.
CALVIN KLEIN's #mycalvins
Calvin Klein's 2016 global advertising commercial featured the hashtag #mycalvins. The campaign originally launched in 2014 attracted almost 180,000 photos of users posing in Calvin Klein underwear on Instagram. The success of this campaign is attributed to the use of a combination of the hashtag and social influencers. The campaign was backed by both celebs, popular fashion bloggers, and personalities. The inclusion of a brand name into the hashtag also influenced its success.
HASHTAGS DIP 30% WHILE URLs REACH 41% IN SUPER BOWL ADS
Super Bowl ads are known to be king of social TV. Hashtags in Super Bowl ads slipped to 30% in 2017, overtaken by URL use in 41% of the Super Bowl commercials. Twitter was named the Most Mentioned Social Network (slightly edging out Facebook). Regarding percentages, out of 66 Super Bowl ads, 30% used hashtags, 41% used URLs, 5% twitter in ads and 4% facebook in ads.
GoDaddy's Good Morning ad personifies the Internet and targets Millennials and teenagers as well as Gen X. From the GoDaddy campaign we capture a few interesting facts that include:
-Best-ever 'new client' registrations and sign-ups on a Sunday
- Over 19 million video views of its teasers clips and Super Bowl ads across all social media platforms.
- Mobile traffic surged. 58% of web traffic during the ad came from tablets/smartphones
Another tactic that kept popping up in the course of the research is social media monitoring software such as Canvs, an emotional analysis platform. Canvs analyzes Emotional Reactions from viewers, which can disclose attitudes around certain characters, plotlines, and big moments during a broadcast or series. They map up to 56 unique emotion categories like "beautiful," "funny," "love,” “annoying,” “exciting,” etc.
To wrap it up, 64% of consumers visit a social media platform during a TV show, and TV ads drive one in five social media brand engagements. Thanks for using Wonder! Please let us know if we can help with anything else!