86% of smartphone and tablet owners use their devices while watching TV (Nielsen/Yahoo, January 2011). For this reason, the twin engagement with social networks and TV was stated by Wired to be one of the main tech trends of 2011.
Social TV has become an important phenomenon – one with the capacity to radically overhaul the way in which we consume televisual content, and to transform watching television from an individual to a social experience; from passive to interactive, in other words. Every day, thousands of tweets, posts and status updates accompany the "Web 2.0" viewing of many TV programs.
For advertisers and media planners, social TV is an important new marketing channel, which allows companies to profile their targets and to reach them in a non-invasive way, without interrupting them; indeed, social TV makes it possible to engage with customers through affinity and shared values.
Against this backdrop, the use of tools to analyze and monitor social TV and the profiling of the target of each program constitute essential operations that have the potential to increase the ROI of advertising investments.
ICC Digital Media has been involved from the outset in the monitoring of digital media and has now implemented Social Media TV – a social TV analytics service designed to monitor in real time how viewers use social networks to interact with their favorite programs.
Read more: www.socialmediatv.it