Programmers are exploring new ways to plan video and social TV across screens to drive consumer reaction thanks to a host of new technology vendors, says Lisa Giacosa, SVP Global Social Media Director and Global Video Lead at Starcom MediaVest Group, in an interview with Beet.TV at the Beet.TV executive retreat.
Vendors she is keen on include TasteMade, Never.no and Zefr. The goal with these tools is to drive social TV and real-time content creation.”We are looking at how to bring in real-time engagement and conversation and bring video back into the broadcast stream,” she explains.
TasteMade helps consumers produce professional-looking content related to food, but the technolgoy also searches YouTube and the Web for consumer-created cooking shows and food shows that a brand might want to become involved in. “They are kind of facilitating user-generated content that looks more professional and I think we will work with them to create deeper content for our brands as well,” she tells Beet.TV. Another tech vendor to keep an eye on is Zefr, which has a video fingerprinting technology that can be used to identify any content that mentions a brand, she says.
Brands are mining both consumer content and consumer conversations more frequently. As an example, “La Voz” on Telemundo (the Spanish version of The Voice), integrated real-time social conversations about the reality singing show into the broadcast stream. Look for more of these partnerships as agencies and brands aim to mine social video and social analytics to feed broadcast programming, Giacosa say.