By Levi Shapiro*
Nielsen has made it official- Multi-tasking across screens, particularly while watching TV, is
now the norm. With US Smartphone penetration on pace to reach 80% next year (Asymco)
and 2012 tablet sales of 136 million units, the era of Social TV has arrived.
A good example is the UK, where 40% of Twitter traffic during peak time is about TV
programs. Two resources released this month, a twenty page booklet (https://tweet.twitter.com/
TVbook) (available with registration) from Twitter and an infographic from Uberflip, suggest
that social TV viewing and multi-tasking has already changed the TV business model.
Maintaining engagement with consumers while they are on Facebook (Coca Cola, MTV,
Disney, Red Bull, Comverse and Starbucks each have more than 33 million Fans is a good start but may be missing the point.
American consumers spend 3x the amount of time watching television. The question brands need
to answer in 2013 is “What’s Your Social TV Strategy?”
* Levi Shapiro is a Professor in IDC’s Media Innovation Lab and organizer of the Ad:Tech Social Summit (www.adtechsummit.com), February 12th in Tel Aviv. He works with media and technology companies from Tokyo to Tel Aviv and is a regular columnist at the Jerusalem Post.
During a 20 year career inmedia and technology, including 7 years in Asia, Levi launched new business units(IBM), new products (Toyota) and new startups (TwoMinute Television, Snack Mobile, etc).
He teaches Entrepreneurship and Mobile Marketing as an Adjunct Professor at IDC Herzliya, serves as Mentor in Residence for The Hive accelerator and writes a bi-weekly column about digital media and technology in the Jerusalem Post called "Unleavened Media ".
Mr. Shapiro is a graduate of Tulane (BA), Cornell (Asian Studies) and MIT (MBA)
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