Nielsen to Track Amazon and Netflix

Streaming content has shifted the way we as consumers, and marketers, consume television and syndicated content. To show the staying power of streaming content, Nielsen announced that they will begin to measure premium streaming video TV programming from Netflix and Amazon starting next month.  The Nielsen tracking of SVOD (subscription video-on-demand) programming will be done through audio. Plus, it will not be accessible on mobile.  

With this integration, advertisers and content creators will be able to look at their programs and see how streaming content is impacting viewership. This means, that until next month, networks and content creators did not have true understanding to how their videos performed across these platforms.

Some details on this update are below:

·         Nielsen will analyze this content without the cooperation of streaming services.

·         The programming that is measured will come from, and be available to, existing Nielsen clients.

·         To date, subscription video-on-demand services have declined to publicly disclose their viewership.

For more information, click here and here.

Key Moments in Social Media

After a great Social Media Week panel with the likes of Social Code, Livestream and BuzzFeed, we heard a lot of the same stuff: 

Social TV is not going away. Users are engaging with live TV events (like Super Bowl, award shows, sports, etc) while on social within their mobile devices.

• We should be selective for the events in which we engage on live events
• For Example:  Pepsi only held a live event war room for the Grammy’s and Super Bowl as they have a larger presence for these events. It gives them more of a reason, and more content to work with, when engaging on these programs.

Listen to, and think like, Customers:

• Become more “Data Driven” but with the right data points based on campaign KPIs
• Continue to join existing conversations, rather than creating your own so we can become a part of the community
• Evaluate if you would share your branded content as a user first - if the answer is no, don't publish it!

But, some information is nice to hear again as a reminder for brands: 

Think moneyball strategy for content strategy with 3 types of content:

• Evergreen strategy: maintain the “always on” organic posts that support the brand and marketing goals (long tail)
• Seasonal strategy: Layer in relevant content to join the existing conversations
• Real-time integrations: Plan around a tent-pole moment and react to real time moments (like Sponsorship opportunities)

Content has a shelf-life. Revisit it and repurpose it when we can:

• Think about the platform shelf-life:
• Twitter = 2-3 days
• Facebook = 5-7 days
• Instagram = 5-7 days
• Pinterest = 60-90 days
• Some evergreen content can be repurposed – evaluate how to optimize and bring back to the platforms especially if the content worked well the first time

Follow me at @CourtRache for some more live moments for the last day of SMW!