These days brands must move at a blistering pace to keep up with consumers. Look no further than the fierce and hyper-competitive telecommunications industry to find brands moving rapidly to gain an advantage. Take, for example, Verizon who recently signed Ricky Gervais to debunk its competitors’ ads.
To operate in such a landscape, brands require solutions that help them understand the competitive landscape and how consumers are responding in near real-time. Examining the interplay between TV and social media, 2 of the most synchronous media channels, is a great place to start. Our research with Turner found that TV advertising is the second largest driver of social engagement.
By connecting datasets from TV and social media, brands can gain powerful insights about their advertising, enabling them to be responsive to consumers and shifts in the competitive landscape.
Overlaying TV ad occurrences and social engagements for telecommunications brands, reveals a strong correlation between advertising time and social media engagements through the first third of the 2016.
Brands can leverage multi-screen data such as this to understand the creative and placements that are driving the highest consumer response.
This year, T-Mobile has been especially effective at generating a strong consumer response from their TV advertising. Per advertising minute, T-Mobile has generated an average 24.8 social media engagements across Twitter and Facebook. It was T-Mobile’s Super Bowl commercials featuring Drake and Steve Harvey that drove the highest social responses.
To compete in today’s landscape, brands need to keep pace with consumers who have come to demand instant gratification. That means accelerating insights and leveraging solutions that provide an understanding of behavior on all sides of the screen.