Electronic Retailer - February 2012 - (Page 28)

DR Disruption Social and Over-the-Top television are revolutionizing the way people view and interact with content across platforms and networks. Direct marketers must learn these new trends if they hope to survive TV’s brave new world. BY SARAH SAIN in today’s evolving television landscape. Social television and Over-the-Top (OTT) TV are relatively new trends that could have lasting implications for how the DR industry markets products. But what exactly are social and OTT television, and why should DR marketers pay close attention to these new technologies? REVShare CEO Brendan Condon, Direct Impact Group President Andrew Gordon and Interactive Television Alliance President Ben Mendelson recently sat down with Electronic Retailer to discuss these trends and explain what they could mean for TV viewers and direct marketers. a 28 Ask any five people how they most often watch television, and you’re likely to get five different answers. One person pays for and watches traditional cable at home, while another subscribes to Netflix and watches over his Xbox. A third person views Hulu Plus over a streaming player connected to his flatscreen, and a fourth buys shows over iTunes to view on her iPad. Finally, the last person uses her laptop to see full episodes online. As new trends and technologies emerge, consumers are changing the way they view and interact with content across a range of platforms. Gone are the days when the family gathered around the one household TV to watch a live program in primetime. Today’s viewers want to watch their favorite shows when they want, where they want and how they want. Content providers, advertisers and direct marketer must learn to connect with viewers across a variety of touch points if they hope to survive and thrive What are Social and OTT TV? Traditional television was created to be a social experience, Gordon says. When TVs were introduced in major cities, some of the first sets were located in bars so crowds of people could watch sporting events. When television sets made their ways into individual DR Disruption – What You Need to Know About Social and Over-the-Top TV Join ERA President and CEO Julie Coons at 4 p.m. Tuesday, February 28 at The Great Ideas Summit 2012 as she moderates the Keynote Presentation with leading experts Brendan Condon of REVShare, Andrew Gordon of Direct Impact Group and Ben Mendelson of the Interactive Television Alliance. The panel will examine social television and over-the-top TV and how marketers can leverage these evolving technologies to not only take their marketing to a higher level, but also to broaden their audience reach. electronicRETAILER | February 2012 http://www.electronicretailermag.com

Table of Contents for the Digital Edition of Electronic Retailer - February 2012

Calendar of Events - Upcoming Industry Events February through May
Your Association, Your Bottom Line
Industry Reports - Connect, Collaborate and Discover with MyERA
FTC Forum - Where the FTC Says Facebook Went Wrong
eMarketer Research - Who is the U.S. Hispanic Market?
IMS Retail Rankings - The Top 25 Shows and Spots
Jordan Whitney’s Top Categories - The Top 5 Shows and Spots and the Top 3 Categories
Lockard & Wechsler’s Clearance & Price Index - Index for 30, 60 and 120 Seconds
Ask the Expert - Who Says Kids’ Products Don’t Sell on DRTV?
From the Executive’s Desk - Create the Complete Package
DR Disruption
Bienvenido a Miami!
Interactive TV: Just a Click Away
What Your Consumer Says About You Matters
Guest Viewpoint - For Hispanic Vote, the Campaign is On
Guest Viewpoint - Own Your Own Online Media
DRTV - Supporting Retail: Is This the Answer?
Fulfillment - Are You Delivering a Great Customer Experience?
Teleservices - Stop Losing Thousands of Leads
Member Spotlight
Advertiser Spotlight - Highlighting This Month’s Advertisers
Bulletin Board - DG and Discovery Launch Digital Distribution System
Advertiser Index
Classifieds
Rick Petry - MINI Me

Electronic Retailer - February 2012

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