Updated: In a social TV world where check-ins can be made by anyone, there are still a few handful of publishers that provide TV journalists and experts that review, report and editorialize what’s worth watching and what’s not. Zap2it.com is one of these sites, published by Tribune Media Services, and it describes itself as “what to watch,” and “where to watch it.”
Through partnerships and integrations with SocialGuide, check-in functionality, Facebook commenting and creating branded opportunities like “Most Social TV Show Now,” Zap2it is paving the way for how online publishers covering entertainment need to embrace social TV to keep up with and curate the right content from the social web. We spoke with Rebecca Baldwin, Vice President and General Manager at Zap2it about their recent success.
Lost Remote: How has Zap2it been getting sponsors/advertisers excited about social? What are some examples?
Rebecca Baldwin: Our observation is that there’s already a high level of excitement among advertisers over social. That said, Zap2it’s Ad Sales team has been getting our endemic tune-in clients even more excited by staying on top of developments in the fast-moving space and sharing what we think is the most useful and relevant information to them. Things like Nielsen’s study correlating an increase in social media buzz volume to an increase in show ratings. Our philosophy is that if we can be collaborative and act as a great marketing partner, we provide more value. This is what will ultimately help us become the “must-buy” TV site for marketers that need to drive program viewership.
Specifically, we’ve done a good job creating new opportunities for our advertisers connected to social-oriented product enhancements. For example, before we unveiled SocialGuide modules on Zap2it, we were in conversation with an advertiser that needed to align with social media conversations around shows. This led us create a brand new sponsorship of the “Most Social TV Now” list featured on our home page. This module powered by SocialGuide data summarizes the shows people are buzzing about most in real-time on Twitter. By helping the advertiser present the content to Zap2it’s audience of TV fanatics, we helped them build an association with social TV buzz. And help get their programming into the conversation along the way.
LR: What are your thoughts on social TV?
RB: We’re big believers in the ability of social media to connect TV fans to friends and fellow fans and also to aid in the discovery of TV that’s worth watching. The fact that it can enhance the consumer’s viewing experience, maximize engagement with content and also move the needle on TV viewership makes it an imperative for all parties. So we’re definitely bullish on social TV. This year, we’ll be doing a lot of product development work to integrate with social networks and facilitate conversations around TV.
LR: How has social helped you convince advertisers to buy into your offerings?
RB: Several factors have contributed to Zap2it’s big growth over the past year and our edging ahead of TV Guide in November: outstanding original editorial content that resonates with a young, socially connected audience; social features such as our SocialGuide modules, Check-In functionality and Facebook commenting; partnerships with complementary niche sites such as TV By the Numbers; and the best TV listings interface displaying the best TV data from TMS. Big product enhancements around the corner such as social rewards tied to TV viewership will bring even more growth and engagement.
By sharing with our advertisers everything we know about social TV, developing social-oriented product enhancements for the benefit of our readers, and creating new advertising/sponsorship opportunities tied to those enhancements, we’re providing solutions that help them achieve their marketing objectives. When our advertisers enjoy success, that’s the ultimate justification.
(Editor’s note: In our original story, we reported that Zap2It announced that their traffic passed rival TVGuide.com in November, according to Comscore. TVGuide.com disputed the claim. We contacted Comscore and discovered both are right: when looking at the Zap2It network, it surpassed TVGuide’s network in traffic. When looking at the site level — without other sites rolled into the networks — TVGuide.com surpassed Zap2It.com in November.)