The Drum’s ‘Prediction Preview with MTV: Social TV & Video in 2016’ panel saw execs from Viacom, social media agency 1000heads, and analytics firm Socialbakers discuss what to look out for next year as advertisers and publishers try to keep up with cord cutters who are changing the way we watch content.
Moderated by The Drum’s Found Remote executive Natan Edelsburg, the panelists discussed the trends they’re expecting for next year as well as what they’ll be keeping their eyes peeled for.
Michael Cree, community director at social media agency 1000heads, said he’ll be keeping a close watch on Twitter. The platform has struggled to remain relevant in the face of newer apps like Instagram and Snapchat but is popular among TV fans who like to live-tweet during shows and engage with cast members.
“I’m looking to see how Twitter reacts to 2016 after what was a pretty bad 2015,” he said, adding that the social platform hasn’t progressed in the way it had hoped it would back when it launched in 2006. Over the past year, Twitter has struggled to attract new users and its CEO Jack Dorsey laid off eight per cent of employees in October.
Director of strategic accounts at Socialbakers Bob Gearing said he’ll be looking to see if brands become more socially native next year while Adam Flomenbaum, executive editor of The Drum’s Found Remote, said he’s waiting to see when companies like Facebook and Roku will start producing original content.
“People who sit on all of this data, how are they going to get into the original content space?” he said. He noted that while a TV series’ success used to be determined by focus groups, now data can show what’s working and what isn’t. Companies like Amazon have already broken into the original content space with shows like Transparent.
MTV’s vice president of audience growth and engagement Tom Fishman said Facebook video will be top of mind for him as the platform continues to offer effective targeting for brands.
Read more about social TV at The Drum's Found Remote hub.