Watching TV is about to get way more personalized, according to a panel of ad guys and marketing folks at the Digital Hollywood conference in LA on Wednesday, as more data about consumers’ preferences becomes available through Facebook and other data-rich social platforms.
For the first time there’s a viable platform for online brands, said Jack Krawczyk, StumbleUpon senior product marketing manager. "We’re seeing an evolution," he said, where "creative directors in the online space are really excited to go to work." As an example of this kind of content, he cited ABC’s "Once Upon a Time" pre-show web promotion askthemagicmirror.com, which pulls user content from Facebook Connect to personalize a crystal ball-type experience.
The Filter CEO David Maher Roberts predicted that beyond Facebook’s "like" feature, more specific data on personal preferences, such as whether or not a consumer actually watched a show or listened to a song—as opposed to just liking it—will be a more powerful force driving personalization.
Loyalize co-founder and CEO Todd Greene believes that a "larger number of real-time experiences will happen online," and that virtual meeting places will take off. He added that producers are beginning to create shows that require viewers to interact across various platforms. Krawczyk remarked that Facebook’s "like" button, created just 18 months ago, is really in its infancy. Eventually, he said, a public and private "like" will enter the scene, allowing users to be more forthcoming about their preferences.