BANFF – Smart social media strategies will drive people to your TV channel or show, noted ComScore VP Bryan Segal Tuesday morning.
His Banff World Television Festival presentation – part of the NextMedia stream – noted how people were evolving to socializing, even with content. “There’s a sharing of content; it doesn’t stand on its own anymore,” he noted.
For example, he pointed out millions of viewers reach CTV through Facebook, for example, and that Canada has the highest penetration of Facebook users as a country.
Firms like Best Buy and Microsoft are advertising on social media, too, as are 25% of all Canadian advertisers, Segal stated. “It’s important to have a social media strategy,” he concluded.
Facebook should also make advertisers look at mobile, too, he added, since while the frequency of visits is longer on the Internet, the number of visits is more on mobile.
Canadians are also big video watchers, and Facebook is number two for sharing videos, he said in the midst of a litany of figures.
He also noted that Canadians are changing the way they consume content. So although newspaper reading may be down, more were turning to online articles. And while some 65% watch TV only, 29% cut across platforms.
One conclusion he made at the end of his presentation was that young, online audiences were using social media as communications devices, portals, and entertainment vehicles, across multiple distribution channels.
– Norma Reveler
