Q&A: The (Real) State of Social TV Right Now

Last February, Mike Proulx and his co-author Stacey Shepatin published the book "Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile." As senior VP and director of digital strategy at Hill Holliday, Mr. Proulx knows what he's talking about -- and, in just a few weeks, he and a few hundred other social-TV obsessives will talk even more about where the industry is headed. The third edition of Hill Holliday's annual TVnext Summit, an event Mr. Proulx created, is coming up on April 29 in Boston. As the event approaches, Ad Age's Media Guy Simon Dumenco spoke with Mr. Proulx as part of the ongoing Dumenco's Media People series of in-depth interviews. What follows is an edited version of a longer conversation.

Simon Dumenco: Talk to me about what's changed in the social-TV space since the publication of your book -- other than everything.

Mike Proulx: The biggest change we predicted was that consolidation was going to be the theme for 2013, and that certainly has come true. In Chapter 5 in the book, we talked a lot about the social-TV analytic space, and since the release of the book Nielsen bought SocialGuide, and Twitter bought Bluefin Labs, so that leaves an interesting landscape where you have Trendrr as really the only independent social-TV analytics company now.

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Advertising Age11 апреля 2013