The Need to Reinvent and Re-architect Storytelling in Real Time - Starting with a Job Description - Ashley J. Swartz

By WomenAdvancing Archives
Cover image for  article: The Need to Reinvent and Re-architect Storytelling in Real Time - Starting with a Job Description  - Ashley J. Swartz

Welcome Ashley J. Swartz, our newest MediaBizBlogger.

It is hard to open up an advertising industry publication or newsletter without finding the second screen, online video consumption or video measurement being mentioned. Although seemingly related conversations, the presence of ongoing dialogue has not provided clarity or connected the dots for programmers on what they need to do to embrace the brave new world of multitasking, binge viewing, "I want my TV everywhere" audiences. Ashley J. Swartz, CEO and Founder of Furious Minds Inc., discusses what this all means for content owners and outlines some suggestions on how to ensure that no money is left on the table and highly engaged audiences actually result in measurable ROI for the advertisers that invest in highly social programming. The idea of a social producer is not new, but in the context of television, as someone who is responsible for representing the show and engaging its audience in real time, during first air, it is not yet table stakes at most networks. Participation by the storytellers in the conversations happening while their episodes are airing is not only the means to drive up ratings (according to a March 20, 2013 study by Social Guide), but also the most efficient way for brands to participate as invited parties to the conversations that are occurring around TV and optimize their ROI in television.

Ashley J. Swartz (Red Fury) is CEO and founder of Furious Minds. Contact Ashley at @redfurynyc, www.linkedin.com/in/ashleyjswartz.

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