{"id":334,"date":"2014-07-02T06:24:28","date_gmt":"2014-07-02T06:24:28","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/"},"modified":"2017-12-29T14:43:43","modified_gmt":"2017-12-29T14:43:43","slug":"why-social-tv-may-be-in-danger-of-becoming-predictable-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/","title":{"rendered":"Why Social TV May Be in Danger of Becoming Predictable"},"content":{"rendered":"

Although Social TV is barely four years old, television program selection for Social TV may be in danger of becoming predictable and unimaginative.\u00a0 When the industry talks about Social TV we tend to focus on three areas:<\/p>\n

1. Tentpole Events<\/strong>, e.g. the Super Bowl<\/em>, The Oscars<\/em>.<\/p>\n

2. Larger Reality Shows<\/strong>, e.g. American Idol<\/em>, The Voice<\/em>.<\/p>\n

3. Genre-specific programming<\/strong>: for men, sports such as football, and for women female-oriented dramas such as Pretty Little Liars<\/em>, and Teen Wolf<\/em>.<\/p>\n

For anyone actively involved in Social TV marketing, this is a list of the usual and the obvious.\u00a0 While these shows can produce highly effective word-of-mouth marketing solutions, if all brands simply focused on this finite number of programs, the range of creativity and market availability could rapidly become constricted.<\/p>\n

A Major Research Initiative from Nielsen and Keller Fay<\/span><\/p>\n

Thankfully, the advertising industry, particularly TV selling and buying, recently received a major shot in the arm from a joint-research initiative<\/a> by Nielsen TV and the Keller Fay Group<\/a> which enables us to consider less obvious and more bespoke solutions.\u00a0 This initiative is a fusion of Nielsen TV panel\u2019s ratings data with Keller Fay\u2019s word-of-mouth tracker.\u00a0 The result is that we now have marketing category-specific rankers of 100+ broadcast and cable TV channels and many more shows highlighting which stations and programs have an above-average, or below-average, proportion of active category brand talkers.<\/p>\n

The fusion has over 50 market categories from foreign vs domestic car marque talkers, to hotel vs cruise line brand talkers, to at least seven types of retail-category brand talkers.\u00a0 UM became the first agency subscriber.<\/p>\n

One of the key findings that impresses me about this fusion is that different market categories can exhibit quite diverse stations and program solutions. One way to demonstrate this is to compare the top indexing stations of two relatively similar categories to determine what they may have in common but also, what differences or distinctions may exist.<\/p>\n

Top Indexing Shows Vary By Category<\/span><\/p>\n

In this example, let\u2019s look at top cable stations for the macro category of personal care and appearance, and focus on two subcategories: cosmetics and oral care.\u00a0 By cosmetics, we mean talkers of brands such as Revlon and Cover Girl, and, for oral care, Crest or Colgate.\u00a0 From 100+ cable stations, we could summarize the top indexing networks as follows:<\/p>\n

\"Top<\/p>\n

The overall characteristics of leading stations for each category are noticeably quite different.\u00a0 Networks which are notably strong in the oral care sector tend to be male and older, stations with a more general family and female appeal are more likely to do better in cosmetics, and channels which are younger and more effervescent appeal to both brand talkers of both market categories.\u00a0 The detail from this type of network segmentation output enables TV planners and buyers to assess which stations and programs, both cable and broadcast, offer the best targeting opportunities to match the needs of a particular campaign.<\/p>\n

Campaign Activation Has To Extend Beyond Ad Creative Messaging<\/span><\/p>\n

As I have mentioned in previous columns<\/a>, any form of TV word-of-mouth marketing is often strongest when the ad campaign is activated, via promotions and sponsorships etc., and where it also offers an element of difference, surprise or distinct newsworthiness.\u00a0 Anyone relying solely on the advertising\u2019s creative messaging alone to achieve the campaign\u2019s ambitions is leaving at least half the campaign\u2019s potential success on the drawing board.\u00a0 Yet by harnessing this type of data, the TV planner and buyers can determine which TV networks to approach to develop the necessary favored-nation trading arrangement to ensure the most vibrant, integrated word-of-mouth campaigns.<\/p>\n

Overall, I think there is a potential, three-way win-win with this welcome research initiative:<\/p>\n

1. Marketers can create distinctive WOM marketing strategies for brands within their portfolio and versus competitors.<\/p>\n

2. Agencies can develop unique WOM-centric solutions that can boost campaign reach, and<\/p>\n

3. Media owners can offer diverse added-value solutions for each of their TV properties.<\/p>\n

The Nielsen TV\/Keller Fay TalkTrack fusion can provide compellingly different solutions for TV stations and program selection beyond the usual and obvious. The solutions can be highly differentiated by market category, and the fusion provides targeting insights at the category, subcategory, or specific program level.<\/p>\n","protected":false},"excerpt":{"rendered":"

Although Social TV is barely four years old, television program selection may be in danger of becoming predictable and unimaginative.<\/p>\n","protected":false},"author":44,"featured_media":1765,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nWhy Social TV May Be in Danger of Becoming Predictable - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Social TV May Be in Danger of Becoming Predictable - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Although Social TV is barely four years old, television program selection may be in danger of becoming predictable and unimaginative.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2014-07-02T06:24:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-29T14:43:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/tv.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Why Social TV May Be in Danger of Becoming Predictable\",\"datePublished\":\"2014-07-02T06:24:28+00:00\",\"dateModified\":\"2017-12-29T14:43:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/\"},\"wordCount\":710,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/tv.jpg\",\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/\",\"name\":\"Why Social TV May Be in Danger of Becoming Predictable - UM JAPAN\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/tv.jpg\",\"datePublished\":\"2014-07-02T06:24:28+00:00\",\"dateModified\":\"2017-12-29T14:43:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#primaryimage\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/tv.jpg\",\"contentUrl\":\"https:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/tv.jpg\",\"width\":1500,\"height\":844,\"caption\":\"television\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why Social TV May Be in Danger of Becoming Predictable\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"name\":\"UM JAPAN\",\"description\":\"UM is a global media company.\",\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\",\"name\":\"UM\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"contentUrl\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"width\":1378,\"height\":1378,\"caption\":\"UM\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/UMCuriosity\",\"https:\\\/\\\/x.com\\\/UMWorldwide\",\"https:\\\/\\\/www.instagram.com\\\/umworldwide\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/um-ww\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\",\"name\":\"shajibur.rahman@interpublic.com\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"caption\":\"shajibur.rahman@interpublic.com\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Why Social TV May Be in Danger of Becoming Predictable - UM JAPAN","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/","og_locale":"en_US","og_type":"article","og_title":"Why Social TV May Be in Danger of Becoming Predictable - UM JAPAN","og_description":"Although Social TV is barely four years old, television program selection may be in danger of becoming predictable and unimaginative.","og_url":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/","og_site_name":"UM JAPAN","article_publisher":"https:\/\/www.facebook.com\/UMCuriosity","article_published_time":"2014-07-02T06:24:28+00:00","article_modified_time":"2017-12-29T14:43:43+00:00","og_image":[{"width":1500,"height":844,"url":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/tv.jpg","type":"image\/jpeg"}],"author":"shajibur.rahman@interpublic.com","twitter_card":"summary_large_image","twitter_creator":"@UMWorldwide","twitter_site":"@UMWorldwide","twitter_misc":{"Written by":"shajibur.rahman@interpublic.com","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#article","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/"},"author":{"name":"shajibur.rahman@interpublic.com","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c"},"headline":"Why Social TV May Be in Danger of Becoming Predictable","datePublished":"2014-07-02T06:24:28+00:00","dateModified":"2017-12-29T14:43:43+00:00","mainEntityOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/"},"wordCount":710,"commentCount":0,"publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"image":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#primaryimage"},"thumbnailUrl":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/tv.jpg","articleSection":["Thought Leadership"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/","url":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/","name":"Why Social TV May Be in Danger of Becoming Predictable - UM JAPAN","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#primaryimage"},"image":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#primaryimage"},"thumbnailUrl":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/tv.jpg","datePublished":"2014-07-02T06:24:28+00:00","dateModified":"2017-12-29T14:43:43+00:00","breadcrumb":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#primaryimage","url":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/tv.jpg","contentUrl":"https:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/tv.jpg","width":1500,"height":844,"caption":"television"},{"@type":"BreadcrumbList","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/why-social-tv-may-be-in-danger-of-becoming-predictable-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jp.umww.com\/en\/"},{"@type":"ListItem","position":2,"name":"Why Social TV May Be in Danger of Becoming Predictable"}]},{"@type":"WebSite","@id":"https:\/\/jp.umww.com\/en\/#website","url":"https:\/\/jp.umww.com\/en\/","name":"UM JAPAN","description":"UM is a global media company.","publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jp.umww.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/jp.umww.com\/en\/#organization","name":"UM","url":"https:\/\/jp.umww.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/","url":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","contentUrl":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","width":1378,"height":1378,"caption":"UM"},"image":{"@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/UMCuriosity","https:\/\/x.com\/UMWorldwide","https:\/\/www.instagram.com\/umworldwide\/","https:\/\/www.linkedin.com\/company\/um-ww\/"]},{"@type":"Person","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c","name":"shajibur.rahman@interpublic.com","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","caption":"shajibur.rahman@interpublic.com"}}]}},"_links":{"self":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/334","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/comments?post=334"}],"version-history":[{"count":0,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/334\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media\/1765"}],"wp:attachment":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media?parent=334"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/categories?post=334"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/tags?post=334"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}