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7 Things You Need To KnowAbout 2nd Screen InteractionAlan WolkGlobal Lead Analyst @ KIT digitalOctober 18, 2012
#1
Q: THIS IS THE ONE THING WE OFTEN DON’T DO WHEN THE TV IS ON
A:   WATCH IT
Having the TV as background noise is a purposefuldecision:
Having the TV as background noise is a purposefuldecision:  The viewer has set this time aside specifically for  the primar...
Having the TV as background noise is a purposefuldecision:  The viewer has set this time aside specifically for  the primar...
3 STAGES OF TV VIEWING
DISCOVERY            3 STAGES OF TV VIEWING
DISCOVERY           VIEWING            3 STAGES OF TV VIEWING
DISCOVERY           VIEWING          REVIEWING            3 STAGES OF TV VIEWING
DISCOVERY                     VIEWING                         REVIEWING            3 STAGES OF TV VIEWING            •DISC...
DISCOVERY                     VIEWING                         REVIEWING            3 STAGES OF TV VIEWING            •DISC...
DISCOVERY                     VIEWING                         REVIEWING            3 STAGES OF TV VIEWING            •DISC...
HIGH, MID AND LOW SOCIAL• The amount of interactivity a show produces is directly related to the type of programming
TAKEAWAY #1SECOND SCREEN INTERACTIONS ONLY MATTER WHEN WATCHING TV IS OUR PRIMARY FOCUS
#2
Q: IT’S THE FIRST THING WE DO WHEN WE PICK UP THE REMOTE
A:   FIND SOMETHING TO WATCH
Discovery is the primary use case for second screen apps
Discovery is the primary use case for second screen appsThe most common interaction will be along the lines of“Most people...
Discovery is the primary use case for second screen appsThe most common interaction will be along the lines of“Most people...
Discovery is the primary use case for second screen appsThe most common interaction will be along the lines of“Most people...
TAKEAWAY #2         VIEWERS NEED AN APP THAT       LETS THEM CHANGE THE CHANNEL
#3
Q: THESE FOLKS CARE WHAT ALL THEIR SOCIAL MEDIA CONTACTS ARE SAYING ABOUT BRITAIN’S GOT TALENT
A:   NO ONE
Our social graphs are an odd amalgamation of family,childhood friends, neighbors, co-workers and our actualmates
Our social graphs are an odd amalgamation of family,childhood friends, neighbors, co-workers and our actualmates  Their ta...
Our social graphs are an odd amalgamation of family,childhood friends, neighbors, co-workers and our actualmates  Their ta...
TAKEAWAY #3A  OUR SOCIAL GRAPHS ARE RANDOM AND RARELYCONSIST OF PEOPLE WHOSE OPINIONS WE CARE ABOUT
There are over 1 billion people on Facebook, only 150  million or so active users* on Twitter*SOURCE: Twitter’s own blog, ...
There are over 1 billion people on Facebook, only 150  million or so active users* on Twitter       Twitter’s demographics...
There are over 1 billion people on Facebook, only 150  million or so active users* on Twitter       Twitter’s demographics...
TAKEAWAY #3B
TAKEAWAY #3B     TWITTER MAKES NIELSEN LOOK ACCURATE
#4
Q: THIS GROWING HABIT INCREASES THE VALUE OF DISCOVERY WHILE DECREASING THE LIKELIHOOD OF CHATTER?
A:   TIME SHIFTING
Time-shifted viewing eliminates the value of real-timeconversation as few other viewers will be watching theshow at the ex...
Time-shifted viewing eliminates the value of real-timeconversation as few other viewers will be watching theshow at the ex...
TAKEAWAY #4WHEN THE ANSWER TO “WHAT’S ON” IS “EVERYTHING”  AND THE ANSWER TO “WHO’S ON” IS “NO ONE,”           DISCOVERY B...
#5
Q: THIS FOUR-LETTER WORD GIVES SECOND SCREEN APPS SEX APPEAL
A: DATA
£39.99“JENNIFER ANISTON’S SWEATER” IS A MYTH
£39.99“JENNIFER ANISTON’S SWEATER” IS A MYTH  •Viewers want to watch TV, not purchase what they see on TV as they are watc...
£39.99“JENNIFER ANISTON’S SWEATER” IS A MYTH  •Viewers want to watch TV, not purchase what they see on TV as they are watc...
THE “AD LOCKER”
THE “AD LOCKER”• All ads and product placements from the show(s) the viewer has watched will be stored in a second screen ...
THE “AD LOCKER”• All ads and product placements from the show(s) the viewer has watched will be  stored in a second screen...
TAKEAWAY #5       IT’S THE DATA, NOT THE CHATTER
#6
Q: WITHOUT THIS, PREDICTIVE TECHNOLOGY BECOME JUST ANOTHER PARLOR TRICK
A:   INTERACTION
Getting at least one level of input from the viewer (e.g.Movie or TV Show, Comedy or Drama) dramaticallyimproves the quali...
Getting at least one level of input from the viewer (e.g.Movie or TV Show, Comedy or Drama) dramaticallyimproves the quali...
TAKEAWAY #6       TV VIEWING IS TOO RANDOM FOR A           PURE SUGGESTION ENGINE
#7
Q: WHAT’S THE MOST FRUSTRATING ASPECT OF TODAY’S TV EXPERIENCE?
A:   THE INTERFACE
TVs are dumb terminals and the current HDTVs are well-made and well-priced
TVs are dumb terminals and the current HDTVs are well-made and well-pricedCurrent interfaces were designed for 6 channels;...
TVs are dumb terminals and the current HDTVs are well-made and well-pricedCurrent interfaces were designed for 6 channels;...
TVs are dumb terminals and the current HDTVs are well-made and well-pricedCurrent interfaces were designed for 6 channels;...
TAKEAWAY #7  THE NEXT BIG SHAKEUP IN THE TELEVISIONINDUSTRY IS GOING TO BE AROUND INTERFACE
BONUS
Q: WHAT’S THE LAST THING MVPDS WANT TO TAKE THE LEAD ON?
A:   INNOVATION
When no one in an industry is innovating, there’s noincentive to be the first: consumers have nowhere else togo
When no one in an industry is innovating, there’s noincentive to be the first: consumers have nowhere else togoThe TV indus...
When no one in an industry is innovating, there’s noincentive to be the first: consumers have nowhere else togoThe TV indus...
BONUS TAKEAWAYCATCH-UP IS A GAME THAT’S VERY HARD TO WIN
T H ER E I S O N E W O RD TO REMEMBER  W H EN P L A N N I NG ANY SORT OF  SE C O ND S C R E E N INTERACTION
V     I   E    W     E    R      S    (ALWAYS KEEP THEM IN MIND)
THANK YOU FOR FURTHER DISCUSSION, EMAIL ME: awolk@kitd.com
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7 Things You Should Know About 2nd Screen Interaction

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Originally presented at Screen DIgest's Future of Digital Media event in London, this deck is the next salvo from KIT digital's Alan Wolk in his attempt to infuse common sense into the discussion around second screen.

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  • You can also watch a video of this presentation on the Screen Digest site at http://bit.ly/W9C8GW

    CAVEAT: All presentations from the event are there, you will need to scroll about 2/3 of the way through the list to find mine.
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  • @socialjames Thanks for catching that: I left out a zero, the correct figure is 150 million. The source? Twitter themselves: http://mashable.com/2012/03/21/twitter-has-140-million-users/ http://blog.twitter.com/2012/03/twitter-turns-six.html (and I'm being generous and giving them 10 million new active users in the past 6 months) I will fix and revise. As for 25% of the audience tweeting about a show - yes, Pretty Little Liars and a few other shows get a sizable twitter buzz, as do events in the US (presidential debates, Super Bowl.) But that's it. I stand by my assertion that is is indicative of nothing other than the reaction of Twitter users who in no way represent (even at 25%) a fair reflection of the overall audience.

    UPDATE: Fixed!
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  • Um, think you're a little bit out with that 'only 15 million or so users on Twitter stat.
    Latest figures are half a billion:
    http://semiocast.com/publications/2012_07_30_Twitter_reaches_half_a_billion_accounts_140m_in_the_US
    Some show in the UK have up to 25% of the audience tweeting about the show, that's not data you can ignore.
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  • @MarkVandeCrommert Thank you Mark - I (we) are always available to do a deeper dive, should you be interested.
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  • nice analysis, deep dive needed on directions you give!
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Transcript of "7 Things You Should Know About 2nd Screen Interaction"

  1. 1. 7 Things You Need To KnowAbout 2nd Screen InteractionAlan WolkGlobal Lead Analyst @ KIT digitalOctober 18, 2012
  2. 2. #1
  3. 3. Q: THIS IS THE ONE THING WE OFTEN DON’T DO WHEN THE TV IS ON
  4. 4. A: WATCH IT
  5. 5. Having the TV as background noise is a purposefuldecision:
  6. 6. Having the TV as background noise is a purposefuldecision: The viewer has set this time aside specifically for the primary non-TV watching activity and any attempt to engage them further will be unsuccessful
  7. 7. Having the TV as background noise is a purposefuldecision: The viewer has set this time aside specifically for the primary non-TV watching activity and any attempt to engage them further will be unsuccessful This viewer will focus fully on TV at another time with different content
  8. 8. 3 STAGES OF TV VIEWING
  9. 9. DISCOVERY 3 STAGES OF TV VIEWING
  10. 10. DISCOVERY VIEWING 3 STAGES OF TV VIEWING
  11. 11. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING
  12. 12. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING •DISCOVERY may take place prior to sitting down in front of the TV
  13. 13. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING •DISCOVERY may take place prior to sitting down in front of the TV •VIEWING can be purposeful or a form of background noise
  14. 14. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING •DISCOVERY may take place prior to sitting down in front of the TV •VIEWING can be purposeful or a form of background noise •REVIEWING informs DISCOVERY, making the system circular
  15. 15. HIGH, MID AND LOW SOCIAL• The amount of interactivity a show produces is directly related to the type of programming
  16. 16. TAKEAWAY #1SECOND SCREEN INTERACTIONS ONLY MATTER WHEN WATCHING TV IS OUR PRIMARY FOCUS
  17. 17. #2
  18. 18. Q: IT’S THE FIRST THING WE DO WHEN WE PICK UP THE REMOTE
  19. 19. A: FIND SOMETHING TO WATCH
  20. 20. Discovery is the primary use case for second screen apps
  21. 21. Discovery is the primary use case for second screen appsThe most common interaction will be along the lines of“Most people in my town are watching DowntonAbbey... I think I’ll watch too. CLICK.”
  22. 22. Discovery is the primary use case for second screen appsThe most common interaction will be along the lines of“Most people in my town are watching DowntonAbbey... I think I’ll watch too. CLICK.”Second screen apps need to function as a mash-up of theremote control and EPG, with an overlay of socialfunctionality
  23. 23. Discovery is the primary use case for second screen appsThe most common interaction will be along the lines of“Most people in my town are watching DowntonAbbey... I think I’ll watch too. CLICK.”Second screen apps need to function as a mash-up of theremote control and EPG, with an overlay of socialfunctionalityViewers need to be able to act on what they learn fromthe second screen app
  24. 24. TAKEAWAY #2 VIEWERS NEED AN APP THAT LETS THEM CHANGE THE CHANNEL
  25. 25. #3
  26. 26. Q: THESE FOLKS CARE WHAT ALL THEIR SOCIAL MEDIA CONTACTS ARE SAYING ABOUT BRITAIN’S GOT TALENT
  27. 27. A: NO ONE
  28. 28. Our social graphs are an odd amalgamation of family,childhood friends, neighbors, co-workers and our actualmates
  29. 29. Our social graphs are an odd amalgamation of family,childhood friends, neighbors, co-workers and our actualmates Their taste in TV shows rarely (if ever) overlaps with our own
  30. 30. Our social graphs are an odd amalgamation of family,childhood friends, neighbors, co-workers and our actualmates Their taste in TV shows rarely (if ever) overlaps with our own Data points such as what’s popular in my town/age cohort, what’s popular with other fans of my favorite actor/sports team/politician, etc. are far better indicators of what I might like
  31. 31. TAKEAWAY #3A OUR SOCIAL GRAPHS ARE RANDOM AND RARELYCONSIST OF PEOPLE WHOSE OPINIONS WE CARE ABOUT
  32. 32. There are over 1 billion people on Facebook, only 150 million or so active users* on Twitter*SOURCE: Twitter’s own blog, March 21, 2012
  33. 33. There are over 1 billion people on Facebook, only 150 million or so active users* on Twitter Twitter’s demographics are in no way representative of the mass of viewers and thus are useless as an indication of anything other than what is being said on Twitter*SOURCE: Twitter’s own blog, March 21, 2012
  34. 34. There are over 1 billion people on Facebook, only 150 million or so active users* on Twitter Twitter’s demographics are in no way representative of the mass of viewers and thus are useless as an indication of anything other than what is being said on Twitter Facebook conversations are private and the platform is mostly useful for check-in rather than real-time conversation*SOURCE: Twitter’s own blog, March 21, 2012
  35. 35. TAKEAWAY #3B
  36. 36. TAKEAWAY #3B TWITTER MAKES NIELSEN LOOK ACCURATE
  37. 37. #4
  38. 38. Q: THIS GROWING HABIT INCREASES THE VALUE OF DISCOVERY WHILE DECREASING THE LIKELIHOOD OF CHATTER?
  39. 39. A: TIME SHIFTING
  40. 40. Time-shifted viewing eliminates the value of real-timeconversation as few other viewers will be watching theshow at the exact same time
  41. 41. Time-shifted viewing eliminates the value of real-timeconversation as few other viewers will be watching theshow at the exact same timeTime-shifted viewing means both VOD and catch-upcontent are available to the viewer, making an app thathelps with discovery even more relevant
  42. 42. TAKEAWAY #4WHEN THE ANSWER TO “WHAT’S ON” IS “EVERYTHING” AND THE ANSWER TO “WHO’S ON” IS “NO ONE,” DISCOVERY BECOMES KING
  43. 43. #5
  44. 44. Q: THIS FOUR-LETTER WORD GIVES SECOND SCREEN APPS SEX APPEAL
  45. 45. A: DATA
  46. 46. £39.99“JENNIFER ANISTON’S SWEATER” IS A MYTH
  47. 47. £39.99“JENNIFER ANISTON’S SWEATER” IS A MYTH •Viewers want to watch TV, not purchase what they see on TV as they are watching
  48. 48. £39.99“JENNIFER ANISTON’S SWEATER” IS A MYTH •Viewers want to watch TV, not purchase what they see on TV as they are watching • There are too many decisions (size, color, shipping method) to make spontaneous purchases a viable option
  49. 49. THE “AD LOCKER”
  50. 50. THE “AD LOCKER”• All ads and product placements from the show(s) the viewer has watched will be stored in a second screen “ad locker” that the viewer can return to in order to make purchases or learn more about the products and services
  51. 51. THE “AD LOCKER”• All ads and product placements from the show(s) the viewer has watched will be stored in a second screen “ad locker” that the viewer can return to in order to make purchases or learn more about the products and services• The experience will feel more like shopping (which is fun) than watching advertising (which is not.)
  52. 52. TAKEAWAY #5 IT’S THE DATA, NOT THE CHATTER
  53. 53. #6
  54. 54. Q: WITHOUT THIS, PREDICTIVE TECHNOLOGY BECOME JUST ANOTHER PARLOR TRICK
  55. 55. A: INTERACTION
  56. 56. Getting at least one level of input from the viewer (e.g.Movie or TV Show, Comedy or Drama) dramaticallyimproves the quality of the recommendation
  57. 57. Getting at least one level of input from the viewer (e.g.Movie or TV Show, Comedy or Drama) dramaticallyimproves the quality of the recommendationInvolving viewers in the decision-making process alsogives them a sense of control over the accuracy of theresults
  58. 58. TAKEAWAY #6 TV VIEWING IS TOO RANDOM FOR A PURE SUGGESTION ENGINE
  59. 59. #7
  60. 60. Q: WHAT’S THE MOST FRUSTRATING ASPECT OF TODAY’S TV EXPERIENCE?
  61. 61. A: THE INTERFACE
  62. 62. TVs are dumb terminals and the current HDTVs are well-made and well-priced
  63. 63. TVs are dumb terminals and the current HDTVs are well-made and well-pricedCurrent interfaces were designed for 6 channels; theyare being forced to serve 600
  64. 64. TVs are dumb terminals and the current HDTVs are well-made and well-pricedCurrent interfaces were designed for 6 channels; theyare being forced to serve 600None of today’s advances (VOD, outside data, userpreferences) are reflected in the current set of interfaces
  65. 65. TVs are dumb terminals and the current HDTVs are well-made and well-pricedCurrent interfaces were designed for 6 channels; theyare being forced to serve 600None of today’s advances (VOD, outside data, userpreferences) are reflected in the current set of interfacesApple is rumored to be devoting their TV efforts tocreating a better set-top box
  66. 66. TAKEAWAY #7 THE NEXT BIG SHAKEUP IN THE TELEVISIONINDUSTRY IS GOING TO BE AROUND INTERFACE
  67. 67. BONUS
  68. 68. Q: WHAT’S THE LAST THING MVPDS WANT TO TAKE THE LEAD ON?
  69. 69. A: INNOVATION
  70. 70. When no one in an industry is innovating, there’s noincentive to be the first: consumers have nowhere else togo
  71. 71. When no one in an industry is innovating, there’s noincentive to be the first: consumers have nowhere else togoThe TV industry is similar to the pre-iPhone mobileindustry: lots of innovations are technically possible, butthe major players see no real reason to spend money onintroducing them
  72. 72. When no one in an industry is innovating, there’s noincentive to be the first: consumers have nowhere else togoThe TV industry is similar to the pre-iPhone mobileindustry: lots of innovations are technically possible, butthe major players see no real reason to spend money onintroducing them The iPhone shook up the mobile industry and completely changed the rules. Something similar will happen to the TV industry.
  73. 73. BONUS TAKEAWAYCATCH-UP IS A GAME THAT’S VERY HARD TO WIN
  74. 74. T H ER E I S O N E W O RD TO REMEMBER W H EN P L A N N I NG ANY SORT OF SE C O ND S C R E E N INTERACTION
  75. 75. V I E W E R S (ALWAYS KEEP THEM IN MIND)
  76. 76. THANK YOU FOR FURTHER DISCUSSION, EMAIL ME: awolk@kitd.com
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