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 ...
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.
Alan Wolk, Global Lead Analyst at KIT DigitalYou 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.5 months ago
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Alan Wolk, Global Lead Analyst at KIT Digital@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!7 months ago
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socialjamesUm, 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.7 months ago
7 Things You Should Know About 2nd Screen InteractionPresentation Transcript
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 primary non-TV watching activity and any attempt to engage them further will be unsuccessful
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
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 •DISCOVERY may take place prior to sitting down in front of the TV
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
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
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 in my town are watching DowntonAbbey... I think I’ll watch too. CLICK.”
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
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
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 taste in TV shows rarely (if ever) overlaps with our own
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
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, March 21, 2012
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
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
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 exact same time
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
TAKEAWAY #4WHEN THE ANSWER TO “WHAT’S ON” IS “EVERYTHING” AND THE ANSWER TO “WHO’S ON” IS “NO ONE,” DISCOVERY BECOMES KING
#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 watching
£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
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 “ad locker” that the viewer can return to in order to make purchases or learn more about the products and services
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.)
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 quality of the recommendation
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
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; theyare being forced to serve 600
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
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
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 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
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.
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
Greg Carley
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