State of Second Screens and Future Trends
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Presentation from Mitch Askenas, VP of Commercial, Americas, Piksel, for Producers Guild of America New Media Council East event, 'Television Extended: Producing for the 2nd Screen,' at The New School, Monday, October 6, 2014
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State of Second Screens and Future Trends
- 1. State of the Second Screen: What’s Now and What’s Next? Mitch Askenas SVP Commercial, Americas Piksel @piksel @maskenas
- 2. The Status Quo Is Dead Cord cutters… … are becoming cord nevers. And attention is being diverted from the big screen To any other screen available ✓
- 3. Enter the Second Screen or maybe the First Screen Page 3
- 4. Channel 4’s (UK) 4Now © PIKSEL 2014. ALL RIGHTS RESERVED | CONFIDENTIAL Page 4
- 5. Who is Active on Twitter During a Live Show? Are you an active Twitter user during live shows? 21.8% 78.1% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Yes No Industry Experts Survey Target Audience Survey
- 6. Why the next 5 years are crucial Page 6
- 7. Number of Devices Are Growing Rapidly Page 7
- 8. Stand-alone Apps Are Not Important How important is it to users to have access to stand-alone apps for each network or content owner (e.g., HBO, FOX, NBC)? 15.3% 20.5% 44.0% 20.1% Very Important Important Not Important Not Applicable Industry Experts Survey Target Audience Survey
- 9. What Next?
- 10. Content is king, context is the kings army. Many sources of content Navigating and organizing content depends on the ecosystem (Apple, Google etc), OS, device type and app Much of this content doesn’t translate to every screen
- 11. The Future As We See It • The challenge is finding the right content at the right time, regardless of which device is being used • Imagine a hyper-personalized approach to content discovery • Context sensitive ecosystem that gives users to access all their content through a single portal on any device • Content surfaced is relevant to what the user is doing at the time and what device they are using • Modular architecture enables new features and services to be integrated easily
- 12. Piksel Mosaic Relevant, context and device sensitive content within the Piksel Mosaic ecosystem ensures we are able to deliver increased understanding about your viewers while also reinforcing and strengthening the brand.
- 13. Thank You Mitch Askenas SVP Commercial, Americas Piksel mitch.askenas@piksel.com @piksel @maskenas
Editor's Notes
- Let’s set the scene – the status quo is dead: The nature of television is changing – cord cutters are becoming cord nevers Millennials are prioritising content and discovery over service providers and set top boxes Content needs available on every device, diverting away from the big screen People want to engage with content at a deeper level and experiences need to be personalised for each user
- Enter the second screen
- Our award-winning second screen product, 2Si provides the basis for this app we built for Channel 4 in the UK, 4Now which was the first channel-wide second screen app among free-to-air broadcasters in the United Kingdom. 4Now is an umbrella companion app for 4 channels featuring programming enhancements for each along with audio-triggered syncronized advertising with the first screen and highly targeted advertising based on user characteristics such as viewing history, age and gender. As you can see here social feeds, both public and curated are a feature but so too is interactive such as voting and polling. Imagine this not just for a network, but a single show, or a single channel, it works the same way as an innovative brand extension.
- But we’re still learning about the industry. Our research shows that regardless of how much Twitter want you to believe they are a big player in the TV space, amongst both industry experts and every day people, most are not active Twitter users during live shows
- Why the next 5 years crucial?
- Hands up if you have more than one device with you here tonight – smart watches included! How many of you are watching video and not listening to me?
- Our research shows consumers don’t think it’s important to have stand-alone apps for each network or show. Consumers want one portal to discover and engage with content. You don’t sell Popcorn to the people at the opera
- So what does that mean, and what’s next?
- We can’t think of content as just video anymore. Consumers are consuming more and more of video, but also text, images and content directly from social media and navigating, organizing, and enjoying this content is becoming tiresome across the variety of devices, ecosystems and apps we have available to us.
- One of our central focus areas is User Experience, and we see the rise of personalization as critical to this. In a world of exploding content and choice, helping consumers find what they need in the simplest possible way is essential. Imagine a hyperpersonalized approach to content discovery – with a context sensitive ecosystem giving you access to all possible content you are interested in through a single portal which is sympathetic to the device you are using at the time.
- It exists - At IBC a few weeks ago, we unveiled a revolutionary new proof-of-concept that addresses this new dawn in personalization: Piksel Mosaic
- Thank you