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Connected TV by Fullsix

Connected TV by Fullsix

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Connected TV by Fullsix Connected TV by Fullsix Presentation Transcript

  • SOCIAL, AUGMENTED AND SYNCHRONIZED TVTHE CONNECTED TV By FULLSIX GROUP January, 2012 ? www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
  • 1. What is the concept of connected TV?AGENDA 2. Safe assumptions and educated guesses 3. What can be done today ? 4. What can be done today by FullSIX? © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No reproduction or diffusion without written authorisation // page 2
  • 1. WHAT IS THE CONCEPT OF CONNECTED TV? www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73 View slide
  • WHAT IS THE CONCEPT OF CONNECTED TV ? Wikipedia Definition : Connected TV, which is also sometimes referred to as “Smart TV" or "Hybrid TV", (not to be confused with internet TV or Web TV), is the phrase used to describe the current trend of integration of the internet and Web 2.0 features into modern television sets Well, ok but concretely please? © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 4 View slide
  • WHERE IS IT GOING TO TAKE US? ENHANCE INTERACTION… : Simply making TV a digital device that can be leveraged the same way we do it for mobile, tablets, Laptops, etc… Therefore Moving the TV from a passive experience to an engaging one… … we can learn from to boost sales … TO ENABLE PERSONALISATION : If they interact with their TV, we can plan our actions based on what they do, not only on what they are… … the same way we already do it today on any digital device…© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 5
  • ? SAFE ASSUPTIONS today there is no standard structuring connected TV And there will be none before two or three years Still, It opens an entire new game around advertising, and this new game will function with the rules invented by the Online Industry… We can start to leverage right now!© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 6
  • 2. WHAT CAN BE DONE TODAY? www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73
  • « SOCIAL & AUGMENTED TV » It’s not because consumers cannot totally use their TV as a digital device today (ie. Interactive and personalised) , that they are not connected while watching TV…• TV = big reach in all • Now augmented TV • 39%On social media • In France 63% surf on households relies on others devices • 70% surf on internet internet• TV = a multi-viewer they used while while watching TV in • For 22% the goal is to screen watching TV Europe find informations • 49% On instant • 92% tablets owners messenger use it watching TV• Source :2011 Group M Confidential – All/Rights Reserved – No production orFullsix/OTO Researchauthorisation © FullSIX 2011 – Strictly et SFR Regie Etude Tablettes France 2011 diffusion without written 8
  • So nothing prevents us from leveraging these facts now! Stretching your usual 30’, your billboard, sponsored event or TV shows, … to an interactive and engaging experience with your brand While they see it, but also before and after… It’s not about a simple tag or url at the end of your TV ad… It’s about using a program, an ad, a TV moment as a hook for more on the device they are using simultaneously anyway…© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 9
  • ACT ON SOCIAL & AUGMENTED TV NOW Start delivering TODAY additional features by synchronizing PC, Tablet and Mobile contents and services with TV content and advertising Technology is ready, multi tasking already happens, the time is ripe© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 10
  • WHAT CAN BE DONE TODAY ?  All the players involved and interested in the future Connected TV can act on both elements NOW :  Augmented TV > Start delivering TODAY additional features by synchronizing PC, Tablet and Mobile contents and services with TV content and advertising > Technology is ready, multi tasking already happens, the time is ripe  Synchronized TV > Start understanding how TV advertising triggers consumer interaction by monitoring view through > Start understanding the synchronization rules that emerged online to be ready to implement them on Synchronized TV© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 11
  • WHAT CAN BE DONE? Control & organize a social activity around Examples in USA : linear TV - In US : Get Glue, Miso via social applications or platforms - In US : True Blood SOCIAL Build loyalty Example in USA : & and/or ambassadorship programs - NBC, USA network AUGMENTED TV Enhance the TV experience : Examples in UK : Via second screen applications or - Adidas Football App interactivity viral content, votes…) social platforms - Million Pound Drop Make business around a TV experience: Examples in USA : develop brands’ partnership, merchandising - Oscar Ceremony App related to TV content, links to shopping, - Tough enough VOD…. - True Blood Collect personal data and create Examples : SYNCHRONISED TV - In France : Canal Sat personalized program, personalized ad, Via second screen applications or - In USA : Get Glue, social platforms personalized services Netflix or set top boxes Collect collective data and measure TV content relevance and audience© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 12
  • Social TV app creation / Miso http://www.youtube.com/watch?v=50o6RvdCQsg © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 13
  • Social TV app creation / Getglue TV SOCIAL PLATFORM IS A HUGE TREND IN USA  The first in the market, GetGlue (foursquare-like) :  1,5 Mios users,  12 Mios unique monthly check-ins in August 2011  800% check-in growth in 2011 vs 2010  What can you do with GetGlue ?  Check in for entertainment  See what your friends are watching  Share what you like  Get suggestions based on your tastes, your historical check-ins  and even immediate value with GetGlue : section for topics you are thinking about  Earn rewards from Get Glue’s partners  Others social media check-in applications: Intonow (shazam-like, the only one on the market), Miso, Philo, Loyalise, Tunerfish… © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 14
  • Enhance TV moments / adidas (by FullSIX) TRAILER http://www.youtube.com/watch?feature=player_embedded&v=jXqGu76Fl2o APPLICATION http://apps.facebook.com/adidasallpassion/ © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 15
  • Enhance TV moments / adidas (by FullSIX) TRAILER http://www.youtube.com/watch?feature=player_embedded&v=jXqGu76Fl2o APPLICATION http://apps.facebook.com/adidasallpassion/ © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 16
  • Enhance TV sponsoring / Pepsi X Factor gets social with help from Pepsi © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 17
  • Promo live from TV / Pepsi Television-tagging iPhone application IntoNow has partnered with Pepsi in a promotion that will reward app users with a free soda for tagging the drink-maker’s new Pepsi MAX spot. The only Shazaam like system when the other ones are based on active checkins Partnership with distributors to gather their rewards © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 18
  • Personalisation is already there © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 19
  • WHAT CAN BE DONE TODAY BY FULLSIX? November, 2011© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 20
  • WHAT CAN WE DO? For TV shows and networks Live or not live apps SOCIAL & AUGMENTED TV Via second screen applications For Advertisers or social platforms iAd through fingerprint/watermark In app advertising App sponsoring For Advertisers SYNCHRONISED Tracking view through on TV campaigns TV For Advertisers @lternative TV (catch up, etc…)© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 21
  • WHAT CAN BE DONE TODAY BY FULLSIX?AUGMENTED AND SOCIAL TV November, 2011© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 22
  • AUGMENTED TV // CORE USER EXPERIENCE Social features BEFORE Content features Interaction features Commerce Social features DURING Content features Interaction features Commerce Social features AFTER Content features Interaction features Commerce© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 23
  • AUGMENTED TV // CORE USER EXPERIENCE Social features : planning to assist, friend coordination Content features : gossip, news… BEFORE Check in Interaction features : games Commerce : fan stuff, etc… Check-in Social features : Facebook, twitter feed, like a moment… and Synchronized Content features : Basic content (text, images, maps, stats, or DURING content video or sound) that adds to the experience through watermark Interaction features : Simple games, surveys or fingerprint Commerce : buy a song, clothes,… which are on screen Social features : let discussions open, comments… AFTER Content features : watch best moments (most liked)… Check in Interaction features : games Commerce : fan stuff, everything that was available during the show, etc…© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 24
  • EXAMPLE OF WHAT WE CAN DO // MASTERCHEF FRANCE© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 25
  • BEFORE Social features : Envoyer une invitation à tes amis pour regarder l’émission ensemble et participer à un jeu en live © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 26
  • BEFORE Content features - Regarder les épisodes précédents et ne jamais plus manquer un moment - Des bandes-annonces - Des gossips - Des interviews du jury, des participants - Des informations mystères en avant-première © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 27
  • BEFORE Interaction features : - Un jeu de « coaching » en équipe ou en solo pour te préparer à devenir un véritable critique gastronomique et te préparer à regarder, à jouer, à participer en live à l’émission avec tes amis - Possibilité de partager ton score sur le «wall of fame» © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 28
  • BEFORE Commerce : - Des produits dérivés de l’émission à acheter chez nos partenaires pour se préparer à devenir un « Masterchef » © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 29
  • DURING Social features : - Chat, comment, like - Discutez de l’émission en temps réel © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 30
  • DURING Content : - Des vidéos bonus - Les coulisses en live - Informations exclusives sur les chefs, les membres du jury et les participants et également les lieux - Information exclusive sur la recette de l’émission en cours © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 31
  • DURING Interaction features : - Jouer à "Dans la peau dun chef" - Anticiper les résultats en live de Masterchef, gagner des points en équipe - Affiche tes scores sur le wall of fame Facebook et gagne une soirée VIP pour assister en live à la finale. - Affiche en réalité augmentée tous les produits culinaires de l’émission et joue à un quizz pour gagner des cadeaux © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 32
  • DURING Commerce - Acheter des Produits et ustensiles de cuisine qui passent dans lémission. Achat groupé avec tes amis = réduction - Livraison à domicile dun plat réalisé pendant lémission. Si commande groupée, un cadeau ! - Réserver dans le restaurant des chefs pendant lémission, lors du dîner le chef préparera un plat exclusif « Masterchef » - Cliquer, se renseigner sur le pays où se déroule l’émission et réserver un voyage via notre partenaire pour vivre la même expérience en live ! © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 33
  • AFTER Social features : - Chat, comment, like - Commenter les recettes. - Je deviens « Masterchef » à la maison et prépare un repas pour mes amis - Jai des amis ce soir à la maison, je trouve une idée de repas, originale, décalée, exotique selon mon envie et l’envie de mes invités (je leur pose la question) © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 34
  • AFTER Content features : - Voir et revoir tous les épisodes - Historique de l’émission - Interviews du jury, des candidats - Regarder les meilleurs moments, les plus drôles - Recettes exclusives et complé- mentaires (app avec commande audio pour pouvoir cuisiner et regarder la recette sur iPad) - Trucs et astuces exclusifs pour les recettes © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 35
  • AFTER Interaction features : - Chaque semaine concours de réalisation de la recette de lémission en vidéo - Check in chez un cuisinier, un pâtissier (invités de l’émission), gain de point (toques) pour le jeu de before ou during (prendre de l’avance sur les autres….) © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 36
  • AFTER Commerce : - Kit de réalisation des recettes - Des produits « MasterChef » - Cours de cuisine pour soi ou bon cadeau © FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 37
  • WHAT CAN BE DONE TODAY BY FULLSIX?SYNCHRONIZED TV November, 2011© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 38
  • SYNCHRONIZEDTV - Adapt “click through” digital concept to TV - Test and learn from the link between TV ad and search on VIEW-THROUGH internet - Measure the view-through of TV ads and optimize your performance - @lternative media strategy with double performance compare to traditional TV media strategy - Better targeting @LTERNATIVE TV - Be more efficient - For more information, contact “6AM”© FullSIX 2011 – Strictly Confidential – All Rights Reserved – No production or diffusion without written authorisation 39