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MARCOM12 presentatie Jeroen Elfferich - Tweede Scherm
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MARCOM12 presentatie Jeroen Elfferich - Tweede Scherm

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  • 1. Tweede SchermVan Innovatie Naar Noodzaak Jeroen Elfferich @jeroen020 IAB Taskforce Second Screen CEO & Co-founder Ex Machina
  • 2. How much media doesa 25 year old consume per day?
  • 3. 9 hours
  • 4. How much time does this take?
  • 5. 6 hours
  • 6. Second Screen• In US, 75% use TV & internet simultaneously • 50% do so every day (Clustalabs)• 86% of US mobile internet users use their phone while watching TV (Yahoo!Nielsen)• 30% of total iPad usage is while watching TV• 72% of under 25’s in the UK comment on programs via social networks (Digital Clarity)
  • 7. Media Multitaskers
  • 8. Why?• Broadband everywhere• Desirable hardware & intuitive, touch UIs• The WAF, KAF & FAF• New ways to share, communicate & compete: social networks & APIs• We want to be part of a group
  • 9. Second Screen Usage• Navigation & Control• Conversation & Social Aggregation• Information• Interaction
  • 10. Scope• Everything• Subject• Broadcaster/network/channel• Programme• Brand?
  • 11. Stakeholders• IP owner & Production Company• Advertiser• Broadcaster• TV operator• TV manufacturer• Viewer/consumer/user• Rogue?
  • 12. Generic
  • 13. Guidance, Check-in & Aggregation
  • 14. Broadcaster
  • 15. Generic + Specific
  • 16. The 5 M’s of Second Screen
  • 17. 1988The ‘Henny HuismanEffect’ is a situationwhere the nationalphone system grindsto a halt due to asudden, massiveamount of phonecalls.
  • 18. 1999 Big Brother: Making headlines worldwideInteractive voting via SMS and IVRToday still broadcast in 32 countries, 320 million viewers
  • 19. Moment
  • 20. 1 vs 100 (Microsoft Xbox)
  • 21. Sync
  • 22. Meaning
  • 23. Intuitie (RTL4, Fremantle)
  • 24. (Subtitled Video)
  • 25. Mass
  • 26. The Money Drop (Monterosa)
  • 27. The voice of Holland Thuiscoach
  • 28. Multi-Platform
  • 29. web aShow
  • 30. Broadcast site RTL web a fb appShow iOS andrd
  • 31. TwitterfacebookBroadcast site RTL web a fb appShow iOS andrd
  • 32. TwitterfacebookEPG Web appCheck-in iOS appSearch Android appBroadcast site RTL web a fb appShow iOS andrd
  • 33. TwitterfacebookEPG Web appCheck-in iOS appSearch Android appBroadcast site RTL SBS NPO MTV Disc ... web a b c d e f g h i j k l m n m n o fb appShow iOS andrd
  • 34. web app native fb app widget APIs APIs second screen platformTwitterfacebookEPG Web appCheck-in iOS appSearch Android appBroadcast site RTL SBS NPO MTV Disc ... web a b c d e f g h i j k l m n m n o fb appShow iOS andrd
  • 35. web app native fb app widget APIs APIs second screen platformTwitterfacebookEPG Web appCheck-in iOS appSearch Android appBroadcast site RTL SBS NPO MTV Disc ... web a b c d e f g h i j k l m n m n o fb appShow iOS andrd
  • 36. Monetize
  • 37. Viggle (FunctionX)
  • 38. Postcode Loterij Miljoenenjacht
  • 39. Don’t• Treat Second Screen as Ceefax/Teletext• Just check-in• Gamify the un-gamifiable• Overdo it• Let the servers crash
  • 40. Do• Synchronize• Call to action• Integrate: back & front• Reward interaction, create feedback loops• Offer pre & post-show experiences• Allow the second screen to be the first
  • 41. Merci@jeroen020