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Second Screen Meetup First Meeting
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Second Screen Meetup First Meeting

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This was the presentation the kicked off our first Meetup of the Second Screen Vancouver group. It consists of secondary research done around the second screen, as well as a case study from Work at......

This was the presentation the kicked off our first Meetup of the Second Screen Vancouver group. It consists of secondary research done around the second screen, as well as a case study from Work at Play on their own second screen experience.

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  • 1. work [at] playFriday, 7 June, 13
  • 2. June 2013Work at Play is a new kind of studio thatbrings value to our customers byextending their product experiences to amobile and social world. We do this bycreating custom engagement systems thatdecrease churn and increase long-termcustomer value.2Friday, 7 June, 13
  • 3. June 2013In Business for 12 YearsBringing TV and game experiences to a socialand mobile world.3Our Clients IncludeFriday, 7 June, 13
  • 4. June 2013Tonight’s Agenda5:30-6:00–Mingle & Socialize6:00-6:10– Second Screen ResearchClaire Moller &Tisha Simpkins, Work at Play6:10-6:25–Case Study:The Success andFailure of a Second Screen ProjectDavid Gratton, Work at Play46:25-6:50–Ideation and prioritization ofgoals for the meetupLorraine Chisholm &Tisha Simpkins, Work atPlay6:50-7:30– Stick around to discuss plans forBanff and E3Friday, 7 June, 13
  • 5. UserHabitsFriday, 7 June, 13
  • 6. June 2013Sequential Usage6Simultaneous UsageMoving from one device to another toaccomplish a task.Using more than one devicesimultaneously.Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.htmlFriday, 7 June, 13
  • 7. June 20137Simultaneous activities60% Emailing44% Internet Browsing42% Social Networking25% Playing a Game23% Searching15% Work Documents9% Watching VideoTop Multi-Screen ActivitiesSequential activities81% Browsing the Internet72% Social Networking67% Shopping Online63% Searching for Info46% Managing Finances43% Planning a Trip43% Watching an Online VideoSource: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.htmlFriday, 7 June, 13
  • 8. June 2013Simultaneous UseMulti-taskingUsing two devices for unrelated activities(e.g., watching TV and playing a game)Complementary useUsing two devices for related activities(e.g., watching TV and reading a blog poston that program)822%78%Multi-taskingComplementary useSource: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.htmlFriday, 7 June, 13
  • 9. June 2013Complementary Use – Device Combinations40%TV + Tablet936%PC/Laptop +Smartphone35%TV + Smartphone32%TV + PC/LaptopSource: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.htmlFriday, 7 June, 13
  • 10. June 2013Users Want More ControlThey want to be able to watch content ondemand (77%) and on any device (56%). Andmore and more people want to move contentfrom one device to another (50%).10Consumers have started to believe that voiceis a viable way to interact with technology.61% say it will have a high impact on them tobe able to talk to their devices.Source: http://econsultancy.com/ca/reports/the-multi-screen-marketerFriday, 7 June, 13
  • 11. TV&theSecondScreenFriday, 7 June, 13
  • 12. June 201312Watching TVSource: http://techcrunch.com/2012/12/05/nielsen-85-percent-of-tablet-and-smartphone-owners-use-devices-as-second-screen-monthly-40-percent-do-so-daily/85%of mobile owners use atablet or smartphone whenwatching TV at least oncea month40%of mobile owners use atablet or smartphonewhen watching TV dailyFriday, 7 June, 13
  • 13. June 201313“"Second Screen was born out of boredom anddefined by consumers; they looked to theirsmartphone or tablet when the TV content wasboring them or there was an extended breakbetween programming.The space has focused somuch on a synced experience between the TV andmobile device, it has lost sight of these core habitsand times of use."– Jason Ary, Director of Mobile Strategy at Double EncoreFriday, 7 June, 13
  • 14. June 2013Top Multi-screen Behaviours by Program Type14Source: http://econsultancy.com/ca/reports/the-multi-screen-marketerLaptop/PC Users Smartphone Users Tablet UsersGoing online to email,browse, etc.Social networkingShow-related searchesSearch/shop for productsviewed on TVLive-Feel Reality TV (54%) Sporting Events (70%) Recorded Reality TV (81%)Sporting Events (47%) Live-Feel Reality TV (63%) Recorded Reality TV (75%)Live-Feel Reality TV (54%) Live-Feel Reality TV (65%) Independent Drama (69%)Recorded Reality TV (36%) How-to/Food (48%) Independent Drama (63%)Friday, 7 June, 13
  • 15. June 2013Second Screen Apps15All Things toall PeopleExtending theSmart TVBroadcaster /NetworkHardwareSolutionsFriday, 7 June, 13
  • 16. June 2013Second Screen AppsAll Things to All People•TV Guide (schedule & reminder)•Gamification•Personalized profiles & preferences•Chat (rooms & twitter)•Social sharing•Whos watching what•Monetization (click and buy)16Friday, 7 June, 13
  • 17. June 2013Second Screen Apps17Extending the Smart TV•SmartTV / Hardware integration•Video and audio content recognition•Works on any screen•Revenue stream (interactive ads)•Extra content (trivia, IMDB)•Social sharing•Recommendation engine•Remote control capability•Developer focusedFriday, 7 June, 13
  • 18. June 2013Second Screen AppsBroadcaster/Network•Show / network specific•On-demand streaming•Social sharing•Interactive features•Exclusive content•Second screen from conception18Friday, 7 June, 13
  • 19. June 2013Second Screen Apps19Hardware Solutions•Extends to games & movies•Custom solutions•Social sharing•Partnership exclusivesFriday, 7 June, 13
  • 20. Gaming&theSecondScreenFriday, 7 June, 13
  • 21. June 201321““I think that providing people the ability toconnect in with the games they love, the contentthey love, the characters they love, with thecommunity that surrounds that content, is reallyimportant. We’re using mobile as a way toenhance our core franchises.”–Eric Hirshberg, CEO of Activision PublishingFriday, 7 June, 13
  • 22. June 2013Role of the Second Screen in GamingSecond screen as a controller22SmartGlassWii U Playstation VitaFriday, 7 June, 13
  • 23. June 2013Role of the Second Screen in GamingSecond screen as a companion to core game play23Core Activities•Prepare for game play•Compare with friends•Challenge and competeCall of Duty: Elite Mass Effect: Datapad Battlefield: BattlelogNeed for Speed: AutologFriday, 7 June, 13
  • 24. June 2013How do companion apps deliver value?•Builds engagement before and after launch of core game•Offers meaningful benefits to the player in the core game•Extends the story world•Extends game play•Monetization24Source: http://schedule.sxsw.com/2013/events/event_IAP2421Friday, 7 June, 13
  • 25. ACaseStudy:OurfirstforayintoTVSecondScreenFriday, 7 June, 13
  • 26. June 201326Friday, 7 June, 13
  • 27. June 201327MultipleScreens=SplitAttentionFriday, 7 June, 13
  • 28. June 201328LostAdvertisingOpportunitiesFriday, 7 June, 13
  • 29. June 201329Friday, 7 June, 13
  • 30. June 201330Friday, 7 June, 13
  • 31. June 201331What are we sharing and discovering?We tap intobite sized moments.Friday, 7 June, 13
  • 32. June 201332LostAdvertisingOpportunitiesFriday, 7 June, 13
  • 33. I’m sosad.Friday, 7 June, 13
  • 34. Didn’tsee thatcoming!Friday, 7 June, 13
  • 35. I hate Simon.Friday, 7 June, 13
  • 36. Idon’tgetit?Friday, 7 June, 13
  • 37. We didit!Friday, 7 June, 13
  • 38. Calledit!Friday, 7 June, 13
  • 39. No F%$#!ingway!Friday, 7 June, 13
  • 40. June 201340Friday, 7 June, 13
  • 41. Friday, 7 June, 13
  • 42. June 201342Friday, 7 June, 13
  • 43. June 201343Friday, 7 June, 13
  • 44. June 201344I Demoed this 1000 times andmy friends got pissed!Friday, 7 June, 13
  • 45. June 201345Friday, 7 June, 13
  • 46. June 201346BroadcasterFriday, 7 June, 13
  • 47. June 201347BroadcasterMedia Planner/BuyerFriday, 7 June, 13
  • 48. June 201348BroadcasterMedia Planner/BuyerAdvertiserFriday, 7 June, 13
  • 49. June 201349BroadcasterMedia Planner/BuyerAdvertiserProducerFriday, 7 June, 13
  • 50. June 201350BroadcasterMedia Planner/BuyerAdvertiserProducerFriday, 7 June, 13
  • 51. June 201350BroadcasterMedia Planner/BuyerAdvertiserProducerFriday, 7 June, 13
  • 52. June 201351BroadcasterMedia Planner/BuyerAdvertiserProducerBroadcaster (ITTeam)Friday, 7 June, 13
  • 53. June 201352BroadcasterMedia Planner/BuyerAdvertiserProducerBroadcaster (ITTeam)IP OwnerNO NOT JK ROWLINGFriday, 7 June, 13
  • 54. June 201353BroadcasterMedia Planner/BuyerAdvertiserProducerBroadcaster (ITTeam)IP OwnerProject was killed by lead advertiser, who felt the secondscreen app would detract from their sponsorship.(I didn’t know they were at the table.)Friday, 7 June, 13
  • 55. June 201354Friday, 7 June, 13