Second Screen Strategy: Planning For (And Against) A Multi-Screen World

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Today, 90% of media consumption is screen based. In 2014, the number of mobile devices in the world will exceed the global population. By 2018, there will be 1.4 connected mobile devices per person. That means that, as people move through the world, they will increasingly move with at least one other screen in hand (and even more devices on hand).

While the Second Screen revolution may have started with distracted television viewers, today, the multi-screen world demands marketers who know how to plan for it. This presentation breaks down second screen strategy into actionable advice for brands and marketers. These trends in consumer behavior apply to all brands that seek to connect with the people who matter most to them in an increasingly screen-based world. It has been presented at the Nordic Media Summit (Copenhagen) and the Event Marketing Summit (Salt Lake City).

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Second Screen Strategy: Planning For (And Against) A Multi-Screen World

  1. planning for (and against) THE SECOND SCREEN strategies for a multi-screen world
  2. Ben Grossman VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #2ndScreenStrategy e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  3. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  4. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  5. 1.4 MOBILE DEVICES PER PERSON BY 2018 Cisco, 2014
  6. 18X 2013 DATA TRAFFIC WAS THE SIZE OF THE ENTIRE INTERNET IN 2000. Cisco, 2014
  7. NOT SURPRISING, SINCE 90% OF MEDIA CONSUMPTION IS SCREEN BASED 10% ANALOG 90% DIGITAL Google, 2012
  8. AND GIVEN THAT WE LIVE IN A WORLD WHERE ATTENTION IS A PRECIOUS COMMODITY, PEOPLE SPEND A LOT OF TIME LOOKING AT MULTIPLE SCREENS.
  9. ENTER THE SECOND SCREEN
  10. THE SECOND SCREEN Use of a screen-based device concurrent with the consumption of another form of linear content on a separate screen.
  11. THE SECOND SCREEN Once specific to screens secondary to the television, today, the term has come to describe consumers’ multi-screen habits and cross-screen journeys.
  12. THE SECOND SCREEN Peaked, it has! 85% of smartphone and tablet owners use their devices while watching television. 2004-2014: RISE OF TERMINOLOGY 2005 2007 2009 2011 2013 Google Trends, 2014, Nielsen
  13. THAT MAY SOUND DISTRACTING. BUT, LOOK CLOSER AND THERE’S A MAJOR OPPORTUNITY. Viewers using a sync application to view TV programming showed a 26% higher engagement rate than their solo-screen viewing counterparts. Time Warner, 2013
  14. AND BRANDED APPLICATIONS HAVE PERFORMED BETTER THAN GENERICS. SECOND SCREEN MOBILE APPLICATION ENGAGEMENT BRANDED 144 INDEX INCENTED 131 INDEX GENERIC 115 INDEX Time Warner, 2013
  15. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  16. 2 TYPES OF SECOND SCREEN BEHAVIOR 22% 78% COMPLEMENTARY MULTI-TASKING The simultaneous use of screens where activities or content are related, and thus, stands to increase engagement. The simultaneous use of screens where activities or content are unrelated, and thus, constitutes a potential distraction. Microsoft, 2014
  17. COMPLEMENTARY MULTI-TASKING “If there’s an actress that I recognize, but I can’t remember where I recognize her from, I’ll just do a quick search on IMDB, or something like that.” -Andrew “Just out of habit, picking up the touchpad or the phone and deciding to search on the internet for a little bit. [...] It’s frustrating that I do it though, because you feel like you don’t stay as engaged...” -Bradley 2 TYPES OF SECOND SCREEN BEHAVIOR
  18. 9% SECOND SCREEN ACTIVITIES 15% 23% 25% 42% 44% 60% EMAIL INTERNET BROWSING SOCIAL MEDIA GAMES SEARCH WORK VIDEO Microsoft, 2014
  19. MULTI-TASKING COMPLEMENTARY REAL-TIME RESEARCHING SITUATIONAL SOCIALIZING ONGOING GRAZING GREAT ESCAPING
  20. REAL-TIME RESEARCHING A simultaneous journey where consumers view related content on two or more devices at the same time. Generally motivated by curiosity, desire for efficiency and habit.
  21. SITUATIONAL SOCIALIZING Connecting with like-minded communities, using first screen content as a catalyst for conversation. Generally motivated by extroversion, desire for connection and habit.
  22. ONGOING GRAZING The most common behavior; users access separate, unrelated content in order to multi-task. Generally motivated by habit, personal preference and efficiency.
  23. GREAT ESCAPING In the absence of interest in first screen content, consumers jump to a second screen, unrelated distraction. Generally motivated by boredom, desire for efficiency and habit.
  24. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  25. Create A Multi-Screen Experience Encourage Real-Time Researching and Situational Socializing by actively suggesting a Second Screen experience to viewers. Possibilities include: 1. Real-Time Engagement: Use a mobile app or hashtag to encourage voting, live questions or user contribution. 2. Contextual Networking: Leverage a specialized, synced mobile app or existing social network for viewers. 3. Optional Deep-Dive: Enrich the first screen by providing complementary content that offers more depth (behind the scenes and after shows) through a mobile app or online destination.
  26. Create A Multi-Screen Experience Sponsor-branded or co-created multi-screen experiences can help to ensure that viewers (including those that view asynchronously) are fully engaged with content -- including advertiser messages. USA Network ’s Suits has a suite of Lexus-branded second screen experiences, including Suits Live and Suits Recruits, that engage users during and after the show.
  27. TV Everywhere, Enhanced Plan for some level of Ongoing Grazing and, in worst cases, Great Escaping, by making key content available after the first screen experience is over. 1. Digital Archives: Allow users to pick up viewing on across screens, time and location. 2. Personalized Recommendations: Provide content with additional, personalized context and recommendations to encourage further viewing. 3. Dedicated Follow-Up: Make viewing an event, complete with follow-up communications (email, mobile app or social media).
  28. TV Everywhere, Enhanced Beyond simple syndication of content to other platforms, series that develop rich ecosystems of multimedia content to surround their episodes reign supreme and deliver alternate sources of revenue. Log oTV’s RuPaul’s Drag Rac e surrounds its episodes with a world of social media, branded live events and content generated by the show and its contestants.
  29. Use Snackable Content Whether it’s to enable Situational Socializing or to grab attention when an audience has begun Ongoing Grazing, small-form content is key. 1. Repackaging of Content: Offer video clips, animated .GIFs or meme-like photos before, during and after the viewing experience. 2. Tweetable Moments: Request certain behaviors of viewers by focusing their attention on specific “Tweetable Moments” to encourage audiences to engage in Situational Socializing. 3. Contribute Conversations: Leaders do more than distribute content -- they foster conversations with cast, fans and more.
  30. Use Snackable Content Properties that choose to embrace consumers’ desires to remix and share content through social media can generate greater buzz before, during and after viewers consume content. Contributing pre-crafted, snackable content is key. American Idol, which engaged users across screens from the start, leads the way with animated .GIFs and video clips to promote its 13th season.
  31. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  32. Abandoning The First Screen Consider breaking away from traditional audiences by leveraging digital properties, including influencers, as the channel. When content is designed with second screens in mind first, the result is a significantly more engaging experience. Cotton’s 24-hour Runway Show is a second screen by design annual event. It leverages influencer partnerships and People magazine to reach its target audience through traditionally secondary screens.
  33. Design Audience Interaction Creativity can lead to the perfect branded experience that takes over the second screen, while also contributing to engagement. Coca-Cola knew 60% of Super Bowl viewers would be on a second screen. It made sure through it’s own Polar Bowl that viewers didn’t miss its message, reaching 9 million people with an average dwell time of 28 minutes.
  34. Require Use of the Second Screen Second Screen distraction (multi-tasking) becomes less of a risk when an audience is required to actively use it to engage in the content being presented. Solutions can either leverage personal devices or arm attendees with loaned devices. Disney ’s Second Screen offering requires users to synchronize iPads with live films to enrich the experience, engaging audiences at every turn of the film.
  35. INSPIRE SHARING BRAND EXPERIENCE PRINCIPLES ADD VALUE USER-FIRST DESIGN ON (NOT IN) THE WAY ENGAGE ALL
  36. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  37. Ben Grossman VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #2ndScreenStrategy e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  38. planning for (and against) THE SECOND SCREEN strategies for a multi-screen world

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