3RD SENSE Second Screen Seminar December 2012
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3RD SENSE Second Screen Seminar December 2012

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Broadcasters, Channels, TV Production Companies and Programme Makers are all wrestling with how best to develop second screen Apps. This presentation takes a look at the state of TV, the state of......

Broadcasters, Channels, TV Production Companies and Programme Makers are all wrestling with how best to develop second screen Apps. This presentation takes a look at the state of TV, the state of mobile and the state of play to help give some direction on what is working. The presentation also includes 5 case studies, two from 3RD SENSE. The original presentation was given by Colin Cardwell, CEO of 3RD SENSE.

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  • 1. PRESENTATION OUTLINE What’s today about? Who are 3RD SENSE? The State of TV The State of Mobile The State of Play So you want to create an App? Case Studies
  • 2. FIRST LAW OF TECHNOLOGY"A consistent pattern in our response to new technologiesis we simultaneously overestimate the short-term impactand underestimate the long-term impact.“ Rule coined by Roy Amara, Past President of The Institute for the Future
  • 3. WHO ARE 3RD SENSE?
  • 4. WE DO PLAY Australia’s leading ‘Play Agency’ 10 years old, established in 2002 A team of 20 technology creatives working out of The Play Studio in North Sydney Creators of Games and Apps with over 250 projects under our belt We work on web, mobile, desktop and social platforms And we do Gamification
  • 5. WEB PLAY Web games Web promotions and competitions Single player Multiplayer Micro-sites Leader boards
  • 6. MOBILE PLAY iOS (iPhone and iPad) Android Cross platform Stand alone and connected Free and Paid
  • 7. SOCIAL PLAY Facebook Apps Facebook Pages Facebook Connect Twitter integration Promotions and Competition
  • 8. DESKTOP PLAY Desktop installable games and Apps Windows, Mac, Linux CD, USB, Web distribution DRM
  • 9. GAMIFICATION Making non-game activities more game-like Motivating and rewarding with points, leader boards, awards, sharing, storytelling, virtual economies and more Games might be part of the strategy, but not necessarily Increase customer loyalty, change behaviours, increase profits, differentiate brands, drive learning, track behaviours and more
  • 10. OUR TOOLKIT Over 100 game engines Cross platform development framework Robust high traffic hosting platform Email marketing system Analytics and reporting Competition management and draw system Virtual economy platform Ad serving platform Ad network Cross platform test suite
  • 11. THE WAY WE WORKWe aim to craft custom solutions for our clients whilst re-using existing code and tools wherever possible. Thismeans we can: Deliver against objectives Deliver on time Stay within budget
  • 12. HOUSE PROJECTS We are also the publisher of Fizzy.com which has over 1750 games and 800,000 members We are the publisher of hit games like Swords and Sandals Our games are played more than 25 million times every month around the World
  • 13. WHO WE WORK WITH
  • 14. THE STATE OF TV
  • 15. OLD TV• Fewer channels• More shared experiences• Not much other media• Less competition for the advertising dollar• Life was simple
  • 16. NEW TVMORE CHANNELS GAMES PVRS CONTENT ON DEMANDSKIPPING ADVERTISING ILLEGAL DOWNLOADS SMARTPHONES TABLETS SAME AD SPEND
  • 17. WE STILL LOVE WATCHING TV Preferred Sources of Entertainment Deloitte: Vox Populi State of the Media Survey 2012
  • 18. WE STILL LOVE WATCHING TV Watching TV in Home has remained steady at around 100 hours per month for All People Watching TV in Home 100 80 60 40 20 0 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012
  • 19. WE’RE DOING IT A BIT DIFFERENTLY Time shifted Viewing is up by 32% Internet use on a PC/laptop continues steady increase, up 11% 8 48 6 46 44 Hrs per 4 month Hrs per 42 month 2 40 0 38 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Watching Video on Internet has doubled, up 51% Watching Video on Mobile has quadrupled, up 116% 4 1.6 3.5 1.4Hrs per month Hrs per month 3 1.2 2.5 1 2 0.8 1.5 0.6 1 0.4 0.5 0 0.2 0 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012
  • 20. SECOND SCREENING 60% of Australian viewers watch TV with a 60% connected device – PC, smartphone or tablet Australian Mulitscreen Report Nielsen Q2 2012
  • 21. WHAT ARE THEY DOING? 22% 22% of all Australian TV viewers use a connected device to find out more about content they’ve seen on TV within 24 hours of viewing Nine Entertainment Co. Nov 2012 35% 25% of US TV viewers use their smartphone to visit a website mentioned on TV Pew Internet, Jul 2012 19% 19% of US TV viewers use their smartphone to post comments online about a program they were watching Pew Internet, Jul 2012
  • 22. RESEARCHJUST IN…
  • 23. THE STATE OF MOBILE
  • 24. SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012 Already some 12 million consumers use smartphones (55% of the population) By 2014, more Australians will access digital services via smartphone than a computer By 2016, more than 20 million smartphone users in Australia
  • 25. SMARTPHONE SALES BY OS
  • 26. IOS VS ANDROID
  • 27. USE OF SMARTPHONES IN AUSTRALIA
  • 28. APPS VS MSITES: APPS ARE WINNING
  • 29. THE STATE OF PLAY
  • 30. Meanwhile… …there has been revolution in the games industry
  • 31. Before the revolution we knew where we stood…Gamers were young adult males who were anti-social, atePizza, drank Coke by the BIG bottle and had no life. Or maybe…
  • 32. Kids! And then this happened…
  • 33. DIGITAL AUSTRALIA 2012 Females make up 47% of the total game population, up from 46% in 2008. The average age of video game players in Australia is 32 years, up from 30 in 2008. 75% of gamers in Australia are aged 18 years or older. 94% of 6 to 15 years play video games 43% of those aged 51 or older play video games.
  • 34. DIGITAL AUSTRALIA 2012 The average adult gamer has been playing video games for 12 years, 26% have been playing for more than 20. Playing habits are moderate with 59% playing for up to an hour at one time and only 3% playing for five or more hours in one sitting. 57% of all gamers play either daily or every other day. Mobile phones are used to play games in 43% of game households, tablet computers in 13%.
  • 35. TO SUM UP SO FAR People don’t just watch TV anymore Smartphones and Tablets are the second screen of choice Play is one of the most popular activities Both genders and all age groups love to play
  • 36. SO YOU WANT TO DO A SECONDSCREEN APP?
  • 37. MOST APPS FAIL
  • 38. REASONS FOR FAILURE… We need/want an App – little or no purpose Little or no marketing Over promise and under deliver Other, better Apps that do the same thing Too short term, failure to re-invest
  • 39. WHAT ARE THE CHALLENGES? CUT THROUGH – how do you even get noticed? CONNECTION - how do you engage your audience? ACTIONS – how do you motivate people to act?
  • 40. CUT THROUGH New, different, you need to stand out Marketing, use existing audiences and fans Best in class – be better than the competition Long term – be prepared to re-invest Must have a purpose
  • 41. CONNECTION Best in class Rich and Engaging Social Must have purpose
  • 42. ACTIONS Define your objectives Set realistic expectations Align with business needs Reward for Loyalty and Engagement Must have a purpose
  • 43. DID WE MENTION PURPOSE?To get the right answers, you have to ask the right questions What do you want this App to do? Is it about social? Is it about engagement? And who are the audience? Is it about Promotion? What does the audience want? Is it about increasing ratings? Should it make money? Is it about Live? Sell the App or Advertising or both? Is it about extending the story? How will you measure ROI? Is it about re-telling the story?
  • 44. ALIGN THE STAKE HOLDERS Content Objectives Audience Advertisers? Right Solution
  • 45. WHAT MAKES APPS ENGAGING? Intrinsically Enjoyable Offers Fun! Participation / Sociability CONTENT Utilitarian/ Community Informative Building Stimulating/ Challenging Inspiring
  • 46. ONE SIZE DOESN’T FIT ALL
  • 47. THE JESSE REDNISS INTERVIEWWatch on YoutubeYou might like to read the supporting article
  • 48. CASE STUDIES
  • 49. USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLERPsych – comedy-drama murder detectiveseries. Launched a full second screenexperience in 2011 for iOS, Android, Web.Fully gamified experience encourages usersto check-in and register with rewardsprogram ‘Club Psych’ –points, badges, awards.Enter special keywords announced duringbroadcast for access to exclusive additionalvideo content only available through app egun-aired extended scene for current episode.
  • 50. USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLER#Hashtag Killer GameLaunched to engage and promote beforeseason 6. Users were given series of clueson a microsite on the Club Psychwebsite, on FB and Twitter to solve amurder.Used the 2 detective characters invideos, messages and tweets in a storylinewritten by the series writers.Game unfolded over 7 weeks with newseries of clues each week.
  • 51. USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLERResults90 million shares on FB & TwitterAv time spent on site of over 12 minutesper visitFirst week of season 6 ratings increase of10% on season 5 average ratings
  • 52. CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGChevy integrated an app, GameTime, with ads launched duringthe Super Bowl 2012 broadcast.Users asked to find number plateson the cars in the ads and matchthem to number plates in the appfor chance to win a car.
  • 53. CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGTrivia game – football, car, Chevy triviaquestionsData Gathered – from userssubmitting competition entriesAd awareness measured with triviaquestions: ‘How many arms do thealiens have in the Volt ad’
  • 54. CHEVY ‘GAME TIME’ APPSECOND SCREEN ADVERTISINGResults733,434 minutes of in-app usageOver 3 million trivia questionsanswered
  • 55. ‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONMillion Pound Drop Quiz show on Channel4 has a suite of integrated apps that allowusers to play along with the program in real-time – web, iPhone, iPad, Android phones& tablets
  • 56. ‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONThe iOS and Android versions also allowusers to play anytime for £1.49 in-apppurchase.Twitter & Facebook integration for sharingAchievements & Awards for incentivisation‘O2’ Video TakeoverBroadcast of 2 min video in first TV breakwith simultaneous takeover of web game.Online ad had CTs to YouTube for morecontent
  • 57. ‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATIONResults 8.6% of total program audience played the game – 189,000 viewers 17.4% watched the full video 2.34% CTR to YouTube 10% higher propensity to purchase among web players
  • 58. NICKELODEON DIDI & B.Introduction Didi & B are two new characters for Nick Jnr A series of craft related short shows aimed at 3-5 year oldsObjectives Extend the show into a interactive educational experience for children and parents
  • 59. FOX FOOTY LIVE KICKObjective - Fox Sports wanted to engage Footy fans when they werewatching the game on TVThe Game Give the fans a game they can play against each other. Make it real by using Live Kick data from the match. Add a Virtual Currency layer to use fan’s passion to drive brand actions. Add in great prizes as an additional motivator Extend into NRL too
  • 60. FOX FOOTY LIVE KICK
  • 61. NRL ON FOX LIVE KICK
  • 62. Take a look at…THE 3RD SENSE SHOWREELOR FIND OUT MORE AT 3RDSENSE.COM
  • 63. LET’S START A CONVERSATION…If you’re looking for a Mobile Game that CUTS THROUGH thenoise, CONNECTS with your target audience and drives theACTIONS you want, get in touch. 02 89 231 200 commercial@3rdsense.com www.3rdsense.com