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  1. 1. Future media in the real world: mobile interactive video during your ski holiday Lyndon Nixon STI International Consulting und Research GmbH
  2. 2. Overview • • • • TV – what is next? The MediaCONNECT experiment Results Lessons learnt
  3. 3. TV - what is next? „Television won't last because people will soon get tired of staring at a plywood box every night.“ - Darryl Zanuck, movie producer, 20th Century Fox, 1946.
  4. 4. Online video – the new information medium
  5. 5. Mobile video Video streaming accounts for 37% of all mobile traffic Of all video streaming traffic, YouTube accounts for 45% A Cisco study* on mobile traffic growth expects • 66% of all traffic by 2014 will be video • having increased 66-fold from 2009 to 2014 * Cisco‘s Visual Networking Index Global Mobile Data Forecast 2010-2015
  6. 6. SmartTVs and second screens • 2/3 of people using a second device while watching video on TV (85% of 18-24yr olds) • SmartTVs in 20% of households, but only 27% have connected them to the Internet • 47% of people use their TV for more than just watching TV
  7. 7. TV applications The second screen market is $490 mil today and could be $5.9 bil by 2017 – Second Screen Society 53% of 16-23 yr olds are discussing what they watch on social media while they watch - Ovum (UK), October 2011 „These apps are one of the cornerstones of the overall Smart TV experience and they will continue to grow both in number and the diversity of experiences.” - Samsung Electronics
  8. 8. Revenues with online video rising Worldwide prognosis for revenue with online video and internet tv by market segment 2010 - 2017 (Mio US $) Courtesy Digital TV research
  9. 9. Is interactive video the next big thing?
  10. 10. Web hypervideo: a niche with promise Current interactive video providers quote customers as saying it keeps visitors longer on site and increases the video-to-sales ratio: partner: “We’ve seen anywhere from a 6 to 30% increase in conversion on all products that have video” ( [1]. WireWAX partner: "With a click-through-rate of 58%, this amounted to nearly $20,000 of sales in just two weeks." (OkiNi) [2] VideoClix with DailyMotion: "Average viewer clicks on objects range from 1 to 3 clicks per viewer per minute with ad clickthrough-rates (CTR) as high as 55%." [3]
  11. 11. Linking TV ads to second screens
  12. 12. Linking TV to tourism offers
  13. 13. ConnectME ( We can put related information on the main or second screen (Where is it? What does it offer?) Browsing and e-commerce can be shifted to the personal device Where is Obertauern? Which peak is that? that Can I ski there? Ho What is the building If it is a hotel, how i the accommodatio
  14. 14. ConnectME mobile or SmartTV
  15. 15. Technological innovation On the fly fresh enrichment of video based on conceptual annotation and serverside content linking
  16. 16. But we need to test this Do users recognize the interactive elements in the video? Do they understand how to interact with them? Are users more satisifed when a video is enriched or are the enrichments distracting? Which information does a viewer want to access during or after viewing a video? Do people actually prefer interactive video???
  17. 17. MediaCONNECT experiment ExperiMEDIA project is exploring new forms of „live“ social interaction and experience enabled by the Future Media Internet Our MediaCONNECT experiment examines QoE of interactive video for visitors in the Schladming winter region
  18. 18. Enriched video player (for iPad/Android tablet)
  19. 19. Experiment workflow 1. Find a volunteer 2. Brief info about the experiment & competency questions 3. Use the video demo (observation, analytics) 4. Questionnaire about user QoE 5. Demographic questions & thank you
  20. 20. Our experiment @ Schladming, 6-8 March 2013
  21. 21. Results (1) classified diverse user types (2) most interesting enrichments (3) most useful enrichments
  22. 22. Users vary in their affinity to video interaction Participant interaction graph SCHLR1_30 SCHLR1_7 SCHLR1_6 SCHLR1_5 SCHLR1_4 SCHLR1_3 SCHLR1_2 SCHL1_1 WIENR1_5 WIENR1_4 WIENR1_3 WIENR1_2 WIENR1_1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
  23. 23. Local business and information the most interesting enrichments 35 30 Widget cathegory views 25 20 15 10 5 0 Business Help Info Map Rout Weather Youtube
  24. 24. Average viewing time of an enrichment (blue) Standard deviation in viewing time (red) Weg von Salzburg Sonnenbrille Snowboard Info Slalom Info Skipiste Info SkiLine Schladming Wetter Schladming Landkarte Most consistently Schladming Info interesting enrichments Rodeln Info Planai Tv were: Planai Info - local infrastructure Planai Beach Klangpiste information Jukebox Info - local business and Intersport Info Intersport product information Internet - the route from Hohenhaustenne Gondola Salzburg Freestyle-Skiing Info Die Blaue Donau Waltz 0 50000 100000 150000 200000 250000 300000
  25. 25. Lessons learnt (first experiment) Consumers vary evenly in their willingness to interact with video – the classical passive option must always be available Quick access to background information to topics in the video and links to things of interest in viewer's vicinity were most popular Video in video was positively experienced Participants found video interactivity interesting, but needs testing „in the wild“
  26. 26. Second experiment (in the wild) Online player at announced on Social Networks (Facebook, Twitter) and within the partners communities. Experiment was conducted from 17 to 26 June 2013, and had 25 participants with 48% repeat visits.
  27. 27. Results – international reach, varying interaction Country / Territory Austria Italy Romania Germany Switzerland China France Portugal Australia Canada Chile Czech Republic Isle of Man United States Total Visits Visits 20 15 13 10 3 3 3 2 1 1 1 1 1 1 75 Avg. Visit Duration 450.35 571.07 173.31 3024.40 82.33 118.67 163.33 41.00 107.00 78.00 0.00 0.00 193.00 195.00 24.00% No/Low intreaction Average interaction 8.00% 68.00% High interaction
  28. 28. Results – most interest in maps and general information BusinessPlugin 3 VideoPlugin 23 BookingPlugin 26 DBPediaInfoPlugin 59 GeoNamesMapPlugin 67 0 10 20 30 40 50 60 70 80
  29. 29. Conclusions from MediaCONNECT In a real life context, our technology was interesting for a significant niche of persons. The interaction behavior of the participants was not uniform, nor guided by tasks, therefore widget accesses varied widely. The factual information widgets and the geographical widgets were the most popular. AT&DE participants spent relatively more time on understanding the data provided by the widgets. Video widgets were preferred more by the NON-GERMAN participants. This fact strengthens the observation that participants with a lower connection to the video content, in terms of language, cultural context tried to build expand their understanding of the video through widget content.
  30. 30. Thanks for your attention More technology at Acknowledgements: my colleagues Cristian Bara and Matthias Bauer for making the experiments, Graz University of Technology our MediaCONNECT partner, Salzburg Research whose open source player and Linked Media Framework are used in ConnectME, Seekda GmbH for their support Lyndon Nixon STI International Consulting und Research GmbH