Augmented TV

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this is the presentation I held at social media week in berlin in 2012. the thinking is that 2nd screen can replace the traditional advertising model on the 1st screen - so far no tv channel was …

this is the presentation I held at social media week in berlin in 2012. the thinking is that 2nd screen can replace the traditional advertising model on the 1st screen - so far no tv channel was courageous enough to go for it ;)

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  • 1. AUGMENTED TV Kai Platschke Social Media Week Berlin 25.09.2012 © 2012 by Kai Platschke* !
  • 2. WE HAVE RECENTLY INVESTED A LOT OF TIME AND MONEY IN THIS TOPIC, WHY? © 2012 by Kai Platschke* ! 2
  • 3. 01 02 03 04 05 06 07 EVERYONE TALKS ABOUT IT © 2012 by Kai Platschke* ! 3
  • 4. EVERYONE TALKS ABOUT IT à http://open-social-publishing.com/2012/07/18/innovation-case-multisensoral-publishing-toyotaund-shazam/ CONTENT PRODUC. BRANDS STATIONS since a In US TV SET MANUF. while, here Toyota tested it: shazaaming TV spots – not really augmented TV, but augmented advertising ;) SM PLATFROMS CABLE PROVIDER GOVERNMENTS SET TOP BOX PROVIDERS © 2012 by Kai Platschke* ! 4
  • 5. EVERYONE TALKS ABOUT IT à BRANDS CONTENT PRODUC. STATIONS TV SET MANUF. SM PLATFROMS CABLE PROVIDER GOVERNMENTS SET TOP BOX PROVIDERS Preparing their content for view on tv sets, e.g. through apps on tv sets, some even by pay per subscription © 2012 by Kai Platschke* ! 5
  • 6. EVERYONE TALKS ABOUT IT à http://www.justapps.de/2011/augmented-tv-pro-sieben-testet-galileo-quiz-mit-iphoneinteraktion/ BRANDS CONTENT PRODUC. STATIONS TV SET MANUF. SM PLATFROMS GOVERNMENTS © 2012 by Kai Platschke* ! CABLE PROVIDER Viewers of the show can answer questions shown on the TV screen with the help of the application Junaio on their iPhone PRO7/JUNAIO PRO SIEBEN TESTS IPHONE INTERACTION WITHIN THEIR SHOW GALILEO SET TOP BOX PROVIDERS 6
  • 7. EVERYONE TALKS ABOUT IT à http://www.engadget.com/2012/01/10/sky-to-introduce-augmented-tv-viewing-with-zeeboxcompanion-ap/ BRANDS CONTENT PRODUC. STATIONS TV SET MANUF. SM PLATFROMS GOVERNMENTS © 2012 by Kai Platschke* ! Once released, you'll be able to connect with fans of the same shows, , digest more program information and even purchase onscreen products. Still, zeebox today is not much more than a TV guide CABLE PROVIDER SET TOP BOX PROVIDERS SKY/ZEEBOX SKY TO INTRODUCE AUGMENTED TV VIEWING WITH ZEEBOX COMPANION APP 7
  • 8. EVERYONE TALKS ABOUT IT à BRANDS CONTENT PRODUC. STATIONS TV SET MANUF. SM PLATFROMS GOVERNMENTS © 2012 by Kai Platschke* ! CABLE PROVIDER 7,5M Haushalte werden Ende 2012 in D einen Smart TV haben (Horizont), 55% aller TV die gekauft werden sind smart TV – kein anderes Gerät hat sich so schnell verbreitet SET TOP BOX PROVIDERS 8
  • 9. EVERYONE TALKS ABOUT IT à BRANDS STATIONS CONTENT PRODUC. Facebook holds a lot of video content (like tape tv) that is already in apps on gaming consoles and TV sets. Perfect for social viewing, like commenting in the same window than the show TV SET MANUF. SM PLATFROMS CABLE PROVIDER GOVERNMENTS SET TOP BOX PROVIDERS © 2012 by Kai Platschke* ! 9
  • 10. EVERYONE TALKS ABOUT IT à BRANDS CONTENT PRODUC. Depending on the provider you‘ll have an additional menu on your screen, with a different set of apps and services (like recording, replay, etc.) STATIONS TV SET MANUF. SM PLATFROMS CABLE PROVIDER GOVERNMENTS SET TOP BOX PROVIDERS © 2012 by Kai Platschke* ! 10
  • 11. EVERYONE TALKS ABOUT IT à BRANDS CONTENT PRODUC. STATIONS TV SET MANUF. SM PLATFROMS CABLE PROVIDER GOVERNMENTS SET TOP BOX PROVIDERS Apple TV or Google TV (end of Sept finally available in Germany, through a Sony Box). Plus many more, even HAMA has a own program available with a Wii like remote control © 2012 by Kai Platschke* ! 11
  • 12. EVERYONE TALKS ABOUT IT à http://www.spiegel.de/netzwelt/web/ard-und-zdf-im-netz-umstrittene-expertisen-a-626970.html CONTENT PRODUC. BRANDS The RundfunkstaatsSTATIONS rules exactly the TV SET MANUF. vertrag role and objectives of German tTV It does not allow certain engagements in content and internet / online offers SM PLATFROMS CABLE PROVIDER GOVERNMENTS SET TOP BOX PROVIDERS © 2012 by Kai Platschke* ! 12
  • 13. 01 02 03 04 05 06 07 STILL NO ONE AND NO WORDING HAS CONVINCED EVERYONE © 2012 by Kai Platschke* ! 13
  • 14. YEAH. ;y little Slideshare presentation is #1 in the Google results for “Augmented TV” à © 2012 by Kai Platschke* ! 14
  • 15. 01 02 03 04 05 06 07 THERE ARE PRODUCTS POPPING UP ALL THE TIME © 2012 by Kai Platschke* ! 15
  • 16. TVTAK AUGMENETD REALITY MEETS TV / SHAZAAM / SOUND RECOGNITION Our Comment: Hold your smartphone in front of your TV and will see even more advertising!!! – same is valid for Shazaam btw … http://www.youtube.com/watch?v=cvlf4By8v4U © 2012 by Kai Platschke* ! 16
  • 17. INTO_NOW THE NEW YAHOO! THING GOES BEYOND SOCIAL TV Our Comment: Looks like this is to find out what I am watching and then share this fact … well, Videotext and Facebook would do, too http://www.youtube.com/watch?v=qZMNElVpKtQ © 2012 by Kai Platschke* ! 17
  • 18. META MIRROR THE FUTURE OF TV Our Comment: We like the idea, because it’s about relevance. http://www.designbynotion.com/metamirror-next-generation-tv/ © 2012 by Kai Platschke* ! 18
  • 19. SOCIAL TV MANY APPS CONCENTRATE JUST ON THE SOCIAL FEATURE http://www.stern.de/digital/homeentertainment/social-tv-alleine-fernsehen-war-gestern-1774324.html © 2012 by Kai Platschke* ! 19
  • 20. 01 02 03 04 05 06 07 RESEARCH SHOWS HOW TV CONSUMPTION CHANGES © 2012 by Kai Platschke* ! 20
  • 21. -  Up to 90% of iPad users (FullSIX GROUP/OTO study 2011, depending on market) have used it in parallel to watching TV. -  And that does not include those who go online with their mobile phone, laptop, gaming console, MP3 player, android tablet or desktop. © 2012 by Kai Platschke* ! 21
  • 22. The traditional TV watching experience has dramatically changed à © 2012 by Kai Platschke* ! 22
  • 23. The traditional TV watching experience has dramatically changed à © 2012 by Kai Platschke* ! 23
  • 24. 1 Augmented TV experiences are not something for the future, but something that has already arrived a while ago! © 2012 by Kai Platschke* ! 24
  • 25. 1 Augmented TV experiences are not something for the future, but something that has already arrived a while ago! People have created it themselves and the only question that stays unanswered is how TV stations, other content providers and brands can use this new habit. © 2012 by Kai Platschke* ! 2 25
  • 26. 1 Augmented TV experiences are not something for the future, but something that has already arrived a while ago! People have created it themselves and the only question that stays unanswered is how TV stations, other content providers and brands can use this new habit. 3 2 And how can this be integrated into the new marketing model of relevancy instead of frequency – to proceed in the switch from pure messaging towards delivering true and useful service © 2012 by Kai Platschke* ! 26
  • 27. 01 02 03 04 05 06 07 TECHNICALLY EVERYTHING IS POSSIBLE © 2012 by Kai Platschke* ! 27
  • 28. EVERYTHING IS POSSIBLE à SOCIAL TV AUGMENTED TV through the internet connection of modern TV sets it is possible that the audience chats on Facebook via a build in Facebook App on the TV screen, or via apps on smartphones and tablets with their friends while watching the same program This is what everyone tries to do/ does today. SYNCHRONIZED TV © 2012 by Kai Platschke* ! 28
  • 29. EVERYTHING IS POSSIBLE à SOCIAL TV AUGMENTED TV SYNCHRONIZED TV © 2012 by Kai Platschke* ! as we know what people are watching (timeline connected apps, Shazaam like technologies, AR, etc.), we can now deliver them additional information (recipes, ecommerce links, biographies, etc.) in a parallel experience on their tablet or smartphone. This is he simplest of all three, as this is based on a behaviour that we already find in consumers’ homes today and everyone interested can immediately start to take its part in it. That’s why this is our current focus at FullSIX. 29
  • 30. EVERYTHING IS POSSIBLE à SOCIAL TV AUGMENTED TV in a personalisation model, we are now able to create personalized viewing experiences based on behaviour, including advertising, to slowly replace linear TV. This is yet to come – you should follow the developments to be ready as soon as it comes. SYNCHRONIZED TV © 2012 by Kai Platschke* ! 30
  • 31. 01 02 03 04 05 06 07 WE DEVELOPED OUR OWN POV © 2012 by Kai Platschke* ! 31
  • 32. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! © 2012 by Kai Platschke* ! 32
  • 33. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED TV THAN SOCIAL INTERACTIONS © 2012 by Kai Platschke* ! 33
  • 34. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED TV THAN SOCIAL INTERACTIONS AS IT IS SOMETHING PEOPLE DO THEMSELVES, ALL CONCEPTS NEED TO DRIVE RELEVANCE TO BE ACCEPTED © 2012 by Kai Platschke* ! 34
  • 35. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED TV THAN SOCIAL INTERACTIONS AS IT IS SOMETHING PEOPLE DO THEMSELVES, ALL CONCEPTS NEED TO DRIVE RELEVANCE TO BE ACCEPTED BIGGEST BENEFIT IS IN THE CONTENT AREA © 2012 by Kai Platschke* ! 35
  • 36. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED TV THAN SOCIAL INTERACTIONS AS IT IS SOMETHING PEOPLE DO THEMSELVES, ALL CONCEPTS NEED TO DRIVE RELEVANCE TO BE ACCEPTED BIGGEST BENEFIT IS IN THE CONTENT AREA WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT THEM! © 2012 by Kai Platschke* ! 36
  • 37. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED TV THAN SOCIAL INTERACTIONS AS IT IS SOMETHING PEOPLE DO THEMSELVES, ALL CONCEPTS NEED TO DRIVE RELEVANCE TO BE ACCEPTED BIGGEST BENEFIT IS IN THE CONTENT AREA WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT THEM! THIS COULD BE THE LONG AWAITED START OF A NEW FINANCING MODEL FOR TV AND MAKE IT LESS HATED © 2012 by Kai Platschke* ! 37
  • 38. AUGMENTED TV IS READY TO BE DONE BY EVERYONE – SO DO IT! WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED TV THAN SOCIAL INTERACTIONS AS IT IS SOMETHING PEOPLE DO THEMSELVES, ALL CONCEPTS NEED TO DRIVE RELEVANCE TO BE ACCEPTED BIGGEST BENEFIT IS IN THE CONTENT AREA WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT THEM! THIS COULD BE THE LONG AWAITED START OF A NEW FINANCING MODEL FOR TV AND MAKE IT LESS HATED IT SEEMS TO BE THE INTEREST OF TV STATIONS TO ENHANCE TV-SPOTS, NOT RELEVANCE © 2012 by Kai Platschke* ! 38
  • 39. 01 02 03 04 05 06 07 WE BUILT A PROTOTYPE. © 2012 by Kai Platschke* ! 39
  • 40. VISION APPS WILL ALLOW CONSUMERS TO AUGMENT THEIR PERSONAL TV EXPERIENCE EASILY THEY WILL GIVE BRANDS AND TV STATIONS A WHOLE NEW UNIVERSE TO DELIVER A NEW KIND OF RELEVANT ADVERTSISING © 2012 by Kai Platschke* ! 40
  • 41. WE SEE THE BIGGEST OPPORTUNITIES TODAY IN THESE 4 AREAS: SOCIAL FEATURES © 2012 by Kai Platschke* ! INTERACTION FEATURES CONTENT FEATURES COMMERCE FEATURES 41
  • 42. SOCIAL FEATURES Chat, comment, like Real time discussions during the program © 2012 by Kai Platschke* !
  • 43. WE SEE THE BIGGEST OPPORTUNITIES TODAY IN THESE 4 AREAS: SOCIAL FEATURES © 2012 by Kai Platschke* ! INTERACTION FEATURES CONTENT FEATURES COMMERCE FEATURES 43
  • 44. INTERACTION FEATURES Play the game « be a chef » Forecast the result of the show and win points with your friends Show your score on Facebook and win a VIP evening at the season’s final Show all products used in show via augmented reality and catch them. © 2012 by Kai Platschke* !
  • 45. WE SEE THE BIGGEST OPPORTUNITIES TODAY IN THESE 4 AREAS: SOCIAL FEATURES © 2012 by Kai Platschke* ! INTERACTION FEATURES CONTENT FEATURES COMMERCE FEATURES 45
  • 46. CONTENT FEATURES Bonus videos Behind the scenes Exclusive news on the actors, jury members, participants, places, recipes, etc. © 2012 by Kai Platschke* !
  • 47. WE SEE THE BIGGEST OPPORTUNITIES TODAY IN THESE 4 AREAS: SOCIAL FEATURES © 2012 by Kai Platschke* ! INTERACTION FEATURES CONTENT FEATURES COMMERCE FEATURES 47
  • 48. COMMERCE FEATURES Buy all products and utilities used in show Buy them cheaper if more friends join Deliver a dish made during the show in your home. Book a table in the chef’s restaurant © 2012 by Kai Platschke* !
  • 49. ! DEMO For the purpose of our prototype we have chosen the show Glee, which is broadcasted on SuperRTL. In the example SuperRTL has given H&M the exclusive sponsorship for this show, to replace traditional interruption by spots. http://youtu.be/dGfuNX21lqo © 2012 by Kai Platschke* ! 49
  • 50. THAT’S IT FOR NOW. WHAT DO YOU THINK? © 2012 by Kai Platschke* ! 50