Connected TV MediaLAB Amsterdam

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  • Introduce the group
  • Talk why the question changedWe changed the question because we want to focus on connectivity and convergence and leave tv makers and adv in a paralel researchMention that even TV makers and advertisers is not in the question they are not excluded from our research
  • Talk why the question changedWe changed the question because we want to focus on connectivity and convergence and leave tv makers and adv in a paralel researchMention that even TV makers and advertisers is not in the question they are not excluded from our research
  • Talk why the question changedWe changed the question because we want to focus on connectivity and convergence and leave tv makers and adv in a paralel researchMention that even TV makers and advertisers is not in the question they are not excluded from our research
  • - the user is the main stakeholder in our research because ?Makers create the contentUser uses the content, tv format makers create the content and advertisers use that content to advertise (need to rephrase that)
  • General process of our worktwo paths: three stakeholders, we decided to separate because we need to understand what the user want in a separate way of the adv and form. makers can offer because user is going to use in a user way, watch content, other side need broadcaster tv m adv also want to put the content on this app.Merging the paths
  • Why they buy the Smart TV?Sound, Image Quality, Screen SizeUser use other devices while watchingSecond screen increases productivity of the viewer
  • Before we can answer this question we need to know the User landscapeBy ‘User Landscape’ we mean the entire user environment in which a Connected TV is used.90% of our media interactions are screen basedIs this time divided amongst the devices?
  • A smartphone is mostly used as an on-the-go device which is used during short bursts of time. It is also primary associations with the smart is Communication and Entertainment.For the Tablet the main association is also entertainment, but the interactions are longer and people have a decreased sense of time whle using it.Laptop is mostly associated with work and is used mostly with a serious research intensive attitude.TV interactions take the longest and is used in the living room to entertain.
  • Multi screen use: TV is mostly used in combination with any other device.To conclude the study done by Google they learned that most of the time when TV is watched, another screen is being used. These instances present the opportune time to convey your message and inspire action.And to do that, the user needs to be triggered with content.
  • The Connected TV offers the audience a broad range of opportunities to stay tuned in the television. From a world of channels there is now access to infinite possibilities of apps, streaming, games, web browsing and social networking. The true value proposition that audience is looking for relies on content and experiences. This development must be in hands of the creative departmentto extend the story world’s universe among multiple layers that tell a different part of the story
  • behind the scenes, photos, videos, background information about characters, maps, episode’s insights, polls, quizzes, temporary notes during the broadcast, previews of next shows and special features for the different series. Hawaii Five-O, it provides an on location map. chat with others via social networks. cast and crew of the show. filters conversations about the shows from Fb and Tw into a central location so viewers don’t have to bounce from one
  • Broadcasters seems to be afraid of new technologiesConnectedtv can hellp broadcasters to keep their audience: broadcasters need to eperiment on the smart tv market of connection of internet because they can extend the format to everything they want. They can make change the live show in real time with interaction and social. It can be changed incredible.
  • - Remark what is cool to this app: the second screen is connected to the tv and relates what is on tv, extra material about the show, general information. Can connect to fb so can connect to friends. Everything that it found about products, is clickable and link to a store.
  • The possibilities are measurement, interactivity and personalization.You can measure who watches and when, but there’s no measurements standards.Technologies limitations.Negative: advertising on connected tv is expensive, lot of time to do it and money, and it’s not very effective yet.
  • - Kimberly interview
  • there’s a fight!In what way our prototype will influence
  • Connected TV MediaLAB Amsterdam

    1. 1. Connected TV
    2. 2. Research Question “How can we build tools to enrich TV “How can Connected TV help format with the possibilities of convergence and increase userConnected TV to increase convergence engagement?” for TV makers and advertisers?”
    3. 3. Sub Research Questions• How can we make advertising on connected TV’s more interesting for advertisers?• What content can the Connected TV platform offer so the audience can engage within?• Which extra capabilities do connected TVs offer to TV formats?• What will trigger users to use Connected TV in their daily life?• What are the challenges and opportunities in developing for Connected TV?
    4. 4. Methodology• Desk Research• Interview with users• Field research in Connected Living
    5. 5. Current Status
    6. 6. User Landscape• What will trigger users to use Connected TV in their daily life?
    7. 7. Role of TV in the multi screen world
    8. 8. Content• What content can the Connected TV platform offer so the audience can engage within?
    9. 9. Content - CBS Connect
    10. 10. TV Format makers• Which extra capabilities do Connected TVs offer to the TV formats?
    11. 11. Best Second Screen Practice
    12. 12. Advertisers• How can we make advertising on connected TV’s more interesting for advertisers?
    13. 13. Advertisers
    14. 14. Fight for the living room
    15. 15. Questions or feedback?

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