THE SECOND SCREEN Use of
a screen-based device concurrent with the consumption of another form of linear content on a separate screen.
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.
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
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
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
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
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.
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.
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).
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.
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.
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.
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.
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.
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.