Lumi mobile tv engagement & insight


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Lumi mobile tv engagement & insight

  1. 1. Antena 3<br />Real-time Television Insight & Engagement<br />March<br />
  2. 2. We Provide Tools & Technologies That Engage Audiences and Help Generate Insights<br />Lumi mobile’s technology is proven to generate significant audience insights around live broadcast events in truly real time<br />Participating audiences watch the show for substantially longer, are more engaged, and enjoy their viewing experience more<br />Participants freely share their opinions through a variety of mechanisms including moderated chat, voting, polling, “dial tests” and more<br />Results are reported instantly allowing for further probing and testing during events<br />Lumi’s technology runs across all mobile platforms including phones, tablets and even internet-connected TVs<br />Lumi can support a wide range of mobile-enabled market research services in addition to real-time engagement events<br />
  3. 3. Content<br />Lumi’s Live Engagement & Insight Technologies<br />Lumi Case Studies & Impact<br />About Lumi<br />Mobile Market Dynamics<br />
  4. 4. Our Real-time Engagement & Insight Technology<br />
  5. 5. Lumi Mobile Powers Real-time Interactivity<br />We provide powerful real-time mobile interactive services<br />Our mobile platform makes it simple to capture an audience’s reactions to and impressions of live TV / live events instantly<br />Our system makes it possible to respond to events in real-time to cope with both scripted and unscripted or unanticipated moments <br />The rich set of features ensures that all participants enjoy the research experience and want to continue to participate from beginning to end<br />Data / results available instantly<br />
  6. 6. We Create True, Real-time Interactivity<br /> Television<br /> Audience<br />Traditional interactivity is one-way: choose your show, text a vote <br />Two way interaction allows viewers to play along in latency-free real time and see the results broadcast<br />
  7. 7. Features to Support Live TV Engagement & Insight<br />Lumi Server Platform<br /><ul><li>Secure, scalable client handler
  8. 8. Content reformatting & push
  9. 9. Real-time push / pull management
  10. 10. Real-time results / score calculation
  11. 11. Operator dashboard
  12. 12. Statistical dashboard
  13. 13. Data export
  14. 14. Integration with 3rd party systems</li></ul>Select Lumi Mobile Application Framework Features <br /><ul><li>User profile / data capture
  15. 15. Timer / countdown
  16. 16. Chat, trace, vote, rate, comment, etc.
  17. 17. Real-time push or management of content, questions, and more
  18. 18. Millisecond application responsiveness
  19. 19. Instant return of audience results, comments, and feedback
  20. 20. Moderator push announcements
  21. 21. Push alerts including custom sounds, phone buzzing, flashing, etc
  22. 22. Delivery of additional content (pictures, text, video)
  23. 23. Facebook, Twitter or closed social network integration
  24. 24. Competitions</li></li></ul><li>We Test Thoroughly to Ensure High Degree of Usability<br />
  25. 25. We Can Analyse Complete Mobile Phone Behavior to Provide a Powerful Source of Rich Insight<br />Our Passive Mobile Tracking can Provide a Rich Dataset on Actual Use & Behavior<br />Services include:<br /><ul><li>Track complete phone usage
  26. 26. Track ad exposure and responses to ads
  27. 27. Capture screen information
  28. 28. Follow chains of actions
  29. 29. Track location and related information
  30. 30. Passive listening tools can be incorporated
  31. 31. Active surveys / questionnaires can be pushed to individuals based on actions, location, etc. </li></li></ul><li>Television Engagement & Insight:Case Studies, Results and Experience<br />
  32. 32. Our Experience Providing Real-time TV Engagement Experiences<br />
  33. 33. Live, Real-Time Engagement & Dynamic Research: X Factor<br />The X Factor Pilot ran live around the final episode of X Factor provided a range of features and generated significant insight:<br />Predict <br />Context <br />Fun<br />We delivered a mobile app with live opinion polling, moderated chat and predictive questions around the final of the show<br />We provided real time interaction – multiple choice and 1:10 rating questions were scripted and “pushed” to the group based on events as they happened in the live broadcast and according to the audience chatter<br />For panelists the experience was like a “mobilecast” that parallels the broadcast and enhancing the overall viewing experience<br />Vote<br />Results<br />Worm<br />
  34. 34. Consumers Enjoy Using Our Technology: X Factor Pilot<br />Did participating in our mobile application make watching the show more or less enjoyable?<br />Source: Lumi Mobile December 2010 <br />
  35. 35. We Have Demonstrated our Ability to Sustain Audience Engagement & Connectivity Over Long Periods:<br />X Factor Pilot<br />Show end<br />Show start<br /> 200<br /> 150<br />Active Users<br /> 100<br />With X Factor we achieved 2 hours of continual engagement<br /> 50<br /> 20:00<br /> 21:00<br /> 19:00<br /> 22:00<br />Actual show time<br />
  36. 36. Our Full Range of Features Engaged Viewers<br />Users when asked what was their favorite feature show that it is the total system that is engaging – not any single feature<br />Percent Consumers Stating they Enjoyed Specific Lumi Engagement Features:<br />77.7%<br />75.0%<br />75.9%<br />74.1%<br />Sharing voting results<br />Send back comments<br />Sharing your comments<br />Rating perform (single)<br />68.8%<br />67.8%<br />67.0%<br />67.0%<br />Fun and show quests<br />Rating perform (trace)<br />Comments from others<br />Pre show questions<br />65.2%<br />*enjoyment = <br />7,8,9 or 10 on scale of 1 to 10<br />Moderator comments<br />
  37. 37. Example: Oscars Live Interactive Event Enhancing TV Viewing & Generating Audience Insight<br />ABC used Apollo technology to engage the OSCARS audience and interact with them in real-time <br />A combination of chat, polls, trivia, quizzes, competitions, advertising, and more were used to engage the audience as an overlay to the actual Oscars broadcast <br />Viewers using appcast enjoyed the experience at least25% more than nonuser viewers<br />88%<br />of participants said the application made watching the Oscars more enjoyable<br />92% <br />said it would make them more likely to watch live TV events<br />
  38. 38. Our “AppCast” service demonstrably enhanced the Oscars viewing experience<br />AppCast users watched the Oscars 42% longer than non users<br />22%<br />of users said they would pay for AppCast<br />85%<br />Participants made over 12 comments each<br />of users participated in each event (poll, trace, quiz, etc)<br />AppCast users enjoyed the Oscars 50% more than non users<br />65% <br />would have turned off the Oscars if they weren’t using AppCast<br />
  39. 39. Ask Birgitte – Our Award Winning Children’s Game Show<br />About the Show / Game<br /><ul><li>YLE engaged LumiMobile to create real-time mobile interactive features for tween / children’s show, “UrskitaBirgitte”
  40. 40. Thousands of home-based participants could play along on their mobile phone against their friends
  41. 41. Show broadcast for a 20 episode season in Finland
  42. 42. Won Best New Children’s Show in Finnish TV Awards, 2009</li></li></ul><li>Mediaset – From Social Programme Guide, to Play-along Television<br />Services include:<br /><ul><li>Social, interactive program guide where viewers can rate & share content
  43. 43. Social networking integration including Facebook
  44. 44. Vote for reality shows, play along with game shows such as Who Wants to be a Millionaire?
  45. 45. Advertising & promotions on mobile linked to TV ads – e.g. link to “Where to Buy”
  46. 46. Service went live in April 2010 and jumped to the top 10 downloads in Italy</li></li></ul><li>About Our Company<br />
  47. 47. We Power Unparalleled Real-time Interactivity<br />We provide real-time mobile interactive services<br />Our mobile CMS platform delivers and captures rich media content, powers promotions, games, polls & voting, and other end-user services on any device type and opens up new revenue streams for our clients<br />Data available instantly<br />Easy to incorporate 3rd party technologies to provide richest research solutions<br />Strong 7 year track record in participation television<br />
  48. 48. About Us<br />Founded in 2008. London-domiciled, VC-backed. Offices in New York and Finland <br />Winner of 3 Technology Strategy Board grants for innovation<br />Awarded by UK Trade & Industry – one of the top UK innovators in mobile technology 2011<br />Provides massively scalable, latency-free interaction across users & device type<br />Updates the application services in real time with push / pull services and notifications<br />Facilitates forensic data analysis and insight<br />
  49. 49. Why Work With Us?<br />We provide proven, robust technology that:<br /><ul><li>Enhances interactions between media owners, brands and consumers
  50. 50. Provides demonstrably stickier experience that maximizes engagement, exposure, and ratings
  51. 51. Helps generate ancillary revenue streams with superior economics (no fees to operators) vs premium SMS
  52. 52. Delivers measurable advertising, sponsorship, and direct-marketing offers</li></li></ul><li>Our Platform was Built Specifically to Function Across all Device Types<br />Mobile Device<br />iOS (iphone, iPod Touch)<br />Android<br />Windows mobile<br />Nokia (all S40 and S60)<br />Sony Ericsson<br />LG S-class and derivatives<br />Samsung derivatives<br />RIM (Blackberry)<br />Other Platforms<br />Web-based Flash app<br />Facebook Application<br />Interactive TV<br />Tablets <br />
  53. 53. Our technology platform works across platforms & networks, integrates with existing systems, and accommodates 3rd party technology & devices<br />Wifi/ Mobile <br />Networks<br />Lumi Mobile Server<br />3rd Party Devices<br />Lumi Mobile TechnologyRunning on Any Mobile Device<br />3rd Party Servers<br />
  54. 54. Our Technology Platform Feature Set<br />
  55. 55. Standard Components: User Configuration<br />User profile setup<br />User data capture including photos & user location via GPS or other services<br />Countdown Timers & Event Reminders<br />
  56. 56. Broadcast & Game Elements: Mediaset Example<br />Script content & push content instantly<br />Timers & countdown<br />Rich user interfaces<br />Show user score & group scores<br />Show stats data<br />Deliver additional content such as video, audio, images from simple to highly complex<br />Multiple languages handled<br />
  57. 57. Research & Participation Game Elements: Oscars Example <br />Script content & push content instantly to all devices<br />Real-time alignment with events on TV<br />Real-time data processing<br />Timers & countdown<br />Rich user interfaces allowing different game inputs<br />Show leaderboard<br />Deliver additional content<br />
  58. 58. Rich Interface Game Elements: King of the Game Example<br />Script content & push content instantly<br />Timers & countdown<br />Rich user interfaces<br />Show leaderboard<br />Show stats data<br />
  59. 59. Sample Operator Controls<br />Create and deliver content, quizzes, etc. and push to all users instantly<br />View & push tabulated results instantly<br />Monitor activity <br />
  60. 60. Data Processing, Scores, and Leaderboard Display<br />Data can be processed and displayed from devices in fractions of a second <br />Our system is architected to keep data very light where only bytes of data need be transmitted and this small amount of data can be processes very quickly<br />
  61. 61. Our Real-time Engagement Features & Functions<br />
  62. 62. Our Platform Provides a Far Greater Range of Functionality to Support a Wider Range of Market Research Project Activities<br />Lumi Mobile Platform<br />Executive Mobile Results Dashboard<br />User Authentication<br />3rd Party Device Integration <br />(e.g. biodata devices)<br />Multimedia Capture & Display<br />Barcode Scanning<br />Realtime Survey <br />/Feature Updating<br />Backend Location Data Analysis<br />Realtime Interaction Tools<br />Realtime Data Capture<br />/Analytics<br />In-Mobile Incentive Payment<br />Passive & Active Reminder System<br />Passive Data Capture<br />Interior GPS<br />Passive Tracking<br />Augmented Reality<br />
  63. 63. Mobile Market Dynamics<br />
  64. 64. Mobile is the fastest growing technology market ever<br />Developing for the mobile ecosystem is complex, expensive, and time consuming<br />Consumers don’t all have the same device or the same needs – hard to serve them all well<br />
  65. 65. Health Technology Challenge<br />Mobile is the fastest growing technology market ever<br />Developing for the mobile ecosystem is complex, expensive, and time consuming<br />Consumers don’t all have the same device or the same needs – hard to serve them all well<br />
  66. 66.
  67. 67. People are Using Their Mobile Phones For All Sorts of Non Call Tasks – Groups Who Have Less Access to PCs Use Mobiles Even More<br />
  68. 68. Mobile Market Research Technology Challenges - Summary<br />Mobile is the fastest growing technology market ever – it is now surpassing PCs in sales and in terms of internet usage penetration across all ages and incomes<br />Developing for the mobile ecosystem is complex, fragmented, and time consuming<br />Consumers don’t all have the same device or the same needs – but any mass-market or representative service needs to serve them all<br />
  69. 69. Rolfe Swinton<br />Co-Founder<br /><br />USA +1 917 693 3541<br />UK +44 7879627439<br />