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Case Study: Using Smart TVs to Further Engage Viewers
Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Pl...
TV Sync App
Creative
interaction
Active fan
engagement
TV Program
Remind App
Viewing insights
Program promo
effectiveness
...
LivePlus Adds Interactivity to Linear TV
Smart TVs: Growing Scale & Connections
Usage of Smart TV Services
Smart TVs enable Synchronized Content Delivery
• LivePlus default “on” – Recognizes video content
• Matches & identifies s...
Applications Using LivePlus
• Synchronous in-show Interactivity
• Enhanced advertising
• Tune-in reminders
• Programmer sp...
TV Sync App
Creative
interaction
Active fan
engagement
Case Study: Using Smart TVs to Further Engage Viewers
Video: SHO Sync Overview
• The first in-program interactive experience for Smart TVs
• Available on 2012 and 2013 LG Smart TVs
• Also available for...
Video: Smart TV Examples
• Easy to use
• No apps to install
• Branded to take on the look
and voice of each program
• Rolling out for:
- Homeland
-...
TV Program
Remind App
Viewing insights
Program promo
effectiveness
Case Study: Using Smart TVs to Further Engage Viewers
TV Program Remind App
• Simple consumer value
• Drives viewership and
enables data capture
• Super easy to implement
Video...
Insights for effective program promotion
TV Program Remind App
• Closed-loop analysis of
program promo effectiveness
• Amp...
Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
• Frequency has stro...
Insights for effective program promotion
Early insights across campaigns
• Recency really does matter
• Frequency has stro...
Case Study: Using Smart TVs to Further Engage Viewers
Questions?___
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Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers"

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Case Study: "How Leading TV Networks are Using Smart TVs to Further Engage Viewers"

  1. 1. Case Study: Using Smart TVs to Further Engage Viewers Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG David Preisman, VP, Interactive Television, Showtime Networks Claudio Marcus, EVP Marketing & Research, Visible World
  2. 2. TV Sync App Creative interaction Active fan engagement TV Program Remind App Viewing insights Program promo effectiveness Case Study: Using Smart TVs to Further Engage Viewers
  3. 3. LivePlus Adds Interactivity to Linear TV
  4. 4. Smart TVs: Growing Scale & Connections
  5. 5. Usage of Smart TV Services
  6. 6. Smart TVs enable Synchronized Content Delivery • LivePlus default “on” – Recognizes video content • Matches & identifies show, episode, media time, or AdID • Initiates overlay interactive content from content owner
  7. 7. Applications Using LivePlus • Synchronous in-show Interactivity • Enhanced advertising • Tune-in reminders • Programmer specific recommendations • Program related VOD • Program related T-Commerce • Show related social media • Analytics and measurement
  8. 8. TV Sync App Creative interaction Active fan engagement Case Study: Using Smart TVs to Further Engage Viewers
  9. 9. Video: SHO Sync Overview
  10. 10. • The first in-program interactive experience for Smart TVs • Available on 2012 and 2013 LG Smart TVs • Also available for iPad as a second screen “companion” app • Engages fans with interactivity for the series they love • Appeals to a key demographic • Creates a social experience around television (live voting, social sharing from TV) • Integrated gamification and rewards can grow loyalty, ratings and subscriber retention • Nominated for 2013 Primetime Emmy® Outstanding Interactive Program: The Homeland SHO Sync Experience
  11. 11. Video: Smart TV Examples
  12. 12. • Easy to use • No apps to install • Branded to take on the look and voice of each program • Rolling out for: - Homeland - Dexter - Ray Donovan - Shameless - Californication - New Series: Masters of Sex
  13. 13. TV Program Remind App Viewing insights Program promo effectiveness Case Study: Using Smart TVs to Further Engage Viewers
  14. 14. TV Program Remind App • Simple consumer value • Drives viewership and enables data capture • Super easy to implement Video: Smart TV Program Remind App
  15. 15. Insights for effective program promotion TV Program Remind App • Closed-loop analysis of program promo effectiveness • Ample research scale • Easy, timely & cost effective
  16. 16. Insights for effective program promotion Early insights across campaigns • Recency really does matter
  17. 17. Insights for effective program promotion Early insights across campaigns • Recency really does matter • Frequency has strong impact but is hard to achieve in scale
  18. 18. Insights for effective program promotion Early insights across campaigns • Recency really does matter • Frequency has strong impact but is hard to achieve in scale • Significant geographic differences
  19. 19. Case Study: Using Smart TVs to Further Engage Viewers Questions?___

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