ESPN InPlay Whitepaper/Case Study


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ESPN InPlay Whitepaper/Case Study

  1. 1. Fresh Digital Group ESPN InPlay Whitepaper/Case Study: 2012 US Open Tennis Tournament 2nd Screen CompanionWe Strategize. We Execute. We Deliver. On All Screens.
  2. 2. Old Media We used to have a filtered, one-way view of events in the world from media. America‘s perspective of it, or the world‘s perspective of that event, would be seen through the lens of the way that the media described it to them… Now with more interactive social media, people want to know what everyone else thinks and we‘re getting this inside-out, multi-perspective view of what‘s going on right now, as it happens from everybody else that‘s watching the same thing we‘re watching. We Strategize. We Execute. We Deliver. On All Screens. 2
  3. 3. New Media Impact:2nd screen can help to optimize marketing spend While TV and display are attractive to marketers to generate immediate reach, there is increasing evidence that the impact of these types of advertising media are on the decline. Why? Consumers aren‘t seeing the ads. Some companies have reported that more than 60% of all display ads are not viewed or are only in view for less than a second online. TV has an attention-deficit problem -- more than 84% of people are doing something else while watching it. Thus, it takes great skill to ensure you are on the right programs or sites at the right time to make sure your message is getting through. The solution lies in mobile and a cross-screen advertising strategy, and daily there is growing evidence around the effectiveness of 2nd screen engagement. Since mobile is a lean-forward experience, you have a captive audience who can not only consume your message but can also engage for longer periods of time. That‘s key for any brand looking to drive both awareness and engagement, ultimately resulting in demand and word-of-mouth. Thus mobile is the ad effectiveness platform and has proven in several studies to provide brand lift. We Strategize. We Execute. We Deliver. On All Screens. 3
  4. 4. Why the 2nd Screen Matters The evolution in what people do while watching TV has been widely covered in both the consumer and trade press. For certain kinds of popular content, consumers are beginning to expect tailored experiences to be available. The most sophisticated smart device users are disappointed when they are not. There are three things driving this: Increased smart device ownership by an increasingly tech-savvy user base. Improved digital infrastructure, both in and out of the home. The digitization of other activity in a consumer‘s life. Consumers have become increasingly technology-literate and this has trickled down into their TV consumption, affecting long-established habits. What would previously have been considered ‗sophisticated‘ TV activities such as streaming TV online and purchasing digital content are now common. The multi-screen home is also now commonplace, with many households owning a number of laptops, smartphones or tablet computers. We Strategize. We Execute. We Deliver. On All Screens. 4
  5. 5. A Few Facts, Stats & Survey Learnings • 63% of consumers watch TV while using their tablets • 41% of the tablet owners surveyed said that the total time that they spent watching TV is devoted to a two-screen experience that switches back and forth from the TV to the tablet. • 36 % of two-screen users said that their attention is primarily on their tablet while watching TV. The same percentage of consumers surveyed said that they split their time equally between their tablet and TV. • 28%of consumers surveyed said that the TV was the primary screen that they paid attention to. This suggests that the tablet is more than just a complementary screen for TV viewers – instead it is being used as a main screen that consumers are spending substantial time with. • 25% of two-screen viewers visited a network or show‘s Web site or app while watching TV. • 12% of consumers in the study looked for information from a show being watched. 16% of consumers in the study watched a video clip that related to the show being watched. • Shopping on mobile devices will ring up $20.7B this year, and $5B will come from tablets. • 12% of consumers bought an advertised product while watching TV. • Purchases on tablets are generally average $10 higher than those on phones. We Strategize. We Execute. We Deliver. On All Screens. 5
  6. 6. Types of 2nd Screen Experiences Connect TV Second screen enables the user to have a more personal and immersive experience with their television program of choice. Users can view additional content, such as extra scenes or previews, or participate in real time polls regarding the shows they are watching. This breaks the notion that the user is simply a spectator and engages them with meaningful interaction with the programs they‘re passionate about. Social TV Utilizing Social Media on a Second Screen allows for users to ultimately experience TV in an unique fashion. Social-TV permits users to communicate in real-time what their thoughts and feelings are in relation to a program or sports event. Status updates and tweets are already firmly present in the mobile environment, therefore connecting it with an everyday activity such as watching TV is the next logical step. Brands can create their own dialogue with a consumer around the television content they are watching, and because they‘re already interacting socially and communicating on multiple devices, this conversation can happen organically. We Strategize. We Execute. We Deliver. On All Screens. 6
  7. 7. Multiscreen is Necessary It is now time for providers in the value chain to step forward and meet consumer expectations for the second screen; not because they can, but because they should. It‘s time to do more exciting, innovative things in an area with proven potential to change the way audiences consume TV. There is a perfect storm on the horizon that sees consumer appetite and commercial potential come crashing together via a powerful companion experience. We Strategize. We Execute. We Deliver. On All Screens. 7
  8. 8. The consumer is taking control• Moving from mass consumption to personalized viewing experiences• Fundamental change in the broadcaster / audience relationship• Social and mobile platforms actually drive audiences to watch more television content• What‘s daunting to TV programmers is the incredible interactivity and engagement possible from the touch screen devices that are now competing for attention in the living room. We Strategize. We Execute. We Deliver. On All Screens. 8
  9. 9. ESPN InPlay ShowcaseWe Strategize. We Execute. We Deliver. On All Screens.
  10. 10. ESPN InPlay: LIVE 2nd Screen Trivia Experience ESPN InPlay was a cross-platform mobile web experience built for the 2012 US Open Tennis Tournament. Built utilizing HTML5 and responsive web design to produce a fully functional backend, the app was equipped with a customized CMS to enable real- time product updates during broadcast times. This allowed for a rich experience, where the user was able to interact with predictive and historical trivia questions as well as utilize Twitter and Facebook to see what others were saying about the match. The user could also instantly jump into a conversation and tweet a response or comment to their Facebook wall. Features: - Social Rewards - Live Trivia - Predictive Questioning - Leaderboard Best Practices in growing - Prize Incentives audience engagement We Strategize. We Execute. We Deliver. On All Screens. 1 0
  11. 11. Trivia Social Login & Data Collection Players were able to login via Facebook. Players were prompted to give their email address for prize redemption. We Strategize. We Execute. We Deliver. On All Screens. 1 1
  12. 12. Predictive Questioning We Strategize. We Execute. We Deliver. On All Screens. 1 2
  13. 13. Predictive Question Functionality One of the key features during the trivia, was developing a predictive questioning backend with the ESPN editorial dept. This was unique for a live action broadcast because we were able to create a relevant content extension. For example, since predictive questions were based on two players who were featured on the TV, what happens to a predictive question when the coverage shows another match and the earlier predictive question hadnt been answered yet? Well, we we worked to close that loop hole by separating predictive question logic from the players. Thus a predictive question is completely open ended and anything can be asked.Customized CMStool, builtspecifically for theESPN EditorialTeam to utilize forlive broadcastquestioning. We Strategize. We Execute. We Deliver. On All Screens. 1 3
  14. 14. Push Alerts Players were alerted based on the outcome of the predictive question. We Strategize. We Execute. We Deliver. On All Screens. 1 4
  15. 15. General Trivia during broadcast downtime We Strategize. We Execute. We Deliver. On All Screens. 1 5
  16. 16. Leaderboard & Twitter Feed • Social Sharing & Live Twitter Feed • AMEX Member Rewards: Sync & Save • Live Trivia Leaderboard We Strategize. We Execute. We Deliver. On All Screens. 1 6
  17. 17. Media PromotionESPN promoted the InPlay experience during live broadcasts, commercial breaks,on the ESPNs breaking news ticker, FDG promoted it on blogs, Facebook, etc.Trivia players were encouraged to follow along with the experience on theirsmartphone or tablet by watching the live matches broadcast on ESPN2 from 7-11pm Monday through Friday throughout the US Open Tennis Tournament.All of this helps to bring brand consideration into the real world for consumers.What we‘ve learned is not to create content for contents sake and to not lose theirattention. This appeals to the advertiser and the network partner.We‘ve also learned that ideally, creative can drive the look and feel, but taking inreal time research to optimize the experience is also important. And let‘s not forgetthat the social conversation, is content. And we all know content is king. We Strategize. We Execute. We Deliver. On All Screens. 1 7
  18. 18. Amex Benefits Membership Rewards • Featuring Rewards messaging & Info • Link to external site Sync & Save • Featuring Sync messaging & info Visiting the Open • Links to external site Access • Featuring cardholder access messaging & info • Link to external site.―Were really thinking that this is a bigger cultural shift," said Lou Paskalis, VP-global media content development andmobile marketing at American Express. Lou says the company envisions consumers using mobile devices not only tochat and communicate, but also to look for product details and make purchases. Consumers may not mind marketingmessages being placed properly on new screens when they accompany something that benefits the fan. We Strategize. We Execute. We Deliver. On All Screens. 1 8
  19. 19. Front page web placement We Strategize. We Execute. We Deliver. On All Screens. 1 9
  20. 20. On-screen media engagement Sponsorship Tie- In Live Broadcast Advertisement Repeat User EngagementWhen media can influence multiscreen engagement, its easiest when on screen sponsorship tie-inspush actions to viewers. Of course there was a spike in traffic when it was promoted on air, but we lookforward to refining the on-screen engagement to drive all types of behavior: from shopping, to tweeting,to contests. We Strategize. We Execute. We Deliver. On All Screens. 2 0
  21. 21. Results • ESPN InPlay experienced 10x the amount of anticipated user traffic for the product. • 100% growth, day over day • 20,000 Visitors per night • In the 2 weeks of airtime the product received traffic flow of 100,000+ users ―For ESPN, mobile has become virtually indispensable. For the network‘s coverage of live games, up to 50% of online usage comes from mobile. Thus, the key for advertisers is managing that connectedness to a live event.‖ --David Roter, SR. Dir. Digital Sales & Strategy, ESPN We Strategize. We Execute. We Deliver. On All Screens.
  22. 22. MultiScreen can & does..• Enable new business models• Drive more content consumption• Personalize content for 2nd screen viewing• Increase Audiences• Create Audience Direct Revenue• Increase Advertising Revenue• Increase Operational Agility• Increase Business Efficiency, Create OPEX savings We Strategize. We Execute. We Deliver. On All Screens. 2 2
  23. 23. LearningsIntegrate, integrate, integrate. Brands need to understand how their customers use all types ofmedia, design strategies for each channel, and integrate messaging across them. Advertiserswant reach and 2nd screen can provide it.Social matters. Brand IQ around social is higher with 2nd screen and using the social channelvia the 2nd screen can empower the user. Can the user control the content?Count correctly. Different devices are used differently and metrics and conversion goals need toreflect that. Identify the paths to conversion based on the devices that your consumers use. TheChallenge is keeping up where consumers are experiencing an ad and measure across the divide.Optimize. Since consumers rely on search to connect sessions across screens, brands need toinsist on keyword consistency across campaigns and devices. Continue to invest in search engineoptimization (SEO) to maintain a healthy presence in SERPs and enjoy the same rankings in themobile world as in the desktop world.Win. Any good plan should be half based on content and context and the other half by audienceand intelligence. Thus for brands there is enormous opportunities to innovate and drive evenhigher monetization, tailor promotions to users and make it easier for advertisers to dynamicallyadapt campaigns across devices. We Strategize. We Execute. We Deliver. On All Screens. 2 3
  24. 24. Key Findings Data is Important. There are still challenges to targeting and marketers need data on what to do to create better scale and effectiveness. But in order for multiscreen to work there needs to be consistent measurement and metrics between the different formats. Tablets are king. Engagement on tablets surpasses engagement on smartphones. And higher engagement aids advertisers. Thus, across key dimensions – use & consumption, the receptivity and action related to advertising, and the activity of shopping – tablet users are more easily engaged. Tablets are a media consumption hub, with nearly 70% of tablet users reporting that their tablet is an ―entertainment device.‖ Creative drives Consumption. Make creative the center of the environment. The future is real cross-platform measurement. Today it‘s the audiences choice & ads with media should be more rich.. We Strategize. We Execute. We Deliver. On All Screens. 2 4
  25. 25. 5 Ways to bring a 2nd Screen experience to TVMore information – simple and effective, if you‘ve got content with strong engagement, people are going towant more information about the cast, the story, etc. IMDB sees traffic spike at commercial breaks and sowill your mobile site and/or app. When trying to encourage multi- screen behavior, let viewers know thatthere‘s something waiting for them, right now, that they can‘t get elsewhere – a separate ending, interviewswith the cast, clues to an upcoming episode.Interaction – engagement is a challenge to define, but any advertiser would prefer that someone take anaction of any kind over them sitting passively. That action might be commercial (a registration or evenpurchase) but it might also be simply brand related. Take a virtual test drive of the hero‘s car or enter to wina sponsored trip to the set.Influence outcomes – reality TV has trained us that we can be part of the show. Voting, user- generatedstorylines and submitted content are powerful mechanisms for viewer loyalty and viral reach.Product discovery – consumers may shy away from some advertising, but they (hopefully) embrace theproducts and services being pitched. The second screen is a natural shopping companion to the television.Education and Self improvement – the growth of how-to, food and personal growth programming shouldremind us that the television is where many people get the inspiration and motivation for growth. Thetelevision is the perfect place to discover a new exercise program, but a mobile device is the place to makeit real, to get a walk-through of the specifics, chart progress and to interact with others who have made it, notto mention purchase related products. We Strategize. We Execute. We Deliver. On All Screens. 2 5
  26. 26. Success Metrics Importance of UX Acknowledging the importance of the UX has to be the foundation of any hyper-media strategy, where the consumers‘ attention to a single content theme moves from one device and format to another. It‘s clear that people are willing to have a second-screen experience, and that some of the time they want it to relate to what they‘re watching. But advertisers and publishers are going to have to create fun and useful experiences that are good enough to compete with the rest of the digital world and learn how to cross-promote between platforms. Most importantly, they‘ll have to create these second spaces (and the ad/sponsorship packages that include them) in such a way as to enhance the advertiser‘s brand impact, not distract from it. Having content that‘s a good compliment to the primary screen is the place to start, but it‘s not the finish line. Experiences have to be easy to access, compelling and timely. Brands that move to rapidly embrace this reality will have a clear advantage. They‘ll have an edge in understanding how to introduce their messaging to multi-screen consumers regardless of the evolution of their devices, behaviors and interests. We Strategize. We Execute. We Deliver. On All Screens. 2 6
  27. 27. Questions and a Look Ahead How important to advertisers are the dynamic between reach and frequency? If various levels of reach and frequency create dramatically differentiated results, will advertisers measure this? Will they manage it? When will advertisers orchestrate ad experiences across space and time? For instance, showing ads simultaneously on multiple screens? Or spreading ad exposures across multiple screens, strategically, as a consumer moves through their day—navigating the physical space of home, work, leisure? In the dynamic, innovative ad environment we work in, the answers to these questions may be years away—or just weeks. One question, we hope, is now closer to a definitive answer: that multi-screen advertising works, and it may be controlled to achieve a business outcome. Key Insight: TV and digital media are not natural rivals for advertiser budgets, but natural partners. We Strategize. We Execute. We Deliver. On All Screens. 2 7
  28. 28. Summary The viewers are increasingly playing their part in this second screen evolution. The wave of technological change that has swept through the media landscape over the past two years has not only developed tech-savvy users and given them the ability to more easily participate in companion activities, it is increasingly instilling expectations to be able to do so. Unlike consumers, who view the role of companions as enhancing their viewing experience, motivations on the ‗supply-side‘ are far more hard-nosed, and boil down to commercial decisions such as commissioning, marketing and expanded advertising opportunities. Furthermore, some value chain participants, such as advertisers, may have the ability to produce interesting content experiences but lack a platform through which to reach audiences; they therefore partner with broadcasters, platforms or emergent third parties. Multi-screen advertising has proven to be so effective that it is certain to persist for a long time. The industry is at the beginning of that journey. As the use of data science, and scalable ad targeting technologies develop, so too will the ―playbook‖ for multi- screen advertisers. We Strategize. We Execute. We Deliver. On All Screens. 2 8
  29. 29. Appendix Usage InsightsSimultaneous We Strategize. We Execute. We Deliver. On All Screens. 2 9
  30. 30. The DVR is Impacting TV viewing & Satisfaction• 71% of Telco video subscribers, 63% of DBS subscribers, and 42% of cable subscribers, have a DVR• 81% with DVR on more than one TV set rate the service 8-10 (10 being excellent), compared to 73% with DVR on one TV set• 70% of all digital cable subscribers have used VOD, compared to 58% in 2007, and 25% in 2004• 59% of digital cable subscribers, and 64% of Telco video subscribers, used on-Demand in the past month• 68% of VOD users who also have a DVR strongly agree that their TV service is better because they have both VOD and DVR• 26% of Netflix subscribers use Watch Instantly daily, and 59% weekly• 79% of Netflix Watch Instantly users use it to watch movies and TV shows on a TV set We Strategize. We Execute. We Deliver. On All Screens. 3 0
  31. 31. Food for thought: Are Tablets the DVR antidote? The tablet may be the best thing to ever happen to the modern TV. A second screen can reduce the amount of time viewers spend skipping ads, according to a just-released study that from Bravo with Latitude Research on multiscreen viewers. Nearly two-thirds of the study participants said that having access to a laptop, mobile phone or tablet while watching TV made them less inclined to skip the ads. Specifically, Bravo said that if viewers had a phone, laptop and a TV on hand they fast forwarded at the start of 40% of ad breaks. Dual-screeners with a smartphone and TV skipped ads 51% of the time. Tri-screeners were observed to have over 13 attention shifts away from the TV – mostly to other screens – while the actual show was airing, and dual-screeners had over 7 attention shifts away from TV. Multi-screeners were found to be viewing mostly ad-friendly content on their companion screens, with participants spending the greatest share of their time on websites and apps – often related to the program currently airing Those findings suggest that tablet and smartphone screens may represent an untapped opportunity to ―capture‖ the TV viewers when they‘re looking away, because they‘re often looking up info related to the show or the ad. Along these lines, Nielsen found that among simultaneous TV and tablet viewers, about 37% of tablet users looked up information related to the program they were watching, while 27% looked up information related to an ad. Given that more than 15 percent of TV homes in the U.S. own a tablet, this mobile device may turn out to be a vital link in reconnecting ad-skipping viewers back to brands. Bravo said that about half of multiscreen viewers were more likely to remember brands if they‘d seen their ads on more than one screen. Ad Awareness lift for brands embedded within the viewing session improved among viewers who had cross-screen ad exposure, helping to almost entirely overcome any effectiveness shortfall resulting from DVR-enabled ad avoidance We Strategize. We Execute. We Deliver. On All Screens. 3 1
  32. 32. Understanding the Digital Day Maps how MediaConsumption Flows • Users are connecting digitally throughout the day. Media consumption follows a pattern regardless of device type. • Time/day part provides window into consumer habits. • High Frequency of use times are represented by personal time – at ‗wake- up‘, ‗waiting‘, ‗bedtime‘, ‗TV time‘, ‗after work‘. • While shopping and commuting show smaller frequency of use – this may be due to the ‗addressable market‘ - Not always as a daily activity: unlike ‗waking up‘, ‗shopping‘ may only happen once a week or a few times per week. - Limited Audience: similarly ‗commuting‘ is not applicable to all as is ‗bedtime‘ We Strategize. We Execute. We Deliver. On All Screens. 3 2
  33. 33. Simultaneous Usage Insights We Strategize. We Execute. We Deliver. On All Screens. 3 3
  34. 34. Web vs. mobile Apps vs. TV Consumptionminutes per day We Strategize. We Execute. We Deliver. On All Screens. 3 4
  35. 35. Genders Draw Bias Toward Content Types We Strategize. We Execute. We Deliver. On All Screens. 3 5
  36. 36. Simultaneous Usage Insights We Strategize. We Execute. We Deliver. On All Screens. 3 6
  37. 37. Wide Engagement on Tablets During TV-time We Strategize. We Execute. We Deliver. On All Screens. 3 7
  38. 38. Multi-screen Behaviors by Type of TV Program We Strategize. We Execute. We Deliver. On All Screens. 3 8
  39. 39. Multi-taskers(Duals) use mobile devices to drive entertainment andefficiency We Strategize. We Execute. We Deliver. On All Screens. 3 9
  40. 40. High Spenders View Devices as Efficiency Tools First We Strategize. We Execute. We Deliver. On All Screens. 4 0
  41. 41. Purchase Ranks in Top 3 Action Items After Tablet Ad Interaction We Strategize. We Execute. We Deliver. On All Screens. 4 1
  42. 42. Mobile Devices act as central hub in our lives We Strategize. We Execute. We Deliver. On All Screens. 4 2
  43. 43. Multi-screen lessons to apply 1 The vast majority of media interactions are screen-based, and so marketing 2 Consumers turn to their devices in various contexts. Marketing and strategies should no longer be viewed websites should reflect the needs of a as ‘‘digital’’ or ‘‘traditional’’. Business consumer on a specific screen, and should understand all the ways that conversion goals should be adjusted to people consume media, particularly account for the inherent differences in digital, and tailor strategies to each each device. channel. The prevalence of sequential usage 3 makes it imperative that business 4 Consumers rely on search to connect their experiences across screens. Not enable customers to save their only should brands give consumers the progress between devices. Saved opportunity to find them with multi- shopping carts, ‘‘signed-in’’ device search campaigns, strategies experiences or the ability to email such as keyword parity across devices progress to oneself helps keep can ensure consumers can find the consumer engaged, regardless of brand when resuming their search. device used to get to you. We Strategize. We Execute. We Deliver. On All Screens. 4 3
  44. 44. Multi-screen lessons to apply 5 During simultaneous usage, content viewed on one device can trigger 6 Most of the time when TV is watched, another screen is being used. These specific behavior on the other. instances present the opportune time to Businesses should therefore not limit convey your message and inspire their conversion goals and calls to action. A business’s TV strategy action to only the device where they should be closely aligned and were intially displayed. integrated with the marketing strategies for digital devices. Consumers shop differently across 7 devices, so business should tailor the 8 Smartphones are Theybackbonedevices daily media use. the are the of our experience to each channel. It’s also used most throughout the day and important to optimize the shopping serve as the most common starting experience across all devices. For point for activities across multiple example, consumers need to find what screens. Going mobile has become a they are looking for quickly and need a business imperative. streamlined path to conversion, on smartphones. We Strategize. We Execute. We Deliver. On All Screens. 4 4
  45. 45. We Strategize. We Execute. We Deliver. On All Screens.
  46. 46. Fresh Digital Group 111 John St 2nd FL New York, NY 10038 www. info@freshdigitalgroup.comFresh Digital Group