Understanding Social TV
& 2nd screen Revolution
Decembre 2013

Romain DROSNE - CEO - @Plinkers
What are we talking about ?

Romain DROSNE - CEO - @Plinkers

Decembre 2013
This is not 2nd Screen !

Romain DROSNE - CEO - @Plinkers

Decembre 2013
This IS 2nd Screen !

Romain DROSNE - CEO - @Plinkers

Decembre 2013
This is not social TV !

Romain DROSNE - CEO - @Plinkers

Decembre 2013
This IS Social TV !

Romain DROSNE - CEO - @Plinkers

Decembre 2013
Is 2nd Screen a new eldorado ?
$5,911B

$490M
Companion Screen
US market forecasts
Market’s key components
include e-comme...
2 deep trends are behind this market!
A strong need to renew TV revenues,
together with big emerging usages

Romain DROSNE...
Why do we need to renew the TV added value ?

Unlinearisation

Fragmentation

Disintermediation

Monetisation

= Strong er...
Leveraging deep trends
We entered
Mobile Era
(Tablet, Smartphones, Etc.)

The growing
culture of
Impatience

Social
Networ...
We entered the mobile era

Other
9%
Games
8%

Talk
26%

Email
9%

Penetration of new media
technology across the 19
advanc...
The growing culture of impatience and shifting
What Social Network Is Best ?
Teen Survey, Piper Jaffray : Fall 2012-2013

...
Social Networks take part of our everyday life

89%

of the web users

declare to do social networking
Using on average 3 ...
generation create efficiency references

billion

Average Viewing Duration

2 29

unique users / month

Romain DROSNE - CEO...
Which generates that...

5265

/min

Show: «Dancing With The Stars
2013 - 11 - 23 - TF1 - 20:50 - 23:25

250220 Tweets

Ro...
So let’s speak about Multitasking

Romain DROSNE - CEO - @Plinkers

Decembre 2013
How big is multitasking ?
Tablet or smartphone activities
while watching TV
Looked up information in
general

76%
63%

Sur...
Focus on Social TV
Connecting with
other viewers

Sources : IAB, Nielsen, Hollywood Reporter, TV Guide

Seeking
additional...
What about Twitter ?
Viewers
According to Nielsen about
18/24 years old

+8,5

500M

Author

% of Tweets

on average

X50
...
During TV Program

TV Ad Time = Mobile Prime Time
23,2%

69,3%

23,5%

66,8%

During TV Commercial
Source: Vivaki «The Poo...
Romain DROSNE - CEO - @Plinkers

Decembre 2013
Social TV Strategy value for a TV program...

1- Increase the number of viewers
2- Increase the equity of the program
3- I...
Which business models
Advertising

Data & Studies

-

-

Usual mobile ad format
Synchronized ad format
Extended experience...
Data is oil !

Which fuel :
- Adveritsing opportunities
- Revenue preditions
- Program content optimizations
- Content rec...
Understanding the battlefield...

INTERNET
GIANTS
Disrupt the TV market
to grab its billon
dollars

BROADCASTERS
Save their...
And the winner is...

?
Romain DROSNE - CEO - @Plinkers

Decembre 2013
Why ?

We
are
still
here

Futur usages are not yet defined
My advice :
Ask yourself if it really makes sens to fight on apps...
Disintermediation = Re-intermediation

Editorial

Romain DROSNE - CEO - @Plinkers

Search

Algorithm

Social

Decembre 201...
And be courageous to shift the paradigm ?

Romain DROSNE - CEO - @Plinkers

Decembre 2013
Integrating a key learning from the last 2 years...

Alexandra Shapiro,
EVP of marketing and digital
for USA Network

“I d...
So, Internet has made you dinosaurs.
so change yourself into oil !

Romain DROSNE - CEO - @Plinkers

Decembre 2013
Embrace the data era
Produce data, stream data, sell data and leave
platform handle them the way they want

Romain DROSNE ...
SocialTV or 2nd screen do not really revolutionize TV usages.
It enhances & increases already existing user habits.
Howeve...
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Understanding Social TV / 2nd Screen - Plinkers, Romain DROSNE

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Here is the slide deck of one of my conferences about Evolution of TV focusing on what's really social TV and 2nd Screen. I provide some funny figures, a prospective and advises about how to understand and handle social TV or Second Screen, based on my learnings during the last 4 years.

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Understanding Social TV / 2nd Screen - Plinkers, Romain DROSNE

  1. 1. Understanding Social TV & 2nd screen Revolution Decembre 2013 Romain DROSNE - CEO - @Plinkers
  2. 2. What are we talking about ? Romain DROSNE - CEO - @Plinkers Decembre 2013
  3. 3. This is not 2nd Screen ! Romain DROSNE - CEO - @Plinkers Decembre 2013
  4. 4. This IS 2nd Screen ! Romain DROSNE - CEO - @Plinkers Decembre 2013
  5. 5. This is not social TV ! Romain DROSNE - CEO - @Plinkers Decembre 2013
  6. 6. This IS Social TV ! Romain DROSNE - CEO - @Plinkers Decembre 2013
  7. 7. Is 2nd Screen a new eldorado ? $5,911B $490M Companion Screen US market forecasts Market’s key components include e-commerce & advertising Source : 2ndScreenSociety October 2013 Romain DROSNE - CEO - @Plinkers Decembre 2013
  8. 8. 2 deep trends are behind this market! A strong need to renew TV revenues, together with big emerging usages Romain DROSNE - CEO - @Plinkers Decembre 2013
  9. 9. Why do we need to renew the TV added value ? Unlinearisation Fragmentation Disintermediation Monetisation = Strong erosion of historical TV Romain DROSNE - CEO - @Plinkers Decembre 2013
  10. 10. Leveraging deep trends We entered Mobile Era (Tablet, Smartphones, Etc.) The growing culture of Impatience Social Networks addiction new video viewer expectations = Multitasking (TV oriented) Romain DROSNE - CEO - @Plinkers Decembre 2013
  11. 11. We entered the mobile era Other 9% Games 8% Talk 26% Email 9% Penetration of new media technology across the 19 advanced markets (%) Visit website 14% 9% 71,7 % Text 20% Social Networking 15% Source : Zenith Optimedia Feb 2013 5,5% 13,0% 12,3% Time Spent with Smartphones Source : Experian Marketing Services, June 2013 * 0:49 On Android / 1:15 on iPhone 2,9% 2011 Romain DROSNE - CEO - @Plinkers 2015 Decembre 2013
  12. 12. The growing culture of impatience and shifting What Social Network Is Best ? Teen Survey, Piper Jaffray : Fall 2012-2013 The Pew Research Center’s Internet & American Life Project sums up a recent study about people under the age of 35 and the dangers of their hyperconnected lives with what sounds like a prescription drug warning “Negative effects include a need for instant gratification and loss of patience“ 45 40 35 30 25 20 15 10 05 0 Fall-12 Spring -13 Fall-13 The slower your page loads the more people run away 25 % abandonned 0 Sec Romain DROSNE - CEO - @Plinkers 4 Sec loading video page 50 % 10 Sec Decembre 2013
  13. 13. Social Networks take part of our everyday life 89% of the web users declare to do social networking Using on average 3 social networks 73% 70% 24% 22% 27% of the time online in the US is spent on social networking Everyday 53% Source : Moxie (Publicis) September 2013 Romain DROSNE - CEO - @Plinkers 26% 9% 10% Source Experian Marketing Services April 2013 Decembre 2013
  14. 14. generation create efficiency references billion Average Viewing Duration 2 29 unique users / month Romain DROSNE - CEO - @Plinkers B Streams/Day min Source : YouTube October 2013 3rd Most visited website in the world 4 YouTube January 2012 YouTube Dailymotion TF1 / Wat : Google AlloCine : 2min29 : 2min59 12min34 : 2min23 : 1min54 FranceTV : 8min56 auFeminin : 1min42 Orange : 4min12 Yahoo : 1min37 M6 : 26min21 100Hrs Upload/min Decembre 2013
  15. 15. Which generates that... 5265 /min Show: «Dancing With The Stars 2013 - 11 - 23 - TF1 - 20:50 - 23:25 250220 Tweets Romain DROSNE - CEO - @Plinkers 61413 Accounts involved Decembre 2013
  16. 16. So let’s speak about Multitasking Romain DROSNE - CEO - @Plinkers Decembre 2013
  17. 17. How big is multitasking ? Tablet or smartphone activities while watching TV Looked up information in general 76% 63% Surf on the web Visited a social networking site Smartphone owners who simultaneously use smartphones while watching TV 88% 80% 53% 52% Look up informations on actors, plotlines, athletes or teams 49% 34% Read converstaions about the program on social networking site Tablet owners who simultaneously use tablets while watching TV 86% 78% Smartphone owners who use smartphones while watching TV several times a day 55% 68% Tablet owners who use tablets while watching TV several times a day 21% 18% Buy a product/service that is being advertised Watched certains TV programing because of something you read on a social media site 20% 13% 15% 10% 24% Romain DROSNE - CEO - @Plinkers 28% 24% 13% 13% Purchase coupons or deals related to TV program 13% 9% Write blurbs on the program you are watching 27% Vote of send comments to live program 13% 8% Source: Nielsen June 2012 Decembre 2013
  18. 18. Focus on Social TV Connecting with other viewers Sources : IAB, Nielsen, Hollywood Reporter, TV Guide Seeking additional information Interacting with or influencing content Wanting to analyse and discuss content further Type of shows social media users are likely to post about while watching Comedy Real TV Sports Social media activities performed while watching a program according to US TV Viewers 56% 46% 62 38% % News 26% of people use social network while watching TV a weekly basis (+18% vs 2011) 60% 55% Internet Users who follow social media conversation about TV while they are watching it 46% 16-24 25-34 35-44 45-54 55-64 Romain DROSNE - CEO - @Plinkers 41% Email or texted people about the show 18% Read comments on facebook or twitter about the show 17% Post comments on facebook or twitter about the show 17% Participated in a poll, game, etc, about the show 9% Watched a second TV program at the same time 9% Used an app created for a program to post/read 6% Used an app created for a TV program in general 4% Other 2% 37% 28% Source : emarketer December 2012 Looked up information about the show None 40% 26% 65+ Source Hub Research «2013 What’s TV Worth?» April 2013 Decembre 2013
  19. 19. What about Twitter ? Viewers According to Nielsen about 18/24 years old +8,5 500M Author % of Tweets on average X50 = +1 % TV audience Accounts worldwide But only 40% Twitter TV +14%=+1% for 35/49 19M of US Twitter TV Author 263M of tweets about US TV +24% vs Q2 2012 Source: Nielsen Twitter TV Ratings Q2 2013 +38% vs Q2 2012 are really active The Followers The Intimists The Chatters The Influencers Twitter authors posts about News and society topics 2,3M Accounts in France Personal events News about stars and people TV Shows and radio News about their professional sector Source: Ipsos 2013 July Romain DROSNE - CEO - @Plinkers 14% Only read tweets but doesn’t post anything 36% 31% 17% They read and post They tweets to their but their message audience to target a limited increase it but don’t audience expect to influence twitter They tweet to be visible and develop the number of their followers to influence twitter Decembre 2013
  20. 20. During TV Program TV Ad Time = Mobile Prime Time 23,2% 69,3% 23,5% 66,8% During TV Commercial Source: Vivaki «The Pool» February 2013 Romain DROSNE - CEO - @Plinkers Decembre 2013
  21. 21. Romain DROSNE - CEO - @Plinkers Decembre 2013
  22. 22. Social TV Strategy value for a TV program... 1- Increase the number of viewers 2- Increase the equity of the program 3- Increase the engagement on the program 4- Improve knowledge about your audience/user 5- Define a clear context 6- Increase the time in contact with your audience Improve quantitative metrics Associate brand insights to your program Increase qualitative metrics / loyalty Optimize advertising investments Improve message acceptance Improve the value of your contact (retargeting) Sell more & better ! Romain DROSNE - CEO - @Plinkers Decembre 2013
  23. 23. Which business models Advertising Data & Studies - - Usual mobile ad format Synchronized ad format Extended experience (“get more about“) Couponing Social amplification (Twitter, Zam+...) Studies Social Metrics Metadata management Retargeting Paid Engagement e-Commerce - Paid voting, Quizz etc. - Betting - Freemium - Romain DROSNE - CEO - @Plinkers m-Commerce / t-Commerce Production placement Product linking Licencing Social commerce Decembre 2013
  24. 24. Data is oil ! Which fuel : - Adveritsing opportunities - Revenue preditions - Program content optimizations - Content recommandation - TV grid optimizations - TV program promotion ... Romain DROSNE - CEO - @Plinkers Decembre 2013
  25. 25. Understanding the battlefield... INTERNET GIANTS Disrupt the TV market to grab its billon dollars BROADCASTERS Save their dominant position and keep on controling the ecosystem PRODUCERS Adapt to current changes and try to grab opportunities to get closer with their audience Romain DROSNE - CEO - @Plinkers ISPs Keep on controling the end user and enrich their ecosystem/offer CONSUMER ELECTRONICS Enhance the transversality of their hard and software ecosystem to impose it NEW COMERS Grab new business opportunities based on emerging usages poping up from this deeply changing market Decembre 2013
  26. 26. And the winner is... ? Romain DROSNE - CEO - @Plinkers Decembre 2013
  27. 27. Why ? We are still here Futur usages are not yet defined My advice : Ask yourself if it really makes sens to fight on apps and platforms, focus on your historical job to find your next business models Romain DROSNE - CEO - @Plinkers Decembre 2013
  28. 28. Disintermediation = Re-intermediation Editorial Romain DROSNE - CEO - @Plinkers Search Algorithm Social Decembre 2013
  29. 29. And be courageous to shift the paradigm ? Romain DROSNE - CEO - @Plinkers Decembre 2013
  30. 30. Integrating a key learning from the last 2 years... Alexandra Shapiro, EVP of marketing and digital for USA Network “I don’t care where people engage with our content as long as I can be the curator of that conversation,” said Alexandra Shapiro, which programs 2nd screen content for its original series. “This is a major change in strategy - 2 years ago I would have said you have to drive people back to the mother ship; desktop, mobile, tablet, wherever it’s supposed to live. Now I feel like it’s wherever the user wants it.”  Source : http://www.adweek.com/news/television/twitter-killed-all-these-second-screen-apps-152266 Romain DROSNE - CEO - @Plinkers Decembre 2013
  31. 31. So, Internet has made you dinosaurs. so change yourself into oil ! Romain DROSNE - CEO - @Plinkers Decembre 2013
  32. 32. Embrace the data era Produce data, stream data, sell data and leave platform handle them the way they want Romain DROSNE - CEO - @Plinkers Decembre 2013
  33. 33. SocialTV or 2nd screen do not really revolutionize TV usages. It enhances & increases already existing user habits. However it will disrupt the whole value chain and its ecosystem Romain DROSNE - CEO - @Plinkers Decembre 2013

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