Augmented TV

AUGMENTED TV
Kai Platschke
Social Media Week Berlin
25.09.2012

© 2012 by Kai Platschke* !

WE HAVE RECENTLY INVESTED A
LOT OF TIME AND MONEY IN
THIS TOPIC, WHY?


2

01 02 03 04 05 06 07

EVERYONE TALKS ABOUT IT


3

EVERYONE TALKS ABOUT IT à
http://open-social-publishing.com/2012/07/18/innovation-case-multisensoral-publishing-toyotaund-shazam/

CONTENT
PRODUC.

BRANDS

STATIONS since a
In US

TV SET MANUF.

while, here Toyota
tested it:
shazaaming TV
spots – not really
augmented TV, but
augmented
advertising ;)

SM PLATFROMS

CABLE PROVIDER

GOVERNMENTS

SET TOP BOX
PROVIDERS


4


BRANDS

CONTENT
PRODUC.

STATIONS

TV SET MANUF.

SM PLATFROMS

CABLE PROVIDER

GOVERNMENTS

SET TOP BOX
PROVIDERS

Preparing their
content for view on
tv sets, e.g.
through apps on tv
sets, some even by
pay per
subscription


5

http://www.justapps.de/2011/augmented-tv-pro-sieben-testet-galileo-quiz-mit-iphoneinteraktion/

BRANDS

CONTENT
PRODUC.

STATIONS

TV SET MANUF.

SM PLATFROMS

GOVERNMENTS


CABLE PROVIDER

Viewers of the
show can answer
questions shown
on the TV screen
with the help of the
application Junaio
on their iPhone

PRO7/JUNAIO

PRO SIEBEN TESTS IPHONE INTERACTION WITHIN
THEIR SHOW GALILEO

SET TOP BOX
PROVIDERS
6

http://www.engadget.com/2012/01/10/sky-to-introduce-augmented-tv-viewing-with-zeeboxcompanion-ap/

BRANDS

CONTENT
PRODUC.

STATIONS

TV SET MANUF.

SM PLATFROMS

GOVERNMENTS


Once released, you'll be
able to connect with
fans of the same
shows, , digest more
program information
and even purchase onscreen products.
Still, zeebox today is not
much more than a TV
guide

CABLE PROVIDER

SET TOP BOX
PROVIDERS

SKY/ZEEBOX

SKY TO INTRODUCE AUGMENTED TV VIEWING WITH
ZEEBOX COMPANION APP
7


BRANDS

CONTENT
PRODUC.

STATIONS

TV SET MANUF.

SM PLATFROMS

GOVERNMENTS


CABLE PROVIDER

7,5M Haushalte werden
Ende 2012 in D einen
Smart TV haben
(Horizont), 55% aller TV
die gekauft werden sind
smart TV – kein anderes
Gerät hat sich so
schnell verbreitet

SET TOP BOX
PROVIDERS
8


BRANDS

STATIONS

CONTENT
PRODUC.

Facebook holds a lot of
video content (like tape
tv) that is already in
apps on gaming
consoles and TV sets.
Perfect for social
viewing, like
commenting in the same
window than the show

TV SET MANUF.

SM PLATFROMS

CABLE PROVIDER

GOVERNMENTS

SET TOP BOX
PROVIDERS


9


BRANDS

CONTENT
PRODUC.

Depending on the
provider you‘ll have an
additional menu on your
screen, with a different
set of apps
and services (like
recording, replay, etc.)

STATIONS

TV SET MANUF.

SM PLATFROMS

CABLE PROVIDER

GOVERNMENTS

SET TOP BOX
PROVIDERS


10


BRANDS

CONTENT
PRODUC.

STATIONS

TV SET MANUF.

SM PLATFROMS

CABLE PROVIDER

GOVERNMENTS

SET TOP BOX
PROVIDERS

Apple TV or Google TV
(end of Sept finally
available in Germany,
through a Sony Box).
Plus many more, even
HAMA has a own
program available with a
Wii like remote control


11

http://www.spiegel.de/netzwelt/web/ard-und-zdf-im-netz-umstrittene-expertisen-a-626970.html

CONTENT
PRODUC.

BRANDS

The RundfunkstaatsSTATIONS rules exactly the TV SET MANUF.
vertrag
role and objectives of
German tTV
It does not allow certain
engagements in content
and internet / online
offers

SM PLATFROMS

CABLE PROVIDER

GOVERNMENTS

SET TOP BOX
PROVIDERS


12

01 02 03 04 05 06 07

STILL NO ONE AND NO WORDING
HAS CONVINCED EVERYONE


13

YEAH. ;y little Slideshare presentation is #1 in the
Google results for “Augmented TV” à


14

01 02 03 04 05 06 07

THERE ARE PRODUCTS POPPING
UP ALL THE TIME


15

TVTAK

AUGMENETD REALITY MEETS TV

/ SHAZAAM
/ SOUND RECOGNITION

Our Comment:
Hold your smartphone in front of your TV and
will see even more advertising!!! – same is
valid for Shazaam btw …
http://www.youtube.com/watch?v=cvlf4By8v4U


16

INTO_NOW

THE NEW YAHOO! THING GOES BEYOND SOCIAL TV

Our Comment:
Looks like this is to find out what I am watching
and then share this fact … well, Videotext and
Facebook would do, too
http://www.youtube.com/watch?v=qZMNElVpKtQ


17

META MIRROR
THE FUTURE OF TV

Our Comment:
We like the idea, because it’s about relevance.
http://www.designbynotion.com/metamirror-next-generation-tv/


18

SOCIAL TV

MANY APPS CONCENTRATE JUST ON THE SOCIAL FEATURE

http://www.stern.de/digital/homeentertainment/social-tv-alleine-fernsehen-war-gestern-1774324.html

19

01 02 03 04 05 06 07

RESEARCH SHOWS HOW TV
CONSUMPTION CHANGES


20

-  Up to 90% of iPad users (FullSIX
GROUP/OTO study 2011,
depending on market) have used
it in parallel to watching TV.
-  And that does not include those
who go online with their mobile
phone, laptop, gaming console,
MP3 player, android tablet or
desktop.


21

The traditional TV watching experience has dramatically changed à


22

The traditional TV watching experience has dramatically changed à


23

1

Augmented TV experiences are not something for the future, but
something that has already arrived a while ago!


24

1


People have created it themselves and the only question that stays
unanswered is how TV stations, other content providers and brands
can use this new habit.


2

25

1


People have created it themselves and the only question that stays
unanswered is how TV stations, other content providers and brands
can use this new habit.

3

2

And how can this be integrated into the new marketing model of
relevancy instead of frequency – to proceed in the switch from pure
messaging towards delivering true and useful service


26

01 02 03 04 05 06 07

TECHNICALLY EVERYTHING IS
POSSIBLE


27

EVERYTHING IS POSSIBLE à

SOCIAL
TV
AUGMENTED
TV

through the internet connection of modern TV sets it is possible that the
audience chats on Facebook via a build in Facebook App on the TV
screen, or via apps on smartphones and tablets with their friends while
watching the same program
This is what everyone tries to do/ does today.

SYNCHRONIZED
TV


28


SOCIAL
TV
AUGMENTED
TV
SYNCHRONIZED
TV


as we know what people are watching (timeline connected apps,
Shazaam like technologies, AR, etc.), we can now deliver them
additional information (recipes, ecommerce links, biographies, etc.) in a
parallel experience on their tablet or smartphone.
This is he simplest of all three, as this is based on a behaviour that we
already find in consumers’ homes today and everyone interested can
immediately start to take its part in it. That’s why this is our current focus
at FullSIX.

29


SOCIAL
TV
AUGMENTED
TV

in a personalisation model, we are now able to create personalized
viewing experiences based on behaviour, including advertising, to slowly
replace linear TV.
This is yet to come – you should follow the developments to be ready as
soon as it comes.

SYNCHRONIZED
TV


30

01 02 03 04 05 06 07

WE DEVELOPED OUR OWN POV


31

AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!


32

WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS


33

AS IT IS SOMETHING PEOPLE DO THEMSELVES,
ALL CONCEPTS NEED TO DRIVE RELEVANCE
TO BE ACCEPTED


34

TO BE ACCEPTED
BIGGEST BENEFIT IS IN THE CONTENT AREA


35

TO BE ACCEPTED
WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT
THEM!


36

TO BE ACCEPTED
THEM!
THIS COULD BE THE LONG AWAITED START OF A NEW
FINANCING MODEL FOR TV AND MAKE IT LESS HATED


37

TO BE ACCEPTED
THEM!
THIS COULD BE THE LONG AWAITED START OF A NEW
FINANCING MODEL FOR TV AND MAKE IT LESS HATED
IT SEEMS TO BE THE INTEREST OF TV STATIONS TO
ENHANCE TV-SPOTS, NOT RELEVANCE

38

01 02 03 04 05 06 07

WE BUILT A PROTOTYPE.


39

VISION

APPS WILL ALLOW CONSUMERS TO AUGMENT THEIR
PERSONAL TV EXPERIENCE EASILY
THEY WILL GIVE BRANDS AND TV STATIONS A WHOLE NEW
UNIVERSE TO DELIVER A NEW KIND OF RELEVANT
ADVERTSISING


40

WE SEE THE BIGGEST OPPORTUNITIES TODAY
IN THESE 4 AREAS:

SOCIAL
FEATURES


INTERACTION
FEATURES

CONTENT
FEATURES

COMMERCE
FEATURES

41

SOCIAL
FEATURES
Chat, comment, like
Real time discussions
during the program


IN THESE 4 AREAS:

SOCIAL
FEATURES


INTERACTION
FEATURES

CONTENT
FEATURES

COMMERCE
FEATURES

43

INTERACTION
FEATURES
Play the game « be a
chef »
Forecast the result of the
show and win points with
your friends
Show your score on
Facebook and win a VIP
evening at the season’s
final
Show all products used in
show via augmented
reality and catch them.


IN THESE 4 AREAS:

SOCIAL
FEATURES


INTERACTION
FEATURES

CONTENT
FEATURES

COMMERCE
FEATURES

45

CONTENT
FEATURES
Bonus videos
Behind the scenes
Exclusive news on the
actors, jury members,
participants, places,
recipes, etc.


IN THESE 4 AREAS:

SOCIAL
FEATURES


INTERACTION
FEATURES

CONTENT
FEATURES

COMMERCE
FEATURES

47

COMMERCE
FEATURES
Buy all products and
utilities used in show
Buy them cheaper if more
friends join
Deliver a dish made
during the show in your
home.
Book a table in the chef’s
restaurant


! DEMO
For the purpose of our prototype we have
chosen the show Glee, which is broadcasted
on SuperRTL. In the example SuperRTL has
given H&M the exclusive sponsorship for this
show, to replace traditional interruption by
spots.
http://youtu.be/dGfuNX21lqo


49

THAT’S IT FOR NOW.
WHAT DO YOU THINK?


50

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