The document discusses how consumer viewing habits are shifting from traditional TV to using second screens like mobile devices simultaneously. This is changing TV advertising strategies. Several TV-related mobile apps are described that aim to extend the viewing experience and create social interactions around shows. These include network, program-specific, sports, and check-in/social apps. Zeebox is discussed as an app that integrates program guides, extended content, social features, and e-commerce for shows. Both its strengths like cross-platform support and weaknesses like a confusing interface are noted.

1. Mobile/Apps
Barbara Frontera
Gary Gelb
Mary Ann McGinley

2. Background
the consumer is moving from desktop/web to mobile/app. we've talked about this
transition ad nauseam on this blog. it is the single biggest megatrend in the
consumer internet space right now. most new consumer internet startups need to
build for iOS, Android, and web at the same time. it is making the startup more
expensive and time consuming. distribution is much harder on mobile than web and
we see a lot of mobile first startups getting stuck in the transition from successful
product to large user base. strong product market fit is no longer enough to get to a
large user base. you need to master the "download app, use app, keep using app, put
it on your home screen" flow and that is a hard one to master.
Fred Wilson, Union Square Ventures,
November 25, 2012
http://www.avc.com/a_vc/2012/11/what-has-changed.html/

3. Background
• According to the AOL BBDO Insights Now! study 68% of mobile minutes are
actually spent at home. The chart indicates categories and time of usage.

4. Background
• In November 2012 Flurry measured over one trillion events from over 250,000
applications created by more than 85,000 developers, and over 60 billion sessions.
• The chart below indicates the growth of the app economy since 2008. Source:
http://blog.flurry.com/
http://blog.flurry.com/

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http://blog.flurry.com/

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http://blog.flurry.com/

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http://blog.flurry.com/

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http://blog.flurry.com/

10. Branded Mobile Apps

11. App Explosion—m-
commerce, lifestyle,
books, business,
productivity, finance,
food, sports, news, travel,
tv, games, health and
wellness….
Brands develop apps to:
•Increase m-commerce /revenue
•Extend brands
•Provide utility

12. Note Worthy– Barclaycard
Barclaycard first figured out how to make
a credit card ad entertaining and then
made an app to piggyback on the ads
success.
“In the TV ad, one man got to ride the
waterslide, then we thought, why not let
everyone have a go.” (iTunes)
Features:
•Speed through 3D cityscape backgrounds
•Watch day turn to night through 9
different levels
•Ride the slide in 1st or 3rd person view
•Choose a male or female character
•Pick up speed to loop the loop
•Tilt or touch the screen to control speed
•Win bonus points for speed or collecting
five items in a row
www.openforum.com/idea-hub/topics/technology/article/13-branded-apps-that-got-it-right-sarah-kessler/

13. Note Worthy– Barclaycard
Cool feature: App lets you experience
the extreme waterslide, or change to a
Third-person view if you get woozy.
Successful?
•2 million Downloads in first 2 weeks
•Almost 17 million total downloads
•A roller coaster version of the game has
been downloaded 9.7 million times
•Numerous viral videos

14. Note Worthy– Barclaycard

15. New- Merrill Edge Face Retirement
Merrill’s Face Retirement: an app that
gives you a glimpse of how you might
appear at 47, 57, etc., all the way to 107.
Once you see this aged version of
yourself, you'll be in retirement-planning
mode… or at least talking about the app.
According to Wired, the app was based on
research that showed people don't save
for retirement because "deep down we
don't identify with that old person we'll
one day be.“
Sources: http://www.mediapoondi.com/wp-content/uploads/2012/12/Face-Retirement-2.jpg
http://mashable.com/2012/12/07/see-how-youll-look-when-youre-old-with-bank-of-americas-face-retirement-app/

16. New– Leveraging Technology
Image courtesy of Flickr, Loungerie
Merrill worked with ModiFace, which specializes in "virtual makeover technology."
So far, the company's technology has mostly been for beautifying makeovers from
L'Oreal and others.
So will you save for the future or go out and spend more now???

17. New– Newcastle Brown Ale’s Brand Extension
The #NoBollocks Subtexter gives
consumers a way to
add meme-style "honest subtext
taglines" to their posted pics
...IF THIS DOESN'T GENERATE
LIKES, WHAT WILL?”
For that dusk image: "I TAKE PHOTOS OF SUNSETS...NOW YOU THINK I'M AN
INCREDIBLE LOVER.“
For a snap of you and your buddies: ""LOOK, I HAVE FRIENDS....EVERYTHING IS
FINE, MOM, I TURNED OUT OKAY.”
Source: http://mashable.com/2012/12/06/newcastle-brown-ale-app-exposes-lame-motivations-behind-your-photo-posts/

18. M-commerce– Toys R Us
Toy Finder is designed to make toy shopping easy for you and fun for the kids
Features:
• Little ones create their dream Wish Lists using virtual stickers
• Separate view for parents with organized lists
• Create, edit and share favorite lists with family & friends via text, email & fb
• Special deals & offers so you get the best deals on your kid’s favorite toys
• Find the nearest Toys"R"Us store wherever you are
http://www.openmobileapp.com/viewapps.html?
param=categoryClickApps&rootCatId=242&rootCatText=Personalization#/appdetail/886965

19. M-commerce– Toys R Us
Geoffrey’s Jungle, a new
personalized adventure kids game.
Kids create their explorer character,
they chose gender, skin tone and
Apparel.
They also name their explorer from
20 first and last names, such as
Noah Toucana or Sandy Savannah.
Kids sail away on a boat with Geoffrey to explore four different islands each with its own
selection of unique games:
•Barbie Island – Features coloring pages, memory match game and slide puzzles
•Hot Wheels Island – Consists of maze game, slide puzzles and sticker activity
•Moshi Monster Island – Includes “Whack-a-Moshi” game, coloring pages and sticker
activity
•Toys“R”Us Island – Showcases each island’s jungle characters, like Isaac the hippo, etc.
Features slide puzzles, sticker activities and a page for top toys
• Each activity allows the kids to “See the Toys” and leads to areas featuring products.
From here kids can notify their parents about their favorite items

20. M-commerce– Toys R Us
Features:
•Movies & TV shows selected just
for kids
• New movie releases available the
same day they hit retail shelves
• Popular TV shows available the
day after they air
• No monthly subscription or fees.
Pay for only what you watch
•Extensive library of premium
content
Watch the Movies & TV Shows Kids Love... Instantly

21. Digital Transformation
Digital is a priority for us—
Turning a company famous for rigid,
One of our first ground breaking apps was
coldly effective business processes
Shopycat, a gift-recommendation app that
into one that’s flexible, experimental,
launched on facebook before the 2011 holidays.
and entrepreneurial.
Shopycat scans social profiles to identify
interesting gift ideas from likes, comments and
Enable each of over 200 million status updates.
customers who visit our worldwide Another social marketing blockbuster was our
stores each week to use apps to Get on the Shelf contest . People submitted
enhance their in-store experience: their inventions to go on sale with us:
•mobile payments • 4,000+ submissions
•richer product information • over 1 million votes,
• local store info • numerous news hits across America

22. Walmart, the world’s largest retailer, embraces social, mobile, and a startup spirit
(Fast Company)
http://www.walmartlabs.com/walmarts-evolution-from-big-box-giant-to-e-commerce-innovator/

23. •Find quality products at unbeatable prices
•Place an order within the app for a sleek, speedy check out
•Grab the Value of the Day before its’ gone
•View product rollbacks
•Access store inventory before you leave the house
•Find hours and directions to a store near you
•Find gifts for loved ones of any age, at any price
•Our top picks for this year’s holiday gifts
•Holiday shopping list makes holiday shopping a breeze
•Quickly find a local Walmart store
•Discover ways to spend quality family time during this season
•Navigate to the Walmart.com site to buy product
•Recipes-- Bake a gift for less than $5
•Find out when and where new games become available
•Exclusive game previews, trailers & screenshots
•Review the latest releases before they hit the shelves
•Notification of special midnight sales events
•Gamecenter Tour map & dates
http://www.walmartlabs.com/walmarts-evolution-from-big-box-giant-to-e-commerce-innovator/

24. Associate stories, celebrations, news, benefits, and
lifestyle features
•Shows all Walmart locations in the US and Canada
•Indicates what locations allow overnight parking
•Map displays stores with fuel, pharmacy, garden center,
a restaurant, etc
•Finds your location & shows points of interest near you
A simple viewer for the People of Walmart website with
•Hillarious bizarre moments and laughs
•Ability to save, share, zoom & pan and submit pictures
Walmart Soundcheck is an original performance series
•Watch live performances
•Read about the show and get to know your favorite artists
•Flip through exclusive behind-the-scenes footage
http://www.walmartlabs.com/walmarts-evolution-from-big-box-giant-to-e-commerce-innovator/

25. Walmart Sound Check Apps

26. Social Television Apps
TV Habits Changing
•Wasted TV Ad Spending:
•DVR – 2%
•Multi-tasking (Digital devices generally) 63%
(social Media Week Seminar 2/15/12 sith speakers from abcnews.com, Kraft Foods, Yahoo)
•Total Ad Spending Since 2006
•% Television
•% Digital
•Key Demographics for Advertisers
•Young and Affluent

27. Social Television Apps
Can Social Media Save an Industry?

28. Social Television Apps
TV Habits Changing
•Multi-Tasking
•While watching TV 60% of Americans use the internet simultaneously
•2017
•Digital Ad Spend Surpass Television
(medialife Magazine, Aug 28, 2012)

29. Social Television Apps
What is the goal?
$$$

30. Social Television Apps
What’s The Strategy?
•Extend viewing experience to second screen
•Create a crafted conversation rather than rely on fire
hose approach of Twitter, Facebook
•Interaction with Ads – Interactive TV did not work
•Synchronized Content and Sync Ads

31. Social Television Apps
Mini Glossary
•Second Screen
•Backchannel
•Tent Pole Event
•Automatic Content Recognition (ACR)

32. Social Television Apps
Television Apps - General
Viewing (TV Everywhere) , Program Guide and
Automatic Content Recognition (ACR)

33. Social Television Apps - Networks
Television Apps - Networks
-Promote Network Shows
-Program Schedules
-Program Info
-Full Episode Viewing
-Twitter Feeds
-Local Social interactions/comments

34. Social Television Apps – Program Specific
Television Apps – Program Specific
-Games
-Viewing Companion
-Companion Content
-Contests
-Full Episode Viewing
-Twitter Feeds

35. Social Television Apps – Program Specific
Companion Content

36. Social Television Apps – Sports
-League Sponsored -Social/Twitter Feeds
-National Networks -Scores/Stats
-Local/Regional Networks -Interactive Voting
-Premium content
-Video Highlights

37. Social Television Apps – CheckIn / Social
-Content Check-in, like foursquare for media
-Program schedules – what’s on?
-Extended content – IMDB, Wikipedia lookups
-Social:
-who else is watching/friends?
-Twitter, Facebook, Native within app
-E-commerce – from commercials, program content
-Automatic Content Recognition (ACR) [Shazzam-like]

38. Social Television Apps – Zeebox
•Zeebox launched in UK Fall 2011, US Sept 2012
•Funded in U.S. by Comcast/NBCUniversal, HBO/Cinemax
•iPhone, iPad, iPod Touch, Android and the Web

39. Social Television Apps – Zeebox
•Program Schedule •e-Commerce
•Extended Content •Social Integration
•Interactivity: voting, etc •Future: Cable Box Controller

40. Zeebox – Trending
Social “HOT” - Trending shows on
Twitter - First Screen you see

41. Zeebox – Trending
Social “HOT” - Trending shows -
First Screen you see
Presents a program schedule
sorted by highest volume
relevant tweets

42. Zeebox – Program Schedule
Social “HOT” - Trending shows -
First Screen you see
Presents a program schedule
sorted by highest volume relevant
tweets
or in standard channel sequence

43. Zeebox – Program Schedule Filter
Social “HOT” - Trending shows -
First Screen you see
Presents a program schedule
sorted by highest volume relevant
tweets
or in standard channel sequence
or in a variety of other ways

44. Zeebox – Watch With Celebs

45. Zeebox – Watch With Celebs

46. Zeebox – Social Integrations

47. Zeebox – Social Feed

48. Zeebox - Zeetags
Zeetag
Zeetag
e-
e-
Commerce
Commerce

49. Zeebox - Friends and Reminders
Friend
Friend
currently
currently
online
online
Reminders
Reminders
(Bookings)
(Bookings)
Reminders
Reminders
(Bookings)
(Bookings)

50. Social Television Apps – Zeebox
E-Commerce
And way, way more…

51. Social Television Apps – Zeebox
Strengths Weaknesses
Program schedule very usable User Interface can be confusing - TMI
See shows past or future Too many features – can’t tell what
they all do
iOS, Android, web presence Other partners may resist
307 Shows working with Zeebox No Auto Content Recognition (ACR)
Well funded partners So no content or ad sync (yet)
Robust content Show info & credits are weak
Social Integration
Well rounded feature set – has some
version of all features found in other
apps
Probably a lot more to come…