Jeroen Elfferich discusses the rise of second screen usage. He notes that 75% of US TV viewers now use other devices like phones or tablets simultaneously while watching TV. Younger audiences especially are active on social networks to discuss shows. Second screen offers opportunities for navigation, social interaction, information and new ways for viewers to engage. Stakeholders include broadcasters, advertisers and viewers. The five M's framework outlines areas like moment, meaning and mass for second screen integration. Done well it can enhance viewing, but care is needed not to overdo features or let servers crash under demand.

1. Tweede Scherm
Van Innovatie Naar Noodzaak
Jeroen Elfferich
@jeroen020
IAB Taskforce Second Screen
CEO & Co-founder Ex Machina

2. How much media does
a 25 year old consume
per day?

3. 9 hours

4. How much time does
this take?

5. 6 hours

6. Second Screen
• In US, 75% use TV & internet simultaneously
• 50% do so every day (Clustalabs)
• 86% of US mobile internet users use their
phone while watching TV (Yahoo!Nielsen)
• 30% of total iPad usage is while watching TV
• 72% of under 25’s in the UK comment on
programs via social networks (Digital Clarity)

7. Media Multitaskers

8. Why?
• Broadband everywhere
• Desirable hardware & intuitive, touch UIs
• The WAF, KAF & FAF
• New ways to share, communicate &
compete: social networks & APIs
• We want to be part of a group

9. Second Screen Usage
• Navigation & Control
• Conversation & Social Aggregation
• Information
• Interaction

10. Scope
• Everything
• Subject
• Broadcaster/network/channel
• Programme
• Brand?

11. Stakeholders
• IP owner & Production Company
• Advertiser
• Broadcaster
• TV operator
• TV manufacturer
• Viewer/consumer/user
• Rogue?

12. Generic

13. Guidance, Check-in & Aggregation

14. Broadcaster

15. Generic + Specific

16. The 5 M’s of Second
Screen

17. 1988
The ‘Henny Huisman
Effect’ is a situation
where the national
phone system grinds
to a halt due to a
sudden, massive
amount of phone
calls.

19. 1999 Big Brother: Making headlines worldwide
Interactive voting via SMS and IVR
Today still broadcast in 32 countries, 320 million viewers

20. Moment

21. 1 vs 100 (Microsoft Xbox)

22. Sync

23. Meaning

24. Intuitie (RTL4, Fremantle)

25. (Subtitled Video)

27. Mass

28. The Money Drop (Monterosa)

29. The voice of Holland Thuiscoach

31. Multi-Platform

32. web a
Show

33. Broadcast site RTL
web a
fb app
Show
iOS
andrd

34. Twitter
facebook
Broadcast site RTL
web a
fb app
Show
iOS
andrd

35. Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL
web a
fb app
Show
iOS
andrd

36. Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL SBS NPO MTV Disc ...
web a b c d e f g h i j k l m n m n o
fb app
Show
iOS
andrd

37. web app native fb app widget
APIs APIs
second screen platform
Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL SBS NPO MTV Disc ...
web a b c d e f g h i j k l m n m n o
fb app
Show
iOS
andrd

38. web app native fb app widget
APIs APIs
second screen platform
Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL SBS NPO MTV Disc ...
web a b c d e f g h i j k l m n m n o
fb app
Show
iOS
andrd

39. Monetize

40. Viggle (FunctionX)

41. Postcode Loterij Miljoenenjacht

43. Don’t
• Treat Second Screen as Ceefax/Teletext
• Just check-in
• Gamify the un-gamifiable
• Overdo it
• Let the servers crash

44. Do
• Synchronize
• Call to action
• Integrate: back & front
• Reward interaction, create feedback loops
• Offer pre & post-show experiences
• Allow the second screen to be the first

45. Merci
@jeroen020