Social TV: The rise of dual/multi-screening

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Social TV: The rise of dual/multi-screening

  1. 1. Social TVThe rise of dual/multi-screening Tess Langley @tesslangley
  2. 2. About me• Social media account manager at O&G• Internet/social media addict• Self confessedmulti-screener
  3. 3. What is multi screening? The use of multiple devices to carry out tasks: • Smartphone • Laptop/tablet • TV
  4. 4. Google study into new multi- screen worldKey findings:• 90% of all media consumption is screen- based• Context drives device• Smartphones most common starting point for online activities• Average 4.4hrs of leisure time in front of screens per day (!)Source: http://bit.ly/VGGTKd
  5. 5. Google study continued…• TV no longer commands full attention - consumed simultaneously• 77% of people used smartphone/laptop/tablet whilst watching TV• Compulsion. Spontaneous. Almost involuntary?
  6. 6. Sequential or Simultaneous?
  7. 7. Complementary or multitasking?• TV is a catalyst for search – Product in advert – Hashtag – “What else has that actor been in?”• Spontaneity• Convenience• Immediacy• Impulse• Social media – share TV viewing with others
  8. 8. The worries of a multi-screener Simultaneous multi-screening – complementary activity
  9. 9. Social networking multi-screening• Brandwatch – Is Twitter transforming the way we watch TV? – Twitter conversation during 50 top UK/US TV shows• Key findings: – 60% Twitter users tweet while watching TV – Less than half TV shows include official hashtag in broadcast – Hashtag included = 63% increase in tweetsSource: http://bit.ly/13S3dk8
  10. 10. Social TV Taking TV viewing from passive to active• Zeebox – Synchronised with live TV – TV viewing sidekick – Live social mentions – Look up content in programme – Live Zeetags – Change channel• Shazam ads – Bonus content/music downloads/competitions• Smart TVs• Google Glass Simultaneous multi-screening – complementary activity
  11. 11. Finally!
  12. 12. Multi-screening & marketing• Recapture attention from audience• Huge opportunity for synchronisation• Interactive content – Relevant to programme – Incentivising – Spontaneity – impulse interaction – Multi-device targeting  integrated campaigns – Amplify message• Enhance TV viewing – Additional information – Advertising – Calls to action
  13. 13. Summary• Multi-screening = Cultural shift – immediate information gratification• Recapture attention - companion apps – Content-centric – Additional value – Enhance experience – Interactive – Shareable – amplify message @tesslangley

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