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le
The Biggest Prob

m In TV

Todd Green / Loughborough / Oct 2013 / @mediademicblog
What’s the biggest problem in TV right now?

@mediademicblog
Split

attention

@mediademicblog
There’s a lot of competition for attention

@mediademicblog
hBp://ben-­‐evans.com/benedictevans/2013/10/4/children-­‐and-­‐devices	
  

And it’s only going to get tougher

Over	
  70...
So, what’s the plan for producers?

@mediademicblog
1. Measure what’s happening
2. Match existing behaviours
3. Learn from the best
@mediademicblog
1.

Measure what’s happening

@mediademicblog
1983: Very little data available

hBp://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s	
  
@mediademicblog
2013: Creativity can be measured
%viewers
watching at a
given moment
during the video

@mediademicblog
How can we measure stuff in TV in 2013?

What

data

is

available?

@mediademicblog
Data in TV: BARB ratings

@mediademicblog
Data in TV: Facebook

@mediademicblog
Data in TV: Twitter

@mediademicblog
Data in TV: YouTube

@mediademicblog
Data in TV: Catch-up services

@mediademicblog
Data in TV: Streaming services

@mediademicblog
Data in TV: Second-screen apps

@mediademicblog
Data in TV: Multiple connected services

@mediademicblog
What types of data are available for TV?

KPIs

Interactions

Metadata

Behaviours

@mediademicblog
What types of data are available for TV?

KPIs

Interactions

Ratings, views, viewers, £,
sessions, ads served,
registrati...
What kinds of measurements to these data sources give us?

KPIs

Interactions

How much do people watch?

How engaged are ...
2.

Match existing behaviours

@mediademicblog
TV execs want it to be like this…

@mediademicblog
… but the reality is often more like this

@mediademicblog
… or even like this

Thanks	
  for	
  the	
  image:	
  hBp://storytechlife.com	
  

@mediademicblog
hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.h...
hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.h...
Four types of second screen behaviours that relate to TV shows

Chat more

Know more

Watch more

Play more

@mediademicbl...
Chat more = Social apps

With the show

With the stars

With other viewers

@mediademicblog
Know more = Data apps

More info

Data visualisations

Data as content

@mediademicblog
Watch more = Bonus apps

More video

Organic extensions

Extend the story
@mediademicblog
Play more = Participation apps

Play along

Play anytime

Editorial impact

@mediademicblog
Match existing second screen behaviours

Chat more

Know more

Social apps

Data apps

Watch more

Play more

Bonus apps

...
3.

Learn from the best :)

@mediademicblog
Case study: The X Factor UK app

@mediademicblog
1. Twitter for acquisition

@mediademicblog
2. Fifth Judge / Quizzes / Polling for retention

@mediademicblog
3. Voting / Sponsorship for monetisation

@mediademicblog
ARM funnel

Hear about the show
Watch
Watch again
Emotional involvement
Social participation
Vote
@mediademicblog
ARM funnel

Hear about the show

Acquisition

Watch
Watch again
Emotional involvement

Retention

Social participation
Vot...
ARM funnel
Acquisition

Retention

Monetisation

@mediademicblog
So, what’s the plan for producers?

@mediademicblog
1. Measure what’s happening
2. Match existing behaviours
3. Learn from the best
@mediademicblog
le
The Biggest Prob

m In TV

Todd Green / Loughborough / Oct 2013 / @mediademicblog
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The Biggest Problem In TV: Split... Attention

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Split attention is a major problem for TV producers - what should they do about it?
- Slides propose an approach based on existing viewer behaviour
- Lots of examples from TV, and a case study on The X Factor app
- I gave this talk at Loughborough on 22/10/13

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The Biggest Problem In TV: Split... Attention

  1. 1. le The Biggest Prob m In TV Todd Green / Loughborough / Oct 2013 / @mediademicblog
  2. 2. What’s the biggest problem in TV right now? @mediademicblog
  3. 3. Split attention @mediademicblog
  4. 4. There’s a lot of competition for attention @mediademicblog
  5. 5. hBp://ben-­‐evans.com/benedictevans/2013/10/4/children-­‐and-­‐devices   And it’s only going to get tougher Over  70%  of  15  year  olds  have  a   smartphone,  and  over  half  of     13  year  olds   Tablets  for  kids  are  mostly   shared  but  access  (at  home)   is  50%  aged  15   @mediademicblog
  6. 6. So, what’s the plan for producers? @mediademicblog
  7. 7. 1. Measure what’s happening 2. Match existing behaviours 3. Learn from the best @mediademicblog
  8. 8. 1. Measure what’s happening @mediademicblog
  9. 9. 1983: Very little data available hBp://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s   @mediademicblog
  10. 10. 2013: Creativity can be measured %viewers watching at a given moment during the video @mediademicblog
  11. 11. How can we measure stuff in TV in 2013? What data is available? @mediademicblog
  12. 12. Data in TV: BARB ratings @mediademicblog
  13. 13. Data in TV: Facebook @mediademicblog
  14. 14. Data in TV: Twitter @mediademicblog
  15. 15. Data in TV: YouTube @mediademicblog
  16. 16. Data in TV: Catch-up services @mediademicblog
  17. 17. Data in TV: Streaming services @mediademicblog
  18. 18. Data in TV: Second-screen apps @mediademicblog
  19. 19. Data in TV: Multiple connected services @mediademicblog
  20. 20. What types of data are available for TV? KPIs Interactions Metadata Behaviours @mediademicblog
  21. 21. What types of data are available for TV? KPIs Interactions Ratings, views, viewers, £, sessions, ads served, registrations… @s, #s, SMSs, votes, emails, applications, taps, buzzes… Metadata Behaviours Show descriptions (types/actors/ run time), consumer profiles, external reference points… Funnels, drop-offs, CTR, conversions, shares… @mediademicblog
  22. 22. What kinds of measurements to these data sources give us? KPIs Interactions How much do people watch? How engaged are our viewers? Metadata Behaviours How do we improve discovery and retention? What are people actually doing with what we give them? @mediademicblog
  23. 23. 2. Match existing behaviours @mediademicblog
  24. 24. TV execs want it to be like this… @mediademicblog
  25. 25. … but the reality is often more like this @mediademicblog
  26. 26. … or even like this Thanks  for  the  image:  hBp://storytechlife.com   @mediademicblog
  27. 27. hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html   What are people actually doing while watching TV? @mediademicblog
  28. 28. hBp://www.nielsen.com/us/en/newswire/2013/acUon-­‐figures-­‐-­‐how-­‐second-­‐screens-­‐are-­‐transforming-­‐tv-­‐viewing.html   Good news! Some of these things relate to the TV! @mediademicblog
  29. 29. Four types of second screen behaviours that relate to TV shows Chat more Know more Watch more Play more @mediademicblog
  30. 30. Chat more = Social apps With the show With the stars With other viewers @mediademicblog
  31. 31. Know more = Data apps More info Data visualisations Data as content @mediademicblog
  32. 32. Watch more = Bonus apps More video Organic extensions Extend the story @mediademicblog
  33. 33. Play more = Participation apps Play along Play anytime Editorial impact @mediademicblog
  34. 34. Match existing second screen behaviours Chat more Know more Social apps Data apps Watch more Play more Bonus apps Participation apps @mediademicblog
  35. 35. 3. Learn from the best :) @mediademicblog
  36. 36. Case study: The X Factor UK app @mediademicblog
  37. 37. 1. Twitter for acquisition @mediademicblog
  38. 38. 2. Fifth Judge / Quizzes / Polling for retention @mediademicblog
  39. 39. 3. Voting / Sponsorship for monetisation @mediademicblog
  40. 40. ARM funnel Hear about the show Watch Watch again Emotional involvement Social participation Vote @mediademicblog
  41. 41. ARM funnel Hear about the show Acquisition Watch Watch again Emotional involvement Retention Social participation Vote Monetisation @mediademicblog
  42. 42. ARM funnel Acquisition Retention Monetisation @mediademicblog
  43. 43. So, what’s the plan for producers? @mediademicblog
  44. 44. 1. Measure what’s happening 2. Match existing behaviours 3. Learn from the best @mediademicblog
  45. 45. le The Biggest Prob m In TV Todd Green / Loughborough / Oct 2013 / @mediademicblog

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