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Originally presented at Screen DIgest's Future of Digital Media event in London, this deck is the next salvo from KIT digital's Alan Wolk in his attempt to infuse common sense into the discussion around second screen.

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7 Things You Should Know About 2nd Screen Interaction


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    Presentation Transcript
    1. 7 Things You Need To Know About 2nd Screen Interaction Alan Wolk Global Lead Analyst @ KIT digital October 18, 2012

    2. #1

    3. Q: THIS IS THE ONE THING WE OFTEN DON’T DO WHEN THE TV IS ON

    4. A:WATCH IT

    5. Having the TV as background noise is a purposeful decision:

    6. Having the TV as background noise is a purposeful decision: The viewer has set this time aside specifically for the primary non-TV watching activity and any attempt to engage them further will be unsuccessful

    7. Having the TV as background noise is a purposeful decision: The viewer has set this time aside specifically for the primary non-TV watching activity and any attempt to engage them further will be unsuccessful This viewer will focus fully on TV at another time with different content

    8. 3 STAGES OF TV VIEWING

    9. DISCOVERY 3 STAGES OF TV VIEWING

    10. DISCOVERY VIEWING 3 STAGES OF TV VIEWING

    11. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING

    12. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING •DISCOVERY may take place prior to sitting down in front of the TV

    13. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING •DISCOVERY may take place prior to sitting down in front of the TV •VIEWING can be purposeful or a form of background noise

    14. DISCOVERY VIEWING REVIEWING 3 STAGES OF TV VIEWING •DISCOVERY may take place prior to sitting down in front of the TV •VIEWING can be purposeful or a form of background noise •REVIEWING informs DISCOVERY, making the system circular

    15. HIGH, MID AND LOW SOCIAL • The amount of interactivity a show produces is directly related to the type of programming

    16. TAKEAWAY #1 SECOND SCREEN INTERACTIONS ONLY MATTER WHEN WATCHING TV IS OUR PRIMARY FOCUS

    17. #2

    18. Q: IT’S THE FIRST THING WE DO WHEN WE PICK UP THE REMOTE

    19. A: FIND SOMETHING TO WATCH

    20. Discovery is the primary use case for second screen apps

    21. Discovery is the primary use case for second screen apps The most common interaction will be along the lines of “Most people in my town are watching Downton Abbey... I think I’ll watch too. CLICK.”

    22. Discovery is the primary use case for second screen apps The most common interaction will be along the lines of “Most people in my town are watching Downton Abbey... I think I’ll watch too. CLICK.” Second screen apps need to function as a mash-up of the remote control and EPG, with an overlay of social functionality

    23. Discovery is the primary use case for second screen apps The most common interaction will be along the lines of “Most people in my town are watching Downton Abbey... I think I’ll watch too. CLICK.” Second screen apps need to function as a mash-up of the remote control and EPG, with an overlay of social functionality Viewers need to be able to act on what they learn from the second screen app

    24. TAKEAWAY #2 VIEWERS NEED AN APP THAT LETS THEM CHANGE THE CHANNEL

    25. #3

    26. Q: THESE FOLKS CARE WHAT ALL THEIR SOCIAL MEDIA CONTACTS ARE SAYING ABOUT BRITAIN’S GOT TALENT

    27. A:NO ONE

    28. Our social graphs are an odd amalgamation of family, childhood friends, neighbors, co-workers and our actual mates

    29. Our social graphs are an odd amalgamation of family, childhood friends, neighbors, co-workers and our actual mates Their taste in TV shows rarely (if ever) overlaps with our own

    30. Our social graphs are an odd amalgamation of family, childhood friends, neighbors, co-workers and our actual mates Their taste in TV shows rarely (if ever) overlaps with our own Data points such as what’s popular in my town/age cohort, what’s popular with other fans of my favorite actor/sports team/politician, etc. are far better indicators of what I might like

    31. TAKEAWAY #3A OUR SOCIAL GRAPHS ARE RANDOM AND RARELY CONSIST OF PEOPLE WHOSE OPINIONS WE CARE ABOUT

    32. There are over 1 billion people on Facebook, only 150 million or so active users* on Twitter *SOURCE: Twitter’s own blog, March 21, 2012

    33. There are over 1 billion people on Facebook, only 150 million or so active users* on Twitter Twitter’s demographics are in no way representative of the mass of viewers and thus are useless as an indication of anything other than what is being said on Twitter *SOURCE: Twitter’s own blog, March 21, 2012

    34. There are over 1 billion people on Facebook, only 150 million or so active users* on Twitter Twitter’s demographics are in no way representative of the mass of viewers and thus are useless as an indication of anything other than what is being said on Twitter Facebook conversations are private and the platform is mostly useful for check-in rather than real-time conversation *SOURCE: Twitter’s own blog, March 21, 2012

    35. TAKEAWAY #3B

    36. TAKEAWAY #3B TWITTER MAKES NIELSEN LOOK ACCURATE

    37. #4

    38. Q: THIS GROWING HABIT INCREASES THE VALUE OF DISCOVERY WHILE DECREASING THE LIKELIHOOD OF CHATTER?

    39. A:TIME SHIFTING

    40. Time-shifted viewing eliminates the value of real-time conversation as few other viewers will be watching the show at the exact same time

    41. Time-shifted viewing eliminates the value of real-time conversation as few other viewers will be watching the show at the exact same time Time-shifted viewing means both VOD and catch-up content are available to the viewer, making an app that helps with discovery even more relevant

    42. TAKEAWAY #4 WHEN THE ANSWER TO “WHAT’S ON” IS “EVERYTHING” AND THE ANSWER TO “WHO’S ON” IS “NO ONE,” DISCOVERY BECOMES KING

    43. #5

    44. Q: THIS FOUR-LETTER WORD GIVES SECOND SCREEN APPS SEX APPEAL

    45. A: DATA

    46. £39.99 “JENNIFER ANISTON’S SWEATER” IS A MYTH

    47. £39.99 “JENNIFER ANISTON’S SWEATER” IS A MYTH •Viewers want to watch TV, not purchase what they see on TV as they are watching

    48. £39.99 “JENNIFER ANISTON’S SWEATER” IS A MYTH •Viewers want to watch TV, not purchase what they see on TV as they are watching •There are too many decisions (size, color, shipping method) to make spontaneous purchases a viable option

    49. THE “AD LOCKER”

    50. THE “AD LOCKER” •All ads and product placements from the show(s) the viewer has watched will be stored in a second screen “ad locker” that the viewer can return to in order to make purchases or learn more about the products and services