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7 Things You Should Know About 2nd Screen Interaction

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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  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

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