second screen social media week copenhagen
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SECOND SCREEN
Jacob Holst Mouritzen / @JacobMouritzen
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1ST SCREEN
2ND SCREEN
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2ND SCREEN
1ST SCREEN
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IS THE INTERNET KILLING TV?
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The internet isn’t killing of TV. Instead it’s enhancing it! –Mike Proulx
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Source: Nielsen Ratings
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BUT WHAT ABOUT DENMARK?
DK tweets, time of day
0
500000
1000000
1500000
2000000
2500000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Original Tweets
Retweets
Sum
#SMWhashtags
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000 1
9
1
7
25
3
3
41
4
9
57
6
5
73
8
1
89
9
7
10
5
11
3
12
1
12
9
13
7
14
5
15
3
16
1
16
9
17
7
18
5
19
3
20
1
20
9
21
7
22
5
23
3
24
1
24
9
25
7
26
5
27
3
28
1
28
9
29
7
30
5
31
3
32
1
32
9
33
7
34
5
35
3
Originale
Retweets
Massive spike from MTV
#MTVhottest
#SMWhashtags
0
200
400
600
800
1000
1200
1400
1
9
17
2
5
33
4
1
49
5
7
65
7
3
81
8
9
97
1
05
1
13
1
21
1
29
1
37
1
45
1
53
1
61
1
69
1
77
1
85
1
93
2
01
2
09
2
17
2
25
2
33
2
41
2
49
2
57
2
65
2
73
2
81
2
89
2
97
3
05
3
13
3
21
3
29
3
37
3
45
3
53
Hashtag frekvens - #sldk
#SMWhashtags
But Twitter only has 250.000 users in Denmark – That doesn’t create tune-in?
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FACEBOOK: 3.2 MILLION
TWITTER: 250.000 USERS
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Use of the hashtag #oldr3 (7998) (2919 tweets)
0
1000
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6000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87
Hashtags from - #xfactordk
#SMWhashtags
#XFACTORDK
Brought to you by @TineSchjoedt
#XFACTORDK
Tal fra Overskrift.dk, 2013
#SUPERFAN
#LOL #YOLO
#NEJTAK
#UNGMEDDEUNGE
#LIVEDELTAGERNE
#ANYQUESTIONS?
“DADDY IS IT TRUE THAT
NOT EVERYBODY
OWNS A PHONE”
“DADDY IS IT TRUE THAT
NOT EVERYBODY
OWNS A PHONE?”
AGENDA
Nickelodeon background & values
Multiscreen use & kids
Cases & examples of multiscreen strategy
CURIOUS…
We are CORE VALUES
HEART FART SMART
FOCUS GROUPS
KIDS & PARENTS
.
RESEARCH
WHERE THE
KIDS ARE
We are
BEING CONNECTED SIMPLY IS
As much a part of everyday life as
eating and sleeping
2/3
*The Next Normal Q29 – how much do you agree or disagree with the following statements? / Q13 – please rate how well you believe each word or phrase describes you personally? Base: total young millennials globally – 32 countries (9-14)
*Orvesto Jr/ ”Do you own a smartphone?”
%
DEVICE USAGE OVERLAPS WITH EACH OTHER
5%
10%
20%
55%
10% 8%
6%
20%
59%
7% 6% 4%
27%
59%
4%
0%
10%
20%
30%
40%
50%
60%
70%
06.00-08.00 08.00-10.00 10.00-16.00 16.00-22.00 22.00-06.00
APPS TV ONLINE
Kids 4-12/Omniture/Advantedge/A7 What are the preferred times for your child/children to use apps? Base: All whose children use apps (623) All whose family use apps (599)
66% Contain educational elements
53% Make life easier
37% Taking on the role of kids websites
31% Taking on the role of the internet
29% Taking on the role of the TV
36% Excuse to spend time together
10% Taking on the role of the babysitter
ROLE OF APPS IN THE FAMILY
A1 Apps are becoming more and more popular these days and many people use them regularly for a variety of reasons. Can you tell us what role apps play in your family?
%
A6: And why do you use apps with your child/children as a family activity?
Bamse f**** Lillesku< in the ass
MAIN CONCERNS OF PARENTS
Små ungar och medier 2013
“Create a unified experience, where
each platform product is a
companion to another”
Sneak Preview
Results
%
Before After
%
PROMOTE
ENGAGE
MITSUBISHI
INTERACT
MITSUBISHI
We are NICKTIPS
TVSPOT ONLINE EDITORIAL
Regular 30 sek. TV campaign Regular banner campaign
Nick Tips - TV Product review, shown among other Nickelodeon programs Nick Tips - Micro site, product info, review and competition
We are NICKTIPS
REVIEW COMPETITON
EDITORIAL SECTION
Percieved as original vs similar product ads
Increased recall
Multiple touch points increases likeability
EFFECT OF MULTISCREEN
Online survey with client results are confidential
...AND IT IS WORKING
8,6 8,9 8,6
6,7
9,6 10,0 9,7
7,8
0,0
2,0
4,0
6,0
8,0
10,0
12,0
Q1 Q2 Q3 Q4
Serie1 Serie2
43.362 50.263
70.966 82.019
99.002
86.777
111.696
140.739
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
Q1 Q2 Q3 Q4
Serie1 Serie2
TV ONLINE
Advantedge/Omniture
2013 2014 2013 2014
CONCLUSIONS
Connectivity simply is
Double-edged sword
Less of the same
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