marcom12 presentatie jeroen elfferich - tweede scherm
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Tweede Scherm
Van Innovatie Naar Noodzaak
Jeroen Elfferich@jeroen020
IAB Taskforce Second Screen CEO & Co-founder Ex Machina
How much media does a 25 year old consume
per day?
9 hours
How much time does this take?
6 hours
Second Screen
• In US, 75% use TV & internet simultaneously
• 50% do so every day (Clustalabs)
• 86% of US mobile internet users use their phone while watching TV (Yahoo!Nielsen)
• 30% of total iPad usage is while watching TV
• 72% of under 25’s in the UK comment on programs via social networks (Digital Clarity)
Media Multitaskers
Why?
• Broadband everywhere
• Desirable hardware & intuitive, touch UIs
• The WAF, KAF & FAF
• New ways to share, communicate & compete: social networks & APIs
• We want to be part of a group
Second Screen Usage
• Navigation & Control
• Conversation & Social Aggregation
• Information
• Interaction
Scope
• Everything
• Subject
• Broadcaster/network/channel
• Programme
• Brand?
Stakeholders
• IP owner & Production Company
• Advertiser
• Broadcaster
• TV operator
• TV manufacturer
• Viewer/consumer/user
• Rogue?
Generic
Guidance, Check-in & Aggregation
Broadcaster
Generic + Specific
The 5 M’s of Second Screen
1988
The ‘Henny Huisman Effect’ is a situation where the national phone system grinds to a halt due to a sudden, massive amount of phone calls.
1999 Big Brother: Making headlines worldwideInteractive voting via SMS and IVRToday still broadcast in 32 countries, 320 million viewers
Moment
1 vs 100 (Microsoft Xbox)
Sync
Meaning
Intuitie (RTL4, Fremantle)
(Subtitled Video)
Mass
The Money Drop (Monterosa)
The voice of Holland Thuiscoach
Multi-Platform
Show
aweb
Show
aweb
fb app
iOS
andrd
RTLBroadcast site
Show
aweb
fb app
iOS
andrd
RTLBroadcast site
Show
aweb
fb app
iOS
andrd
RTLBroadcast site
EPGCheck-inSearch
Web app
iOS app
Android app
EPGCheck-inSearch
Broadcast site RTL SBS NPO MTV Disc ...
Show
a b c d e f g h i j k l m n m n oweb
fb app
iOS
Web app
iOS app
Android app
andrd
EPGCheck-inSearch
Broadcast site RTL SBS NPO MTV Disc ...
Show
a b c d e f g h i j k l m n m n oweb
fb app
iOS
Web app
iOS app
Android app
andrd
second screen platform
web app widgetnative fb app
APIs APIs
EPGCheck-inSearch
Broadcast site RTL SBS NPO MTV Disc ...
Show
a b c d e f g h i j k l m n m n oweb
fb app
iOS
Web app
iOS app
Android app
andrd
second screen platform
web app widgetnative fb app
APIs APIs
Monetize
Viggle (FunctionX)
Postcode Loterij Miljoenenjacht
Don’t
• Treat Second Screen as Ceefax/Teletext
• Just check-in
• Gamify the un-gamifiable
• Overdo it
• Let the servers crash
Do
• Synchronize
• Call to action
• Integrate: back & front
• Reward interaction, create feedback loops
• Offer pre & post-show experiences
• Allow the second screen to be the first
Merci@jeroen020