20141006 producers guild second screen mitch askenas piksel
DESCRIPTION
Presentation from Mitch Askenas, VP of Commercial, Americas, Piksel, for Producers Guild of America New Media Council East event, 'Television Extended: Producing for the 2nd Screen,' at The New School, Monday, October 6, 2014TRANSCRIPT
State of the Second Screen:
What’s Now and What’s Next?
Mitch Askenas
SVP Commercial, AmericasPiksel
@piksel @maskenas
The Status Quo Is Dead
Cord cutters…
… are becoming cord nevers.
And attention is being diverted from the big screen
To any other screen available
✓
Enter the Second Screen or maybe the First Screen
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© PIKSEL 2014. ALL RIGHTS RESERVED | CONFIDENTIAL Page 4
Channel
4’s (UK)
4Now
Who is Active on Twitter During a Live Show?
21.8%
78.1%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Yes No
Target Audience SurveyIndustry Experts Survey
Are you an active Twitter user during live shows?
Why the next 5 years are crucial
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Number of Devices Are Growing Rapidly
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Stand-alone Apps Are Not Important
15.3%20.5%
44.0%
20.1%
Very
Important
Important Not
Important
Not
Applicable
Target Audience SurveyIndustry Experts Survey
How important is it to users to have access to stand-alone apps for each network or
content owner (e.g., HBO, FOX, NBC)?
What Next?
Many sources of content
Navigating and organizing content
depends on the ecosystem (Apple,
Google etc), OS, device type and
app
Much of this content doesn’t
translate to every screen
Content is king, context is the kings army.
The Future As We See It
• The challenge is finding the right content at
the right time, regardless of which device is
being used
• Imagine a hyper-personalized approach to
content discovery
• Context sensitive ecosystem that gives users to
access all their content through a single portal
on any device
• Content surfaced is relevant to what the user
is doing at the time and what device they are
using
• Modular architecture enables new features
and services to be integrated easily
Piksel Mosaic
Relevant, context
and device
sensitive content
within the Piksel
Mosaic ecosystem
ensures we are able
to deliver increased
understanding
about your viewers
while also
reinforcing and
strengthening the
brand.
