7 things you should know about 2nd screen interaction

7 Things You Need To Know About 2nd Screen Interaction

Alan WolkGlobal Lead Analyst @ KIT digitalOctober 18, 2012

#1

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

A: WATCH IT

Having the TV as background noise is a purposeful decision:

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

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

3 STAGES OF TV VIEWING

DISCOVERY

3 STAGES OF TV VIEWING

DISCOVERY VIEWING

3 STAGES OF TV VIEWING

DISCOVERY VIEWING REVIEWING

3 STAGES OF TV VIEWING

DISCOVERY VIEWING REVIEWING

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

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

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

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

SECOND SCREEN INTERACTIONS ONLY MATTER WHEN WATCHING TV IS OUR PRIMARY FOCUS

TAKEAWAY #1

#2

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

A: FIND SOMETHING TO WATCH

Discovery is the primary use case for second screen apps

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.”

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

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

VIEWERS NEED AN APP THAT LETS THEM CHANGE THE CHANNEL

TAKEAWAY #2

#3

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

A: NO ONE

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

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

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

OUR SOCIAL GRAPHS ARE RANDOM AND RARELY CONSIST OF PEOPLE WHOSE OPINIONS WE CARE ABOUT

TAKEAWAY #3A

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

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

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

TAKEAWAY #3B

TAKEAWAY #3B

TWITTER MAKES NIELSEN LOOK ACCURATE

#4

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

A: TIME SHIFTING

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 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

WHEN THE ANSWER TO “WHAT’S ON” IS “EVERYTHING” AND THE ANSWER TO “WHO’S ON” IS “NO ONE,”

DISCOVERY BECOMES KING

TAKEAWAY #4

#5

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

A: DATA

£39.99

“JENNIFER ANISTON’S SWEATER” IS A MYTH

£39.99

•Viewers want to watch TV, not purchase what they see on TV as they are watching

“JENNIFER ANISTON’S SWEATER” IS A MYTH

£39.99

•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

“JENNIFER ANISTON’S SWEATER” IS A MYTH

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

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

•The experience will feel more like shopping (which is fun) than watching advertising (which is not.)

THE “AD LOCKER”

IT’S THE DATA, NOT THE CHATTER

TAKEAWAY #5

#6

Q:WITHOUT THIS, PREDICTIVE TECHNOLOGY BECOME JUST ANOTHER PARLOR TRICK

A: INTERACTION

Getting at least one level of input from the viewer (e.g. Movie or TV Show, Comedy or Drama) dramatically improves the quality of the recommendation

Getting at least one level of input from the viewer (e.g. Movie or TV Show, Comedy or Drama) dramatically improves the quality of the recommendation

Involving viewers in the decision-making process also gives them a sense of control over the accuracy of the results

TV VIEWING IS TOO RANDOM FOR A PURE SUGGESTION ENGINE

TAKEAWAY #6

#7

Q:WHAT’S THE MOST FRUSTRATING ASPECT OF TODAY’S TV EXPERIENCE?

A: THE INTERFACE

TVs are dumb terminals and the current HDTVs are well-made and well-priced

TVs are dumb terminals and the current HDTVs are well-made and well-priced

Current interfaces were designed for 6 channels; they are being forced to serve 600

TVs are dumb terminals and the current HDTVs are well-made and well-priced

Current interfaces were designed for 6 channels; they are being forced to serve 600

None of today’s advances (VOD, outside data, user preferences) are reflected in the current set of interfaces

TVs are dumb terminals and the current HDTVs are well-made and well-priced

Current interfaces were designed for 6 channels; they are being forced to serve 600

None of today’s advances (VOD, outside data, user preferences) are reflected in the current set of interfaces

Apple is rumored to be devoting their TV efforts to creating a better set-top box

THE NEXT BIG SHAKEUP IN THE TELEVISION INDUSTRY IS GOING TO BE AROUND INTERFACE

TAKEAWAY #7

BONUS

Q:WHAT’S THE LAST THING MVPDS WANT TO TAKE THE LEAD ON?

A: INNOVATION

When no one in an industry is innovating, there’s no incentive to be the first: consumers have nowhere else to go

When no one in an industry is innovating, there’s no incentive to be the first: consumers have nowhere else to go

The TV industry is similar to the pre-iPhone mobile industry: lots of innovations are technically possible, but the major players see no real reason to spend money on introducing them

When no one in an industry is innovating, there’s no incentive to be the first: consumers have nowhere else to go

The TV industry is similar to the pre-iPhone mobile industry: lots of innovations are technically possible, but the major players see no real reason to spend money on introducing them

The iPhone shook up the mobile industry and completely changed the rules. Something similar will happen to the TV industry.

CATCH-UP IS A GAME THAT’S VERY HARD TO WIN

BONUS TAKEAWAY

THERE IS ONE WORD TO REMEMBER

WHEN PLANNING ANY SORT OF

SECOND SCREEN INTERACTION

V I E W E R S

(ALWAYS KEEP THEM IN MIND)

FOR FURTHER DISCUSSION, EMAIL ME: awolk@kitd.com

T H A N K Y O U