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NexTV Rio 2013 presentation: Multiscreen is a revolution for TV distribution, but what about 2nd screen, this new behaviour of TV viewers who are now using multiple screens at the same time? The attention shift from TV to personal screens is a major disruption for advertisers and capturing the attention of dual screeners on their personal screen becomes a strategic challenge for the whole TV industry
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LEADING THE 2ND SCREEN REVOLUTION
Frederic Arquier
Head of Sales – TV Operators
18 years BtoB experience in entertainment on TV
85+ experts in interactive TV service development
Casual games optimized for TV
HTML5, flash, OpenTV…
UI development on STB, TV & personal screens, from specs to tests
2nd screen enriched TV experiences
smartphones, tablets & PC
For NFL, Sony, Endemol
VISIWARE BACKGROUND
THE YEAR CONNECTED DEVICES OUTNUMBERED HUMANS
2013
DOUBLE REVOLUTION FOR TV
TV IS MOVING OUT VIEWERS ARE LOOKING OUT VIEWERS ARE LOOKING OUT
TV everywhere Companion TV
DOUBLE IMPACT FOR OUR INDUSTRY
MULTISCREEN 2ND SCREEN
A major challenge for the business of TV
distribution
A new territory to conquer for the advertisers
170 Billion EUR
Pay TV
151 Billion EUR
TV Ad
*Source idate, August 2013 TV industry revenues worldwide*
DOUBLE IMPACT FOR OUR INDUSTRY
MULTISCREEN 2ND SCREEN
A major challenge for the business of TV
distribution
A new territory to conquer for the advertisers
*Source idate, August 2013
15 Billion EUR
Pay TV
18 Billion EUR
TV Ad
TV industry revenues LATAM*
source Redbee/Decypher survey sept 2012
86% OF SMARTPHONE OWNERS ARE DUAL SCREENERS
Neil Bedwell - Global Head of Digital for
Coca-Cola
“Connecting to consumers through
second and third screens takes
more than just adding a Twitter
feed. “That’s old thinking – the story
is way bigger on the other [second]
screen.”
Scott Kelly | Head of Digital Marketing,
Ford
“…so when they watch our content on
TV…they are simultaneously engaging on
other devices.”
Source: redbee decypher survey 2012
Play
Buy
Inform
Socialize
WHAT DO DUAL SCREENERS DO ??
Frustration dominates on 2nd screen 81% dual screeners unsatisfied
ARE THEY SATISFIED WITH THIS FRAGMENTED EXPERIENCE ?
DYNAMIC ENRICHMENT • Dynamic EPG info
• Social Integration
• Gamification
• Participation
BUILDING THE TV COMPANION
STATIC INFORMATION • EPG Info
• Discovery
• Editorial
• News
PRACTICAL TOOLS • Zapping to
• Set reminders
• Set Recordings
• Watch on the go
“THIS IS THE PROGRAM”
“THIS IS WHAT YOU CAN DO”
“THIS IS WHAT’S HAPPENING”
THE 4 PILLARS OF DYNAMIC ENRICHMENT
Info Vote Play Share
CUSTOMER CASE : ESPN SYNC
IT ALL STARTED IN 2011
2012 EXPANSION
2013: ACCELERATION
THE 2ND SCREEN REVOLUTION
1,400 shows 25 leading networks
20 countries 30 M. apps
In a market that is just starting….
ADAPTING TO ANY TYPE OF CONTENTS
MONETIZE IT !
AD SPOT ON ANY
CHANNEL SYNCHRONOUS
2ND SCREEN RICH ANIMATION,
GAME, COUPON…
IN ACTION
MONETIZE IT !
• No need to control TV signal
• Seamless for the viewer
• Rich ad format
• On any device
• Call to action
• Targetting and scenarios
• Deployment in Progress
UNIQUE BENEFITS
Advertiser
Broadcasters
TV Adspot
Application
operator
Back office
Client modules
TV Adspot
+ 2nd screen animation
Ingest ad spot & animation
2nd screen ad Synced with
CONCLUSION
Thank you!
