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Originally presented at Screen DIgest's Future of Digital Media event in London, this deck is the next salvo from KIT digital's Alan Wolk in his attempt to infuse common sense into the discussion around second screen.
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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)
