Disruptive Media There's More to Second Screen Than you Might Think

Yangbin Wang

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Consumers Already Using 2nd Screen

87% of Viewers Using 2nd Screen While Watching TV

Shopping

Information Searching

Social Networking

Messaging/Texting

Internet Browsing

Viewers Simultaneously Using

Smartphones and/or Tablets

Source: Confused.com; 2013

3 Source: Neilsen, comScore, and NewMedia TrendWatch; 2012

20%

Households

reporting

tablet

ownership

50%

Consumers purchasing

smartphones over feature

phones

Trends Shattering the landscape

87%

Viewers already using a 2nd

device while watching TV

Technologies Accelerating the 2nd Screen Trend:

Smartphone Proliferation

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1.5 million iPhones

sold in 2007

Smartphone sales surpassed

1 billion by Q3 2012

Source: Apple and Strategy Analytics; 2012

More than a 6000%

increase in only 5 years!

Wired

Wireless

DSL

Cable

EDGE GPRS

4G/LTE

1 Gbps

Technologies Accelerating the 2nd Screen Trend:

Faster Home Internet Speeds

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Dial-up

FTTH

2013

3G

Technologies Accelerating the 2nd Screen Trend:

“Smart” Televisions

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• Connected to the Internet

• Focus on interactive media

• Deliver OTT content

• Offer access to software applications

New Accelerating Technology:

Automatic Content Recognition (ACR)

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• Connected devices can be

synchronized to content on the

primary screen

• Synchronized devices enable

enhanced viewing experiences

and new distribution channels

• Synchronized audiences

are more measurable

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Market Size Growing Rapidly

Source: 2nd Screen Socity; 2012

$490 million

in 2012

$5.9 billion

projected by 2017

More than a 1000%

increase projected

Synchronization Challenge

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1. Initial Setup

2. Select Provider

3. Scroll to Self-Select Program

4. Keep Scrolling . . .

5. Refine by Genre

6. Make Selection

7. View Content Page

Use Case:

Commerce

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• Launch 2nd Screen

• Auto sync with ACR

• Recommend relevant

products

Use Case:

Related Information

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• Launch 2nd Screen

• Auto sync with ACR

• Display information like

additional footage or

related topics

Sharing Happening on 2nd Screen:

Made Easier with ACR

• 17% of TV viewers share something about programs they watch (37% age 18-24)

• Recent survey respondents reported: – 71% had seen social

impressions about TV shows

– 27% had watched more live TV to avoid spoilers

– 17% had started watching a new show because of social media buzz

12 Source: mobovivo and Confused.com; 2012

ACR Enabling Technologies:

Watermarking

• A watermark can be perceptible in

normal viewing conditions, like the

faint images on this bill

• Or imperceptible, detectible only

under certain conditions or

functions

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ACR Enabling Technologies:

Watermarking

• Watermarking is the process of embedding an identifier

(a watermark) inside the media content

• Watermarks alter the media content, typically its visual

appearance or bit stream

• During consumer playback, a watermark can be

extracted or detected to verify the media content

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ACR Enabling Technologies:

Watermarking Lifecycle

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Embedding

Function

Signal

Watermark

Result Modification

(compressed,

cropped, noise

added …)

Watermark

Detection/Ext

raction

Embed

by content owners

Detect Distribute

ACR Enabling Technologies:

Fingerprinting

• A fingerprint is extracted from the media itself, without the

need to alter the original file in any way

• A digital fingerprint is a compact representation of the media

• Identification systems rely on real-time comparisons of

“unknown” fingerprints with “known” fingerprints

Fingerprint

Extraction

Fingerprint

Extraction

Searching

Module

Image/video

Fingerprint Matching

result(s)

Query

Fingerprint Database

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ACR Enabling Technologies:

Fingerprinting, Sample Extraction

30 160 220 190

45 170 190 183

130 150 120 175

60 84 70 140

1 10 16 14

2 11 15 13

7 9 6 12

3 5 4 8

Divide media into blocks, compute

average luminance of each block

Rank the average luminance

values

Fingerprint represented in a simple number sequence:

1 10 16 14 2 11 15 13 7 9 6 12 3 5 4 8 17

ACR Enabling Technologies:

Fingerprinting, Summary of Properties

• Robust

– Remains largely invariant under processing and manipulations;

watermarking can be more fragile

• Discriminating

– By definition, different media have unique fingerprints

• Compact

– Small size

• Low complexity

– Fingerprints can be generated quickly downstream from production

• Efficient search

– Extracted fingerprints can be quickly matched against large

databases 18

ACR Implementation

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Challenges for Broadcasters

• Distracted viewers might reduce premium companies’ willing

to pay for traditional TV ads

• Broadcasters need to find the right 2nd screen interactivity that

is relevant and useful for viewers

• The technology between the TV and the mobile device needs

to work flawlessly and simply for user adoption

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Opportunities for Broadcasters

• New ways to increase engagement and retain audiences

• New technologies provide new and exciting user experiences

• New ways to measure and understand audience

• New revenue sources may result

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Vobile Quick Facts

• Founded in 2005; Headquartered in Santa Clara – Global offices: USA, China, Singapore, Japan – Total nearly 200 employees

• Solid revenue growth, consecutive quarters of profitability – Strong support from angel, venture capital, strategic investors

• Core technologies and business model – Automatic Content Recognition & Visual Search

– Six issued patents in USA, Japan, China

– SaaS + PaaS: Content Protection Platform Enabler

• Global technology leadership awards – Consistently rated as “Best in Industry” by MPAA, Frost & Sullivan, …

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Proven Technology

東京放送

About Vobile’s VDNA™ Technology

• Our best-of-breed fingerprinting technology creates unique audiovisual reference points, allowing content to be identified in real-time by either sound or image

• The Vobile API synchronizes second screen devices with live television, movies, and music

• Our ACR technology also works for off-line media like print ads or billboards

• Once devices are synchronized using our API, the possibilities are endless for delivering enhanced contextual viewing experiences

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ACR Demo

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Summary

• 2nd screen market here to stay and growing quickly

• Foundational technologies well established

• ACR opens greater possibilities

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Thank You!

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