Social TV The rise of dual/multi-screening

Tess Langley@tesslangley

About me

• Social media account manager at O&G

• Internet/social media addict

• Self confessed multi-screener

What is multi screening?The use of multiple devices to carry out tasks:

• Smartphone• Laptop/tablet• TV

Google study into new multi-screen world

Key findings:

• 90% of all media consumption is screen-based

• Context drives device• Smartphones most common

starting point for online activities

• Average 4.4hrs of leisure time in front of screens per day (!)

Source: http://bit.ly/VGGTKd

Google study continued…

• TV no longer commands full attention - consumed simultaneously

• 77% of people used smartphone/laptop/tablet whilst watching TV

• Compulsion. Spontaneous. Almost involuntary?

Sequential or Simultaneous?

Complementary or multitasking?

• TV is a catalyst for search– Product in advert– Hashtag – “What else has that actor been in?”

• Spontaneity• Convenience• Immediacy • Impulse• Social media – share TV viewing with others

Simultaneous multi-screening – complementary activity

The worries of a multi-screener

Social networking multi-screening

• Brandwatch – Is Twitter transforming the way we watch TV? – Twitter conversation during 50 top UK/US TV shows

• Key findings:– 60% Twitter users tweet while watching TV– Less than half TV shows include official hashtag in broadcast– Hashtag included = 63% increase in tweets

Source: http://bit.ly/13S3dk8

Simultaneous multi-screening – complementary activity

Social TVTaking TV viewing from passive to active

• Zeebox– Synchronised with live TV– TV viewing sidekick – Live social mentions– Look up content in programme – Live Zeetags– Change channel

• Shazam ads– Bonus content/music downloads/competitions

• Smart TVs• Google Glass

Finally!

Multi-screening & marketing

• Recapture attention from audience • Huge opportunity for synchronisation• Interactive content

– Relevant to programme – Incentivising – Spontaneity – impulse interaction– Multi-device targeting integrated campaigns – Amplify message

• Enhance TV viewing – Additional information – Advertising – Calls to action

Summary

• Multi-screening = Cultural shift – immediate information gratification

• Recapture attention - companion apps– Content-centric– Additional value– Enhance experience– Interactive– Shareable – amplify message

@tesslangley