The Death of 2nd Screen Viewing?

1 1 Confidential © 2014 Confidential © 2014

JULY 2014

iris social update:

2nd screen viewing is dead + how TV shows are rocking social Plus: Instagram gets clickable, App Ad updates, Facebook toying with emotions?

2 2 Confidential © 2014

contents

Platform Updates: -  Instagram Gets Clickable -  New from Facebook: Conversion Pixel & new App Ad Features -  Facebook’s Secret Study?

Special Update: ‘TV Everywhere’ is the new 2nd-Screen viewing & 5 Ways TV Shows are Piquing Interest through Social


One of the flaws of the platform for those looking to drive conversion was that nothing clicks through – a dead-end in a digital journey. But that is changing. IKEA built a website within Instagram to help promote its PS2014 collection, where clicking through to view a grid of images brings up a variety of tags linked to product info. New tools like Like to Know it are enabling shoppable Instagram posts by making them clickable. An LTK link appears in an image when it has shoppable content, if you like the image, you are then sent an email with more info about the product and where to buy. http://liketoknow.it/#hiw_video

Instagram gets clickable

Photo Credit: TheVerge.com


What is that exactly? A website pixel that allows you to tell which Facebook ads do a better job of driving people that convert on your site (convert can mean what you want: sign up, purchase, etc. – that is determined by where you place the pixel) . Implication: Increased ability to optimize ad content based on what's driving your KPIs. If your brands are running Facebook ad campaigns that click through to a destination off-newsfeed, with a KPI like coupon downloads, email sign ups or online purchases, you should absolutely be using this!

The Facebook conversion pixel

https://www.facebook.com/business/a/online-sales/conversion-tracking


New app ad features: sell virtual goods from ads FB App Ads can now sell virtual goods directly through the ads both in-app and outside the app (via newsfeed or the new, bigger RHS units). This helps developers "better engage their players and turn them into payers” – and is great for re-engaging lapsed players. Previously, you could only do this inside the app. https://developers.facebook.com/blog/post/2014/07/10/desktop-virtual-goods/

NEW: You can buy virtual goods right within

Newsfeed or RHS ads


Facebook's 2012 study that tinkered with the number of positive or negative stories that appeared in people’s News Feeds has caught the attention of the government. Sen. Mark Warner, (D-VA) is "asking the agency to explore the potential ramifications of the study, as well as to consider what types of oversight may be necessary for behavioral studies conducted by social networks." Facebook responded back that they get concerned over legislation that could possibly stifle that sort of creativity and that innovation. Implication: Data and Privacy issues are increasingly in the spotlight, and will continue to be.

In this case we agree with Facebook - Facebook is a for profit company that is not making you use its service, not an American birth-right, although it may seem like it. It's free - with the cost of your data, the knowledge of your behavior, and the ability to study you.

Facebook: Secretly messing with your emotions?


From 2nd screen to tv everywhere: 2nd-Screen Viewing TV Everywhere

Using tablets, PCs or smartphones while also watching TV Streaming TV on a device via apps or devices like AppleTV and Chromecast

Continue conversation with viewers by driving to mobile experiences from TV spots/programming.

Add layers to the experience via mobile content, using targeting and ads within streaming apps.

1 in 5 households are now accessing “TV Everywhere” content - a 24% increase this year. Netflix down in Q2; TV Everywhere products like HBO Go, Watch ESPN are growing even faster then Hulu, YouTube and Netflix

http://bits.blogs.nytimes.com/2014/06/04/report-tv-apps-are-soaring-in-popularity/


We all know the idea of 2nd screen– sitting on your couch watching your favorite show on TV with your mobile in hand to dive deeper into the content, tweet to the stars, etc. But now people are getting rid of the TV altogether. This means downloading apps like HBO Go, Watch ESPN, CNBC or cable company’s own branded apps like Comcast’s Xfinity TV Go, allowing people to simply watch their shows on their phone, tablet or gaming device (this category also includes devices like Roku, Apple TV and Chromecast). So what does this mean for us? How can we re-imagine the 2nd screen experience? How do we create calls to actions and ways to participate when you may be actively watching TV and commercial content on your phone and tablet? How do you get people to participate with social elements, mobile sites, etc. when the person is already on their phone?

*Part of this is credited to people sneaking in games during working hours.

10% of people who watched the World Cup on ESPN, watched

via mobile through ESPN’s app*


90+ new shows launching this summer Five Ways the most clever are using social to snag potential viewers.


1. Tease exclusives to fans

As an official sponsor of Pretty Little Liars, Audi Snapchatted exclusive bonus content from the ABC Family program and the show's stars in real time. Each "snap” connected directly with the scene airing to help foster chatter. With an audience of Millennials, Snapchat made a perfect partner – and the ephemeral nature of the content helped create a sense of urgency for people to be on the look out for it. HBO’s Girls has used Snapchat to keep fans guessing on plot twists, and NBC’s The Voice leaked announced to Snapchat fans ahead of regular audiences, such as the addition of Chris Martin as a coach.

Photo Credit: AdAge


2. unique platform features can help build plot suspense

Hulu was the first brand to test sponsored posts on Whisper, an app that lets users post anonymous messages about their deepest secrets, biggest regrets, and strangest desires, for a new original series about a guy who helps ghosts take care of their nasty unfinished business. They posted things that felt like the kind of anonymous thoughts people post, e.g. ”describe the worst fight you've ever gotten into with a rival," to pique interest in the show. For entertainment brands looking to tease upcoming plot twists or brands with products aligned with the theme, this is a good fit. http://whisper.sh/


3. Bold, branded content

It’s not unusual these days to see high production quality and a level of boldness applied to teaser content, in order to stand out and grab people’s attention. To promote the second season of the Showtime series "Masters of Sex,” the network hired filmmaker Tatia Pilieva ("The Kiss" creator whose video for clothing line Wren went viral and earned 8.5mm views) to create a video clip on YouTube titled “Undress Me.” Seeding teasers on YouTube has proved to be an effective strategy for tune-in to other events and long-form pieces, like during the Superbowl.

https://www.youtube.com/watch?v=pKZa-Kb4Nng


4. Smart media partnerships A number of shows are using smart, contextually relevant partnerships to tease shows among audiences who are likely to be interested. To promote the release of its new series "Satisfaction," a show that deals with modern marriages, USA Network teamed up with Vice Media and HowAboutWe - a dating site – to start a cultural dialogue around the subjects of today’s relationships with the thought–provoking question: of ‘#AreYouSatisfied?’ among the very people who might be pondering this question and thus be interested in the show.


5. Use characters to ‘meet’ new fans Mindy Kaling surprises viewers on Tinder, a clever way to attract potential new viewers with matching interests. To plug Season 4, The Walking Dead, a Zombie show in New Zealand, deployed cute girls to engage with over 500 guys on Tinder, and as their 'relationships' deepened, photos and responses slowly deteriorated, leaving little more than incoherent zombies who rattled off the launch date.


What not to do… “Man vs. Food” star Adam Richman recently a picture of himself on Instagram, bragging about his recent weight loss and using the hashtag #thinspiration. Some commenters criticized Richman for using the term, citing its popularity in the “pro-anorexia” community. This prompted Richman to respond in a series of profane outbursts (including the recommendation that one of his critics commit suicide). The result? His new show, which was scheduled to come out this month, has been postponed indefinitely.


THANKS! Questions? Thoughts? Get in touch! [email protected] Amy Brown, Social Strategy Director Mary Snauffer, Senior Social Strategist Nikki Siegel, Senior Community Manager

Social Media

The Death of 2nd Screen Viewing?