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February 2014 www.tvbeurope.com


TVBEurope 25 Second Screen Forum


What kind of revenue streams does a second screen offer for broadcasters?


Clay: At the moment, the direct revenue opportunities are modest; the second screen is still mainly used as a way of deepening relationships with programmes — be it through promotion or participation. This has a more indirect financial benefit because it makes live TV even more ‘must- watch’, which is good news for advertisers. But there are direct revenue opportunities for the broadcasters, such as investing in second screen apps like Sky taking a stake in Zeebox. Or developing second screen advertising opportunities, such as ITV’s AdSync, which enables advertisers to launch a second screen takeover when its TV ad is broadcast, and giving viewers the ability to click and buy what they see. Denton: Technology being


developed can turn the audience into customers with one click. This result can be devastatingly effective for advertisers and we’re only just at the beginning of where this technology can go. Flynn: When we ran the Bank


Job second screen game across the ad break on Channel 4, there was a real sense that viewers were more focused on the ads because of the game. The most interesting new opportunities will be combining second screen with advertising links to drive transactional revenues. Grant: Once the broadcaster can


get engagement from viewers in its app, there are a number of revenue opportunities. Firstly, delivering companion to TV commercials into the app synchronous with those ads. Secondly, there is advertiser scope in the gamification space (especially good to take on-air sponsorship right into the programme). Lastly, what we are calling ‘temporal’ tags, where the brand can be matched to what’s happening on screen and so delivered to the audience when they are potentially most responsive to the ad message — putting a luxury hotel tag in ShowPal when the action on screen relates to people going away for a break, for example.


Cowley: I have long believed that news and current affairs is a key area for second screen activity. Spirit has announced a deal with C4 News to make it more


interactive and allow the audience at home to ask the questions of the guests. Denton: There is huge commercial opportunity for all


“At the end of the day,


content is king,


but experience is King Kong — that’s why second screen has


immense value” Sonja Missul, Globecast


McDonnell: Value is created


by one or more of the following — driving to registration, sponsorship and advertising, in- app payments for premium content - like Channel 4’s Million Pound Drop app, lead generation or coupons, sharing and increasing visibility of show and sponsor, audiences enjoying themselves more and coming back to the show. Missul: More content means


more opportunities to add advertising — the second screen allows for creative, OTT ways to do this. Second screen applications, thanks to their built in knowledge of the customer base, can target advertisements more efficiently, thus increasing each ad’s value. Second screen applications allow sales to be coupled with live entertainment. Examples are realtime marketing of products seen on-screen: the dress worn by the actress, for example — and sales of additional related content — ‘purchase the behind the scenes clips from this episode!’ Second screen features can improve the knowledge of the customer base. Rose: Second screen brings all the power of the web to TV


advertising — personalised, trackable, clickable, actionable ads. Broadcasters can now use new platforms such as Zeebox SpotSynch to sell web-style interactive ads timed to sync with the beautiful branded ad on TV. Terpstra: Market


research shows that consumers often keep their


eyes on the companion device during commercial breaks, while still remaining attentive to the TV audio. There is a clear opportunity for broadcasters to link their programme-related apps with the airing of commercials. The app for the show can be designed to overlay an ad banner for the brand shown on TV. Marketing agencies can further interact with consumers by offering a coupon or immediate discount upon clicking on the banner. By launching cross-screen experiences, broadcasters and operators can reduce churn and enhance their ad revenues.


Game shows are obvious candidates for second screen involvement, but what about other genres — sports, news, drama etc?


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