32 TVBEurope The Workflow Second nature
Second screens are a natural part of life for an increasing number of viewers and has produced successes as a marketing tool. Following our Second Screen Forum in February, Philip Stevens goes deeper into how second screen technologies are being employed
‘MEDIA-MESHING’— actions that in some way relate to what viewers are watching on TV — is practiced by around a quarter of the UK population. The survey that produced that statistic suggests the figure rises to 44% for young people. The same study showed that 11% use social networks while watching television, while 3% interact directly with programmes via apps. Significantly, second screen has produced some pretty spectacular successes as a marketing tool. However, studies reveal there are still some in the broadcast industry who do not really understand this new level of viewing experience, and the technology is not something that can be ignored. Guido Dukker, founder and partner at Webrangers, an Amsterdam-based cross media agency explains, “The second screen market is developing quickly, and provides broadcasters and producers with access to new revenue. I believe it is now possible to provide viewers with exciting cross media campaigns
Often, there is a lack of awareness of the potential of the web and behaviour of their audience, and ways you can make money on the internet.”
Guido Dukker, founder and partner, Webrangers
that are funded through digital advertising solutions.” Dukker explains how he
creates a second screen campaign. “We watch a test episode of the programme, but then look at it from the audience perspective. That means researching just who is the audience, which personas can be defined, what makes or breaks the programme for these people? This is so important because people use different ways to interact while watching.” Then engagement factors of the programme are considered.
Peter Cowley, CEO, Spirit Digital Media
Does the format include an invitation to engage? Is commenting, liking or voting an action which contributes to the viewing experience? Next, financing. Does it come from the production budget, or does the second screen finance itself? “We decide on the goals —
extra viewers, better ratings, money, enhanced experience. Then, should we make a website, app, Facebook page, YouTube channel, mash-up, or something else? We present producers with a set of designs to bring it alive.
Smart thinking But does the second screen impact on ‘traditional’ viewing habits? “It is clear that audiences’ attention is no longer fully on the main screen,” maintains Peter Cowley, CEO Spirit Digital Media. “In some cases, the second screen is now the TV as audiences focus most attention on digital activities.” With that in mind, will smart TVs be used for both first and second screen viewing? “It depends on the mode of the viewer. If they are in a shared viewing environment, the smart TV will be augmented by other screens, so as not to disturb the main screen activity. If the viewer is on his or her own, I can see the possibility that the smart TV can provide extra content and so replace the second physical screen. My prediction is that mobile and
tablets will provide most of the second screen usage.” Beyond that, will second
screens promote ‘live’ — rather than on demand or time shifted — viewing? “Broadcasters are increasingly keen on ‘live events’ that keep viewers to their schedules, and create a ‘realtime’ social buzz by trending on Twitter and social chatter. The investment in ‘synchronised’ second screen apps helps this objective. It offers potential advertisers two chances of getting the attention, and maybe the engagement, of the viewer.”
Building on success “A second screen campaign is always built on the success of the first screen content or brand,” maintains Kieran Bresnan, managing director EMEA of Massive Interactive, a leader in platform software and design for multiscreen TV everywhere entertainment. “Once you have that then you can start to build the campaign — be it voting on live TV, gaming odds, behind the scenes or bonus content. Your first screen will then form the basis of the campaign to promote the second screen — tied in with a bit of smart PR!” Bresnan says that where a
broadcaster transmits a show with millions of viewers, it will be easier to convert them to second screen adopters. “For example, at the Winter Olympics the BBC used second screen technology for viewers to enjoy every element of
www.tvbeurope.com April 2014
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60