34 TVBEurope The Workflow
upcoming Shazamable ad. Thinkbox has used this technique itself with its Harvey and Rabbit TV campaign.”
In 2012, ITV launched its Ad
Sync format, which allows viewers to interact via a second screen with a brand and to explore more about the advertisers’ products or services. One highly successful second screen campaign involved supermarket retailer, ASDA. Here, users were invited to build their own snowman, with an array of buttons, hats, scarves and noses from which to choose. When their snowman was complete, users were asked to share their creation on social media and enter a competition for a chance to win a £500 shop. The creative achieved engagement rates of over 54%, with 20% clicking through to ASDA’s site. Over 36,000 snowmen were created and 14% of these creations were shared on social media.
The fashion factor “We started thinking about second screen in mid 2012,” explains Stephen Grant, director of online of Ireland’s TV3
Group and head of ShowPal. “TV was generating a significant amount of online action, but that activity was going to third parties, such as Twitter, Google and IMDb. We, as a broadcaster, wanted to repatriate this online activity within a controlled environment. This led us to partnering with app development company, Axonista, and jointly developing ShowPal which launched in October 2013.” This app uses ACR to
determine the point in the
broadcast being viewed. It then sends pre-created links for complementary information to the second screen — synched to what’s being broadcast. It also has a Twitter plug-in pre- populated with the #hashtag for the show and a flexible HTML5 space for polls, quizzes, and so on. Grant says that TV3 saw
ShowPal as a way to develop deeper relationships with its viewers, and keep them engaged with content. “As a commercial broadcaster, we also saw it as an opportunity to link what was happening on-screen — both within and outside of ad breaks — to advertisers, making it easier for viewers to act on what they saw on screen.” And there have been some
Stephen Grant, director of online, TV3 Group and head of ShowPal
notable successes. Online retailer Littlewoods is the sponsor of X Factor on TV3, and what the judges are wearing is a big influencer of fashion trends. During the programme, Littlewoods’ staff identify what Nicole Scherzinger is wearing and locate a similar outfit on the retailer’s website. The details are
www.tvbeurope.com April 2014
TV3 have begun building two-screen show formats using the ShowPal app
communicated to the ShowPal team who drop a tag into the app that reads ‘Want to get Nicole’s look? — click here’. “Our viewers love this as
they want to get Nicole’s ‘look’ — and Littlewoods is deepening its sponsorship and driving immediate sales from what’s happening on screen,” states Grant. That’s today, but what about the future? Grant states, “We are constantly working to improve the viewers’ second screen
experience with ShowPal. TV3 is looking to work with other broadcasters and offering ShowPal as a second screen solution. We are also building two-screen show formats using the ShowPal platform and we are exploring bespoke advertiser- specific variants.”
www.civolution.com www.massiveInteractive.com www.spiritdigital.co.uk www.thinkbox.tv www.tv3.ie www.webrangers.nl
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