Social TV Week in Review: The Second Screen – Another Challenge or a New Opportunity?Posted: July 2, 2012 | |
It’s no secret how dependent we’ve become on our computers, phones and tablets. Therefore it should not surprise anyone that we bring these devices into the living room to play and work on while watching TV. This behavior will become more commonplace as devices continue to permeate our lives. Nielsen reports that in just the last year, “smartphone penetration has gone up 34 percent, tablet adoption is up 400 percent”.
The ‘second screen’ (a name bestowed upon any device once it occupies the same room as the TV), has captured the attention of networks and advertisers. According to Videonet, “ITV, the UK’s leading commercial broadcaster, is excited by the potential impact of second screen programme experiences”. Peter Scott of Turner Sports New Media claims, “Advertisers drive us to make a commitment to the second screen”.
So why the excitement? The second screen offers a powerful new medium for delivering content and engaging consumers. In theory, tracking people’s preferences through the Internet and the social graph is now possible on the second screen. This opens the door for greater personalization, or tailoring content to individual consumers. Second screen apps, can offer more targeted, less intrusive ads and even recommend content.
A new study from Thinkbox is one of many seeking to understand the consumer’s second screen behavior. Thinkbox found that additional screens in the living room keep viewers around during ad breaks, encourage more TV watching and do not affect ad recognition. Not all research has been as upbeat.
An NPD study revealed, “70 percent of survey respondents say they’ve watched TV on a device other than a TV”. Although some may use devices to enhance their TV viewing, others are using their devices to replace the first screen entirely. Ashley Swartz, principal of the New York-based consultancy Furious Minds, believes fragmentation across the second screen is a fundamental threat to content owners (See article below).
Tracking ROI from the second screen is another cause for concern. Tammy Franklin, SVP of affiliate sales and new media distribution at Scripps, believes that second screen TV apps today focus on discovery and engagement more so than on advertising revenue. At the 2nd Screen Summit in New York, John Douglas, of digital advertising delivery company DG, explained that second screen campaigns are difficult to compare against traditional ones.
The million-dollar question is, will the second screen provide additive value or will it become a distraction? The answer lies in how networks and advertisers are able to innovate and leverage the second screen.
As always, you can find more on all the Social TV News below (The top 100 advertisers increase spending in unmeasured media, Google lumbers into the TV market and more stories…)
Using a second screen while watching TV encourages more TV viewing and gives people more exposure to – and the opportunity to respond to – TV ads, a new study has revealed. ‘Screen Life: The View from the Sofa’ is a new study carried out for Thinkbox by COG Research and designed to help the advertising community understand the context of multi-screening (watching TV and simultaneously using an internet-connected device such as a laptop, smartphone or tablet)… Multi-screening keeps viewers present for ad breaks…Multi-screening encourages more TV viewing… Multi-screening does not affect ad recognition
Viewers Show Interest in TV On Mobile Devices via Broadcasting and Cable Magazine
The TV Everywhere push by cable networks is matched by increased demand by consumers to watch programming on smartphones and tablets.
Opinion: Broadcast Regulations and Connected TV via AppMarket.tv
Second screen engagement (1st screen for Bill and Mark) via smart phones and tablets is growing leaps and bounds and there’s more and more happening in terms of multiplatform engagement with shows, discovery, sharing, commerce and community moving to the smaller screen. Can government regulate that screen without restricting our Internet rights? No
Second-Screen TV Apps Drive Engagement, Not Necessarily Hard Dollars via Multichannel News
Smartphone or tablet apps that are tied in to a cable TV show are definitely about “discovery and engagement” — and not advertising revenue today, said Tammy Franklin, senior vice president of affiliate sales and new media distribution, Scripps Networks Interactive. “We’re looking to broaden and deepen that engagement through second-screen experiences,”
it was clear that while there may be no single formula to producing a successful (i.e. revenue-generating) second screen experience, best practices are emerging among television networks, movie studios, and other content companies seeking to capitalize on the trend… “Advertisers drive us to make a commitment to the second screen,” says Peter Scott of Turner Sports New Media. While many executives agreed with Scott’s position, others, like John Douglas of digital advertising delivery company DG, noted that the results of an advertiser’s second screen campaign are still difficult to compare against campaigns on other media.
Media Leaders Discuss the Consumer Shift to Cross-Platform via Nielsenwire
Steve Hasker, kicked off a panel by sharing Nielsen’s latest insights on how audiences are using multiple screens and devices. Rapid consumer adoption is driving a shift to digital, mobile, and on-demand options. In just the last 12 months, smartphone penetration has gone up 34 percent, tablet adoption is up 400 percent, and Internet connected TV is up 25 percent… These increases create both challenges and opportunities for the marketing and media community. Hasker talked about Nielsen’s Cross-Platform Ratings.. John Spadaro, SVP, Managing Director Research, Zenith, a strategic media planning and buying agency, said his clients are focused on finding the right place to find the right consumer.
Dual Screen Viewing on the Rise among Brazilian Internet Users via The Next Web
43% of Brazilian Internet users browse the Web while watching TV, the research firm IBOPE Nielsen Online revealed in its Social TV report. In other words, the dual-screen viewing trend we note in other markets such as the US is also growing in Brazil.
NPD Study: TV Watching on Tablets has more than Doubled via paidContent,
Surveying around 14,000 TV owners worldwide, NPD found that 10 percent of consumers reported using their iPad or Android-based tablet to watch video, up from 4 percent a year ago… Overall, NPD adds, 70 percent of survey respondents say they’ve watched TV on a device other than a TV.
ITV excited by second screen prospects via Videonet
ITV, the UK’s leading commercial broadcaster, is excited by the potential impact of second screen programme experiences… “In terms of opportunities, the reason why second screen is interesting is because it gives access to broadcast scale audiences, not Internet scale audiences, and generates broadcast dwell time and not quick Internet-style visits, so that is monetizable surely. The rest, we have to work through.”
E-TV in the Age of Personalization via KIT Digital
What’s far more likely is a second screen experience that allows viewers to go back after the show is over and shop the product placement goods along with the advertised ones. This is a much more natural experience… the most exciting development of the convergence of television and the internet is the ability to finally measure exactly who is watching. Not just which household, but who in the household, when, where and on what device… With personalization, we may actually start to find advertising useful, as opposed to intrusive.
Future of Second Screen is Problematic via Beet.TV
The outlook for a viable business around the so-called “second-screen,” an app or program running on a tablet or notebook while watching television, is troubled by a highly fragmented technology landscape, the powerful control of content owners, the emergence of “TV Everywhere” and the anticipated “game changer” or automatic content recognition, ACR, says Ashley Swartz, principal of the New York-based consultancy Furious Minds.
The nation’s 100 biggest advertisers boosted 2011 total U.S. ad spending by 4.8%. But you wouldn’t know spending was on the rise if you looked only at last year’s measured media…So where’s the money going? Into unmeasured disciplines—a vast pool that includes various digital plays (search marketing, online video and some forms of social media), promotion and direct marketing. The appeal is clear: Marketers are putting money into disciplines that directly connect them with targeted consumers…Publicis Groupe’s ZenithOptimedia expects the internet to surpass newspapers this year as the nation’s second-largest advertising medium, behind TV… The top 100 U.S. advertisers in 2010 increased unmeasured spending by 12.6% and measured spending by 6.3%, resulting in an 8.8% rebound in total ad spending.
Long Live Linear: Social TV And Participatory Television via Never.no Blog
It’s not a matter of whether or not linear TV is dying. It’s a matter of whether linear TV has the potential to evolve. Linear TV cannot die if we can find new ways to extend and grow it’s appeal in the interactive world in which we find ourselves. In fact I think we may be entering a new golden age of linear television if we go about it’s development in the right manner.
The Social Network: Ecosystem vs. Egosystem via Brian Solis
The true promise of Twitter is revealed not in the size of our social graph, but instead how we influence digital culture shaped by tweets, responses, retweets, trending topics, and the evolving patterns of connectivity we explore as both individuals and as denizens of a global community. Eventually, what happens on Twitter will influence behavior offline as well… Brands seeking reach, presence, and connectivity must look beyond popularity and focus on aligning with the influential beacons who serve as the hubs for contextual networks or nicheworks.
News Corp.’s Chief Digital Officer Jon Miller summed up his view of the future of TV by saying that “TV is an app.” Jon believes that watching programs will become “screen agnostic” with consumers expecting consistency in experience and choices…He also doesn’t envision an a la carte future any time soon. Although consumers say they value lots of choices, Jon points to examples where this actually leads to consumer fatigue…
Research and Markets: Digital Media – IPTV and Smart TV Insights via Virtual-Strategy Magazine
In 2012 there are around 55 million IPTV subscribers worldwide and the market grew by around 30% between 2010/2011… The inevitable overtaking of DVD by streaming and digital download as the primary way in which households enjoy movies and TV will play out over the next decade as more and more consumers IP-enable their lounge rooms and as Hollywood makes more content available digitally
…digital media, social or otherwise could very much destroy physical objects but that it does open up and add to that push for communication between product and consumer. Television just happens to be one example of how social media furthers that interaction
Brightcove announced that its App Cloud platform will create a toolkit to focus on helping media companies create dual-screen apps: programs which use the iPhone or iPad as a remote control while streaming HD video to television sets through an Apple TV.
Shishir Mehrotra announced Video Creation Marketplace, a platform that will connect content creators on YouTube with marketers or agencies looking for viral buzz… The idea is to create a more formal revenue stream for the long tail of YouTube creators… The marketplace platform will allow partners to set up profiles indicating what they do, their past successes and the demographics or types of brands they are best suited for. Advertisers or agencies will be able to search by parameters, such as content type, target demo and keywords, to find the right YouTube star for their campaign.
Google to Talk Tablets, TV, Social, and More via mother nature network via Mother Nature Network
…the objective behind the workshops, talks, and parties will be to assure software savants that it is worth devoting time and energy to “apps” that shine on stages such as Android, Chrome, YouTube, Google TV and Google+ social network…Google has sessions at I/O devoted to its social network and its Google TV platform for streaming Internet content to home entertainment centers.
Google said it’s bringing TV, movies, and magazine purchases to Google Play. (Previously, movies have been available for rental only). Google inked new deals with Disney, ABC, NBC Universal, Sony Pictures, and Paramount to ensure that Google Play is a growing iTunes competitor.
Google Play comes to Google TV via Cnet
Google’s online app market for Android apps, movies, music, and books is coming to Google TV … On Wednesday the company announced it would be adding TV content to the lineup of content it now offers via Google Play… People will be able to purchase episodes of TV shows or buy the entire season and play it on a variety of Android devices, including smartphones and tablets. And now people with devices that sport Google TV will able to access Google Play content on their big screen TVs too.
Google’s TV Strategy Is Doomed via TechCrunch
To be clear, I’ve been a fairly accepting user of GTV for a while – it was once my go-to smart TV solution, after the Boxee Box – but it’s clear that Google can gain no foothold in the treacherous world of set-top boxes. Here are a few reasons why. First, television broadcasters don’t want to work with anyone who aims to make money off their content… Second, no one is sure what a smart TV is supposed to be, but GTV isn’t it.
HBO And Microsoft: The Changing Landscape of Online Video via Nielsen Wire
“When the Xbox launched, streaming video was still new,” he noted. Over time they’ve added more sources of online video – at least 60 online streaming apps available in multiple markets around the world. Westlake said consumers spend more time watching video through their Xbox than time spent playing games. “Although,” Westlake added, “98% of viewing still takes place on something called TV.”
Shazam to ply 2nd-screen app to NBCU’s Olympics coverage via paidContent
After partnering on the Super Bowl in February, second-screen app maker Shazam and NBCUniversal will extend the social TV experience to next month’s London Olympics.
Shazam Partners with NBC to Take on the Olympics via Mashable Entertainment
Shazam CEO Andrew Fisher says this initiative “marks an exciting milestone for Shazam for TV” and the company is excited to give viewers “an even more engaging and interactive social experience.”
WILL TWITTER’S PLAN TO OWN THE EURO 2012 CONVERSATION PAY OFF? via Red Bee Media
Twitter’s claim that activity on its network “mirrors the roar of the crowd” seems to be fairly accurate… By filtering out meaningless content, Twitter is creating a far more focused experience. And that could be very appealing for brands that want to own the conversation on our second and third screens… the relative blank canvas presents a fascinating opportunity for broadcasters, brands and sponsors to break new creative ground.
Twitter’s Move To TV Could Face Overload Challenges via MediaPost
But the interaction between viewers and TV content presents another dynamic that makes the big screen more relevant to marketers.
Australian TV Gambles on Interactive Apps via Business Spectator
Television is being buffeted by waves of technological change as well, and without action it could end up in a similar predicament to its print counterpart… In effect, the average TV consumer is evolving into a professional advertising evader – if they’re not watching their favourite shows online, they’re recording them and watching them later to escape the ads.
Zeebox set to put zee bomb under Oz Broadcasters via The Register
Anthony Rose, the brains behind the BBC’s iPlayer and former Kazaa CTO, is preparing to launch his social TV platform Zeebox in Australia.
Viggle Inc., and Verizon Wireless today announced that Viggle(SM), the popular rewards-based loyalty program for television, is now available to Verizon Wireless customers with Android™ devices.
SecondScreen Networks Partners with Webrangers via TVNewsCheck.com
SecondScreen Networks, a New York-based social TV company that allows TV broadcast ads to sync in real time with websites and mobile devices, is partnering with Webrangers, an Amsterdam-based social TV company offering second screen and social media engagement solutions for the European television industry…This strategic partnership, SecondScreen’s first in Europe, will let TV producers and networks use synchronized advertising solutions to complement their websites and second screen offerings.
Social TV startup Peel is at the Google I/O developers conference today, showing off an upcoming Google TV integration called AllPlay TV.
Bravo’s Andy Cohen: Research Is Our Cocaine via Ad Age
In an age where fewer and fewer people are tuning into TV live, Mr. Cohen has hordes of viewers doing just that on a nightly basis, with his interactive program.
How NBC Sports is Preparing for the Most Social Olympics Ever via Lost Remote
The NBC Sports social TV strategy doesn’t have a start or end date. It is one part of our overarching storytelling strategy – more than a strategy; it’s a way of bringing people closer to our properties and events, including the Olympics.
How the TV screen became the second screen for MTV’s OMAs via LostRemote
For a TV network trying to really innovate in digital, they’ve smartly made the main, traditional linear screen, the second screen. Throughout the 24-hours, broadcasts across their channels will give updates from the road, but the main action will be via the lives stream
An inside look at The CW’s social TV strategy via LostRemote
…the network has also begun giving their young viewers a better reason not to download content illegally. They’re deal with Hulu has allowed their shows to show up, legally only soon after they’ve aired.
Local 4 channel going interactive with social media community via The News-Herald
One of the unique aspects of the Tweet Team’s work with Local 4 is to make what used to be a passive experience – watching the fireworks on television – a richer, deeper, more interactive experience.
Cutting edge tech to feed your TV habit via USA Today
CanIStream.It is a great service that lets you quickly find an online stream of your favorite movies as well as sources for e-rentals, digital purchases and of course venues to procure the old-fashioned DVD or Blu-ray.