case study: "how leading tv networks are using smart tvs to further engage viewers"

Case Study: Using Smart TVs to Further Engage Viewers

Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG David Preisman, VP, Interactive Television, Showtime NetworksClaudio Marcus, EVP Marketing & Research, Visible World

&TV Sync App

Creative interaction

Active fan engagement

TV Program Remind App

Viewing insights

Program promo effectiveness

Case Study: Using Smart TVs to Further Engage Viewers

LivePlus Adds Interactivity to Linear TV

Smart TVs: Growing Scale & Connections

Usage of Smart TV Services

Smart TVs enable Synchronized Content Delivery

• LivePlus default “on” – Recognizes video content • Matches & identifies show, episode, media time, or AdID • Initiates overlay interactive content from content owner

Applications Using LivePlus

• Synchronous in-show Interactivity• Enhanced advertising• Tune-in reminders• Programmer specific recommendations• Program related VOD• Program related T-Commerce• Show related social media• Analytics and measurement

TV Sync App

Creative interaction

Active fan engagement

Case Study: Using Smart TVs to Further Engage Viewers

Video: SHO Sync Overview

• The first in-program interactive experience for Smart TVs

• Available on 2012 and 2013 LG Smart TVs

• Also available for iPad as a second screen “companion” app

• Engages fans with interactivity for the series they love

• Appeals to a key demographic

• Creates a social experience around television (live voting, social sharing from TV)

• Integrated gamification and rewards can grow loyalty, ratings and subscriber retention

• Nominated for 2013 Primetime Emmy®

Outstanding Interactive Program: The Homeland SHO Sync Experience

Video: Smart TV Examples

• Easy to use• No apps to install• Branded to take on the look

and voice of each program• Rolling out for:- Homeland- Dexter- Ray Donovan- Shameless- Californication- New Series: Masters of Sex

TV Program Remind App

Viewing insights

Program promo effectiveness

Case Study: Using Smart TVs to Further Engage Viewers

TV Program Remind App• Simple consumer value• Drives viewership and

enables data capture• Super easy to implement

Video: Smart TV Program Remind App

Insights for effective program promotion

TV Program Remind App• Closed-loop analysis of

program promo effectiveness• Ample research scale• Easy, timely & cost effective

Insights for effective program promotion

Early insights across campaigns• Recency really does matter

Insights for effective program promotion

Early insights across campaigns• Recency really does matter• Frequency has strong impact

but is hard to achieve in scale

Insights for effective program promotion

Early insights across campaigns• Recency really does matter• Frequency has strong impact

but is hard to achieve in scale• Significant geographic differences

Case Study: Using Smart TVs to Further Engage Viewers

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