second screen meetup first meeting
DESCRIPTION
This was the presentation the kicked off our first Meetup of the Second Screen Vancouver group. It consists of secondary research done around the second screen, as well as a case study from us on our own second screen experience.TRANSCRIPT
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work [at] play
Friday, 7 June, 13
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June 2013
Work at Play is a new kind of studio that brings value to our customers by
extending their product experiences to a mobile and social world. We do this by
creating custom engagement systems that decrease churn and increase long-term
customer value.
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June 2013
In Business for 12 Years
Bringing TV and game experiences to a social and mobile world.
3
Our Clients Include
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June 2013
Tonight’s Agenda
5:30-6:00 – Mingle & Socialize
6:00-6:10 – Second Screen ResearchClaire Moller & Tisha Simpkins, Work at Play
6:10-6:25 – Case Study: The Success and Failure of a Second Screen ProjectDavid Gratton, Work at Play
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6:25-6:50 – Ideation and prioritization of goals for the meetupLorraine Chisholm & Tisha Simpkins, Work at Play
6:50-7:30 – Stick around to discuss plans for Banff and E3
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User Habits
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June 2013
Sequential Usage
6
Simultaneous Usage
Moving from one device to another to accomplish a task.
Using more than one device simultaneously.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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June 20137
Simultaneous activities
60% Emailing44% Internet Browsing42% Social Networking25% Playing a Game23% Searching15% Work Documents9% Watching Video
Top Multi-Screen ActivitiesSequential activities
81% Browsing the Internet72% Social Networking67% Shopping Online63% Searching for Info46% Managing Finances43% Planning a Trip43% Watching an Online Video
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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June 2013
Simultaneous Use
Multi-taskingUsing two devices for unrelated activities (e.g., watching TV and playing a game)
Complementary useUsing two devices for related activities (e.g., watching TV and reading a blog post on that program)
8
22%
78%Multi-taskingComplementary use
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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June 2013
Complementary Use – Device Combinations
40%TV + Tablet
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36% PC/Laptop + Smartphone
35% TV + Smartphone
32% TV + PC/Laptop
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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June 2013
Users Want More Control
They want to be able to watch content on demand (77%) and on any device (56%). And more and more people want to move content from one device to another (50%).
10
Consumers have started to believe that voice is a viable way to interact with technology. 61% say it will have a high impact on them to be able to talk to their devices.
Source: http://econsultancy.com/ca/reports/the-multi-screen-marketer
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TV & the Second Screen
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June 201312
Watching TV
Source: http://techcrunch.com/2012/12/05/nielsen-85-percent-of-tablet-and-smartphone-owners-use-devices-as-second-screen-monthly-40-percent-do-so-daily/
85% of mobile owners use a
tablet or smartphone when watching TV at least once
a month
40% of mobile owners use a tablet or smartphone
when watching TV daily
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June 201313
“"Second Screen was born out of boredom and defined by consumers; they looked to their smartphone or tablet when the TV content was boring them or there was an extended break between programming. The space has focused so much on a synced experience between the TV and mobile device, it has lost sight of these core habits and times of use."
– Jason Ary, Director of Mobile Strategy at Double Encore
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June 2013
Top Multi-screen Behaviours by Program Type
14Source: http://econsultancy.com/ca/reports/the-multi-screen-marketer
Laptop/PC Users Smartphone Users Tablet Users
Going online to email, browse, etc.
Social networking
Show-related searches
Search/shop for products viewed on TV
Live-Feel Reality TV (54%) Sporting Events (70%) Recorded Reality TV (81%)
Sporting Events (47%) Live-Feel Reality TV (63%) Recorded Reality TV (75%)
Live-Feel Reality TV (54%) Live-Feel Reality TV (65%) Independent Drama (69%)
Recorded Reality TV (36%) How-to/Food (48%) Independent Drama (63%)
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June 2013
Second Screen Apps
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All Things to all People
Extending the Smart TV
Broadcaster / Network
Hardware Solutions
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June 2013
Second Screen AppsAll Things to All People•TV Guide (schedule & reminder) •Gamification •Personalized profiles & preferences •Chat (rooms & twitter)•Social sharing •Who's watching what •Monetization (click and buy)
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June 2013
Second Screen Apps
17
Extending the Smart TV•SmartTV / Hardware integration •Video and audio content recognition•Works on any screen•Revenue stream (interactive ads) •Extra content (trivia, IMDB) •Social sharing•Recommendation engine•Remote control capability •Developer focused
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June 2013
Second Screen AppsBroadcaster/Network•Show / network specific •On-demand streaming •Social sharing •Interactive features •Exclusive content •Second screen from conception
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June 2013
Second Screen Apps
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Hardware Solutions•Extends to games & movies •Custom solutions•Social sharing•Partnership exclusives
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Gaming & the Second Screen
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June 201321
““I think that providing people the ability to connect in with the games they love, the content they love, the characters they love, with the community that surrounds that content, is really important. We’re using mobile as a way to enhance our core franchises.”
– Eric Hirshberg, CEO of Activision Publishing
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June 2013
Role of the Second Screen in Gaming
Second screen as a controller
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SmartGlassWii U Playstation Vita
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June 2013
Role of the Second Screen in GamingSecond screen as a companion to core game play
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Core Activities•Prepare for game play•Compare with friends•Challenge and compete
Call of Duty: Elite Mass Effect: Datapad Battlefield: BattlelogNeed for Speed: Autolog
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June 2013
How do companion apps deliver value?
• Builds engagement before and after launch of core game• Offers meaningful benefits to the player in the core game• Extends the story world• Extends game play• Monetization
24Source: http://schedule.sxsw.com/2013/events/event_IAP2421
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A Case Study:Our first foray into TV Second Screen
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June 201326
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June 201327
Multiple Screens=
Split Attention
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June 201328
Lost Advertising Opportunities
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June 201329
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June 201330
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June 201331
What are we sharing and discovering?
We tap into bite sized moments.
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June 201332
Lost Advertising Opportunities
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I’m so sad.
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Didn’t see that coming!
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I hate Simon.Friday, 7 June, 13
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I don’t get it?
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We did it!
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Called it!
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No F%$#!ing way!Friday, 7 June, 13
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June 201340
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June 201342
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June 201343
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June 201344
I Demoed this 1000 times andmy friends got pissed!
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June 201345
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June 201346
Broadcaster
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June 201347
Broadcaster
Media Planner / Buyer
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June 201348
Broadcaster
Media Planner / Buyer
Advertiser
Friday, 7 June, 13
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June 201349
Broadcaster
Media Planner / Buyer
Advertiser
Producer
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June 201350
Broadcaster
Media Planner / Buyer
Advertiser
Producer
Friday, 7 June, 13
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June 201350
Broadcaster
Media Planner / Buyer
Advertiser
Producer
Friday, 7 June, 13
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June 201351
Broadcaster
Media Planner / Buyer
Advertiser
Producer
Broadcaster (IT Team)
Friday, 7 June, 13
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June 201352
Broadcaster
Media Planner / Buyer
Advertiser
Producer
Broadcaster (IT Team)
IP Owner
NO NOT JK ROWLING
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June 201353
Broadcaster
Media Planner / Buyer
Advertiser
Producer
Broadcaster (IT Team)
IP OwnerProject was killed by lead advertiser, who felt the second
screen app would detract from their sponsorship.(I didn’t know they were at the table.)
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June 201354
Friday, 7 June, 13