understanding social tv / 2nd screen - plinkers, romain drosne

Understanding Social TV& 2nd screen Revolution

Decembre 2013

Romain DROSNE - CEO - @Plinkers

What are we talking about ?

Romain DROSNE - CEO - @Plinkers Decembre 2013

This is not 2nd Screen !


This IS 2nd Screen !


This is not social TV !


This IS Social TV !


Is 2nd Screen a new eldorado ?


Companion ScreenUS market forecasts

Market’s key componentsinclude e-commerce& advertising

$490M

$5,911B

Source : 2ndScreenSociety October 2013

2 deep trends are behind this market!A strong need to renew TV revenues,together with big emerging usages


Why do we need to renew the TV added value ?


Unlinearisation Fragmentation Disintermediation Monetisation

= Strong erosion of historical TV

Leveraging deep trends

We enteredMobile Era

(Tablet, Smartphones, Etc.)

The growingculture of

Impatience

SocialNetworksaddiction

new videoviewer

expectations

= Multitasking(TV oriented)


We entered the mobile era


Penetration of new mediatechnology across the 19

advanced markets (%)

Source : Zenith Optimedia Feb 2013

2011 2015

Time Spent with SmartphonesSource : Experian Marketing Services, June 2013

* 0:49 On Android / 1:15 on iPhone

Email 9%

Games 8%

Other 9%

Talk26%

Text20%

Social Networking15%

Visit website 14%

71,7%9%

13,0%5,5%

2,9%

12,3%

The growing culture of impatience and shifting


The Pew Research Center’s Internet & American Life Project sums up a recent study about people under the age of 35 and the dangers of their hyperconnected lives

with what sounds like a prescription drug warning

“Negative effects include a need for instant gratification and loss of patience“

The slower your page loads the more people run away

0 Sec 4 Sec loading video page 10 Sec

25% abandonned 50%

What Social Network Is Best ?Teen Survey, Piper Jaffray : Fall 2012-2013

45

40

35

30

25

20

15

10

05

0Fall-12 Spring -13 Fall-13

Social Networks take part of our everyday life

89% of the web users

declare to do social networking

Using on average 3 social networks

73% 70% 24% 22%

Everyday

27%of the time onlinein the US is spent

on social networking

Source Experian Marketing Services April 2013Source : Moxie (Publicis) September 2013


53% 26% 9% 10%

generation create efficiency references

billionunique users / month

3rd Most visited website in the world

Source : YouTube October 2013

YouTube : 2min29Dailymotion : 2min59TF1 / Wat : 12min34

Google : 2min23AlloCine : 1min54

FranceTV : 8min56auFeminin : 1min42Orange : 4min12Yahoo : 1min37M6 : 26min21 100Hrs Upload/min


2min 29Average Viewing Duration

YouTube January 2012

4BStreams/Day

Which generates that...

Show: «Dancing With The Stars2013 - 11 - 23 - TF1 - 20:50 - 23:25

250220 Tweets 61413 Accounts involved


5265 /min

So let’s speak about Multitasking


How big is multitasking ? Tablet or smartphone activities

while watching TV


Looked up information in general

Surf on theweb

Visited a socialnetworking site

Look up informations on actors, plotlines, athletes or teams

Read converstaions about the program on social networking site

Watched certains TV programing because of something you read on

a social media siteVote of send comments to live

program

Purchase coupons or deals related to TV program

Write blurbs on the program you are watching

Buy a product/service that is being advertised

76%63%

68%55%

53%52%

49%34%

21%18%

20%13%

15%10%

13%13%

13%9%

13%8%

Source: Nielsen June 2012

Tablet owners who simultaneouslyuse tablets while watching TV

Tablet owners who use tablets whilewatching TV several times a day

Smartphone owners who use smartphones while watching TV several times a day

Smartphone owners who simultaneously use smartphones while watching TV

88%

80%

27%

24%

28%

24%

86%

78%

Focus on Social TVConnecting with

other viewersSeeking

additional information

Interacting with or influencing

content

Wanting to analyse and

discuss content further


Sources : IAB, Nielsen, Hollywood Reporter, TV Guide

Type of shows social media users are likely to post about while watching

Comedy

Real TV

Sports

News

56%

46%

38%

26%62%

of people use social network while watching TV a weekly

basis(+18% vs 2011)

Internet Users who follow social media conversation about

TV while they are watching it

Source : emarketer December 2012

Social media activities performed while watching a program according to US TV Viewers

Looked up information about the show

Email or texted people about the show

Read comments on facebook or twitter about the show

Participated in a poll, game, etc, about the show

Watched a second TV program at the same time

Used an app created for a program to post/read

Used an app created for a TV program in general

Other

None

Source Hub Research «2013 What’s TV Worth?» April 2013

Post comments on facebook or twitter about the show

16-24 65+25-34 35-44 45-54 55-64

60%55%

46%37%

28% 26%

41%

18%

17%

17%

9%

9%

6%

4%

2%

40%

What about Twitter ?


500MAccounts worldwide

But only

40%are really active

According to Nielsen about18/24 years old

+8,5% of Tweets

=

+1% TV audience

+14%=+1% for 35/49

Author

Twitter TV

Viewers

on average

X50

Source: Nielsen Twitter TV Ratings Q2 2013

19M of US Twitter TV Author

+24% vs Q2 2012263M of tweets about US TV

+38% vs Q2 2012

Twitter authors posts about

News and society topics

Personal events

News about stars and people

TV Shows and radio

News about their professional sector

2,3MAccountsin France

The Followers The Intimists The Chatters The Influencers

14%Only read tweets but doesn’t post

anything

36%They read and post but their message target a limited

audience

31%They tweets to their

audience to increase it but don’t expect to influence

twitter

17%They tweet to be

visible and develop the number of their

followers to influence twitterSource: Ipsos 2013 July


TV Ad Time = Mobile Prime Time

69,3%

66,8%

23,2%

23,5%

Source: Vivaki «The Pool» February 2013During TV Commercial

During TV Program

Social TV Strategy value for a TV program...

Sell more & better !


1- Increase the number of viewers

2- Increase the equity of the program

3- Increase the engagement on the program

4- Improve knowledge about your audience/user

5- Define a clear context

6- Increase the time in contact with your audience

Improve quantitative metrics

Associate brand insights to your program

Increase qualitative metrics / loyalty

Optimize advertising investments

Improve message acceptance

Improve the value of your contact (retargeting)

Which business models


Advertising- Usual mobile ad format- Synchronized ad format- Extended experience (“get more about“)- Couponing- Social amplification (Twitter, Zam+...)

Data & Studies- Studies- Social Metrics- Metadata management- Retargeting

e-Commerce- m-Commerce / t-Commerce- Production placement- Product linking- Licencing- Social commerce

Paid Engagement- Paid voting, Quizz etc.- Betting- Freemium

Data is oil !


Which fuel :- Adveritsing opportunities- Revenue preditions- Program content optimizations- Content recommandation- TV grid optimizations- TV program promotion...

BROADCASTERSSave their dominant position and keep on

controling the ecosystem

INTERNET GIANTS

Disrupt the TV market to grab its billon

dollars

PRODUCERSAdapt to current changes

and try to grab opportunities to get

closer with their audience

CONSUMER ELECTRONICS

Enhance the transversality of their hard and software

ecosystem to impose it

NEW COMERSGrab new business

opportunities based on emerging usages poping

up from this deeply changing market

ISPsKeep on controling the end

user and enrich their ecosystem/offer

Understanding the battlefield...


And the winner is...


?

Why ?


We are still here Futur usages are not yet defined

My advice : Ask yourself if it really makes sens to fight on apps and platforms, focus

on your historical job to find your next business models

Disintermediation = Re-intermediation


Editorial Search Algorithm Social

And be courageous to shift the paradigm ?


Integrating a key learning from the last 2 years...

“I don’t care where people engage with our content as long as I can be the curator of that conversation,” said Alexandra Shapiro, which programs 2nd screen content for its original series.

“This is a major change in strategy - 2 years ago I would have said you have to drive people back to the mother ship; desktop, mobile, tablet, wherever it’s supposed to live.

Now I feel like it’s wherever the user wants it.”


Source : http://www.adweek.com/news/television/twitter-killed-all-these-second-screen-apps-152266

Alexandra Shapiro,EVP of marketing and digitalfor USA Network

http://www.adweek.com/news/television/twitter-killed-all-these-second-screen-apps-152266

http://www.adweek.com/news/television/twitter-killed-all-these-second-screen-apps-152266

So, Internet has made you dinosaurs.so change yourself into oil !


Embrace the data eraProduce data, stream data, sell data and leave

platform handle them the way they want


SocialTV or 2nd screen do not really revolutionize TV usages.It enhances & increases already existing user habits.

However it will disrupt the whole value chain and its ecosystem


understanding social tv / 2nd screen - plinkers, romain drosne

Social Media

social tv

romain drosne

social network

watching tv

app created

alexandra

growing culture

tv program