At the end of the day, while we are all trying to create a more engaging experience for the consumer to capitalize on this new behavior that has been created by the ubiquity of smart phone and tablet presence with consumers, we are all employed to generate revenue (and profit)
Here's a brief primer on where revenue generation is heading in 2nd Screen: 1. Sponsorship. The most common way for brands to experiment in this space is to sponsor an experience. The approach allows a brand to gain front and center attention during an experience, but does not provide flexibility to the app publisher and becomes a very expensive model once there is large distribution available. 2. Display ads. Already being sold in at relatively low CPMs, major networks are pushing to sell synchronized ads at a 5-10% uplift. With the classic CPM price of $30, that is a $3 increase for the TV network and a significant engagement opportunity for the brand itself. 3. Interactive ads. The beauty of display ads on the second screen is the ability for them to generate interaction and thus we expect this revenue stream to move quickly into the CPC (cost per click) approach. With the average value of a click on the internet at roughly $0.50 and the average cost of a click on Twitter at $1.00, you would only need to generate 0.5% click thru (classic web CTR) at $0.75 per click to generate more than a 10% uplift on the $30 CPM above ($3.75 for the 5 clicks generated by 1000 viewers). 4. M-Commerce. FX Networks Sons of Anarchy app (published by Magic Ruby) is an app we often refer to in this space where products ranging from $10 - $500 appear on the screen as a synchronized experience with an easy UI to drop items in your shopping cart and then to check-out after the show, but we expect Amazon and Ebay to be the big winners in this space. Already you are seeing many apps take the affiliate fee approach (ConnecTV) to generate 5-8% of the value of the goods in revenue while. 5. Syndicated Content. Sports has paved the way for many technologies in the living room and is certainly leading the way forward in monetization. MLB sells a “2nd Screen Only” experience (audio, stats, graphics) for $20 a season and offers a converged experience with live streaming video for $125 a season. 6. App revenue. In Europe, Formula 1 turned out an app that allows you to see the telemetry of your favor racers, see his virtual dashboard, and watch live streams in a converged experience—and consumers pay 20 pound sterling for the pleasure of installing it on their iPad. 7. Video ads. Perhaps the biggest and most underutilized opportunity in the second screen market place today is the pre-roll video ad. If you watched March Madness with the app of the same name, you constantly saw several Capitol One ads as 10 second pre-rolls to the content. Until recently, this space was handicapped by technology, requiring client side SDK to be able to tell the server how many streams have been viewed, did the video stream complete, etc. Advances in this space look promising, with companies like Unicorn Media delivering not only the capability to seamlessly stitch ads into the video stream that are potentially unique to each consumer (translation – higher CPM), but are doing so in a business model where the publisher actually pays for the video stream and ad stream delivery in a CPM model. In other words, the cost of delivering the ads and video to grow your revenue is directly a part of the delivery chain making it truly a growth vehicle for brands in ANY app.
Via Nicholas Barr, Nicolas Moulard - Actuonda