What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it?
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Summary

Traditional TV has been struggling to stay relevant for the last 20 years dealing with an increasingly unengaged and distracted audience, a fracturing media model and new forms of completion for viewer’s attention.  During the last 5 years there has been a proliferation of tablets and mobile devices, a rapid adoption of social networking tools, establishment of new advertising revenue models and applications and dramatic improvements to network bandwidth and speed.  These innovations have merged to overcome the challenges that the traditional TV industry hadn’t been able to, helping TV overcome decades of decline and stagnation, producing a very unexpected second screen phenomenon where TV viewers are increasingly using their devices to surf and text about our favorite, consume new and innovative content and actively engage with contextual advertising.  The result, increased viewership, ratings, advertising performance and viewer engagement creating a win, win win scenario for content providers, advertisers and viewers.

 

Phenomenon is a big word, with big meaning.  It is used appropriately when discussing the second screen.  Proof points include:

-       50 %- 75% of viewers with second screen devices use them while watching TV (depending on the demographic)

-       Second screen viewers are 30% more engaged with video that viewers watching TV alone

-       28% of second screen users log into to social media sites

57% talk about what they are watching49% “like the shows they are watching

 

More specifically, the top 3 TV events of 2012 had significant social engagement

-       31 million tweets were sent during the Super Bowl

-       19 million tweets were sent during the Academy Awards

-       4 million tweets were sent during the Oscars

 

Overall, the trends are undeniable, viewers, content providers and advertisers are integrating their devices to create something larger that its component pieces.

 

The manner in which these integrations are manifesting themselves are as varied as they are interesting.  Companies are monetizing the second screen by using it as an advertising platform and using it to boost viewership and ratings, examples include

-       Cast tweet during episodes to engage with fans

-       Running sweepstakes, games and trivia on the second screen during shows

-       Steaming shows mobile devices and their apps

-       Standalone apps outside of Facebook and Twiter (e.g. Zeebox)

 

Developers that created a myriad of applications to facilitate TV and second screen integration, including apps that:

-       help you find new shows

-       finding streaming content

-       connect viewers in real time

-       Turn devices into remote controls

-       Display channel guides

-       Monitor viewing habits and make programing recommendations

-       Provide social media interfaces

-       Deliver behind the scenes information about shows in real time

-       Alternative camera angles

-       Offer retail integration with advertising

 

As viewers increasingly move to watching shows on multiple screens, the advertising model is quickly migrating to the existing digital model where networks are paid on clicks (engagement) and not eyeballs (awareness).  Not only is this more efficient for the advertiser, it’s more effective as well because viewers are more engaged in the content.  The second screed also creates a fantastic opportunity for advertisers to interact with consumers in a very time sensitive, compelling and contextually relevant way.  A great example of this is Oreo’s You Can Still Dunk in the Dark Twitter ad that they ran during the Super Bowl black out.

 

The second screen phenomenon was unexpected and has created a new culture that goes by many names (social TV, interactive TV, enhanced TV) but consistently witnesses couch potatoes using social networks to interact with each other as they watch their favorite shows.  The result is that TV’s future is brighter than ever and is entering a new golden age that has been enabled by the very technologies and devices that many predicted would ruin it.

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SECOND SCREEN ADVERTISING

SECOND SCREEN ADVERTISING | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
“Tonight, let’s just get a bottle of wine, relax on the sofa, and watch some TV.”
Sounds like a normal and peaceful evening at home. But let’s take a closer look. The TV is on, the wine is open, one...
Eric DeMont's insight:

75% of people watch TV with a second device, many playing around on integrated aps while watching their favorite show and allowing them to share their viewing experiences with their social network.  In fact Twitter has risen to the status of a TV pastime.  This presents advertisers with an opportunity to engage with their audiences in a fundamentally different way.  Content providers are inserting  # into programming to encourage community engagement with their shows and advertisers are placing the logos of popular social applications to encourage dialogue and conversation.  Content providers and advertisers are even collaborating by creating aps that automatically sync with broadcast content by holding the second screen up to the TV and they brining them to unique, tailored and branded content.  This active participation creates significant opportunities for brands to engage with consumers in a fundamentally different and more engaged manner.   

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Make the most of your second screen | TechHive

Make the most of your second screen | TechHive | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
Several iOS apps can help you find new shows or movies, locate streaming content, and connect you with other viewers who like the same programs that you do.
Eric DeMont's insight:

The proliferation of tablets and mobile devices has generated a second screen phenomenon where TV views are increasingly using their devices to surf and text about our favorite shows while we are watching them.  A myriad of applications have been developed to facilitate this activity, including apps that:

-       help you find new shows

-       finding streaming content

-       connect viewers in real time

Applications that are experiencing success in the marketplace include:

-       BuddyTV (show discovery, finding streaming options)

-       GetGlue (show discovery, finding streaming options, social connectivity)

-       Into_Now (social connectivity)

-       Miso (social connectivity)

-       TB Guide Mobile (show discovery, finding streaming options)

Particularly interesting innovations include Miso’s guided tours of TB shows and Into_Now’s ability to detect which show you are watching without having to check in.  The innovations will surly continue to wow us.

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New report on “Social TV and the Second Screen” | Lean Back 2.0

New report on “Social TV and the Second Screen” | Lean Back 2.0 | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
Eric DeMont's insight:

The demise of the 30 second spot has long been prophesized but it might be the second screen that finally does it in.  Not because it will out compete the silver screen but because it may transform the monetary model underlying  the 30 second spot.  As viewers increasingly move to watching shows on multiple screens, the advertising model is quickly migrating to the existing digital model where networks are paid on clicks (engagement) and not eyeballs (awareness).  Not only is this more efficient for the advertiser, it’s more effective as well because viewers are more engaged in the content.   

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Box Network Europe

TV is more popular than ever and people use it simultaneously with social platforms (second screen). Here are some ideas how marketing can make use of social tv.
Eric DeMont's insight:

Until recently, traditional TV lay on death’s doorstep, put there by a increasingly unengaged audience that was increasingly distracted by a fracturing media model and intense devise proliferation.  Then innovative companies realized that viewers were using their new devices to “talk” about the shows they were watching and that as a result they were increasingly engaged, viewing more TV and interacting with more advertising.  Once they recognized the potential they began to cultivate it, increasing the integrated content available on the second screen, facilitating social interactions and tailoring content the phenomenon took off.  The result, TV’s future is brighter than ever as it enterers a new state of existence.

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The second screen explained: What it is and how it works | Digital Trends

The second screen explained: What it is and how it works | Digital Trends | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
We dig into the second screen phenomenon and discuss what it is, how it works, and why we'll probably be seeing lots more of it in the near future.
Eric DeMont's insight:

The second screen phenomenon goes by many names: interactive TV, enhanced TV and social TV and it is rapidly becoming the preferred method of watching TV.  Let’s clear up the detail of this many named trend:

-       The TV is the first screen and tablets, mobile devices, gaming devices and CPU are the second 

-       The second screen is used to multi task, view additional content or share thoughts and comments about the show with other viewrs

-       Content is delivered through sites or apps (first & third party)

-       Content providers (viewers / ratings), advertisers (higher engagement) and viewers (more compelling content) all win

-       Moving away from multi taking to higher engagement and more involved experiences

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TVTechnology: ‘Dovetailing’ Second-Screen Services With ATSC 2.0 and Beyond

TVTechnology: ‘Dovetailing’ Second-Screen Services With ATSC 2.0 and Beyond | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
TVTechnology Broadcasters can take heart from the profitable opportunities that second-screen services are creating.
Eric DeMont's insight:

As if we needed any further evidence that the second screen revolution is in full swing, Comcast has made a large investment in Zeebox that it says will offer users new content experiences and provide them more advertising dollars in the form increased user interaction with ads.  Zeebox has provided second screen experiences for NBC’s the voice and several HBO shows that have proven to increase ad recall, positive opinion and brand interest particularly among millennials, high income households and the tech savvy.  There is a significant amount of money being invested in second screen integration on the promise of rich advertising rewards.

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Advertising's Triple Crown For The Second Screen

Advertising's Triple Crown For The Second Screen | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
This article is by Brenda Fiala, senior VP, strategy, at Blast Radius.
Eric DeMont's insight:

In 2012 the Super Bowl, the Grammys and the Oscars became the triple crown of the second screen for the halo of earned media they can deliver to advertisers through social networks that allow brands to amplify their messages.  Advertisers that authentically participate in the social dialog of the moment on second screens gain exponential recognition across networks.  Advertisers should be encourage to look for opportunities to look for live and noteworthy events that that can use as a platform to communicate with their target audience that is open and receptive to a two way conversation.  The Super Bowl inspired 30 million tweets on Sunday, the Oscars 4 million and the Academy Awards 19 million, how will your brands engage with your customers who are actively engaged with their second screen while watching these events?

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What Does That Second Screen Mean for Viewers and Advertisers?

What Does That Second Screen Mean for Viewers and Advertisers? | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
The more screens you have, the more likely you are to engage in media multitasking. To find out what all that means for programmers and advertisers, the Time Warner Medialab conducted a series of studies of multitasking behaviors.
Eric DeMont's insight:

Viewers are increasingly simultaneously consuming media on multiple devices, simultaneously making it harder for single channel advertisers to intercept audiences and while providing them with opportunities for a more visceral engagement with viewers.  In fact, 52% of people with a second screen are likely to use a second device while watching TV, including 66% of tablet users and 77% of young people.  Studies show that second screen viewers who use social networking sites while watching TV are 30% more engaged with the video content than viewers who are watching TV alone, creating similar increases in advertiser and advertising favorability.  These findings suggest content providers and advertisers have significant opportunities to improve advertising effectiveness and viewer engagement. 

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Making the second screen work

Making the second screen work | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
Years after Netflix, smartphones and tablets all hit the scene, even those service providers capable of multi-screen delivery continue to struggle with the multi-screen phenomenon.
Eric DeMont's insight:

The second screen phenomenon is driven by viewer increasing utilization not only in isolation but also simultaneously to accomplish a wide variety of tasks that only partially involve video.  The phenomenon has reached 77% of views who own multiple devise who are using those devices to multi task (watching TV while playing a video game) or to augment their viewing experience (looking up content on the web related to the show being watched).  Augmented viewing reinforces the video experience and increases viewer engagement, at least in part to the introduction of companion applications.    Second companion applications include apps that:

-       Turn devices into remote controls

-       Display channel guides

-       Monitor viewing habits and make programing recommendations

-       Provide social media interfaces

-       Deliver behind the scenes information about shows in real time

-       Alternative camera angles

-       Offer retail integration with advertising

And the innovation has only just begun….

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Social TV and the “Second Screen” Phenomenon - Lyris | Lyris

Social TV and the “Second Screen” Phenomenon - Lyris | Lyris | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
Eric DeMont's insight:

American TV viewers have seen a proliferation of Twitter hashtags being added to the bottom of their favorite shows in an attempt to create a social buzz around the programming by providing viewers a forum for real time, peer to peer interactions.  The reasons for and the success of these efforts speak for themselves:

-       61% of views check email while watching TB

-       22% researched products they saw in ads

-       37% researched programming related content

-       28% used social media

57% talk about what they are watching49% “like” the shows they are watching30% increase in viewer engagement

Companies successfully deploying these tactics include leading marketers like:

-       Capital One

-       Coca Cola

-       Hyundai

-       Pepsi

The second screen phenomenon is growing, and will find its way to your favorite brands, shows and living room soon.

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TV gets social with second screen

TV gets social with second screen | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
Producers and marketers are moving quickly to capture the growing number of viewers who check into their social networks while watching.
Eric DeMont's insight:

Over 100 million people watched the 2013 Super Bowl.  Over 5% of those people sent 31 million posts while they were watching it, further proof of the second screen phenomenon and the socialization of the TV viewing experience (40% of households are already checking in on social media while they watch).  Companies are monetizing the second screen by using it as an advertising platform and using it to boost viewership and ratings, examples include

-       casts tweet during episodes to engage with fans

-       running sweepstakes, games and trivia on the second screen during shws

-       steaming shows mobile devices and their apps

-       standalone apps outside of Facebook and Twiter (like Zeebox) 

These examples are just the tip of the iceberg in a sea of second screen executions.

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A Mad Men nightmare: The “second screen”

A Mad Men nightmare: The “second screen” | What is the Second Screen Phenomenon and How Can Content Producers Capitalize Upon it? | Scoop.it
What would Don Draper do with a generation that checks its phone every time an ad comes on?
Eric DeMont's insight:

One of the more successful applications created for the second screen is Viggle.  Viggle aims to get more people to watch the commercials during Viggle promoted shows.  Viggle does this by financially rewarding viewers who check in to Viggle while watching their shows AND their commercials.  Twitter is also jumping on the second screen bandwagon by aligning the ads in a users’ Twiter feed with the ads that are running in the shows they are watching.  Proving once again that where a consumer’s eyeballs go, advertisers will follow.  Shazam’s mobile app recognizes the show a viewer is watching by identifying its soundtrack.  These initiatives are helping advertisers and content providers to overcome the challenges presented by DVRs and multitasking viewers.  The second screen phenomenon was unexpected and has created a new culture called social TV, where couch potatoes use social networks to interact with each other as they watch their favorite shows.  This creates a fantastic opportunity for advertisers to interact with them, in a very compelling and contextually relevant way.  A great example of this is Oreo’s You Can Still Dunk in the Dark Twitter ad that they ran during the Super Bowl black out.  Proving once again that the American public has a seemingly unlimited appetite for catchy memes. 

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