201409 Online Tuesday - Jeroen Elfferich
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Transcript of 201409 Online Tuesday - Jeroen Elfferich
(EN VICE VERSA)
Jeroen Elfferich @jeroen020 exmachinagroup.tv
HOE ONLINE
TV VERSTERKT
Online Tuesday 9 September 2014
EX MACHINA GROUP
STRATEGIES & CONCEPTS Experts in second screen, social TV and transmedia
Provide extensive research and case studies
Define strategic objectives & KPI’s
Determine scope
Forecast reach and revenue
Create engaging concepts and formats
PROJECTS & PRODUCTS Design customised second screen projects
Offer ready-made format and domain-specific products
Build second sceen apps
Deploy, test and optimize
PLATFORM & OPERATIONS Massive participation platform
Scalable infrastructure
Interfaces for Facebook and Twitter
For live, linear and on-demand
Proven up to 1.5 million concurrent users
Over 10.000 hours of second screen supported
PARTNERS & CUSTOMERS
TV IS THE GREATEST MEDIUM ON EARTH
BUT THE COMPETITION FOR THE VIEWER’S ATTENTION IS INCREASING
Source: Nielsen 2012
87% OF US VIEWERS USE THEIR DEVICES WHILE WATCHING TV
SOURCE: NIELSEN
Multitasking
Loss of loyalty
Decrease of effectiveness
Intensified competition from online platforms
THREAT€ €
Multi Screening
Increases tune-in
Engagement
Better ad effectiveness
Additional commercial models
Big data, from viewer to user
OPPORTUNITY
TransmediaSocial TVSecond Screen• Orchestrated• Integrated• Real-time interaction• Play-along formats• Additional content• Real-time statistics• Multi camera video etc
• Unstructured• Social conversation• Chat and comments• User generated content• Hashtags• Twitter, Facebook etc.
• Extending story lines• Multi-channel• Continuous timeline
THE MULTI SCREEN LANDSCAPE
Generic
Bespoke
Non
-sim
ulta
neou
s Simultaneous
Transmedia Second Screen
Social TV
THE MULTI SCREEN LANDSCAPE
Additional content
Interaction
Navigation
Social interaction
First screen
NARRATIVE
Navigation & discovery
Social aggregation
Related contentInteraction
Attract a younger audience by rejuvenating a format through interactive engagement and viewer input
INCREASE LOYALTY
REJUVENATE A FORMAT
Increase viewer loyalty through interactive engagement and enhanced story telling
Drive tune-in through social buzz and cross promotion.
TUNE IN AND BUZZ
Improve programs with valuable insights about the individual viewers demographics and usage
GAIN VALUABLE INSIGHTS
Protect existing advertising revenues and create new ones.
REVENUES
STRATEGIC OBJECTIVES
TF1 CONNECTTUNE-IN & BUZZ
VALUABLE INSIGHTS ELECTIONS
VALUABLE INSIGHTS ELECTIONS
29%$
10%$ 10%$
27%$
9%$ 8%$
3%$ 3%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
35%$
Ru-e$ Roemer$ Wilders$ Samson$ Buma$ Pechtold$ Sap$ Slob$
Stemmen&
live.rtl.nl&
De&Hond&1119&0%&
5%&
10%&
15%&
20%&
25%&
30%&
Ru:e&Roemer&
Wilders&Samson&
Buma&Pechtold&
Sap&Slob&
29%&
10%&10%&
27%&
9%&
8%&
3%& 3%&
28%&
10%&12%&
30%&
7%&7%&
4%&
2%&
25%&
14%&
13%&
25%&
8%&8%&
3%& 4%&
Stemmen&
live.rtl.nl&
De&Hond&1119&
FORMAT REJUVENATION KASSA
KASSA!
MILJOENENJACHT BINGO LOYALTY & NEW SOURCE OF REVENUE
DRIVE ONLINE & SOCIAL REACH
DRIVE TUNE-IN & STEER RATINGS
9/4/12 PlayToTv -‐‑ CMS
1/6rtl-‐‑nv-‐‑production-‐‑director01.playtotv.com/playtotv-‐‑admin/#shows/50338b04e4b05bb942642767/epi…
RTL Nieuws Verkiezingen - Carré debatUser StatisticsTotal amount of user accounts in system at end of show 259266
Total amount of users that participated in this session 126215
Total amount of users accounts linked to facebook at end of show17333
(13.7%)
Total amount of users with online Facebook friends7469
(43.1%)
Average Facebook friends online 1.172
Average Facebook friends online with at least one friend 2.719
User Statistics For EpisodeConnected Clients Over Time Joined Users Over Time
18:29:00
18:40:00
18:51:00
19:02:00
19:13:00
19:24:00
19:35:00
19:46:00
19:57:00
20:08:00
20:19:00
20:30:00
20:41:00
20:52:00
21:03:00
21:14:00
21:25:00
21:36:00
21:47:00
21:58:00
22:09:00
22:20:00
0
40,000
80,000
120,000
160,000
GENERATE CONVERSION
CREATE ENGAGEMENT
SECOND SCREEN OPPORTUNITIES FOR ADVERTISERS
CONTENT STRATEGY GENRE FIT
Transmedia Social TV Interactivity
Game shows o o ++
Talent/reality o ++ ++
News/talkshow + + +
Event/gala + ++ +
Sports o ++ ++
Drama/series ++ + o
Movie + o o
Ad breaks + o +
Day/late night TV o o ++
A clear strategic objective is directly related to the business objectives and provides guidance for all further decisions.
TV departments and digital need to cooperate and not compete. Multiscreen communication is very intrusive. Use that, but don’t abuse it.
SET CLEAR STRATEGIC OBJECTIVES
CREATE PLENTY CALLS-TO-ACTION
AND FEEDBACK LOOPS
LOOK FOR THE VALUE IN CROSS
SCREEN SYNERGIES
INTEGRATE DIGITAL, TV,
EDITORIAL AND COMMERCIAL
ACTIVITIESA call-to-action makes viewers aware of the possibility to interact with the television. Feedback loops make the interaction meaningful.
The value of multiscreen usage is in the ability to turn passive consumption into active participation. Participation drives engagement.
Mass participation concepts are extremely bursty, have no margin for error and mistakes get amplified. This requires a very thorough development and testing process, which requires experience, time and money.
DON’T UNDERESTIMATE THE PRODUCTION
CHALLENGES
OUR APPROACH FIVE GOLDEN RULES FOR MULTI SCREEN SUCCESS
Thank You! @jeroen020 exmachinagroup.tv