3RD SENSE Second Screen Seminar December 2012
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Broadcasters, Channels, TV Production Companies and Programme Makers are all wrestling with how best to develop second screen Apps. This presentation takes a look at the state of TV, the state of mobile and the state of play to help give some direction on what is working. The presentation also includes 5 case studies, two from 3RD SENSE. The original presentation was given by Colin Cardwell, CEO of 3RD SENSE.
Transcript of 3RD SENSE Second Screen Seminar December 2012
PRESENTATION OUTLINE
What’s today about?
Who are 3RD SENSE?
The State of TV
The State of Mobile
The State of Play
So you want to create an App?
Case Studies
FIRST LAW OF TECHNOLOGY
"A consistent pattern in our response to new
technologies is we simultaneously overestimate the
short-term impact and underestimate the long-term
impact.“
Rule coined by Roy Amara,
Past President of The Institute for the Future
WHO ARE 3RD SENSE?
WE DO PLAY
Australia’s leading ‘Play Agency’
10 years old, established in 2002
A team of 20 technology creatives working out of The Play Studio in North
Sydney
Creators of Games and Apps with over 250 projects under our belt
We work on web, mobile, desktop and social platforms
And we do Gamification
WEB PLAY
Web games
Web promotions and
competitions
Single player
Multiplayer
Micro-sites
Leader boards
MOBILE PLAY
iOS (iPhone and iPad)
Android
Cross platform
Stand alone and
connected
Free and Paid
SOCIAL PLAY
Facebook Apps
Facebook Pages
Facebook Connect
Twitter integration
Promotions and
Competition
DESKTOP PLAY
Desktop installable
games and Apps
Windows, Mac, Linux
CD, USB, Web
distribution
DRM
GAMIFICATION
Making non-game activities more game-like
Motivating and rewarding with points, leader boards, awards, sharing, storytelling, virtual economies and more
Games might be part of the strategy, but not necessarily
Increase customer loyalty, change behaviours, increase profits, differentiate brands, drive learning, track behaviours and more
OUR TOOLKIT
Over 100 game engines
Cross platform development framework
Robust high traffic hosting platform
Email marketing system
Analytics and reporting
Competition management and draw system
Virtual economy platform
Ad serving platform
Ad network
Cross platform test suite
THE WAY WE WORK
We aim to craft custom solutions for our clients whilst re-
using existing code and tools wherever possible. This
means we can:
Deliver against objectives
Deliver on time
Stay within budget
HOUSE PROJECTS
We are also the publisher of
Fizzy.com which has over 1750
games and 800,000 members
We are the publisher of hit games
like Swords and Sandals
Our games are played more than
25 million times every month
around the World
WHO WE WORK WITH
THE STATE OF TV
OLD TV• Fewer channels• More shared experiences• Not much other media• Less competition for the
advertising dollar• Life was simple
NEW TV
MORE CHANNELSPVRS
GAMES
SKIPPING ADVERTISINGCONTENT ON DEMAND
SMARTPHONES
TABLETS
ILLEGAL DOWNLOADS
SAME AD SPEND
WE STILL LOVE WATCHING TV
Deloitte: Vox Populi State of the Media Survey 2012
Preferred Sources of Entertainment
WE STILL LOVE WATCHING TV
Watching TV in Home has remained steady at around 100 hours per month for All People
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 20120
20
40
60
80
100
Watching TV in Home
WE’RE DOING IT A BIT DIFFERENTLY
Time shifted Viewing is up by 32% Internet use on a PC/laptop continues steady increase, up 11%
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
012345678
Hrs
per
m
onth
Q2 2011
Q3 2011
Q4 2011
Q1 2012
Q2 2012
38
40
42
44
46
48
50
Hrs
per
m
onth
Watching Video on Internet has doubled, up 51%
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 20120
0.51
1.52
2.53
3.54
Hrs
per
mon
th
Watching Video on Mobile has quadrupled, up 116%
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 20120
0.2
0.4
0.6
0.8
1
1.2
1.4
Hrs
per
mon
th
SECOND SCREENING
60%
60% of Australian viewers watch TV with a connected device – PC, smartphone or tablet
Australian Mulitscreen Report Nielsen Q2 2012
WHAT ARE THEY DOING?
22% 22% of all Australian TV viewers use a connected device to find out more about content they’ve seen on TV within 24 hours of viewing
Nine Entertainment Co. Nov 2012
35% 25% of US TV viewers use their smartphone to visit a website mentioned on TV
Pew Internet, Jul 2012
19% 19% of US TV viewers use their smartphone to post comments online about a program they were watching
Pew Internet, Jul 2012
RESEARCH JUST IN…
THE STATE OF MOBILE
SMARTPHONES IN AUSTRALIATELSYTE SMARTPHONE MARKET STUDY 2012
Already some 12 million consumers use
smartphones (55% of the population)
By 2014, more Australians will access digital
services via smartphone than a computer
By 2016, more than 20 million smartphone
users in Australia
SMARTPHONE SALES BY OS
IOS VS ANDROID
USE OF SMARTPHONES IN AUSTRALIA
APPS VS MSITES: APPS ARE WINNING
THE STATE OF PLAY
…there has been revolution in the games industry
Meanwhile…
Before the revolution we knew where we stood…
Gamers were young adult males who were anti-social, ate Pizza, drank Coke by the BIG bottle and had no life. Or maybe…
Kids!
And then this happened…
NOWEVERYBODY
ISPLAYING
DIGITAL AUSTRALIA 2012
Females make up 47% of the total game population, up from 46%
in 2008.
The average age of video game players in Australia is 32 years,
up from 30 in 2008.
75% of gamers in Australia are aged 18 years or older.
94% of 6 to 15 years play video games
43% of those aged 51 or older play video games.
DIGITAL AUSTRALIA 2012
The average adult gamer has been playing video games for 12
years, 26% have been playing for more than 20.
Playing habits are moderate with 59% playing for up to an hour at
one time and only 3% playing for five or more hours in one sitting.
57% of all gamers play either daily or every other day.
Mobile phones are used to play games in 43% of game
households, tablet computers in 13%.
TO SUM UP SO FAR
People don’t just watch TV anymore
Smartphones and Tablets are the second screen of choice
Play is one of the most popular activities
Both genders and all age groups love to play
SO YOU WANT TO DO A SECOND SCREEN APP?
MOST APPS FAIL
REASONS FOR FAILURE…
We need/want an App – little or no purpose
Little or no marketing
Over promise and under deliver
Other, better Apps that do the same thing
Too short term, failure to re-invest
WHAT ARE THE CHALLENGES?
CUT THROUGH – how do you even get
noticed?
CONNECTION - how do you engage your
audience?
ACTIONS – how do you motivate people to
act?
CUT THROUGH
New, different, you need to stand out
Marketing, use existing audiences
and fans
Best in class – be better than the
competition
Long term – be prepared to re-invest
Must have a purpose
CONNECTION
Best in class
Rich and Engaging
Social
Must have purpose
ACTIONS
Define your objectives
Set realistic expectations
Align with business needs
Reward for Loyalty and
Engagement
Must have a purpose
DID WE MENTION PURPOSE?
What do you want this App to do?
Is it about engagement?
Is it about Promotion?
Is it about increasing ratings?
Is it about Live?
Is it about extending the story?
Is it about re-telling the story?
Is it about social?
And who are the audience?
What does the audience want?
Should it make money?
Sell the App or Advertising or both?
How will you measure ROI?
To get the right answers, you have to ask the right questions
ALIGN THE STAKE HOLDERS
Right Solution
Audience
Content Objectives
Advertisers?
CONTENT
Intrinsically Enjoyable
Offers Participation/ Sociability
Community Building
Stimulating/ InspiringChallenging
Utilitarian/ Informative
Fun!
WHAT MAKES APPS ENGAGING?
ONE SIZE DOESN’T FIT ALL
THE JESSE REDNISS INTERVIEW
Watch on Youtube
You might like to read the supporting article
CASE STUDIES
USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLER
Psych – comedy-drama murder detective series. Launched a full second screen experience in 2011 for iOS, Android, Web.
Fully gamified experience encourages users to check-in and register with rewards program ‘Club Psych’ – points, badges, awards.
Enter special keywords announced during broadcast for access to exclusive additional video content only available through app eg un-aired extended scene for current episode.
USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLER
#Hashtag Killer Game
Launched to engage and promote before
season 6. Users were given series of clues
on a microsite on the Club Psych website,
on FB and Twitter to solve a murder.
Used the 2 detective characters in videos,
messages and tweets in a storyline written
by the series writers.
Game unfolded over 7 weeks with new
series of clues each week.
USA NETWORK ‘PSYCH’SECOND SCREEN GAME - #HASHTAG KILLER
Results
90 million shares on FB & Twitter
Av time spent on site of over 12 minutes per visit
First week of season 6 ratings increase of 10% on season 5 average ratings
CHEVY ‘GAME TIME’ APP SECOND SCREEN ADVERTISING
Chevy integrated an app, Game Time, with ads launched during the Super Bowl 2012 broadcast.
Users asked to find number plates on the cars in the ads and match them to number plates in the app for chance to win a car.
CHEVY ‘GAME TIME’ APP SECOND SCREEN ADVERTISING
Trivia game – football, car, Chevy trivia
questions
Data Gathered – from users
submitting competition entries
Ad awareness measured with trivia
questions: ‘How many arms do the
aliens have in the Volt ad’
CHEVY ‘GAME TIME’ APP SECOND SCREEN ADVERTISING
Results
733,434 minutes of in-app usage
Over 3 million trivia questions
answered
‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATION
Million Pound Drop Quiz show on Channel
4 has a suite of integrated apps that allow
users to play along with the program in
real-time – web, iPhone, iPad, Android
phones & tablets
‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATION
The iOS and Android versions also allow
users to play anytime for £1.49 in-app
purchase.
Twitter & Facebook integration for sharing
Achievements & Awards for incentivisation
‘O2’ Video Takeover
Broadcast of 2 min video in first TV break
with simultaneous takeover of web game.
Online ad had CTs to YouTube for more
content
‘MILLION POUND DROP’ UKO2 SPONSORSHIP INTEGRATION
Results
8.6% of total program audience played the
game – 189,000 viewers
17.4% watched the full video
2.34% CTR to YouTube
10% higher propensity to purchase among
web players
NICKELODEON DIDI & B.
Introduction
Didi & B are two new characters for
Nick Jnr
A series of craft related short
shows aimed at 3-5 year olds
Objectives
Extend the show into a interactive
educational experience for children
and parents
FOX FOOTY LIVE KICK
Objective - Fox Sports wanted to engage Footy fans when they were
watching the game on TV
The Game
Give the fans a game they can play against each other.
Make it real by using Live Kick data from the match.
Add a Virtual Currency layer to use fan’s passion to drive brand actions.
Add in great prizes as an additional motivator
Extend into NRL too
FOX FOOTY LIVE KICK
NRL ON FOX LIVE KICK
THE 3RD SENSE SHOWREEL
OR FIND OUT MORE AT 3RDSENSE.COM
Take a look at…
LET’S START A CONVERSATION…
If you’re looking for a Mobile Game that CUTS THROUGH the
noise, CONNECTS with your target audience and drives the
ACTIONS you want, get in touch.
02 89 231 200
www.3rdsense.com
