Presentatie Jeroen Douchet: E-reading & Tablet Event 22-03-2012
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Transcript of Presentatie Jeroen Douchet: E-reading & Tablet Event 22-03-2012
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Second Screen: van Buzz naar Business
#secondscreen
Jeroen Doucet
Voorzitter Taskforce Second Screen IAB
Principal Strategist Station10
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Second Screen
the buzz
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Second Screen – [‘sekənd skrin]
“Second Screen applications are designed to complement content on the first screen, the
television.”
Station10 definition based on Wikipedia, BBC and MIT
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Second Screen narratieven
Aanvullende content
Interactie metfirst screen
Navigatie
Interactie metandere kijkers
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4%Januari 2011
Bron: Telecompaper
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Bron: GfK
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+60%
internet wel eens
tijdens TV kijken
OF
Bron: Nielsen
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+70%
gebruikttablet of
smartphonetijdens TV
kijken
OF
Bron: Nielsen
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92%
van de mobiele internet
gebruikers 13-24, gebruikt
hun mobiele device
tijdens het TV kijken
Bron: Nielsen / Yahoo
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Media Efficiency Panel: Gebruik mobiel/desktop/TV
0.16
6666
6666
6666
7
0.33
3333
3333
3333
30.
5
0.66
6666
6666
6666
8
0.83
3333
3333
3333
3 0
0.16
6666
6666
6666
70
1
2
Index
(dag-g
em
iddeld
e =
1) desktop
mobielTV
Bron: Station10 gebaseerd op Nurago / GfK data
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vantoegevoegde
afleiding
naartoegevoegde
waarde
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IDEEËN?
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Overzicht opgenomen
programma’s
NIET kijken op iPad
TVgids
Bedient DVR’s
Afstandsbediening van TV
Glashart Media: navigatie
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Mobiele video library
Exclusieve previews door
QR codes
Check in met ‘fame lottery’
Twitter client
Game-ified stemmen
Voor, tijdens en na de
uitzending
106 & parkinteractie met de community
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Hoge productiewaard
e
Replay en extra content
VolledigheidExclusieve
content
Formula One Live TimingAanvullende premium content
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Spel concept: anticipeer op spelverloop
Tijdens de show
Voetbal pub quiz tijdens
dode momenten
Social media integratie
Activatie van CL sponsoring
Casual game
Heineken Star PlayerInteractie met je sociale netwerk
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Social TV
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GEBRUIK ?
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GTST 28-11
GTST 29-11
GTST 30-11
GTST 1-12
GTST 2-12
TVOH 2-12
TVOH 9-12
TVOH 16-12
0%
5%
10%
15%
20%
25%
30%
25% 25%24%
20.30-22.30
20.30-21.00
21.00-21.30
21.30-22.00
22.00-22.30
-5%
0%
5%
10%
15%
20%
25%
30%
0.3% 0.4% 0.3% 0.4% 0.0%
Van de TVOH kijkers was…
…25% met de pc online... …en 0,3% op de TVOH site
Bron: Station10 analyse obv MediaEfficiencyPanel GfK Panel Services
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Kijk
ers
Bez
it
Sim
ulta
an_x
...
Inst
alla
tie
Reg
istr
atie
Eer
ste_
x00.
..
Her
haal
d_x.
..
4,200
2,730
1,911
600 504 479
50
aanta
llen x
1.0
00
65% heeft een smartphone, tablet en/of laptop
70% gebruikt deze simultaan
30% converteert
84%registreert
95%probeert
10% speeltregelmatig
mee
Analyse The Voice of Holland
Bron: Station10 analyse obv data RTL, IceMobile en Talpa
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De invloed van conceptkeuzes
Platformkeuzes
Penetratie
Activatie (call-to-action)
Gebruiksgemak Second Screen narratief
Kijk
ers
Bez
it
Sim
ulta
an_x
...
Inst
alla
tie
Reg
istr
atie
Eer
ste_
x00.
..
Her
haal
d_x.
..
aanta
llen x
1.0
00
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WAT LEVERT
HET OP?
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Verdienmodel: indirecte inkomsten
Loyaliteit eerste scherm
Verminderenvan churn
Statistiekenen profielen
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Verdienmodel: directe inkomstenK
an
ssp
ele
n
Sp
on
so
rin
g
Be
taal
de
ap
p
Ad
ver
ten
tie
s
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