Social TV: The rise of dual/multi-screening
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Transcript of Social TV: The rise of dual/multi-screening
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Social TV The rise of dual/multi-screening
Tess Langley@tesslangley
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About me
• Social media account manager at O&G
• Internet/social media addict
• Self confessed multi-screener
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What is multi screening?The use of multiple devices to carry out tasks:
• Smartphone• Laptop/tablet• TV
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Google study into new multi-screen world
Key findings:
• 90% of all media consumption is screen-based
• Context drives device• Smartphones most common
starting point for online activities
• Average 4.4hrs of leisure time in front of screens per day (!)
Source: http://bit.ly/VGGTKd
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Google study continued…
• TV no longer commands full attention - consumed simultaneously
• 77% of people used smartphone/laptop/tablet whilst watching TV
• Compulsion. Spontaneous. Almost involuntary?
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Sequential or Simultaneous?
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Complementary or multitasking?
• TV is a catalyst for search– Product in advert– Hashtag – “What else has that actor been in?”
• Spontaneity• Convenience• Immediacy • Impulse• Social media – share TV viewing with others
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Simultaneous multi-screening – complementary activity
The worries of a multi-screener
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Social networking multi-screening
• Brandwatch – Is Twitter transforming the way we watch TV? – Twitter conversation during 50 top UK/US TV shows
• Key findings:– 60% Twitter users tweet while watching TV– Less than half TV shows include official hashtag in broadcast– Hashtag included = 63% increase in tweets
Source: http://bit.ly/13S3dk8
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Simultaneous multi-screening – complementary activity
Social TVTaking TV viewing from passive to active
• Zeebox– Synchronised with live TV– TV viewing sidekick – Live social mentions– Look up content in programme – Live Zeetags– Change channel
• Shazam ads– Bonus content/music downloads/competitions
• Smart TVs• Google Glass
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Finally!
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Multi-screening & marketing
• Recapture attention from audience • Huge opportunity for synchronisation• Interactive content
– Relevant to programme – Incentivising – Spontaneity – impulse interaction– Multi-device targeting integrated campaigns – Amplify message
• Enhance TV viewing – Additional information – Advertising – Calls to action
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Summary
• Multi-screening = Cultural shift – immediate information gratification
• Recapture attention - companion apps– Content-centric– Additional value– Enhance experience– Interactive– Shareable – amplify message
@tesslangley