(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

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9%$ 8%$

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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