Tweede Scherm

Van Innovatie Naar Noodzaak

Jeroen Elfferich@jeroen020

IAB Taskforce Second Screen CEO & Co-founder Ex Machina

How much media does a 25 year old consume

per day?

9 hours

How much time does this take?

6 hours

Second Screen

• In US, 75% use TV & internet simultaneously

• 50% do so every day (Clustalabs)

• 86% of US mobile internet users use their phone while watching TV (Yahoo!Nielsen)

• 30% of total iPad usage is while watching TV

• 72% of under 25’s in the UK comment on programs via social networks (Digital Clarity)

Media Multitaskers

Why?

• Broadband everywhere

• Desirable hardware & intuitive, touch UIs

• The WAF, KAF & FAF

• New ways to share, communicate & compete: social networks & APIs

• We want to be part of a group

Second Screen Usage

• Navigation & Control

• Conversation & Social Aggregation

• Information

• Interaction

Scope

• Everything

• Subject

• Broadcaster/network/channel

• Programme

• Brand?

Stakeholders

• IP owner & Production Company

• Advertiser

• Broadcaster

• TV operator

• TV manufacturer

• Viewer/consumer/user

• Rogue?

Generic

Guidance, Check-in & Aggregation

Broadcaster

Generic + Specific

The 5 M’s of Second Screen

1988

The ‘Henny Huisman Effect’ is a situation where the national phone system grinds to a halt due to a sudden, massive amount of phone calls.

1999 Big Brother: Making headlines worldwideInteractive voting via SMS and IVRToday still broadcast in 32 countries, 320 million viewers

Moment

1 vs 100 (Microsoft Xbox)

Sync

Meaning

Intuitie (RTL4, Fremantle)

(Subtitled Video)

Mass

The Money Drop (Monterosa)

The voice of Holland Thuiscoach

Multi-Platform

Show

aweb

Show

aweb

fb app

iOS

andrd

RTLBroadcast site

Show

aweb

fb app

iOS

andrd

RTLBroadcast site

facebook

Twitter

Show

aweb

fb app

iOS

andrd

RTLBroadcast site

facebook

Twitter

EPGCheck-inSearch

Web app

iOS app

Android app

facebook

EPGCheck-inSearch

Twitter

Broadcast site RTL SBS NPO MTV Disc ...

Show

a b c d e f g h i j k l m n m n oweb

fb app

iOS

Web app

iOS app

Android app

andrd

facebook

EPGCheck-inSearch

Twitter

Broadcast site RTL SBS NPO MTV Disc ...

Show

a b c d e f g h i j k l m n m n oweb

fb app

iOS

Web app

iOS app

Android app

andrd

second screen platform

web app widgetnative fb app

APIs APIs

facebook

EPGCheck-inSearch

Twitter

Broadcast site RTL SBS NPO MTV Disc ...

Show

a b c d e f g h i j k l m n m n oweb

fb app

iOS

Web app

iOS app

Android app

andrd

second screen platform

web app widgetnative fb app

APIs APIs

Monetize

Viggle (FunctionX)

Postcode Loterij Miljoenenjacht

Don’t

• Treat Second Screen as Ceefax/Teletext

• Just check-in

• Gamify the un-gamifiable

• Overdo it

• Let the servers crash

Do

• Synchronize

• Call to action

• Integrate: back & front

• Reward interaction, create feedback loops

• Offer pre & post-show experiences

• Allow the second screen to be the first

Merci@jeroen020