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Capabilities & Select Product Showcase

Television Extended: Second

Screen Strategies and Case Study

Why

FDG?

Intro Demographics &

Stats

Multi-Screens Showcase

A second screen experience is

a specifically designed app or

mobile optimized webpage that

is created in order to capture

the attention divide of a person

using a mobile device or a

laptop while watching TV and

use it to compliment the

program that the consumer is

currently viewing.

What exactly is a Second Screen

experience?

ROI

People Who Use Smartphones While

Watching Television by Frequency:

39% of smartphone owners

reported using their devices while watching TV on a daily

basis.

85%

67%

46%

0%

20%

40%

60%

80%

100%

MonthlyMultiple Times a Week DailySource: Pool, Two Square TV Lane, 2013

While watching TV most users are Multi-

Tasking on their Smartphones

Why

FDG?

Intro Multi-Screens ShowcaseROIDemographics & Stats

85% of tablet owners also claim to watch TV while using their tablets.

Watch TV while

using my Tablet

85%

Heavy

Multi-taskers

38%

Light

Multi-taskers

47%

… or on their tablets.

Why

FDG?


In the U.S., this behavior thus far is correlated with younger ages and

higher incomes. We expect smartphone and tablet growth this holiday

season to increase the lower categories.

81%

72%

60%

45%

29%

16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

18-24 25-34 35-44 45-54 55-64 65+

Viewers Who Use Phones While Watching TV by Age

Source: Pew Internet & American Life project.

Why

FDG?


Live Events:

While watching the

Olympics on TV, 63% of consumers with a PC,

tablet, or smartphone were simultaneously looking at

other scores or match information

Live events offers an opportunity to engage deeper with the viewer.

Mass media events are increasingly experienced on the second screen. This

emergence of the "digital water cooler" requires high-level, end-to-end workflows

with an integrated capability to publish to second-screen web services.

Why

FDG?


8

• Non-Simultaneous Usage (Shifting): all non-simultaneous usage of

screens throughout the day.

• Simultaneous Usage: Using another digital screen at the same time

as watching TV

• Meshing: Using an internet-enabled second screen to enhance

the media experience by researching, talking, and engaging in the

program being viewed on the television screen

• Stacking: Using an internet-enabled second screen to conduct

unrelated media tasks while watching TV.

New terms: Simultaneous Usage vs. Shifting

Stacking is frequently seen as a threat, since it can be viewed as a hijacker

of attention

Why

FDG?

Intro ShowcaseROIDemographics & Stats Multi-Screens

Simultaneous Multi-Screening

When do they use each

screen?

• There are a multitude

of reasons that people

engage in

simultaneous multi-

screening.

• There are more

reasons to engage in

stacking than meshing.

Why

FDG?


• People typically follow

a common sequence

when shifting between

different screens

relating to similar

content

• It is estimated that we

will begin to see the

sequence shifting

towards starting with

the smart phone, then

moving to laptop.

Simultaneous Usage vs. Shifting

Why

FDG?


What does that mean to marketers?

1. Content is King

Television advertisements that provide multiscreen users with engaging

content are more likely to incite users to engage with the brand on another

screen. Content that is engaging and catches attention is likely to go viral,

and garner more views and interactions.

2. Storytelling

Similarly, a advertisement that has interesting visuals, music and story drive

users to look up the ad on another screen after seeing it on a television and

share it with their social networks through their smartphone.

3. Subtly infusing 1st screen into 2nd screen

4. Marketers should not define impact by numbers. Marketers should

consider their definition of impact, and adjust it to fit a multiscreen marketing

technique. Television may seem like it beats multiscreen marketing since it

has large viewership and is easy to measure number of people who have

seen it.

Why

FDG?


Why? Consumers are already shopping

on their mobile devices while watching TV.

Over 40% of tablet owners do so.

+ Second screen commerce is a

natural extension of pre-existing

advertising and product placement

strategies.

+ If you like a product advertised on

television, it is easy to act on an

impulse and purchase it immediately

on a mobile device.

+ Timed ads set to appear in a

complimentary fashion to television

ads can help push consumers further

along the path to purchase.

+ Only a small % of TV viewers need

to develop an affinity for the activity,

for massive revenue potential.

Second Screen Commerce is poised to

Generate Significant Revenue

Why

FDG?

Intro ShowcaseDemographics & Stats Multi-Screens ROI

Unaided awareness, in particular,

has dramatically increased by

73% after users are exposed to

the ads on second screen.

Source: Pool, Two Square TV Lane, 2013

Second screen ads have proved to be

successful in lifting key brand metrics

73%

10%

45%

21% 19%13%

0%10%20%30%40%50%60%70%80%

UnaidedAwareness

AidedAwareness

AdvertisingRecall

CampaignMessage

Recall

BrandFavorability

PurchaseIntent

Why

FDG?


3.9%

2.8%3.3%

$0.75

$0.48 $0.62

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

Computers Smartphones Tablets

Co

st-P

er-C

lick

Co

nve

rsio

n R

ate

Average Conversion Rate Average Cost Per Click

Mobile ads lead to sales

offline or on other

devices, and these sales

aren’t taken into account

when advertisers

evaluate the effectiveness

of ad campaigns.

Mobile ads are persistently underpriced relative

to their real impactPaid Search Conversion Rate Cost-Per-Click, U.S.

Why

FDG?


… the return of mobile investment is significant.

ADVANCED ROI

CALCULATION

CURRENT ROI CALCULATIONOrder Value Percent

By Device

MOBILE

PC

TABLET

85.7%

11.8%

3.5%

59.0%

8.2%

32.8%

Why

FDG?


However, if we take the second screen effect

of mobile into consideration…

ESPN InPlay: Live Broadcasted 2nd Screen Trivia

Experience• HTML5 & Responsive Web Development

• Built for the 2012 US Open Tennis Tournament, 2013

ESPYS, Home Run Derby, and Wimbledon

• This year the platform will run NFL Draft and The World

Cup

• Equipped with a customized CMS to enable real-time

product updates during broadcast times

• Offer multiple advertising opportunities for brands to

interact and engage with consumers in different ways.

• ESPN InPlay experienced 10x the amount of anticipated

user traffic for the product.

• 100% growth of visitors day over day

• 20,000 Visitors per night

• 100,000+ users

Why

FDG?

Intro Demographics & Stats Multi-Screens ROI Showcas

e

17

Network TV: as Participatory Medium:

Gamification

• The viewers become active

participants in the show,

blurring the lines between

content and audience.

• Gamification, as a way to

drive audience

participation, works best

when the game-play is

intrinsic to the show

content.

Why

FDG?


e

NFL Draft

• 2014 NFL Draft

• Sponsored by Corona

• Featured player related trivia

Why

FDG?


e

Instantly jump into

a conversation and

tweet a response

or comment on

their Facebook wall.

Utilize Twitter and

Facebook to see

what others were

saying about the

match.

Interact with

predictive and

historical trivia

questions

The user was able to…

2 31

This Allowed for a Rich Experience

Why

FDG?


e

“For ESPN, mobile has become virtually indispensable. For the network’s coverage of live

games, up to 50% of online usage comes from mobile. Thus, the key for advertisers is managing that connectedness to a live event.”

-David Roter

SR. Dir. Digital Sales & Strategy at ESPN

Combined, the iPhone and the iPad constituted more

than 50% of the total traffic to the site

Why

FDG?


e

Key Takeaways• The majority of media interactions are screen-based, and so marketing

strategies should no longer be viewed as ‘‘digital’’ or ‘‘traditional’’.

• Consumers turn to their devices in various contexts. Marketing and websites

should reflect the needs of a consumer on a specific screen.

• The sequential usage of mobile devices makes it imperative that business

enable customers to save their progress between devices. Saved shopping

carts, ”signed-in”, etc.

• During simultaneous usage, content viewed on one device can trigger specific

behavior on the other.

• Consumers shop differently across devices, so business should tailor the

experience to each channel.

• Most of the time when TV is watched, another screen is being used. These

instances present the opportune time to convey your message and inspire action.

• Best-in-class mobile marketing initiatives do not operate in a vacuum.

They formulate the core of an integrated and relevant cross-channel

strategy. In order to maximize their marketing efficacy and revenue

contribution, their performances are measured, analyzed and

improved. We know how to manage those plans.

• We are storytellers and brand builders blended with user-centered

designers, technologists and analysts. The collision of these poles can

cause overwhelming tension between the idea and the user. Our

execution of great work solves that tension—a resolution we live for.

End to End Solutions


e

Why

FDG?

111 John St., 4th Floor,

New York, NY 10038

FreshDigitalGroup.com

Date post:	02-Jul-2015
Category:	Technology
Upload:	chris-pfaff
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