Date post: | 10-May-2015 |
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The Biggest Problem In TV
Todd Green / Loughborough / Oct 2013 / @mediademicblog
What’s the biggest problem in TV right now?
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Split
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attention
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There’s a lot of competition for attention
@mediademicblog
And it’s only going to get tougher
Over 70% of 15 year olds have a smartphone, and over half of
13 year olds
Tablets for kids are mostly shared but access (at home)
is 50% aged 15
hBp://ben-‐evans.com/benedictevans/2013/10/4/children-‐and-‐devices
@mediademicblog
So, what’s the plan for producers?
@mediademicblog
2. Match existing behaviours
1. Measure what’s happening
3. Learn from the best
@mediademicblog
Measure what’s happening
1.
1983: Very little data available
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hBp://www.youtube.com/watch?v=zmsLYxBNWCo#t=2m42s
2013: Creativity can be measured
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%viewers watching at a given moment
during the video
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What
is available?
data
How can we measure stuff in TV in 2013?
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Data in TV: BARB ratings
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Data in TV: Facebook
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Data in TV: Twitter
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Data in TV: YouTube
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Data in TV: Catch-up services
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Data in TV: Streaming services
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Data in TV: Second-screen apps
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Data in TV: Multiple connected services
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KPIs
Metadata Behaviours
Interactions
What types of data are available for TV?
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What types of data are available for TV?
Metadata
Show descriptions (types/actors/run time), consumer profiles, external reference points…
Behaviours
Funnels, drop-offs, CTR, conversions, shares…
KPIs
Ratings, views, viewers, £, sessions, ads served,
registrations…
Interactions
@s, #s, SMSs, votes, emails, applications, taps, buzzes…
@mediademicblog
What kinds of measurements to these data sources give us?
Metadata
How do we improve discovery and retention?
Behaviours
What are people actually doing with what we give them?
KPIs
How much do people watch?
Interactions
How engaged are our viewers?
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Match existing behaviours
2.
TV execs want it to be like this…
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… but the reality is often more like this
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… or even like this
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Thanks for the image: hBp://storytechlife.com
What are people actually doing while watching TV?
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hBp://www.nielsen.com/us/en/newswire/2013/acUon-‐figures-‐-‐how-‐second-‐screens-‐are-‐transforming-‐tv-‐viewing.html
Good news! Some of these things relate to the TV!
@mediademicblog
hBp://www.nielsen.com/us/en/newswire/2013/acUon-‐figures-‐-‐how-‐second-‐screens-‐are-‐transforming-‐tv-‐viewing.html
Four types of second screen behaviours that relate to TV shows
@mediademicblog
Chat more
Watch more Play more
Know more
Chat more = Social apps
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With the show
With the stars
With other viewers
Know more = Data apps
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More info
Data visualisations
Data as content
Watch more = Bonus apps
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More video
Organic extensions
Extend the story
Play more = Participation apps
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Play along
Play anytime
Editorial impact
Match existing second screen behaviours
@mediademicblog
Chat more
Social apps
Know more
Data apps
Watch more
Bonus apps
Play more
Participation apps
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Learn from the best :)
3.
Case study: The X Factor UK app
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1. Twitter for acquisition
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2. Fifth Judge / Quizzes / Polling for retention
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3. Voting / Sponsorship for monetisation
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Hear about the show ARM funnel
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Watch
Watch again
Emotional involvement
Vote
Social participation
Hear about the show ARM funnel
@mediademicblog
Watch
Watch again
Emotional involvement
Vote
Social participation
Acquisition
Retention
Monetisation
@mediademicblog
ARM funnel
Acquisition Retention Monetisation
@mediademicblog
So, what’s the plan for producers?
@mediademicblog
2. Match existing behaviours
1. Measure what’s happening
3. Learn from the best
The Biggest Problem In TV
Todd Green / Loughborough / Oct 2013 / @mediademicblog