this is the presentation I held at social media week in berlin in 2012. the thinking is that 2nd screen can replace the traditional advertising model on the 1st screen - so far no tv channel was courageous enough to go for it ;)

1. AUGMENTED TV
Kai Platschke
Social Media Week Berlin
25.09.2012
© 2012 by Kai Platschke* !

2. WE HAVE RECENTLY INVESTED A
LOT OF TIME AND MONEY IN
THIS TOPIC, WHY?
© 2012 by Kai Platschke* !
2

3. 01 02 03 04 05 06 07
EVERYONE TALKS ABOUT IT
© 2012 by Kai Platschke* !
3

4. EVERYONE TALKS ABOUT IT à
http://open-social-publishing.com/2012/07/18/innovation-case-multisensoral-publishing-toyotaund-shazam/
CONTENT
PRODUC.
BRANDS
STATIONS since a
In US
TV SET MANUF.
while, here Toyota
tested it:
shazaaming TV
spots – not really
augmented TV, but
augmented
advertising ;)
SM PLATFROMS
CABLE PROVIDER
GOVERNMENTS
SET TOP BOX
PROVIDERS
© 2012 by Kai Platschke* !
4

5. EVERYONE TALKS ABOUT IT à
BRANDS
CONTENT
PRODUC.
STATIONS
TV SET MANUF.
SM PLATFROMS
CABLE PROVIDER
GOVERNMENTS
SET TOP BOX
PROVIDERS
Preparing their
content for view on
tv sets, e.g.
through apps on tv
sets, some even by
pay per
subscription
© 2012 by Kai Platschke* !
5

6. EVERYONE TALKS ABOUT IT à
http://www.justapps.de/2011/augmented-tv-pro-sieben-testet-galileo-quiz-mit-iphoneinteraktion/
BRANDS
CONTENT
PRODUC.
STATIONS
TV SET MANUF.
SM PLATFROMS
GOVERNMENTS
© 2012 by Kai Platschke* !
CABLE PROVIDER
Viewers of the
show can answer
questions shown
on the TV screen
with the help of the
application Junaio
on their iPhone
PRO7/JUNAIO
PRO SIEBEN TESTS IPHONE INTERACTION WITHIN
THEIR SHOW GALILEO
SET TOP BOX
PROVIDERS
6

7. EVERYONE TALKS ABOUT IT à
http://www.engadget.com/2012/01/10/sky-to-introduce-augmented-tv-viewing-with-zeeboxcompanion-ap/
BRANDS
CONTENT
PRODUC.
STATIONS
TV SET MANUF.
SM PLATFROMS
GOVERNMENTS
© 2012 by Kai Platschke* !
Once released, you'll be
able to connect with
fans of the same
shows, , digest more
program information
and even purchase onscreen products.
Still, zeebox today is not
much more than a TV
guide
CABLE PROVIDER
SET TOP BOX
PROVIDERS
SKY/ZEEBOX
SKY TO INTRODUCE AUGMENTED TV VIEWING WITH
ZEEBOX COMPANION APP
7

8. EVERYONE TALKS ABOUT IT à
BRANDS
CONTENT
PRODUC.
STATIONS
TV SET MANUF.
SM PLATFROMS
GOVERNMENTS
© 2012 by Kai Platschke* !
CABLE PROVIDER
7,5M Haushalte werden
Ende 2012 in D einen
Smart TV haben
(Horizont), 55% aller TV
die gekauft werden sind
smart TV – kein anderes
Gerät hat sich so
schnell verbreitet
SET TOP BOX
PROVIDERS
8

9. EVERYONE TALKS ABOUT IT à
BRANDS
STATIONS
CONTENT
PRODUC.
Facebook holds a lot of
video content (like tape
tv) that is already in
apps on gaming
consoles and TV sets.
Perfect for social
viewing, like
commenting in the same
window than the show
TV SET MANUF.
SM PLATFROMS
CABLE PROVIDER
GOVERNMENTS
SET TOP BOX
PROVIDERS
© 2012 by Kai Platschke* !
9

10. EVERYONE TALKS ABOUT IT à
BRANDS
CONTENT
PRODUC.
Depending on the
provider you‘ll have an
additional menu on your
screen, with a different
set of apps
and services (like
recording, replay, etc.)
STATIONS
TV SET MANUF.
SM PLATFROMS
CABLE PROVIDER
GOVERNMENTS
SET TOP BOX
PROVIDERS
© 2012 by Kai Platschke* !
10

11. EVERYONE TALKS ABOUT IT à
BRANDS
CONTENT
PRODUC.
STATIONS
TV SET MANUF.
SM PLATFROMS
CABLE PROVIDER
GOVERNMENTS
SET TOP BOX
PROVIDERS
Apple TV or Google TV
(end of Sept finally
available in Germany,
through a Sony Box).
Plus many more, even
HAMA has a own
program available with a
Wii like remote control
© 2012 by Kai Platschke* !
11

12. EVERYONE TALKS ABOUT IT à
http://www.spiegel.de/netzwelt/web/ard-und-zdf-im-netz-umstrittene-expertisen-a-626970.html
CONTENT
PRODUC.
BRANDS
The RundfunkstaatsSTATIONS rules exactly the TV SET MANUF.
vertrag
role and objectives of
German tTV
It does not allow certain
engagements in content
and internet / online
offers
SM PLATFROMS
CABLE PROVIDER
GOVERNMENTS
SET TOP BOX
PROVIDERS
© 2012 by Kai Platschke* !
12

13. 01 02 03 04 05 06 07
STILL NO ONE AND NO WORDING
HAS CONVINCED EVERYONE
© 2012 by Kai Platschke* !
13

14. YEAH. ;y little Slideshare presentation is #1 in the
Google results for “Augmented TV” à
© 2012 by Kai Platschke* !
14

15. 01 02 03 04 05 06 07
THERE ARE PRODUCTS POPPING
UP ALL THE TIME
© 2012 by Kai Platschke* !
15

16. TVTAK
AUGMENETD REALITY MEETS TV
/ SHAZAAM
/ SOUND RECOGNITION
Our Comment:
Hold your smartphone in front of your TV and
will see even more advertising!!! – same is
valid for Shazaam btw …
http://www.youtube.com/watch?v=cvlf4By8v4U
© 2012 by Kai Platschke* !
16

17. INTO_NOW
THE NEW YAHOO! THING GOES BEYOND SOCIAL TV
Our Comment:
Looks like this is to find out what I am watching
and then share this fact … well, Videotext and
Facebook would do, too
http://www.youtube.com/watch?v=qZMNElVpKtQ
© 2012 by Kai Platschke* !
17

18. META MIRROR
THE FUTURE OF TV
Our Comment:
We like the idea, because it’s about relevance.
http://www.designbynotion.com/metamirror-next-generation-tv/
© 2012 by Kai Platschke* !
18

19. SOCIAL TV
MANY APPS CONCENTRATE JUST ON THE SOCIAL FEATURE
http://www.stern.de/digital/homeentertainment/social-tv-alleine-fernsehen-war-gestern-1774324.html
© 2012 by Kai Platschke* !
19

20. 01 02 03 04 05 06 07
RESEARCH SHOWS HOW TV
CONSUMPTION CHANGES
© 2012 by Kai Platschke* !
20

21. - Up to 90% of iPad users (FullSIX
GROUP/OTO study 2011,
depending on market) have used
it in parallel to watching TV.
- And that does not include those
who go online with their mobile
phone, laptop, gaming console,
MP3 player, android tablet or
desktop.
© 2012 by Kai Platschke* !
21

22. The traditional TV watching experience has dramatically changed à
© 2012 by Kai Platschke* !
22

23. The traditional TV watching experience has dramatically changed à
© 2012 by Kai Platschke* !
23

24. 1
Augmented TV experiences are not something for the future, but
something that has already arrived a while ago!
© 2012 by Kai Platschke* !
24

25. 1
Augmented TV experiences are not something for the future, but
something that has already arrived a while ago!
People have created it themselves and the only question that stays
unanswered is how TV stations, other content providers and brands
can use this new habit.
© 2012 by Kai Platschke* !
2
25

26. 1
Augmented TV experiences are not something for the future, but
something that has already arrived a while ago!
People have created it themselves and the only question that stays
unanswered is how TV stations, other content providers and brands
can use this new habit.
3
2
And how can this be integrated into the new marketing model of
relevancy instead of frequency – to proceed in the switch from pure
messaging towards delivering true and useful service
© 2012 by Kai Platschke* !
26

27. 01 02 03 04 05 06 07
TECHNICALLY EVERYTHING IS
POSSIBLE
© 2012 by Kai Platschke* !
27

28. EVERYTHING IS POSSIBLE à
SOCIAL
TV
AUGMENTED
TV
through the internet connection of modern TV sets it is possible that the
audience chats on Facebook via a build in Facebook App on the TV
screen, or via apps on smartphones and tablets with their friends while
watching the same program
This is what everyone tries to do/ does today.
SYNCHRONIZED
TV
© 2012 by Kai Platschke* !
28

29. EVERYTHING IS POSSIBLE à
SOCIAL
TV
AUGMENTED
TV
SYNCHRONIZED
TV
© 2012 by Kai Platschke* !
as we know what people are watching (timeline connected apps,
Shazaam like technologies, AR, etc.), we can now deliver them
additional information (recipes, ecommerce links, biographies, etc.) in a
parallel experience on their tablet or smartphone.
This is he simplest of all three, as this is based on a behaviour that we
already find in consumers’ homes today and everyone interested can
immediately start to take its part in it. That’s why this is our current focus
at FullSIX.
29

30. EVERYTHING IS POSSIBLE à
SOCIAL
TV
AUGMENTED
TV
in a personalisation model, we are now able to create personalized
viewing experiences based on behaviour, including advertising, to slowly
replace linear TV.
This is yet to come – you should follow the developments to be ready as
soon as it comes.
SYNCHRONIZED
TV
© 2012 by Kai Platschke* !
30

31. 01 02 03 04 05 06 07
WE DEVELOPED OUR OWN POV
© 2012 by Kai Platschke* !
31

32. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
© 2012 by Kai Platschke* !
32

33. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS
© 2012 by Kai Platschke* !
33

34. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS
AS IT IS SOMETHING PEOPLE DO THEMSELVES,
ALL CONCEPTS NEED TO DRIVE RELEVANCE
TO BE ACCEPTED
© 2012 by Kai Platschke* !
34

35. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS
AS IT IS SOMETHING PEOPLE DO THEMSELVES,
ALL CONCEPTS NEED TO DRIVE RELEVANCE
TO BE ACCEPTED
BIGGEST BENEFIT IS IN THE CONTENT AREA
© 2012 by Kai Platschke* !
35

36. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS
AS IT IS SOMETHING PEOPLE DO THEMSELVES,
ALL CONCEPTS NEED TO DRIVE RELEVANCE
TO BE ACCEPTED
BIGGEST BENEFIT IS IN THE CONTENT AREA
WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT
THEM!
© 2012 by Kai Platschke* !
36

37. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS
AS IT IS SOMETHING PEOPLE DO THEMSELVES,
ALL CONCEPTS NEED TO DRIVE RELEVANCE
TO BE ACCEPTED
BIGGEST BENEFIT IS IN THE CONTENT AREA
WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT
THEM!
THIS COULD BE THE LONG AWAITED START OF A NEW
FINANCING MODEL FOR TV AND MAKE IT LESS HATED
© 2012 by Kai Platschke* !
37

38. AUGMENTED TV IS READY TO BE DONE BY
EVERYONE – SO DO IT!
WE ARE CONVINCED THAT THERE IS MORE TO AUGMENTED
TV THAN SOCIAL INTERACTIONS
AS IT IS SOMETHING PEOPLE DO THEMSELVES,
ALL CONCEPTS NEED TO DRIVE RELEVANCE
TO BE ACCEPTED
BIGGEST BENEFIT IS IN THE CONTENT AREA
WE WANT TO REPLACE OLDSCHOOL ADS – NOT AUGMENT
THEM!
THIS COULD BE THE LONG AWAITED START OF A NEW
FINANCING MODEL FOR TV AND MAKE IT LESS HATED
IT SEEMS TO BE THE INTEREST OF TV STATIONS TO
ENHANCE TV-SPOTS, NOT RELEVANCE
© 2012 by Kai Platschke* !
38

39. 01 02 03 04 05 06 07
WE BUILT A PROTOTYPE.
© 2012 by Kai Platschke* !
39

40. VISION
APPS WILL ALLOW CONSUMERS TO AUGMENT THEIR
PERSONAL TV EXPERIENCE EASILY
THEY WILL GIVE BRANDS AND TV STATIONS A WHOLE NEW
UNIVERSE TO DELIVER A NEW KIND OF RELEVANT
ADVERTSISING
© 2012 by Kai Platschke* !
40

41. WE SEE THE BIGGEST OPPORTUNITIES TODAY
IN THESE 4 AREAS:
SOCIAL
FEATURES
© 2012 by Kai Platschke* !
INTERACTION
FEATURES
CONTENT
FEATURES
COMMERCE
FEATURES
41

42. SOCIAL
FEATURES
Chat, comment, like
Real time discussions
during the program
© 2012 by Kai Platschke* !

43. WE SEE THE BIGGEST OPPORTUNITIES TODAY
IN THESE 4 AREAS:
SOCIAL
FEATURES
© 2012 by Kai Platschke* !
INTERACTION
FEATURES
CONTENT
FEATURES
COMMERCE
FEATURES
43

44. INTERACTION
FEATURES
Play the game « be a
chef »
Forecast the result of the
show and win points with
your friends
Show your score on
Facebook and win a VIP
evening at the season’s
final
Show all products used in
show via augmented
reality and catch them.
© 2012 by Kai Platschke* !

45. WE SEE THE BIGGEST OPPORTUNITIES TODAY
IN THESE 4 AREAS:
SOCIAL
FEATURES
© 2012 by Kai Platschke* !
INTERACTION
FEATURES
CONTENT
FEATURES
COMMERCE
FEATURES
45

46. CONTENT
FEATURES
Bonus videos
Behind the scenes
Exclusive news on the
actors, jury members,
participants, places,
recipes, etc.
© 2012 by Kai Platschke* !

47. WE SEE THE BIGGEST OPPORTUNITIES TODAY
IN THESE 4 AREAS:
SOCIAL
FEATURES
© 2012 by Kai Platschke* !
INTERACTION
FEATURES
CONTENT
FEATURES
COMMERCE
FEATURES
47

48. COMMERCE
FEATURES
Buy all products and
utilities used in show
Buy them cheaper if more
friends join
Deliver a dish made
during the show in your
home.
Book a table in the chef’s
restaurant
© 2012 by Kai Platschke* !

49. ! DEMO
For the purpose of our prototype we have
chosen the show Glee, which is broadcasted
on SuperRTL. In the example SuperRTL has
given H&M the exclusive sponsorship for this
show, to replace traditional interruption by
spots.
http://youtu.be/dGfuNX21lqo
© 2012 by Kai Platschke* !
49

50. THAT’S IT FOR NOW.
WHAT DO YOU THINK?
© 2012 by Kai Platschke* !
50