Understanding Social TV / 2nd Screen - Plinkers, Romain DROSNE

Understanding Social TV
& 2nd screen Revolution
Decembre 2013

Romain DROSNE - CEO - @Plinkers

What are we talking about ?


Decembre 2013

This is not 2nd Screen !


Decembre 2013

This IS 2nd Screen !


Decembre 2013

This is not social TV !


Decembre 2013

This IS Social TV !


Decembre 2013

Is 2nd Screen a new eldorado ?
$5,911B

$490M
Companion Screen
US market forecasts
Market’s key components
include e-commerce
& advertising

Source : 2ndScreenSociety October 2013


Decembre 2013

2 deep trends are behind this market!
A strong need to renew TV revenues,
together with big emerging usages


Decembre 2013

Why do we need to renew the TV added value ?

Unlinearisation

Fragmentation

Disintermediation

Monetisation

= Strong erosion of historical TV

Decembre 2013

Leveraging deep trends
We entered
Mobile Era
(Tablet, Smartphones, Etc.)

The growing
culture of
Impatience

Social
Networks
addiction

new video
viewer
expectations

= Multitasking
(TV oriented)

Decembre 2013

We entered the mobile era

Other
9%
Games
8%

Talk
26%

Email
9%

Penetration of new media
technology across the 19
advanced markets (%)

Visit website
14%

9%

71,7

%

Text
20%
Social Networking
15%

Source : Zenith Optimedia Feb 2013

5,5%

13,0%

12,3%

Time Spent with Smartphones
Source : Experian Marketing Services, June 2013
* 0:49 On Android / 1:15 on iPhone

2,9%

2011

2015
Decembre 2013

The growing culture of impatience and shifting
What Social Network Is Best ?
Teen Survey, Piper Jaffray : Fall 2012-2013

The Pew Research Center’s Internet & American Life Project sums up a recent study
about people under the age of 35 and the dangers of their hyperconnected lives
with what sounds like a prescription drug warning

“Negative effects include a need for
instant gratiﬁcation and loss of patience“

45
40
35
30
25
20
15
10
05
0
Fall-12

Spring -13

Fall-13

The slower your page loads the more people run away

25

% abandonned

0 Sec


4 Sec

loading video page

50

%

10 Sec

Decembre 2013

Social Networks take part of our everyday life

89%

of the web users

declare to do social networking
Using on average 3 social networks

73%

70%

24%

22%

27%
of the time online
in the US is spent
on social networking

Everyday

53%

Source : Moxie (Publicis) September 2013


26%

9%

10%
Source Experian Marketing Services April 2013

Decembre 2013

generation create efﬁciency references

billion

Average Viewing Duration

2 29

unique users / month


B

Streams/Day

min

Source : YouTube October 2013

3rd Most visited website in the world

4

YouTube January 2012

YouTube
Dailymotion
TF1 / Wat :
Google
AlloCine

: 2min29
: 2min59
12min34
: 2min23
: 1min54

FranceTV : 8min56
auFeminin : 1min42
Orange : 4min12
Yahoo : 1min37
M6 : 26min21

100Hrs

Upload/min

Decembre 2013

Which generates that...

5265

/min

Show: «Dancing With The Stars
2013 - 11 - 23 - TF1 - 20:50 - 23:25

250220 Tweets


61413 Accounts involved

Decembre 2013

So let’s speak about Multitasking


Decembre 2013

How big is multitasking ?
Tablet or smartphone activities
while watching TV
Looked up information in
general

76%
63%

Surf on the
web
Visited a social
networking site

Smartphone owners who
simultaneously use smartphones
while watching TV
88%
80%

53%
52%

Look up informations on actors,
plotlines, athletes or teams

49%
34%

Read converstaions about the
program on social networking site

Tablet owners who simultaneously
use tablets while watching TV
86%
78%

Smartphone owners who use
smartphones while watching TV
several times a day

55%

68%

Tablet owners who use tablets while
watching TV several times a day

21%
18%

Buy a product/service that is
being advertised
Watched certains TV programing
because of something you read on
a social media site

20%
13%
15%
10%

24%


28%
24%

13%
13%

Purchase coupons or deals
related to TV program

13%
9%

Write blurbs on the program
you are watching

27%

Vote of send comments to live
program

13%
8%

Source: Nielsen June 2012

Decembre 2013

Focus on Social TV
Connecting with
other viewers

Sources : IAB, Nielsen, Hollywood Reporter, TV Guide

Seeking
additional
information

Interacting with
or inﬂuencing
content

Wanting to
analyse and
discuss content
further

Type of shows social media users are
likely to post about while watching
Comedy
Real TV
Sports

Social media activities performed while watching
a program according to US TV Viewers

56%
46%

62

38%

%

News

26%

of people use social network
while watching TV a weekly
basis
(+18% vs 2011)

60%
55%

Internet Users who
follow social media
conversation about
TV while they are
watching it
46%

16-24 25-34 35-44 45-54 55-64


41%
Email or texted people about the show

18%
Read comments on facebook or twitter about the show

17%
Post comments on facebook or twitter about the show

17%
Participated in a poll, game, etc, about the show

9%
Watched a second TV program at the same time

9%
Used an app created for a program to post/read

6%
Used an app created for a TV program in general

4%
Other

2%

37%
28%

Source : emarketer December 2012

Looked up information about the show

None

40%

26%
65+

Source Hub Research «2013 What’s TV Worth?» April 2013

Decembre 2013

What about Twitter ?
Viewers
According to Nielsen about
18/24 years old

+8,5

500M

Author

% of Tweets

on average

X50

=

+1

% TV audience

Accounts worldwide
But only

40%

Twitter TV

+14%=+1% for 35/49

19M of US Twitter TV Author

263M of tweets about US TV

+24% vs Q2 2012
Source: Nielsen Twitter TV Ratings Q2 2013

+38% vs Q2 2012

are really active

The Followers

The Intimists

The Chatters

The Influencers

Twitter authors posts about
News and society topics

2,3M
Accounts
in France

Personal events
News about stars and people
TV Shows and radio
News about their professional sector

Source: Ipsos 2013 July


14%
Only read tweets
but doesn’t post
anything

36%

31%

17%

They read and post They tweets to their
but their message
audience to
target a limited
increase it but don’t
audience
expect to influence
twitter

They tweet to be
visible and develop
the number of their
followers to
influence twitter

Decembre 2013

During TV Program

TV Ad Time = Mobile Prime Time
23,2%

69,3%

23,5%

66,8%

During TV Commercial
Source: Vivaki «The Pool» February 2013


Decembre 2013


Decembre 2013

Social TV Strategy value for a TV program...

1- Increase the number of viewers
2- Increase the equity of the program
3- Increase the engagement on the program
4- Improve knowledge about your audience/user
5- Deﬁne a clear context
6- Increase the time in contact with your audience

Improve quantitative metrics
Associate brand insights to your program
Increase qualitative metrics / loyalty
Optimize advertising investments
Improve message acceptance
Improve the value of your contact (retargeting)

Sell more & better !

Decembre 2013

Which business models
Advertising

Data & Studies

-

-

Usual mobile ad format
Synchronized ad format
Extended experience (“get more about“)
Couponing
Social ampliﬁcation (Twitter, Zam+...)

Studies
Social Metrics
Metadata management
Retargeting

Paid Engagement

e-Commerce

- Paid voting, Quizz etc.
- Betting
- Freemium

-


m-Commerce / t-Commerce
Production placement
Product linking
Licencing
Social commerce

Decembre 2013

Data is oil !

Which fuel :
- Adveritsing opportunities
- Revenue preditions
- Program content optimizations
- Content recommandation
- TV grid optimizations
- TV program promotion
...


Decembre 2013

Understanding the battleﬁeld...

INTERNET
GIANTS
Disrupt the TV market
to grab its billon
dollars

BROADCASTERS
Save their dominant
position and keep on
controling the ecosystem

PRODUCERS
Adapt to current changes
and try to grab
opportunities to get
closer with their
audience


ISPs
Keep on controling the end
user and enrich their
ecosystem/offer

CONSUMER
ELECTRONICS
Enhance the
transversality of their
hard and software
ecosystem to impose
it

NEW COMERS
Grab new business
opportunities based on
emerging usages poping
up from this deeply
changing market

Decembre 2013

And the winner is...

?

Decembre 2013

Why ?

We
are
still
here

Futur usages are not yet defined
My advice :
Ask yourself if it really makes sens to fight on apps and platforms, focus
on your historical job to find your next business models


Decembre 2013

Disintermediation = Re-intermediation

Editorial


Search

Algorithm

Social

Decembre 2013

And be courageous to shift the paradigm ?


Decembre 2013

Integrating a key learning from the last 2 years...

Alexandra Shapiro,
EVP of marketing and digital
for USA Network

“I don’t care where people engage with our content as long as I can be the curator of that conversation,”
said Alexandra Shapiro, which programs 2nd screen content for its original series.
“This is a major change in strategy - 2 years ago I would have said you have to drive people back to the
mother ship; desktop, mobile, tablet, wherever it’s supposed to live.
Now I feel like it’s wherever the user wants it.”
Source : http://www.adweek.com/news/television/twitter-killed-all-these-second-screen-apps-152266


Decembre 2013

So, Internet has made you dinosaurs.
so change yourself into oil !


Decembre 2013

Embrace the data era
Produce data, stream data, sell data and leave
platform handle them the way they want


Decembre 2013

SocialTV or 2nd screen do not really revolutionize TV usages.
It enhances & increases already existing user habits.
However it will disrupt the whole value chain and its ecosystem


Decembre 2013

Understanding Social TV / 2nd Screen - Plinkers, Romain DROSNE

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Understanding Social TV / 2nd Screen - Plinkers, Romain DROSNE