1. Social TV
The rise of dual/multi-screening
Tess Langley
@tesslangley

2. About me
• Social media account manager at O&G
• Internet/social media addict
• Self confessedmulti-screener

3. What is multi screening?
The use of multiple
devices to carry out
tasks:
• Smartphone
• Laptop/tablet
• TV

4. Google study into new multi-
screen world
Key findings:
• 90% of all media
consumption is screen-
based
• Context drives device
• Smartphones most
common starting point for
online activities
• Average 4.4hrs of leisure
time in front of screens
per day (!)
Source: http://bit.ly/VGGTKd

5. Google study continued…
• TV no longer commands full attention - consumed
simultaneously
• 77% of people used smartphone/laptop/tablet whilst
watching TV
• Compulsion. Spontaneous. Almost involuntary?

6. Sequential or Simultaneous?

7. Complementary or
multitasking?
• TV is a catalyst for search
– Product in advert
– Hashtag
– “What else has that actor been in?”
• Spontaneity
• Convenience
• Immediacy
• Impulse
• Social media – share TV viewing with others

8. The worries of a multi-screener
Simultaneous multi-screening –
complementary activity

9. Social networking multi-screening
• Brandwatch – Is Twitter transforming the way we watch TV?
– Twitter conversation during 50 top UK/US TV shows
• Key findings:
– 60% Twitter users tweet while watching TV
– Less than half TV shows include official hashtag in broadcast
– Hashtag included = 63% increase in tweets
Source: http://bit.ly/13S3dk8

10. Social TV
Taking TV viewing from passive to active
• Zeebox
– Synchronised with live TV
– TV viewing sidekick
– Live social mentions
– Look up content in programme
– Live Zeetags
– Change channel
• Shazam ads
– Bonus content/music downloads/competitions
• Smart TVs
• Google Glass
Simultaneous multi-screening –
complementary activity

11. Finally!

12. Multi-screening & marketing
• Recapture attention from audience
• Huge opportunity for synchronisation
• Interactive content
– Relevant to programme
– Incentivising
– Spontaneity – impulse interaction
– Multi-device targeting  integrated campaigns
– Amplify message
• Enhance TV viewing
– Additional information
– Advertising
– Calls to action

13. Summary
• Multi-screening = Cultural shift – immediate information
gratification
• Recapture attention - companion apps
– Content-centric
– Additional value
– Enhance experience
– Interactive
– Shareable – amplify message
@tesslangley