The document discusses how consumers increasingly use second screens like mobile phones while watching TV or content. It cites statistics that 88-96% of audiences have their mobile phones on hand while watching TV, and check them once every 18 minutes on average. This is due to people's need for instant gratification and never having a dull moment. When using second screens, 31% of people browse content-related topics and 19% engage in discussions about the content. The document advocates that content providers should aim to provide interactivity and social experiences to keep audiences engaged during content and ad breaks, similar to how social media platforms operate.

1. IABM Copyright 2019@THEIABM www.theiabm.org
Dagmar Mäe
CRO, Co-Founder
dagmar@votemo.eu
votemo.eu
How to beat
micro attention
with interactivity
Keynote at IBC Future Zone, 2019

2. Divider
Average person checks
his mobile phone
52 times
a day
Source: Deloitte 2018
Once in every
18,5 min

3. IABM Copyright 2019@THEIABM www.theiabm.org
When is mobile used?
Source: Deloitte 2018

4. Divider
An in-home eye-tracking study
that Facebook IQ commissioned
in the US revealed that 94% of
participants kept a smartphone on
hand while watching TV, making
mobile nearly as common a TV
companion as a remote control.
Source: FB IQ 2017
+

5. IABM Copyright 2019@THEIABM www.theiabm.org
88-96% of the audience likes to have their
mobile phones on hand while watching TV
content; They check it at least once in 18
minutes.

6. IABM Copyright 2019@THEIABM www.theiabm.org
The growth in consumers performing activities on a second screen
can partly be attributed to the basic human need for instant
gratification* as well as never wanting to have a dull moment.
*Wanting immediate benefits rather than
focusing on long term results.
Source: Ericsson 2016
Why does audience reach
out to 2nd screens?

7. 31% Browse the internet on content related topics.
19% Engage in discussions about the content.
Source: Ericsson 2016
What do they do on the
2nd screen?

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“With no signs of shrinking,
social media is the main online
activity for consumers.”
Source: Ericsson 2018; GlobalWebIndex
Time spent on
Social Media
136
MINUTES
Per Day
=

9. Divider
57% Use
instant
messaging
Source: Deloitte 2018
62% Scroll
for updates
What does audience do
on social media?

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What advantage does
social media have over
content owner?
1.Data
2.Social
experience

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April
May
June
July
0 25 50 75 100
Interaction = Data =
Better tailored content
+ =
7%
8%
10%
11%
29%
35%
Get data through
interaction

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NEED FOR SOCIAL EXPERIENCE
“Friends” Warner Bros. Television

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Our current experience with TV shows indicates that
audience interaction rates increase during ad breaks.
Consequently, when giving the audience an opportunity
to interact, they stay with the shows content also during
ad breaks and are therefore more likely to stay with the
show also after the brake.
How to fight against
audience dropping off
during ad breaks?

14. IABM Copyright 2019@THEIABM www.theiabm.org

15. Win your audience over by giving them the
kick they get out of social media, within your
curated content and environment.
Interaction = Instant gratification
Social experience

16. IABM Copyright 2019@THEIABM www.theiabm.org
Dagmar Mäe
CRO, Co-Founder
dagmar@votemo.eu
votemo.eu
Thank You!
Keynote at IBC Future Zone, 2019