Today, 90% of media consumption is screen based. In 2014, the number of mobile devices in the world will exceed the global population. By 2018, there will be 1.4 connected mobile devices per person. That means that, as people move through the world, they will increasingly move with at least one other screen in hand (and even more devices on hand). While the Second Screen revolution may have started with distracted television viewers, today, the multi-screen world demands marketers who know how to plan for it. This presentation breaks down second screen strategy into actionable advice specifically for event marketers. Yet the trends in consumer behavior apply to all brands that seek to connect with the people who matter most to them in an increasingly screen-based world.

1. THE
SECOND
SCREEN
planning for (and against)
event marketing strategies
for a multi-screen world

2. VP, STRATEGY DIRECTOR
JACK MORTON WORLDWIDE
@BENGROSSMAN
#2ndScreenStrategy
Ben Grossman
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

3. THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST
Second Screen Agenda

4. THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST
Second Screen Agenda

5. 1.4MOBILE DEVICES
PER PERSON
BY 2018
Cisco, 2014

6. 18XTHE SIZE OF THE ENTIRE
INTERNET IN 2000.
2013 DATA TRAFFIC WAS
Cisco, 2014

7. NOT
SURPRISING,
SINCE
90%OF MEDIA CONSUMPTION IS
SCREEN BASED
10% ANALOG
90% DIGITAL
Google, 2012

8. AND GIVEN
THAT WE LIVE IN
A WORLD WHERE
ATTENTION
IS A
PRECIOUS
COMMODITY,
PEOPLE SPEND A
LOT OF TIME
LOOKING AT
MULTIPLE
SCREENS.

9. ENTER
THESECONDSCREEN

10. THE
SECOND
SCREEN
Use of a screen-based
device concurrent with the
consumption of another
form of linear content on a
separate screen.

11. THE
SECOND
SCREEN
Once specific to screens
secondary to the television,
today, the term has come
to describe consumers’
multi-screen habits and
cross-screen journeys.

12. 2005 2007 2009 2011 2013
THE
SECOND
SCREEN
Peaked, it has!
2004-2014: RISE OF TERMINOLOGY
85%of smartphone and tablet
owners use their devices while
watching television.
Google Trends, 2014, Nielsen

13. 26%
THAT MAY SOUND
DISTRACTING.
BUT, LOOK CLOSER
AND THERE’S A
MAJOR
OPPORTUNITY.
Viewers using a sync
application to view TV
programming showed a
higher engagement rate than their
solo-screen viewing counterparts.
Time Warner, 2013

14. AND BRANDED
APPLICATIONS
HAVE PERFORMED
BETTER THAN
GENERICS.
BRANDED
144 INDEX
INCENTED
131 INDEX
GENERIC
115 INDEX
SECOND SCREEN MOBILE
APPLICATION ENGAGEMENT
Time Warner, 2013

15. THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST
Second Screen Agenda

16. The simultaneous use of
screens where activities or
content are related, and thus,
stands to increase
engagement.
MULTI-TASKINGCOMPLEMENTARY
2 TYPES OF
SECOND SCREEN BEHAVIOR
The simultaneous use of
screens where activities or
content are unrelated, and
thus, constitutes a potential
distraction.
78%22%
Microsoft, 2014

17. MULTI-TASKINGCOMPLEMENTARY
“If there’s an actress that I
recognize, but I can’t
remember where I recognize
her from, I’ll just do a quick
search on IMDB, or
something like that.”
-Andrew
“Just out of habit, picking up
the touchpad or the phone
and deciding to search on
the internet for a little bit. [...]
It’s frustrating that I do it
though, because you feel like
you don’t stay as engaged...”
-Bradley
2 TYPES OF
SECOND SCREEN BEHAVIOR
Microsoft, 2014

18. 9%
15%
23%
25%
42%
44%
60%
SECOND SCREEN ACTIVITIESEMAIL
INTERNETBROWSING
SOCIALMEDIA
GAMES
SEARCH
WORK
VIDEO
Microsoft, 2014

19. MULTI-TASKING
REAL-TIME
RESEARCHING
COMPLEMENTARY
SITUATIONAL
SOCIALIZING
ONGOING
GRAZING
GREAT
ESCAPING

20. REAL-TIME
RESEARCHING
A simultaneous journey where
consumers view related content on
two or more devices at the same time.
Generally motivated by curiosity,
desire for efficiency and habit.

21. SITUATIONAL
SOCIALIZING
Connecting with like-minded
communities, using first screen content
as a catalyst for conversation.
Generally motivated by extroversion,
desire for connection and habit.

22. ONGOING
GRAZING
The most common behavior; users
access separate, unrelated content in
order to multi-task.
Generally motivated by habit,
personal preference and efficiency.

23. GREAT
ESCAPING
In the absence of interest in first
screen content, consumers jump to a
second screen, unrelated distraction.
Generally motivated by boredom,
desire for efficiency and habit.

24. THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST
Second Screen Agenda

25. Create A Multi-Screen Experience
Encourage Real-Time Researching and Situational
Socializing by actively suggesting a Second Screen
experience to attendees. Possibilities include:
1. Real-Time Engagement: Use a Mobile App or hashtag
to encourage voting or live questions.
2. Contextual Networking: Offer a private LinkedIn Group
or Mobile App-based social network for attendees.
3. Optional Deep-Dive: Enrich the first screen by providing
complementary content that offers more depth through a
Mobile App or online destination.

26. Provide Durable Content
Plan for some level of Ongoing Grazing and, in
worst cases, Great Escaping, by making key content
available after the first screen experience is over.
1. Digital Archives: Tap into popular, search engine
optimized digital archives like Slideshare, Issu or Podcasts.
2. Hard Copy Resources: On the way out of a session,
distribute a “Top 10 Takeaways” list.
3. Dedicated Follow-Up: Post-event communications
(email, Mobile App or phone call) are key and often lead to
a second wave of social amplification.

27. Use Snackable Content
Whether it’s to enable Situational Socializing or to
grab attention when an audience has begun
Ongoing Grazing, small-form content is key.
1. Organization of Information: Carefully organize and
curate content into numbered lists and a predictable flow.
2. Tweetable Tips: Use suggestions like “Tweetable Tips” to
encourage audiences to engage in Situational Socializing.
3. Statistics: Cited statistics can both offer an opportunity for
content sharing and also encourage Real-Time Researching
as attendees seek to be helpful and learn more.

28. THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST
Second Screen Agenda

29. Design Audience Interaction
It’s harder to ignore peers
than it is to ignore a third
party presenter or
facilitator. Additionally, for
more senior audiences,
engagement with peers is
a key value proposition
that brands can offer. PYMNTS.com hosts a ThinkAThonTM
at itsannual Innovation Project to solve the
industry’s most vexing questions.

30. Require Use of the Second Screen
Second Screen distraction
(multi-tasking) becomes
less of a risk when an
audience is required to
actively use it to engage in
the content being
presented. Solutions can
either leverage personal
devices or arm attendees
with loaned devices.
Disney’s Second Screen offering requiresusers to synchronize iPads with live films toenrich the experience, engaging audiences atevery turn of the film.

31. Immerse The Audience
Consider breaking away
from traditional audience
and presenter formats in
order to provide a more
immersive experience for
attendees. When attendees
are standing, engaging
and conversing with peers,
Second Screen multi-
tasking is less of a threat.
BP’s London Olympics Technology Experiencehad attendees on their feet in the middle ofjaw-dropping 3D Projection mapped roomsas part of an immersive presentation.

32. BRAND
EXPERIENCE
PRINCIPLES
INSPIRE
SHARING
ADD
VALUE
USER-
FIRST
DESIGN
ON
(NOT IN)
THE
WAY
ENGAGE
ALL

33. THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST
Second Screen Agenda

34. VP, STRATEGY DIRECTOR
JACK MORTON WORLDWIDE
@BENGROSSMAN
#2ndScreenStrategy
Ben Grossman
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

35. THE
SECOND
SCREEN
planning for (and against)
event marketing strategies
for a multi-screen world