Presentation at MedienWoch during IFA in Berlin, September 2011

1. Using the Second
Screen:
Linking TV, Games
and Social media
#ifa
#medienwoche
@jeroen020 1

2. We like Games, TV & People
HQ in Amsterdam, US office in SF
Entertainment & Advertising

3. TV is huge
250 billion hours/yr
20.000 ads
$140B
Etc.

4. 4

5. 1988
The ‘Henny
Huisman Effect’ is a
situation where the
national phone
system grinds to a
halt due to a
sudden, massive
amount of phone
calls.

7. 1999 Big Brother: Making headlines worldwide
Interactive voting via SMS and IVR
Today still broadcast in 32 countries, 320 million viewers

9. TV, Internet, Meals
“The amount of
time we watch TV
on a TV set is
growing again”
2006: 143 min/day
2008: 135 min/day
2010: 148 min/day

10. TV vs Social
UK viewers spend 35x more time watching
television than on social networks

11. TV vs Social
If television consumption were to stay flat as
of May 2011, and if time spent on Facebook
continued growing at the same pace as
maintained in the last two years, in ten
years’ time aggregate UK time spent on
Facebook would have reached ten per cent
of TV viewing. (Deloitte)

13. “Mainstream TV viewing, more and more,
they have a device in their hand (…) when
‘Glee’ starts, tweets per second shoot up 100
times and stay that level until the show
ends.” (Twitter CEO)
“We may extend Facebook (…) to TV check-
ins” (Facebook VP EMEA)

14. “Everyone says that social television will be
big. I think it’s not going to be big — it’s going
to be huge. (…) It’s going to change the
landscape of the industry.” (Endemol Group
CEO)
“People's appetitite for live, shared,
communal experience is actually more
voracious than ever...” (ITV CEO)

15. "The old adage that TV is a lean-back
experience compared to lean-forward web
surfing no longer holds true, our research
shows that increasingly people are doing both
simultaneously.”
Ivan Ristic, Diffusion
Social networks and television complement
each other. People use social networks as
they watch television; social networks are
used to talk about television.

16. Second Screen
• In US, 75% use TV and internet
simultaneously
– 50% do so every day (Clustalabs)
• 86% of US mobile internet users use their
phone while watching TV (Yahoo!Nielsen)
• 72% of under 25’s in the UK comment on
programs via social networks (Digital
Clarity)
• 30% of total iPad usage is while watching
TV (Nielsen)

18. 1, 2, 3, 4 Screens
TV
– Proprietary operator boxes (‘Red Button’)
– Connected TV & OTT, Boxee, Apple TV, Google
TV, Xbox, …
Laptop
– Browser
Smartphone
– Browser, apps
Tablet
– Browser, apps

19. the art of scheduling

20. beyond the check in

21. TV & Game Mechanics
TV is an event
– Live or linear
Content scheduling
Artificial Scarcity
Episodical content
Game mechanics
– Collect, earn points, get feedback, exchange,
customize
Rewarding loyalty and achievements

23. • December 2010,
90 minutes, pre-
recorded
• ~800K viewers
• Features: Real
Time Q&A,
Predictions,
Bonus
Questions, Post
to Twitter,
Facebook
• >1% participation
rate

24. • Call To Action
hugely important
• Bonus questions
overlooked
• HTML5 rules
• The power of
iPad: 12% of
users
• Experienced
internet users
(FF, Chrome)
• (Pre)registration
not important

26. • Semi-final &
final, January
2011, 120
minutes, live
• Features: live
rating, post to
Twitter/
Facebook
• Website
takeover ‘widget’
• About 3 Million
viewers

27. • Accurate prediction
• Talent > clock
• Call to action on TV
tripled users
• 7% iPad, 7% phones
• Tweak algorithms &
controls
• Embedding vs
destination
• Twitter, facebook
integration

28. Das Grosse Allgemeinwissensquiz
Sat.1 / June 2011
28

29. 29

30. • Quiz with
synchronized
questions to TV
• Score model, friends
challenge
• Operated by Sat.1
• High amount of
concurrent players
• Call to action on TV
very successful
30

32. Case:
Germany’s
Next
Top
Model

38. } Launch quick & iterate
} Metrics, metrics, metrics
} Pilot, episodes, seasons
} Artificial scarcity works
} Make the moment matter
} Interaction over form
} Balance show-specific and
generic, social features

39. } A TV is a TV
} Live > pre-recorded > on-
demand
} Register optionally & at any
moment
} Format relevance
} Be careful with apps
} Synchronous & synchronized

40. } Make technology invisible
} … but make it scale
} Me vs tribe vs nation
} Say it loud, say it often, say it
proud!
} Ads, product placement,
freemium, skill, …
} 2% conversion is easy
} 10% achievable
} …

41. 1. Add second screen to
existing formats
2. Create new TV formats
optimized for second screen
3. Blending interactivity, story,
moment, impulse, scale,
game mechanics

42. It’s Not About People Watching Connected TV
It’s About Connected People Watching TV

43. ex
machina
games
www. .com