1. Jeroen Elfferich
@jeroen020
exmachinagroup.tv
(EN VICE
VERSA)
HOE
ONLINE
TV
VERSTERKT
Online Tuesday
9 September 2014

2. EX MACHINA GROUP
STRATEGIES & CONCEPTS
Experts in second screen, social TV and
transmedia
Provide extensive research and case
studies
Define strategic objectives & KPI’s
Determine scope
Forecast reach and revenue
Create engaging concepts and formats
PROJECTS & PRODUCTS
Design customised second screen projects
Offer ready-made format and domain-specific
products
Build second sceen apps
Deploy, test and optimize
PLATFORM & OPERATIONS
Massive participation platform
Scalable infrastructure
Interfaces for Facebook and Twitter
For live, linear and on-demand
Proven up to 1.5 million concurrent users
Over 10.000 hours of second screen
supported

3. PARTNERS & CUSTOMERS

4. TV IS THE GREATEST
MEDIUM ON EARTH

5. BUT THE COMPETITION FOR THE
VIEWER’S ATTENTION IS INCREASING
Source: Nielsen 2012
87% OF US VIEWERS USE THEIR DEVICES
WHILE WATCHING TV
SOURCE: NIELSEN

6. THREAT
OPPORTUNITY
€ €
Multitasking
Loss of loyalty
Decrease of effectiveness
Intensified competition
from online platforms
Multi Screening
Increases tune-in
Engagement
Better ad effectiveness
Additional commercial models
Big data, from viewer to user

7. THE MULTI SCREEN LANDSCAPE
Second Screen Social TV Transmedia
• Orchestrated
• Unstructured
• Extending story lines
• Integrated
• Social conversation
• Multi-channel
• Real-time interaction
• Chat and comments
• Continuous timeline
• Play-along formats
• User generated content
• Additional content
• Hashtags
• Real-time statistics
• Twitter, Facebook etc.
• Multi camera video etc

8. THE MULTI SCREEN LANDSCAPE
Generic
Bespoke
Non-simultaneous
Simultaneous
Transmedia Second
Screen
Social TV

9. Additional content
Interaction
Navigation
Social
interaction
NARRATIVE
First screen

10. Navigation &
discovery
Social aggregation
Interaction Related content

11. STRATEGIC OBJECTIVES
Attract a younger
audience by rejuvenating
a format through
interactive engagement
and viewer input
INCREASE
LOYALTY
REJUVENATE A
FORMAT
Increase viewer loyalty
through interactive
engagement and
enhanced story telling
TUNE IN AND
BUZZ
GAIN VALUABLE
INSIGHTS
Improve programs with
valuable insights about the
individual viewers
demographics and usage
Drive tune-in through social
buzz and cross promotion.
REVENUE S
Protect existing
advertising revenues and
create new ones.

12. TF1 CONNECT TUNE-IN & BUZZ

13. VALUABLE INSIGHTS ELECTIONS

14. VALUABLE INSIGHTS ELECTIONS
29%$
10%$ 10%$
27%$
9%$ 8%$
3%$ 3%$
35%$
30%$
25%$
20%$
15%$
10%$
5%$
0%$
Ru-e$ Roemer$ Wilders$ Samson$ Buma$ Pechtold$ Sap$ Slob$
De&Hond&1119&
live.rtl.nl&
Stemmen&
30%&
25%&
20%&
15%&
10%&
5%&
0%&
Ru:e&
Roemer&
Wilders&
Samson&
Buma&
Pechtold&
Sap&
Slob&
29%&
10%&
10%&
27%&
9%&
8%&
3%& 3%&
28%&
10%&
12%&
30%&
7%&
7%&
4%&
2%&
25%&
14%&
13%&
25%&
8%&
8%&
3%& 4%&
Stemmen&
live.rtl.nl&
De&Hond&1119&

15. FORMAT REJUVENATION KASSA

16. KASSA!

17. MILJOENENJACHT BINGO
LOYALTY & NEW SOURCE OF REVENUE

19. SECOND SCREEN
OPPORTUNITIES FOR ADVERTISERS
DRIVE ONLINE &
SOCIAL REACH
9/4/12 PlayToTv -‐‑ CMS
RTL Nieuws Verkiezingen -­ Carré debat
User Statistics
Total amount of user accounts in system at end of show 259266
Total amount of users that participated in this session 126215
Total amount of users accounts linked to facebook at end of show 17333
(13.7%)
Total amount of users with online Facebook friends 7469
(43.1%)
Average Facebook friends online 1.172
Average Facebook friends online with at least one friend 2.719
User Statistics For Episode
Connected Clients Over Time Joined Users Over Time
160,000
120,000
80,000
40,000
0
18:40:00
18:29:00
19:02:00
18:51:00
19:24:00
19:35:00
19:13:00
19:57:00
19:46:00
20:19:00
20:08:00
20:41:00
20:30:00
21:14:00
20:52:00
21:03:00
21:36:00
21:25:00
21:47:00
22:09:00
22:20:00
21:58:00
DRIVE TUNE-IN &
STEER RATINGS
rtl-‐‑nv-‐‑production-‐‑director01.playtotv.com/playtotv-‐‑admin/#shows/50338b04e4b05bb942642767/epi… 1/6
GENERATE
CONVERSION
CREATE
ENGAGEMENT

20. CONTENT STRATEGY
GENRE FIT
Transmedia Social TV Interactivity
Game shows o o ++
Talent/reality o ++ ++
News/talkshow + + +
Event/gala + ++ +
Sports o ++ ++
Drama/series ++ + o
Movie + o o
Ad breaks + o +
Day/late night TV o o ++

21. A clear strategic objective is
directly related to the business
objectives and provides guidance
for all further decisions.
TV departments and digital need to
cooperate and not compete.
Multiscreen communication is very
intrusive. Use that, but don’t abuse it.
SET CLEAR
STRATEGIC
OBJECTIVES
CREATE PLENTY
CALLS-TO-ACTION
AND FEEDBACK
LOOPS
LOOK FOR THE
VALUE IN CROSS
SCREEN
SYNERGIES
INTEGRATE
DIGITAL, TV,
EDITORIAL AND
COMMERCIAL
ACTIVITIES
A call-to-action makes viewers
aware of the possibility to interact
with the television. Feedback loops
make the interaction meaningful.
The value of multiscreen usage is
in the ability to turn passive
consumption into active
participation. Participation drives
engagement.
DON’T
UNDERESTIMATE
THE PRODUCTION
CHALLENGES
Mass participation concepts are
extremely bursty, have no margin
for error and mistakes get
amplified. This requires a very
thorough development and testing
process, which requires
experience, time and money.
OUR APPROACH
FIVE GOLDEN RULES FOR MULTI SCREEN SUCCESS

22. Thank You!
@jeroen020
exmachinagroup.tv