changing viewer engagement with second screen experiences

135 1 Presentation to Charles Hudson • November 19, 2014

CHANGING VIEWER ENGAGEMENT WITH SECOND SCREEN EXPERIENCES November 19, 2014

Charles Hudson Session A204


INTRODUCTION

•  What do we mean by second screen?

•  In this session we will cover –  Usage

–  Syncing and tools

–  Companion apps

–  Casting

–  Google Cast

–  Futures


SECOND SCREEN USAGE and EXPERIENCE


SECOND SCREEN USAGE

•  Since 2011 have seen a large use of second screens.

•  When watching TV, viewers are using a tablet or smartphone 68-70% of the time.

•  However what are they using the second screen for?

•  http://www.nielsen.com/us/en/insights/news/2011/in-the-u-s-tablets-are-tv-buddies-while-ereaders-make-great-bedfellows.html


WHAT ARE VIEWERS DOING

•  In 2013 Americans are at 84% usage of mobile devices while watching TV.

•  Note in all areas tablet usage is higher than smartphone while watching TV except texting.

•  Where are the eyeballs then?

•  Nielsen - The U.S. Digital Consumer Report - February 2014


SOCIAL DRIVE TWITTER STATS

•  90% of users who see a tweet on a show are more likely to view and interact. •  Tweets from cast member rank higher engagement:

–  From cast member 40%

–  From friends/family 26%

–  From show 18%

•  54% of Twitter users who recall seeing brand-related tweets during a TV show have taken action.

•  72% of Twitter users tweet during live broadcasts.

March 25, 2014 – Twitter and Fox Research reporthttp://www.mediabistro.com/alltwitter/twitter-second-screen_b55954


CATEGORIES OF USAGE BASIC DIVISIONS

INTERACTION Live program interaction

such as polls, predictions.

INFORMATION Additional fan or

customer data in context to the media position.

SOCIAL Interacting with social

feeds, recommendations.

AD/COMMERCE In context purchase of items from the media content or advertising.


VIEWER DEFICIT SYNDROME

•  Challenge

Eyeballs are no longer solely focused on primary screen.

•  Solution

Drive engagement on secondary screens to media related content.

•  Basic solution - synchronized cross platform content.

CHALLENGE FOR ADVERTISERS AND MARKETING


VALUABLE CONTENT Second screen content is more valuable when timed with media.


SYNCING CONTENT

1.  Simplest: Ask the user.

2.  Synchronize Live [Track info]

3.  Dynamic content identification on fly

HOW DO YOU SYNC


HOW DO YOU LIVE SYNC?

•  Through planned promotions and changing content. •  Beneficial for:

–  Specific ad placement engagement.

–  Different defined tracks of activity during live stream.

–  Single channel content producers who know schedule.

•  Change content: –  Website – display products advertised prominently on site for a duration of time around ad display.

–  Mobile – synchronize ad promotion around time of televised ad.

•  Challenges –  Coordination, Expected timing, Impact tracking,

–  Content may not be live


DYNAMIC IDENTIFICATION

•  Ability to identify what the viewer is watching through ACR.

•  What soundhound or shazam does with audio fingerprinting.

ACR – AUTO CONTENT RECOGNITION

•  IntoNow second screen app –  Has a built-in ACR (Auto content recognition) system.

–  Yahoo bought the IntoNow application and technology in 2011.

–  Yahoo shutdown IntoNow June 2014 but says technology will continue in yahoo smart tv and certain applications.


ACR WITH PROGRAMMING

•  ACR only as good as the content to go with it.

•  Track and position model similar to video captioning.

•  Programming based on –  Current video content position.

–  Identified time window for extra content/action.

•  One example; IDTV.me from NantMobile –  Provides ACR from mobile device with an SDK

–  Content position identification


PLATFORM SOLUTIONS

•  Wide range of platforms appearing.

•  Serving both general needs and verticals.

•  Some include –  Mufin – identification and sync

–  wywy – syncing of site and ads

–  Kwarter - second screen app gamification

•  Includes ACR.

•  Provides syncing of site and ads based on display times.


PLATFORM EXAMPLE

•  Proprietary ACR technology. •  Provide syncing of site and ads based on

ad display times.

•  Example Wywy/Hyundai TV synced ads on mobile and website.

•  Increased brand awareness and viewer engagement.

•  Cut bounce rate off website in half.

•  Live syncing with website increased engagement 50% versus just televised commercial.

•  Performed by wywy.com - http://wywy.com/wp-content/uploads/2014/10/wywy-White-Paper-Hyundai-Multi-Screen-Study.pdf

WYWY HYUNDAI TV


COMPANION APPS Bringing interaction to the content through apps


APP CONTENT INTERACTION

•  Types of interactions –  Social feed

–  Live Content interaction

–  Meta data on programs

–  Viewable content and interaction away from primary screen

•  Provides –  Interactions greater than streaming and saving content.

–  much deeper analytics for marketers

–  and feedback for content creators.

PURPOSE OF COMPANION APPS


EXAMPLE: AMC STORY SYNC

•  Story SYNC –  Custom app and web.

–  Syncs stored for later viewing.

–  Used for multiple shows.

•  Description from iTunes:

–  “Available during select seasons, Story Sync: a LIVE, interactive experience that allows you to vote in snap polls, answer cool trivia questions, and re-live tense moments via video clips during the premiere broadcast of the latest episode.”

•  Analytics bonus. Over course of season Story Sync was used by >1 million individuals.

•  Image: AMC website.


AMC STORY SYNC

•  From AMC Mobile app listing in iTunes app store.

PREDICTION POLL IOS APP EXAMPLE


APP / WEB SYNC BENEFITS

•  Social TV as a driver using: –  Polls / voting

–  Trivia

–  Predictions

–  Feed integration

–  Special segments

•  What’s the reward to viewers? –  Fan recognition, deeper interactions, points, credits, prizes, popularity.

•  Instead of a “viewer” now an “active participant”.


SCREEN CASTING Throwing media from the mobile device to TV


CONTENT SOURCE

•  Allowing casting from mobile devices or laptops to the TV.

•  Streams content to the TV as a media player.

TV

Mobile Device

Media Player

Content


YEAR OF THE STICK MORE TO COME?


LOTS OF EDUCATION GOING ON

•  What is a wireless display adapter?


CHROMECAST

•  Google casting entry.

•  $35 retail.

•  Multiple devices can cast to stick.

•  Chromecast.com/apps

•  But why of special interest?

DIGGING IN


CHROMECAST

1.  Add the extension to Chrome.

2.  Select the cast icon.

3.  Cast tab to device.

CASTING FROM CHROME


•  Notice not just a true “cast” of the screen.

•  Can add to the playlist queue without disturbing 2nd screen streaming.

•  Leverages custom styled “receiver app”.

•  Multiple devices can add to the queue.

YOUTUBE CHROMECAST


CASTING YOUR OWN Integrating Google Cast SDK


CHROMECAST AS AN EXAMPLE

•  Easy to provide both the media source and the companion app in one.

•  Developers can cast using the Google Cast SDK.

•  Supports Chrome, Android, and iOS.

•  Two components: –  Sender app on device (chrome browser or custom ios/android app)

–  Receiver app

•  Default media receiver on stick.

•  Or customer receiver for changing layout.

•  Note: if doing a receiver app must register the application at Google developers.

AS A DEVELOPMENT PLATFORM


GOOGLE CAST LIFECYCLE BASIC DEVELOPMENT FLOW

Load Sender App

Initialize API

Discover Devices

Request Session

Send/Receive Messages

Disconnect


GOOGLE CAST INCLUDES

•  Developer APIs –  Chrome sender API

–  Android sender API

–  iOS Sender API

–  Receiver API

•  Cast icons (different states)

•  Sample apps

•  https://developers.google.com/cast/

•  Architecture provides for multiple senders to one receiver. –  Can not send from one sender to multiple receivers at the same time.

–  Only one connection allowed for sender.

•  Image credit: Google Cast developers reference at https://developers.google.com/cast

CHROME EXAMPLE


GOOGLE CAST SDK

•  Chrome browser support through Google Cast extension

•  Chrome Sender App –  Composed of HTML5, JS, CSS

–  Include //www.gstatic.com/cv/js/sender/v1/cast_sender.js

•  Notes: –  Js library contains communication and media player API sets.

–  Using default receiver media handler.

–  Uses namespace.

CHROME SENDER EXAMPLE


•  On load of the page detect if the cast API is available from the extension.

•  Built in value to the chrome object.

DETECT CAST AVAILABLE VERIFY THAT THE EXTENSION IS AVAILABLE

window.onload = function() { if (chrome.cast || chrome.cast.isAvailable) { …// API Initialization } }


•  Initialization connects web page to installed extension.

•  Call backs sent across.

•  Note this uses the default app id. If you have your own receiver app then use the registered id for that app.

SENDER API INITIALIZATION CONNECT TO THE EXTENSION

var sessionRequest = new chrome.cast.SessionRequest(chrome.cast.media.DEFAULT_MEDIA_RECEIVER_APP_ID); var apiConfig = new chrome.cast.ApiConfig(sessionRequest,session, joinedListener, receiverListener); chrome.cast.initialize(apiConfig, onInitSuccess, onInitError);


•  Web sender must determine if devices are connected through the receiverListener handler.

•  Only value ‘available’ should be allowed to validate a device is connected to the chrome extension.

•  Any update to receiver availability will be sent to receiverListener

•  If receiver available then should display cast icon.

DEVICE CONNECTIVITY VALIDATE A DEVICE CONNECTED

function receiverListener(receivers) { if (‘available’ === receivers) { … } }


•  Successful request session returns session object

REQUEST SESSION GET SESSION OBJECT

chrome.cast.requestSession(onRequestSessionSuccess, onLaunchError); function onRequestSessionSuccess(e) { session = e; }


•  Now load media into session using loadMedia call.

•  Using returned media object can then control and query media player.

LOAD MEDIA SEND AND RECEIVE MESSAGES

var mediaInfo = new chrome.cast.media.MediaInfo(currentMediaURL); var request = new chrome.cast.media.LoadRequest(mediaInfo); session.loadMedia(request, onMediaDiscovered.bind(this, 'loadMedia'), onMediaError); function onMediaDiscovered(how, media) { currentMedia = media; }


•  session.stop handles termination of the session.

•  This will terminate the casting.

DISCONNET TERMINATE THE SESSION

function stopApp() { session.stop(onSuccess, onError); }


•  Android –  Install Google Play services SDK

–  Google Cast SDK for Android part of Google Play services SDK

•  iOS –  Google Cast iOS Sender API Library

–  GoogleCast.framework gets linked

•  Will have to handle device availability and selection.

ANDROID AND IOS SENDER APIS NATIVE SENDERS


•  Developer documentation Developers.google.com/cast

•  GitHub examples Github.com/googlecast

GOOGLE CAST RESOURCES


FUTURES Possible directions and challenges


WHERE WILL IT GO

•  Ecosystem consolidation?

•  Physical footprint

media players à streaming sticks à ???

•  Programming will include more effort and budget for custom web and app sync interactions.

•  Expect to see more experimentations for commerce to drive business in the synced content.


CHALLENGING RECENT IP

•  Patent 8,763,060

•  Apple Inc., Filed May 31, 2011

•  System and method for delivering companion content.

•  “A system and method for providing companion content on a device that downloads content associated with a media presentation playing on a media player and displays the downloaded content at times synchronized to time-offsets (from the start of the program) of the presentation by signals from the media player.”

•  Patent Link USPTO 8,763,060

AWARDED APPLE JUNE 24, 2014


ACTIONABLE QUEUES

•  Based on synchronization from content.

•  Media Player can deliver “movies, television shows, …, online videos, etc.”

•  Secondary screen can provide info about “actors, audio sound tracks, images of clothing and other goods.”


Questions to ponder The second screen has without doubt become an integral part of the media experience.

Where will the second screen experience be in 6 months to a year?

What will happen with the hardware device landscape; media players, sticks, primary screens?

Will Google Chromecast’s development aspect be taken advantage of by third parties?

Will wearables have a place here for second screen usage?


Q&A chuckahudson + smw @ gmail.com

linkedin.com/in/chuckhudson


REFERENCES

•  http://www.personalizemedia.com/rebooting-2nd-screen-social-tv-interactive-tv-3-0/

•  http://en.wikipedia.org/wiki/Second_screen

•  http://www.clickz.com/clickz/column/2333323/why-second-screen-media-experiences-need-to-be-social

•  http://www.theverge.com/entertainment/2014/2/13/5406498/how-a-second-screen-app-made-the-walking-dead-come-alive

•  http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf

•  http://wywy.com/products/

•  http://www.gottabemobile.com/2014/11/15/nexus-android-5-0-lollipop-release-date-breakdown/

•  http://techcrunch.com/2014/01/28/to-every-social-tv-app-turn-turn-turn/

•  http://www.theguardian.com/media-network/media-network-blog/2013/jun/05/second-screen-companion-apps-tv-broadcasters

•  http://www.nielsen.com/us/en/insights/news/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html

•  http://www.mufin.com/usecase/second-screen/

AND SUGGESTED READING MATERIAL


IF YOU LIKE THIS TALK

•  Check out –  Making the HTML5 VIDEO tag interactive

•  http://www.slideshare.net/charlesahudson/html5-video-interactive-28467810


CHARLES HUDSON

•  Google+ https://plus.google.com/u/0/+CharlesHudsonA

•  http://www.slideshare.net/charlesahudson/

linkedin.com/in/chuckhudson

changing viewer engagement with second screen experiences

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