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Monetising second screen social TV audiences

Monetising second screen social TV audiences

This is a talk I gave at a masterclass session at UbiQ in Paris. It focuses on the new monetisation models being associated with second screen TV content: data, customer acquisition, freemium content and commerce.

It's got some insights that we haven't shared before, which I hope will be useful for the industry.

(There's a missing video on slide 28)

Tom McDonnell

June 18, 2012
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Transcript

  1. @tommcdonnell @monterosalondon [email protected] data capture, customer acquisition, commerce, premium paid

    content, cross promotion. Yum. But it’s NOT about advertising per-se (display CPMs are tiny) 10
  2. @tommcdonnell @monterosalondon [email protected] “Ok that’s great, congratulations, I’m happy for

    you. But what’s the value of a second screen user?” CEO, Broadcaster 123 14
  3. @tommcdonnell @monterosalondon [email protected] 1. They enjoy themselves more 2. They

    amplify and increase the reach of the show by sharing and commenting on social networks 3. They buy relevant products 4. They concentrate harder and have higher recall of brand messages 5. They’re more likely to tune in live 6. They’re less likely to skip ad breaks 7. They provide rich personal data We have case studies which prove each of these points 15
  4. @tommcdonnell @monterosalondon [email protected] We define the size of the market

    as the total number of TV viewers who are capable of connecting to a TV show in the living room. People like Joe who have a wireless connected device (smartphone, tablet or laptop). It’s up to the TV show to persuade them to get connected and do something. 17
  5. @tommcdonnell @monterosalondon [email protected] • Smartphone penetration is between 37-50% across

    UK, Spain, Germany, France & Italy (comScore) • Additionally broadband penetration across Europe (per 100 inhabitants) ranges between 21% and 32% (Eurodata) • Nearly half of all UK adults regularly use the second screen (phone, tablet, laptop) to comment while watching TV (YouGov) There are a lot of people like Joe out there! 18
  6. @tommcdonnell @monterosalondon [email protected] Answer: it varies. Instant response rates are

    related to a range of factors • Talent. Does the talent in the show care passionately enough to ‘sell it’ to the audience? • Simplicity. Is it easy to understand instantly? • Timing. Are people eating their dinner? • Gratification. Is the interactivity rewarding? • Audience. Are they ‘connected’? • Attention. Does it allow the audience to continue watching without too much distraction 20
  7. @tommcdonnell @monterosalondon [email protected] 0.5%-1% Light Polling & Rating 1-3% Rating

    & Commenting (live on-air VO) 3-4% Playing along with a pre-recorded show 10% Playing along with a live quiz show ! SOCIAL PLAY-ALONG SYNCHED EXCLUSIVE CONTENT REALTIME RATINGS & POLLING PREDICTION GAMES SOCIAL COMMENTS 21
  8. @tommcdonnell @monterosalondon [email protected] 12,000 Players Live During one weekday live

    event 1,000,000 Players 24/7 Over a month of live and non-live play CBBC “Run” the bigger picture 23
  9. @tommcdonnell @monterosalondon [email protected] New Look Style The Nation (Channel 4,

    TwoFour, Mother, Monterosa) 20% of the TV audience first discovered the show through social media (valuable!) 24
  10. Free to play along Premium content available 24/7 through in-app

    purchasing Million Pound Drop (Endemol, C4) Freemium apps 26
  11. @tommcdonnell @monterosalondon [email protected] Conclusion: • There is immense untapped value

    in ‘connected’ audiences • But it’s very hard to drive big numbers without absolute buy- in of Broadcaster, TV production and talent • Business models are being established, quite slowly. • Creative approaches are being adopted, gradually. • The next challenge is in creating repetitive, scalable approaches to both production and commercial exploitation • Don’t believe the hype, we’re still at the beginning 34
  12. Thank you Get in touch: Twitter: @tommcdonnell LinkedIn: /tjmcdonnell [email protected]

    Get this presentation here: http://speakerdeck.com/u/tommcdonnell 35