How to Monetize the 2nd Screen Evolution: A SXSW Session with Jesse Redniss and Greg Consiglio

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Published on March 9, 2014

Author: Mass_Relevance

Source: slideshare.net

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Let's face it, watching TV with a 2nd screen has become a way of life for the avid media consumer. Join Greg Consiglio, Viggle's President & Chief Operating Officer, and Jesse Redniss, Chief Strategy Officer at Mass Relevance, as they discuss how TV networks, brands and 3rd party apps are profiting from this evolving consumer experience. What impact does 2nd screen have across subscription-based businesses, advertising, virtual currency, sponsorships and e-commerce? Where are the players in this space seeing the ROI? Learn about some second screen case studies and best practices that have a winning formula.

Core Conversation: How to Monetize the 2nd Screen March 8, 2014

Topics we’ll be covering… • A Brief History of the 2nd Screen • The 2nd Screen Players Today • The 2nd Screen Users • Advertising, Sponsorship & E-commerce on the 2nd Screen • The Future of the 2nd Screen

Let’s begin with… • A Brief History of the 2nd Screen • The 2nd Screen Players Today • The 2nd Screen Users • Advertising, Sponsorship & E-commerce on the 2nd Screen • The Future of the 2nd Screen

Brief History of the 2nd Screen: Facts • BeeTv launched in January 2007, same year as Apple’s 1st iPhone X • The 2nd Screen Pioneers include: 2007: BeeTV, Buddy TV 2008: Get Glue 2009: TV Chatter & Fanvibe 2010: Miso, Philo, Tunerfish, Yap.TV & Peel • Grey's Anatomy Sync for iPad was released in Feb. 2011 and was the first mainstream 2nd screen sync app around a major TV show • Over 110 Second Screen apps existed in early 2012 X X

All of this…in just 7 years

Brief History of the 2nd Screen: Themes • Definition of the 2nd Screen • Evolution of the 2nd Screen • Pioneers & Sustainability

Brief History of the 2nd Screen: Questions • What were the pre-cursers to the 2nd Screen, as we know it today? • Who was the first of the “modern” 2nd Screen movement? • Who were the rest of the pioneers, and how were they differentiated? • What was the first “official” 2nd Screen Experience that you can remember seeing or participating in? • How would you define the 2nd Screen today? • 5 to 7 years later, what happened to these pioneers? Why?

Moving on to… • A Brief History of the 2nd Screen • The 2nd Screen Players Today • The 2nd Screen Users • Advertising, Sponsorship & E-commerce on the 2nd Screen • The Future of the 2nd Screen

2nd Screen Players Today: Facts • There are over 150 Second Screen apps in the market today • 2nd Screen apps are more widely used on iOS (52%) & Android devices (30%) • 2nd Screen apps are capitalizing on major live events. 15.2 M Tweets were sent during the live airing of the 2014 Grammy Awards

2nd Screen Players Today: Themes • Types of 2nd Screen Apps • Usage/Activity on 2nd Screen Apps • Specialization vs. Breadth & Depth

2nd Screen Players Today: Questions • How do you categorize the various 2nd Screen properties today? • Why do you think this space consolidated so quickly? • Do you expect more consolidation to happen going forward? • What are the value propositions or points of differentiation for the remaining major players? • What are the Pros & Cons of focusing a 2nd screen experience on one specialized offering VS broadening the scope into a variety of offerings?

Let’s talk about… • A Brief History of the 2nd Screen • The 2nd Screen Players Today • The 2nd Screen Users • Advertising, Sponsorship & E-commerce on the 2nd Screen • The Future of the 2nd Screen

Second Screen Users: Facts • As of Jan 2014, 42% of US adults own a tablet & 65% own a smartphone • Nielsen stated ”85% of people use a tablet or phone while watching TV” • Millennials (ages 13-34) and particularly young women are among the more heavy users of 2nd screen content • 91% of 2nd screen users access asynchronous program content • Over 50% of smartphones & tablets users are on social media while viewing • 13% (tablet) and 9% (phone) users make purchases related to what they are watching

Second Screen Users: Themes • 3 Types of 2nd Screen Users • User Activity on the 2nd Screen • Reaching the 2nd Screen Users

Second Screen Users: Questions • What are the most popular 2nd Screen offerings with users today? • Who is the typical 2nd Screen User? • Do different types of people use the 2nd Screen differently? • Does their behavior on 2nd Screen change by type of program? • How do they engage with ads on TV vs. Ads on the 2nd Screen? • What are some of the most effective strategies for reaching avid 2nd screen users?

Moving on to… • A Brief History of the 2nd Screen • The 2nd Screen Players Today • The 2nd Screen Users • Advertising, Sponsorship & E-commerce on the 2nd Screen • The Future of the 2nd Screen

Advertising, Sponsorship & Ecommerce on the 2nd Screen: Facts • In 2013, the 2nd Screen generated approximately $2.5 billion dollars • The 2nd Screen is projected to generate approximately $3.3 billion in 2014 • In 2014, the worldwide tablet market is forecast to grow 47% • US Smartphone penetration hit 65% by end of 2013 • According to Pew Research Center, Internet usage has reached 87% with American Adults and near saturation among: • Households earning USD 75,000 or more (99%) • Young adults ages 18-29 (97%) • Adults with college degrees (97%)

Advertising, Sponsorship & Ecommerce on the 2nd Screen: Themes • Revenue Generation on the 2nd Screen • Best Practices in Monetizing the 2nd Screen • Case studies of Brands monetizing the 2nd screen effectively

Advertising, Sponsorship & Ecommerce on the 2nd Screen: Questions • What factors have influenced the rapid 2nd Screen revenue growth? • What are the major sources of Revenue for Viggle? • What are some of the untapped revenue streams in this space? • Just how big of a business can the 2nd Screen be? • Going forward, what will 2nd Screen companies need to do to grow the revenue base, and cut costs? • How has the 2nd Screen impacted any of the following? • Subscription-based businesses • Brand sponsorships • Virtual currency • E-commerce

Last but not least… • A Brief History of the 2nd Screen • The 2nd Screen Players Today • The 2nd Screen Users • Advertising, Sponsorship & E-commerce on the 2nd Screen • The Future of the 2nd Screen

The Future of the 2nd Screen: Facts • According to Cisco, by 2018 traffic on U.S. mobile networks will grow 8 times. Therefore, Americans are projected to download and upload more data on smartphones than they did on laptops in 2013 • eMarketer predicts Retail sales made on mobile devices will climb to well over $100 billion by 2017 • According to Gartner Inc., global mobile advertising spending is forecast to reach $18 billion in 2014, up from the estimated $13.1 billion in 2013. The market is expected to grow to $41.9 billion by 2017. • By 2018, the 2nd Screen is projected to be a $8.9 billion dollar industry

The Future of the 2nd Screen: Themes • Exponential Growth • Continued Consolidation of 2nd Screen players • New Technology (hardware, software and WIFI) influencing the 2nd Screen evolution

The Future of the 2nd Screen: Questions • What do the current players need to do to stay in the 2nd screen game? • Where do you see the 2nd Screen experience evolving? • Will more networks or content streaming services lean towards creating their own 2nd Screen apps? • How will new technologies like the Smart Watch and Next Gen Smart TVs impact the 2nd screen? • How will gaming consoles shape the way users interact with TV shows and brand?

Core Conversation: How to Monetize the 2nd Screen March 8, 2014

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