TV's Second-Screen Migration: Intelligence Report - Stewart Schley-One Touch Intelligence

In our latest market intelligence report available for complimentary download here we offer a detailed look at Social TV an emerging and promising market that brings elements of social media into the television business with implications for content producers video distributors advertisers and research companiesAs those of us who attended the Social TV Summit last month learned there39s significant momentum emerging for interactive television applications that blend socialconversational media elements with inprogram content to create a rich albeit occasionally distracting viewing experienceIf that sounds like the longsought dream of interactive television pioneers it is But there39s a big difference here The screen where all the interacting is taking place is typically a handheld tablet computer or smartphone not the television setquotFor decades people have been trying to scale ITVquot said Lostremotecom publisher Cory Bergman during the summit Now he noted it39s happening through the quotsidequot channel of independent secondscreen devices and there is no shortage of enthusiasm over the pairingquotWe believe that five years from now everybody will be using a secondscreen devicequot said Somrat Niyogi CEO of the social TV application developer Miso quotNo matter what you watch or when you watch it we39re all going to have a secondscreen device We all believe thatquotEven the largest distributor of interactive applications for TV sets appears to agree Yahoo Inc whose Yahoo Connected TV platform is embedded into 8 million TVs with 16 million projected by the 2012 first quarter also is moving to embrace the smaller mobile screen with a newly introduced application that moves many of its partners39 applications to companion devices in addition to the mainstay televisionquotYou need to be wherever the consumer might be when they39re sitting down to watch televisionquot saidRuss Schafer senior director of global product marketing for Yahoo Connected TVThe dual or simultaneousscreen environment itself is not a new phenomenon Television researchers began reporting about an organic consumer embrace of multiscreen multitasking in the mid2000s whensurveys began to detect that large numbers of TV viewers were using laptop PCs while they watchedToday the movement is widespread with a recent Harris Poll reporting that 44 of the US TV audience typically engages with a social media site while watching television Propelling that number are smartphones and tablets that are quickly supplanting laptop PCs as the device of choice for companion viewingGiving the category renewed appeal today is the combination of three important contributorsamp183 Smartphones and tablets support rich multimedia content in small footprint companion devices that are wellsuited for personalized conversations and interactionamp183 Social media platforms including Facebook Twitter and inapp conversational tools offer readymade forums for realtime dialogue that have large user bases early interactive TV deployments lackedamp183 Audio detection technologies automatically synchronize television output with companion content available on phonestablets creating a harmonious integrated experienceHow they work Secondscreen programsynchronized platforms push out programrelated content optimized for smartphones iPads and other tablet computers Most rely on a programdetection technology such as Shazam39s audio application that knows not only what program is playing but what39s happening at an exact moment That allows content providers to link Twitter messages rich media content and advertising to what39s happening on the largerscreen television in realtimeFrom a business perspective inprogram synchronization to second screens allows for networks to extend advertising inventory and impressions beyond the mainstay television broadcast andor to enhance their existing TV ad messages with interactive features In an example cited by Shazam during a Social TV Summit presentation two national commercials placed by the retailer Old Navy in 2010 extended their reach by applying a Shazam icon that invited users to browse for additional content through the application Some 27 of those who did so ended up shopping for Old Navy merchandise according to ShazamThere are also opportunities for realtime advertising enhancement tied to commercials appearing on the larger TV screen Because watermark detection and other programrecognition technologies also can sense what commercials are playing it39s possible to produce a synchronized secondscreen experience tied to advertising messages This was the approach taken recently by automaker Lexus in a secondscreen sponsorship of ABC39s Grey39s Anatomy that produced impressive clickthrough numbersA drawback however is that scale is difficult to achieve Not only must users be sufficiently compelled to download an application they have to take the additional step of launching it while a show is being televised otherwise there39s no way to synch the second screen in realtime Shazam one of several application developers with an audiorecognition scheme thinks the breadth of its platform gives it an advantage here More than 50 million devices in the US are equipped with the Shazam application a number that gives it unusual scale in a nascent category and helps to overcome a fundamental challenge quotIt39s difficult to get people to download an applicationquot said Shazam EVP of marketing David JonesThis excerpt comes from One Touch Intelligence39s latest VIDEOTRAK amp174 InFocus report on Social TV which is available in full from the homepage of wwwonetouchintelligencecom The report can be found in the quotFeatured Intelligencequot section on this pageAbout Us Simply put One Touch Intelligence transforms information into valuable insights Today39s business world is awash in informationamp8212more than any organization can possibly digest alone Our analysts monitor all relevant material and filter analyze and format it into understandable and intuitive reports for company staff On top of that our proprietary online intelligence portals bring all the articles and data you need right to your fingertipsStewart Schley is Senior Director of Industry Intelligence for One Touch Intelligence a leading provider of competitive intelligence business analytics and market assessment services for leading providers in the cable telecommunications TV content and filmed entertainment industries One Touch Intelligence39s VIDEOTRAKamp8482 intelligence service provides analysis and perspective around the online video sector To find out more about VIDEOTRAK contact Stewart at stewartsonetouchiintelligencecomamp160Read all Stewart39s MediaBizBloggers commentaries at TouchpointsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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