This document discusses changing viewer engagement with second screen experiences. It covers topics like second screen usage trends, syncing content across devices, companion apps, screen casting, and Google Cast. Viewers are increasingly using smartphones and tablets while watching TV for activities like social media, information searching, and commerce. Content providers are exploring ways to sync media and drive engagement across primary and secondary screens using tools like automatic content recognition, customized apps, and screen casting technology like Chromecast. The future of second screen experiences may include more integrated ecosystems and experiments with commerce opportunities.
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Changing Viewer Engagement With Second Screen Experiences
1. CHANGING VIEWER
ENGAGEMENT WITH SECOND
SCREEN EXPERIENCES
November 19, 2014
Charles Hudson
Session A204
Presentation to Charles Hudson • November 19, 2014 1 135
2. INTRODUCTION
• What do we mean by second screen?
• In this session we will cover
– Usage
– Syncing and tools
– Companion apps
– Casting
– Google Cast
– Futures
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3. SECOND SCREEN
USAGE and EXPERIENCE
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5. 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
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6. 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
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7. 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 report
http://www.mediabistro.com/alltwitter/twitter-second-screen_b55954
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8. 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.
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9. VIEWER DEFICIT SYNDROME
CHALLENGE FOR ADVERTISERS AND MARKETING
• 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.
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10. VALUABLE CONTENT
Second screen content is more valuable when timed with media.
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11. SYNCING CONTENT
HOW DO YOU SYNC
1. Simplest: Ask the user.
2. Synchronize Live [Track info]
3. Dynamic content identification on fly
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12. 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
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13. DYNAMIC IDENTIFICATION
ACR – AUTO CONTENT RECOGNITION
• Ability to identify what the viewer is watching through ACR.
• What soundhound or shazam does with audio fingerprinting.
• 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.
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14. 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
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15. 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.
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16. PLATFORM EXAMPLE
WYWY HYUNDAI TV
• 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
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17. COMPANION APPS
Bringing interaction to the content through apps
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18. APP CONTENT INTERACTION
PURPOSE OF COMPANION APPS
• 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.
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19. 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.
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20. AMC STORY SYNC
PREDICTION POLL IOS APP EXAMPLE
• From AMC Mobile app listing in iTunes app store.
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21. 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”.
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22. SCREEN CASTING
Throwing media from the mobile device to TV
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23. 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
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24. YEAR OF THE STICK
MORE TO COME?
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25. LOTS OF EDUCATION GOING ON
• What is a wireless display adapter?
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26. CHROMECAST
DIGGING IN
• Google casting entry.
• $35 retail.
• Multiple devices can cast to stick.
• Chromecast.com/apps
• But why of special interest?
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27. CHROMECAST
CASTING FROM CHROME
1. Add the extension to Chrome.
2. Select the cast icon.
3. Cast tab to device.
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28. YOUTUBE CHROMECAST
• 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.
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29. CASTING YOUR OWN
Integrating Google Cast SDK
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30. CHROMECAST AS AN EXAMPLE
AS A DEVELOPMENT PLATFORM
• 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.
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31. GOOGLE CAST LIFECYCLE
BASIC DEVELOPMENT FLOW
Load Sender
App
Initialize
API
Discover
Devices
Request
Session
Send/Receive
Messages
Disconnect
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32. GOOGLE CAST INCLUDES
CHROME EXAMPLE
• 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
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33. GOOGLE CAST SDK
CHROME SENDER EXAMPLE
• 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.
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34. DETECT CAST AVAILABLE
VERIFY THAT THE EXTENSION IS AVAILABLE
• On load of the page detect if the cast API is available from the extension.
• Built in value to the chrome object.
window.onload = function() {
if (chrome.cast || chrome.cast.isAvailable) {
…// API Initialization
}
}
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35. SENDER API INITIALIZATION
CONNECT TO THE EXTENSION
• Initialization connects web page to installed extension.
• Call backs sent across.
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);
• Note this uses the default app id. If you have your own receiver app then use the
registered id for that app.
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36. DEVICE CONNECTIVITY
VALIDATE A DEVICE CONNECTED
• 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.
function receiverListener(receivers) {
if (‘available’ === receivers) {
…
}
}
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37. REQUEST SESSION
GET SESSION OBJECT
• Successful request session returns session object
chrome.cast.requestSession(onRequestSessionSuccess, onLaunchError);
function onRequestSessionSuccess(e) {
session = e;
}
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38. LOAD MEDIA
SEND AND RECEIVE MESSAGES
• Now load media into session using loadMedia call.
• Using returned media object can then control and query media player.
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;
}
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39. DISCONNET
TERMINATE THE SESSION
• session.stop handles termination of the
session.
• This will terminate the casting.
function stopApp() {
session.stop(onSuccess, onError);
}
Presentation to Charles Hudson • November 19, 2014 39 135
40. ANDROID AND IOS SENDER APIS
NATIVE SENDERS
• 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.
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41. GOOGLE CAST RESOURCES
• Developer documentation Developers.google.com/cast
• GitHub examples Github.com/googlecast
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43. 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.
Presentation to Charles Hudson • November 19, 2014 43 135
44. CHALLENGING RECENT IP
AWARDED APPLE JUNE 24, 2014
• 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
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45. 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.”
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46. 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?
Presentation to Charles Hudson • November 19, 2014 46 135
48. REFERENCES
AND SUGGESTED READING MATERIAL
• 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/
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49. IF YOU LIKE THIS TALK
• Check out
– Making the HTML5 VIDEO tag interactive
• http://www.slideshare.net/charlesahudson/html5-video-interactive-28467810
Presentation to Charles Hudson • November 19, 2014 49 135
50. CHARLES HUDSON
linkedin.com/in/chuckhudson
• Google+ https://plus.google.com/u/0/+CharlesHudsonA
• http://www.slideshare.net/charlesahudson/
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