Today, 90% of media consumption is screen based. In 2014, the number of mobile devices in the world will exceed the global population. By 2018, there will be 1.4 connected mobile devices per person. That means that, as people move through the world, they will increasingly move with at least one other screen in hand (and even more devices on hand).
While the Second Screen revolution may have started with distracted television viewers, today, the multi-screen world demands marketers who know how to plan for it. This presentation breaks down second screen strategy into actionable advice specifically for event marketers. Yet the trends in consumer behavior apply to all brands that seek to connect with the people who matter most to them in an increasingly screen-based world.
10. THE
SECOND
SCREEN
Use of a screen-based
device concurrent with the
consumption of another
form of linear content on a
separate screen.
11. THE
SECOND
SCREEN
Once specific to screens
secondary to the television,
today, the term has come
to describe consumers’
multi-screen habits and
cross-screen journeys.
12. 2005 2007 2009 2011 2013
THE
SECOND
SCREEN
Peaked, it has!
2004-2014: RISE OF TERMINOLOGY
85%of smartphone and tablet
owners use their devices while
watching television.
Google Trends, 2014, Nielsen
13. 26%
THAT MAY SOUND
DISTRACTING.
BUT, LOOK CLOSER
AND THERE’S A
MAJOR
OPPORTUNITY.
Viewers using a sync
application to view TV
programming showed a
higher engagement rate than their
solo-screen viewing counterparts.
Time Warner, 2013
16. The simultaneous use of
screens where activities or
content are related, and thus,
stands to increase
engagement.
MULTI-TASKINGCOMPLEMENTARY
2 TYPES OF
SECOND SCREEN BEHAVIOR
The simultaneous use of
screens where activities or
content are unrelated, and
thus, constitutes a potential
distraction.
78%22%
Microsoft, 2014
17. MULTI-TASKINGCOMPLEMENTARY
“If there’s an actress that I
recognize, but I can’t
remember where I recognize
her from, I’ll just do a quick
search on IMDB, or
something like that.”
-Andrew
“Just out of habit, picking up
the touchpad or the phone
and deciding to search on
the internet for a little bit. [...]
It’s frustrating that I do it
though, because you feel like
you don’t stay as engaged...”
-Bradley
2 TYPES OF
SECOND SCREEN BEHAVIOR
Microsoft, 2014
20. REAL-TIME
RESEARCHING
A simultaneous journey where
consumers view related content on
two or more devices at the same time.
Generally motivated by curiosity,
desire for efficiency and habit.
22. ONGOING
GRAZING
The most common behavior; users
access separate, unrelated content in
order to multi-task.
Generally motivated by habit,
personal preference and efficiency.
23. GREAT
ESCAPING
In the absence of interest in first
screen content, consumers jump to a
second screen, unrelated distraction.
Generally motivated by boredom,
desire for efficiency and habit.
25. Create A Multi-Screen Experience
Encourage Real-Time Researching and Situational
Socializing by actively suggesting a Second Screen
experience to attendees. Possibilities include:
1. Real-Time Engagement: Use a Mobile App or hashtag
to encourage voting or live questions.
2. Contextual Networking: Offer a private LinkedIn Group
or Mobile App-based social network for attendees.
3. Optional Deep-Dive: Enrich the first screen by providing
complementary content that offers more depth through a
Mobile App or online destination.
26. Provide Durable Content
Plan for some level of Ongoing Grazing and, in
worst cases, Great Escaping, by making key content
available after the first screen experience is over.
1. Digital Archives: Tap into popular, search engine
optimized digital archives like Slideshare, Issu or Podcasts.
2. Hard Copy Resources: On the way out of a session,
distribute a “Top 10 Takeaways” list.
3. Dedicated Follow-Up: Post-event communications
(email, Mobile App or phone call) are key and often lead to
a second wave of social amplification.
27. Use Snackable Content
Whether it’s to enable Situational Socializing or to
grab attention when an audience has begun
Ongoing Grazing, small-form content is key.
1. Organization of Information: Carefully organize and
curate content into numbered lists and a predictable flow.
2. Tweetable Tips: Use suggestions like “Tweetable Tips” to
encourage audiences to engage in Situational Socializing.
3. Statistics: Cited statistics can both offer an opportunity for
content sharing and also encourage Real-Time Researching
as attendees seek to be helpful and learn more.
29. Design Audience Interaction
It’s harder to ignore peers
than it is to ignore a third
party presenter or
facilitator. Additionally, for
more senior audiences,
engagement with peers is
a key value proposition
that brands can offer. PYMNTS.com hosts a ThinkAThonTM
at itsannual Innovation Project to solve the
industry’s most vexing questions.
30. Require Use of the Second Screen
Second Screen distraction
(multi-tasking) becomes
less of a risk when an
audience is required to
actively use it to engage in
the content being
presented. Solutions can
either leverage personal
devices or arm attendees
with loaned devices.
Disney’s Second Screen offering requiresusers to synchronize iPads with live films toenrich the experience, engaging audiences atevery turn of the film.
31. Immerse The Audience
Consider breaking away
from traditional audience
and presenter formats in
order to provide a more
immersive experience for
attendees. When attendees
are standing, engaging
and conversing with peers,
Second Screen multi-
tasking is less of a threat.
BP’s London Olympics Technology Experiencehad attendees on their feet in the middle ofjaw-dropping 3D Projection mapped roomsas part of an immersive presentation.