This was the presentation the kicked off our first Meetup of the Second Screen Vancouver group. It consists of secondary research done around the second screen, as well as a case study from Work at Play on their own second screen experience.

1. work [at] play
Friday, 7 June, 13

2. June 2013
Work at Play is a new kind of studio that
brings value to our customers by
extending their product experiences to a
mobile and social world. We do this by
creating custom engagement systems that
decrease churn and increase long-term
customer value.
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3. June 2013
In Business for 12 Years
Bringing TV and game experiences to a social
and mobile world.
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Our Clients Include
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4. June 2013
Tonight’s Agenda
5:30-6:00–Mingle & Socialize
6:00-6:10– Second Screen Research
Claire Moller &Tisha Simpkins, Work at Play
6:10-6:25–Case Study:The Success and
Failure of a Second Screen Project
David Gratton, Work at Play
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6:25-6:50–Ideation and prioritization of
goals for the meetup
Lorraine Chisholm &Tisha Simpkins, Work at
Play
6:50-7:30– Stick around to discuss plans for
Banff and E3
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5. UserHabits
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6. June 2013
Sequential Usage
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Simultaneous Usage
Moving from one device to another to
accomplish a task.
Using more than one device
simultaneously.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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7. June 2013
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Simultaneous activities
60% Emailing
44% Internet Browsing
42% Social Networking
25% Playing a Game
23% Searching
15% Work Documents
9% Watching Video
Top Multi-Screen Activities
Sequential activities
81% Browsing the Internet
72% Social Networking
67% Shopping Online
63% Searching for Info
46% Managing Finances
43% Planning a Trip
43% Watching an Online Video
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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8. June 2013
Simultaneous Use
Multi-tasking
Using two devices for unrelated activities
(e.g., watching TV and playing a game)
Complementary use
Using two devices for related activities
(e.g., watching TV and reading a blog post
on that program)
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22%
78%
Multi-tasking
Complementary use
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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9. June 2013
Complementary Use – Device Combinations
40%
TV + Tablet
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36%
PC/Laptop +
Smartphone
35%
TV + Smartphone
32%
TV + PC/Laptop
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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10. June 2013
Users Want More Control
They want to be able to watch content on
demand (77%) and on any device (56%). And
more and more people want to move content
from one device to another (50%).
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Consumers have started to believe that voice
is a viable way to interact with technology.
61% say it will have a high impact on them to
be able to talk to their devices.
Source: http://econsultancy.com/ca/reports/the-multi-screen-marketer
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11. TV&the
SecondScreen
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12. June 2013
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Watching TV
Source: http://techcrunch.com/2012/12/05/nielsen-85-percent-of-tablet-and-smartphone-owners-use-devices-as-second-screen-monthly-40-percent-do-so-daily/
85%
of mobile owners use a
tablet or smartphone when
watching TV at least once
a month
40%
of mobile owners use a
tablet or smartphone
when watching TV daily
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13. June 2013
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“
"Second Screen was born out of boredom and
defined by consumers; they looked to their
smartphone or tablet when the TV content was
boring them or there was an extended break
between programming.The space has focused so
much on a synced experience between the TV and
mobile device, it has lost sight of these core habits
and times of use."
–
Jason Ary, Director of Mobile Strategy at Double
Encore
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14. June 2013
Top Multi-screen Behaviours by Program Type
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Source: http://econsultancy.com/ca/reports/the-multi-screen-marketer
Laptop/PC Users Smartphone Users Tablet Users
Going online to email,
browse, etc.
Social networking
Show-related searches
Search/shop for products
viewed on TV
Live-Feel Reality TV (54%) Sporting Events (70%) Recorded Reality TV (81%)
Sporting Events (47%) Live-Feel Reality TV (63%) Recorded Reality TV (75%)
Live-Feel Reality TV (54%) Live-Feel Reality TV (65%) Independent Drama (69%)
Recorded Reality TV (36%) How-to/Food (48%) Independent Drama (63%)
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15. June 2013
Second Screen Apps
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All Things to
all People
Extending the
Smart TV
Broadcaster /
Network
Hardware
Solutions
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16. June 2013
Second Screen Apps
All Things to All People
•TV Guide (schedule & reminder)
•Gamification
•Personalized profiles & preferences
•Chat (rooms & twitter)
•Social sharing
•Who's watching what
•Monetization (click and buy)
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17. June 2013
Second Screen Apps
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Extending the Smart TV
•SmartTV / Hardware integration
•Video and audio content recognition
•Works on any screen
•Revenue stream (interactive ads)
•Extra content (trivia, IMDB)
•Social sharing
•Recommendation engine
•Remote control capability
•Developer focused
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18. June 2013
Second Screen Apps
Broadcaster/Network
•Show / network specific
•On-demand streaming
•Social sharing
•Interactive features
•Exclusive content
•Second screen from conception
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19. June 2013
Second Screen Apps
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Hardware Solutions
•Extends to games & movies
•Custom solutions
•Social sharing
•Partnership exclusives
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20. Gaming&the
SecondScreen
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21. June 2013
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““I think that providing people the ability to
connect in with the games they love, the content
they love, the characters they love, with the
community that surrounds that content, is really
important. We’re using mobile as a way to
enhance our core franchises.”
–
Eric Hirshberg, CEO of Activision Publishing
Friday, 7 June, 13

22. June 2013
Role of the Second Screen in Gaming
Second screen as a controller
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SmartGlassWii U Playstation Vita
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23. June 2013
Role of the Second Screen in Gaming
Second screen as a companion to core game play
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Core Activities
•Prepare for game play
•Compare with friends
•Challenge and compete
Call of Duty: Elite Mass Effect: Datapad Battlefield: BattlelogNeed for Speed: Autolog
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24. June 2013
How do companion apps deliver value?
•Builds engagement before and after launch of core game
•Offers meaningful benefits to the player in the core game
•Extends the story world
•Extends game play
•Monetization
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Source: http://schedule.sxsw.com/2013/events/event_IAP2421
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25. ACaseStudy:
OurfirstforayintoTVSecondScreen
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26. June 2013
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27. June 2013
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MultipleScreens
=
SplitAttention
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28. June 2013
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LostAdvertising
Opportunities
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What are we sharing and discovering?
We tap into
bite sized moments.
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32. June 2013
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LostAdvertising
Opportunities
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33. I’m sosad.
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34. Didn’tsee that
coming!
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35. I hate Simon.
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36. Idon’tgetit?
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37. We didit!
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38. Calledit!
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39. No F%$#!ingway!
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40. June 2013
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I Demoed this 1000 times and
my friends got pissed!
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Broadcaster
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Broadcaster
Media Planner/Buyer
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Broadcaster
Media Planner/Buyer
Advertiser
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Broadcaster
Media Planner/Buyer
Advertiser
Producer
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Broadcaster
Media Planner/Buyer
Advertiser
Producer
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Broadcaster
Media Planner/Buyer
Advertiser
Producer
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Broadcaster
Media Planner/Buyer
Advertiser
Producer
Broadcaster (ITTeam)
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53. June 2013
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Broadcaster
Media Planner/Buyer
Advertiser
Producer
Broadcaster (ITTeam)
IP Owner
NO NOT JK ROWLING
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54. June 2013
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Broadcaster
Media Planner/Buyer
Advertiser
Producer
Broadcaster (ITTeam)
IP Owner
Project was killed by lead advertiser, who felt the second
screen app would detract from their sponsorship.
(I didn’t know they were at the table.)
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