Split attention is a major problem for TV producers - what should they do about it?
- Slides propose an approach based on existing viewer behaviour
- Lots of examples from TV, and a case study on The X Factor app
- I gave this talk at Loughborough on 22/10/13
17. Data in TV: Streaming services
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18. Data in TV: Second-screen apps
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19. Data in TV: Multiple connected services
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20. What types of data are available for TV?
KPIs
Interactions
Metadata
Behaviours
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21. What types of data are available for TV?
KPIs
Interactions
Ratings, views, viewers, £,
sessions, ads served,
registrations…
@s, #s, SMSs, votes, emails,
applications, taps, buzzes…
Metadata
Behaviours
Show descriptions (types/actors/
run time), consumer profiles,
external reference points…
Funnels, drop-offs, CTR,
conversions, shares…
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22. What kinds of measurements to these data sources give us?
KPIs
Interactions
How much do people watch?
How engaged are our viewers?
Metadata
Behaviours
How do we improve discovery
and retention?
What are people actually doing
with what we give them?
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29. Four types of second screen behaviours that relate to TV shows
Chat more
Know more
Watch more
Play more
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30. Chat more = Social apps
With the show
With the stars
With other viewers
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31. Know more = Data apps
More info
Data visualisations
Data as content
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32. Watch more = Bonus apps
More video
Organic extensions
Extend the story
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33. Play more = Participation apps
Play along
Play anytime
Editorial impact
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34. Match existing second screen behaviours
Chat more
Know more
Social apps
Data apps
Watch more
Play more
Bonus apps
Participation apps
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39. 3. Voting / Sponsorship for monetisation
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40. ARM funnel
Hear about the show
Watch
Watch again
Emotional involvement
Social participation
Vote
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41. ARM funnel
Hear about the show
Acquisition
Watch
Watch again
Emotional involvement
Retention
Social participation
Vote
Monetisation
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