1. Apps – UK / Europe Comparison Second Screening – The Opportunities for Mobile Martin Spicer – Commercial Manager - CEMAS @mispicer@CEMAS_UoG

2. The Talk What is ‘Second Screening’ Deloitte Paper – The rise and rise of second screening http://www.deloitte.com/view/en_XB/xb/news/f0f3f07a77349310VgnVCM3000001c56f00aRCRD.htm Google Report – The new Multi Screen World http://www.thinkwithgoogle.com/insights/library/studies/the-new-multi-screen-world-study/ Vision Mobile – From Mobile to TV, Companion Screens http://www.visionmobile.com/blog/2012/09/from-mobile-to-tv-the-companion-screens-opportunity-and-the-role-of-apps/ Examples of Second Screening The opportunities for Mobile

3. The Talk We know that apps can make you money We know when apps won’t make you money Let’s explore an emerging theme - how mobile is influencing and complementing a traditional medium - Television

4. About the Speaker

5. Your Digital Marketing Strategy This is not a talk on Digital Marketing Strategies! Web (Search) Social MediaMobile Mobile Web |Apps

6. What is Second Screening? Deloitte defines second screening as “The use of other screens, such as laptops, smartphones and tablets while watching tv”

7. What is Second Screening? 24% of survey respondents use a second screen whilst watching TV 50% of 16 – 24 year olds (source Deloitte ‘The rise and rise of second screening) Typically using messaging, email, facebook and twitter to discuss what they are watching on tv

8. What is Second Screening? 1 in 10 of respondents search the internet for information on the programme they are watching e.g. Products, Locations, Actors and Actresses

9. What is Second Screening? Browsing the web whilst watching television is undertaken ‘frequently’ by a third of the sample Browsing typically is between a preferred set of websites … news, sports, e-commerce Source : Connected Consumer by MediaTel

10. What is Second Screening? 40 % of respondents like to be able to send their comments in to a live programme

11. What is Second Screening? Paul Lee of Deloitte comments : “Second screening’s impact is far greater in driving conversations about a programme, as opposed to interaction with it. Second Screening may well end up with a similar status as eating in front of the TV: an everyday experience for some and absolutely unthinkable for others. One thing is for certain – it is here for good” Source : Connected Consumer from MediaTel

12. Google’s Take ‘The New Multi Screen World’ a report undertaken by Google found that, in a typical day: 77% of television viewers use a second device 22% use the TV and second device in a way that complement each other TV no longer commands our full attention as it has become one of the most common devices that is used simultaneously with other screens http://www.thinkwithgoogle.com/insights/library/studies/the-new-multi-screen-world-study/ http://www.thinkwithgoogle.com/insights/library/studies/the-new-multi-screen-world- study/

13. Google’s Take

16. A Watercooler Moment “The Watercooler has been replaced by the app” James Grant – VINDICO UK Country Manager http://www.robcottingham.ca/cartoon/ar chive/watercooler-2010/

17. A Watercooler Moment When Usain Bolt won the 200m at the Olympics there were 80,000 tweets per minute However, according to the Herald Sun, the single-most tweeted subject went to Spice Girls, with more than 116,000 tweets per minute in the closing ceremony. Herald Sun Source : http://www.newsbizblog.org/2012/08/london-worlds-first-social- media.html

18. How is Industry Taking Advantage? Communication Tools e.g. Zeebox app TV programming Guides e.g. i. TV ap Remote Control Applications Sky Remote Xbox Smartglass Source : Visionmobile.com

19. Examples - Million Pound Drop A TV programme designed for both screens

20. Million Pound Drop Content is on the main screen, but the personal engagement is on the second screen ( James Grant Vindico UK Country Manager) Monetisation outside of the live broadcast : “Play along for free with the show and unlock a new game mode, where you can play any time for just £1.49”

21. The Avengers : Hulk Smash!

22. The Wii U The Nintendo Wii U – an early adopter of an integrated Second Screen Appearance

23. Lean back and Lean Forward Apps Lean Forward apps: Intended to intensify the consumer’s engagement in a live viewing experience Sporting Experience Walking Dead App Lean Back Apps Complement the viewing experience, but do not distract from it Zeebox Source : Visionmobile.com

24. Lean Forward App Example The Walking Dead App Made the Top Ten List in the iTunes App Store during the first week 62,000 downloads in the first 60 days 300,000 gameplays in the first 60 days 37.8% uplift in viewers 65.3% jump in audience share www.redbeemedia.com

25. Lean Back App Example Zeebox One million App Downloads UK only (US Soon) UK startup http://mashable.com/2012/09/27/zeebox/

26. Sky Invests in Zeebox Sky TV recently acquired a 10% stake in Zeebox The move both illustrates and underscores the importance that advertising on TV apps will have in this emerging industry.. Advertisers want to reach their audience across both screens Source : Visionmobile.com

27. Opportunities for Welsh SMEs S4C digital development fund http://www.s4c.co.uk/e_press_level2.shtml?id=675 Gap in market for Welsh Programming, e.g. Translation of English programmes to Welsh and Welsh programmes to English (Subtitles app) Welsh Government Digital Development Fund CEMAS Business Support Programme Channel 4 Alpha Fund : http://www.channel4.com/info/commissioning/4producers/creative-diversity-faqs http://wales.gov.uk/newsroom/businessandeconomy/2012/120927talent/?lang=en

28. But.. http://www.robcottingham.ca /cartoon/greatest-hits- twitter/

29. Content is king For your app to succeed as a 2 nd screen app, you need great content and reason to disrupt or enhance their viewing experience And Finally..