Case Study: Using Smart TVs to Further Engage Viewers Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG David Preisman, VP,

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Presentation transcript:

Case Study: Using Smart TVs to Further Engage Viewers Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG David Preisman, VP, Interactive Television, Showtime Networks Claudio Marcus, EVP Marketing & Research, Visible World

TV Sync App Creative interaction Active fan engagement TV Program Remind App Viewing insights Program promo effectiveness Case Study: Using Smart TVs to Further Engage Viewers

LivePlus Adds Interactivity to Linear TV

Smart TVs: Growing Scale & Connections

Usage of Smart TV Services

Smart TVs enable Synchronized Content Delivery LivePlus default “on” – Recognizes video content Matches & identifies show, episode, media time, or AdID Initiates overlay interactive content from content owner

Applications Using LivePlus Synchronous in-show Interactivity Enhanced advertising Tune-in reminders Programmer specific recommendations Program related VOD Program related T-Commerce Show related social media Analytics and measurement

TV Sync App Creative interaction Active fan engagement Case Study: Using Smart TVs to Further Engage Viewers

Video: SHO Sync Overview

The first in-program interactive experience for Smart TVs Available on 2012 and 2013 LG Smart TVs Also available for iPad as a second screen “companion” app Engages fans with interactivity for the series they love Appeals to a key demographic Creates a social experience around television (live voting, social sharing from TV) Integrated gamification and rewards can grow loyalty, ratings and subscriber retention Nominated for 2013 Primetime Emmy ® Outstanding Interactive Program: The Homeland SHO Sync Experience

Video: Smart TV Examples

Easy to use No apps to install Branded to take on the look and voice of each program Rolling out for: -Homeland -Dexter -Ray Donovan -Shameless -Californication -New Series: Masters of Sex

TV Program Remind App Viewing insights Program promo effectiveness Case Study: Using Smart TVs to Further Engage Viewers

TV Program Remind App Simple consumer value Drives viewership and enables data capture Super easy to implement Video: Smart TV Program Remind App

Insights for effective program promotion TV Program Remind App Closed-loop analysis of program promo effectiveness Ample research scale Easy, timely & cost effective

Insights for effective program promotion Early insights across campaigns Recency really does matter

Insights for effective program promotion Early insights across campaigns Recency really does matter Frequency has strong impact but is hard to achieve in scale

Insights for effective program promotion Early insights across campaigns Recency really does matter Frequency has strong impact but is hard to achieve in scale Significant geographic differences

Case Study: Using Smart TVs to Further Engage Viewers Questions?___