Roger Cohen, The Quest to Belong
Next year’s Thanksgiving grace.
CEO Andrew Fisher told The Guardian: We have the ability to identify the product in a TV show so that when somebody Shazams it, they could find out where a presenter’s dress is from in one click.
No big surprise. I predicted this — as did oters — and wrote about it in Social TV and the Second Screen, last year.
85% of smartphone users reported second screen-linked behavior at least once a month, over 60% reported doing it on a weekly basis, and 39% did so daily. Over 80% of 18- to 24-year-olds told Pew they used their phone while watching TV, and 60% of Americans with annual incomes above $50,000 use their phones while watching TV.
Read more: http://www.businessinsider.com/bii-report-why-the-second-screen-industry-is-set-to-explode-2013-2#ixzz2MQvo3Wdn
Visual SyncAR breaks the fourth wall, brings TV content into your living room
Visual SyncAR, from NTT, uses digital watermarks embedded in the video stream to display synchronized content on a second screen. The screen area and playback timing is quickly detected, allowing for CG overlays and contextual information to be displayed with precision.
I predicted this technology last year in the Social TV and the Second Screen report.
Tim Cook, to NBC News’ Brian Williams.
Yeah, that’s about as close to a confirmation of the project as you’re going to get out of Apple…
Reports of Viggle’s acquisition of GetGlue might be a bit hasy, since the deal between the two social TV players is contingent on Viggle raising an additional $60M in financing.
Viggle buys GetGlue in social TV consolidation play - The AppSide
Viggle’s latest financials report reveals that in the year to 30 June 2012 its revenues were $1.7m, while its net losses were $96.5m.
$100M to build a social TV application? What are they doing with all that money? It’s preposterous. That’s more than MySpace burned through in the last year, and I thought they had set the bar.
I think the reality is that people are more likely to simply continue using Twitter or Facebook when watching TV instead of switching to a specialized app.
Nielsen’s new Connected Devices study is out:
- Social Media — 44% of 18-24 year olds and close to 50% of 25-34 year olds are visiting social networking sites on their smartphones during both commercials and programs while watching TV.
- Seeking Information — 36% of people 35-54 and 44% of people 55-64 use their tablets to dive deeper into the TV program they are currently watching.
So the older folks are relying on search to make their experience of TV richer, while the youths are relying on each other.
Anthony Kosner interviewed Jeremy Alliare about Apple’s hopes for a displacement of conventional cable TV, as he laid out in a recent WSJ piece. Allaire had written some things that line up very closely with the predictions I made in the recent special report, Social TV and The Second Screen. In particular, Alliare wrote:
In my view, TV is the last screen to fall as a computing platform. What do I mean by this? That we should think of TV screens and monitors as the final frontier in Internet-based software applications, not as devices to watch and consume video content.
Properly conceived, a TV is a large high-definition audio/video rendering device that plays a role in displaying content and related data. While certainly the ideal device for consuming and using video-based content, it is also simply put the largest computer monitor in our lives, and one that very often presents in a social context — the living room, the conference room, the dorm room, the classroom, the retail store floor and shop window. In short, these TV monitors are at the core of all of our major social and economic activities.
And in recognizing the broader role that these monitors play in our lives we can begin to re-conceptualize TVs as not just screens for video, but as a rich computing surface for viewing information, playing games, communicating, learning, shopping and so forth. In the past, when trying to use these screens for non-video applications, we would connect them to a PC or laptop (to present a shared piece of content that a group could discuss or interact on), or connect them to a game console for playing games.
In general, most attempts to evolve the capabilities of the TV monitor into richer computing platforms have failed.
Allaire goes on to suggest that Airplay and realted capabilities on our Apple devices allow a transition to using these devices as the next generation set top box, with a superior user experience compared today’s lame options. And it positions Apple to dominate as the preferred second screen in the New TV world, which is about experience, not audience.
Allaire waves a hand of what Apple might do after that — when it also is selling the TV device, and not just adapters for non-Apple TV devices — but the big question is: how can Apple get the existing players to play along? And that’s what Kosner wondered, too:
Anthony Kosner, Brightcove CEO Allaire on How New Apple TV Experience Will Change Home, Work, Advertising via Forbes
Kosner:What do you think Apple has to do to get the “very top-tier TV operators like Comcast and Time Warner to go for their proposal?” Is it just a matter of selling a ton of “add-on” devices with whatever alliances they can start out with and then the top-tier will have to come around? Or are there specific concessions the cable companies are looking for?
Allaire: I think it’s a complicated question. At the core, Comcast, Time Warner and the like are concerned about losing control of the customer relationship, losing margin, and becoming ”dumb pipes” as it were. Clearly, however, if Apple can establish a footprint of TV connected devices that is in the 10s of millions, which should be possible in 1-2 years, their deeper concern will be Apple having enough scale and leverage that they will go direct to the broadcast programmers and disrupt the existing packaging and distribution model for TV content. While expensive for Apple, it is conceivable. That threat may drive one or more of the top-tier MPVD’s [multichannel video programming distributors] into an alliance with Apple that marries their programming relationships and existing broadcast product with an Apple-controlled user experience, much like Apple established with voice products on top of the wireless carrier networks. But I don’t see Apple doing this without also retaining the right and ability to innovate in video content pricing/packaging models as well.
Kosner:Will marketers be more likely to sponsor content experiences on this new platform-to wrap their messages and offers around the content-as opposed to using more traditional advertising devices (i.e., the 30-second spot)?
Allaire: This has been the question for almost a decade across multiple new mediums. When we launched Brightcove Video Cloud almost 7 years ago, we had envisioned interactive marketing experience that launched from and wrapped around online video, but the advertising industry didn’t bite and stayed focused on extending the TV commercial model to the Web. There are a host of reasons for this, and I ultimately thought it was a short-sighted approach from the marketer community. When apps came to phones and tablets, again, people thought that richer forms of interactive marketing would become the powerful advertising model, but as you can see today, we are largely still stuck in the display advertising world in mobile and tablets. I do think we will break through and marketers will embrace deeper forms of interactive marketing on these platforms, especially as we extend into the traditional “turf” of TV advertising in the living room.
Too many people are narrowly focused on what it means to have second-screen apps for existing TV video content. I do think that is an important space and one that we’ll see a huge amount of innovation around, especially as Apple TV Apps take hold. For example, we’re working with some broadcasters on TV Apps that provide a great HD viewing experience that is controlled on the iPad and where, while the program runs, compelling companion content, including social streams, are available. That is certainly more “social” than existing broadcast TV.
Kosner:Following up on the last question, do you see the “connected TV” and “second screen” paradigms that you describe as being potentially more successful advertising mediums than desktop and mobile, and if so, why?
Allaire: In theory, this should be the ultimate medium for advertisers, the combination of deep, high-quality viewing environment and an engaged, interactive medium. TV advertisers have been dying for methods of bringing the emotional impact of high-production value video-based commercials into the online environment, and this new model offers that, irrespective of whether users are using a “video app” or some other content app on their Apple TV. Crucially, the larger surface of the TV combined with the companion surface of the tablet creates a highly compelling environment for rich media interactive advertising.
I find a great deal of what Allaire says to be prescient, especially the power of the Swarm Of Devices to create a rich user experience. Perhaps I differ in my aversion to the traditional media thinking creeping in, but this is a distinction of degree not disagreement.
Most critically, Allaire has laid out the strategy that Apple might be using to get cable operators to play along. If they can envision a near future in which Apple has become the premier provider of a transitional New TV experience with tens of millions of add-on devices or iTVs sold, they could face extinction because Apple could start creating their own programming or licensing it directly. Therefore, it might be more adaptive for cable operators to make deals with Apple upfront, and get baked into the new recipe.
I’m sure Apple must be spinning some version of that story, as Allaire suggests.
There’s a torrent of new research coming out about the second screen, and how rapidly we are moving from Old TV to New TV, as I detailed in the recent Social TV And The Second Screen report.
The numbers of people second screening is rising quickly, as shown in this eMarketer study:
The study also found that around 41% of respondents were interested in or were already using websites and apps that allowed them to chat with others about TV shows. Of those respondents, 56% said that, if their favorite TV show launched a social TV app, they would be interested in a chat function directly through that app, while 53% would prefer to use Facebook chat. Half of respondents would use text messaging or group texting and 38% said they would use Skype to discuss that TV show.
Looking at when viewers are participating in these social TV activities, it depends on the type of content or activity. Checking in to a show, through an app such as GetGlue, generally happens before or during a show, while searching for extra information or playing games most often takes place during ad breaks or after the show.
This write up never mentions Twitter, which seems a strange omission.
Joe McKendrick reviews the Social TV and The Second Screen special report for Smart Planet (Social TV fuels race for ’second screen’ dominance: 13 disruptive companies):
Not too long ago, consumers had one screen in front of them at a time, and it was either a PC, or a standard television set. Now, consumers are surrounded by a “swarm of devices” that are increasingly interacting and overlapping one another. Lately, tablets have been the device of choice serving as the second screen of choice, and the race is on to capture big pieces of this vast new real estate.
That’s the gist of a new report by Stowe Boyd of Work Talk Research. He refers to the trend as “second screening,” but it means a lot more than simply having another screen present while watching television. It opens up a new era of interaction — the rise of “Social TV.” This Internet-TV convergence now taking place has implications for a range of industries, from broadcasting to content delivery to advertising.
To download the special report, click here.
Emma Gardner contributes to Lean Back 2.0, and talks about the fact that TV users are participating in lean forward and lean back behvaviors at the same time with the New TV model I discussed in the recently released Social TV And The Second Screen special report.
New report on ‘Social TV and The Second Screen’, Emma Gardner
The report finds that TV viewers are “increasingly likely to be using multiple devices at the same time. For example, watching a conventional TV screen while texting a friend on mobile phone, or discussing the show or game with friends on Facebook.” Boyd asserts that TV is becoming less like a main stage, and more like a backdrop for people to engage in social interaction.
As TV viewing habits change, so will advertising. Boyd believes that the days of the 30-second TV commercial are nearing an end:
“New advertising models — ones that are much more aligned with web advertising models — are already emerging on the second screen, and these will lead to a rapid decrease in the proﬁtability of the Old TV model as ads playing on the dumb TV device are displaced by ads and other forms of participative sponsorship on the second screen: on users’ smart phones and tablets.”
When I recently spoke with Annette King, chief executive at OgilvyOne UK, she reiterated this shift toward second-screen advertising, offering a tangible (and delicious) example. Let’s say that Jamie Oliver is making a special truffle recipe on his television show. King imagined an ad where you might “use your tablet to find out where truffles grow in the world or how to make Jamie’s recipe.”
This intersection of leaning forward and leaning back might have profound implications for the publishing industry. Could magazine apps start to complement TV shows? I could imagine a travel magazine partnering with the Travel channel to offer viewers articles and trip recommendations. I’d certainly watch Anthony Bourdain travel to Lisbon while simultaneously looking up the best Lisbon eateries on my Travel and Leisure iPad app.
I think King is onto something: we will see these new synergies, and the connecting of print media with the user experience of social TV, and cooking and travel are delicious places where this will happen soon.