Second Screen Strategy: Planning For (And Against) A Multi-Screen World

planning for
(and against)
THE
SECOND
SCREEN
strategies for a
multi-screen world

Ben Grossman
VP, STRATEGY DIRECTOR
JACK MORTON WORLDWIDE
@BENGROSSMAN
#2ndScreenStrategy
e: ben_grossman@jackmorton.com
m: + 1.617.752.1171
t: @BenGrossman
w: www.ben-grossman.com
Read our blog: blog.jackmorton.com
Follow us on twitter: @JackMorton
Visit us online: www.jackmorton.com

Second Screen Agenda
THE LANDSCAPE
CONSUMER BEHAVIOR
PLANNING FOR
PLANNING AGAINST

1.4 MOBILE DEVICES
PER PERSON
BY 2018
Cisco, 2014

18X 2013 DATA TRAFFIC WAS
THE SIZE OF THE ENTIRE
INTERNET IN 2000.
Cisco, 2014

NOT
SURPRISING,
SINCE
90% OF MEDIA CONSUMPTION IS
SCREEN BASED
10% ANALOG
90% DIGITAL
Google, 2012

AND GIVEN
THAT WE LIVE IN
A WORLD WHERE
ATTENTION
IS A
PRECIOUS
COMMODITY,
PEOPLE SPEND A
LOT OF TIME
LOOKING AT
MULTIPLE
SCREENS.

THE
SECOND
SCREEN
Use of a screen-based
device concurrent with the
consumption of another
form of linear content on a
separate screen.

THE
SECOND
SCREEN
Once specific to screens
secondary to the television,
today, the term has come
to describe consumers’
multi-screen habits and
cross-screen journeys.

THE
SECOND
SCREEN
Peaked, it has!
85% of smartphone and tablet
owners use their devices while
watching television.
2004-2014: RISE OF TERMINOLOGY
2005 2007 2009 2011 2013
Google Trends, 2014, Nielsen

THAT MAY SOUND
DISTRACTING.
BUT, LOOK CLOSER
AND THERE’S A
MAJOR
OPPORTUNITY.
Viewers using a sync
application to view TV
programming showed a
26%
higher engagement rate than their
solo-screen viewing counterparts.
Time Warner, 2013

AND BRANDED
APPLICATIONS
HAVE PERFORMED
BETTER THAN
GENERICS.
SECOND SCREEN MOBILE
APPLICATION ENGAGEMENT
BRANDED
144 INDEX INCENTED
131 INDEX
GENERIC
115 INDEX
Time Warner, 2013

2 TYPES OF
SECOND SCREEN BEHAVIOR
22% 78%
COMPLEMENTARY MULTI-TASKING
The simultaneous use of
screens where activities or
content are related, and thus,
stands to increase
engagement.
The simultaneous use of
screens where activities or
content are unrelated, and
thus, constitutes a potential
distraction.
Microsoft, 2014

COMPLEMENTARY MULTI-TASKING
“If there’s an actress that I
recognize, but I can’t
remember where I recognize
her from, I’ll just do a quick
search on IMDB, or
something like that.”
-Andrew
“Just out of habit, picking up
the touchpad or the phone
and deciding to search on
the internet for a little bit. [...]
It’s frustrating that I do it
though, because you feel like
you don’t stay as engaged...”
-Bradley
2 TYPES OF
SECOND SCREEN BEHAVIOR

9%
SECOND SCREEN ACTIVITIES
15%
23%
25%
42%
44%
60%
EMAIL
INTERNET BROWSING
SOCIAL MEDIA
GAMES
SEARCH
WORK
VIDEO
Microsoft, 2014

MULTI-TASKING
COMPLEMENTARY
REAL-TIME
RESEARCHING
SITUATIONAL
SOCIALIZING
ONGOING
GRAZING
GREAT
ESCAPING

REAL-TIME
RESEARCHING
A simultaneous journey where
consumers view related content on
two or more devices at the same time.
Generally motivated by curiosity,
desire for efficiency and habit.

SITUATIONAL
SOCIALIZING
Connecting with like-minded
communities, using first screen content
as a catalyst for conversation.
Generally motivated by extroversion,
desire for connection and habit.

ONGOING
GRAZING
The most common behavior; users
access separate, unrelated content in
order to multi-task.
Generally motivated by habit,
personal preference and efficiency.

GREAT
ESCAPING
In the absence of interest in first
screen content, consumers jump to a
second screen, unrelated distraction.
Generally motivated by boredom,
desire for efficiency and habit.

Create A Multi-Screen Experience
Encourage Real-Time Researching and Situational
Socializing by actively suggesting a Second Screen
experience to viewers. Possibilities include:
1. Real-Time Engagement: Use a mobile app or hashtag to
encourage voting, live questions or user contribution.
2. Contextual Networking: Leverage a specialized, synced mobile
app or existing social network for viewers.
3. Optional Deep-Dive: Enrich the first screen by providing
complementary content that offers more depth (behind the scenes
and after shows) through a mobile app or online destination.

Create A Multi-Screen Experience
Sponsor-branded or co-created
multi-screen
experiences can help to
ensure that viewers
(including those that view
asynchronously) are fully
engaged with content --
including advertiser
messages. USA Network ’s Suits has a suite of Lexus-branded
second screen experiences,
including Suits Live and Suits Recruits, that
engage users during and after the show.

TV Everywhere, Enhanced
Plan for some level of Ongoing Grazing and, in worst
cases, Great Escaping, by making key content available
after the first screen experience is over.
1. Digital Archives: Allow users to pick up viewing on across
screens, time and location.
2. Personalized Recommendations: Provide content with
additional, personalized context and recommendations to
encourage further viewing.
3. Dedicated Follow-Up: Make viewing an event, complete with
follow-up communications (email, mobile app or social media).

TV Everywhere, Enhanced
Beyond simple syndication
of content to other
platforms, series that
develop rich ecosystems of
multimedia content to
surround their episodes
reign supreme and deliver
alternate sources of
revenue. Log oTV’s RuPaul’s Drag Rac e surrounds its
episodes with a world of social media,
branded live events and content generated
by the show and its contestants.

Use Snackable Content
Whether it’s to enable Situational Socializing or to grab
attention when an audience has begun Ongoing Grazing,
small-form content is key.
1. Repackaging of Content: Offer video clips, animated .GIFs or
meme-like photos before, during and after the viewing experience.
2. Tweetable Moments: Request certain behaviors of viewers by
focusing their attention on specific “Tweetable Moments” to
encourage audiences to engage in Situational Socializing.
3. Contribute Conversations: Leaders do more than distribute
content -- they foster conversations with cast, fans and more.

Use Snackable Content
Properties that choose to
embrace consumers’
desires to remix and share
content through social
media can generate
greater buzz before,
during and after viewers
consume content.
Contributing pre-crafted,
snackable content is key.
American Idol, which engaged users across
screens from the start, leads the way with
animated .GIFs and video clips to promote
its 13th season.

Abandoning The First Screen
Consider breaking away
from traditional audiences
by leveraging digital
properties, including
influencers, as the channel.
When content is designed
with second screens in
mind first, the result is a
significantly more
engaging experience.
Cotton’s 24-hour Runway Show is a second
screen by design annual event. It leverages
influencer partnerships and People magazine to
reach its target audience through traditionally
secondary screens.

Design Audience Interaction
Creativity can lead to the
perfect branded experience
that takes over the second
screen, while also
contributing to engagement.
Coca-Cola knew 60% of Super Bowl viewers
would be on a second screen. It made sure
through it’s own Polar Bowl that viewers didn’t
miss its message, reaching 9 million people
with an average dwell time of 28 minutes.

Require Use of the Second Screen
Second Screen distraction
(multi-tasking) becomes
less of a risk when an
audience is required to
actively use it to engage in
the content being
presented. Solutions can
either leverage personal
devices or arm attendees
with loaned devices.
Disney ’s Second Screen offering requires
users to synchronize iPads with live films to
enrich the experience, engaging audiences at
every turn of the film.

INSPIRE
SHARING
BRAND
EXPERIENCE
PRINCIPLES
ADD
VALUE
USER-FIRST
DESIGN
ON
(NOT IN)
THE
WAY
ENGAGE
ALL

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