Interactivity on the Second Screen
Chris introduced the session by pointing out that UK consumers still watch xxx hours of TV per day – but that total digital hours have grown to xxx hours. Obviously we don’t have more hours in the day; what’s happened instead is that people are now consuming the two together, and the two have now developed an almost symbiotic relationship.
32% of all device use is simultaneous. That might suggest that people are less engaged in TV – but far from it. Multiscreeners are less likely to leave the room in advert breaks. Multiscreening has led to two key behaviours: Meshing (using your device to engage further with what’s on TV) and stacking (engaging in unrelated activities. Meshing accounts for 24% of all multiscreening activity.
Jon Block then talked about the 7 need-states that multiscreen meshing helps fulfil, and explained that different genres meet a number of different needs:
- Sharing – just have to tell my friends and find out what they have to say
- Control & Discovery – organise what’s happening on the main screen
- Curiosity – what’s that music? who is that actor? where can I buy that dress?
- Enhancing – dialling up the experience and ‘gamification’
- Reward – win prizes, be rewarded for loyalty
- Contributing – influencing the on-screen narrative, feedback, voting etc.
- Get Closer – getting closer to the show e.g. extra footage or behind the scenes
They key to second screen success is to think about three things: have a clear Call to Action, minimise the Barriers to Entry, and maximise the Perceived Reward.
Optimising these three factors helped the X-Factor app achieve 5.5m downloads and deliver an average 15 minutes dwell time.
The X-Facto app has helped Domino’s turn their relationship with the show into a proper connected system. Integrating games within the app that line-up with on-air adverts delivered massive engagement – 15% of app users clicked through and 64% played the game, flinging a total of 1.25m virtual pizzas.
Chris then talked about how to make the most of meshing behaviour, and introduced MediaCom’s Second Screen Planner tool, which helps understand which TV moments drive the biggest meshing behaviour.
In summary: Think about the need-state when planning to make the most of meshing, and be clear about the behaviour you expect from consumers.