1. Tweede Scherm
Van Innovatie Naar Noodzaak
Jeroen Elfferich
@jeroen020
IAB Taskforce Second Screen
CEO & Co-founder Ex Machina

2. How much media does
a 25 year old consume
per day?

3. 9 hours

4. How much time does
this take?

5. 6 hours

6. Second Screen
• In US, 75% use TV & internet simultaneously
• 50% do so every day (Clustalabs)
• 86% of US mobile internet users use their
phone while watching TV (Yahoo!Nielsen)
• 30% of total iPad usage is while watching TV
• 72% of under 25’s in the UK comment on
programs via social networks (Digital Clarity)

7. Media Multitaskers

8. Why?
• Broadband everywhere
• Desirable hardware & intuitive, touch UIs
• The WAF, KAF & FAF
• New ways to share, communicate &
compete: social networks & APIs
• We want to be part of a group

9. Second Screen Usage
• Navigation & Control
• Conversation & Social Aggregation
• Information
• Interaction

10. Scope
• Everything
• Subject
• Broadcaster/network/channel
• Programme
• Brand?

11. Stakeholders
• IP owner & Production Company
• Advertiser
• Broadcaster
• TV operator
• TV manufacturer
• Viewer/consumer/user
• Rogue?

12. Generic

13. Guidance, Check-in & Aggregation

14. Broadcaster

15. Generic + Specific

16. The 5 M’s of Second
Screen

17. 1988
The ‘Henny Huisman
Effect’ is a situation
where the national
phone system grinds
to a halt due to a
sudden, massive
amount of phone
calls.

19. 1999 Big Brother: Making headlines worldwide
Interactive voting via SMS and IVR
Today still broadcast in 32 countries, 320 million viewers

20. Moment

21. 1 vs 100 (Microsoft Xbox)

22. Sync

23. Meaning

24. Intuitie (RTL4, Fremantle)

25. (Subtitled Video)

27. Mass

28. The Money Drop (Monterosa)

29. The voice of Holland Thuiscoach

31. Multi-Platform

32. web a
Show

33. Broadcast site RTL
web a
fb app
Show
iOS
andrd

34. Twitter
facebook
Broadcast site RTL
web a
fb app
Show
iOS
andrd

35. Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL
web a
fb app
Show
iOS
andrd

36. Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL SBS NPO MTV Disc ...
web a b c d e f g h i j k l m n m n o
fb app
Show
iOS
andrd

37. web app native fb app widget
APIs APIs
second screen platform
Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL SBS NPO MTV Disc ...
web a b c d e f g h i j k l m n m n o
fb app
Show
iOS
andrd

38. web app native fb app widget
APIs APIs
second screen platform
Twitter
facebook
EPG Web app
Check-in iOS app
Search Android app
Broadcast site RTL SBS NPO MTV Disc ...
web a b c d e f g h i j k l m n m n o
fb app
Show
iOS
andrd

39. Monetize

40. Viggle (FunctionX)

41. Postcode Loterij Miljoenenjacht

43. Don’t
• Treat Second Screen as Ceefax/Teletext
• Just check-in
• Gamify the un-gamifiable
• Overdo it
• Let the servers crash

44. Do
• Synchronize
• Call to action
• Integrate: back & front
• Reward interaction, create feedback loops
• Offer pre & post-show experiences
• Allow the second screen to be the first

45. Merci
@jeroen020