Presentation from Doug Robinson, CEO of Fresh Digital Group, for Producers Guild of America New Media Council East event, 'Television Extended: Producing for the 2nd Screen,' at The New School, Monday, October 6, 2014

1. Capabilities & Select Product Showcase
Television Extended: Second
Screen Strategies and Case Study

3. Why
FDG?
Intro Demographics &
Stats
Multi-Screens Showcase
A second screen experience is
a specifically designed app or
mobile optimized webpage that
is created in order to capture
the attention divide of a person
using a mobile device or a
laptop while watching TV and
use it to compliment the
program that the consumer is
currently viewing.
What exactly is a Second Screen
experience?
ROI

4. People Who Use Smartphones While
Watching Television by Frequency:
39% of smartphone owners
reported using their devices
while watching TV on a daily
basis.
85%
67%
46%
0%
20%
40%
60%
80%
100%
MonthlyMultiple Times a Week DailySource: Pool, Two Square TV Lane, 2013
While watching TV most users are Multi-
Tasking on their Smartphones
Why
FDG?
Intro Multi-Screens ShowcaseROIDemographics & Stats

5. 85% of tablet owners also claim to watch TV while using their tablets.
Watch TV while
using my Tablet
85%
Heavy
Multi-taskers
38%
Light
Multi-taskers
47%
… or on their tablets.
Why
FDG?
Intro Multi-Screens ShowcaseROIDemographics & Stats

6. In the U.S., this behavior thus far is correlated with younger ages and
higher incomes. We expect smartphone and tablet growth this holiday
season to increase the lower categories.
81%
72%
60%
45%
29%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-24 25-34 35-44 45-54 55-64 65+
Viewers Who Use Phones While Watching TV by Age
Source: Pew Internet & American Life project.
Why
FDG?
Intro Multi-Screens ShowcaseROIDemographics & Stats

7. Live Events:
While watching the
Olympics on TV, 63% of
consumers with a PC,
tablet, or smartphone were
simultaneously looking at
other scores or match
information
Live events offers an opportunity to engage deeper with the viewer.
Mass media events are increasingly experienced on the second screen. This
emergence of the "digital water cooler" requires high-level, end-to-end workflows
with an integrated capability to publish to second-screen web services.
Why
FDG?
Intro Multi-Screens ShowcaseROIDemographics & Stats

8. 8
• Non-Simultaneous Usage (Shifting): all non-simultaneous usage of
screens throughout the day.
• Simultaneous Usage: Using another digital screen at the same time
as watching TV
• Meshing: Using an internet-enabled second screen to enhance
the media experience by researching, talking, and engaging in the
program being viewed on the television screen
• Stacking: Using an internet-enabled second screen to conduct
unrelated media tasks while watching TV.
New terms: Simultaneous Usage vs. Shifting
Stacking is frequently seen as a threat, since it can be viewed as a hijacker
of attention
Why
FDG?
Intro ShowcaseROIDemographics & Stats Multi-Screens

9. Simultaneous Multi-Screening
When do they use each
screen?
• There are a multitude
of reasons that people
engage in
simultaneous multi-
screening.
• There are more
reasons to engage in
stacking than meshing.
Why
FDG?
Intro ShowcaseROIDemographics & Stats Multi-Screens

10. • People typically follow
a common sequence
when shifting between
different screens
relating to similar
content
• It is estimated that we
will begin to see the
sequence shifting
towards starting with
the smart phone, then
moving to laptop.
Simultaneous Usage vs. Shifting
Why
FDG?
Intro ShowcaseROIDemographics & Stats Multi-Screens

11. What does that mean to marketers?
1. Content is King
Television advertisements that provide multiscreen users with engaging
content are more likely to incite users to engage with the brand on another
screen. Content that is engaging and catches attention is likely to go viral,
and garner more views and interactions.
2. Storytelling
Similarly, a advertisement that has interesting visuals, music and story drive
users to look up the ad on another screen after seeing it on a television and
share it with their social networks through their smartphone.
3. Subtly infusing 1st screen into 2nd screen
4. Marketers should not define impact by numbers. Marketers should
consider their definition of impact, and adjust it to fit a multiscreen marketing
technique. Television may seem like it beats multiscreen marketing since it
has large viewership and is easy to measure number of people who have
seen it.
Why
FDG?
Intro ShowcaseROIDemographics & Stats Multi-Screens

12. Why? Consumers are already shopping
on their mobile devices while watching TV.
Over 40% of tablet owners do so.
+ Second screen commerce is a
natural extension of pre-existing
advertising and product placement
strategies.
+ If you like a product advertised on
television, it is easy to act on an
impulse and purchase it immediately
on a mobile device.
+ Timed ads set to appear in a
complimentary fashion to television
ads can help push consumers further
along the path to purchase.
+ Only a small % of TV viewers need
to develop an affinity for the activity,
for massive revenue potential.
Second Screen Commerce is poised to
Generate Significant Revenue
Why
FDG?
Intro ShowcaseDemographics & Stats Multi-Screens ROI

13. Unaided awareness, in particular,
has dramatically increased by
73% after users are exposed to
the ads on second screen.
Source: Pool, Two Square TV Lane, 2013
Second screen ads have proved to be
successful in lifting key brand metrics
73%
10%
45%
21% 19%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Unaided
Awareness
Aided
Awareness
Advertising
Recall
Campaign
Message
Recall
Brand
Favorability
Purchase
Intent
Why
FDG?
Intro ShowcaseDemographics & Stats Multi-Screens ROI

14. 3.9%
2.8%
3.3%
$0.75
$0.48
$0.62
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
Computers Smartphones Tablets
Cost-Per-Click
ConversionRate
Average Conversion Rate Average Cost Per Click
Mobile ads lead to sales
offline or on other
devices, and these sales
aren’t taken into account
when advertisers
evaluate the effectiveness
of ad campaigns.
Mobile ads are persistently underpriced relative
to their real impact
Paid Search Conversion Rate Cost-Per-Click, U.S.
Why
FDG?
Intro ShowcaseDemographics & Stats Multi-Screens ROI

15. … the return of mobile investment is significant.
ADVANCED ROI
CALCULATION
CURRENT ROI CALCULATION
Order Value Percent
By Device
MOBILE
PC
TABLET
85.7%
11.8%
3.5%
59.0%
8.2%
32.8%
Why
FDG?
Intro ShowcaseDemographics & Stats Multi-Screens ROI
However, if we take the second screen effect
of mobile into consideration…

16. ESPN InPlay: Live Broadcasted 2nd Screen Trivia
Experience• HTML5 & Responsive Web Development
• Built for the 2012 US Open Tennis Tournament, 2013
ESPYS, Home Run Derby, and Wimbledon
• This year the platform will run NFL Draft and The World
Cup
• Equipped with a customized CMS to enable real-time
product updates during broadcast times
• Offer multiple advertising opportunities for brands to
interact and engage with consumers in different ways.
• ESPN InPlay experienced 10x the amount of anticipated
user traffic for the product.
• 100% growth of visitors day over day
• 20,000 Visitors per night
• 100,000+ users
Why
FDG?
Intro Demographics & Stats Multi-Screens ROI Showcas
e

17. 17
Network TV: as Participatory Medium:
Gamification
• The viewers become active
participants in the show,
blurring the lines between
content and audience.
• Gamification, as a way to
drive audience
participation, works best
when the game-play is
intrinsic to the show
content.
Why
FDG?
Intro Demographics & Stats Multi-Screens ROI Showcas
e

18. NFL Draft
• 2014 NFL Draft
• Sponsored by Corona
• Featured player related trivia
Why
FDG?
Intro Demographics & Stats Multi-Screens ROI Showcas
e

19. Instantly jump into
a conversation and
tweet a response
or comment on
their Facebook
wall.
Utilize Twitter and
Facebook to see
what others were
saying about the
match.
Interact with
predictive and
historical trivia
questions
The user was able to…
2 31
This Allowed for a Rich Experience
Why
FDG?
Intro Demographics & Stats Multi-Screens ROI Showcas
e

20. “For ESPN, mobile has become virtually
indispensable. For the network’s coverage of live
games, up to 50% of online usage comes from
mobile. Thus, the key for advertisers is managing
that connectedness to a live event.”
-David Roter
SR. Dir. Digital Sales & Strategy at ESPN
Combined, the iPhone and the iPad constituted more
than 50% of the total traffic to the site
Why
FDG?
Intro Demographics & Stats Multi-Screens ROI Showcas
e

21. Key Takeaways
• The majority of media interactions are screen-based, and so marketing
strategies should no longer be viewed as ‘‘digital’’ or ‘‘traditional’’.
• Consumers turn to their devices in various contexts. Marketing and websites
should reflect the needs of a consumer on a specific screen.
• The sequential usage of mobile devices makes it imperative that business
enable customers to save their progress between devices. Saved shopping
carts, ”signed-in”, etc.
• During simultaneous usage, content viewed on one device can trigger specific
behavior on the other.
• Consumers shop differently across devices, so business should tailor the
experience to each channel.
• Most of the time when TV is watched, another screen is being used. These
instances present the opportune time to convey your message and inspire action.

22. • Best-in-class mobile marketing initiatives do not operate in a vacuum.
They formulate the core of an integrated and relevant cross-channel
strategy. In order to maximize their marketing efficacy and revenue
contribution, their performances are measured, analyzed and
improved. We know how to manage those plans.
• We are storytellers and brand builders blended with user-centered
designers, technologists and analysts. The collision of these poles can
cause overwhelming tension between the idea and the user. Our
execution of great work solves that tension—a resolution we live for.
End to End Solutions
Intro Demographics & Stats Multi-Screens ROI Showcas
e
Why
FDG?

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