Connected TV by Fullsix

1. SOCIAL, AUGMENTED AND SYNCHRONIZED TV
THE CONNECTED TV By FULLSIX GROUP
January, 2012
?
www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73

2. 1. What is the concept of connected TV?
AGENDA
2. Safe assumptions and educated guesses
3. What can be done today ?
4. What can be done today by FullSIX?
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3. 1. WHAT IS THE CONCEPT OF CONNECTED TV?
www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73

4. WHAT IS THE CONCEPT OF CONNECTED TV ?
Wikipedia Definition : Connected TV,
which is also sometimes referred to as
“Smart TV" or "Hybrid TV", (not to be
confused with internet TV or Web TV),
is the phrase used to describe the
current trend of integration of the
internet and Web 2.0 features into
modern television sets
Well, ok but concretely please?
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5. WHERE IS IT GOING TO TAKE US?
ENHANCE INTERACTION… :
Simply making TV a digital device that can be
leveraged the same way we do it for mobile,
tablets, Laptops, etc…
Therefore Moving the TV from a passive
experience to an engaging one…
… we can learn from to boost sales
… TO ENABLE PERSONALISATION :
If they interact with their TV, we can plan our
actions based on what they do, not only on what
they are…
… the same way we already do it today on any
digital device…
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6. ?
SAFE ASSUPTIONS
today there is no standard structuring connected TV
And there will be none before two or three years
Still, It opens an entire new game around advertising, and this new
game will function with the rules invented by the Online Industry…
We can start to leverage right now!
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7. 2. WHAT CAN BE DONE TODAY?
www.fullsix.com 157, rue Anatole France - 92309 Levallois-Perret Cedex – T: +(33)1 49 68 73 00 – F: +(33)1 49 68 73 73

8. « SOCIAL & AUGMENTED TV »
It’s not because consumers cannot totally use their TV as
a digital device today (ie. Interactive and personalised) ,
that they are not connected while watching TV…
• TV = big reach in all • Now augmented TV • 39%On social media • In France 63% surf on
households relies on others devices • 70% surf on internet internet
• TV = a multi-viewer they used while while watching TV in • For 22% the goal is to
screen watching TV Europe find informations
• 49% On instant • 92% tablets owners
messenger use it watching TV
• Source :2011 Group M Confidential – All/Rights Reserved – No production orFullsix/OTO Researchauthorisation
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et SFR Regie Etude Tablettes France 2011 diffusion without written 8

9. So nothing prevents us from leveraging these facts now!
Stretching your usual 30’, your billboard, sponsored event or TV
shows, …
to an interactive and engaging experience with your brand
While they see it, but also before and after…
It’s not about a simple tag or url at the end of your TV ad…
It’s about using a program, an ad, a TV moment as a hook for
more on the device they are using simultaneously
anyway…
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10. ACT ON SOCIAL & AUGMENTED TV NOW
Start delivering TODAY additional features
by synchronizing PC, Tablet and Mobile contents
and services with TV content and advertising
Technology is ready, multi tasking already happens, the time is ripe
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11. WHAT CAN BE DONE TODAY ?
 All the players involved and interested in the future
Connected TV can act on both elements NOW :
 Augmented TV
> Start delivering TODAY additional features by synchronizing PC,
Tablet and Mobile contents and services with TV content and
advertising
> Technology is ready, multi tasking already happens, the time is ripe
 Synchronized TV
> Start understanding how TV advertising triggers consumer
interaction by monitoring view through
> Start understanding the synchronization rules that emerged online
to be ready to implement them on Synchronized TV
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12. WHAT CAN BE DONE?
Control & organize a social activity around Examples in USA :
linear TV - In US : Get Glue, Miso
via social applications or platforms - In US : True Blood
SOCIAL Build loyalty
Example in USA :
& and/or ambassadorship programs - NBC, USA network
AUGMENTED
TV Enhance the TV experience :
Examples in UK :
Via second screen applications or - Adidas Football App
interactivity viral content, votes…)
social platforms - Million Pound Drop
Make business around a TV experience: Examples in USA :
develop brands’ partnership, merchandising - Oscar Ceremony App
related to TV content, links to shopping, - Tough enough
VOD…. - True Blood
Collect personal data and create Examples :
SYNCHRONISED TV - In France : Canal Sat
personalized program, personalized ad,
Via second screen applications or - In USA : Get Glue,
social platforms personalized services
Netflix
or set top boxes
Collect collective data and measure TV
content relevance and audience
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13. Social TV app creation / Miso
http://www.youtube.com/watch?v=50o6RvdCQsg
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14. Social TV app creation / Getglue
TV SOCIAL PLATFORM IS A HUGE TREND IN USA
 The first in the market, GetGlue (foursquare-like) :
 1,5 Mios users,
 12 Mios unique monthly check-ins in August 2011
 800% check-in growth in 2011 vs 2010
 What can you do with GetGlue ?
 Check in for entertainment
 See what your friends are watching
 Share what you like
 Get suggestions based on your tastes, your historical
check-ins
 and even immediate value with GetGlue : section for
topics you are thinking about
 Earn rewards from Get Glue’s partners
 Others social media check-in applications: Intonow
(shazam-like, the only one on the market), Miso, Philo,
Loyalise, Tunerfish…
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15. Enhance TV moments / adidas (by FullSIX)
TRAILER
http://www.youtube.com/watch?feature=player_embedded&v=jXqGu76Fl2o
APPLICATION
http://apps.facebook.com/adidasallpassion/
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16. Enhance TV moments / adidas (by FullSIX)
TRAILER
http://www.youtube.com/watch?feature=player_embedded&v=jXqGu76Fl2o
APPLICATION
http://apps.facebook.com/adidasallpassion/
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17. Enhance TV sponsoring / Pepsi
X Factor gets social with help from Pepsi
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18. Promo live from TV / Pepsi
Television-tagging iPhone
application IntoNow has
partnered with Pepsi in a
promotion that will reward
app users with a free soda for
tagging the drink-maker’s
new Pepsi MAX spot.
The only Shazaam like
system when the other ones
are based on active checkins
Partnership with distributors
to gather their rewards
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19. Personalisation is already there
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20. WHAT CAN BE DONE TODAY BY FULLSIX?
November, 2011
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21. WHAT CAN WE DO?
For TV shows and networks
Live or not live apps
SOCIAL
&
AUGMENTED
TV
Via second screen applications For Advertisers
or social platforms
iAd through fingerprint/watermark
In app advertising
App sponsoring
For Advertisers
SYNCHRONISED Tracking view through on TV campaigns
TV
For Advertisers
@lternative TV (catch up, etc…)
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22. WHAT CAN BE DONE TODAY BY FULLSIX?
AUGMENTED AND SOCIAL TV November, 2011
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23. AUGMENTED TV
// CORE USER EXPERIENCE
Social features
BEFORE Content features
Interaction features
Commerce
Social features
DURING Content features
Interaction features
Commerce
Social features
AFTER Content features
Interaction features
Commerce
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24. AUGMENTED TV
// CORE USER EXPERIENCE
Social features : planning to assist, friend coordination
Content features : gossip, news…
BEFORE Check in
Interaction features : games
Commerce : fan stuff, etc…
Check-in Social features : Facebook, twitter feed, like a moment…
and
Synchronized Content features : Basic content (text, images, maps, stats, or
DURING content video or sound) that adds to the experience
through
watermark Interaction features : Simple games, surveys
or fingerprint
Commerce : buy a song, clothes,… which are on screen
Social features : let discussions open, comments…
AFTER Content features : watch best moments (most liked)…
Check in
Interaction features : games
Commerce : fan stuff, everything that was available during the
show, etc…
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25. EXAMPLE OF WHAT WE CAN DO
// MASTERCHEF FRANCE
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26. BEFORE
Social features :
Envoyer une invitation à tes amis
pour regarder l’émission ensemble
et participer à un jeu en live
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27. BEFORE
Content features
- Regarder les épisodes précédents et ne jamais
plus manquer un moment
- Des bandes-annonces
- Des gossips
- Des interviews du jury, des participants
- Des informations mystères en avant-première
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28. BEFORE
Interaction features :
- Un jeu de « coaching » en équipe ou en solo
pour te préparer à devenir un véritable
critique gastronomique et te préparer à
regarder, à jouer, à participer en live à
l’émission avec tes amis
- Possibilité de partager ton score sur le
«wall of fame»
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29. BEFORE
Commerce :
- Des produits dérivés de l’émission à
acheter chez nos partenaires pour se
préparer à devenir un « Masterchef »
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30. DURING
Social features :
- Chat, comment, like
- Discutez de l’émission en temps réel
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31. DURING
Content :
- Des vidéos bonus
- Les coulisses en live
- Informations exclusives sur les chefs,
les membres du jury et les participants
et également les lieux
- Information exclusive sur la recette
de l’émission en cours
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32. DURING
Interaction features :
- Jouer à "Dans la peau d'un chef"
- Anticiper les résultats en live de Masterchef,
gagner des points en équipe
- Affiche tes scores sur le wall of fame Facebook
et gagne une soirée VIP pour assister en live
à la finale.
- Affiche en réalité augmentée tous les produits
culinaires de l’émission et joue à un quizz pour
gagner des cadeaux
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33. DURING Commerce
- Acheter des Produits et ustensiles de cuisine qui passent dans l'émission.
Achat groupé avec tes amis = réduction
- Livraison à domicile d'un plat réalisé pendant l'émission. Si commande
groupée, un cadeau !
- Réserver dans le restaurant des chefs pendant l'émission, lors du dîner
le chef préparera un plat exclusif « Masterchef »
- Cliquer, se renseigner sur le pays où se déroule l’émission et réserver
un voyage via notre partenaire pour vivre la même expérience en live !
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34. AFTER Social features :
- Chat, comment, like
- Commenter les recettes.
- Je deviens « Masterchef » à la maison et prépare
un repas pour mes amis
- J'ai des amis ce soir à la maison, je trouve une idée
de repas, originale, décalée, exotique selon mon envie
et l’envie de mes invités (je leur pose la question)
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35. AFTER
Content features :
- Voir et revoir tous les épisodes
- Historique de l’émission
- Interviews du jury, des candidats
- Regarder les meilleurs moments,
les plus drôles
- Recettes exclusives et complé-
mentaires (app avec commande
audio pour pouvoir cuisiner et
regarder la recette sur iPad)
- Trucs et astuces exclusifs pour
les recettes
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36. AFTER
Interaction features :
- Chaque semaine concours de réalisation
de la recette de l'émission en vidéo
- Check in chez un cuisinier, un pâtissier
(invités de l’émission), gain de point
(toques) pour le jeu de before ou during
(prendre de l’avance sur les autres….)
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37. AFTER
Commerce :
- Kit de réalisation des recettes
- Des produits « MasterChef »
- Cours de cuisine pour soi ou bon cadeau
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38. WHAT CAN BE DONE TODAY BY FULLSIX?
SYNCHRONIZED TV November, 2011
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39. SYNCHRONIZEDTV
- Adapt “click through” digital concept to TV
- Test and learn from the link between TV ad and search on
VIEW-THROUGH
internet
- Measure the view-through of TV ads and optimize your
performance
- @lternative media strategy with double performance
compare to traditional TV media strategy
- Better targeting
@LTERNATIVE TV
- Be more efficient
- For more information, contact “6AM”
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