What is the role of second screen in relation to TV viewing? by Kalvin Coates

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Vic Davies John Hathaway

Buckinghamshire New University Faculty of Design, Media and Management School of Applied Business Management B.A. (Advertising Management with Digital communications)

What is the role of second screen in relation to TV viewing, and what are the implications for Advertising? Final Dissertation May 2013

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Please mark according to Guidelines http://bucks.ac.uk/registrydocs/ aq_GDMarkSpLD_Oct07.pdf I certify that this submission is my own work and understand Buckinghamshire New Universities regulations about, and the consequences of plagiarism and cheating. Signed: ……………………. Date: ……09/05/13

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Abstract Objectives The purpose of this study is to explore the uses of second screen and the potential Advertising value. In order to explore these potentials, the following objectives are to be met: •

To evaluate how people view main stream TV and its role in their lives

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To critically evaluate the role of second screen devices in relation to TV viewing

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To critically assess the integration of social media and second screen devices in relation to TV viewing and its impact on Advertisers

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To examine and consider the possible advertising opportunities in relation to the above objectives, drawing conclusion on the best methods for advertisers

Methodology •

The methodology of this study followed a Pragmatic and Interpretative Paradigm philosophical approach as it allows the researcher to both interview industry professionals as well as survey a sample of the population, thus answering the objectives.

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The approach will follow an Inductive Approach as it enables the researcher to make informed decisions regarding the research design, and understand the research approaches that will and won’t work.

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The research strategy will be that of a Case Study as it allows the researcher to interoperate consumers second screen user patterns in real life context.

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The research choice will be that of a Mixed-‐Approach as this approach relates back to the previous paragraphs on philosophy, approach and strategies, as well as the overall objective by using both qualitative and quantitative research methods.

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Due to the time frame allocated to the researcher, the research will be that of a cross sectional approach.

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The techniques and procedures used for primary research were; 4 Semi-‐Structured interviews and a Questionnaire carried out to 151 respondents both online and in-‐person. The sample was chosen on a purposeful sampling approach.

Findings, Conclusion and Recommendations Questionnaire •

82% of people asked watch TV with a smartphone/tablet

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28% of people who watch TV with a smartphone/tablet do so several times a day

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Only 21% of respondents find out more about a brand/advert when ‘multi-‐screening’

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Much of the activity undertaken is that with no relation to the content being viewed

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28% of respondents have used a companion app 2

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Respondents who do use such apps find it more engaging Interviews

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The industry knows consumers are using the second screen, however no real breakthrough campaigns have come through yet so are not willing to spend budget.

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Second Screen campaigns do drive very good engagement with consumers, building stronger relationships.

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The relevance of context of ad to activity and environment is known, yet budgets mean that agencies cannot tailor adverts as they should, resulting in poor metrics.

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The content put onto the second screen needs to be engaging, otherwise it is only a distraction from the first screen

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Companion Apps are seen more as gimmicks rather than providing real advertising value Conclusion

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The industry understands the relevance and opportunities from second screen however are sceptical to use such a medium until real breakthrough campaigns show how it can be used.

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Context needs to be understood; in relation to the device used, context of the ad, context of the first screen, activity consumer is doing.

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The content on the second screen must create an engaging experience and value to the consumer, otherwise it is a distraction, and can a cause negative affect to a brand. Recommendations

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Research into consumer behaviours, both on device, time of day, content consumed etc. IPA Touchpoints (2013) and comScore (2013) offer a lot of data on this. This will enable the element of context to be truly explored as an option.

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Ad-‐Sync offers great opportunities for synchronised ad placements for Direct Response led campaigns, with Twitter soon to release similar opportunities with their Twitter Music App. (AOL Inc, 2013)

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When running a TV ad, incorporate a #Hashtag, this can increase tweet volume by up to 4 times (Creative Review , 2013), a campaign for 3 named #danceponydance offers light on how to well incorporate social interaction using the second screen (Njodi, 2013) Endnote “Tell your story, as powerfully and effectively as you can, via the first screen, and only attempt to use second screen if you have something truly valuable to offer” Brennan, Media Native 2013

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Table of Contents

Abstract ............................................................................................................................................................................ 2 Objectives ............................................................................................................................................................................... 2 Methodology ......................................................................................................................................................................... 2 Findings, Conclusion and Recommendations ......................................................................................................... 2

Introduction ................................................................................................................................................................ 7 Aim of Dissertation ............................................................................................................................................................ 7 Background to Research Issue ...................................................................................................................................... 7 Issues ........................................................................................................................................................................................ 7 Objectives ............................................................................................................................................................................... 8

Critical Literature Review ........................................................................................................................... 9 How do we watch TV? ....................................................................................................................................................... 9 Second Screen .................................................................................................................................................................... 11 Demographic of ‘Second Screeners’ ......................................................................................................................... 11 Second Screen – Where it is Used ............................................................................................................................. 12 The Uses of Second Screen ........................................................................................................................................... 13 Social TV -‐ Social Media Driving Second Screen ................................................................................................. 16 Second Screen – How Advertisers Can Use Second Screen ........................................................................... 17

Related Models and Theories Applied to Second Screen ..................................................................... 18 Gordon and Valentine .................................................................................................................................................... 18 Models of Communication ........................................................................................................................................... 20 Buying Behaviour ............................................................................................................................................................ 21 AIDA ....................................................................................................................................................................................... 21 DAGMAR .............................................................................................................................................................................. 21

Evaluation and Conclusion of Literature Review ...................................................................................... 22

Methodology ............................................................................................................................................................ 24 Philosophies ....................................................................................................................................................................... 24 Approach ............................................................................................................................................................................. 25 Strategies ............................................................................................................................................................................. 25 Research Choice ................................................................................................................................................................ 25 Time Horizons ................................................................................................................................................................... 26 Techniques and Procedures ........................................................................................................................................ 26 1.

Qualitative – semi-‐structured interview ............................................................................................ 27 4

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2. Quantitative – Questionnaire ................................................................................................................................. 27

Critique of Methodology ........................................................................................................................................... 28

Primary Research .............................................................................................................................................. 29 Foreword ............................................................................................................................................................................. 29

Objective 1: To evaluate how people view main stream TV and its role in their lives .................... 30 Objective 2: To critically evaluate the role of second screen devices in relation to TV viewing 33 User behaviour .................................................................................................................................................................. 33 Companion Apps .............................................................................................................................................................. 36 Context of activity/content .......................................................................................................................................... 38

Objective 3: To critically assess the integration of social media and second screen in relation to TV viewing and its impact on Advertisers ............................................................................................................ 40

Objective 4: To examine and consider the possible advertising opportunities in relation to the above objectives, drawing conclusion on the best methods for advertisers ......................................... 43 How Second-‐Screen is being used ............................................................................................................................ 43 The Benefits ........................................................................................................................................................................ 45 What’s been done ............................................................................................................................................................. 46 Considerations .................................................................................................................................................................. 47 Should you consider Transmedia Storytelling/Companion Apps? ............................................................ 48 Companion Apps .............................................................................................................................................................. 49 Transmedia-‐Storytelling ............................................................................................................................................... 50 The progression of Second-‐Screen ........................................................................................................................... 51

Conclusion .................................................................................................................................................................. 54 Recommendations ............................................................................................................................................ 56 Works Cited ............................................................................................................................................................... 59 Appendices ................................................................................................................................................................ 63 Figure 1: Interviewee Consent Form ....................................................................................................................... 63 Figure 2: Interview Cover Letter ............................................................................................................................... 64 Figure 3: Interview Candidate and Timings ......................................................................................................... 65 Figure 4: Draft Semi-‐Structured Interview Questions ..................................................................................... 65 Figure 5: Draft Questionnaire ..................................................................................................................................... 66 Appendix Figure 6: Ethical Statement and Consideration ............................................................................. 68 Appendix 7: Online Survey Response Results (Survey Monkey) ................................................................ 69 Appendix 8: Street Survey Response Results Westfield (Google Docs) ................................................... 69 Appendix 9: Questionnaire .......................................................................................................................................... 70 5

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Appendix 10: Questionnaire Data Analysis Results .......................................................................................... 72 Appendix 11: Questionnaire Data Analysis Graphs and Data Representation ..................................... 75 Appendix 12: Semi-‐Structured Interview David Brennan ............................................................................. 80 Appendix 13 Semi-‐Structured Interview Francesca Seeley .......................................................................... 84 Appendix 14: Thomas Hebditch Interview Notes .............................................................................................. 87

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Please mark according to Guidelines http://bucks.ac.uk/registrydocs/ aq_GDMarkSpLD_Oct07.pdf

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Introduction Aim of Dissertation The purpose of this dissertation is to investigate the role of second screen devices in relation to TV viewing. Mindshare (2012) state, “A connected TV opens the door to many opportunities, but the fundamental role of TV remains the same. Most of the opportunities that connectivity creates are better suited on second screen.” This dissertation will use the following areas, which are important to the evolution of TV viewing to explore whether this statement is true: Social TV and Second Screen devices.

Background to Research Issue According to comsCore (2012) smartphone ownership has risen 40.4% on previous year to 55.8% of phone owners. Of said smartphone owners, 15% of these also own a tablet, this tablet ownership up 151% on previous year. (ComScore Mobile, 2012) These figures still in their infancy do show massive growth in this sector, highlighting the benefits to Advertisers and reasons to look further into second screen as a potential avenue to reach consumers in new and exciting ways. In order to understand the aim of this dissertation, the Issue, and intentions of this study must also be understood.

Issues The way in which TV is consumed is changing. According to BARB, the average Britain watches 4 hours and 3 minutes of TV a day. (BARB, 2012) However, whilst consumers spend this time watching TV, they are also using other devices. Sky/YouGov (2012) conducted a survey to 4400 respondents, with the finding that 75% of people asked watch the TV with a second device. (Sky/YouGov, 2012) What this does not tell us is what they are doing with their second device. Devices such as mobiles, tablets, computers, and connected TV’s have meant that TV can now be viewed anywhere and everywhere. Add in social media to amplify the talk around TV. Resulting in second screen devices playing a big role in TV now, but what are the opportunities out there for advertisers, and what does this mean to the consumers? This dissertation will explore what is mean by the figures and stats on this topic area. For example, YouGov/Sky survey (2012): “75% of people watch TV with a second screen” Are they using this in conjunction with that is being shown on the TV? Are they using it to tweet about what they just saw? Or are they using it for something irrelevant to what is being shown?

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Objectives With the background behind the issue described, In order to address the central question posed the dissertation shall address the following objectives: •

To evaluate how people view main stream TV and its role in their lives

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To critically evaluate the role of second screen devices in relation to TV viewing

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To critically assess the integration of social media and second screen devices in relation to TV viewing and its impact on Advertisers

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To examine and consider the possible advertising opportunities in relation to the above objectives, drawing conclusion on the best methods for advertisers

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Critical Literature Review With the background behind the issue at hand, and the objectives set for what this dissertation is to achieve. It would now seem prevalent to critically evaluate the sources and reading around the topic area, in order to understand the researchers view point, and to formulate a synthesised theory.

How do we watch TV? Morley (1986) cites TV viewing plays a constitutive part of a family’s life, lending to this that gender plays a great role in how TV content is chosen. TV to this day still acts as a social gatherer, much like in the 1950’s when TV resembled a ‘fireplace’ -‐ bringing everyone together -‐ whilst being mesmerised by a magical box. (New Media Knowledge, 2012) Yet, as previously mentioned this is changing. TV is still viewed in the living room, with other people. However, now people live ever more demanding lifestyles. So as a result, TV also has had to become an adaptive medium, allowing viewers to view anytime, anywhere. (New Media Knowledge, 2012) According to Thinkbox (2012) Linear TV is still the predominant method of watching TV, with On-‐Demand and online streaming only amounting to a small percentage of TV viewing. Diagram 1 demonstrates this:

Source: (Thinkbox, 2012) Diagram 1

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Even though Figure 1 comes from BARB, the figures do not yet include TV viewed on devices other than TV sets. It could be perceived that with data regarding other devices, the time spent watching On-‐Demand and Online Streaming might increase accordingly. As a result of people’s lifestyles, TV is now viewed on a plethora of devices; ranging from games consoles, smartphones, tablets, PC/laptops, and TV’s themselves. WA TV History (2011) state the significant change between 1992 and 2010 from a breakdown of the content broadcasters and the devices enabled to watch. (WA TV History, 2011)

Diagram 2: 1992 (Source WA TV History)

Diagram 3: 2010 (Source WA TV History)

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Both diagrams 2/3 are however relating to Australian TV. Yet, this would be very much the case in the UK. Adding to this, scheduled TV is not the only mode of choosing the content, on-‐demand allows viewers to choose the shows they want to watch, the time, and the place to watch it. This, in turn leads on to Second Screen.

Second Screen According to Createaspere (2012), Second Screen devices are “Internet connected devices” such as mobile phones (Smartphones), tablets and laptops. What gives ‘second screen’ devices their value is that they do not “interfere or muddle the content on the first screen, but allows viewers to interact with whatever is displayed on the first screen.” (Purse, 2012) Createasphere is an American company; in some cases this may have affected the viewpoint. Yet this description is backed up by TCS (2012), whom argue that second screen gives a better viewing experience as viewers can engage with what they are watching. (TCS, 2012) Putting this into context – when watching a TV show, a viewer is using their smartphone/tablet simultaneously whilst watching the show. Purse (2012) argues, that a second screen device “enables individual experience, without interference to the other viewers of the first screen.” (Purse, 2012) Jeremy Pounder (2012) of Mindshare states connected behavior such as a smartphone, tablet or laptop “sits more naturally on a second screen”, “where they do not interrupt TV viewing.” In contrast Deloitte (2013) argues that second screen does interrupt the viewing of the first screen, as most online activity whilst multi-‐screening has no relevance to the programme on the first screen. This statement generated through a study conducted to 4,000 respondents, carried out by Deloitte in June 2012. Technological advancements will mean there will be a plethora of devices able to enhance the augmented viewing experience. This next section will explain who uses ‘second-‐screen’ and where it is used.

Demographic of ‘Second Screeners’ Second Screen as described in this dissertation is the use of an internet connected device whilst watching TV, thus ruling out any other use for said device. 86% of smart device owners use their device whilst watching TV. (Red Bee Media, 2012) According to comScore (2012) the largest age group of smartphone owners is 25-‐34, and 35-‐44 close behind. The ratio is swayed slightly towards males with 52.9% owning a smartphone, and 47.1% being female, with the average income of £15k-‐<£30k. (ComScore Mobile, 2012)

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comsCore (2012) also highlight that 15% of all UK smartphone owners also owned a tablet device, with a 151% increase from the previous year. 59% males and 41% females owning a tablet, not surprisingly 25-‐34 and 35-‐44 age groups are reporting the largest tablet ownership. (ComScore Mobile, 2012) Baring in mind, only 15% own a tablet and smartphone, leaving 85% not owning both. This data released in April 2012 is also fast becoming out of date as with the rate of growth, 151% growth within tablet from previous year and smartphone 40.4% increase on previous year.

Second Screen – Where it is Used A Nielsen study (2012) shows how often smart devices are used in conjunction with the TV, this study is also good as it highlights several markets rather than just focusing on one. However, this study does not indicate what age groups were asked, or which age groups are more likely to use a device several times a day.

Diagram 4 Source: (Nielsen, 2012) Diagram 4 shows that 24% of the UK tablet owners use their tablet in front of the TV several times a day. This statistic highlights that the use of smart devices in conjunction with a TV is a recurring theme, with only 20% not using their tablet in front of the TV.

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It would be good to point out that when using a second screen device, as highlighted by Deloitte (2013), consumers are not necessarily doing any activity in relation to what is being viewed on the TV (the first screen). As a result the next section will discuss what uses second screen has and what consumers use second screen for.

The Uses of Second Screen A study by Red Bee Media conducted to 2,011 respondents who own smart devices helped to highlight answers to questions. Questions such as, what are consumers doing on their smart device while watching TV? Is this activity relevant to the content being viewed?

Diagram 5 Source: (Red Bee Media, 2012) According to Diagram 5 only 52% of respondents are finding out more about the TV show they are watching, with 44% researching more about that advert they are viewing. However these figures are contradicted by Google (2012).

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Diagram 6 Source: (Google Inc, 2012) In August 2012 Google conducted a study to 1,611 participants similar to Red Bee Media’s, aimed at understanding cross-‐platform consumer behavior. This study conducted by Google has a smaller participant base; however in contrast to Red Bee Media, there is a clear framework used for capturing the data as seen in Diagram 7.

Diagram 7 Source: (Google Inc, 2012) Google’s study helps to highlight the fact that the context of the media, as well as the context in which media is consumed helps to drive the choice of device to use. An article released in the Observer (2013) talks on how Google’s ‘Knowledge Graph’ will work. In this talk, Singhal states that Google’s search engine has adopted the theory of Wittgenstein (1965) on Language Games -‐ relaying that the context in which messages are used defines the meaning behind the message 14

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and how the message will be interpreted. The renowned Philosopher Wittgenstein’s work into context can be related to all forms of communication, including Digital. Although Wittgenstein did not explicitly relate it to digital, Google used his work to highlight the relevance of context. This relevance explained in an article from Admap stating “The Setting of a marketing communication greatly impacts on how the message is received, so understanding the context of the media consumption is vital in maximizing brand movement.” (Bloxham and Sylvester, 2013) So depending on the content that is to be viewed, the broadcaster or advertiser must utilise the fact that different forms of content fit better on different devices. For instance, Google (2012) stated that a smartphone is most often used for starting an online activity (Search 68%). PC/Laptop is most used for more complex activities, whereas Tables are most used for online shopping (11%), or Trip planning (15%). (Google Inc, 2012) From looking at the uses of second screen in terms of the activities undertaken, Google indicate some fresh thinking as to the different ways in which to ‘multi-‐screen’. In this study Google (2012) synthesized the fact that there are two main modes of ‘multi-‐ screening’, Sequential Screening and Simultaneous Screening. (Google Inc, 2012)

Diagram 8 Source: (Google Inc, 2012)

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This research highlights new terms not found in other studies; however the thinking behind it is backed up by other studies by Red Bee Media, Mindshare alike, helping to break down specific uses for second screen devices. In relation to the topic question a closer look must be mate at ‘Simultaneous Usage’ more importantly, ‘Complementary Usage’. Simultaneous Usage •

Complementary usage relates to using the ‘second screen’ in relation to what is on the ‘first screen’. For example this could be related search, or even companion apps creating the added dimension to TV viewing Red Bee Media (2012) state a Companion App is an application that “syncs with the show to deepen engagement”. (Red Bee Media, 2012) Wallenstein (2011) expands this statement by explaining that anything from “insta-‐polls to exclusive photos and videos are used to appeal to viewers already using the second screen to engage in social media.” (Wallenstein, 2011) The social interaction around a TV show is known as Social TV, the next section will highlight how Social TV is a big driving force behind second scree’s scope.

Social TV -‐ Social Media Driving Second Screen One thing Google (2012) and Red Bee Media (2012) study’s identify is the use of social media whist watching TV. With Google (2012) stating 42% access social networking sites, whilst Red Bee Media (2012) quoting 74% accessing Facebook and only 36% accessing Twitter. Proulx (2012) describe Social TV as “the convergence of TV and Social Media.” (Proulx and Shepatin, 2012) This statement is true, however it is slightly lacking in depth. Bry (2012) describes the term ‘Social TV’ as “live digital interaction between people about TV, and interaction with that content.” Nicolas Bry as the senior VP at Orange Innovation Group would in fact be part of the team who help to develop ‘companion apps’, which has emerged as a result of Social TV. (TV Everywhere Enablers #4: Social TV, 2012) Through the use of companion apps such as Zeebox users are able to choose a show to watch through user generated content regarding the show, and share or tweet about whatever is on. (Zeebox, 2013) This style of social network integration into TV guides created an augmented TV experience for viewers, as they feel as if they are watching with their friends. (TV Everywhere Enablers #4: Social TV, 2012) Zeebox is one of many applications, Twitter (2012) argue the benefit of linking Twitter with TV shows such as MTV Music Awards as it allows viewers to tweet live about celebrities, participate in live polls etc. Both Twitter and MTV Music Awards saw largest audiences ever, with 12.4 16

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million viewers watching the show and 2.7 million views on Twitter. This kind of interaction is beneficial to the viewer as it adds into the augmented viewing experience, yet also feeding live data to media owners and Advertisers alike. (Twitter, 2012) “Developing Twitter engagement during a show is just as important as pre-‐show promotional activities.” (Twitter, 2012) This quote highlights the importance of a cross-‐platform strategy, and the benefits of using second screen as well as TV simultaneously. This leads onto the next topic regarding how advertisers can use second screen.

Second Screen – How Advertisers Can Use Second Screen When at home 59% of people asked in the Google (2012) paper use a smartphone to shop at home, whilst 84% use a PC or laptop. While these figures may not be alarming, 81% of these purchases on a smartphone are in fact spur of the moment, whilst only 58% on laptop or PC. Baring in mind this was data compiled from a study under 2000, comScore (2012) state that 15.4% of the UK smartphone ownership made a purchase using their device. With 25-‐34 and 35-‐44 being the strongest age groups. This data holds a lot more weight as comScore get their data from the whole UK, not just a sample. The problem with the data from comScore is it is out of date; it is a year since those figures were published. However, the figures combined with Google (2012) do highlight the potential of consumers to target using the second screen. Purse (2012) argues that “Manufacturers are building second screen applications into products, and content holders are designing apps and portals to facilitate the second screen experience.” (Purse, 2012) Purse, a resident of the US, meaning this statement might not be applicable to the UK. However, this would be the case of in the future this statement being true. Adding to Purse’s statement, Mindshare (2012) highlight methods of utilizing second screen for Advertising purposes. Such methods as; Programme prompted transactions -‐ i.e. through the use of a companion app, with click to buy features added into the app (Diagram 9) -‐ As well as synchronized second screen brand ads, allowing more engaging advert content with click to buy features or ‘Direct Response’ for data collection. (Diagram 10)

Diagram 9

Diagram 10 Source: (Mindshare, 2012)

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This paper by Mindshare (2012) helps to highlight avenues advertisers could go down in terms of utilizing second screen. This paper does however not include any stats on return on investment for such methods; this may be as it is such a new means of advertising not much work has been done on this. One avenue that can be seen for advertisers and content providers to explore is Transmedia Storytelling. Weinreich (2012) describes how we now live in a transmedia world – meaning consumers now move seamlessly from mobile phone to computer to television – often simultaneously. Looney (2012) adds to Weinreich’s argument by suggesting Transmedia Storytelling takes advantage of the way media is consumed by “dividing chunks of a story across multiple platforms to form one cohesive narrative.” (Looney, 2012) As of the newness of this topic, there is not much written on it; however Brennan (2012) the author of ‘Connected TV’ book, highlighted how utilising such a form of content marketing will help to drive audiences’ engagement. It would however benefit to mention a negative of second screen in relation to TV. Yes it can create better engagement, but for the 84% from Red Bee Media (2012) paper or 44% in Google (2012) paper are general browsing, or gaming. These are un-‐related tasks, and fundamentally mean that the second screen is drawing attention away from the first. The term second screen has now been defined, the demographic of users, its use and the possibilities to advertisers and consumers. This next section of this critical literature review will dissect applicable models and theories to the topic

Related Models and Theories Applied to Second Screen Gordon and Valentine Gordon & Valentine is useful to business when trying to understand the consumer an advertiser is trying to reach. Gordon and Valentine’s (2000) paper on the 21st century consumer discusses the definition of a consumer, and how this consumer has changed over time. In this paper, 6 main models of consumers are highlighted; the marginalized consumer, the statistical consumer, the secretive consumer, the sophisticated consumer, the satellite consumer, and the multi-‐headed consumer. The sophisticated consumer and multi-‐headed consumer stand out in relation to the topic as they best describe the consumer. Ackerman (1997) talks of a consumer who has perfect knowledge of all that is available to them, lending to the presence of a ‘sophisticated consumer’. Looking closer at the ‘sophisticated 18

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consumer’; this consumer is quoted as “someone who consumes advertising as well as goods or services.” (Gordon and Valentine , 2000) Research later shows these consumers even enjoy advertising, sometimes more than the program itself. When looking at the consumers who use second screen, according to Red Bee Media (2012) they engage with brands through the means of companion apps, social media and many other forms. Consumers enjoy well executed advertising, and with second screen, the experience consumers are able to achieve with adverts and brands, creates a stronger connection with the consumer. This then leads to the multi-‐headed consumer concept also highlighted in this paper. “Consumers choose brands to fit a particular context that can be described in terms of environment (design, aesthetics, location, atmosphere, facilities, services, products).” (Gordon and Valentine , 2000) This ‘multi-‐headed’ concept lends to the Google (2012) paper with ideas that the context of the activity (Both content and environment), relates to the device chosen.

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Models of Communication Schramm’s (1954) model is an early linear model expressing how a message is communicated. This model is not realistic in the sense that it assumes the sender of the message is active; the message is received and comprehended properly by the receiver.

Diagram 11 In reality, the sender codes an appropriate massage, sent through the right medium, this message encountering ‘noise’, finally reaching the receiver whom decodes the message correctly or incorrectly. Shannon & Weaver’s (1948) model of communication define ‘noise’ encountered during a message as “Any additional signal that interferes with the reception of information." (Shannon and Weaver , 1948) Januszewski (2001) argues that noise in fact reduces the certainty and control of the message that was intended. This applied to the topic relates to the fact that when you watch TV, it is not the only thing in the room, there could be music playing, other devices distracting you from the intended TV message. A flaw with the Shannon and weaver model is that it does however not include a feedback loop; however Schramm (1954) model does include a feedback loop. This being important to understand how the message has been received; as in relation to today’s communication, on a digital device, once a user opens, clicks on a message, instant feedback is given. In terms of advertising messages, instant response is possible through second screen devices in relation to the ‘call to action’. This thinking could imply that TV advertising still suits such models as discussed, with second screen requiring a more complex model as to encompass the cross-‐ platform strategy needed to achieve a well-‐executed message.

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Buying Behaviour In order to understand the processes consumers go through in relation to watching an Ad and completing the call to action, AIDA, DAGMAR and Wittgenstein describe these processes.

AIDA Strong (1925) attributes the authorship of AIDA model to Elmo Lewis. This was an early model depicting the stages a consumer goes through on the way to consumption. These stages are Awareness, Interest, Desire and Action. This model being somewhat brief in the explanation of the stages a consumer faces, which is why the researcher is to look closely at the DAGMAR model.

DAGMAR DAGMAR adds to Strong’s (1925) model by relating it to the objective to be achieved. Colley (1961) describes the acronym DAGMAR as Defining – Advertising – Goals – And – Measuring – Advertising – Results. This model describes four stages; Awareness, Comprehension, Conviction, and Action. Pickton (2001) suggests the difference between Colley and Strong’s models is that Colley proposes that “any stage could achieve the marketing communication objectives independent of the rest.” (Pickton and Broderick, 2001) When relating DAGMAR to the topic area, it could suggest that second screen helps to achieve all four stages in comparison to TV. Yet, in order to successfully deliver a message it would help to take into account Wittgenstein (1965)’s theory regarding context, as in order to deliver a successful message, the context in which it is to be viewed will help to achieve the desired result. The thinking behind this is that advertising through a TV helps to create awareness and comprehension. However, by using cross-‐platform strategies, the use of a second screen can in fact achieve conviction and action, as the consumer is able to purchase, or participate appropriately with the intention of the message, this as a result of applying the right content in the right context.

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Evaluation and Conclusion of Literature Review In conclusion to the literature review, the works and studies looked at have argued the importance of second screen and the role it plays within watching TV, these arguments backed up by authoritative voices within the industry. The literature indicates the possibilities for second screen as a medium to reach consumers via a more engaging and relevant means. However, conflicting arguments made regarding second screen have highlighted areas primary research will need to either validate or discredit the arguments made. The secondary research cited within this study has been able to answer the topic question, and in turn the objectives set. Yet, in answering the objectives, questions are raised, as well as the need to validate theories in order to synthesise sound recommendations for the reader to take away from this study. Objective 1 regarding the way in which TV is watched: From secondary research it is implied that TV is still watched together as a family, and done so in the living room, however, does this reflect in real life? Also, the kind of TV watched needs to be highlighted, as in Linear TV, On-‐ Demand, online etc. The researcher believes in order to understand this question, primary research must be conducted. Objective 2 regarding the role second screen plays when watching TV: Secondary research helped to highlight, from both Google and Red Bee Media, what consumers are using their second-‐screen for. However, conflicting results has lead the researcher to believe this area needs to be looked into further using primary research, as to validate/discredit results from secondary research. Objective 3 regarding the integration of social media and second screen: Secondary research indicated social media’s force at supercharging chatter in and around bands/products, and helping to gain insights into consumer’s thoughts. The researcher believes this look into consumer’s thoughts may add value to second screen in terms of brands/advertisers; as a result, the researcher will need to ask industry professionals their views via primary research. Objective 4 regarding the potential advertising avenues for second screen: Secondary research helped to understand what is out there to use. However, are any of these opportunities valuable to advertisers, have they used them before? The researcher believes that in order to generate sound recommendations in finishing this study, questions must be asked to industry professionals regarding their views on what the uses are, and then tie up any correlations with secondary research. 22

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The following areas stand out as areas the primary research needs to cover: •

How is TV watched?

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Who owns a smart device?

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Where is it used?

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If used in front of the TV, how often is it used in front of the TV?

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What is the smart-‐device’s used for while watching TV?

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Do you, or have you used a companion app?

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Have you purchased as a result of an advert/companion application?

•

What are the advertising possibilities currently used? As second screen is a new topic area, the future possibilities can only be speculated, hence why primary research into the minds of industry heads must be undertaken, in order to synthesise a clear picture of the future possibilities for advertising. Literatures regarding models and theories have indicated how Schramm’s model applies to the topic area, as well as how Wittgenstein’s theory ties into DAGMAR. These models underpin the topic area, and as a result, will do so in this dissertation. Furthermore, these literatures help to achieve the objectives set; identifying how main stream TV is watched, the role second screen plays, the role social media has played within second screen and the advertising opportunities. The literature review has allowed the foundation to be laid on the topic of second-‐screen’s role in TV viewing, thus acting as a guideline for the research methodology, and the next stage of this dissertation.

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Methodology The Literature Review has helped to identify the writings regarding the topic question. However, in order to answer the topic question, primary research must be conducted and thus collecting data. This next section of the dissertation will explain the methodology behind the primary research, calling on works from a range of academic sources, and applying all relevant works relating to the methods needed for this dissertation. This methodology will follow the research process or ‘onion’ addressing 6 key issues, as defined by Sunders et al. (2012) in Diagram 12.

Diagram 12 Source: (Saunders et al., 2012)

Philosophies Johnson and Clark (2006) argue the importance of understanding the research philosophy as in a sense it relates to the development of knowledge, and the way in which this knowledge is interpreted. Creswell (2003) describes a Pragmatist as linking the choice of approach to the purpose and nature of the research question postured. This research approach chosen rather than any other approach as it enables the researcher to adopt a mixed-‐method approach (Tashakkori and Teddlie, 2003). The use of a mixed-‐method approach allowing the researcher to use both qualitative and quantitative research within the study, and subsequently answer the topic question. This approach as cited by Dhillon and Backhouse (2001) enables the researcher to interpret ‘what’ consumers are doing on (the phenomena), in this case their smart-‐devices, the meaning behind this conduct, and the possibilities for advertisers (Interpretative). The researcher will use the results from the primary research to compare to the issues raised in the Literature review to what consumers are doing on their smart-‐device, as well as the importance 24

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of context when planning a campaign as well as achieve the objectives. The researcher concluded for the purpose of this dissertation, the study will adopt a Pragmatic and Interpretative Paradigm approach as it allows the researcher to both interview industry professionals as well as survey a sample of the population, thus answering the objectives.

Approach Following on from philosophies, Saunders et al. (2012) state an inductive approach owes more towards ‘Interpretative philosophy’. Gill and Johnson (1997) put forward that “induction involves… the construction of explanation and theories about that what have been observed.” This relates to the philosophy chosen as the researcher will be able to critique the results from the primary research by applying it to theories from Wittgenstein (1965) and Colley (1961). As a result, it is evident that an Inductive Approach to the primary research to be conducted has been adopted. Easterby-‐Smith et al. (2008) argue the importance of understanding the approach of the research project, as it enables the researcher to make informed decisions regarding the research design, and understand the research approaches that will and won’t work.

Strategies Research strategy helps to essentially set out the general plan of how to go about answering the research question (Saunders et al., 2012). According to Robson (2002, P.178) a case study is a strategy involving an empirical investigation of a particular phenomenon within its real life context. Yin (2003) explains the importance of context, as within a case study, there are no clear boundaries between the phenomenon being studied and the context. Saunders et al. (2012) add to this statement, implying a case study helps to answer ‘what?’ questions, and the use of multiple data collection methods can be used. Case study strategy relates back to the approach strategy as Saunders et al. (2012) argue a case study can be used to explore existing theories, relating to the choice of an inductive approach. Following on from this a case study enables the research objectives to be achieved due to the use of multiple data collection methods, both qualitative and quantitative. A case study in turn relates to the chosen philosophy of Pragmatic Interpretative paradigm. For this reason, the researcher has chosen a Case Study as it allows the researcher to interoperate consumers second screen user patterns in real life context.

Research Choice Tashakkori and Teddlie (2003) refer to research choice as ‘Research Design’, this term leaning to the use of multiple methods i.e. both qualitative and quantitative methods. In order to fully answer the research question, the researcher must use multiple research methods. This multi-‐ method approach advocated by Curran and Blackburn (2001), whereby a single research study

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may include both qualitative and quantitative techniques as well as use both primary and secondary data. Saunders et al. (2012) break down the term Multi-‐Method approach down, leading to the assumption, that in fact a Mixed-‐Method approach will be the most appropriate approach to take. Tashakkori and Teddlie (2003) argue this approach also helps to provide better opportunities to answer the research question, and evaluate how well the results can be trusted. This approach relates back to the previous paragraphs on philosophy, approach and strategies, as well as the overall objective by using both qualitative and quantitative research methods.

Time Horizons When planning research, it is important to take into account the amount of time available to conduct research. As conducting a dissertation, the researcher does not have the luxury of a lot of time. Saunders et al. (2012) argues for this reason, the researcher can only take a ‘snap shot’ approach, more formally cited as a ‘Cross-‐sectional’ approach. The research question intends to find out second-‐screen in relation to TV viewing, but at this present time, and for this reason a ‘Cross-‐Sectional’ approach will be used for this dissertation.

Techniques and Procedures Within this dissertation, as explained previously, both qualitative and quantitative methods are needed in order to answer the topic question and achieve the overall objectives. In conclusion to the methodology research, the following research methods will be undertaken within the primary research, thus enabling the research question to be answered and the objectives to be achieved:

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1. Qualitative – semi-‐structured interview The qualitative method to be used within this dissertation will be semi-‐structured interviews with industry heads; given they are industry heads, and given their availability, 5 interviews would be desired, however a minimum of three interviews will be given. Easterby-‐Smith et al. (1991) suggest the use of a semi-‐structured interview helps to develop an understanding of the construct an interviewee uses as a base for his/her opinions about a phenomena. Waters (1997) adds to this statement citing “Personal interviews are the most reliable way of getting information.” These interviews will help to gain valuable insight into the uses for second screen in relation to Advertisers, both now and future. The structure for the interview will follow on from questions that arise from the literature review. * See Appendix 3 for breakdown of chosen interviewee candidate and timings * See Appendix 4 for Draft Semi-‐Structured interview questions * See Appendix 2 for Sample Cover Letter

2. Quantitative – Questionnaire The quantitative method to be used will be a questionnaire; Berger (2000) argues the need to include a cover letter with a questionnaire in order to explain the purpose of the questionnaire. This questionnaire based on a sample size of preferably 200, yet given the availability of reaching the target audience; a sample size of 100 will be accepted. The target audience as identified by comScore (2012) “27.6 million people from the United Kingdom age 13 and older owned a Smartphone, representing 55.8% of the mobile population”. (ComScore Mobile, 2012) The sample will be chosen using a ‘Purposeful Sampling’ approach. This approach as defined by Jankowicz (2007) chooses the sample based on people whose views are relevant to the topic question, as the views are deemed worth obtaining and add important verities of viewpoints. The researcher will visit Bucks New University, High Wycombe and Westfield (Stratford) to reach sample. The structure for the questionnaire will follow the questions that arise from the Literature Review. *See Appendix 5 for Draft Questionnaire In order to ensure the research conducted is ethical, consideration must be made as to ensure this. *Please refer to Appendix 6 for Ethical Statement and Considerations and Appendix 1 for Interviewee Consent Form

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Critique of Methodology As to critique the methodology, due to time constraints, the researcher was unable to achieve the goal of conducting 5 semi-‐structured interviews to industry heads. As a result, 4 semi-‐ structured interviews were carried out. The following table represents the 4 semi-‐structured interviews carried out, detailing who the interviewee was, where they work for, and the date conducted. Thomas Hebditch – ZenithOptimedia

February 15th

Role: Works a head of mobile within the Newcast team at Zenith. His role includes education of mobile and its potentials. Zenith is within the top 4 Ad agencies in the UK, operating globally with many big clients including O2, RBS, and NatWest.

2013

J.March/J.Micklethwait -‐ Digital Team at ITV

February 13th

Role: Head of digital team at ITV, in charge of all online/mobile strategy’s

2013

Francesca Seeley – Maxus Global

March 5th 2013

Media Planner/Buyer at Maxus, Maxus is a global Ad agency, with many top clients including BT, Barclays, and Mercedes-‐Benz. March 6th 2013

David Brennan – Author of Connected TV David an industry expert who has worked and researched TV for some time, working for the likes of Thinkbox (Cited within this study), as well as currently Media Native who he is the Founder of.

The approach when conducting the semi-‐structured interviews, due to convenience of both parties left 2 interviews being conducted via email (Brennan, and Seeley), with full copy of their answers within Appendix 12/13. Sadly Hebditch and J.March/J.Micklethwait did not allow the researcher to record the interviews conducted, as a result, the findings are taken from notes taken. Again, notes can be found in Appendix 14/15. In critiquing the approach taken for the questionnaire, again time constraints led to 151 respondents taking part in the study. With 100 results taking place online via Survey Monkey survey tool, and 51 responses collected at Westfield’s shopping centre on the researcher’s iPad, with the results collected via Google Docs. If the research was to be conducted again, more time would be allocated in approaching interviewee candidates, as well as more information regarding the process of gathering the data, be it via sound recording. The researcher would also allow more time in carrying out questionnaires, as to receive more respondents. However, the way in which a sample was chosen would be less purposeful, and more representative of the UK population as a whole, thus certifying better the data retrieved.

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Primary Research Foreword Following on from the detailed analysis of secondary research on the topic area (second-‐ screen), and its impact on the industry. The author carried out primary research in order to highlight key trends and areas that conflict with the insights highlighted in the literature review. The primary research carried out comprised of four interviews to industry heads and a questionnaire carried out to a sample size of 151. As previously mentioned the methodology regarding the research ensured the results were not bias, and add value to the purpose of the report. The reader of this report should expect in the next section to see a breakdown of the answers from the interviews, stating how it relates to the objectives and which research/theory it links to. The findings will be broken down into sections for each objective. This will then give clear indication as to the findings and the conclusions to be made. The next section will also highlight the key findings from the questionnaires and how they impact the secondary research conducted. The full findings from the interviews will be displayed in a table (As found in Appendix 16/17); the first table related to the 3 interviewee’s who work in the industry (ZenithOptimedia, Maxus, and ITV). The following table will display the findings from the industry expert, whom possesses previous experience at Thinkbox, ITV and author of Connected TV; David Brennan. The reasons for two separate tables are that two separate approaches were taken towards the industry workers and the industry expert. The motives for this as the interviews to the industry workers were to understand how the industry utilises the second screen, I.E. running campaigns. Secondly the interview to Brennan was to gain valuable insight from someone who knows a great deal of wealth regarding the potentials of the second screen, after working in the industry for a number of years, including Thinkbox a company cited within this study in the secondary research, not to mention writing a book with much detail on the topic. The findings from the questionnaires will be displayed in graphs, with detailed links to objectives and explanation of their meanings. The full breakdown of questionnaire results can be found in Appendix 10/11.

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Objective 1: To evaluate how people view main stream TV and its role in their lives In order to answer this objective the researcher drafted up questions, both in a questionnaire and within an interview. These questions help to identify the kind of TV watched (On-‐Demand, Scheduled etc.), where TV is watched, and who with. The following table helps to breakdown the answers generated from the interview with David Brennan. Research Objective

Theory Links

Question’s generated

Answer Generated

Researchers Comments

To evaluate how people view main stream TV and its role in their lives

Morley (1986)

How do you watch TV?

David Brennan:

David’s statement “I like watching scheduled TV, on the sofa, mainly with my family around me” backs up both Morely’s (1986) theory regarding TV being a social pastime, as well as a Thinkbox (2012) study stating Linear TV still remains the dominant method of watching TV.

“I like watching scheduled TV, on the sofa, mainly with my family around me and sometimes alone as a treat” “I’m watching more on demand now that Sky is making it available, so around 25% of our viewing is via catch-‐up.” “I watch lots of clips online and am increasingly loading up my i-‐pad for frequent journeys overseas, but the bulk of our household viewing is still to programmes on channels.”

However, David’s statement does also highlight watching content on the move “loading up my i-‐pad for frequent journeys overseas.”

The answers generated from the interview are furthermore backed up from questions asked within the questionnaire, namely “Where do you watch TV?” “Who do you watch TV with?” with the following graphs demonstrating the correlation between primary and secondary research.

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Where do you watch TV?

Who do you watch TV with? 150

91%

Other With Family

63%

With Friends

63% 0

(Appendix 11, Figure 5)

At Desk

Other

0 On the Sofa

80 100

49%

42%

Alone

100

In Bed

(Appendix 11, Figure 4)

Both graphs relate to Morely’s (1986) theory regarding TV viewing being a constitutive part of a family’s life, as 91% of respondents view TV on the sofa, and adding to this 63% watch TV with family. These figures show how TV still acts as a social gatherer. However, when looking at how TV is viewed, the results from the questionnaire do differ greatly from the Thinkbox (2012) survey, as well as Brennan’s answer. As mentioned “3 minutes of TV viewed is On-‐Demand/Online Streaming” Thinkbox (2012), and Brennan stated “25% of our viewing is catch-‐up.” This would allude to Scheduled TV being this predominant form of TV viewing. Adding to this as consumers become more sophisticated, highlighted by Gordon and Valentine (2012), in turn the way in which TV is consumed will change to. This highlighted as consumers are turning to other devices to view TV. However, the results from the questionnaire state 67% of the respondents asked watched TV On-‐Demand, whilst 56% watched scheduled TV.

How do you watch TV? 100

56%

50 0

67% 35% 4%

(Appendix 11, Figure 3) 31

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These figures could be a result as the device used is not questioned, or more likely, the results are skewed as a result of 56% of the respondents being between the ages of 21-‐ 29. If the questionnaire was carried out better to suit a sample of the UK population, then the results would be more viable. As a result, the researcher does not credit the results for this question. In conclusion, the researcher believes, to quote Brennan. The majority of TV is viewed via “scheduled TV, on the sofa, mainly with my family around me.” Brennan (2013) However, as time moves on, people become ever more demanding and there will be a shift towards more TV being viewed On-‐Demand and Online, possibly even showing figures much like those retrieved from the questionnaire. In relation to the role TV plays in people’s lives... as highlighted by BARB (2012), 4 hours and 3 minutes of TV a day represents a sizable chunk on dedication to 1 medium, this is itself shows TV’s role in people’s lives.

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Objective 2: To critically evaluate the role of second screen devices in relation to TV viewing Following on from how TV is watched, the researcher must highlight second screen’s role in how TV is watched. The following section will highlight smart-‐device penetration, as well as user behaviour with cross-‐reference to secondary research. The following sections will be covered: • • •

User Behaviour Companion Apps Context of content/activity

User behaviour The following table highlights the relevant answers generated from Brennan’s interview. Research Objective

Theory Links

Question’s generated

Answer Generated

Researchers Comments

To critically evaluate the role of second screen devices in relation to TV viewing

Deloitte (2013)

David Brennan:

Red Bee Media (2012)

Do you yourself multi-‐ screen? (David Brennan)

David’s comment regarding the frequency of ‘multi-‐screening’ links to Red Bee Media (2012); stating 86% of people use a smart device in front of the TV.

“Frequently – and have been doing for some time” “It all started with texting but tablets and smartphones have created a revolution.” “Don’t get me wrong – we’ve always done other stuff when we’re watching TV, switching in and out of activities, it’s nothing new1.” “but my ipad and iphone and the three Kindle Fires we own between us are starting to get picked up more regularly. We’re seeing that in all the research.2”

David’s comment “we’ve always done other stuff when we’re watching TV.” Illuminates the fact that smartphones and tablets are just another thing we now do whilst watching TV. Lending to the thinking of Deloitte (2013) that viewers are not necessarily doing anything in relation to the TV show on their device.

Secondary research into Second-‐screen and user behaviour around it lend to the belief that of the people who owned a smart device, 86% used it whilst watching TV. (Red Bee 1 See www.thinkbox.tv – Engagement Study 2 See www.thinkbox.tv – Tellyporting

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Media, 2012) The figure is indirectly backed up through Brennan’s comment regarding frequency of use. Furthermore, results from the questionnaire, namely “Do you, or have you used your Smartphone/Tablet whilst watching TV?” stated that 82% of respondents asked used their device in front of their TV. Both secondary and primary researches indicate that people do ‘multi-‐screen’ and also a great deal of smart-‐device owners do. So now we know people ‘multi-‐screen’, but how often do they do so? A report by Nielsen (2012) stated that 24% of tablet owners ‘multi-‐screened’ several times a day. In comparison the researchers study indicated, 28% did so several times a day.

If you do use a Smartphone/Tablet whilst watching TV, how often do you do so? Never 28%

17% 3% 12%

10% 30%

Once A Month Or Less Several Times A Month Several Times A Week Once A Day Several Times A Day

(Appendix 11, Figure 8) The results from this question do correlate with that of the Nielsen (2012) study, indicating the facts that not only do people ‘multi-‐screen’, it is done often. It is not enough to know that people use their phones in front of the TV, as Deloitte (2013) highlights the fact that the activities carried out do not necessarily have any relation to what is being watched. Red Bee Media as well as Google released reports stating what people do on their devices, however, both parties showed discrepancies in their results. In order to understand which party better resembled the truth, the researcher asked respondents the question “When using your Smartphone/Tablet in front of the TV, what are you doing on the device?” The answer criteria included activities from both studies in order to fairly understand user behaviour. According to Red Bee Media (2012), 86% of respondents where emailing, whilst Google (2012) stating 60%. The researcher’s results indicated 58% of respondents were emailing, now this does not mean indefinitely that Google resembled better the truth, as the researchers survey was only carried out to 151 respondents. 34

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When using your Smartphone/Tablet in front of the TV, what are you doing on the Device? 13%

Other

Gambling

40%

Accessing Twitter

15%

Working

21%

Find Out More About A Brand/Advert

18%

Catching Up On Sports News/ Results

32%

Find Out More About A TV Show

33%

Looking At The News

31%

Playing Games

25%

Banking

73%

Accessing Facebook

38%

Shopping

75%

General Browsing

58%

Emailing 0

100

120

(Appendix 11, Figure 9) In relation to Advertisers, this graph shows, coupled with secondary research findings that depending who their client is, and the desired action, second screen can be used as a tool to finish the buying process. This thinking relates to Colley’s (1961) model of DAGMAR. Second Screen allows consumers to buy products 38% of people asked in the survey said they use their smart-‐device to shop. While the study by Red Bee Media (2012) states 79% shop. What this shows is that second-‐screen has the potential to help achieve all four stages of Strong’s theory (Awareness, Comprehension, Conviction and Action). This theory relates to all manors of advertising goals, not just purchasing. This means that many actions can be undertaken, as highlighted by activities carried out on the device; Finding out more about a brand, Access Facebook/Twitter, Access Emails, Shopping, Gaming, Accessing Apps. By targeting users who are watching TV, and applying the conviction to the ‘Second –Screen’ it helps track results better, and achieve more results, thus adhering to all elements of DAGMAR.

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Interestingly, the results from this question show a far smaller percentage of respondents finding more about a brand/advert. Red Bee media’s (2012) study indicated 44% of respondents were finding out more about an advert being viewed, in comparison to 21% from the researcher’s survey. Viewer’s user activity led to the understanding that some activity is undertaken in relation to the content being viewed. This understanding leaves questions regarding, do the viewer’s use ‘Companion Apps’ as an activity whilst watching TV, and if so, why? The following section with highlight research carried out both from the questionnaire as well as interview questions to the 4 industry candidates.

Companion Apps An area which offers potential to both consumer and Advertisers alike as found in the secondary research is the use of Companion Applications. As discussed by Red Bee Media (2012) in the literature review this involves the use of applications designed specifically to be used in conjunction with the content being viewed on the first screen. The researcher posed the question “When using your Smartphone/Tablet in front of the TV, have you ever used an application for a specific TV show?” This question to gain an understanding of how many people might use ‘Companion Apps’. The following graph highlights the percentage of those who answered the question who have used a ‘Companion App.’

When using your Smartphone/Tablet in front of the TV, have you ever used an application for a specidic TV show? 72%

28%

Yes 0

(Appendix 11, Figure 10) Now this indicates that many people have not used such an app, in fact 72% haven’t. This figure could be as a result that there are not any apps worth using, or that people do not know about such a feature. For the 28% who do use ‘Companion Apps’, the 36

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researcher wants to gain an understanding of why the respondents use these apps, and if they find it useful/engaging. As a result, the following question was asked to respondents “If you have used an application specifically for a TV show, do you feel this gives you a better viewing experience?” This question was an open question, as to gain valuable insight. Of the 151 respondents asked only 43 answered, with only 15 in useful in-‐depth answers.

(Appendix 11, Figure 11) This image representing qualitative data given, drawing on the most valuable answers. As can be seen, a running theme is that it makes the viewing experience more engaging. However, one answer stands out the most “Not really – it distracts me from what you are watching.” This quote directly relates back to the thinking of Shannon & Weaver’s (1948) model of communication as the ‘second-‐screen’ is acting as the ‘noise’ and thus distracting the viewer away from the intended message. However, the researcher believes that this comes down to the context of the activity/content, which leads onto the next section regarding the relevance of context in regards to the activity/device chosen. 37

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Context of activity/content Secondary research, as well as primary has not shown what consumers do and don’t do on their devices, but what factors play a part in choosing the device to consume content? As highlighted within the secondary research from Google (2012), context plays a big part in relation to the device chosen to consume media or the activity to be taken. Thus, context relating to the role second screen plays in relation to TV viewing. This understanding of context stems from the work of Wittgenstein (1965) on Language Games. The researcher understood from the secondary research that context is very important to both advertisers and consumers; as a result, all 4 interview candidates were asked “Do you believe context plays a big part in relation to choosing which content suits which device, and why?” The Following table highlights the Industry heads beliefs on the subject. Research Objective

To critically evaluate the role of second screen devices in relation to TV viewing

Theory Link

Wittgenstein (1965) Gordon & Valentine (2000)

Question Generated

Do you believe context plays a big part in relation to choosing which content suits which device, and why?”

Answer Generated No.

“In an ideal world it would be wonderful to create content to suit each device. As an agency, No.”

“All ads are pushed onto any device. The cost ensures this.”

Thomas Hebditch ZenithOptimedia Answer Generated No. 2: Francesca Seeley Maxus

“Most vital consideration is your audience. Consider which devices they are likely to use, and what content they consume. Need to marry up the findings in order to be successful in using second screen advertising.” “‘Young digital natives’ have very different media consumption habits and technology uses to ‘Practical mums’.”

Answer Generated No.

“Context is key in determining what device is used.”

“ITV has found that quality drama sits better on a PC/Laptop, whilst shows like Towie sit better on a smartphone.”

J.March/J.Micklethwait ITV

“ITV have found that for more intense shows like a drama, mobile and tablet activity takes place either side of the show. However, for less

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intense shows like X-‐Factor, the activity will take place during the show.”

Answer Generated No. 4: David Brennan Author: Connected TV

“I think context is critical in a number of ways. First of all, totally functionally, things like screen size, connectivity, device functionality etc.” “People will prefer to consume content on the biggest screen available and there is a strong correlation between length of optimum tine for content and screen size (smaller screens, shorter content!).” “Secondly, there is the context of the ‘media moment’. Is it alone or with others? At home, at work or on the move? What time of day? What other activities are occurring? All these contextual elements can have a huge part to play in both content selected and device in which it is displayed.”

The answers from the question do show correlation, for instance Seeley says “Consider which devices they are likely to use, and what content they consume.” This quote is then backed up by J.March/J.Micklethwait who state that “ITV has found that quality drama sits better on a PC/Laptop, whilst shows like Towie sit better on a smartphone.” These answers relay back to the work of Wittgenstein (1965) on Language games, as the context in what the message is viewed determines the way in which it is interpreted. Seeley’s comment “‘Young digital natives’ have very different media consumption habits and technology uses to ‘Practical mums’” relates to the theory of Gordon & Valentine’s (2000) on sophisticated consumers. This sophisticated consumer chooses devices to suit their needs. Gone are the days of one TV for the family, there is now a plethora of devices to choose from. Brennan adds to this with the comment that “People will prefer to consume content on the biggest screen available and there is a strong correlation between length of optimum tine for content and screen size (smaller screens, shorter content!).” So not only do the consumers choose content regarding what the content is it also depends on the length of the content. This understanding of context needs to be relayed to advertisers, which a comment from Hebditch illuminates the hard truth that “All ads are pushed onto any device. The cost ensures this.” What this implies is that unless there is budget to allow content to be made for every device, and then a single creative will be pushed to all mediums. In conclusion to this section, it can be said that ‘Multi-‐screening’ happens, and happens often. This is only going to become more the case as late-‐adopters will start to use their devices whilst watching TV. However, yes, much of the activity taken place has no relation to what is being viewed on the ‘first-‐screen’. Yet, to best use the ‘second-‐screen’ and possibly enhance the viewer’s experience, advertisers must truly take in that the

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context of the content/activity must be understood as for the right message to be interpreted.

Objective 3: To critically assess the integration of social media and second screen in relation to TV viewing and its impact on Advertisers Looking at the role of second screen, one of the main influencers as found in secondary research was regarding how social media has impacted ‘multi-‐screening’. This also backed up from data from the questionnaire regarding activities on the smart-‐device. The questionnaire implied that 73% of respondents were on Facebook and 40% on Twitter. These results similar to the results published by Red Bee Media (2012) stating 74% were on Facebook and 36% on twitter. This integration of TV and Social Media brought on the term Social TV as described by Proulx (2012). To understand what the industry thought of the integration of both social media and second screen, the researcher asked all 4 respondents their view. The table below will describe the relevant answers. Research Objective

To critically evaluate the role of second screen devices in relation to TV viewing

Theory Link

Gordon & Valentine (2000) Schramm (1954)

Question Generated

How do you perceive the role of Social Media in relation to second screening, and why?

Answer Generated No.

“As a research tool or a good way of ad copying.”

1: Thomas Hebditch ZenithOptimedia Answer Generated No. 2: Francesca Seeley Maxus

“Can be used as a discussion tool in and around adverts.” “An outreach tool, reaching out to brand advocates/key influencers.” “Offers opportunity for brands to facilitate conversation around interesting content.” “Advertisers can replicate the buzz/talkability TV shows for their TV ads. They can track social conversations online around their ad, and respond to them. Drives consumer engagement and starts two-‐ way conversations.”

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“This will be dependent on the TV creative being exciting and shareable.”

Answer Generated No.

“Social Media is fast becoming the way of searching for what to watch.”

3: J.March/J.Micklethwait ITV

“40% of tweets during prime time are about an ITV show.” “There are only small amounts of Facebook referrals; this might also be because it is hard to track users between sites.” “voting system regulators make it harder for ITV to evidence how and what is being voted.” “Social media acts as a way to poll and monitor consumers.”

Answer Generated No. 4: David Brennan Author: Connected TV

“Social media has been a terrific turbo-‐boost to what has always occurred.” “People talking about what’s on TV, so it’s no coincidence that it is the single (by far) biggest second screen activity people engage with.” “But I agree with the statement that we should think of it as a PR channel, not an advertising channel.” “Give the social networks something to share and you can turbo-‐ charge the word of mouth buzz behind TV programming or advertised brands.” “But it’s also worth remembering that online in total is only responsible for 7% of all brand word-‐of-‐mouth3” “We should think of ‘social media’ as all those offline fireside conversations, phone calls and water cooler moments as well.”

A running theme that seems to stand out from this interview question is conversation around a brand/product or show. “Social media has been a terrific turbo-‐boost to what has always occurred.” This statement by Brennan helps to highlight the fact that People have always talked about what’s on TV. However, now with social media, this conversation can now be tracked. This ability to track relates to Schramm (1954) as it provides an instant feedback loop. Seeley’s comment, “they can track social conversations online around their ad, and respond to them. Drives consumer engagement and starts two-‐way conversations.” Shows how advertisers use this feedback loop when using social media.

3 Ed Keller & Brad Fay – ‘The Face to Face Book’ and their international ‘Talktrack’ research.

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Brennan adding that “it’s no coincidence that it is the single (by far) biggest second screen activity people engage with.” Brennan’s statement backs up the findings from the questionnaire regarding user activity, whilst also backing up findings from both Google (2012) and Red Bee Media (2012) research on user activity. Relating back to the running theme, Hebditch says social media “Can be used as a discussion tool in and around adverts.” Whilst Seeley believes social media “offers opportunity for brands to facilitate conversation around interesting content.” These statements show advertisers understanding around the fact that any Ad/brand, new product that is released is out there for anyone to talk about, and they will do so. A comment from Seeley adds that “this will be dependent on the TV creative being exciting and shareable.” Whilst Brennan’s statement to “Give the social networks something to share and you can turbo-‐charge the word of mouth buzz behind TV programming or advertised brands,” highlights the importance of creating good content that will evoke conversation. ITV state that they are up there with crating content that evokes conversation. According to J.March/J.Micklethwait “40% of tweets at prime time are about and ITV show.” The social aspect of TV enables viewer to see what other people are watching, J.March/J.Micklethwait believe that “social Media is fast becoming the way of searching for what to watch.” This belief relates to findings from secondary research regarding the use of apps such as Zeebox or Twitter to choose content to watch. (TV Everywhere Enablers #4: Social TV, 2012) In conclusion, Social media being the second largest activity on ‘second-‐screen’ has been a big influencer in the adoption of ‘mutli-‐screening’. The findings from the interviews have backed up those found within the secondary research. The findings have also highlighted Social Media’s impact on advertisers and how they might use the ability to start conversation around an advert I.E. to create a buzz or as a way to ‘Ad copy’ as commented by Hebditch. To end this section it would be good to appreciate a comment by Brennan stating that “it’s also worth remembering that online in total is only responsible for 7% of all brand word-‐of-‐mouth4” Baring this figure in mind, the social interaction whilst ‘multi-‐ screening’ can only increase with time.

4 Ed Keller & Brad Fay – ‘The Face to Face Book’ and their international ‘Talktrack’ research.

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Objective 4: To examine and consider the possible advertising opportunities in relation to the above objectives, drawing conclusion on the best methods for advertisers The researcher understands that it is all well and good researching into viewer behaviour on the ‘second-‐screen’, and how social media has played a part in this behaviour. But, for this study to hold any value the potential uses for advertisers needs to be looked at. Secondary research highlighted many uses for Advertisers. However, the researcher believed asking current industry workers on how they have/do use the ‘second-‐screen’ in campaigns. It would give real understanding of viable uses that any Agency or brand could take away and possibly use themselves. In order to fully analyse the potential uses, a number of questions were presented all 4 interview candidates. The questions and relevant findings will be presented in tables below, with analysis following. The following areas will be covered: •

How Second-‐Screen is being used

•

Should you consider using Transmedia-‐storytelling/Companion Apps?

•

The Future of Second-‐Screen

How Second-‐Screen is being used Research Objective

To critically evaluate the role of second screen devices in relation to TV viewing

Theory Link

Gordon & Valentine (2000) -‐ Shannon & Weaver (1948) Schramm (1954)

Question Generated

Do you, or have you considered incorporating a multi-‐screen strategy when targeting TV viewers, and why?

Do you see any value in using second screen as an advertising medium, and why?

Answer Generated No.

“Yes, ZenithOptimedia are looking to use ITV’s Ad Sync, enabling ads to be served on smart devices ‘in sync’ to the Ad on TV. “

“Yes, mobiles are more engaging; it’s a device that is always with you, what better way to reach your target audience.”

“As of yet ZO have not incorporated any Mobile/TV strategy.”

“on a plus side it is cost effective (£1 per user)”

1: Thomas Hebditch ZenithOptimedia

“It is key when planning a strategy to take into account different times

“In the future ZO will look to use ‘shazam this advert’ as a starting

of the day: Morning – Smartphones/Tablet Work Hours – Laptop/PC Evening – Tablet”

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point for multi-‐screening.” “this space is something we are looking to do as it gives the client added value”

“Different devices work better with certain objectives. I.E. Branding works well on a tablet, whilst Direct Response works best on a Smartphone.”

Answer Generated No. 2: Francesca Seeley Maxus

“used in recent campaign for my client, Barclaycard. In November/ December 2012 we ran a brand campaign called ‘Toys’” “Barclaycard like to be seen as leaders in innovation” “We integrated a Shazam element into the TV campaign in order to demonstrate the brands lead in innovation” “Viewer was able to Shazam the ad with their mobile in order to enter into a competition.” “Really nice idea but when it went live we had technical issues as too many people entered the competition and the server couldn’t handle the volume.”

“Yes, if you are clever about it.” “Households increasingly tech savvy; whole family will be online at the same time on multiple devices, whilst watching TV in the evening – offers platform for reaching mass audience of engaged viewers.” “TV audience but at the price of digital media” “if run online activity to correlate with particular TV programming, can reach your target audience with relevant ads at much cheaper cost.” “Need to present the viewer with a strong call to action – reward them for interaction”

“Need to ensure a quality consumer experience – if doesn’t work properly reflects negatively on the brand, consumers dissatisfied and client less likely to use this technology again.”

Answer Generated No. 3:

“ITV have a three-‐phase strategy in place when creating a campaign.

Phase 1: PC/Laptop (Mature J.March/J.Micklethwait usage) Phase 2: Mobile (Mature/Growing usage) ITV Phase 3: Set top box” “ITV appreciate that people consume media across multiple devices”

“Yes, but it has to be used in a way that is not going to annoy the consumer” “No one will use this ‘second screen’ if all they get is ads.”

“In order to reach the intended audience, they must be intuitive and spread message across multiple devices.”

Answer Generated No. 4:

Question not asked interviewee as Brennan does not work in an Agency or Media Owner.

David Brennan Author: Connected TV

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“Massive value – it could create a revolution in the value of all three screens, if they are used sensitively, innovatively and intuitively.” “The purchase journey – from initial awareness of a brand to actual purchase – often lasts a matter of minutes when it used to be days, weeks or even months.” “The relationship between marketing activity and response can be plotted more precisely” “Apps are a fantastically enabling navigation tool for second screening (but getting them adopted in significant quantities is proving increasingly challenging)” “The relationship generally flows from the TV set to online5” “The danger is also on TV advertising becoming so response-‐ led, it will end up being unwatchable.” “Second screens can be both a distractor and an enhancer, and a lot of that will depend what is on (TV) screen at the time.” “The pressure will be on TV content – especially advertising …when used as an enhancer, it can be very effective.”

These two questions enabled the researcher to gain valuable insight into why the industry think the second screen may or may not work well as an advertising medium, as well as showing examples of campaigns they have ran. The researcher believes the analysis of these two questions can be broken down into the following headings: The Benefits, What’s been done, Considerations

The Benefits In terms of reasons why advertisers use the ‘second-‐screen’ Hebditch and Seeley both highlight the fact that targeting these ‘engaged’ viewers is cost effective Hebditch stating it costs “£1 per user”. Seeley adds to this comment by saying ‘second-‐screen’ enables advertisers to reach “TV audience but at the price of digital media.” This shows that the second screen acts as an additive to TV campaigns and is a cost effective way at reaching 5 See www.thinkbox.tv – TV & Online: Better Together

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these already engaged viewers as “Households increasingly tech savvy; whole family will be online at the same time on multiple devices, whilst watching TV in the evening – offers platform for reaching mass audience of engaged viewers.” This statement backed up from secondary and primary research into viewer behaviour. Yes mobile is a cost effective way in which to reach viewers of the first screen, as highlighted by J.March/J.Micklethwait “No one will use this ‘second screen’ if all they get is ads.” Seeley ads to this comment by saying “Need to present the viewer with a strong call to action – reward them for interaction” When targeting consumers, as mentioned they are ‘Sophisticated’ Gordon & Valentine (2000) in the sense that they do enjoy adverts, and will engage with content that gives them a better viewing experience. If there is no gain for the consumer, then they are not likely to engage.

What’s been done When asked, Seeley provided information on how a client ‘Barclaycard’ used the ‘second-‐screen’ as a way to show innovation and utilising new technologies. The campaign integrated Shazam elements within the Ad, however due to technical issues the campaign did not run as it should. This thought regarding giving the consumer something of value leads to ‘creating good content.’ Seeley states “Need to ensure a quality consumer experience – if doesn’t work properly reflects negatively on the brand.” This response to ads can be tracked, and should be during campaigns, as this allows advertisers to alter campaigns depending on how consumers are responding. This related to Schramm’s (1954) model of communication regarding the feedback loop. Brennan adds to this thinking that “The relationship between marketing activity and response can be plotted more precisely” Thus allowing campaigns to be altered live. Both media owners and advertisers appreciate the fact that people consume media across multiple devices, with J.March/J.Micklethwait stating this in their answer. For this reason, the likes of ZenithOptimedia are set to incorporate Shazam ‘Second-‐Screen’ elements into new Mobile/TV campaign. One activity mentioned by Hebditch relates back to secondary research regarding ‘Synchronised Ads’. Hebditch states “ZenithOptimedia are looking to use ITV’s Ad Sync, enabling ads to be served on smart devices ‘in sync’ to the Ad on TV. “ According to The Drum (2013) ITV reported a clickthrough rate of 8.75% and an engagement rate of 38% during trials. However the

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researcher does not know what the industry should expect these figures to be. The researcher also believes it would do well to appreciate the fact that 62% are not engaging. The use of such Ad methods like As Sync enables advertisers to provide ‘Direct Response’ led responses, as users can buy/preform the action right from their phone. This use enables advertisers to achieve all four stages of DAGMAR as described by Colley (1961)

Considerations Hebditch highlighted the fact that when planning a campaign “take into account different times of the day: Morning – Smartphones/Tablet, Work Hours – Laptop/PC, Evening – Tablet” This thinking relates to that of Touchpoints (2013) who highlight users patterns, specifying when is best and on what device to target specific consumers. Hebditch adds to this stating that “Different devices work better with certain objectives. I.E. Branding works well on a tablet, whilst Direct Response works best on a Smartphone.” All this is underpinned by Wittgensteins (1965) work on Language games, as context plays a big part in where ads should be placed. The researcher believes that from the interviews a running theme stands out from the data, relating to the content, and the need for this to be good. Brennan stated “The pressure will be on TV content – especially advertising …when used as an enhancer, it can be very effective.” In can now be said that content on the second screen needs to be relevant to the first screen, otherwise it is acting as a distractor. This content needs to be good enough to give the viewer an engaging experience. J.March/J.Micklethwait state that “In order to reach the intended audience, they must be intuitive and spread message across multiple devices.” This statement leads the researcher onto the discussion of ‘Transmedia-‐ Storytelling’ and also the discussion of ‘Companion Apps’ as viable methods of ‘second-‐ screen’ uses.

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Should you consider Transmedia Storytelling/Companion Apps? The following table highlights questions asked relating to both potential value of using ‘Transmedia-‐storytelling’ and ‘Companion Apps’. Research Objective

To critically evaluate the role of second screen devices in relation to TV viewing

Theory Link

Schramm (1954)

Question Generated

Do you, or have you thought of creating/utilizing Companion Apps into your campaign strategies, and why?

Answer Generated No.

“Companion apps cost a great deal “Yes! This should be standard.” of money, and might not have great “The message should run ROI.” throughout the campaign, across all mediums.” “As of yet, ZO has not seen much decent results from it.” “If you miss them with the TV ad, then you can reach them on their mobile”

1: Thomas Hebditch ZenithOptimedia

Answer Generated No. 2:

“Have considered but current usage is not high enough for my client to buy in.”

Francesca Seeley

Do you, or have you thought of Incorporating Transmeda-‐ storytelling into your strategies when planning a campaign, and why?

“Good example from another client in the agency was the Mercedes campaign, ‘#youdrive’.” “TV ad played half a video… viewer was then prompted to go online and vote for one of two video endings. The ending, which received the most votes, was played live on TV.”

Maxus

“This gave the viewer control – empowering them gains their trust in the brand. Shows their opinion is valued.”

Answer Generated No.

“ITV often have clients who want “ITV do use this strategy to help to have Companion apps. However, engage users further with a story” 3: it is often hard to give these apps the content needed in order to give J.March/J.Micklethwait the app value. “

ITV

“ITV have apps for such X-‐Factor, main benefit being panels and Red or Black, used for polling people.”

Answer Generated No.

“The value is in the creativity. In

“It focuses on storytelling”

4: David Brennan Author: Connected TV

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itself, I’d say don’t bother”

“Tell your story, as powerfully and effectively as you can, via the first screen, and only attempt to use second screen if you have something truly valuable to offer”

“I think it is more about developing the story to be available across all screens, but customized for different contexts.”

“If the TV creative is strong enough, people will want to engage further – and that is why it is called ‘second screen’”

Companion Apps Secondary research showed the potential uses of companion apps, highlighting the fact that, if done well, it will enhance the viewer’s experience. As highlighted previously from the researchers questionnaire, the viewer usage of companion apps is only 28%.This figure of 28% when compared to the data retrieved from the interviews draws a picture that possibly ‘companion apps’ are too expensive, and do not offer much value to advertisers/brands. Hebditch adds to this thinking that it “might not have great ROI.” Whilst Seeley reveals that Maxus ““Have considered but current usage is not high enough for my client to buy in.” This shows the view of advertisers, that until they see real potential, it is no more than an expensive gimmick. The researcher believes that ‘companion apps’ do however sit better as a tool for media owners as there is not much value gained to an advertiser when using such an application. Unsurprisingly ITV tends to use such apps for specific TV shows. J.March/J.Micklethwait state that “ITV often have clients who want to have Companion apps.” They then go on to add that “ITV have apps for such X-‐Factor, main benefit being panels and Red or Black, used for polling people.” For a content provider like ITV, these applications help viewers to really engage with a show, and can be used to gain information from these engaged viewers. This form of polling viewers gives ITV feedback and data, this relating to Schramm (1954). However, when using such an app J.March/J.Micklethwait states that, “it is often hard to give these apps the content needed in order to give the app value.“ Brennan’s stance is much like that of Seeley and Hebditch. Brennan’s answer “If the TV creative is strong enough, people will want to engage further,” relates to the fact that if the creative is good, then there is no need for a ‘companion app’ as the user will engage with the brand. This belief leads on to the use of ‘Transmedia-‐storytelling’. 49

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Transmedia-‐Storytelling As mentioned within the secondary research, this relates to content being distributed via different channels, and the viewer piecing together the content to for a wider message. (Looney, 2012) Seeley revealed how a client ‘Mercedes’ has used this in the past. “TV ad played half a video… viewer was then prompted to go online and vote for one of two video endings. The ending, which received the most votes, was played live on TV.” This gives users a very engaging experience, and if done right it empowers a viewer and subsequently it “gains their trust in the brand. Shows their opinion is valued.” Hebditch adds to the benefits by stating that “if you miss them with the TV ad, then you can reach them on their mobile” However this may be true, it might mean they do not get the whole understanding of a message. J.March/J.Micklethwait states that ITV do use this strategy to “help engage users further with a story.” However, as mentioned by Brennan “it is more about developing the story to be available across all screens, but customised for different contexts.” Brennan’s answer relating Wittgenstein’s (1965) work on context as advertisers need to ensure that their message/ad can be viewed on all devices as for the message to be interpreted in the right way. The researcher believes in conclusion that Companion Apps and Transmedia-‐ Storytelling as viable strategies are all well and good to get your brand seen, and to use new techniques to interact with consumers. However, in a practical term, unless the creative is spot on and actually drives a good user experience, then these strategies are unnecessary, not to mention the cost implications. Until more consumers adopt using such apps, there will be no value in such strategies.

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The progression of Second-‐Screen In order for the researcher to gain insight on how the industry might see’s the progression of ‘second-‐screen’, the following question was asked “What is your view on the progression of second screen as a viable advertising medium?” The answers form all interviewee candidates will be provided in a table below. Research Objective

To critically evaluate the role of second screen devices in relation to TV viewing

Theory Link

Wittgenstein (1965) Gordon & Valentine (2000)

Question Generated

Do you believe context plays a big part in relation to choosing which content suits which device, and why?”

Answer Generated No.

“It all depends how the technology works in the future.”

1: Thomas Hebditch ZenithOptimedia

“For now, Shazam works for the audio. It is unclear who will work for other aspects such as visual as it is too fragmented a market.” “Until smart device manufacturers have a AR scanner inbuilt into the device, it will always be hard to reach consumers this way.” “But saying this, Second Screening happens; the difference will be in how to capture the audience.”

Answer Generated No.

“I think its progression is inevitable”

“Just need a couple of real success stories of advertisers doing it right to get people switched on to it.”

Francesca Seeley Maxus

“Opens up opportunity for two-‐way conversations between advertisers and their audiences – undeniable value in that.”

Answer Generated No. 3: J.March/J.Micklethwait ITV

“Social media will continue to be a driving force.” “We believe that click to buy will become a predominant benefit of second screen.” “For many other devices, a simple web based site takes away the need for an App.” “Tracking across all the devices will prove hard until a unified method is envisioned.” “Second screen will not be as great as everyone thinks, as said

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before. No one will use this ‘second screen’ if all they get is ads.” Answer Generated No. 4: David Brennan Author: Connected TV

“significant opportunities for advertising in terms of shortening routes to purchase and finding ways to allow consumers to intuitively engage with their content” “Content needs to be synchronised, so the right content ends up on the second screen automatically.” “ITV are offering a hybrid version of this with Shazam, but I believe the synchronisation will occur via connected TV sets sending an audio signal to other devices.” “Privacy issues will need to be addressed if targeting and personalisation are fully achieved.” “The right content needs to be created. I still believe agencies haven’t completely got second screening and I have seen relatively few really innovative second screening campaigns.” “It might be argued that most second screening (e.g. social media, finding out information) don’t need specific apps”

Secondary and primary research has shown the uses of second-‐screen, and how it benefits Advertisers. The research gathered from the interviewee’s in the table above helps to gain insight into the viable potentials. Hebditch’s quote “it all depends how the technology works in the future,” Highlights the issue that technology could change and second-‐screen as it is now, irrelevant. The introduction of Google Glass could eradicate the need for a smartphone/tablet. However, for the time being, in order for advertisers to fully adopt second-‐screen we “just need a couple of real success stories of advertisers doing it right to get people switched on to it,” as quotes by Seeley. Hebditch’s quote “For now, Shazam works for the audio. It is unclear who will work for other aspects such as visual as it is too fragmented a market.” Illuminates the fact that yes consumers are using these devices and apps, however as there are so many different devices and apps, how can you reach of your target audience? Shazam and ITV’s partnership could work well in linking synchronised ads in the future, however yet again, case studies on how it has been used well need to be published. However, Brennan believes that “the synchronisation will occur via connected TV sets sending an audio signal to other devices,” this synchronisation being the ad on both TV and smart device.

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J.March/J.Micklethwait understand that “Social media will continue to be a driving force,” as communication and the social aspect of second-‐screen is both valuable to the consumers and advertisers. This social element of second-‐screen allows feedback that is very valuable as stated by Schramm (1954). However, as highlighted by J.March/J.Micklethwait “Tracking across all the devices will prove hard until a unified method is envisioned.” It is the case with tracking many digital/mobile campaigns that much of the data retrieved from tracking has discrepancies, this understanding coming from the researcher’s time at a digital platform agency (Unruly Media). In terms of consumer response to adverts Brennan highlights the fact that second-‐ screen offers “significant opportunities for advertising in terms of shortening routes to purchase and finding ways to allow consumers to intuitively engage with their content” This belief backed up by a statement from J.March/J.Micklethwait who believe that “click to buy will become a predominant benefit of second screen.” This backing up the thinking of the researcher that second-‐screen betters TV in the thinking that it allows all four stages of DAGMAR as described by Colley (1961) to be achieved; as the consumer see’s the ad, understands the call to action, carries out and responds accordingly. In conclusion to this objective, all throughout Brennan’s Interview, Content stands out as being the most important thing in getting the hang of ‘second-‐screening’. Until Advertisers understand the context in which content is consumed affects how a message is received, to quote J.March/J.Micklethwait “Second screen will not be as great as everyone thinks, as said before. No one will use this ‘second screen’ if all they get is ads.”

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Conclusion We live in a digital world, as a result advertisers can see real time how a campaign is panning out. A quote from the interview conducted to Brennan furthers this statement as the “Relationship between marketing activity response can be plotted more precisely,” Brennan. This real time view and feedback relating to Schramm’s (1954) model of communications, and its feedback loop. This loop enables advertisers to see if a consumer clicks on an ad, how long for, where they then go, do they purchase? It’s this loop that gives ‘second-‐screen’ more value to advertisers, as you cannot get the same feedback through TV, which leads onto the value advertisers see in ‘Second-‐Screen’. So what can you take away from this study? Well one thing at least, second-‐ screen/multi-‐screening happens, and a lot of the time (82% of people asked in the researchers study stating they do). However, as highlighted from research, this does not mean it has any relation to what is being viewed. What this does mean is that; those who are engaging with relevant content to the first screen are highly engaged consumers. What however needs to be considered here is that; the content provided needs to add something of value to the viewing experience, if not it is distracting the viewer from the first screen and subsequently could act as a negative effect on a brand. Not only this, the context in which the content will be viewed in needs to be understood, this could be; the environment they are in, the people they are with, the device they are using, the activity they are doing, and the relevance to the first screen. J.March/J.Micklethwait state that “In order to reach the intended audience, they must be intuitive and spread message across multiple devices.” Second-‐Screen should not just be a strategy taken if there is left over budget, it should be used in conjunction with TV strategy, to create better engagement, stronger brand relationships. Using second screen is cost effective as you are reaching “TV audience at the price of Digital media,” Seeley taken from interview. If all these are taken in, then the second-‐screen can be amazing in empowering consumers and creating brand loyalty. Second-‐screen also when used effectively is a very good direct-‐response tool, allowing many forms of DR to be completed. The use of such methods as Ad-‐Sync, in the researcher’s opinion offers the best method of achieving good results for a DR campaign. It needs to be understood that viewers will talk about a brand/show, so give them something to really talk about, and then track this chatter and feed it back into creative to make adverts more relevant. If used right social media can act as a great way to perform ‘Ad Copy’ as stated by Hebditch within the interview conducted. This form of 54

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Ad copy can in turn help to track consumer’s views/reactions and then alter the copy accordingly. Companion Apps/Transmedia Storytelling can work, but more often than not, a simple micro-‐site/engaging ad is more than enough to achieve engagement with a brand. As to end the conclusion as quoted by Seeley, “I think its progression is inevitable” however the feel is that until a great campaign comes out with a case study showing a real success story, that many agencies will remain conservative on how they use this space.

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Recommendations The researcher would recommend for any brand/advertiser looking to use the second-‐ screen as a way to reach consumers, to do so with caution. Without taking note on all the above points on content/context the researcher believes the intended results will not be possible. When planning to use second screen it would benefit to get a complete understanding of the intended target audience. The likes of IPA’s Touchpoints (2013) research offers detailed analysis of consumer behaviours, highlighting devices in which to target, the times of day certain devices are used most, the TV shows consumers watch, this will help to better relate the contextual environment of the message. (IPA, 2013)

(comScore, 2013) This image from comScore represents data much like that of IPA Touchpoints, presenting that when considering the device to use, time of day plays a big part. For instance, if the campaign was to reach consumers watching ITV ay 8:30PM, then better results would come through targeting tablet users as this is when tablets are most popular. (IPA, 2013)

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However, depending on what a brand/advertisers is looking for, I.E. purchase, or social interaction, then different strategies should be used. Ad-‐sync is a great way at achieving any DR on a smart device. Ad Sync works by sending a signal to the smart-‐device, this signal prompts a synchronised advert to be sent to the device. This synchronisation helps to act as a roadblock in a way, giving the user a very engaging experience. The researcher would recommend the reader to look into the potential TV integration of Twitter Music App recently released. BBC America state in a tweet:

(BBC America Tweet) (AOL Inc, 2013) There is no more detail on the potential use, however with the amount of viewers who state using Twitter, the scope for such a use is enormous, not to mention reach, and its targeting opportunities due to Twitters database on users. (AOL Inc, 2013) Social interaction enables great PR to be achieved, if done right, this could be as simple as adding a #hashtag to a TV advert, this then drawing a user to engage further with the brand. What this then allows a brand to do is use the data retrieved through the #hashtag to be feed back into the TV/mobile ad. According to Twitter (2013) by adding a #Hashtag to an ad it can increase tweet volume by 4 times. An example on how this has been done well would be a campaign by 3 with the #hashtag of #danceponydance. This advert asking users to share and come up with their own versions of the dancing pony using a micro-‐site ponymixer.com, 3 then chose ideas from users who engaged and fed it back into the TV creative. (Njodi, 2013) This creative later went viral, thus creating added value to the campaign. (Creative Review , 2013) 57

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The last note from the researcher, that of a strong belief -‐ and a first though that should be considered when thinking of using the second-‐screen -‐ as quoted by Brennan “Tell your story, as powerfully and effectively as you can, via the first screen, and only attempt to use second screen if you have something truly valuable to offer”, “If the TV creative is strong enough, people will want to engage further – and that is why it is called ‘second screen’”

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Tashakkori, A. and Teddlie, C. (2003) Handbook of Mixed Methods in Social and Behavioural Research. Thousand Oaks: Sage. TCS (2012) Revolutionize Television Experience Second Screen: Insights. TATA Consultancy Services. The Drum (2013) ITV’s Ad Sync format reports active engagement of over 38% following trial [online]. The Drum. Available from: http://www.thedrum.com/news/2013/02/28/itv-‐s-‐ad-‐sync-‐format-‐reports-‐active-‐ engagement-‐over-‐38-‐following-‐trial [Accessed: 12 April 2013]. Thinkbox (2012) How Viewers Engage With Television [online]. Thinkbox. Available from: http://www.thinkbox.tv/server/show/nav.854 [Accessed: 19 April 2013]. Thinkbox (2012) Tellyporting: travelling to TV's near future [online]. Thinkbox. Available from: http://www.thinkbox.tv/server/show/nav.1427 [Accessed: 19 April 2013]. Thinkbox (2012) Watching TV: convivial, controllable and convenient [online]. Thinkbox.tv. Available from: http://www.thinkbox.tv/server/show/nav.988 [Accessed: 9 April 2013]. Twitter (2012) MTV incorporates Twitter [online]. Twitter. Available from: https://business.twitter.com/success-‐stories/mtv [Accessed: 12 January 2013]. Twitter (2012) MTV incorporates Twitter into Video Music Awards [online]. Business: Twitter. Available from: https://business.twitter.com/optimize/case-‐studies/mtv/ [Accessed: 16 January 2013]. Twitter (2013) Tune In With TV. Tweeting About TV [Online]. p.14. Available from: http://cdn.thejournal.ie/media/2013/01/tweeting-‐about-‐tv.pdf [Accessed: 20 April 2013]. WA TV History (2011) Media Covergence the Evolution of Content Form and Delivery [online]. WA TV History. Available from: http://watvhistory.com/2011/04/media-‐ convergence-‐the-‐evolution-‐of-‐content-‐form-‐and-‐delivery/ [Accessed: 3 April 2013]. Wallenstein, A. (2011) TV taps companion apps [online]. Variety Media. Available from: http://www.variety.com/article/VR1118041544/ [Accessed: 16 January 2013]. Waters, D. (1997) Qunantitative Methods for Business. 2nd ed. Essex: Addison Wesley Longman Publishers Ltd. Weinreich, N.K. (2012) Transmedia Storytelling in Marketing. United States of America: Marketing Professionals Daily Mix. Wittgenstein, L. (1965) Philosophical Investigations. New York: The Macmillan Company. Yin, R.K. (2003) Case Study Research: Design and Method. 3rd ed. London: Sage. Zeebox (2013) Zeebox: Home [online]. Zeebox. Available from: http://zeebox.com/tv/home [Accessed: 16 January 2013]. 62

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Appendices Appendix 1: Interviewee Consent Form

Bucks New University Queen Alexandra Street High Wycombe HJ11 2JZ Telephone number – 01494 522141 21014267@bucks.ac.uk Informed Consent Form Title of Work: What is the role of second screen in relation to TV viewing, and what are the implications for Advertising? Name of Researcher: Kalvin Coates 1. I have read and understood the attached information sheet giving me the details of the study to be undertaken by Kalvin Coates 2. I have had the opportunity to ask Kalvin Coates any questions that I had about the research and my involvement in it, and I understand my role as a participant 3. My decision to take part (consent) is entirely voluntary and I understand that I am free to withdraw at any time until 15/02/2013 without giving a reason or being penalised 4. I understand that data gathered in this study may form the basis of a report or other form of publication or presentation in the future 5. I understand that my name will not be used in any subsequent literature, publication or presentation, and that every effort will be made to protect my anonymity Participant’s name (In Capitals ):

Participant’s signature:

Researchers signature:

Researchers Name:

Kalvin Coates Date:

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Appendix 2: Interview Cover Letter

Dear Participant. The purpose of this study is to investigate the role of second screen devices in relation to TV viewing. 1. You may decline to participate without giving reasons or being penalised 2. You will be free to withdraw at any time up to 15/02/2012 again without giving reasons or being penalised 3. You may ask me for more information at any time to help with your decision. My contact details are below. 4. The name and contact details for Kalvin Coates are below as are the contact details of the Supervisor in the case of any problems that might occur and you wish to discuss the research further 5. The research will take the form of interviews between the researcher Kalvin Coates and you. The interviews are likely to take approximately 20 minutes although this can vary for each person. Each interview will be different for each participant and for this reason an individually negotiated process can be worked on so you feel absolutely comfortable in your progression through the interview process. 6. You are entitled to see the questions before the interview. They can be supplied and explained before you decide to take part and any questions answered to clarify any point. 7. All interviews will be recorded and then transcribed to allow for analysis of the information given. All recordings will be anonymous and stored as per the Data Protection Act, 1998. That is a locked drawer in a locked office that only the research has a key. No tapes are marked and when transcribed the interviews will not identify any individual by name or role 8. The interview transcripts will be seen by the researcher for the purposes of analysis. They may also be viewed by the supervisor and the marker who will be reviewing the work of the researcher and will not know you personally or know be able to identify you by the transcripts of the interview Interviewer: Kalvin Coates

Supervisor: Vic Davies

Email: 21014267@bucks.ac.uk

Email: vic.davies@bucks.ac.uk

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Appendix 3: Interview Candidate and Timings Thomas Hebditch – ZenithOptimedia

February 12th 2013

Charlie Smith – Bliss Mobile

February 12th 2013

David Brennan – Author of Connected TV

February 18th 2013

Digital Team at ITV

February 13th 2013

Declan Clarke – Head of Tech -‐ Now TV

February 15th 2013

department at BSkyB

Appendix 4: Draft Semi-‐Structured Interview Questions 1. Do you, or have you considered incorporating a multi-‐screen strategy when targeting TV viewers, and why? (Multi-‐screen in terms of using both first and second screen) 2. Do you see any value in using second screen as an advertising medium, and why? 3. How do you perceive the role of Social Media in relation to second screen, and why? 4. Do you, or have you thought of creating/utilizing Companion Apps into you campaign strategies, and why? 5. Do you, or have you thought of incorporating Transmedia-‐Storytelling into you strategies when planning a campaign, and why? 6. Do you believe context plays a big part in relation to choosing which content suits which device, and why? 7. What is your view on the progression of second screen as a viable advertising medium?

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Appendix 5: Draft Questionnaire This questionnaire hopes to gain understanding as to the role of second-‐screen in relation to TV viewing, and the implications for advertising. 1. Do you own a Smartphone/Tablet device? [ ] Yes

[ ] No

[ ] Yes I own both

2. Which gender category best describes you? Male [ ]

Female [ ]

Prefer not to say [ ]

3. Which category below includes your age? [ ] 16 or younger

[ ] 40-‐49

[ ] 17-‐20

[ ] 50-‐59

[ ] 21-‐29

[ ] 60 or over

[ ] 30-‐39 4. Do you, or have you used your Smartphone/Tablet whilst watching TV? [ ] Yes

[ ] No

5. If you do use a Smartphone/Tablet whilst watching TV, how often do you do so? [ ] Never [ ] Once a Month or Less [ ] Several Times a Month [ ] Several Times a Week [ ] Once a Day [ ] Several Times a Day 66

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6. When using your Smartphone/Tablet in front of the TV, what are you doing on the device? Please choose either one, or multiple answers

[ ] Emailing [ ] General Browsing [ ] Shopping [ ] Accessing Facebook [ ] Banking [ ] Playing Games [ ] Looking at the news [ ] Find out more about a TV show [ ] Catching up on sports news/results [ ] Find out more about brand/advert [ ] Working [ ] Accessing Twitter [ ] Gambling [ ] Other (Please specify) ____________________________________________________________________ 7. When using your Smartphone/Tablet in front of the TV, have you ever used an application for a specific show? E.G. Sky+, YouView, Zeebox, The Walking Dead, Shazam [ ] Yes

[ ] No

8. If you have used an application specifically for a TV show, do you feel this gives you a better viewing experience? Please comment in the box below your answer

The researcher would like to thank you for completing this questionnaire; the results will be published within the researcher’s dissertation. 67

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Appendix 6: Ethical Statement and Consideration The findings in this dissertation will be that of results non-‐commercially sensitive, yet providing intriguing insights into second screens relationship with TV viewing. Possible risks of participating respondents are conflicts of interest and release of commercially sensitive materials. To ensure that the results taken from research are ethical; All data recovered from primary research will require permission from respondents to use the information gathered for research purposes, which in turn can be shared without breaking any confidential agreement made. Any data shared that is confidential must be kept so. Copies of the consent form are attached to the Appendix in Figure 1. All respondents will be shown a copy of this proposal, indicating reasoning for research and the methods conducted. This will help to educate respondents and ensure the research is free from conflicts of interest. Copies of the Cover Letter are attached to the Appendix in Figure 2.

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Appendix 7: Online Survey Response Results (Survey Monkey)

This image shows the number of responses (100) collected through Survey Monkey .

Appendix 8: Street Survey Response Results Westfield (Google Docs)

This Image shows the number of responses (51) collected through Google Docs, these were answered on the researchers iPad, collected in Westfields shopping centre.

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Appendix 9: Questionnaire

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Appendix 10: Questionnaire Data Analysis Results

and Mobile Viewing Habits Questionnaire TV

Question 1 150 responses

Are you male or female?

Male

57% 43%

Female

Prefer not to say

Unanswered

0.70%

Question 2 150 responses

Which category below includes your age?

16 or younger

17-‐20

21-‐29

Question

30-‐39

40-‐49

50-‐59

60 or older

Unanswered

3 150 responses

How do you watch TV?

Scheduled TV

On-Demand

Online Streaming

Question

Other

Unanswered

4 150 responses

Question 5

0% 11% 56% 16% 9% 3% 5% 0.70%

100 53

56% 67% 35% 4% 0.70%

Where do you watch TV?

the Sofa On

In Bed

91% 49%

At Desk

Other

7% 0.70%

136

Unanswered

Who do you watch TV with?

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150 responses Alone

With Friends

With Family

Question

Other

Unanswered

6 149 responses

Do you own a Smartphone and/or Tablet Device? Yes

101

Yes I own Both

Question

Unanswered

7 145 responses

Unanswered

8 148 responses

63% 42% 63% 2% 0.70%

68% 12% 20% 1.30%

119

82% 18% 4%

Never

If you do use a Smartphone/Tablet whilst watching TV, how often do you do so?

Once A Month Or Less

Several Times A Month

12%

Several Times A Week

Question

Once A Day

Several Times A Day

30% 10% 28% 2%

Unanswered

When using your Smartphone/Tablet in f ront of the TV, what are you doing on the Device? Emailing

General Browsing

Shopping

Accessing Facebook

Banking

Playing Games

Looking At The News Find Out More About A TV Show

57% 75% 38% 73% 25% 31% 33%

32%

79 103 52 101

17% 3%

9 138 responses

Do you, or have you used your Smartphone/Tablet whilst watching TV? Yes

Question

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Catching Up On Sports News/ Results Find Out More About A Brand/Advert

18%

21%

Working

15%

Accessing Twitter

Question

Gambling

40% 4% 13% 8.60%

10 97 responses

Question

11 43 responses

Other

Unanswered

Yes

28%

72%

Unanswered

35.70%

If you have used an application specifically for a TV show, do you feel this gives you a better viewing experience?

When using your Smartphone/Tablet in f ront of the TV, have you ever used an application for a specific TV show?

Answered

28% 72%

33%

Unanswered

Yes, Yeah

14%

N/A

Useful in-‐depth answers

35%

Irrelevant answers

11%

108

Coding of Answers

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Appendix 11: Questionnaire Data Analysis Graphs and Data Representation

Figure 1

Are you Male or Female?

Male

43% 57%

Female

Figure 2

Which category below includes your age? 3% 9%

0% 16 or younger

5% 11%

17-‐20 21-‐29

16%

30-‐39 40-‐49 50-‐59

56%

60 or older

Figure 3

How do you watch TV? 100 80 60 40 20 0

56%

67% 35% 4%

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Figure 4

Where do you watch TV? 160

91%

140 120 100

49%

80 60 40 20

At Desk

Other

0 On the Sofa

In Bed

Figure 5

Who do you watch TV with? 2%

Other

63%

With Family With Friends

42%

Alone

63% 0

100

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Figure 6

Do you own a Smartphone and/or Tablet Device? Yes

Yes I own Both

20% 12% 68%

Figure 7

Do you, or have you used your Smartphone/Tablet whilst watching TV? 18%

Yes No 82%

Figure 8

If you do use a Smartphone/Tablet whilst watching TV, how often do you do so? Never 28%

17% 3% 12%

10% 30%

Once A Month Or Less Several Times A Month Several Times A Week Once A Day Several Times A Day

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Figure 9

When using your Smartphone/Tablet in front of the TV, what are you doing on the Device? 13%

Other

Gambling

40%

Accessing Twitter

15%

Working

21%

Find Out More About A Brand/Advert

18%

Catching Up On Sports News/ Results

32%

Find Out More About A TV Show

33%

Looking At The News

31%

Playing Games

25%

Banking

73%

Accessing Facebook

38%

Shopping

75%

General Browsing

58%

Emailing 0

100

120

Examples of Other: Answering messages, Zeebox sometimes, Texting, Texting, Never use it, Reading blogs, Texting, Instagram, Texting/Messaging, Texting/Socialising, controlling my TV, Explicit videos

Figure 10

When using your Smartphone/Tablet in front of the TV, have you ever used an application for a specidic TV show? 72%

28%

Yes 0

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Figure 11: If you have used an application specifically for a TV show, do you feel this gives you a better viewing experience? Yeah. I have the Voice app, I’m not sure how great I find it though: /. Yes. Did not find it

that interesting. Yes makes you feel like you know more about it. Yes. I have used one of my husband’s iPad, it did make the show more enjoyable as I felt I was contributing. Yes. Means I can be even lazier lol. Shazam is a good way to see what my mates are watching. Helps me choose. Yes. I only use my device for shopping and playing games while watching TV, I have never used a specific application designed for TV. Yes, it makes the viewing experience more interactive. Nope. No. Gadget show, spring watch, gambling. Yes. N/A. Not

really – it distracts me from what

you are watching. N/A. Yes. Depends on the show, if its captivating like a drama twitter is a distraction and sometimes spoils it unless I’ve paused it. No. Yes. No.

Yes, I use Zeebox. It's a great way of choosing what to watch

by seeing what my friends are watching. Nope. No, accessing on Twitter seems better to me. Yup yeah yah oui yes true. No. Yes. Yes it does. Not Applicable. Yes...

it streams

better and you can go straight to the channel guide... It’s much easier. No. It

makes me feel a lot more engaged with the show that I am watching. Yes. The walking dead app doesn't make the experience better but is just a fun bonus to the show. TV Catchup. Yes. Yes, as it helps to get more involved with the program and offers a better viewing experience. Yes. Yes, it makes the viewing experience more

interactive. Indefinitely.

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Appendix 12: Semi-‐Structured Interview David Brennan

Semi-‐Structured Interview Questions 1. How do you watch TV? Like most people, according to industry research. I like watching scheduled TV, on the sofa, mainly with my family around me and sometimes alone as a treat. I love great storytelling, sport and other live events, easy laughs and the occasional bit of inspiration. I’m watching more on demand now that Sky is making it available, so around 25% of our viewing is via catch-‐up (especially BBC Iplayer, looking forward to 4OD hitting the platform soon), movies, the planner, or Sky Store which – as I predicted about 3 years ago – is proving a viable alternative to Blockbuster for our DVD ‘treats’. I watch lots of clips online and am increasingly loading up my i-‐pad for frequent journeys overseas, but the bulk of our household viewing is still to programmes on channels 2. Do you yourself multi-‐screen? Frequently – and have been doing for some time. It all started with texting but tablets and smartphones have created a revolution. Don’t get me wrong – we’ve always done other stuff when we’re watching TV, switching in and out of activities, it’s nothing new6 – but my ipad and iphone and the three Kindle Fires we own between us are starting to get picked up more regularly. We’re seeing that in all the research.7 3. Do you see any value in using second screen as an advertising medium, and why? Massive value – it could create a revolution in the value of all three screens, if they are used sensitively, innovatively and intuitively. The purchase journey – from initial awareness of a brand to actual purchase – often lasts a matter of minutes when it used to be days, weeks or even months. The relationship between marketing activity and response can be plotted more precisely. You can create instant dialogue and deeper relationships. It can be made completely intuitive for the viewer so response can be maximized and navigated. But the following needs to be born in mind; •

The relationship generally flows from the TV set to online8

6 See www.thinkbox.tv – Engagement Study 7 See www.thinkbox.tv -‐ Tellyporting

8 See www.thinkbox.tv – TV & Online: Better Together

•

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Apps are a fantastically enabling navigation tool for second screening (but getting them adopted in significant quantities is proving increasingly challenging)

•

Advertisers need to bear in mind the branding value of television in their desire to milk the short-‐term response, or only evaluate their TV activity in this way. The danger is also n TV advertising becoming so response-‐led, it will end up being unwatchable. That is when the competition would really bite for TV.

•

Second screens can be both a distractor and an enhancer, and a lot of that will depend what is on (TV) screen at the time. The pressure will be on TV content – especially advertising – to make it more the latter than the former, with great creativity and clever interactivity. Thinkbox recently indicated9 that, during ad breaks, it is about half and half, but when used as an enhancer, it can be very effective.

4. How do you perceive the role of Social Media in relation to second screening, and why? Social media has been a terrific turbo-‐boost to what has always occurred – people talking about what’s on TV, so it’s no coincidence that it is the single (by far) biggest second screen activity people engage with. But I agree with the statement that we should think of it as a PR channel, not an advertising channel. In that way, give the social networks something to share and you can turbo-‐charge the word of mouth buzz behind TV programming or advertised brands. But it’s also worth remembering that online in total is only responsible for 7% of all brand word-‐of-‐mouth10 -‐ we should think of ‘social media’ as all those offline fireside conversations, phone calls and water cooler moments as well. 5. In your opinion do you see value in creating/utilizing Companion Apps into campaign strategies, or does this draw the viewer away from the first screen? The value is in the creativity. In itself, I’d say don’t bother. Tell your story, as powerfully and effectively as you can, via the first screen, and only attempt to use second screen if you have something truly valuable to offer – information, entertainment, inspiration, utility. If the TV creative is strong enough, people will want to engage further – and that is why it is called ‘second screen’ 6. Do you see value in incorporating Transmedia-‐Storytelling into you strategies to enhance the viewing experience, and why? 9 www.thinkbox.tv – Screen Life

10 Ed Keller & Brad Fay – ‘The Face to Face Book’ and their international ‘Talktrack’ research.

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I’m in two minds about this. I first heard it described by a Coca Cola executive at a media conference about 6 years ago and it sort of made sense. The ‘overarching narrative’ was going to be made available across (and customized towards) different screen-‐based media channels. In many ways, that is just good, consistent branding, and expanding or personalizing the storytelling element across media simply makes sense in a multi-‐screen world. And it focuses on storytelling, which was a bad word in marketing until around 15 years ago, but which we now know powers human learning, memory, development and behaviors. So I sort of liked the concept. But… Storytelling is essentially passive. It has been for millennia. Some would argue it should always be. It relies on surprise, and linear narrative arcs, and creative depictions and, most of all, imagination. While we can play with the idea of storytelling being enhanced across media platforms and screens, I think it is more about developing the story to be available across all screens, but customized for different contexts. Which brings me to… 7. Do you believe context plays a big part in relation to choosing which content suits which device, and why? I think context is critical in a number of ways. First of all, totally functionally, things like screen size, connectivity, device functionality etc. will always be important; for example, people will prefer to consume content on the biggest screen available and there is a strong correlation between length of optimum tine for content and screen size (smaller screens, shorter content!). Secondly, there is the context of the ‘media moment’. Is it alone or with others? At home, at work or on the move? What time of day? What other activities are occurring? All these contextual elements can have a huge part to play in both content selected and device in which it is displayed. 8. What is your view on the progression of second screen as a viable advertising medium?

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As I said earlier, there are significant opportunities for advertising in terms of shortening routes to purchase and finding ways to allow consumers to intuitively engage with their content. There are several challenges though if these are to be fully maximised; 1. Content needs to be synchronised, so the right content ends up on the second screen automatically. ITV are offering a hybrid version of this with Shazam, but I believe the synchronisation will occur via connected TV sets sending an audio signal to other devices. 2. Consumers/customers will need to be persuaded to download relevant apps (although connected TVs may be able to by-‐pass this particular challenge in future). Apps were being downloaded frequently by early adopters of second screens but there is so much competition now and many apps find very few takers these days. 3. Privacy issues will need to be addressed if targeting and personalisation are fully achieved. 4. The right content needs to be created. I still believe agencies haven’t completely got second screening and I have seen relatively few really innovative second screening campaigns. It might be argued that most second screening (e.g. social media, finding out information) don’t need specific apps – consumers are more than able to participate in these ways regardless – but creatively there is still much that agencies and advertisers could do.

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Appendix 13 Semi-‐Structured Interview Francesca Seeley 1. Do you, or have you considered incorporating a multi-‐screen strategy when targeting TV viewers, and why? (Multi-‐screen in terms of using both first and second screen) -‐

Yes, have used in recent campaign for my client, Barclaycard. In November/ December 2012 we ran a brand campaign called ‘Toys’, which featured a toy store come to life, and demonstrating payment with Barclaycard’s ‘Paytag’ product. Barclaycard like to be seen as leaders in innovation, therefore they are always interested in new innovations in the industry and ‘media firsts’. We integrated a Shazam element into the TV campaign in order to demonstrate the brands lead in innovation – the viewer was able to Shazam the ad with their mobile in order to enter into a competition. Was a really nice idea but when it went live we had technical issues as too many people entered the competition and the server couldn’t handle the volume.

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Need to ensure a quality consumer experience – if doesn’t work properly reflects negatively on the brand, consumers dissatisfied and client less likely to use this technology again.

2. Do you see any value in using second screen as an advertising medium, and why? -‐

Yes, if you are clever about it. Households increasingly tech savvy; whole family will be online at the same time on multiple devices, whilst watching TV in the evening – offers platform for reaching mass audience of engaged viewers.

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TV audience but at the price of digital media – if run online activity to correlate with particular TV programming, can reach your target audience with relevant ads at much cheaper cost.

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Need to present the viewer with a strong call to action – reward them for interaction

3. How do you perceive the role of Social Media in relation to second screen, and why? -‐

Social media offers opportunity for brands to facilitate conversation around interesting content.

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Advertisers can replicate the buzz/talkability TV shows for their TV ads. They can track social conversations online around their ad, and respond to them. Drives consumer engagement and starts two-‐way conversations.

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This will be dependent on the TV creative being exciting and shareable.

4. Do you, or have you thought of creating/utilizing Companion Apps into you campaign strategies, and why? -‐

E.g. Zeebox?

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Have considered but current usage is not high enough for my client to buy in.

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5. Do you, or have you thought of incorporating Transmedia-‐Storytelling into you strategies when planning a campaign, and why? -‐

Good example from another client in the agency was the Mercedes campaign, ‘#youdrive’.

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TV ad played half a video… viewer was then prompted to go online and vote for one of two video endings. The ending which received the most votes was played live on TV.

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This gave the viewer control – empowering them gains their trust in the brand. Shows their opinion is valued.

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Was a first in the industry so gave the campaign huge amount of PR and talkability.

6. Do you believe context plays a big part in relation to choosing which content suits which device, and why? -‐

Most vital consideration is your audience. Consider which devices they are likely to use, and what content they consume. Need to marry up the findings in order to be successful in using second screen advertising. E.g. ‘Young digital natives’ have very different media consumption habits and technology uses to ‘Practical mums’.

7. What is your view on the progression of second screen as a viable advertising medium? -‐

I think its progression is inevitable. Even though it is quite a new concept in the industry, it won’t take long to take-‐off – just need a couple of real success stories of advertisers doing it right to get people switched on to it.

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Opens up opportunity for two-‐way conversations between advertisers and their audiences – undeniable value in that. Food for thought:

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What would happen if the relationship between online and TV is reversed? If what is trending/being talked about online is pulled into TV content? E.g. if audience are talking about what to do on Friday night, entertainment advertisers can track their social conversations and show them ads on TV relevant to them e.g. gigs/cinema/restaurants to go to etc.

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What is broadcast TV is largely replaced by video on demand (VOD) e.g. 40D, ITV player, BBC iplayer etc.? As people become busier and find less time/desire to watch programmed TV, will this help or hinder advertisers in reaching their target audiences? May make it more difficult to guarantee audiences at set times of the day, however as VOD is also online, sophisticated tracking may enable more relevant ads to be served when consuming video and browsing other content online e.g. if on eBay watching an item, could be served a pre-‐

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roll ad featuring similar items in TV content – allows advertisers to fully roadblock and hit audience with messaging from all angles. AMEX – have just released a ‘pay-‐by-‐tweet’ service, which allows AMEX customers to pay for products by tweeting a product code on Twitter. See my blog for details and POV http://maxusglobal.co.uk/maxus-‐mouth (second one down). Opportunity for social to directly link with commerce… and to be activated through TV

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Appendix 14: Thomas Hebditch Interview Notes

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