Comments on: TV sees itself in a ‘second screen’ primed for popularity http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/ The economics of digital content Sat, 18 May 2013 13:43:01 +0000 hourly 1 http://wordpress.com/ By: Robert Andrews http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-153531 Fri, 21 Sep 2012 08:50:35 +0000 http://paidcontent.org/?p=217963#comment-153531 Neil, I don’t believe I’ve misquoted you. Mis-spelled, perhaps.
But I’m glad we are able to continue the discussion here.
Thanks.

]]> By: Neil Mortensen http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-153528 Fri, 21 Sep 2012 08:44:17 +0000 http://paidcontent.org/?p=217963#comment-153528 Hi Kevin, as I mentioned above in my reply to this article, I’ve been misquoted or at least misrepresented. We have just completed some research into real behaviour (not claimed) amongst people that multi screen regularly (and that is a very small percentage of the population at the moment). What was clear was was that multi-screening was drawing some of these people closer to the telly. Perhaps the most reassuring findings is a sense of growing closer to TV – multi screening was/is enhancing their overall enjoyment of TV. You feel more a part of the programme if you follow it, and you can get to know the celebs online. But mainly, you and your friends chat and gossip around the programme and that is the real payoff. We have countless examples of respondents using technology to delve deeper into the programmes they enjoy (ie ‘following’ programmes or actors on Twitter, joining groups, ‘liking’, researching, playing along and so forth) and many reported how much they missed it if they were unable to chat whilst watching.
I hope this helps clear that point up.
Neil

]]> By: Kevin Horne http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-153441 Fri, 21 Sep 2012 04:57:00 +0000 http://paidcontent.org/?p=217963#comment-153441 “A lot of people now say they won’t view the show unless they can interact with it.” Whaaaaaah?

PS and WTF is with a cropped and photoshopped picture of Jobs holding “an iPad” ???

]]> By: stuartknapman http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-152903 Thu, 20 Sep 2012 13:32:20 +0000 http://paidcontent.org/?p=217963#comment-152903 I’m not sure there’s anything particularly luddite about suggesting the second screen will be used (among other things) to facilitate the buying of things that people see on screen.
We’re already seeing strong evidence that this is happening, with or without dedicated ‘companion’ apps, particularly due to the rise in tablet penetration.
Recently we’ve seen that 16% of dual screeners say they looked up information about a product or service they saw advertised on TV, using a second device.
http://www.essentialresearch.co.uk/blog/2012/07/some-dual-screening-data-from-the-essential-eye/
S

]]> By: Neil Mortensen http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-152843 Thu, 20 Sep 2012 12:14:22 +0000 http://paidcontent.org/?p=217963#comment-152843 Robert, I’m not sure what that quote you’ve attributed to me is about! I don’t recall saying there would be no difference in the creative. If I did say anything resembling that then I plead temporary insanity because it certainly doesn’t reflect what I think or have said publically elsewhere and I’d like to make that clear. Of course there will be differences in the creative both in ads and programmes to take advantage of second screen opportunities. By the way, my name is spelt wrong too.

Nick, as I say above, I think I’ve been misquoted or at least misrepresented – or perhaps inadvertently misrepresented myself. Thinkbox spends most of its time talking about innovation in the ad industry. Certainly not ostrich-like in any way. But, while there is a lot of innovation to understand and experiment with – the second or even third screen being the most talked about – it is important to remember that TV advertising still works in a very similar way to how it always has and that that is not looking likely to change dramatically in the near future because people prefer watching linear TV. In fact they’re watching more ads at normal speed than ever before. Second screens are expanding and enhancing this though and we are doing our best to get to grips with what this means and how best to make the most of it.

At Thinkbox we would be happy to show you all the latest innovations in technology, ad formats, and measurement, planning and audience insights.

]]> By: Robert Andrews http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-151885 Wed, 19 Sep 2012 09:56:11 +0000 http://paidcontent.org/?p=217963#comment-151885 Absolutely, Nick. I was also thinking of his comments during this event. Even many current “second-screen” concepts (TV creative first, engagement as bolt-on) seem linear when compared with the potential for future propositions, on which Entwhistle seemed to fire a starting gun.

]]> By: Nick Thomas http://paidcontent.org/2012/09/18/tv-sees-itself-in-a-second-screen-primed-for-popularity/#comment-151881 Wed, 19 Sep 2012 09:54:04 +0000 http://paidcontent.org/?p=217963#comment-151881 In the light of George Entwistle’s impressive vision of a truly digital future for the TV industry, reported elsewhere on your site, the ostrich-like comments from Thinkbox’s research director seem even more depressing. Lobbying for your industry is one thing, but surely what the TV advertising industry needs is bold re-invention, and people who can champion new models, not pretend that nothing has changed. The ad industry projects itself as funky, smart and progressive, but too often it seems like a deeply conservative body fighting to hold on to models that desperately need overhauling. Most of the content creators are way ahead of the ad industry in terms of adapting to the future.

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