The second screen revolution is on. Jesse Redniss of Mass Relevance and Greg Consiglio of Viggle led the panel on how to monetize the second screen.
Using a format that mirrored the second screen experience they invited two audience members from the audience to participate in their panel. One was from network TV who has experience with dealing with second screen and one was app developer in the second screen market.
Chad Powers from HGTV has 8 1/2 years of network experience and three years in second screen space was invited to stage to join the conversation.
View from the stage at the #secondscreen panel. I should have worn a nicer hoody. @ Hilton, Salon E http://t.co/GNEJlGr2v7
— Chad Parizman (@CParizman) March 8, 2014
The conversation ranged from the definition of what the second screen is to the point of the second screen and the various uses.
The second screen experience was boiled down to three diffeerent areas.
1) Shopping
2) Discovery
3) Content
The network perspective was based around giving a reason to use an app while watching TV give back to them and engage with them over the continuation of the season to make them come back for more.
Over 150 #secondscreen apps on the market today. 52% on iOS devices.
— Chad Parizman (@CParizman) March 8, 2014
The appeal is very specialized.
Currently, second screen show apps are built on shows and are only get for a moment in time.
ACR technology listen to show and trigger based on when show is playing.
Biggest problem with #secondscreen apps is that they can't hit crititcal mass. Only niche markets are surviving – short life spans ensue.
— Jacob Ehrnstein (@Jacobehrn) March 8, 2014
TV show apps can offer an amazing experience but most aren't relevant in off season. Oppty to target binge viewers #secondscreen #sxsw
— Leslie Koch (@leslietravel) March 8, 2014
The biggest problem faced with the second screen experience ihow do advertisers target second screen users and still target unique users while content is being watched not on live TV but in binge uses. The way advertisers pay for engagement will change for a cost per click, or cost per view model based on the engagement of the viewers allowing new metrics to emerge from the second screen market.
It’s going to move away from TV in the living room to an experience of where we watch and view the content.
Jesse spoke with me after the panel about his thoughts on how the panel went and his thoughts on the emerging wearable technology trend.