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planning for 
(and against) 
THE 
SECOND 
SCREEN 
strategies for a 
multi-screen world
Ben Grossman 
VP, STRATEGY DIRECTOR 
JACK MORTON WORLDWIDE 
@BENGROSSMAN 
#2ndScreenStrategy 
e: ben_grossman@jackmorton.com 
m: + 1.617.752.1171 
t: @BenGrossman 
w: www.ben-grossman.com 
Read our blog: blog.jackmorton.com 
Follow us on twitter: @JackMorton 
Visit us online: www.jackmorton.com
Second Screen Agenda 
THE LANDSCAPE 
CONSUMER BEHAVIOR 
PLANNING FOR 
PLANNING AGAINST
Second Screen Agenda 
THE LANDSCAPE 
CONSUMER BEHAVIOR 
PLANNING FOR 
PLANNING AGAINST
1.4 MOBILE DEVICES 
PER PERSON 
BY 2018 
Cisco, 2014
18X 2013 DATA TRAFFIC WAS 
THE SIZE OF THE ENTIRE 
INTERNET IN 2000. 
Cisco, 2014
NOT 
SURPRISING, 
SINCE 
90% OF MEDIA CONSUMPTION IS 
SCREEN BASED 
10% ANALOG 
90% DIGITAL 
Google, 2012
AND GIVEN 
THAT WE LIVE IN 
A WORLD WHERE 
ATTENTION 
IS A 
PRECIOUS 
COMMODITY, 
PEOPLE SPEND A 
LOT OF TIME 
LOOKING AT 
MULTIPLE 
SCREENS.
ENTER THE 
SECOND 
SCREEN
THE 
SECOND 
SCREEN 
Use of a screen-based 
device concurrent with the 
consumption of another 
form of linear content on a 
separate screen.
THE 
SECOND 
SCREEN 
Once specific to screens 
secondary to the television, 
today, the term has come 
to describe consumers’ 
multi-screen habits and 
cross-screen journeys.
THE 
SECOND 
SCREEN 
Peaked, it has! 
85% of smartphone and tablet 
owners use their devices while 
watching television. 
2004-2014: RISE OF TERMINOLOGY 
2005 2007 2009 2011 2013 
Google Trends, 2014, Nielsen
THAT MAY SOUND 
DISTRACTING. 
BUT, LOOK CLOSER 
AND THERE’S A 
MAJOR 
OPPORTUNITY. 
Viewers using a sync 
application to view TV 
programming showed a 
26% 
higher engagement rate than their 
solo-screen viewing counterparts. 
Time Warner, 2013
AND BRANDED 
APPLICATIONS 
HAVE PERFORMED 
BETTER THAN 
GENERICS. 
SECOND SCREEN MOBILE 
APPLICATION ENGAGEMENT 
BRANDED 
144 INDEX INCENTED 
131 INDEX 
GENERIC 
115 INDEX 
Time Warner, 2013
Second Screen Agenda 
THE LANDSCAPE 
CONSUMER BEHAVIOR 
PLANNING FOR 
PLANNING AGAINST
2 TYPES OF 
SECOND SCREEN BEHAVIOR 
22% 78% 
COMPLEMENTARY MULTI-TASKING 
The simultaneous use of 
screens where activities or 
content are related, and thus, 
stands to increase 
engagement. 
The simultaneous use of 
screens where activities or 
content are unrelated, and 
thus, constitutes a potential 
distraction. 
Microsoft, 2014
COMPLEMENTARY MULTI-TASKING 
“If there’s an actress that I 
recognize, but I can’t 
remember where I recognize 
her from, I’ll just do a quick 
search on IMDB, or 
something like that.” 
-Andrew 
“Just out of habit, picking up 
the touchpad or the phone 
and deciding to search on 
the internet for a little bit. [...] 
It’s frustrating that I do it 
though, because you feel like 
you don’t stay as engaged...” 
-Bradley 
2 TYPES OF 
SECOND SCREEN BEHAVIOR
9% 
SECOND SCREEN ACTIVITIES 
15% 
23% 
25% 
42% 
44% 
60% 
EMAIL 
INTERNET BROWSING 
SOCIAL MEDIA 
GAMES 
SEARCH 
WORK 
VIDEO 
Microsoft, 2014
MULTI-TASKING 
COMPLEMENTARY 
REAL-TIME 
RESEARCHING 
SITUATIONAL 
SOCIALIZING 
ONGOING 
GRAZING 
GREAT 
ESCAPING
REAL-TIME 
RESEARCHING 
A simultaneous journey where 
consumers view related content on 
two or more devices at the same time. 
Generally motivated by curiosity, 
desire for efficiency and habit.
SITUATIONAL 
SOCIALIZING 
Connecting with like-minded 
communities, using first screen content 
as a catalyst for conversation. 
Generally motivated by extroversion, 
desire for connection and habit.
ONGOING 
GRAZING 
The most common behavior; users 
access separate, unrelated content in 
order to multi-task. 
Generally motivated by habit, 
personal preference and efficiency.
GREAT 
ESCAPING 
In the absence of interest in first 
screen content, consumers jump to a 
second screen, unrelated distraction. 
Generally motivated by boredom, 
desire for efficiency and habit.
Second Screen Agenda 
THE LANDSCAPE 
CONSUMER BEHAVIOR 
PLANNING FOR 
PLANNING AGAINST
Create A Multi-Screen Experience 
Encourage Real-Time Researching and Situational 
Socializing by actively suggesting a Second Screen 
experience to viewers. Possibilities include: 
1. Real-Time Engagement: Use a mobile app or hashtag to 
encourage voting, live questions or user contribution. 
2. Contextual Networking: Leverage a specialized, synced mobile 
app or existing social network for viewers. 
3. Optional Deep-Dive: Enrich the first screen by providing 
complementary content that offers more depth (behind the scenes 
and after shows) through a mobile app or online destination.
Create A Multi-Screen Experience 
Sponsor-branded or co-created 
multi-screen 
experiences can help to 
ensure that viewers 
(including those that view 
asynchronously) are fully 
engaged with content -- 
including advertiser 
messages. USA Network ’s Suits has a suite of Lexus-branded 
second screen experiences, 
including Suits Live and Suits Recruits, that 
engage users during and after the show.
TV Everywhere, Enhanced 
Plan for some level of Ongoing Grazing and, in worst 
cases, Great Escaping, by making key content available 
after the first screen experience is over. 
1. Digital Archives: Allow users to pick up viewing on across 
screens, time and location. 
2. Personalized Recommendations: Provide content with 
additional, personalized context and recommendations to 
encourage further viewing. 
3. Dedicated Follow-Up: Make viewing an event, complete with 
follow-up communications (email, mobile app or social media).
TV Everywhere, Enhanced 
Beyond simple syndication 
of content to other 
platforms, series that 
develop rich ecosystems of 
multimedia content to 
surround their episodes 
reign supreme and deliver 
alternate sources of 
revenue. Log oTV’s RuPaul’s Drag Rac e surrounds its 
episodes with a world of social media, 
branded live events and content generated 
by the show and its contestants.
Use Snackable Content 
Whether it’s to enable Situational Socializing or to grab 
attention when an audience has begun Ongoing Grazing, 
small-form content is key. 
1. Repackaging of Content: Offer video clips, animated .GIFs or 
meme-like photos before, during and after the viewing experience. 
2. Tweetable Moments: Request certain behaviors of viewers by 
focusing their attention on specific “Tweetable Moments” to 
encourage audiences to engage in Situational Socializing. 
3. Contribute Conversations: Leaders do more than distribute 
content -- they foster conversations with cast, fans and more.
Use Snackable Content 
Properties that choose to 
embrace consumers’ 
desires to remix and share 
content through social 
media can generate 
greater buzz before, 
during and after viewers 
consume content. 
Contributing pre-crafted, 
snackable content is key. 
American Idol, which engaged users across 
screens from the start, leads the way with 
animated .GIFs and video clips to promote 
its 13th season.
Second Screen Agenda 
THE LANDSCAPE 
CONSUMER BEHAVIOR 
PLANNING FOR 
PLANNING AGAINST
Abandoning The First Screen 
Consider breaking away 
from traditional audiences 
by leveraging digital 
properties, including 
influencers, as the channel. 
When content is designed 
with second screens in 
mind first, the result is a 
significantly more 
engaging experience. 
Cotton’s 24-hour Runway Show is a second 
screen by design annual event. It leverages 
influencer partnerships and People magazine to 
reach its target audience through traditionally 
secondary screens.
Design Audience Interaction 
Creativity can lead to the 
perfect branded experience 
that takes over the second 
screen, while also 
contributing to engagement. 
Coca-Cola knew 60% of Super Bowl viewers 
would be on a second screen. It made sure 
through it’s own Polar Bowl that viewers didn’t 
miss its message, reaching 9 million people 
with an average dwell time of 28 minutes.
Require Use of the Second Screen 
Second Screen distraction 
(multi-tasking) becomes 
less of a risk when an 
audience is required to 
actively use it to engage in 
the content being 
presented. Solutions can 
either leverage personal 
devices or arm attendees 
with loaned devices. 
Disney ’s Second Screen offering requires 
users to synchronize iPads with live films to 
enrich the experience, engaging audiences at 
every turn of the film.
INSPIRE 
SHARING 
BRAND 
EXPERIENCE 
PRINCIPLES 
ADD 
VALUE 
USER-FIRST 
DESIGN 
ON 
(NOT IN) 
THE 
WAY 
ENGAGE 
ALL
Second Screen Agenda 
THE LANDSCAPE 
CONSUMER BEHAVIOR 
PLANNING FOR 
PLANNING AGAINST
Ben Grossman 
VP, STRATEGY DIRECTOR 
JACK MORTON WORLDWIDE 
@BENGROSSMAN 
#2ndScreenStrategy 
e: ben_grossman@jackmorton.com 
m: + 1.617.752.1171 
t: @BenGrossman 
w: www.ben-grossman.com 
Read our blog: blog.jackmorton.com 
Follow us on twitter: @JackMorton 
Visit us online: www.jackmorton.com
planning for 
(and against) 
THE 
SECOND 
SCREEN 
strategies for a 
multi-screen world

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Second Screen Strategy: Planning For (And Against) A Multi-Screen World

  • 1. planning for (and against) THE SECOND SCREEN strategies for a multi-screen world
  • 2. Ben Grossman VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #2ndScreenStrategy e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  • 3. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  • 4. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  • 5. 1.4 MOBILE DEVICES PER PERSON BY 2018 Cisco, 2014
  • 6. 18X 2013 DATA TRAFFIC WAS THE SIZE OF THE ENTIRE INTERNET IN 2000. Cisco, 2014
  • 7. NOT SURPRISING, SINCE 90% OF MEDIA CONSUMPTION IS SCREEN BASED 10% ANALOG 90% DIGITAL Google, 2012
  • 8. AND GIVEN THAT WE LIVE IN A WORLD WHERE ATTENTION IS A PRECIOUS COMMODITY, PEOPLE SPEND A LOT OF TIME LOOKING AT MULTIPLE SCREENS.
  • 10. THE SECOND SCREEN Use of a screen-based device concurrent with the consumption of another form of linear content on a separate screen.
  • 11. THE SECOND SCREEN Once specific to screens secondary to the television, today, the term has come to describe consumers’ multi-screen habits and cross-screen journeys.
  • 12. THE SECOND SCREEN Peaked, it has! 85% of smartphone and tablet owners use their devices while watching television. 2004-2014: RISE OF TERMINOLOGY 2005 2007 2009 2011 2013 Google Trends, 2014, Nielsen
  • 13. THAT MAY SOUND DISTRACTING. BUT, LOOK CLOSER AND THERE’S A MAJOR OPPORTUNITY. Viewers using a sync application to view TV programming showed a 26% higher engagement rate than their solo-screen viewing counterparts. Time Warner, 2013
  • 14. AND BRANDED APPLICATIONS HAVE PERFORMED BETTER THAN GENERICS. SECOND SCREEN MOBILE APPLICATION ENGAGEMENT BRANDED 144 INDEX INCENTED 131 INDEX GENERIC 115 INDEX Time Warner, 2013
  • 15. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  • 16. 2 TYPES OF SECOND SCREEN BEHAVIOR 22% 78% COMPLEMENTARY MULTI-TASKING The simultaneous use of screens where activities or content are related, and thus, stands to increase engagement. The simultaneous use of screens where activities or content are unrelated, and thus, constitutes a potential distraction. Microsoft, 2014
  • 17. COMPLEMENTARY MULTI-TASKING “If there’s an actress that I recognize, but I can’t remember where I recognize her from, I’ll just do a quick search on IMDB, or something like that.” -Andrew “Just out of habit, picking up the touchpad or the phone and deciding to search on the internet for a little bit. [...] It’s frustrating that I do it though, because you feel like you don’t stay as engaged...” -Bradley 2 TYPES OF SECOND SCREEN BEHAVIOR
  • 18. 9% SECOND SCREEN ACTIVITIES 15% 23% 25% 42% 44% 60% EMAIL INTERNET BROWSING SOCIAL MEDIA GAMES SEARCH WORK VIDEO Microsoft, 2014
  • 19. MULTI-TASKING COMPLEMENTARY REAL-TIME RESEARCHING SITUATIONAL SOCIALIZING ONGOING GRAZING GREAT ESCAPING
  • 20. REAL-TIME RESEARCHING A simultaneous journey where consumers view related content on two or more devices at the same time. Generally motivated by curiosity, desire for efficiency and habit.
  • 21. SITUATIONAL SOCIALIZING Connecting with like-minded communities, using first screen content as a catalyst for conversation. Generally motivated by extroversion, desire for connection and habit.
  • 22. ONGOING GRAZING The most common behavior; users access separate, unrelated content in order to multi-task. Generally motivated by habit, personal preference and efficiency.
  • 23. GREAT ESCAPING In the absence of interest in first screen content, consumers jump to a second screen, unrelated distraction. Generally motivated by boredom, desire for efficiency and habit.
  • 24. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  • 25. Create A Multi-Screen Experience Encourage Real-Time Researching and Situational Socializing by actively suggesting a Second Screen experience to viewers. Possibilities include: 1. Real-Time Engagement: Use a mobile app or hashtag to encourage voting, live questions or user contribution. 2. Contextual Networking: Leverage a specialized, synced mobile app or existing social network for viewers. 3. Optional Deep-Dive: Enrich the first screen by providing complementary content that offers more depth (behind the scenes and after shows) through a mobile app or online destination.
  • 26. Create A Multi-Screen Experience Sponsor-branded or co-created multi-screen experiences can help to ensure that viewers (including those that view asynchronously) are fully engaged with content -- including advertiser messages. USA Network ’s Suits has a suite of Lexus-branded second screen experiences, including Suits Live and Suits Recruits, that engage users during and after the show.
  • 27. TV Everywhere, Enhanced Plan for some level of Ongoing Grazing and, in worst cases, Great Escaping, by making key content available after the first screen experience is over. 1. Digital Archives: Allow users to pick up viewing on across screens, time and location. 2. Personalized Recommendations: Provide content with additional, personalized context and recommendations to encourage further viewing. 3. Dedicated Follow-Up: Make viewing an event, complete with follow-up communications (email, mobile app or social media).
  • 28. TV Everywhere, Enhanced Beyond simple syndication of content to other platforms, series that develop rich ecosystems of multimedia content to surround their episodes reign supreme and deliver alternate sources of revenue. Log oTV’s RuPaul’s Drag Rac e surrounds its episodes with a world of social media, branded live events and content generated by the show and its contestants.
  • 29. Use Snackable Content Whether it’s to enable Situational Socializing or to grab attention when an audience has begun Ongoing Grazing, small-form content is key. 1. Repackaging of Content: Offer video clips, animated .GIFs or meme-like photos before, during and after the viewing experience. 2. Tweetable Moments: Request certain behaviors of viewers by focusing their attention on specific “Tweetable Moments” to encourage audiences to engage in Situational Socializing. 3. Contribute Conversations: Leaders do more than distribute content -- they foster conversations with cast, fans and more.
  • 30. Use Snackable Content Properties that choose to embrace consumers’ desires to remix and share content through social media can generate greater buzz before, during and after viewers consume content. Contributing pre-crafted, snackable content is key. American Idol, which engaged users across screens from the start, leads the way with animated .GIFs and video clips to promote its 13th season.
  • 31. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  • 32. Abandoning The First Screen Consider breaking away from traditional audiences by leveraging digital properties, including influencers, as the channel. When content is designed with second screens in mind first, the result is a significantly more engaging experience. Cotton’s 24-hour Runway Show is a second screen by design annual event. It leverages influencer partnerships and People magazine to reach its target audience through traditionally secondary screens.
  • 33. Design Audience Interaction Creativity can lead to the perfect branded experience that takes over the second screen, while also contributing to engagement. Coca-Cola knew 60% of Super Bowl viewers would be on a second screen. It made sure through it’s own Polar Bowl that viewers didn’t miss its message, reaching 9 million people with an average dwell time of 28 minutes.
  • 34. Require Use of the Second Screen Second Screen distraction (multi-tasking) becomes less of a risk when an audience is required to actively use it to engage in the content being presented. Solutions can either leverage personal devices or arm attendees with loaned devices. Disney ’s Second Screen offering requires users to synchronize iPads with live films to enrich the experience, engaging audiences at every turn of the film.
  • 35. INSPIRE SHARING BRAND EXPERIENCE PRINCIPLES ADD VALUE USER-FIRST DESIGN ON (NOT IN) THE WAY ENGAGE ALL
  • 36. Second Screen Agenda THE LANDSCAPE CONSUMER BEHAVIOR PLANNING FOR PLANNING AGAINST
  • 37. Ben Grossman VP, STRATEGY DIRECTOR JACK MORTON WORLDWIDE @BENGROSSMAN #2ndScreenStrategy e: ben_grossman@jackmorton.com m: + 1.617.752.1171 t: @BenGrossman w: www.ben-grossman.com Read our blog: blog.jackmorton.com Follow us on twitter: @JackMorton Visit us online: www.jackmorton.com
  • 38. planning for (and against) THE SECOND SCREEN strategies for a multi-screen world