Case Study: Using Smart TVs to Further Engage Viewers
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Transcript of Case Study: Using Smart TVs to Further Engage Viewers
Case Study: Using Smart TVs to Further Engage Viewers
Wendell Wenjen, Director of Smart TV Advertising & Interactive TV Platforms, LG David Preisman, VP, Interactive Television, Showtime NetworksClaudio Marcus, EVP Marketing & Research, Visible World
&TV Sync App
Creative interaction
Active fan engagement
TV Program Remind App
Viewing insights
Program promo effectiveness
Case Study: Using Smart TVs to Further Engage Viewers
LivePlus Adds Interactivity to Linear TV
Smart TVs: Growing Scale & Connections
Usage of Smart TV Services
Smart TVs enable Synchronized Content Delivery
• LivePlus default “on” – Recognizes video content • Matches & identifies show, episode, media time, or AdID • Initiates overlay interactive content from content owner
Applications Using LivePlus
• Synchronous in-show Interactivity• Enhanced advertising• Tune-in reminders• Programmer specific recommendations• Program related VOD• Program related T-Commerce• Show related social media• Analytics and measurement
TV Sync App
Creative interaction
Active fan engagement
Case Study: Using Smart TVs to Further Engage Viewers
Video: SHO Sync Overview
• The first in-program interactive experience for Smart TVs
• Available on 2012 and 2013 LG Smart TVs
• Also available for iPad as a second screen “companion” app
• Engages fans with interactivity for the series they love
• Appeals to a key demographic
• Creates a social experience around television (live voting, social sharing from TV)
• Integrated gamification and rewards can grow loyalty, ratings and subscriber retention
• Nominated for 2013 Primetime Emmy®
Outstanding Interactive Program: The Homeland SHO Sync Experience
Video: Smart TV Examples
• Easy to use• No apps to install• Branded to take on the look
and voice of each program• Rolling out for:- Homeland- Dexter- Ray Donovan- Shameless- Californication- New Series: Masters of Sex
TV Program Remind App
Viewing insights
Program promo effectiveness
Case Study: Using Smart TVs to Further Engage Viewers
TV Program Remind App• Simple consumer value• Drives viewership and
enables data capture• Super easy to implement
Video: Smart TV Program Remind App
Insights for effective program promotion
TV Program Remind App• Closed-loop analysis of
program promo effectiveness• Ample research scale• Easy, timely & cost effective
Insights for effective program promotion
Early insights across campaigns• Recency really does matter
Insights for effective program promotion
Early insights across campaigns• Recency really does matter• Frequency has strong impact
but is hard to achieve in scale
Insights for effective program promotion
Early insights across campaigns• Recency really does matter• Frequency has strong impact
but is hard to achieve in scale• Significant geographic differences
Case Study: Using Smart TVs to Further Engage Viewers
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