Quantifying SocialTV Impact

Several months ago at a Digital Hollywood “think tank” dedicated to second screen, one of us was asked whether we could envision a day when the second screen would become the dominant viewing interface – presupposing that the multimedia experience that could be delivered in an app would overshadow the content on the primary screen.

We hope not.

We believe that content was, is, and will remain king, notwithstanding the new technologies that change the way we view it. So to be successful in this realm, second screen must please the king.

Content owners and distributors – specifically networks, production companies, VOD providers, studios and their home entertainment divisions – make enormous sums of money operating under business models that have existed for decades. The owners we speak to are anywhere from curious to enthusiastic about second screen and all of its eyeball-stimulating, buzz-capturing, revenue-generating capabilities, but the conversation always leads to the same questions:

How will it help us:

  • Capture more viewers (or at least retain the ones we have)
  • Sell more DVDs and Blu-rays
  • Increase VOD transactions

Ratings points, disc sales, VOD transactions, Quantifiable metrics.

Our industry is producing excellent behavior data on a regular basis, all of which is trending positive. Nearly everyone “mobile multitasks,” half or more coordinate their social media and search with what they’re watching, a plurality feel the second screen enhances their appreciation of the primary program.  Isolated data points – some anecdotal, some proprietary – shed some light on e-commerce, ad engagement and social media spikes. We have download figures and user census data.

We no longer need to convince customers that their viewers are second screening – they’re on board with it. They’re asking us to show them how  it works within their business models. And with the data publicly available now, that’s a tall order.  
Magic Ruby is upfront about its mission – to help all players in the industry monetize the second screen.  This can only happen when content owners as a group get behind the movement, and THAT only happens when we and other industry service providers can demonstrate how it’s good for their business.  It stands to reason that all of this documented second screen activity has an impact on the metrics that matter most to the content chain. It’s time to quantify that impact.

© Copyright 2012 Second Screen Solutions Inc., dba Magic Ruby