How to beat micro attention with interactivity?
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The document discusses how consumers increasingly use second screens like mobile phones while watching TV or content. It cites statistics that 88-96% of audiences have their mobile phones on hand while watching TV, and check them once every 18 minutes on average. This is due to people's need for instant gratification and never having a dull moment. When using second screens, 31% of people browse content-related topics and 19% engage in discussions about the content. The document advocates that content providers should aim to provide interactivity and social experiences to keep audiences engaged during content and ad breaks, similar to how social media platforms operate.
How to beat micro attention with interactivity?
- 1. IABM Copyright 2019@THEIABM www.theiabm.org Dagmar Mäe CRO, Co-Founder dagmar@votemo.eu votemo.eu How to beat micro attention with interactivity Keynote at IBC Future Zone, 2019
- 2. Divider Average person checks his mobile phone 52 times a day Source: Deloitte 2018 Once in every 18,5 min
- 3. IABM Copyright 2019@THEIABM www.theiabm.org When is mobile used? Source: Deloitte 2018
- 4. Divider An in-home eye-tracking study that Facebook IQ commissioned in the US revealed that 94% of participants kept a smartphone on hand while watching TV, making mobile nearly as common a TV companion as a remote control. Source: FB IQ 2017 +
- 5. IABM Copyright 2019@THEIABM www.theiabm.org 88-96% of the audience likes to have their mobile phones on hand while watching TV content; They check it at least once in 18 minutes.
- 6. IABM Copyright 2019@THEIABM www.theiabm.org The growth in consumers performing activities on a second screen can partly be attributed to the basic human need for instant gratification* as well as never wanting to have a dull moment. *Wanting immediate benefits rather than focusing on long term results. Source: Ericsson 2016 Why does audience reach out to 2nd screens?
- 7. 31% Browse the internet on content related topics. 19% Engage in discussions about the content. Source: Ericsson 2016 What do they do on the 2nd screen?
- 8. IABM Copyright 2019@THEIABM www.theiabm.org “With no signs of shrinking, social media is the main online activity for consumers.” Source: Ericsson 2018; GlobalWebIndex Time spent on Social Media 136 MINUTES Per Day =
- 9. Divider 57% Use instant messaging Source: Deloitte 2018 62% Scroll for updates What does audience do on social media?
- 10. IABM Copyright 2019@THEIABM www.theiabm.org What advantage does social media have over content owner? 1.Data 2.Social experience
- 11. IABM Copyright 2019@THEIABM www.theiabm.org April May June July 0 25 50 75 100 Interaction = Data = Better tailored content + = 7% 8% 10% 11% 29% 35% Get data through interaction
- 12. IABM Copyright 2019@THEIABM www.theiabm.org NEED FOR SOCIAL EXPERIENCE “Friends” Warner Bros. Television
- 13. IABM Copyright 2019@THEIABM www.theiabm.org Our current experience with TV shows indicates that audience interaction rates increase during ad breaks. Consequently, when giving the audience an opportunity to interact, they stay with the shows content also during ad breaks and are therefore more likely to stay with the show also after the brake. How to fight against audience dropping off during ad breaks?
- 14. IABM Copyright 2019@THEIABM www.theiabm.org
- 15. Win your audience over by giving them the kick they get out of social media, within your curated content and environment. Interaction = Instant gratification Social experience
- 16. IABM Copyright 2019@THEIABM www.theiabm.org Dagmar Mäe CRO, Co-Founder dagmar@votemo.eu votemo.eu Thank You! Keynote at IBC Future Zone, 2019