Understanding the Second Screen
The 27 Dinner was held last night (30th July 2014) at GIBS (and it was amazing!), it’s a movement that’s goal is to bring together like minded people that have a passion for media business and technology. The setting is semi-informal, barring the exquisite spread of gourmet finger foods and extremely well designed, tech savvy and strategically planned reception area that greeted guests as they arrived, the talk was more like a discussion, it felt like a talk among peers, if you had peers who happened to be leaders in their respective fields that is.
The evening started off with a welcome from the main sponsor Telkom Business, Megan Nicholas (the Managing Executive of Telkom Business Mobil)e and an introduction into understanding the second screen from the panel members. This was one of our first 27 Dinner’s and with CEO of Cerebra MC Stopforth at the “Mike”, the rather laid back yet engaging tone of the evening was set. Mike really personified what the 27 Dinner movement embodies, with jokes about house keeping (obviously you weren’t being a d**k) and sarcastic banter here and there that made breaking our #27dinner-ginity that much more pleasant.
The topic of the second screen was based mainly around sport and how people use the second screen to consume the same content simultaneously on different devices (like watching something on TV, and reading the Twitter updates about that same thing you’re watching; like a sports games ). We were joined by an expert panel: Keenan Harduth from Cerebra, Annalie Watt from Repucom Africa, Kieran Jacobsen from 2nd Avenue, Cairo Howarth from EFC Africa and Jamie Frank from Supersport.
“When sport is online, the second screen is most important.”- Jamie Frank
The panel spoke about sport broadcasting being all about the fans and that’s why having many platforms whilst watching sport is great. We couldn’t agree more as we remembered how we were glued to the screens of Supersport during the World Cup with our smartphones held with the force of a vice grip in our palms, vehemently checking Twitter, Facebook, Instagram and whatever other social platform we used for updates, quirky tweets and comments by our peers. The second screen became so much a part of our World Cup viewing experience that we subconsciously would swap between screens: in between highlights, half time and free kick set ups to check the ever updating tweets and posts of the internet. Jamie spoke about the fact that it is imperative from a broadcaster perspective to make sure that the second screen quality of content compliments the device that you’re using as he said: “We need to deliver across all platforms and compliment watching aspects.” We completely agree!, SuperSport really outdid themselves this World Cup in delivering seamless integration of real time content across all platforms.
Cairo spoke about how EFC utilises the second screen; we’re paraphrasing Cairo here: “the fact that fans are people, and people consume content, these people are going to go on social anyway to get this content, so it may as well be EFC’s content that they cannabilise. The point is to consume content”. EFC has real time updates about their fights which they post to their social media accounts. This was actually driven by the fans who used to post on the Facebook wall and ask about the result of a match. Yes, the second screen may drive people away from the arena, but the second screen gets way more eye balls on the content EFC creates.
The lovely Annalie gave the audience insights from a sponsorship perspective on the second screen. Things have changed dramatically in the world of sponsorship’s and in today’s day and age, sponsors are required to do much more than just slap a logo on a brand; the audience expects to enjoy some added value with the sponsorship being there: “Get the insight, carve out a section of conversation in the online space (and use it to add value)”
The four main things we took from the talk is that when it comes to the second screen:
1. Its about authentic information
2. It’s about speed- Quick info, how quickly you can turn around information for good levels of engagement
3. Its about content- High quality content makes a very big difference when sharing content with friends
4. Back end conversations – get it right. Broaden markets and increase added value
The panel was asked to sum up what the second screen means to them, and our favourite answer was from Cairo:
“I just want people talking about our stuff, so I don’t care.”
He couldn’t have said it better, even if he tried. If you want to know more about Understanding the Second Screen go and download the e-book from Cerebra from here: http://www.cerebra.co.za/understanding-the-second-screen
Once again we’d like to thank Cerebra, #27Dinner, Telkom Business and GIBS for making this event possible.
In our gift bag Telkom Business gave everyone a multi-charger that can be used in the car and in the office/home. As a sponsor Telkom Business really added value to the lives of each and every attendee by giving us a leave behind that helps us charge our second screen, making our lives that much better. So thank you Telkom Business for your thoughtful gift, a perfect example of a sponsor using the second screen.
Written by: #DRTracy