#secondscreenapps

Timing is really everything!

Content timing on your 2nd screen dictates two things for a user. The first one is the most important as timing reinforcing the user behavior as how long they should stay engaged and interact with a content piece. The second thing timing does it instructs the viewer how long they will have to wait for the next piece of relevant content to show up.

It's crucial that in the 2nd screen apps you don't make the mistake of not properly placing the content at the correct times when it is needed. I have seen many newcomers come in to the 2nd screen space and try to deliver content at intervals that are few and far between each new content piece. The reasoning that they establish behind this erratic timing is based on the thinking that they are helping the viewer from being distracted from the 1st screen so they tend to deliver more content during commercial breaks but instead what is happening is that the content is badly spaced and comes in at irrelevant times that the user never established the benefits of using the application and or never understand the benefits of the delivered content.

Your new user tends to be in your app space from 1- 5 min tops. You only have a min to impress then and show them the benefit of keeping the app on during the programming and on top of that getting them to be return users.

My advice is always, the TV content on screen will always dictate the content needed on the 2nd screen. Trust me when I say that this advice works with every type of genre.

In the world of the 2nd screen, content has becomes much more important as many more networks, cable providers, and companion experience apps come into the market. It become more of a balancing act of distributing content that is not disruptive to the viewer but at the same time it must actively engage the viewer with the show that they are watching.

It's a balance, but is it really that hard that people are making it out to be? My personal opinion is No but it does take a certain person. It's not hard to do but networks/producers feel like they are restricted in the information that they can give (I will talk about this and how to improve network content in a later post), or they have people that don't know anything about the shows creating the content for it (what type of story teling do you think you will get?). As a fan of TV I will tell you fans know when something is created from someone that knows nothing about the show. It's evident in the quality of the information that is given.There are some content providers that create informational based meta-data that is from a informational stand point as it answers the basics but nothing more. it's like Ben Stein churring out content on show while he reads it to you.

So what is good content? What types of experiences do audiences graviate towards? Good content is related to the show that you are watching not just the show but the unique episode. It's complimentary not disruptive. It answers the who, what , when, where, and why questions but at the right times. It builds curiosity and helps you explore the fictional world that the show has created. Good content makes you learn new details that you never knew bout the show. It helps you, the viewer connect points in the storyline and it engages you to want to always have the app on while watching TV. I have always called, creating content as "creating the digital script". I think it's a great way of looking at it. 

Good 2nd screen experiences that are enriched with great content are ones that fans share and remember to turn on when they turn their TV's. You know your doing something right as a content producer when your content is shared and viewers return to your app week after week.