The Road to NAB - Chapter 5: New forms of interactivity in the era of online video
Kenneth Stamp is a storyteller at TradeCast.tv, the Dutch startup that’s disrupting publishing and television with an all-in-one platform for starting your own online TV channel and content platform. Leading up to NAB 2017, the world’s biggest broadcasting trade show where TradeCast.tv is selected as one of thirty leading TV startups, Kenneth shares his vision on the radically changing worldwide television landscape. This is the fifth of six chapters:
The Road to NAB 2017 - Chapter 5
From viewer to participant: three new forms of interactivity in the era of online video
With online content consuming on the rise, not only the way we view content changes, but also the viewers themselves transition into a new form. What does this ‘new viewer’ look like? Well, certainly a lot ore active than the viewer of even a couple of years ago. Because of all the interactive possibilities of online video, the viewer is becoming a participant. And the viewing experience (and also the ways in which to approach that viewer) are extending beyond the television screen. These are three new ways of interacting with audiences in the current era of online video.
Since starting your own online video platform is easy and the technology behind those platforms continuously evolves, for users of those platforms the term ‘viewing’ also changes. The ‘second screen’ has become a household term for TV watchers. For a huge percentage of the TV viewing audience, using your laptop, tablet or smartphone while watching TV and interacting with the content on the screen is normal. Also, the link between social media and live video content keeps developing and Smart TV’s even make it possible to watch a movie together with your friends, even if you are all in your own living room. In short: the viewer is changing. And these are three of the most important developments contributing that change.
Interaction #1: the second screen
The laptop, tablet or smartphone that rests on your lap while you watch your favorite Saturday night show: for year now the second screen has ben a staple for television viewers. But this form of ‘Social TV’ is changing continuously. Thanks to the ubiquitous smartphones, tablets and laptops in the living room and widespread acceptance of social media platforms like Facebook and Twitter, more and more people use their mobile devices while watching television. 88 percent of the 70 million tablet owners and 86 percent of the 100 million smartphone owners in America use their mobile devices at least once per month while watching television, Nielsen discovered a few years ago. And just last year the Consumer Technology Association found that a whopping three quarters of millennials uses a second screen while watching video content. For the new viewer, one screen just isn’t enough anymore.
Interaction #2: talking to the vet
If the modern television watcher is used to looking at two screens while consuming video content, you as a content distributer can just as easily use that to your advantage in couple of creative ways. For instance, there are video platforms on which viewers - with the help of an app for their smartphone - can send in reactions or questions to the show they’re watching. This makes it possible to for instance ask a question to a vet, a make-up expert or the guests on a talk show. But thanks to the wonders of modern technology, we can go one step further: live interactivity during TV shows or even live chatting with your celebrity crush. Since most Smart TV’s nowadays have a camera, it’s possible to watch a movie or soccer match together with your friends, without everyone needing to be in the same room together. Social TV, ladies and gentlemen.
Interaction #3: the interactive video layer
The last, remarkable form of interactivity in online videos is the interactive video layer. This is the invisible layer over video content with which viewers can interact based on the content of the video. An example of an interactive video layer: say you’re watching a video in which a certain product is being demonstrated. An interactive ‘click and buy’ layer would allow you to instantly be transported to a web shop environment in which you can purchase the product from the video. Or say you’re watching the news and an item about a car crash on your local freeway comes up. Interactive video would for instance allow you to locate the crash on a map and get a better understanding of the event. Or have a look at these examples of interactive video content: an interesting way to show the different features of an electric razor and a unique way to attract new employees to a company. These are just a few examples of interactive video layers offered by modern online video platforms.
Thanks to the rising number of online video platforms and the continuous development of online video techniques, viewers are more and more becoming participants. Television sets with camera’s make it possible to watch TV together, the second screen has become an widely accepted method to bind viewers to shows and extend the television experience beyond the runtime of a show (and even to physical spaces like pop-up museums) and video layers transform content in interactive experiences. Al these methodes for interactivity offer content creators countless new ways to attract and - more importantly - bind their audience. The television watching experience keeps developing and will no doubt look a whole lot different in another ten years.
If you want to learn more about the opportunities your own video platform and targeted advertising can bring your company, contact TradeCast, check out our video below or meet TradeCast at NAB 2017: we’re part of the Sprockit HUB (North Hall, booth N2732) from April 22nd to 27th.
tel: +31 85 201 09 80