Mobovivo Explores New Frontiers in Second Screen
– Pushing Content From Tablet to TV Screen
– Marketing App With Globo TV
– DVD Apps Bring Value to Dying Medium
Mobovivo is pushing boundaries and exploring frontiers in the
world of second screen. It has built a number of innovative
second screen app experiences with a wide range of partners,
from broadcasters to film distributors to content producers to
Alex Gault is VP of product development and client services at
Mobovivo, told The Online Reporter about a few of the new
second screen app experiences the company is working on. “If
you think about the second screen value proposition in
general, it’s mostly told from the perspective trying to
address the challenge of delivering real-time experiences that
is synced to what ever is happening on the primary screen,” he
“The next stage is going to be the reverse,” Gault said.
“Giving users the ability to push content back onto the TV
Mobovivo may be best known for the impressive “The Kennedys”
app, which allowed viewers to stream episodes to tablets and
smartphones at a price much lower than that on iTunes,
download episodes from a digital locker to watch offline, take
clips from scenes and share on social networks. The app was
Airplay enabled, which allowed users to push episodes to the
nearest Apple TV or Boxee TV. The app gained notoriety for its
boundary-pushing access to content.
Gault is a firm believer in the supremacy of TV as a medium
for entertainment. “Most people in the Internet space are in
complete denial,” Gault said. “Most people want to believe the
Internet [OTT] will soon usurp [pay] television as the primary
medium for entertainment. That’s not going to happen.”
“I used to believe that as well, until I got into the TV
space. TV is here to stay,” he said.
Pushing Content from Tablet to TV
Gault said there is lots of potential for the second screen in
live event-type shows, whether sports or reality TV, where the
fans are part of the program.
“We see significant opportunity for pushing content from the
second screen back onto the TV screen,” Gault said.
In sports, news, weather and reality shows, a portion of the
screen is already devoted to broadcast graphics, whether via
graphs, tickers, or even social media feeds. Gault said that
space can easily house content that is coming from fans. “We
think there’s a huge opportunity for that real estate on the
screen that is already populated with data, that can be
populated with user-generated content,” he said.
Gault said that fan-generated content could be curated and
posted on the TV screen “in almost real time” by audiences
watching the show. “It could be photos, social media and video
clips,” he said.
Gault said this type of content would fit intuitively with
live events. Fans can take pictures, and those pictures could
be curated, and then appear on the TV screen. “If you’re
sitting in the crowd at a basketball game and take pictures,
and if that event’s being aired live on TV, the broadcaster
could curate that content and post it,” he said.
“There’s an inevitability to it, the challenge becomes a
production challenge,” he said. “There’s no question user-
generated content is going to be a big part of what you see on
TV – and it will always be secondary,” he said, just as second
screen content is secondary to the primary screen.
Second Screen Advertising Campaigns
Mobovivo recently announced a number of advertising campaigns
that utilize the second screen to engage consumers with
products. Recently, the company announced a partnership with
Canadian distributor Alliance Films. Alliance is using
Mobovivo’s technology and platforms to delivery films such as
“Hunger Games” and “Blindess” to a variety of connected
devices, and offers users promotional deals in conjunction
with products. The first such deal was launched with Grolsch
Beer. Fans can purchase specially-marked cases of the beer,
receive a promotional and stream an Alliance movie for free.
Similar to Shazam’s “Shazam-able” ad spots, Mobovivo also
launched an advertising campaign with Brazil’s Globo TV, the
first of its kind for the company. Mobovivo built an app for
promotion of the new series “Suburbia,” which used instant
recognition technology to spur viewers to engage with
advertisements for the show using their smarpthones. The app
used Mobovivo’s StayTuned platform, which interacts with
programming in real-time.
Globo TV ran ads in both print and TV for the show, and asked
users to captures pictures of the logo using a smartphone and
then send the image in to gain access for additional
promotional content and other media.
Gault said the campaign, which ran for three weeks,
demonstrated that viewers are keen to use smartphones in
interaction with the TV.
“We found we got an 80% response rate better on TV than on
print,” he said. “We were surprised, they [Globo TV] were
surprised too. We thought it would be much easier to get
someone to take a picture of an ad in a newspaper or
“Somehow people were much more engaged to take the picture on
the TV screen of the logo.”
That trend underscores the notion that a large number of TV
viewers have a connected device in their lap while they watch
‘Every DVD Needs An App’
Mobovivo also develops companion apps for DVDs as a way to add
value to the (dare we say) dinosaur of physical media. “Every
DVD needs an App,” the Mobovivo Web site states. “There are no
more video rental stores. There is no DVD slot on an iPad.
There is no way to connect with friends or deeply engage with
a video download.”
“Sooner or later DVDs will disappear, and they will become
collectors items, more than anything else,” Gault said.
“Anyone in the business of selling DVDs is basically trying to
preserve that market opportunity for as along as they possible
can, before they figure out a fully developed media strategy.”
Second screen apps allow viewers and fans to engage more
deeply with the content that is somewhat isolated from the
online world. Gault said second screen apps can add a lot of
value to that content by delivering an engaging experience
that is synced with the DVD content. “Is it just going to have
the episodes or the movie? Or is it going to be able to
trigger a second screen app on your mobile device while you’re
watching on the TV screen?”
Gault said that’s a valuable proposition to the studios, who
are looking for ways to successfully and safely transition
from DVDs to digital media. The DVD has played a valuable and
lucrative role for those studios, one that hasn’t been easily
replicated in the digital market.
“DVDs are an easy thing for them [the studios] to measure how
much money they make per sale, and significant when compared
to how much you pay for something online,” he said. “They know
it’s not going to last forever, they all know that.”
“It’s a transition point,” Gault said. In order to keep
selling DVDs, they’re going to offer more than just the show,
they’re going to have to deliver some kind of additional value
Gault said that, despite prevailing beliefs among the Internet
elite, the Internet’s not going to disrupt the TV experience.
“The only angle you can take is to augment or improve the TV
experience – that’s where the opportunity is in the second
screen,” he said.