How will SAM impact your business?

SAM results will be supporting diverse business stakeholders and sectors. In particular media broadcasters, content asset providers, software companies and digital marketing agencies. Each stakeholder group benefits in a different way, which we describe below. Apart from its core features for dynamic social and media content syndication for 2nd Screen the SAM platform provides a number of further benefits. These include the managing of online reputation, listening to customers, tracking real time statistics or collecting/monitoring media related social content through 2nd Screen.

The SAM project addresses large, rapidly growing market sectors, among others 2nd Screen, Tablets, Social Media and Digital Marketing. Content syndication has today an initial footprint primarily in the tangible product industries. It is now growing in use and other domains are considering this approach (e.g. media and entertainment). Despite initial success, the recently developed 2nd Screen market is subject to a number of shortcomings, which will be partly addressed with dedicated SAM solutions.

Follow the news on this website and SAM on Twitter in order to stay up-to-date on how SAM impacts on the 2nd Screen, Content Syndication, Digital Marketing sectors. You can join the SAM Community to be part of results and project developments, which may benefit your business domain.

SAM business domains in detail:

Stakeholders

Media broadcasters will publish metadata related to their content assets in the SAM marketplace and will be able to create/curate advertisements, related information (both free and paid) or services such as games, rating or allowing comments associated with the original main content item. SAM will provide generic built-in services such as social network connectivity, rating or commenting. These can be substituted by other services with different or enhanced functionality published by 3rd party developers. Media broadcasters can benefit from different aspects: selling advertisements, providing better experience for their users and hence increasing loyalty. They can increase the impact of their content, for example via  social media engagement.

Content Asset Providers will publish their content assets to the SAM marketplace. These assets could be bought or used free (depending on the business case) by media providers in order to enrich the media itself. SAM will facilitate (media) content providers to not only take advantage of the social media offers but also develop and actively steer the social media ecosystem.  It will do this by providing capabilities such as content processing, distribution through multi-format devices and channels, metadata extraction, secure storage, and efficient access/retrieval.

Software companies will be able to use the services definition API to publish content related services, such as campaign monitors, enquiry services or functionalities plug-in. They will provide/sell their services to the media or content providers in order to enrich functionally in their assets and use the services of SAM.

Affiliated networks and advertising agencies are a type of content provider. Digital marketing organisations are very important economic drivers.  Target and feedback advertising and interaction promoted by SAM has specific value to such organisations to differentiate themselves and provide brand enterprises future-proof ideas.

Markets

2nd Screen: The research report “The 2nd Screen: Transforming video consumption by enabling companion applications and content everywhere” (2013) states that the accelerating companion app market for 2nd Screen is estimated to be at €370 million in 2012, and will grow up to €4.4 billion by 2017. The rise of consumers buying and using a companion screen while consuming media is constantly increasing.  A significant number of users that already have one of these devices (primarily tablets and smartphones) use them routinely while listening to radio or watching TV / movies, to search or publish information related to the media they are consuming, acting as prosumers (content providers and consumers in parallel). An example from Twitter: When a significant moment happens on a TV show, Twitter records spikes in related conversations on Twitter. According to Second Sync 40% of all UK Twitter traffic at peak TV viewing time is about TV.

Tablets: Analysts at IDC have revised their tablet forecast in December 2012 and are now predicting 122.3 million units for 2012, up from the firm’s previous forecast of 117.1 million units. In addition, IDC raised its forecast for shipments in 2013 to 172.4 million units, up from 165.9 million tablet units.

Digital Marketing is a very important economic driver tightly linked to content syndication, social networks and context linked content, which is valued at $34 Billion turnover in 2011 with a projected growth to $77 Billion in 2016 representing a growth of around 25% year-on-years  (26 Billion € and 58 Billon € respectively).

Shortcomings

The 2nd Screen market has developed in a non-structured and un-organised way during only the last two years. For example, different mobile/tablet applications have been launched in to the market in these years linked to specific infrastructure (such as Smart-TV routers) or consuming self-produced information.  The problem is that current 2nd Screen resources are proprietary and cannot be shared in a generic way by other apps or platforms, and links or relationships with the content of these are not possible.

Apart from these specialised apps, current 2nd Screen users’ main usage is based on 1) Independent mobile Social applications such as Twitter, Facebook or  Whatsapp, 2) Manual use of search engines to acquire additional information or 3) Specific media publisher pages where additional information can be found.

All these applications lack any kind of contextual information and the information is difficult to process to gather comprehensive statistics of the reactions of the users or their interests.

Additionally, some media producers or different TV channels are developing their own 2nd Screen custom contents and applications. These are developed independently to the existing ones and are thus proliferating a situation where these resources are non-compatible, expensive to develop, complex to connect to, and ultimately with a limited shelf-life regarding reusability.