1. Future media in the real
world: mobile interactive
video during your ski
holiday
Lyndon Nixon
STI International Consulting und
Research GmbH
lyndon.nixon@sti2.org
3. TV - what is next?
„Television won't last because people will soon get tired of staring at a plywood box
every night.“
- Darryl Zanuck, movie producer, 20th Century Fox, 1946.
4. Online video – the new
information medium
http://www.reelseo.com/video-50-bandwidth-consumption/
5. Mobile video
Video streaming accounts
for 37% of all mobile traffic
Of all video streaming
traffic, YouTube accounts
for 45%
A Cisco study* on mobile
traffic growth expects
• 66% of all traffic by 2014
will be video
• having increased 66-fold
from 2009 to 2014
* Cisco‘s Visual Networking Index Global Mobile Data Forecast
2010-2015
6. SmartTVs and second screens
• 2/3 of people using a second device
while watching video on TV (85% of
18-24yr olds)
• SmartTVs in 20% of households,
but only 27% have connected them
to the Internet
• 47% of people use their TV for
more than just watching TV
http://www.reelseo.com/television-dominant-platform-video-consumption/
7. TV applications
The second screen market is $490
mil today and could be $5.9 bil by
2017 – Second Screen Society
53% of 16-23 yr olds are discussing
what they watch on social media while
they watch - Ovum (UK), October 2011
„These apps are one of the cornerstones of the
overall Smart TV experience and they will
continue to grow both in number and the
diversity of experiences.” - Samsung Electronics
8. Revenues with online video rising
Worldwide prognosis for revenue with online video and internet tv by market segment 2010 - 2017 (Mio US $)
Courtesy Digital TV research www.statista.com
10. Web hypervideo:
a niche with promise
Current interactive video providers quote customers as saying it
keeps visitors longer on site and increases the video-to-sales
ratio:
Overlay.tv partner: “We’ve seen anywhere from a 6 to 30%
increase in conversion on all products that have video”
(Zappos.com) [1].
WireWAX partner: "With a click-through-rate of 58%, this
amounted to nearly $20,000 of sales in just two weeks." (OkiNi) [2]
VideoClix with DailyMotion: "Average viewer clicks on objects
range from 1 to 3 clicks per viewer per minute with ad clickthrough-rates (CTR) as high as 55%." [3]
13. ConnectME (www.connectme.at)
We can put related information on the main or second screen
(Where is it? What does it offer?)
Browsing and e-commerce can be shifted to the personal device
Where is Obertauern?
Which peak is that?
that
Can I ski there? Ho
What is the building
If it is a hotel, how i
the accommodatio
15. Technological innovation
On the fly fresh
enrichment of
video
based on
conceptual
annotation
and serverside content
linking
http://annotator.sti2.org
16. But we need to test this
Do users recognize the interactive elements in
the video? Do they understand how to
interact with them?
Are users more satisifed when a video is
enriched or are the enrichments distracting?
Which information does a viewer want to access
during or after viewing a video?
Do people actually prefer interactive video???
17. MediaCONNECT experiment
ExperiMEDIA project is
exploring new forms of
„live“ social interaction and
experience enabled by the
Future Media Internet
Our MediaCONNECT
experiment examines QoE
of interactive video for
visitors in the Schladming
winter region
www.experimedia.eu
19. Experiment workflow
1. Find a volunteer
2. Brief info about the experiment &
competency questions
3. Use the video demo (observation, analytics)
4. Questionnaire about user QoE
5. Demographic questions & thank you
23. Local business and information
the most interesting enrichments
35
30
Widget cathegory views
25
20
15
10
5
0
Business
Help
Info
Map
Rout
Weather
Youtube
24. Average viewing time
of an enrichment (blue)
Standard deviation in
viewing time (red)
Weg von Salzburg
Tritscher.at
Sonnenbrille
Snowboard Info
Slalom Info
Skipiste Info
SkiLine
Schladming Wetter
Schladming Landkarte
Most consistently
Schladming Info
interesting enrichments
Rodeln Info
Planai Tv
were:
Planai Info
- local infrastructure
Planai Beach
Klangpiste
information
Jukebox Info
- local business and
Intersport Info
Intersport
product information
Internet
- the route from
Hohenhaustenne
Gondola
Salzburg
Freestyle-Skiing Info
Die Blaue Donau Waltz
0
50000
100000
150000
200000
250000
300000
25. Lessons learnt (first experiment)
Consumers vary evenly in their willingness to
interact with video – the classical passive
option must always be available
Quick access to background information to
topics in the video and links to things of
interest in viewer's vicinity were most popular
Video in video was positively experienced
Participants found video interactivity
interesting, but needs testing „in the wild“
26. Second experiment (in the wild)
Online player at http://mediaconnect2.connectme.at announced on Social Networks
(Facebook, Twitter) and within the partners communities.
Experiment was conducted from 17 to 26 June 2013, and had 25 participants with
48% repeat visits.
27. Results – international reach,
varying interaction
Country / Territory
Austria
Italy
Romania
Germany
Switzerland
China
France
Portugal
Australia
Canada
Chile
Czech Republic
Isle of Man
United States
Total Visits
Visits
20
15
13
10
3
3
3
2
1
1
1
1
1
1
75
Avg. Visit Duration
450.35
571.07
173.31
3024.40
82.33
118.67
163.33
41.00
107.00
78.00
0.00
0.00
193.00
195.00
24.00%
No/Low intreaction
Average interaction
8.00%
68.00%
High interaction
28. Results – most interest in maps
and general information
BusinessPlugin
3
VideoPlugin
23
BookingPlugin
26
DBPediaInfoPlugin
59
GeoNamesMapPlugin
67
0
10
20
30
40
50
60
70
80
29. Conclusions from MediaCONNECT
In a real life context, our technology was interesting for a significant niche of
persons.
The interaction behavior of the participants was not uniform, nor guided by
tasks, therefore widget accesses varied widely.
The factual information widgets and the geographical widgets were the most
popular.
AT&DE participants spent relatively more time on understanding the data
provided by the widgets.
Video widgets were preferred more by the NON-GERMAN participants.
This fact strengthens the observation that participants with a lower connection
to the video content, in terms of language, cultural context tried to build expand
their understanding of the video through widget content.
30. Thanks for your attention
More technology at https://www.youtube.com/user/stiresearch
Acknowledgements: my colleagues Cristian Bara and Matthias
Bauer for making the experiments, Graz University of
Technology our MediaCONNECT partner, Salzburg Research
whose open source player and Linked Media Framework are
used in ConnectME, Seekda GmbH for their support
Lyndon Nixon
STI International Consulting und
Research GmbH
lyndon.nixon@sti2.org
