This paper outlines the development of a second screen marketing campaign to raise awareness of the importance of hydration among male students at The University of Texas at Austin. Existing literature, communication theories, and current second screen campaigns are used to inform campaign development. The development process and key recommendations for this, and future second screen marketing campaigns, is then discussed. / text

This paper seeks to understand the landscape of social TV, which takes place when an audience member engages with social media while watching television programming, and second screen experiences, and more specifically how these technologies can be employed by advertisers. By reviewing existing literature, examining field studies and data, and analyzing case studies, the report identifies how marketers can best tie their television advertising to social media to increase engagement and keep brands top of mind, even during breaks from traditional programming. The paper will conclude by discussing the current limitations of the emerging technologies surrounding the phenomenon of social TV, as well as providing recommendations that can be applied to brands and marketers alike. / text

The goal for this thesis is to create a second screen application that will enhance the experience while watching a first screen. In order to create that type of application research within the subject and reviews of existing application is conducted. The reviews resulted in functionality and content that a second screen application should have. One of the big challenges for working with a second screen balance the focus between the screens and to make sure that the application creates value, rather than taking time and being frustrating. A concept of an application based on findings and iterations that will en- hance the experience were created. The concept were realised in wireframes and design mockups. The main functionality for the application is implemented with the native language objective-c as a working prototype on iPad. The biggest finding during this thesis is to remember to focus on solving one specific problem for the user.

Detta examensarbete har varit att ta fram ett koncept för ett second-screenlager till företaget Headwebs filmuthyrningstjänst. Denna rapport visar på hur tre second-screenfunktioner kan appliceras i en video on demand-tjänst. De tre funktionerna som applicerades var att som användare via sin second-screen välja på vilken enhet man vill se sin film, kontrollera filmens playbackkontroller och välja ut små filmklipp från filmen och dela dessa på sociala medier. Resultatet blev ett lo-fi-prototyp som visar hur de tre funktionerna kan appliceras på Headwebs iPadtjänst och listar för- och nackdelar med de olika konceptet. / This thesis has been about developing a second screen layer for the company Headwebs movie rental service. This report shows how three second screen features can be applied in a video on demand service. The three functions that was applied was as a user to be able through its second screen choose which device you want to see the movie, control the movie's playback controls and select small movie clips from the movie and share them in social media. The result was a lo-fi prototype that shows how the functions can apply to Headweb iPadservice and lists the advantages and disadvantages of the various functions.

Utveckling av mobila applikationer är idag allt svårare för utvecklare, eftersom det finns många olika enheter och operativsystem. Detta examensarbete kommer gå igenom hur multiplattformsramverk kan användas för att utveckla och implementera en second screen som komplement till andra enheter. Plattformarna kommer utvärderas med avseende på hur komplext ded är att implementera lösningen samt hur de presterar under olika förhållanden. De multiplattformsramverk som kommer utvärderas är OpenFL och PhoneGap. / Development of mobile applications today are increasingly difficult for developers, because there are many different devices and operating systems. This thesis will look at how a cross-platform framework can be used to develop and implement a second screen as a complement to other devices. he platforms will be evaluated in terms of how complex it is to implement the solution and how they perform under different conditions. The cross-platform frameworks that will be evaluated is OpenFL and PhoneGap.

Second-screen viewing - the use of smartphones, tables and laptops while watching television program - has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of characters' fashion content in leading to consumers' impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.

Com a popularização dos dispositivos móveis, mais e mais pessoas assistem aos programas de televisão enquanto usam essas plataformas para acessar a web, em busca de informações sobre a atração e para compartilhar opiniões em redes sociais e sites onde a atração está em evidência. A pesquisa aqui apresentada reflete sobre como a convergência entre várias telas interfere na produção de sentido das mensagens apreendidas e na experiência de comunicação, especificamente no caso dos espectadores que assistem aos programas enquanto interagem nas redes sociais digitais Twitter e Facebook. Mais do que isso, quer entender como o jornalismo se posiciona quanto à esse uso simultâneo, aproveitando a seu favor ou não essa duplicidade de fontes de informação. Foram analisadas quatro editorias - esportes, entretenimento, política e cotidiano, por meio da cobertura jornalística de eventos de diferentes proporções e padrões de relevância (nacional e internacional). Os recortes de estudo da dissertação são o Carnaval 2013 - desfile das escolas de samba do grupo especial de São Paulo/SP e Rio de Janeiro/RJ e apresentações de trios elétricos em Salvador, Copa das Confederações FIFA 2013, notícias de três noticiários nacionais (Jornal Hoje, Jornal Nacional e Jornal da Cultura em abril/2014) e cobertura do Jornal da Cultura, Jornal Nacional, Jornal Hoje e Jornal da Globo sobre a votação do Marco Civil da Internet pelo Congresso Nacional brasileiro (março/2014). Em todos os casos analisados, a segunda tela é pouco explorada ou ignorada pela TV. A dificuldade não está na editoria, ao passo que foram analisadas desde específicas - como política e esportes - até geral. Também não é o tamanho do evento, considerando a Copa das Confederações FIFA 2013 que atrai a atenção mundial. A emissora de televisão tão pouco significa muito nesse processo de inaptidão social digital. A limitação está no papel que os comunicadores atribuem à Tecnologia da Informação e Comunicação, priorizando a expansão do alcance das mensagens e não a usando como aliada para a renovação da proposta narrativa de noticiários que serão consumidos na companhia de telas secundárias. / With the popularization of mobile devices, more and more people watch the television programs while using these platforms to access the web, functioning as the second screen in the search for information about the attraction and opinions to share on social networks and websites where the attraction is in evidence. The research presented here reflects on how this convergence of multiple screens interferes with the production of meaning of messages and communication experience, with the focus the viewers while watching programs that are interacting in digital social networks Twitter and Facebook. More than that, how journalism understands that concurrent use, taking advantage of their favor or not the duplicity of information sources. Sports, entertainment, politics and everyday - a few days of news coverage of events in different proportions, patterns of national and international relevance, and four editors were analyzed. Comprise the study analysis of the 2013 Mardi Gras - parade of samba schools of São Paulo / SP and Rio de Janeiro / RJ and presentations of electric trucks in Salvador, FIFA Confederations Cup 2013 news from three national newscasts (Journal Today National Journal and Journal of Culture in abril/2014) and news coverage of the Journal of Culture, National Journal and Journal of the globe on the vote of the Civil Framework Internet by the Brazilian National Congress (março/2014). In all cases analyzed, the second screen is little explored or ignored by television. The difficulty is not in publishing, while we analyze specific long as politics and sports, to general. Nor is it the size of the event, considering the Confederations Cup, which attracts worldwide attention. The television station also involved does not mean much in the digital social awkwardness process. The limitation lies in the role that communicators attach to Information Technology and Communication, using the priority to support expansion of the message and not as allies to the proposed renewal of the narrative of newscasts that will be consumed in the company of secondary screens.

Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2016-06-13T13:30:01Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Dissertação-Renato-biblioteca_final.pdf: 2729606 bytes, checksum: 301e75026662b18d7b50c48803cdf2a6 (MD5) / Made available in DSpace on 2016-06-13T13:30:02Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Dissertação-Renato-biblioteca_final.pdf: 2729606 bytes, checksum: 301e75026662b18d7b50c48803cdf2a6 (MD5) Previous issue date: 2014-12-18 / A popularização da TV Digital no mundo trouxe consigo melhorias para o telespectador como, imagem e som em alta definição, multiprogramação, mobilidade e acesso à Internet. Este crescimento coincidiu com a popularização dos dispositivos móveis inteligentes, smartphones e tablets, habilitando aos telespectadores à busca e visualização de conteúdos diversos ao mesmo tempo que assiste a esta programação. O uso destes aparelhos móveis enquanto se assiste a TV gerou o conceito de Segunda Tela. No entanto, o conteúdo adquirido nem sempre possui ligação com o programa que está sendo transmitido pela emissora de TV, tornando este tipo de tecnologia um concorrente ou uma alternativa à programação transmitida, dispersando a atenção do telespectador. Um dos grandes desafios é encontrar ferramentas computacionais mais eficientes para a elaboração e implementação de formas de disponibilização de conteúdos complementares ao transmitido pela TV, e ao mesmo tempo torná-las interessantes e atrativas aos olhos dos usuários. Este trabalho propõe um modelo para o desenvolvimento de aplicativos para TV Digital que utiliza informações contextuais da programação da TV, da própria TV e do dispositivo de Segunda Tela para que, de forma automática e simples, seja possível a exibição de conteúdos Web complementar à programação corrente da TV de forma síncrona. Utilizando estruturas de comunicação atualmente em uso pelas emissoras e definidas através de padrões regulamentados, o trabalho desenvolvido propõe uma abordagem plausível de implantação, demonstrando que é possível prover conteúdos complementares Web ao telespectador, de forma simples, automática e síncrona, tornando a experiência de assistir televisão ainda mais rica e completa. / The popularization of digital TV in the world has brought improvements to the viewer as, image and sound in high definition, multiprogramming, mobility and Internet access. This increase coincided with the popularity of smart mobile devices, smartphones and tablets, enabling viewers to search and display various types of content while watching TV. The use of mobile devices while watching TV created the concept of Second Screen. However, the mobile content does not always have connection with the program being broadcast on TV, making this type of technology a competitor or an alternative to broadcast programming, scattering the viewer's attention. A major challenge is to find more efficient computational tools for designing and implementing ways of providing additional content to broadcast on TV, and at the same time make them interesting and attractive in the eyes of users. This paper proposes a model for the development of applications for Digital TV that uses contextual information of TV scheduling and the second screen device. So it may be possible in an automatically and simple way to display web content related to the TV schedule synchronously. Using the current communication structures by broadcasters and defined through regulated standards, the developed work proposes a plausible approach to implementation, demonstrating that it is possible to provide additional web content to viewer, in a simple way, automatic and synchronously, making the experience of watch TV even more rich and full.

Com a popularização dos dispositivos móveis, mais e mais pessoas assistem aos programas de televisão enquanto usam essas plataformas para acessar a web, em busca de informações sobre a atração e para compartilhar opiniões em redes sociais e sites onde a atração está em evidência. A pesquisa aqui apresentada reflete sobre como a convergência entre várias telas interfere na produção de sentido das mensagens apreendidas e na experiência de comunicação, especificamente no caso dos espectadores que assistem aos programas enquanto interagem nas redes sociais digitais Twitter e Facebook. Mais do que isso, quer entender como o jornalismo se posiciona quanto à esse uso simultâneo, aproveitando a seu favor ou não essa duplicidade de fontes de informação. Foram analisadas quatro editorias - esportes, entretenimento, política e cotidiano, por meio da cobertura jornalística de eventos de diferentes proporções e padrões de relevância (nacional e internacional). Os recortes de estudo da dissertação são o Carnaval 2013 - desfile das escolas de samba do grupo especial de São Paulo/SP e Rio de Janeiro/RJ e apresentações de trios elétricos em Salvador, Copa das Confederações FIFA 2013, notícias de três noticiários nacionais (Jornal Hoje, Jornal Nacional e Jornal da Cultura em abril/2014) e cobertura do Jornal da Cultura, Jornal Nacional, Jornal Hoje e Jornal da Globo sobre a votação do Marco Civil da Internet pelo Congresso Nacional brasileiro (março/2014). Em todos os casos analisados, a segunda tela é pouco explorada ou ignorada pela TV. A dificuldade não está na editoria, ao passo que foram analisadas desde específicas - como política e esportes - até geral. Também não é o tamanho do evento, considerando a Copa das Confederações FIFA 2013 que atrai a atenção mundial. A emissora de televisão tão pouco significa muito nesse processo de inaptidão social digital. A limitação está no papel que os comunicadores atribuem à Tecnologia da Informação e Comunicação, priorizando a expansão do alcance das mensagens e não a usando como aliada para a renovação da proposta narrativa de noticiários que serão consumidos na companhia de telas secundárias. / With the popularization of mobile devices, more and more people watch the television programs while using these platforms to access the web, functioning as the second screen in the search for information about the attraction and opinions to share on social networks and websites where the attraction is in evidence. The research presented here reflects on how this convergence of multiple screens interferes with the production of meaning of messages and communication experience, with the focus the viewers while watching programs that are interacting in digital social networks Twitter and Facebook. More than that, how journalism understands that concurrent use, taking advantage of their favor or not the duplicity of information sources. Sports, entertainment, politics and everyday - a few days of news coverage of events in different proportions, patterns of national and international relevance, and four editors were analyzed. Comprise the study analysis of the 2013 Mardi Gras - parade of samba schools of São Paulo / SP and Rio de Janeiro / RJ and presentations of electric trucks in Salvador, FIFA Confederations Cup 2013 news from three national newscasts (Journal Today National Journal and Journal of Culture in abril/2014) and news coverage of the Journal of Culture, National Journal and Journal of the globe on the vote of the Civil Framework Internet by the Brazilian National Congress (março/2014). In all cases analyzed, the second screen is little explored or ignored by television. The difficulty is not in publishing, while we analyze specific long as politics and sports, to general. Nor is it the size of the event, considering the Confederations Cup, which attracts worldwide attention. The television station also involved does not mean much in the digital social awkwardness process. The limitation lies in the role that communicators attach to Information Technology and Communication, using the priority to support expansion of the message and not as allies to the proposed renewal of the narrative of newscasts that will be consumed in the company of secondary screens.

The newly released Google Chromecast has generated an increasing amount of interest for so called second-screen experiences in the market. Although the technology behind such experiences has existed for a couple of years, end users are now truly starting to grasp the concept and benefits of multi-screen. The company, at which the thesis was performed at, provides a cloud-based messaging solution for Internet connected devices, which enables multi-screen use cases. To increase the amount of supported platforms in the solution, new technologies frequently needs to be integrated. In this thesis I have performed an exploratory research & development project with the aim to integrate the Google Cast technology in this multi-screen solution. The fundamental difference in how the two ecosystems were designed resulted in a companion device framework that acted as a wrapper over the technologies. The framework was implemented on the Android platform together with a set of demo applications. The proposed solution should be seen as a starting point for integrating different multi-screen technologies within a single companion device framework. While combining these technologies, a fundamental difference in the user experience between them became apparent. The Google Cast ecosystem relies on the companion device as the interaction point for the end user, whereas television (TV) applications usually have the main interaction point on the actual TV itself via a dedicated remote control. Having this kind of inconsistency within the same set of applications increases the risk of confusion among end users. Therefore I suggest that development of such multi-screen experiences, that combines these technologies, should strive for a high consistency throughout the whole user experience, independent of platforms and technology.