The business model for successful second-screen initiatives is still developing, as social TV usage across demographics and psychographics increases by the content-viewing minute.

But to move the model away from an audience retention strategy towards true monetization, creators must be selective in choosing the variables – like tech partnerships, ad strategies and funding streams – that convey direct benefits to their projects, according to The Second Screen and Television – Production and Deployment, the latest white paper co-published by Evolumedia and the CMF.

The third report in a series on multi-screen strategies explores innovation in second-screen app development and pinpoints the potential impacts successful strategies can have on the development, funding and deployment of TV shows.

“A successful second-screen strategy must spark interest prior to, and beyond, the show’s traditional airing schedule. Most of all, the strategy’s initiatives need to integrate seamlessly into the show’s DNA and add real value,” the report states.

Part of that real value is increasing viewer satisfaction, and engaging viewers based on their real consumer needs and activities.

The most valued second-screen apps are functional, fun and/or community-based, according to a study from Viacom International Media Networks quoted in the report.

Tapping into partner value

Pre-activation, creators must pinpoint their project’s intended audience; types of interactivity that best target that audience and its habits in a TV show’s timeslot; types of initiatives that are likely to boost viewer engagement; social triggers in the show’s plot; and how the data from the initiative can be used to improve future projects.

In considering various tech partnerships, creators need to understand how effective the technology is at achieving the strategy’s objectives, the report states. The advantages of global platforms, like Twitter, Facebook and Instagram, for example, is that more broadcasters across the globe are partnering with them, and the platforms come with a wide member base. They’re limited, however, by lack of control and customization.

Social TV apps, like GetGlue, FourSquare and Shazam, on the other hand, can convey additional revenues for right-holders and encourage viewer consumption; on the flip side, these apps are limited in retaining audiences outside episode airings.

With advertising partnerships, the brands, along with other stakeholders involved in the project, need to pinpoint where their integration provides the most value and least disruption for viewers.

So advertisers looking at creating second-screen opportunities on traditional TV should consider things like T-commerce, hashtags  or real-time user-determined ad experiences. On social networks, the focus should be on voting, contests and creating character pages, while in dedicated apps, brands can create complementary videos or sponsor exclusive features.

To move towards monetization, the second-screen app should be thought of less as a promotional tool for a TV series, and more as a piece of content in its own right. To that end, part of the strategy should include promoting and demonstrating the project before, during and after a series, as well as throughout its run on traditional TV.