Smart Screen Exclusive

Consumer Data Takes Center Stage at ‘2nd Screen Summit: Sports’ Event in New York

By Chris Tribbey

The sports fans’ second screen experience — and how their data can be best utilized — will be tackled July 28 in New York when the 2nd Screen Society (S3) and Sports Video Group (SVG) host the second annual “2nd Screen Summit: Sports” event.

When it comes to reaching sports fans today, there’s one thing broadcasters, advertisers, marketers, leagues and individual teams all must have in mind: the second screen. Sports fans use second screen devices differently than casual movie and TV show viewers, looking to their smart phone, tablet or PC to check scores, watch video and manage a fantasy team, all while watching a live game.

“Sports and their super fans are a catalyst for expanding their experience through devices and televisions,” Guy Finley, Executive Director at MESA/2nd Screen Society, said.

“The data being collected from this critical segment will usher in a new era of intelligence and decision making that will drive the evolution of the connected consumer. Whether it is Social TV, an OTT offering or a unique engagement experience, the 2nd screen continues to proliferate within our industry we are proud to partner with SVG to provide a community environment for these companies to learn from one another.”

At next week’s summit, representatives from the New York Giants, the New York Mets, Fox Sports, NBC Sports, CBS Sports and Turner Sports will be on hand, to share their work with sports fans and the second screen.

The half-day “2nd Screen Summit: Sports” program includes:

• Ken Kerschbaumer, executive editorial director of SVG, will open the day with a one-on-one interview with Clark Pierce, SVP of TV Everywhere and special projects for Fox Sports, discussing the successes — and challenges — the Fox Sports Go digital platform saw this summer working the FIFA Women’s World Cup and the U.S. Open.

• Guy Finley, executive director of the Media & Entertainment Services Alliance (MESA) will moderate the panel “Smart Content: Making Sense of Social and Analytics,” which will look at the impact social media (Facebook, Instagram, Pinterest, Twitter, Tumblr, Snapchat and Vine) has on fan engagement, and the importance of making content trackable and measurable. Will Carafello, ‎director of social media for the New York Mets, Rob Shaw, global head of sports media for Facebook and Bob Gearing, director of strategic accounts for North America for Socialbakers, will be on the panel.

• Don Sperling, VP and executive producer of entertainment for the New York Giants, will share how the NFL team produced “More Than Just ‘The Catch,’” a digital, interactive timeline of wide receiver Odell Beckham Jr.’s journey through the 2014 NFL season … and how the online effort appealed to fans.

• Brandon Costa, SVG senior editor, will lead the panel “Innovations in Multiplatform Sports Storytelling: Maximizing Assets on Any Screen,” where executives from NBC, Microsoft, Turner Sports and Limelight Networks will share how technologies are facilitating the second screen fan experience both on and off the field, and how increasing efficiencies during production and distribution help make for a more engaged fan. Eric Black, VP of technology for NBC Sports, Lee Brenner, global business development lead for Microsoft, Hania Poole, VP of NCAA digital business operations for Turner Sports, and Jason Thibeault, principal technical evangelist for Limelight Network, are on the docket.

• The panel “So You Want to Own Your Channel? Tales From the OTT Front Lines” will see over-the-top distribution experts share the best ways to leverage sports content libraries … keeping in mind the vast amount of digital outlets out there today. SVG editor Jason Dachman will lead a panel including Dave Alloway, director of customer experience of NeuLion, Frank Golding, founder of Golding Media Ventures, and former head of sport for North America for Google/YouTube, and Christy King, COO for Levels Beyond.

• Bill Wheaton, SVP of Akamai’s media products division, will share how data from recent major sporting events (the Olympics, World Cup, etc.) can help meet future consumer demands.

• David Beck and Jesse Redniss, co-founders of BRaVe Ventures, will moderate “Sports Rights: What’s the Impact on Monetization Strategy?” They’ll lead a panel (including iPowow CEO Gavin Douglas, Will Funk, SVP for Turner Sports ad sales, and Adam London, VP of business development for CBS Sports Digital) that looks at how to monetize sports outside of the live window.

• “2nd Screen for Fantasy Sports and Wagering” is a panel that will tackle a recent opportunity for media and entertainment companies: what can be had from the data returns on sports gamblers’’ activity? The panel will look at the most popular apps in fantasy sports and gambling, with Steve Byrd, chief commercial officer of SportRadar moderating. Panelists will include Ali Nazer, co-founder of Onside Sports, Chris Tanck, CEO of RockDaisy, and Éamonn Toland, president of Paddy Power North America.

• Alan Wolk, chairman of the 2nd Screen Society, will close the panels with “How 2nd Screen Data Enhances the Broadcast,” a discussion centered on how the second screen is benefiting — or detracting — from the delivery of content to the primary living room screen. On his panel, Wolk will have Christine Anderson, VP of creative and digital media for Sportvision, Elissa Coughlin, senior advisor for strategy, design and analytics at IBM, and Laura Tapias, and GM of Latin America and Spain for Applicaster.

The 2nd Screen Summit: Sports event will be held noon-6 p.m. July 28 at 230 5th Ave., New York. For more information or to register, click here.