Web Series Creator Barry Gribble: “Second Screen Content Is Inevitable For Narratives”

By on 11/11/2012 8:13 PM @

As the use of "second screen" devices during television viewing grows, so has the desire of consumers for second screen content that adds to their viewing experience. 

Last month, Samsung sponsored a competition to foster creativity in the multi-screen programming arena.  We spoke with Barry Gribble, writer and director of The Conspiracist, one of the competition’s finalists, who believes that "second screen content is inevitable for narratives."

In this video interview, Gribble explains the concept behind The Conspiracist, a spy-action thriller focused on a conspiracy theorist, his hacker partner, and an alien that comes to them for help finding her father, who was taken by the governemnt.

What makes the series unique is that, in addition to the main narrative on screen, their is an entirely separate second-screen experience that helps viewers engage with the content on a different level.  Gribble says, "What I really like about it is it opened up a lot of possibilities for what to do with the second screen because genre-type things in general are so information dense, and they have an audience that’s so information hungry that you can really dig into giving them other information about the stories that they’re talking about."

Gribble thinks that it’s only a matter of time before second screen content will become commonplace in narrative video.  "60 or 80 percent of people already have a second screen watching.  I know, for me, 95 percent of the time I’m watching TV I have a second screen active—either my phone or a pad or laptop—and mostly it’s data that’s distracting me from the narrative.  But if my favorite shows had data that added to the narrative, I would be there every time.”

He says, It’s not a question of are we now going to divide [viewers] attention from the main screen.  Their attention’s already divided.  The question now is, are we going to be able to utilize that division to add to the narrative, rather than right now where it just detracts from it."

Megan O'Neill

Recent Videos
How French Agencies Must Limit Ad Targeting: SFR’s Vignon

COLOGNE — The ad director of one of France’s biggest telcos has explained how French operators can sometimes be hamstrung by rules when it comes to new-wave ad tech and digital targeting. “We have a legal question,” according to Luc Vignon, the director of SFR Regie, the ad sales ...

Zenith’s Zilberbrand Tapped by Viacom to for New Advanced TV Role

ZenithOptimedia  EVP Julian Zilberbrand has been tapped by Viacom as EVP of the newly formed Audience Science unit.  The unit will apply audience targeting around cross-platform delivery of video advertising.  The news was reported this morning by the Wall Street Journal. Earlier this year, during the ...

TV’s Great Digital Shift Must Be In Linear’s Image: Videology’s Eisenstein

COLOGNE — The TV times are a-changin’ – but that change won’t necessarily come all in one go. For TV industry professionals to adopt newfangled advertising technology already popular on the internet, it must first work alongside the very linear industry many believe it will unseat. ...

Data-Enabled Linnear TV Ad Buying will Reach $1 Billion in ’16, Videology’s Scott Ferber

Big broadcasters, cable nets and MVPD’s are embracing solutions to use their data to sell linnear programming, a market that will reach $1 billion in 2016 and quickly scale, says Scott Ferber, CEO of Videology, an ad tech company that provides services in the sector. Ferber also talks about the future ...

StickyAds Sticks With FreeWheel For Video Ad Supply

COLOGNE — European video ad tech vendor StickyAds is hailing its recently-announced tie-up with video-buying platform FreeWheel as signifying US growth for the company. FreeWheel has launched its Preferred Partners Initiative, a programme which will enable deeper integration of third-party ...

Irwin Gotlieb on comScore + Rentrak Merger: “It’s Time for an Alternative Approach”

The acquisition of Rentrak by comScore represents “an alternative” approach to Nielsen, says Irwin Gotlieb, Chairman of GroupM, the media buying unit of WPP, in this interview with Beet.TV WPP has had minority ownership positions in both Rentrak and comScore.  It will have a 16 percent stake in ...

Amanda Richman, Starcom
AdTech Must Understand, Not Just Target Consumers, Starcom’s Amanda Richman

As targeting around the delivery of video advertising becomes increasingly sophisticated, another essential role of technology is to understand the interests of the consumer, says Amanda Richman, President of Activation and Investment for Starcom, in this interview with Beet.TV  Serving the right message is ...

The Creative Agency Credo: “It’s all about speed,” TBWA’s Global Chief Ruhanen

COLOGNE – Technology is powering a transformation of the creative ad agencies along two lines: one is targeted or  “precision” marketing, and the other is around the analysis of consumer data in the creative process.  Underlying all this is the “speed” of execution, explains ...

Creativity Is Essential in an AdTech World, Omnicom’s Digital CEO Jonathan Nelson

COLOGNE –  Surrounded by tens of thousands of adtech executives at DMEXCO, the creative process was not part of the conversation,  but it needs to be, says Jonathan Nelson, CEO of Omincom Digital, in this interview with Beet.TV We spoke with him about fast changes in the ad tech world, including ...

Programmatic Sales Powering Dramatic Growth for Teads

COLOGNE – Teads, the video ad tech platform at allows publishers to monetize video advertising in article pages, outside the conventional video pre-roll, has registered 300 percent growth, for the first 8 months of 2015.  This has been primarily powered by programmatic sales of publisher inventory, ...

AOL Expands Global Footprint with Microsoft Advertising Integration

COLOGNE – At DMEXCO, the AOL advertising offering was increasingly global,  driven the company’s new role in managing the Microsoft advertising business.   At the show floor, we spoke with AOL’s global advertising sales chief Jim Norton about the integration with Microsoft and the ...

AOL’s Bob Lord on Go90 App and Big Move to Mobile with Verizon

On Monday evening, AOL and its new corporate parent in Verizon, announced Go90,  a new free, ad-supported mobile video app. At the Advertising Week event, we spoke with AOL President Bob Lord about the launch, the focus on mobile, and the rapid growth of the AOL tech stack. The Go90 app will be available ...