Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform
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Transcript of Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform
![Page 1: Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform](https://reader031.fdocuments.in/reader031/viewer/2022022203/587755c01a28ab84388b734f/html5/thumbnails/1.jpg)
© 2015 IPG Media Lab. Proprietary & ConfidentialSeptember 2015
Apps in the Living Room Opportunities in Apple’s New TV Platform
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WE ARE THE CREATIVE TECHNOLOGY ARM OF
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© 2015 IPG Media Lab. Proprietary & Confidential
What Was Announced
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© 2015 IPG Media Lab. Proprietary & Confidential
The Shift to Streaming
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© 2015 IPG Media Lab. Proprietary & Confidential
Pay TV is Losing Subscribers
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© 2015 IPG Media Lab. Proprietary & Confidential
7%
14%
38%
42%
Hulu Access
Amazon Prime Access
Netflix Access
SVOD Access
42% of US Households Subscribe to SVOD
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© 2015 IPG Media Lab. Proprietary & Confidential
“TV viewing among adults 18-to-24 is now down 20% versus the first two nights of the 2014-15 season, and male usage in that age range has withered by nearly a quarter (24%).”
—AdAge, Where Did Everybody Go? TV Premiere Week Ratings Sag As Young Viewers Vamoose, September 23, 2015
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© 2015 IPG Media Lab. Proprietary & Confidential
What it Means
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© 2015 IPG Media Lab. Proprietary & Confidential
Creation A Collaboration Between Hollywood & Silicon Valley
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© 2015 IPG Media Lab. Proprietary & Confidential
Discovery Search, Personalization, & Curation
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© 2015 IPG Media Lab. Proprietary & Confidential
Measurement Accurate Measurement & Closed Attribution
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© 2015 IPG Media Lab. Proprietary & Confidential
Why Apple
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© 2015 IPG Media Lab. Proprietary & Confidential
Apple’s App Store is Roughly 2x as Big as Hollywood
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© 2015 IPG Media Lab. Proprietary & Confidential
The Apple Monetization Ecosystem 1 Billion Users
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© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
The Apple Monetization Ecosystem 1 Billion Users
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© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
The Apple Monetization Ecosystem 1 Billion Users
![Page 17: Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform](https://reader031.fdocuments.in/reader031/viewer/2022022203/587755c01a28ab84388b734f/html5/thumbnails/17.jpg)
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users
![Page 18: Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform](https://reader031.fdocuments.in/reader031/viewer/2022022203/587755c01a28ab84388b734f/html5/thumbnails/18.jpg)
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users
![Page 19: Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform](https://reader031.fdocuments.in/reader031/viewer/2022022203/587755c01a28ab84388b734f/html5/thumbnails/19.jpg)
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users
![Page 20: Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform](https://reader031.fdocuments.in/reader031/viewer/2022022203/587755c01a28ab84388b734f/html5/thumbnails/20.jpg)
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users & A Closed Attribution Loop
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© 2015 IPG Media Lab. Proprietary & Confidential
What We Can Do Today
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© 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps Video Content & Games
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© 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps Social Utilities
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© 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps Blended Content
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© 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration Click-to-Buy
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© 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration Send-to-Phone
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© 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration Target Audiences Without Ads
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© 2015 IPG Media Lab. Proprietary & Confidential
How It Fits Strategically
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© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
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© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
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© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
Reach Audiences Without Ads
![Page 32: Apps in the Living Room – Brand Opportunities in Apple’s New TV Platform](https://reader031.fdocuments.in/reader031/viewer/2022022203/587755c01a28ab84388b734f/html5/thumbnails/32.jpg)
© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
Reach Audiences Without Ads
Close Loops with Apple Pay
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© 2015 IPG Media Lab. Proprietary & Confidential
Thank You
Adam Simon
Director of Strategy, IPG Media Lab @adamjsimon
Apps in the Living Room Opportunities in Apple’s New TV Platform