The Future of Commercial Television
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Transcript of The Future of Commercial Television
The Future of Commercial Television August, 2011
Macro Trends
The Future of Digital TV
Big Opportunities
Today’s Agenda
We’ve All Heard About The “Death Of Television”
But Rumors of Television’s Demise Are Greatly Exaggerated!
“…Americans watched more television than ever in 2010, according to the Nielsen Company. Total viewing of broadcast networks and basic cable channels rose about 1 percent for the year, to an average of 34 hours per person per week. The generation-long shift to cable from broadcast continued, but subtly, as the smallest of the big four broadcast networks, NBC, still retained more than twice as many viewers as the largest basic cable channel, USA.”
The Landscape Has Changed And Will Continue To Do So
Consumer
Media Technology
Always On(line) Time shifting Screen shifting Connected Multi-tasking
Consumers
Control
Technology
Screens Boxes Enablers
Content Ubiquity and Interactivity
Fragmentation Disintermediation New Media Companies Changing Models
Media
Democratization
What Do These Trends Mean To Us?
Personalized Everywhere Anytime Addressable Social Transactional
The Future of TV
Me TV
Current: Personalized Content in Aggregate
94MM+ Video Views
23MM+ Channel Views 1.7BN+ Total Upload Views
PERSONALIZED
Future: Micro-Segmentation & Targeting
From User Selected Content to Algorithm Delivered Content
PERSONALIZED
Current: From TV Screen to PC Screen
“It will never make money…”
EVERYWHERE
Future: To Every Screen
TV is Ubiquitous, Portable (and in the Cloud)
100ft 10ft 3ft 1ft
EVERYWHERE
15 Source: All data represent monthly figures based on Nielsen Fusion for audience overlap and unduplication, Nielsen Media Research (N-Power) for cable audience reach and Nielsen Netview for online audience reach. Oct '09 (most recent) Nielsen Fusion unduplication patterns applied across Jan '10 Nielsen Media Research cable monthly reach and Jan '10 Nielsen Netview online monthly reach. Unique mobile audience estimates based on Dec '09 Nielsen Mobile Total Web Report including reported mobile-online unduplication factors.; Nielsen NetRatings Jan 2010. Nielsen Mobile, June 2010; Nielsen’s NPower , Cume Analysis, Jan 2010, (Total Day M-Su 6a-6a) Persons 2+, (1 minute qualifier).; Omniture and DFP, June 2010; Apple App Store, Sep. 2010;Android Market Place, Sep. 2010; RIM App World, Sep 2010
1.8 BILLION page views per month
Every Screen: The Weather Channel
EVERYWHERE
"
85M+"consumers use "2+ platforms "of The Weather Channel
Source: Magid TWC Segmentation Study, 4Q 2010.
Every Screen: Co-Ordinated Cross-Platform Devices
EVERYWHERE
Current: Contextually Based Advertising
http://www.nds.com/solutions/dynamic_advertising.php
ANYTIME
Future: Contextually and Behaviorally Based Advertising
On Demand is Commonplace
ANYTIME
Current: Location-Based
ADDRESSABLE
Future: Data-Driven Messaging
From One Size Fits All to Tailored Messages
ADDRESSABLE
Current: Social Provides Earned Media & Increased Engagement
SOCIAL
36MM+ Likes
600M+ Check-‐ins
Future: Native Social Experiences
Viewers Adding Their Own Layer of Narrative to Content
SOCIAL
Current: Smartphones
TRANSACTIONAL
Future: SmartTVs
The Rise of tCommerce
TRANSACTIONAL
Tailored Messages Ubiquitous and Portable On Demand From Mass to Micro Targeting Shared Experience T-Commerce
In Summary
Moving From Passive Viewing to Active Viewing
ROI and KPIs Sustainable Brand Experiences
Orchestrating Owned, Earned, Paid Shared Social Control
How do we Monetize?
1. Dynamic Insertion
2. Multi-Screen Content
3. Social Applications
4. T- Commerce
Big Opportunities
1. Dynamic Insertion
Increase Response: Right Message - Right User - Right Context
By 2015, Addressable Ad Spend Will Top $11.5bn in the US
NATIONAL :30
SEGMENT #1 :30
SEGMENT #3 :30
SEGMENT #2 :30
SEGMENT #4 :30
ROI & KPIS SUS BR EX SHARED SOC CON OEP
2. Multi-Screen Content
Provide Access to Content Across Screens/ Devices to Fit Consumer Lifestyles
ROI & KPIS SUS BR EX SHARED SOC CONT OEP
Glee Karaoke app lets fans sing their favorite songs from the show
Weather Channel provides information on any screen
ABC’s iPad app lets you watch – and interact – with your favorite
shows wherever you are
3. Social Applications
Create a Lean-Forward Experience Through Peripheral Comms & Content
ROI & KPIS SUS BR EX SHARED SOC CONT OEP
#TheGleeProject is visible throughout Oxygen broadcasts 101,055 followers of @TheGleeProject
14,000 Tweets were sent this July during the first ever presidential debate held entirely on Twitter.
4. T- Commerce
Closed Loop Integration Enables Immediate Commerce Opportunities
ROI & KPIS SUS BR EX SHARED SOC CONT OEP
HSN, Inc – a $3Bn retailer across TV, online, mobile, catalog & retail stores – also offers HSN Shop by Remote which is available in over 30MM homes.
Closing Thoughts
TV is not dead – it is alive and thriving TV is Digital “The Future” is already underway You can shape what’s next!
Thank You
Francis Anderson