Engagement Everywhere: Expanding the ecosystem for a video explosion

DEAN DONALDSON

NOW PLAYING WORLDWIDE

ENGAGEMENT EVERYWHERE

Global Director of Innovation

History of Innovation

15Television | Online70

per month for huge waste =consumers are ‘cord-cutting’$75

50% installed on TV’s by end of 2012

21%bought a new TV in the last year

Leichtman Research Group

30% TVs in US homes are now ‘connected’(either direct, via BluRay or Game Console)

TV is a geography. A place. A function.

It is not just a box in the corner of the room.

Evolution

content + apps + ads

On your television.

smart TV

Apps 2011 = 30%2015 = 90%

Power of XBox in the palm of your hand

5 years

10 years

Full HD 1920 H v 1080 V 2.1 million pixels

4K 4096 H v 2160 V 8.8 million pixels

SD (NTSC) 720 H v 480 V 345,600 pixels

4xUltra Definition TV

Connected TV

“ we see an increasing blur between the TV set and the PC, with on-demand content flowing seamlessly between the two”

Charlie Ponsonby, Simplify Digital on why higher speeds would drive changes in the way people use the web.

91% Internet Traffic will be video by 2014

(Today it makes up about 40%!!)

Connected TV

Disk to Digital

• Register your existing DVDs

• Download a digital copy for $1

2xElectronic Sell-Through (EST)

+ rental growth by 2015

“Won’t compensate disc decline”

Free-to-view

International TV Org, 2010

Over-The-Top (OTT)

The delivery of video, via the internet, directly to user(s) connected devices.

ADVERTISING IS THE ONLY ANSWER

14Average 65 year old

Years watching videocontent during lifetime

Nielsen 2011

5:09Average US Consumer

Average Digital Native 18-24

3:300:49 web | 0:20 mobile‘cord-shavers’ vs ‘cord-nevers’

Modern Family Viewing

ABC Q4 2011

• 95% watch DVR content within 3 days to keep in sync

• Online viewing is 3x due to missed not free content

Leichtman Research Group / Deloitte

10%now watch video online weekly

Leichtman Research Group / Deloitte

9% cut their cable subscription

2x5% of all ads served

MOBILE OPERATOR

NETWORKS

D I R E C T

MOBILE OPERATOR

NETWORKS

D I R E C T

Cost Speed

Complexity

Flexibility ALWAYS ON

MOBILE OPERATOR

NETWORKS

D I R E C T

TRUE Rich MediaExperience

Data Plans

100MbsDownload a HD movie in under 5 mins!!

Faster than most Broadband today...

Closed Controlled Proprietary

W E B T V

O N L I N E V I D E O

IPTV / TVE

LINEAR BROADCAST MANAGED NETWORK

Terrestrial / Cable Satellite / Internet

W E B T V

O N L I N E V I D E O

IPTV / TVE

LINEAR BROADCAST MANAGED NETWORK

Terrestrial / Cable Satellite / Internet

Disruptive Original

Programming

$M’s

Unbundle

Exceed Existing

Distribution Rights Money Upfront

Solid User BaseOwn InfrastructureQuad-play Deals

Exceed Existing

Distribution Rights Money Upfront

Solid User BaseOwn InfrastructureQuad-play Deals

LOCK via OS

3 Ways to Watch Video: Live, Free VOD & Paid VOD

Content Syndication

Distribution

Content Owners

ContentAggregators

Subscription Service

VOD LibraryTVE

Ad RevenueTV Apps

Tablet Apps

Mobile Apps Web

(Direct to Consumer)N/AN/A

Content Syndication

IP EnabledCable/Sat IP EnabledCable/Sat

CE Manufacturer Around the Content Ad Inventory

VOD ConsumptionLive TV Consumption

Around the Content Ad Inventory

Everyone wants to do Everything

Creation Aggregation Distribution ConsumptionRights Holders

Content CreatorsRights Dealers

Program PackagersNetwork Operators Access Providers

Device Manufacturers End Users

Everyone wants to do Everything

Creation Aggregation Distribution ConsumptionRights Holders

Content CreatorsRights Dealers

Program PackagersNetwork Operators Access Providers

Device Manufacturers End Users

Simplify the Ecosystem: Buyers, Vendors & Sellers

Seller (premium)

Seller (premium &

non-premium)

Seller (premium &

non-premium)

Seller (premium &

non-premium)

Seller (non-premium)

Vendor

The S-Curve of InventoryDirect Buy

UpfrontPrivate Marketplace, RON

Exchange / Network Buy

Short Form Long Form

m Shortage (Inventory) Surplus

$$$$$$$$$$

TV Online Mobile

Global Ad Economy (Billions)

184160

• Mobile = online & online = TV

ZenithOptiMedia

TV Online Mobile

Global Ad Economy (Billions)

184160

• Mobile = online & online = TV

ZenithOptiMedia

• Difference between online + TV is narrowing

Rich Media Online Video Standard Ads

US Online Ad Growth (Billions)

1/3• Rich Media growth is stagnating

• Online video is set to explode!!eMarketer Q3 2011

Rich Media Online Video Standard Ads

US Online Ad Growth (Billions)

$7.7bn• Rich Media growth is stagnating

• Online video is set to explode!!eMarketer Q3 2011

2012 Online Ad Revenue

Brightroll Q4 2011

Publisher’s Anticipate

VIDEO to be highest revenue generator

• 63% plan a CPM increase

• 33% Agencies cite cost as

factor limiting video growth

2011: $2.6B Online Video MarketDirect Buy

$$$$$$$$ $$

$2.07Bn

$0.60Bn

2014: $7.66B Online Video MarketDirect Buy

$$$$$$$$ $$

$5.95Bn

$1.72Bn

2014: Media Revenues Split (net USD MM)

DistributorsPremium AggregatorsLongtail Content AggregatorsVideo Ad NetworksAd Exchanges / DSPsPremium Content OwnersLongtail Content Owners

Easier to find contentBuilt-in new devicesCheaperExclusively onlineOther

2014: TVE to add $10Bn pa Advertising

NA revenues (content owners)

SUBSCRIPTION$85Bn

ADVERTISING$80Bn

SUBSCRIPTION$1.7Bn

ADVERTISING$10Bn

SUBSCRIPTION$??

ADVERTISING$3.1Bn

Traditional TV TVE Online Video

TV Advertising TV Subscription TVE MultiChannel

Effect of TV Everywhere (TVE) in US $BN

• TV advertising will grow by $12BN annually

Needham

TV Advertising TV Subscription TVE MultiChannel

Effect of TV Everywhere (TVE) in US $BN

• TV advertising will grow by $12BN annually

Needham

• Subscription rises 3-5% pa + additional 1-3% via TVE

12% Advertisers have a strategy

Connected TV

85% Interested in Ad Opportunities

Connected TV

$¥£€ “AVALANCHE!”

Connected TV

80%VOD via TV buyers

right ad right time

TV combined with online's targeting and measurement capabilities.

clicks

beware

audience measurement

assumed

audience measurement

) ) )$

accurate

Audience Reach

QualityContent

SchedulingEntertainment

42% use SmartPhone or Tablet whilst watching TV

Dual Screen Activities

Nielsen Q2 2011

What are Tablet and SmartPhone Users doing whilst watching TV?

Dual Screen Activities

Yahoo / Razonrfish Q4 2011

25% Consumers go online after seeing TV ad

content recognition

automaticACR

Super Bowl XLVI

fingerprinting

acoustic

watermarking

Super Bowl XLVI

80%OF ALL TV ADS

2.34% CTR

115,28217.4% WATCHED FULL 3 MIN VIDEO

touchpoints

Interact Retarget

5% off

Retarget

10% off

Purchase

Dynamic Video Insertion

ENGAGEMENT EVERYWHERE[ ]

Le Fin

917.640.3095

@deandonaldson

dean.donaldson@mediamind.com

@mediamind @dgitnetwork

thank you!

Engagement Everywhere: Expanding the ecosystem for a video explosion

Marketing

Transcript of Engagement Everywhere: Expanding the ecosystem for a video explosion

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