25.04.2018

The Addressable TV market in Germany

April 2018

We design and produce excellent services in TV landscapes driven by

digital transformation.

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//In

tro

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Our Focus: Consulting, Creation and Producing

• Owner-operated digital agengy for

enhanced TV

• Based in Hamburg

• Founded 2006

• More than 40 Employees follow the

mission statement Excellence

//In

tro

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Creation

ExecutionConsulting

CX Design

Ideation

Design Thinking

Visual Design

Product Management

Requirement management

Business Case

Process analysis/optimization

Reporting/BI

Project Management

Agile Development

Usability Testing

Content operations

Technical operations

Functional specification

Information Architecture

Wireframing

Solution Design

Prototyping

Portfolio Analysis

Market Analysis

Product Strategy

Monetization

Requirement Analysis

Metadata Analysis

Feasibility Analysis

Content Model Design

Device/client priorization

Licensing

Feature Scoping

Our Focus: Consulting, Creation and Producing

• Owner-operated digital agengy for

enhanced TV

• Based in Hamburg

• Founded 2006

• More than 40 Employees follow the

mission statement Excellence

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HbbTVOverviewGermany

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Strong growth of connected devices and active usage in Germany

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• on average 2,6 individuals per household (P7S1 survey). Source: SevenOne Media till 2015, Projection TeraVolt

Active HbbTV user (Devices)

HbbTV 2.0 devices

Connected HbbtTV devices

Reachable user (Red Button)

0,4 1 1,82,7

4,26,3

8,5

11,8

0 0 0 0 0,2

3,8

9,2

15,1

5,5

8,910,1

13,4

16,8

20,5

23,9

27,1

14,3

23,1

26,3

33,5

40,3

45,1

47,8

51,5

2013 2014 2015 2016 2017 2018 2019 2020

in million

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Addressable TV available at most private broadcasterChannels and HbbTV service ranked by TV marketshare in %, Jan-Jul 2017

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0

2

4

6

8

10

12

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only HbbTV

ATV

no HbbTV

ATV & HbbTV

Source: AGF in Zusammenarbeit mit GfK, TV Scope 6.1, Fernsehpanel repräsentativ für

38,32 Mio. Fernsehhaushalte bzw. 75,02 Mio. Personen

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A lack of creative and innovative campaigns

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40

35

15

10

SwitchIn Campaigns

Non interactive Click to Video One Pager Microsite

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Best Case

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Mini Clubman Case Best Practice

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st

Pra

cti

ce

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Source: SevenOne Media GmbH

TV Comercialcontact

938.000unique devices

NO TV Comercialcontact

SwitchIn XXL contact

199.000unique devices

Target: 4 contacts

638.000 AI

SwitchIn XXL contact

251.000unique devices

Target: 4 contacts

638.000 AI

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Mini Clubman Case Best Practice

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st

Pra

cti

ce

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Source: SevenOne Media GmbH

938

199

1.189

251

TVComercial

SwitchIn XXL Reminder

SwichtIn XXLIncremental

TotalReach

+27% Net Reach

20% Intensification

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Mini Clubman Case Best Practice

Be

st

Pra

cti

ce

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Source: SevenOne Media GmbH

0

20

40

60

80

+ 8 % +16 %

+ 24 %

NOcontact

SwitchIn XXL contact

TV adcontatct

TV ad + Switchincontact

Unsupported brand awareness

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International campaign

• 2 YouTube stars on Tour

• Germany and Austria

• Acutal video content after

every tour stop

s.Oliver so pure

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ZalandoMicro Shop

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TV

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Micro Shop for HbbTV

• selection of special products

• Shopping cart system

• Connection to Zalando APIs

and check-out system for

check-out process on second

screen

Zalando

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Production of two different

prototypes with SmartPages to

speed up decision making

process at Zalando

Prototyping withSmartPages

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SmartPages

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bb

TV

Sm

art

Pa

ge

s3

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Software as a Service Tool for

Addressable TV campaign

production and deployment

20 TV stations in Germany and

Austria using SmartPages for

editorial and commercial

campaigns

SmartPages

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Example SmartPages Comercial Campaigns

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Example SmartPages Editorial Campaigns

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Trends 2018

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Five Addressable TV trends 2018

Trend 1 Linear TV loses relevance especially at the young audience

Trend 2

Trend 3

Trend 4

Trend 5

HbbTV services still have not enough relevance for users to increase active usageand returning users signifcantly

Addressable TV advertising is at a crossroads. TV viewer are more and more annoyed and frustrated on SwitchIns, because a lot campaigns have no added value for the user orbroadcaster present only Addressable TV but no content service

Users want more content and interactive services for their favourite TV shows

HbbTV 2.0 starts with nearly two years delay in TV sets allowing a new generationofservices, but also increases the complexity of services and business models

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thanksmates!

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TeraVolt GmbH • Lagerstraße 34a • 20357 Hamburg • www.teravolt.tv

Lars Friedrichs

Director

Office: +49 40 29867733

Mobile: +49 171 117 1017

l.friedrichs@teravolt.tv