The Addressable TV market in Germany · Addressable TV available at most private broadcaster...
37
25.04.2018 The Addressable TV market in Germany April 2018
Transcript of The Addressable TV market in Germany · Addressable TV available at most private broadcaster...
25.04.2018
The Addressable TV market in Germany
April 2018
We design and produce excellent services in TV landscapes driven by
digital transformation.
2
//In
tro
3
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
4
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
5
HbbTVOverviewGermany
//
Strong growth of connected devices and active usage in Germany
Hb
bT
VO
ve
rvie
w6
• 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
//
Addressable TV available at most private broadcasterChannels and HbbTV service ranked by TV marketshare in %, Jan-Jul 2017
Hb
bT
VO
ve
rvie
w7
0
2
4
6
8
10
12
14
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
//
A lack of creative and innovative campaigns
Hb
bT
VO
ve
rvie
w8
40
35
15
10
SwitchIn Campaigns
Non interactive Click to Video One Pager Microsite
9
Best Case
//
Mini Clubman Case Best Practice
Be
st
Pra
cti
ce
10
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
//
Mini Clubman Case Best Practice
Be
st
Pra
cti
ce
11
Source: SevenOne Media GmbH
938
199
1.189
251
TVComercial
SwitchIn XXL Reminder
SwichtIn XXLIncremental
TotalReach
+27% Net Reach
20% Intensification
//
Mini Clubman Case Best Practice
Be
st
Pra
cti
ce
12
Source: SevenOne Media GmbH
0
20
40
60
80
+ 8 % +16 %
+ 24 %
NOcontact
SwitchIn XXL contact
TV adcontatct
TV ad + Switchincontact
Unsupported brand awareness
//B
es
t C
as
e1
3
International campaign
• 2 YouTube stars on Tour
• Germany and Austria
• Acutal video content after
every tour stop
s.Oliver so pure
//B
es
t C
as
e1
4
//B
es
t C
as
e1
5
21
ZalandoMicro Shop
//H
bb
TV
Sh
op
pin
g2
2
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
////2
3
////2
4
////2
5
////2
6
//S
ma
rtP
ag
es
Pro
toty
pin
g2
7
Production of two different
prototypes with SmartPages to
speed up decision making
process at Zalando
Prototyping withSmartPages
////2
9
30
SmartPages
//H
bb
TV
Sm
art
Pa
ge
s3
1
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
//
Example SmartPages Comercial Campaigns
Hb
bT
VS
ma
rtP
ag
es
32
//
Example SmartPages Editorial Campaigns
Hb
bT
VS
ma
rtP
ag
es
33
34
Trends 2018
//T
ren
ds
35
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
36
thanksmates!
//
TeraVolt GmbH • Lagerstraße 34a • 20357 Hamburg • www.teravolt.tv
Lars Friedrichs
Director
Office: +49 40 29867733
Mobile: +49 171 117 1017
