"TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine
-
Upload
tvbusinessconference -
Category
Business
-
view
158 -
download
3
Transcript of "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine
![Page 1: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/1.jpg)
TV+DIGITAL=FRENEMIES?
![Page 2: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/2.jpg)
TV vs Digital
![Page 3: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/3.jpg)
3
TV & Digital
![Page 4: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/4.jpg)
EFFECTIVE
BIG LOUD PUSHY
![Page 5: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/5.jpg)
AD NOISE
5000
ADS PER DAY
![Page 6: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/6.jpg)
8 of 10DON’T NOTICE ADS
![Page 7: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/7.jpg)
7 of 10ARE ANNOYED BY ADS
![Page 8: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/8.jpg)
6 of 10DON’T TRUST ADS
![Page 9: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/9.jpg)
30%
21% 6%
14%
16%
25%
North America
Europe Dev Asia
LatinAmerica
MEA Em Asia
18%world
Ukraine
21%
Source: (C4) Ad Blocking, Base: All respondents
![Page 10: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/10.jpg)
ADS EDGED OUT75 MILLION
NETFLIX
SUBSCRIBERS IN
130 COUNTRIES
![Page 11: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/11.jpg)
EXPECTATIONS FROM
MEDIA HAVE CHANGED
![Page 12: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/12.jpg)
12
NOT SURE WHAT I WANT
![Page 13: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/13.jpg)
GET TIRED FAST
![Page 14: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/14.jpg)
MULTITASK
![Page 15: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/15.jpg)
15
PASSIVE VS ACTIVE
MOBILE TV/PC
FIRST SECOND
70% IN PRIMETIME
Source: TNS/ Connected marketing
![Page 16: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/16.jpg)
78%:DISCONNECTED
22%:COMPLEMENT
MULTISCREEN
![Page 17: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/17.jpg)
SOLUTION: CALL TO ACTION
INFORMATION
BROWSING47%
LINK #WWW
![Page 18: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/18.jpg)
SOLUTION: CALL TO ACTION
COMMUNICATION
SOCIAL MEDIA38%
DiscussInviteVote
![Page 19: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/19.jpg)
SOLUTION: CALL TO ACTION
SUBSCRIBEMOREUPLOAD
ENTERTAINMENT
GAMES25%CONTENT40%
![Page 20: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/20.jpg)
NAVIGATE, COMMUNICATE, ENGAGE
22%: COMPLEMENT
![Page 21: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/21.jpg)
BOOK
Search
Pre-
flight
Inspiration
Ask
friends
Watch
activities
video
Explore
read
comments
Read
blog
Book
taxi
Compare
prices
View
banner
ad
Share
videos
Read
tweet
Source: Google / Shopper Sciences
10.2INFORMATION
SOURCES BEFORE
BUYING
THE CONSUMER JOU RN EY IS NOW
A CONTENT JOURNEY
![Page 22: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/22.jpg)
new seasonCONNECTE
D CASE:
before during after
![Page 23: "TV + Digital = Frenemies?". Мила Крутченко, ADV Group Ukraine](https://reader031.fdocuments.us/reader031/viewer/2022030318/5a648e547f8b9a70568b4a15/html5/thumbnails/23.jpg)
WE NEED TO BE MORE
CONNECTED TO SATISFY CONSUMERS