Your super multi-screen solution · ENGAGED AUDIENCE WEEKLY STREAM VIEWS 30.1M Monthly stream views...
Transcript of Your super multi-screen solution · ENGAGED AUDIENCE WEEKLY STREAM VIEWS 30.1M Monthly stream views...
SUPER
Issue : May 2, 2018
THE FUTURE OF TV IS HERE…
Are you ready?
Source: myTV SUPER subscription management system
CONNECT YOUR AUDIENCEANYTIME, ANYWHERE on ANY DEVICE
Home PC On the Go
Registered Subscribers over 5.9 Million (as of Apr 8, 2018)#
MASS PENETRATIONEVERYONE IS WATCHING
TV Set-Top-Box : over 1MApps + Web : over 4.9M
Source : myTV SUPER subscription management system
ENGAGED AUDIENCE
WEEKLY STREAM VIEWS
30.1MMonthly stream views
*121M
Source:
Nielsen SiteCensus (wk1816 exact date data including STB, App & Web) *Nielsen SiteCensus (wk1813 - wk1816)
WEEKLY TOTAL
STREAMING HOUR
17.2M
Equivalent to *1.57 (4+
TVRs) in all day all time
average ratings
*Online ratings – based on Nielsen SiteCensus figures & ratings calculation is certified by Nielsen
A CONTINOUS GROWTH OF CONSUMPTION
WEEKLY UNIQUE VISITORS (SUMMATION)
1.7M
Source:
Nielsen SiteCensus (wk1816 data including STB, App & Web)
WEEKLY STREAM VISITORS (SUMMATION)
1.3M
AVERAGE STREAM VIEW
DURATION
34 MIN
AVERAGE NO. OF STREAM
VIEWS PER VISITOR
23
WEEKLY AVERAGE TIME
SPENT PER UNIQUE STREAM
VISITOR
13.3 hours
EQUIVALENT TO N0. 2 TV CHANNEL IN HK A STRONG COMPLEMENT TO TVB CHANNELS
(IN TERMS OF RATINGS)
Wk 1813 - 1816 All Day All Time Average Ratings
4+ TVRs
Jade 5.67
myTV SUPER 1.58
TVB News Channel 1.03
J2 0.83
TVB Finance Channel 0.40
Pearl 0.33
ViuTV 0.31
Cable TV 0.42
nowTV* 0.49
Fantastic TV 0.28
Remark:
Jade, J2, TVB News Channel, Pearl, TVB Finance Channel included Live, As Live / Timeshift1 and 7-Day Catch Up2 viewership via TV Set or myTV SUPER STB.1 As Live / Timeshift Reach include catch up viewership within the same telecast day of respective channels live on TV.2 7-Day Catch Up Reach includes catch up viewership within 7 days period after the telecast day of respective channels live on TV.
*Overall nowTV excludes TVBNV channels
Date source: Nielsen SiteCensus and CSM Media Research (Mar 26 – Apr 22, 2018)
2
BEST OF 2017Top Apps Charts
myTV SUPER rank #ONE amongst all entertainment apps
YOUNG AFFLUENT AUDIENCE
MEET THE MILLENIALS AND GEN X
13%
18%
23%
26%
15%
5%
0% 10% 20% 30% 40% 50% 60%
A55+
A45 - 54
A35 - 44
A25 - 34
A15 - 24
A4-14
Total TV myTV SUPER STB myTV SUPER APP myTV SUPER Web
Source : myTV SUPER App User Profile Survey
conducted by TVB, powered by Nielsen
Period: May 12-29, 2017; Sep 19-Oct 18, 2017
Sample size: 306,484
41%
15%
15%
13%
6%
10%
0% 10% 20% 30% 40% 50% 60%
A55+
A45 - 54
A35 - 44
A25 - 34
A15 - 24
A4-14
52%
16%
13%
8%
5%
6%
0% 10% 20% 30% 40% 50% 60%
A55+
A45 - 54
A35 - 44
A25 - 34
A15 - 24
A4-14
Source: Nielsen TAM
Channel: TTV (TV set)
Period: Jan - Apr 2018
Source: Nielsen TAM
Channel: myTV SUPER Set-top-box
Period: Jan – Apr 2018
A35-54 (30%) A 25-54 (67%) A 25-54 (60%)
10%
21%
19%
29%
17%
3%
0% 10% 20% 30% 40% 50% 60%
A55+
A45 - 54
A35 - 44
A25 - 34
A15 - 24
A4-14
Source: comScore
Period: Nov 2017
WELL EDUCATED & WEALTHY
13%
36%
10%
5%
29%
6%
36%
13%
10%
35%
0% 10% 20% 30% 40%
Primary completed
F1-F5
F6-F7
Diploma
University or above
Education
myTV SUPER Total Population
24%
13%
16%
12%
9%
14%
12%
19%
10%
16%
12%
10%
19%
14%
0% 5% 10% 15% 20% 25% 30%
Less than 15,000
15000-19999
20000-29999
30000-39999
40000-49999
50000-69999
70000+
Monthly HHI
myTV SUPER Total Population
Source : Websites/APP Used to Watch Online Video (myTV SUPER) in P7D
2017 Nielsen Media Index (Jul 2016 – Jun 2017)
Median HHI average :
myTV SUPER : $33,048
HK : $28,163
BEST LOCAL PREMIUM CONTENTNO UGC
• 28,000 hour TVB production
• 24,000 hour acquired Korean drama, Japanese drama, Asian drama, variety & premium program
• 500 hour to 700 hour fresh program per week
TVB is the unbeatable giant in HK
content-production industry
KOREAN, JAPANESE, MANDARIN DRAMASSynchronous playout
告白夫婦 - KBS海上牧雲記
延禧攻略
如懿傳
當你沉睡時
雙面醫生2
Black Revenge
那年花開月正圓
獨孤皇后
HUGE PRODUCTION IN 2018
STRONG DRAMA LINE-UP
白色強人
跳躍生命線
是咁的,法官閣下包青天再起風雲
特技人
AD INVENTORY AVAILABLE ON EXCHANGE
• Able to target the individual & household, and highly measurable in its performance. This would be truly programmatic TV, and it can’t come soon enough.
myTV SUPER PROVIDES BETTER TARGETING
• To address right targets with high value audience in a more efficient and effective model by using of TVB DMP platform.
• Enables us to access very accurate audience data across myriad consumer traits like purchase consideration and shopping behavior and to programmatically reach these tailored audiences at scale in myTV SUPER
A WORLD CLASS DMP
• Partner with Nielsen, employing their DMP, Marketing Cloud enabling TVB clients to improve their marketing outcomes.
• Delivers unrivaled consumer data and analytics to fully integrate TVB’s first party data, Nielsen unique data & 3rd party data for better audience segmentation, media planning and marketing activation.
DMP
MARKETER’S DREAM COME TRUESEND A SPECIFIC TV COMMERCIAL
TO INDIVIDUAL HOUSEHOLD AND USER
• It's actually real• Addressable ads will be available in up to 1M SET-TOP-BOX
households through live TV and video-on-demand.
• Plus 4.8M individual Web + App users
Improved relevanceEnhanced
engagementLess ad burnout
CREATING A BETTER, MORE COMPREHENSIVE AUDIENCE DATA
LEARNINGS
• To reach more specific audiences with greater creative flexibility, deep insights, and dependable ROI data.
• Advertisers can understand the true performance of their ad - including engagement, brand lift, and conversions.
myTV SUPER ROADMAPS TO PROGRAMMATIC TV
Demograhic
& Content
Targeting
• Demographic
• Gender
• Content Targeting
• Precise delivering ads
against programme
content
• Viewing Interest
• Programme typologies
Ready to use
Intent & Cross
Device
Targeting
Demograhic
&
Geographic
• Demographic
• Age
• Geographic
• STB locations
• Frequent location
Late Q2
• Demographic
• Income class
• Intent
• Actively in market for products
and services
• Cross Device Targeting
• Reach the same consumer
with personalized sequential
messaging
• Third Party DataActual target filtering is subject to myTV SUPER programmatic time frame
Ready to use
myTV
SUPER
• Direct targeting by
platform, audience
• Measurement by
impression over
rating
• High ad completion
rates and viewability
• Engaged, lean back
experiences
• Full-screen TV
experience on a large
living-room device
ADDITIONAL TV AUDIENCE
16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1
TV
Rs
TV myTV SUPER STB
Period: (Jan 1, 2016 – Mar 31, 2018)
TV: Live on Jade, J2, Pearl, TVB News, TVB Finance, ViuTV, ViuTV Six, Fantastic TV, Overall HKC, Overall now TV
myTV SUPER STB: Linear channels and VOD on myTV SUPER set-top-box
Source: Nielsen TAM (2016-2017); CSM Media Research (2018)
Total TV 2016 – 2018 latest, by quarter, all day all time
HIGH VIEWABILITY
• Marketers have concerns on viewability and fraudulent traffic. However, myTV SUPER is inherently less vulnerable to both challenges due to high authentication rates, the devices’ closed environments, and the nature of the viewing experience.
• Our average viewability rate : 72% (Source : DoubleClick, March 2018)
73.9%71.4%
76.1%
83.7%
98.7%
84.4%
Pop-up Banner LREC App
Instream
STB Instream Web
Instream
In-View Measurable %
Source : *Comscore Q1 2017 vCE campaign
benchmarks
Viewability rates ranged from *48%
to 55% across markets
ENGAGED VIEWERSLEADS TO HIGH COMPLETION RATE
• myTV SUPER average video ad completion rate is a whopping 95.5%
• While other premium video platforms also yield high video ad completion, no other platform comes close to the near perfect rate observed on OTT. These superior metrics can partially be explained by the full-screen, lean-back experience that OTT enables, replicating behaviours seen on traditional linear television.
89.1%87.2% 97.1%
MOBILE DEVICE SET-TOP-BOX
AD COMPLETION RATES BY DEVICE PLATFORM
MAR 2018
Source : DoubleClick
WEB
93%
OTT device
84%
Desktop85%/78%
Tablet/Smartphone
Source : Kinetic Social, Q2 2016 Social Trend Report
(Market average)
STONGER EMOTIONAL CONNECTIONAd Dovetailing With Relevant Content
+
Programme : 溏心風暴3
Special tailor-made version transmission date :
2 x episodes within Dec 2017 – Jan 2018
STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content
TAKE PRODUCT PLACEMENT TO THE LIMIT
• Brand placements can be more effective than advertisements.
• So effective because viewers and consumers are all trying to reach an ideal self and while trying to achieve this ideal self they indulge into the stories that the product placements tell.
• Can overlay messages that fits the scene or actors’ scripts, to create witty and relevant call-to-action that talks back to the main-screen content.
• More synchronize the commercial messages with drama scenario
• Higher visibility and flexibility
MID-ROLL INSERTION DURING TIMESHIFT
• During the 3 hour rewind of live program, fewer mid roll instream AD will
replace normal TV Ad breaks. Live program without timeshift will carry the
same AD break of live DTT.
• Audience will enjoy a shorter Ad break during timeshift.
• Advertisers can capture As-Live audience with higher share of voice.
• Scope of linear channels and involved platforms:
Ch.81 to 85 (except 84)
STB, App & Web
SUPPORT LONG DURATION VIDEO AD
• Skippable at 60-sec, support long duration video AD for impact, creativity, relevance, repeat value, even in this attention-span starved digital age, long reads have found acceptance in the online world.
SUPER
REALISTIC RATE CHANGES FOR MAJOR AD FORMATSAd format Device Unit 2018
Rate Card Rate
(HK$Gross)
≤30-sec In-stream (mid-roll) STB+APP+WEB CPM 200
Pop-up APPs CPM 120
Video Pop-up myTV SUPER APP CPM 145
Double Banner APPs CPM 25
Triple Banner APPs CPM 40
Mobile LREC APPs CPM 45
Super Mobile LREC APPs CPM 80
Mobile L-shape Banner myTV SUPER APP CPM 35
LREC WEB CPM 45
Wallpaper WEB CPM 95
Super Banner WEB CPM 95
Super Banner – Push Down WEB CPM 140
Timeshift Banner STB CPM 35
Channel Control Banner STB CPM 35
U-Shape Wallpaper STB CPM 35
60s skippable video Ads STB+APP+WEB CPM 400
Push Message STB/APP/WEB CPM 30
Native Ad STB+APP+WEB 1 week 67,000
LINEAR 81 - 85 & THEMATIC CHANNELS
Data Source: Nielsen SiteCensus : Week1727
PREMIUM SERVICE – ACQUIRED CHANNELS
TVOD – PAY-PER-VIEW
PRESENCE ACROSS DEVICES
HomePC On the Go
無綫新聞
Ad format STB APP WEB
In-stream (30-sec) ● ● ●
Long duration in-stream
(60-sec skippable)● ●
Pop-up ●
Video Pop-up ●
Banner (Double/Triple) ●
Mobile LREC/
Super Mobile LREC●
Mobile L-shape Banner ●
LREC ●
Super banner ●
Super banner – Push
down●
Wallpaper ●
Channel control banner ●
Timeshift banner ●
U-shape wallpaper ●
Native Ad ● ● ●
Push Message ● ● ●
Ad formatAPP APP APP APP APP
In-stream (30-sec) ● ● ● ●
Long duration in-stream
(60-sec skippable)● ● ● ●
Pop-up ● ● ● ● ●
Banner
(Double/Triple)● ● ● ● ●
Mobile LREC/
Super Mobile LREC●
Ad format
WEB WEB WEB
In-stream (30-sec) ● ●
Long duration in-stream
(60-sec skippable)● ●
LREC ● ● ●
Super Banner ● ● ●
無綫新聞
TIME SHIFT CONTROL BAR
It happens on every time when the
user release the timeshift color
button of the remote while
watching linear channels and
VOD.
Apply to:
• ALL linear channel with timeshift
function (81 to 97 (except 84),
200, 700) & specified VOD
programme
TIME SHIFT CONTROL BAR
It happens on every time when the
user release the timeshift color
button of the remote while
watching linear channels and
VOD.
Apply to:
• ALL linear channel with timeshift
function (81 to 97 (except 84),
200, 700) & specified VOD
programme
CHANNEL CONTROL BAR
It happens on every time when the user release the button in the remote control for channel switching.
Apply to Channel switching into:
• ALL TVB produced channels (i.e. 81 to 97(except 84),200, 700)
U-SHAPE WALLPAPER
It happens on:
Linear Channel: 5 minutes after every AD-Break every time
Apply to Channel switching into:
• ALL free TVB Channels(i.e. 81 to 85 except 84) + thematic channel (except 97)
U-SHAPE WALLPAPER
It happens on:
Linear Channel: 5 minutes after every AD-Break every time
Apply to Channel switching into:
• ALL free TVB Channels(i.e. 81 to 85 except 84) + thematic channel (except 97)
DYNAMIC AD FORMATS
• VIDEO – In-streams
• DISPLAY – LREC, Pop-up, Double banner, Triple banner, Mobile
LREC, Wallpaper, Super Banner
• NATIVE AD – Long form commercial, infomercial, video hosting
• DYNAMIC FORMAT – U-Shape wallpaper, Time-shift, Channel
control, Mobile L-shape Banner
• SPECIAL TITLE SPONSORSHIP
• PUSH MESSAGE
Double Banner AdPop up Ad
In-stream Ad
Mobile LREC Super Mobile LREC
Mobile L-shape Banner
Video Pop up Ad
Wallpaper
Super Banner
LREC
Native Ad
Special Title Sponsorship