How technology and industry convergence is changing the broadcast, advertising and publishing industries.

3. PART 1: Technology is Causing a Shift in
Broadcasting, Advertising and Publishing

4. PART 2: Industry Convergence Between
Broadcasters, Advertisers and Publishers
Creating Interesting Collaborations

5. PART 1: HOW ONLINE TECHNOLOGY IS
CHANGING INDUSTRIES

6. ONLINE - Online Video
An increase of $12 (2009) to $20 million (2010) dollars towards online video. (IAB Canada).
The demand is high, we need more supply.
Persons 18-24 watch the most online 2ND largest search engine in the world (Socialnomics)
video; 267 videos/month (comScore)
90% of Canadian Internet users watched online
video in March 2011, compared to 81% in the U.K.,
83% in France, and 84% in Germany and the U.S.
(comScore)
But where can advertisers buy as many impressions as traditional television?

7. ONLINE - Online Video
Branded Entertainment
Will branded entertainment replace the 30 second spot? Or complement it?
How effective is it?

8. ONLINE – Online Video: Online
Distribution of Televised Content
Viewership up by 200% Viewership up by 67%
Will over the top services cause cord cutting?
How will TV anywhere fare against over the top services?

9. ONLINE - Online Video
Original Made for Web Content
Does the revenue justify the cost of production?

10. ONLINE – E-Commerce
U.S. ecommerce sales totaled $165.4 billion in 2010, up 14.8% (US Census Bureau)
How does online purchasing affect retailing?
Will the trend towards online purchasing replace malls in the near future?

11. ONLINE – E-Commerce
Group Buying
441,000 deals sold,
more than $11 million
in revenue (Mashable)
Other players:
Is groupbuying replicable across publishers? Will it see consistent growth?
What does a globalized local sales team look like?

12. ONLINE – E-Commerce
Subscription
23 million subscribers 250,000 subscribers 100,000 digital subscribers
Will 2011 be the year of the paywall?
What does this mean for content producers?

13. ONLINE – E-Commerce
Micropayments
$20 billion IPO valuation
Projected revenue from 2011 is 1.8 billion. Most of this revenue
comes from in-game micropayments. (New York Post)
Facebook partnering with Warner Brothers
creates a new model for micro-retail online
PayPal recently added micropayment solution
Are users more apt to pay subscription fees or pay-per-use for content and
entertainment?

14. HOW MOBILE TECHNOLOGY IS CHANGING
INDUSTRIES

15. MOBILE
We’ve reached a mobile tipping point:
100.9 million global smart phone sales
vs 92.1 million global PC sales (comScore)
2011 is the year when smartphone sales top PC sales, what are
the implications?

16. MOBILE – What is the operating
system of the future?
comScore
How will mobile and desktop operating systems integrate with each other?

17. MOBILE – Smartphones
Cloud Services
Internet users will live mostly in the cloud by 2020 (Elon University)
The cloud computing services market to rise to $222.5 billion by 2015 (Global Industry Analysts)
Dropbox’s recent valuation is $5 billion Google Cloud Connect recently launched
Companies like Netflix, Yelp and Foursquare
use Amazon’s cloud computing system iCloud to launch shortly
Will telecommunication companies adjust their rate plans and infrastructure to
allow cloud services to flourish?

18. MOBILE – App Market Matures
Games
86% of smartphone owners have downloaded a mobile app (comScore) – games and social
media are the more poplar apps
64% of users who downloaded an app in the past 30 days have downloaded a game (comScore)
Downloaded more than 42 million times $1 million in sales in first 9 days
Will gaming apps become a more viable way to launch
entertainment properties?

19. MOBILE – App Market Matures
Social Media
58 million users in the U.S. accessed a social networking site at least once a month via mobile,
increasing by 56% (comScore)
Facebook is the
most popular Youtube is Twitter is
social media app second third
How do you monetize mobile social media traffic?

20. MOBILE - Mobile Marketing
Mobile Ad Networks
Couponing Branded Apps Location Based Marketing
Mobile marketing through couponing, branded apps, mobile ad networks and
location based marketing.

21. MOBILE – Couponing
Crocs gave out 15% discount on any purchase via text message
In two months time, Crocs has received 94,000 text requests for the coupon from customers shopping
in its 180 U.S. stores (Internet Retailer)
How will groupbuying affect mobile couponing?

22. MOBILE – Mobile Marketing
Branded Apps
Over 70% answered that they had already downloaded apps from brands (AdMob)
Virgin built Project,
400,000 downloads 1 million downloads an iPad only magazine
What are the most effective branded apps?

23. MOBILE - Mobile Marketing
Mobile Ad Networks
The global market should be at $15 billion by 2015 (mobiThinking)
Just landed another
$25 million in funding
Recently launched a location
based mobile ad network
Covers over 60% of mobile
internet population in China
Where is the best place to buy mobile ads?

24. MOBILE – Mobile Marketing
Location Based Marketing
26% of mobile users regularly use a map, navigation tool or similar service that automatically
determines their current location (MMA)
10 million people currently use Foursquare, 400,000 businesses
use Foursquare as a marketing tool, and 78,387 venue mayors
are ousted each day
Yelp has more than 15
million reviews and 41
million monthly visitors
Are check-ins converting to check-outs?

25. MOBILE - Tablets and eReaders
20% of tablet owners are using print magazines less, 25% are using print books less and 27%
are using print newspapers less (MPA Digital)
Tablet sales will eclipse laptop sales by 2015 (Forrester). How will this affect
your content and marketing strategy?

26. MOBILE - eReaders
The worldwide eReader market to ship 16.2 million units in 2011, a 24% increase over 2010 (IDC)
Nook is fast becoming a major
player
Amazon Kindle is the
breakthrough e-reader
fueling a nearly $1 billion
business
Kobo eReader has 1.3 million
registered users (Kobo)
Will one eReader ecosystem dominate?

27. HOW SOCIAL MEDIA TECHNOLOGY IS
CHANGING INDUSTRIES

28. SOCIAL MEDIA – Social TV
86 % of US mobile users watch TV with their devices in hand and 40% are using them
for social networking (Yahoo!)
Total number of tweets at 1,269,790
Nearly 1.9 million Facebook status updates were related
to the Oscars
31,000 users checked in to the Oscars using GetGlue (Mashable)
Similar social success for:
Can episodic TV shows reach the same social TV success that live events do?
How do you monetize this audience?

29. SOCIAL MEDIA – Social Media
Marketing
93% of marketers use social media for business (Socialnomics)
In 2011 advertisers spent $1.7 billion in social media marketing in the US, global spending was $3.4
billion (HubSpot)
The Ford Explorer launch on Facebook generated User-generated advertising contest
more traffic than a super bowl ad (Socialnomics) through Youtube
How does social media marketing change the nature of marketing campaigns
and media planning?

30. SOCIAL MEDIA – Social Curation
Facebook responsible for 3% of traffic to the 25
largest news sites (Pew Research Center's Project for
Excellence in Journalism)
1.5 million monthly
2.5 million users unique visitors
Do industry incumbents realize the value of social media referrals?
Is discovery the new search?

31. HOW GAMING TECHNOLOGY IS CHANGING
INDUSTRIES

32. GAMING – Casual Social
Gaming
Social gamers will buy $6 billion in virtual goods by 2013 (Socialnomics)
Tagged said the top 1% of its players
accounted for 46% of its gaming
revenue. About half of those were
American, and 59% of those U.S.
50 million users players were male with an average
age of 48. They refer to their
high-valued customers as whales
Over 12 million subscribers
Can casual social gaming be monetized by a mainstream audience or does it
attract a select few?

33. GAMING – Gamification
Decode debuted at #3
on New York Times
bestseller list
Bing’s intent to use is
up 20% for young urban
males
Video on Decoded Campaign
Do gamification marketing campaigns translate to sales?

34. GAMING – Gamification
130 percent increase in page views for the USA network’s Psych show
and a 40 percent increase in return visits (USA Networks)
The show has 1.5 million Facebook fans and users
spend an average of 22.5 minutes on the Psych site.
(VentureBeat)
Do gamification campaigns translate to viewers?

35. GAMING – Gaming Consoles as
Entertainment Devices
Twelve million playing Xbox Live gold 66.3% of all Netflix streaming
members spend 40% of their average occurring through a game console
three hours a day on the service’s (Gamasutra.com)
non-game applications. (Joystick.com)
Future of
Interactive TV
Are consoles a viable digital distribution channel for content?

36. Part 2: Industry Convergence Between
Broadcasters, Advertisers and Publishers
Creating Interesting Collaborations

37. Industry Convergence – Highly
Integrated Entertainment Campaign
Lady Gaga
Zynga launched Farmville
style Gaga-ville Vevo has exclusively premiered
each video from Born This Way
Gaga is the only user to have
Starbucks and Gaga teamed 10 million followers on Twitter At the end of 2010 she had the
up on SRCH, a digital top celebrity Facebook likes with
scavenger hunt 24.7 million
Can this level of cross-media integration work for any brand?

38. Industry Convergence – Brands
Becoming Media Companies
Red Bull Media House
Smirnoff Experience
Are these brands the new entertainment franchises?

39. Industry Convergence – Media
Companies Becoming Brands
How can entertainment companies become marketers?