1. The Evolution of Television
Widgets
Internet TV
IPTV
The Future Of Entertainment & Its
Monetisation

2. What is IPTV really?
Let ‘s first define IPTV versus Web based Multimedia streams
Wikipedia defines IPTV as generally set top boxes harnessing higher
bandwidths to stream content
Usually IPTV also comes with VOD & VOIP over closed networks
Today all of that is changing with Fiber to the bode networks
Up to 1Gbit pipelines serving internet content in HK
This content/movie providers can stream at HD over the internet
Anytime anywhere and using any digital media device with connectivity
What does it means for advertisers?

3. What is a Widget?
A Widget is a tool that allows the
provider of content to also stream
snippets of other stuff
It is like a Feed if you will
Hitwise also has an Google or Yahoo
enabled widget
Widgets may contain stock data
It might also carry digital ads
It allows the internet user to have
hi/her attention re-directed to the
Widget whilst …
Watching an internet movie stream

4. What’s going on NOW?
What is for offer & what is the level of demand?
What programs are internet users searching for when it
comes to Internet TV?
What are they clicking on?
What did 25 Million Internet users do in Key Markets Globally
… yesterday?
IPTV: Are we ahead of the demand curve or simply behind
the broadband infrastructure to make Internet TV a serious
thereat to good old antennae TV?

5. Interactivity & Accountability
A.A.A
ONLINE TV OFFERS:
Accessibility – 24/7 via the web instead of speaking with a call center
Ability to Respond – try clicking on a Street banner for more information
Accountability – Track each campaign, optimize it and hit those KPIs
1. Why not allocate more of your marketing spend from 5% to perhaps … 5.5%
2. Your offline marketing spend does not give you a AAA best practice benchmark
3. Manage your total costs wisely, use a Data partner like Hitwise!
A Business Case for doing more Online
Marketing/Selling

6. Some Examples
Emerging Players – Niche Audience ATM
TVB in HK – evolves with its audience

7. Some Insights are available
Hitwise can give us an idea of …
What Keywords internet users typed
Which search engines they used
Where were they browsing about before & after a site like Hulu, FlipTube or TBV
online
What socio demographic segment of the population ends on the above sites
Where they live in some cases, how much they earn, what they consume & much
more
Hitwise tracks all of the above so you the Smarter Marketer can capture the
Attention of that Internet TV User’s attention & Monetise from it!
& Finally are Widgets, Contextual Banners or Subsription Revenue best?

8. Secret Sauce
How We Do It
Partnerships with multiple ISPs to cost
effectively monitor more people as they visit more
online businesses – every day
25 million Internet users (5 million in SG & HK)
– the largest sample measured daily
1,000,000+ online businesses
160+ industry categories
Home, work and education usage
Methodology and privacy audited by
PricewaterhouseCoopers

9. Unique Insight into 25M Internet Users
HITWISE
Network Centric
Site Centric
Panel Centric
• Monitors traffic to a specific
• Panel of 5,000 – 2mm users
• site
• Information on top sites only
• Extensive marketing &
• Samples 25,000,000 users • technical performance
• Primarily used for advertising
worldwide • information
• decisions
• Data on 1,100,000+ sites.
• No comparative data
• Report monthly
• Identifies Competitor’s
• Report daily, sometimes
Strengths, Weaknesses,
• hourly
Opportunities & Threats
• Looks at best practice for new
customer & retaining existing √ Hitwise adds context
√ Hitwise adds breadth,
ones. and perspective
depth and timeliness

10. Well Established Online Currency

11. Case Study

12. Competing for Attention
1. How are they growing in relation to
the Entertainment Vertical – being
TV & Attention competitors
2. What about in the context of every
single internet user out there at the
Country Level?
3. Let’s Asses some: Visits, Pages &
Session Duration

13. Where were they BEFORE Hulu.com

14. Where were they AFTER Hulu.com

15. Identify Advertisers – Offer Value Proposition

16. Some Leads in Apparel/Accessories

17. The Evolution of TV

18. The Evolution of TV

19. Search Traffic to the TV Vertical

20. Paid/Organic Traffic to a Website

21. Sites that got “Family Guy”

22. Lifestyle
• Lifestyle Demographic (AU,
US, UK Only)
• Partnership with Mosaic via
Experian, our Parent company
• In Australia for e.g. we have
data on 500,000 segmented
users over 85 Demographic
Variables
• Business Solutions
• Mosaic extracts Data form 200
• Who is in your competitor’s
Sources including ABS &
demographic?
Census
• Find where does your • Where does that
competitor Target Demographic Demographic go online
go online
• Identify & the sites they
“hang out on
hang out”

23. Socio Demographics

24. Shopping Propensity

25. Now you know.