This document summarizes a media session on non-linear TV planning. It discusses how non-linear TV is a global expression of the end of media silos, content portability, and opportunities to reach accurate targets across unlimited platforms with reformatted content. It also addresses how social media video usage is growing rapidly, with YouTube accounting for 55% of online video views in Belgium. Non-linear TV allows content to be distributed across multiple screens through convergence. Effective non-linear TV planning requires mastering owned, paid, and organic media.

1. Media Session 08/06/10
« Non-Linear TV-planning: how ? »
Sodehotel La Woluwe Brussels
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

2. Is my Future Job Title
« Content Planner » ?
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

3. Non Linear TV ?
• Nonlinear - A term in regard to editing and storage of audio,
video and other data. Data can be brought up from the media
(such as a CD or computer disk) without having to know
physically where it was entered onto that media.
• Nonlinear Programming - (Nonlinear TV) - (Non-linear, 24-by-
7 Linear Channels) - These are advanced, non-traditional ways
of presenting television programming. In many ways it's the
opposite of appointment-based television (linear TV). Many
consider video on demand and other forms of interactive
TV nonlinear.
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

4. Non Linear TV
is a global expression of …
End of
Media
Silo
Opportunity to:
1. Reach Accurate
Targets
2. On an Unlimited
Numbers of plateforms
3. With a deformated
content
Content
Portability
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

5. Social media usage is exploding,
but video is the real story !
While member communities (like Facebook) have been garnering
impressive audience numbers for the last five years, video audiences have
been growing at meteoric rates
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

6. Youtube = 55%
(source: Comscore Panel – Belgium - 4/10 – Total 15+ - in %)
Google Search
Windows Live Hotmail
FACEBOOK.COM
YOUTUBE.COM*
Windows Live Messenger
MSN
Wikimedia Foundation Sites
Belgacom Group
Microsoft
Google Maps
Telenet Sites
eBay
Yahoo! Sites
Blogger
NETLOG.COM*
Bing
Apple Inc.
Corelio
De Persgroep
Truvo International
SanomaWSOY
VRT Sites
CBS Interactive
BNP Paribas
Kapaza
WordPress
Amazon Sites
0,0 20,0 40,0 60,0 80,0 100,0
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

7. Video is Everywhere …
Kids Young people Mature consumers
User situation
(5-12) (13-27) (+28)
Youtube search or Google search and
Information Google search
social tools social tools
Carrier agnostic social IM & social networks via
Communication E-mail
media laptop and phone
On demand video and
Social worlds and Digital TV and premium
Entertainment video
games via laptop or
on demand
portable device
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

8. Video/Tv Content Evolution
Web on TV
Mobile TV
Content Portability
Tv on Web / Video Viral Video Seed
Streaming Video
Campaign
(I)DTV
Video Channels
Streaming Live TV
+ Social Activity
Trad. TV
Non Linear Content Distribution
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

9. END OF MEDIA SILO
PORTABILITY
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

10. Multiple Screens x
Convergence of Content x
Individual Cast
DOOH Computer
Content
Content: (ID/IP)TV Mobile
• Brands
• Trad. Media
• UGC
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

11. 45% of the Belgian HH are iDTV
… but what about interactivity ?
(Source: Belgacom / JC de Keyser – EGTA April 2010)
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

12. Interactivity – Ever done,
Interested, Non Interested
(Source: Digiscan I / MediaBrands / Sept 2009)
Electronic Program Guide 87 5 7
TV / Films via Personal Video Recorder (PVR) 69 16 14
Shift TV-Review (free) 61 26 13
Search for extra info 54 21 25
Video on demand ($) 46 25 28
Shift TV-Review ($) 31 21 48
Surf optimized TV website 28 26 46
Participate to Contest / Voting (Red Button) 22 25 53
Preview TV Programs ($) 15 17 67
Yes Not Yet No Interested
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

13. “I feel stupid,
and contagious.
Here we are now.
Entertain us.”
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

14. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

15. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

16. Web on TV = Unique Device
One seamless quality experience
Practical Services
Linear broadcasting • Weather
Linear (Video) Radio • Travel
• Lifestyle
• Recipes
• Classifieds
• E-Banking
• E-Shops
TV-guide
Information
Selected relevant video • News
• Video On Demand Personal content • Video News
• Previews Fun
& Sharing • Games
• Catch Up • Photo • Quiz
• Video • Web Video
• Profiles • Music
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

17. 46% of the users would like to combine TV &
Online (14-26 yo: 60%)
29% are frequently online while watching TV
Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009.
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
CONFIDENTIAL
1

18. 43% of Hybrid Web in 2014 (EU)
Source: GfK – Europe / Retail & Technology – What Consumer think about Web/TV? 2009.
Internet@Tv
HD Flats 94% 97%
89%
79%
66%
48% 43%
31% 29%
17% 17%
9% 6% 10%
0% 0% 0% 0% 3%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

19. TV (Content) Live on Web
• Enlarge the
coverage
• Enhance the
experience
• Adress &
Develop a
community
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

20. Google TV- 5/2010
Google a officialisé le projet Google TV qui consiste à proposer
aux fabricants de téléviseurs un système d'exploitation adapté,
basé sur Android et connecté à internet. Avec Google TV, les
fonctionnalités des terminaux internet devraient fusionner avec
nos téléviseurs, d'autant plus que Sony, Intel et Logitech se
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
positionnent comme principaux partenaires du projet.

21. MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

22. Does IPad means
Press & 30’’ death the same day ?
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

23. Who knows the Ipad in Belgium
(Total 18+) ?
(Digiscan II / MediaBrands Belgium / 04/2010)
Yes
46%
No
54%
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
N : 1050

24. Ipad Purchase Intention
Belgian 18+ ?
(Digiscan II / MediaBrands Belgium / 04/2010)
Certainly when
available in
Don't know if
Belgium
purchase or not,
0,9%
hesitation
Already bought,
8,1% ordered via U.S.
0,0%
Interested but wait
before purchase
18,0% No interest
43,6%
Interested but no
purchase
29,4%
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be
N : 1050

25. Why to buy an Ipad ?
(Digiscan II / MediaBrands Belgium / 04/2010)
*
Easy to use 57,5%
8,4%
Internet navigation become easier 54,8%
19,8%
All in one, many applications which I use at the… 50,1%
19,5%
The size of the tablet (big size, visual comfort) 48,9%
*
16,8%
* 43,4%
Possibility of sending e-mails 8,2%
Finally the IT tool becomes accessible and easy to use 39,8%
7,2%
Possibility of managing my photos / videos 34,7%
3,0%
Possibility of reading electronic books 30,5%
6,6%
Allows to listen to music 26,5%
1,4%
Allows to Consult my profiles on the social networks… 18,0% Total positions
3,6%
Allows to play 13,3% Top 1 position
0,0%
A magic and revolutionary product, I must to have it 12,4%
2,4%
I already have an Iphone and this technology is really… 11,8%
3,3%
N : 283 – filter on 3 items : ‘Interest but wait’, ‘certainly when available’ and ‘hesitation’
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

26. 7th June 2010 – Iphone 4
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

27. ADVERTISING ECO SYSTEM MUTATION
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

28. The advertising eco system
has to evolve with the users
Owned Media Paid Media Organic Media
From campaign website From TV, Print, Display From PR and journalists
to multiple channels to content to users and social
and properties distribution sharing
Master all three elements of change to benefit from the full
potential of the new media eco system.
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

29. Exploiting the ‘always on’ users
Reach & Owned Paid Organic
Engagement Media Media Media
Content is on the Uploading to Youtube Few organic views,
Low website/campaign site and buy a bit of search comments and ratings
Viral disimination to all Significant organic views
Campaign site & major video platforms driven by comments,
Medium ”Youtube” channel with some media ratings and some social
support media sharing
Extensive sharing and
Multible channels and Contextual seeding in redistribution of the
High content hubs multible channels content across all
”always on” platforms
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

30. Example Beweb Re-Player
• 23 Belgian Top
Sites
• 6.300.000 Bruto
Contacts (99 GRP)
(Capping 9)
• 737.800 netto
contacts PRP 18-
44 (Belgian)
• 50% of coverage (1
Week)
• Affinity (PRP 18-
44) = 140
• Adapted to TV
spots format
• 60% of full vision
• Effective Score 42
vs 22 (average)
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

31. 35% of the viewers
use the expand format
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

32. TV + Online Video builds brands !
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

33. Video versus display
Clicks x 2.5 !
Source: Adtech – February 2009
Users are many times more likely to engage with content.
This makes video highly cost-effective as an online brand vehicle.
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

34. Video Seeding
From Content + Social …
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

35. … to Youtube Channels
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

36. Video Seeding – Go Viral Example
Branded content Goviral network Distribution partners
0:30 – 10:00min video 18 vertical categories +165mil UU per month
Single/multiple assets +7000 paid publishers in Western Europe in the 13 markets
Customized skin & end screen
Preparation Network Publishers
 Compression of video  Upload of video to Goviral network Receive embed codes
 Creation of different formats  Selection of relevant categories Implement on site
 Embedding of tracking  Application of price per view Tracking and reporting
 Selection of player (standard,  Release for distribution
branded or interactive)  Uploading to all relevant video
destinations
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

37. 2009 Gold Effie Winner US
Whopper Freak Out
• Linkable & Uploadable 8
minutes movie
• 5 M views in streaming
• 14 M views on youtube
• Kick off with Tv campaign
• 100 parodies on youtube
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

38. Non Linear covers all Tasks
E-Acquisition / Promo
• Recruit : E-Prospects / e-Leads / (Loyal) e-Customer /
• People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer
BRAND EQUITY
• Conversion Rate, Repeated Visits, C/Conversion, leads
Engagement
• Let’s live a full Digital (and more) experience
• Brand Ambassador, Advocacy, Story Tellers, Influencers
• Time spent, Dwell (Rate / Time), Virality, Repeated Visits
Brand/Communication Values Building
• Communicate in the most balanced & impressive way
• Customers, (Non) Users, Target Group
• Cov., OTS, Affinity, Context, Impact, Click, Interaction
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

39. MEASUREMENT
&
KPI’S
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

40. What KPI’s Could We Expect ?
Trad. Media Interactivity Social
• Cov. / OTS • Clicks • Share /
• Affinity • Start/Stops Virality
• GRP • Replay • Comments
• (Time • Full View • Favorite
Spent) • Dwell • …
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

41. CIM Metriweb RIA -> Vidéo
Pause
Play
Next
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

42. First Results (Preview)
More on 1st of September
moodio's actions list
Day: 2010-06-01
object action visitors visits actions
video 181 190 679
video pause 59 61 116
video pause BurnoutAfternoon 8 8 35
video pause Groezrock 3 3 6
video pause HalloKosmo 8 9 11
video pause MakingofHumoadvertentie 4 4 7
video pause Sandrine 4 4 8
video play 173 182 453
video play AnsatzDerMaschine 1 1 5
video play Ardentes09 2 2 5
video play BrosellaFolk 4 5 7
video play BrosellaFolkJazz 3 4 5
video play BurnoutAfternoon 14 14 47
video play CapillaFlamenca 5 5 5
video play DezMona 3 3 5
video play Donnacorda 4 5 6
video play Dour2010 10 10 19
video play FestivaldeWallonie2010 5 5 6
video play GetMagicCabaret 8 8 9
video play Groezrock 4 4 17
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

43. Time Spent on Site (Min/Visit)
Time to Market ?
14,0
12,0
10,0
8,0
6,0
4,0
2,0
0,0
PortSearch
Meet
ClubComm
Webmail
HomeGard
BlogsVideo
Radio
Sport
Senior
FamEduc
ShopAuct
Finance
PortHome
Gaming
Gastrono
JobWork
Leisure
Music
TravelRecre
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

44. DIGITAL CENTRIC ?
CONTENT STRATEGY !
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

45. Social
Marketing
Display
Mobile
Digital Linear TV
Out of Home
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

46. Media Agency of the Future
New Job Descriptions ?
• TV Planner > Audiovisual Planner > Content Planner
• Digital Planner > DRM – Digital Relationship Manager
• Research Manager > Targeting and Consumer behavior
data Analyst
• Media Planner > MIM - Marketing Investments Manager
• … what’s next ?
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

47. “It is not the strongest of
the species that survives,
nor the most intelligent
Content vs
that survives.
Support
It is the one that is the
most adaptable to Marketing vs
change.” Communication
C. Darwin (1809 – 1882)
… but still,
Figures &
Feeling
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be

48. Thanks for Listening
(Let’s Talk ;-) … after Didier’s Speech
+ 32 / 496 26 06 88
Messenger: hugues@live
Mail: hugues.rey@mediabrands.be
Blog: www.rey.be
Twitter: huguesrey
Skype: Yugsxiii
Linkedin: http://www.linkedin.com/in/huguesrey
FourSquare: HuguesRey
MEDIA SESSION « Non-Linear TV-planning: how ? » 08/06/10 www.grp.be