6. The Godfathers
Protect Consumer Revenue - Stay relevant!
Pay TV • Leverage existing user-relationship
• Add features – DVR, HD, VoD
• Use „deep- pockets‟ to buy content rights
exclusively and block competitors
Protect business model – Don‟t be the Music Industry
Broadcast • Leverage ad-sales relationships
TV
• Content sales & licensing opportunities
• Over-The -Top distribution models
• Engage existing communities
7. New Kids On The Block
Opportunity – Return on Infra Investment
ISP / • Leverage Connection. Authentication,
Telcos TV-Everywhere, (Time Warner app)
• Jump ahead of incumbents - features
• Video On Demand
• Exclusive content
8. The Disruptors
Disrupt and de-stabilize
Device & - New living-room revenue opportunities in
CE
advertising, video content and services
- Drive device sales
- Increase relevance and importance of „your‟
brand
20. • 1.45m registered users. Increasing at 12,000 per week
• 773 programs & 20,290 episodes uploaded on Tonton.
Adding over 50 episodes per day
• Average 1.89 ads-viewed per program view
• 27m page views month (all AMSB sites)
• 6 bit-rates per episode
• 145TB per month
21. Pageviews 7th -10th: 1,177,956 CONVERSATION
puts
Facebook Impressions: 1,624,657
CONTENT
Photos/Videos viewed: 360,000 on
Unique Live Streams: 28,136 STEROIDS
23. AN INTELLIGENT PLATFORM:
“It knows you”
RECOMMENDS RECOMMENDS
CONTENT ADVERTISING
Intelligence through 5 User Targeting Factors
• Demographics
• Behavioural
• Contextual
• Location
• Device
24. 1. Tighter targeting leads to higher
campaign effectiveness
Targeting
Assumptions 2. Targeting & measurement will drive
the move to „engagement‟ advertising
models
3. Now we can target the User
(anytime), not the program as a proxy
for the user
4. The above will result in higher
„CPMs‟ or monetisable value of
online TV advertising
25. “Yes, EVERYONE buys into the value of
targeting and measurement, but….”
Targeting
Lessons 1. Tight targeting radically reduces
inventory. If all your clients want the same
target groups then you better have:
• damn good inventory projection tools
• a backup plan to create (buy!) more of the
most desired inventory
2. Clients!!
“I want to target 18-24 “We only do small,
Malay females in Klang guaranteed CPC
Valley…between 11am campaigns…but they
and 6pm. We have to must only appear on the
make a really BIG BANG!” biggest sites!”
26. 3. Beware logic!
• Demographic targeting is one-dimensional
Targeting
• Video viewing is not Search
Lessons
Cont.. • We are EMOTIONAL beings. Traditional
Advertising knows this. Behavioural
targeting is getting more complex –
because it has to
4. Broadcast TV
• „Big-bang‟ theory. It still works, and
advertisers know it
• Inefficiency vs Cross-pollination
• Secondary markets – group/social viewing
