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The New Face of Television

Keynote presentation for EGTA 2014. An overview of challenges facing TV industry in Europe today - from business models, distribution to embracing the

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The New Face of Television

  1. 1© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us THE NEW FACEOF TELEVISION A make-over or reconstruction of an industry in motion. @DeanDonaldson
  2. 2© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 8.7BnConnected devices in 2012 Source: Morgan Stanley / Cisco
  3. 2© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us (Average 10 devices per person on planet!) Source: Morgan Stanley / Cisco 75BnConnected devices by 2020
  4. Multifaceted 3© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us m Adjective: • Having many sides • Having many different aspects or features Progressive Adaptive Dynamic
  5. Experiencing it Live 4© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  6. 5© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us $4M
  7. 100%TV Ads in 5© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  8. 6© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us source: Mashable, USATODAY ~48 million social interactions
  9. 7© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 2015 Global Mobile TV $264m
  10. 8© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us vs 5years ago?
  11. 9© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 5years from now ?
  12. Focus on “video” 10© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  13. 11 OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  14. 14 Average 65 year old Years watching video content during lifetime 12© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  15. whatever whenever wherever c 8M 13© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  16. 14 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  17. 14 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  18. TVE 2014 15© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Largest hindrance to uptake of TV Everywhere Content Rights
  19. XXII Winter Olympics 16© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Reduce Friction Auto Verification capabilities Rights acquisitions negotiations
  20. Facing Facts 17© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Progressive
  21. 18 TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  22. The new broadband population in certain countries prefer PCs over TVs for watching their video content. 19 @DeanDonaldson | http://NothingToHide.Us “ ” © 2013 DeanDonaldson.com | All Rights Reserved
  23. 20 Video is everywhere @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  24. 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  25. 5 years 10 years 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  26. 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  27. 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  28. Internet Traffic will be video by 2014 91% Connected TV (It made up about 40% in 2012!!) 22© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  29. Global Shipments 23© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 900m 172m Source: IDC
  30. Global Shipments 23© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us >1bnmobile devices in 2013 alone that are video enabled PC Shipments DOWN 13.9%! Source: IDC
  31. 28% 24© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us smartphone owners now own a tablet
  32. 24© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 40%all Americans now own a tablet
  33. 50%Tablet users watch video content 25 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  34. Tablets overtake PC 26© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Tablet Other Connected TV SmartPhone PC Christmas 2013
  35. watch & cook 27© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  36. Truly Portable TV 63%tablet video is 
 watched at home 28© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  37. Truly Portable TV 28© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  38. 29© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 9%?!wiping? swiping? What are you
  39. old new media traditional 30 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  40. off onTV | PC lean back | forwards 31© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  41. off onTV | PC lean back | forwards 31© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  42. media 32 mass @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  43. 33 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  44. active engagement 33 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  45. lean back? 34 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  46. lean forwards? 35 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  47. 36© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us social interaction
  48. 37© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us History of Innovation
  49. 38© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  50. 39© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  51. 40© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  52. 41© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  53. 42© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  54. Two Views, One TV 43© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  55. 44© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  56. 44© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 2015 3DTV
  57. © 2012 Digital Generation Inc. All rights reserved. 45© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  58. © 2012 Digital Generation Inc. All rights reserved. 45© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us do you ‘mind’?
  59. 46 Screens are Getting Bigger 4KUltra High Definition (UHD) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  60. 47 16xMore resolution than HDTV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  61. SD 1080p HD 2160p 4K UHD 4320p 8K UHD 8.3 MegaPixels 33.2 MegaPixels 2.1 MegaPixels TV Comparison Guide 48© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  62. 49© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us AUDIO VISUAL 1979 2001 2012 2006
  63. 49© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us AUDIO VISUAL 2014
  64. 4K Public Debut 50© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  65. Most Hi-Tech World Cup 51© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  66. 52© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  67. 52© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  68. 53© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 4K20Mbps streams to R&D
  69. 54© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  70. Most Hi-Def Event? 55© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ULTRA
  71. 56© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  72. 60 FPS HIGH DEFINITION MULTIMEDIA INTERFACE 120p UHDTV replace PAL / NTSC 57© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  73. HVEC (High Efficiency Video Coding) 58© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us H.264 AVC H.265 HEVC MPEG 2 • MPEG 2 = TV vs H.264 = Online • H.265 HEVC = ALL Digital (TV, PC & Mobile) TV Online Digital 8K+4G50% Bit Rate Saving Target 50% Bit Rate Saving Target
  74. ULTRA FEBRUARY 2014 “TV or Live Stream?”Robin Wright – Best Actress in a Drama, Golden Globes 59© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  75. What is TV? 60 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  76. 60 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  77. 60 ...continuous play@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  78. Cloud content synced to device Cast Away 61© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  79. Game Consoles DVD DVR Live TV Consumption Shift of 1st Screen 62© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Source: Nielsen Live TV on slow decline DVR significantly increasing Game Console streams overtaking DVD
  80. 21%bought a new TV in the last year Leichtman Research Group 63© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  81. Leichtman Research Group 38%TVs in US homes are now ‘connected’
 (either direct, via BluRay or Game Console) 63© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  82. US Smart vs Connected TV 64© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Smart TV Connected TV 2018 58.2% Connected TV 24% Smart TV 2014 26.4% 12.1% 2x Source: 06/14 eMarketer
  83. Evolution content + apps + ads 65© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  84. 66© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  85. On your television.Apps. smart 67© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  86. Apps 68© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  87. Apps 2011 = 30% 2015 = 90% 68© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  88. 69© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  89. TV change is App-ening! 70© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us “It’s not just part of the show. It is the show. It is not a second-screen experience. It is the experience.”
  90. TV is a geography.A place.A function. It is not just a box in the corner of the room. 71© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  91. Face Forward 72© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Adaptive
  92. 73© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us “The television industry … pretty much undermines innovation in the sector. The only way this is going to change is if you start from scratch, tear up the box, redesign, and get it to the consumer in a way that they want to buy it.” Steve Jobs, All Things Digital Conference, July 2010
  93. 74© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Per year, cable channels the average US home receives: 130
  94. 74© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Per year, cable channels the average US home watches: 18
  95. 74© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us of available channels are never actually watched...86% Channel Surfing is DEAD!
  96. D per month for huge waste = consumers are‘cord-cutting’£75 75© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  97. 5:09 Average EU Consumer 76© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  98. Average Digital Native 18-24 3:300:49 web | 0:20 mobile ‘cord-shavers’ vs‘cord-nevers’ 76© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  99. TV 76© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  100. Modern Family Viewing ABC Q4 2011 • 95% watch DVR content within 3 days to keep in sync • Online viewing is 3x due to missed not free content 77© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  101. Leichtman Research Group / Deloitte 10%nowwatchvideoonlineweekly 78© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  102. Leichtman Research Group / Deloitte 9%cuttheircablesubscription 78© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  103. Free-to-view International TV Org, 2010 Over-The-Top (OTT) The delivery of video, via the internet, directly to user(s) connected devices. ADVERTISING IS THE ONLY ANSWER 79© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  104. MOBILE OPERATOR NETWORKS 1 2 D I R E C T 80© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  105. MOBILE OPERATOR NETWORKS 1 2 D I R E C T Cost Speed Complexity Flexibility ALWAYS ON 80© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  106. MOBILE OPERATOR NETWORKS 1 2 D I R E C T TRUE Rich Media Experience Data Plans 80© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  107. 2Mbs 81© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  108. 100MbsDownload a HD movie in under 5 mins!! 81© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  109. 1 2 W E B T V O N L I N E V I D E O IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK Terrestrial / Cable Satellite / Internet 82© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  110. 1 2 Closed Controlled Proprietary Content PREMIUM W E B T V O N L I N E V I D E O IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK Terrestrial / Cable Satellite / Internet 82© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  111. 1 2 W E B T V O N L I N E V I D E O IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK Terrestrial / Cable Satellite / Internet Disruptive Original Programming $M’s Unbundle TVE 82© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  112. 1 2 Exceed Existing Deals Distribution Rights Money Upfront 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  113. 1 2 Exceed Existing Deals Distribution Rights Money Upfront Solid User Base Own Infrastructure Quad-play Deals 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  114. 1 2 Exceed Existing Deals Distribution Rights Money Upfront Solid User Base Own Infrastructure Quad-play Deals LOCK via OS iTV 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  115. 1 2 Exceed Existing Deals Distribution Rights Money Upfront Solid User Base Own Infrastructure Quad-play Deals LOCK via OS iTV 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  116. Cloud-based TV Service 84© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  117. Cloud-based TV Service 84© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Can Sony’s Virtual Cable Service succeed where Intel failed? END!!
  118. Cloud-based TV Service 84© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Can Sony’s Virtual Cable Service succeed where Intel failed?
  119. Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users 85© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  120. Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users 85© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  121. Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users 85© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  122. STREAMING ON A DEVICE NEAR YOU Co-financing High Profile Shows 86© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  123. S The S-Curve of Inventory Direct Buy UpfrontPrivate Marketplace, RON Exchange / Network Buy Short Form Long Form Non-PremiumPremium Shortage(Inventory)Surplus $$$$$$$ $$$ 87© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  124. 2014: TVE to add $10Bn pa Advertising NA revenues (content owners) SUBSCRIPTION $85Bn ADVERTISING $80Bn SUBSCRIPTION $1.7Bn ADVERTISING $10Bn SUBSCRIPTION $?? ADVERTISING $3.1Bn Traditional TV TVE Online Video 88© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  125. TV Advertising TV Subscription TVE MultiChannel 11.3 107.4 Effect of TV Everywhere (TVE) in US $BN 140 5.3 95.5 10480 85 • TV advertising will grow by $12BN annually Needham • Subscription rises 3-5% pa + additional 1-3% via TVE 54% 46% 48.5% 51.5% 89© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  126. 85%Interested in Ad Opportunities Leichtman Research Group Connected TV 90© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  127. Face Off 91© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Dynamic
  128. the revolution will not be televised 92 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  129. the revolution will not be televised 92 ...it will be social @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  130. 2.7hrssocializing per day x2we spend eating 93 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  131. 94© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us It took 50 years 
 for TV to build the audience social media has in five “ ”
  132. 95 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  133. 96© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 4.75 Bn Items Shared Daily 1.26 Bn Active users 15.8% Time Online
  134. TV x Twitter 97© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  135. TV x Twitter 97© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Mapping the TV Genome
  136. Quality Engagement& 98 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  137. touchpoints99 Saw product on TV Searched online Read reviews Visited shop Ordered on mobile @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  138. TV combined with online's targeting and measurement capabilities. 100 r@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  139. 101© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  140. audience measurement ))) €$£ accurate 102 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  141. The Programmatic 103© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Bottom-Feeder
  142. Allergy Across America 104© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  143. Right Place 105© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Los  Angeles,  CA Sacramento,  CA San  Fran/Oakland Seattle/Tacoma Cleveland,  OH Salt  Lake  City,  UT San  Diego,  CA Phoenix/Tucson Denver,  CO Miami/Ft  Lauderdale Houston,  TX New  York Boston,  MA Portland,  OR Chicago,  IL Atlanta,  GA Orlando,  FL Dallas/Ft  Worth Baltimore/Washington Minneapolis/St  Paul Buffalo/Rochester Albany,  NY Tampa/St  Petersburg Charlotte,  NC Pittsburgh,  PA Philadelphia,  PA Indianapolis,  IN South  Carolina Columbus,  OH Grand  Rapids,  MI Roanoke,  VA Detroit,  MI West  Tex/New  Mex Omaha,  NE Raleigh/Greensboro New  England St.  Louis,  MO Nashville,  TN Kansas  City,  KS Cincinnati/Dayton Richmond/Norfolk New  Orleans/Mobile Milwaukee,  WI Toledo Peoria/Springfield Hartford/Springfield Louisville,  KY Jacksonville,  FL Knoxville Birmingham/Montgom Harrisburg/Scranton Cost-Ineffective Markets Cost-Effective Markets
  144. Right Time 106© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Allergy Season Local Media Fixed Local Media Programmatic National Media Average Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Late Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Early Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
  145. Right Ad 107© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Upfront Programmatic National vs Local
  146. Modern Family Viewing 88%use SmartPhone or Tablet whilst watching TV DAILY 108 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  147. Dual Screen Activities What are Tablet and SmartPhone Users doing whilst watching TV? 109 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  148. 25%Consumers go online after seeing TV ad 110 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  149. 111 280M Second Screen TV Apps downloaded in 2012 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  150. X-Ray Second Screen Content Sync 112© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  151. content recognition automatic ACR 113 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  152. 114© 2013 DeanDonaldson.com | All Rights Reserved
  153. 114© 2013 DeanDonaldson.com | All Rights Reserved
  154. 115© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  155. FingerPrinting: Header additional to file - can be altered if want WaterMarking: Ingested within the file - can’t be removed later Content AA ID ContentID AA-01 AA-02 AA-03 AA-04 BB BB-01 BB-02 00:00 00:04 00:09 00:16 00:22 00:30 00:32 00:44 New Ad New Ad Update Ad Update Ad Update Ad Update Ad Update Ad Update TIMELINE Honda McDonalds Character 1 Character 2 Character 3 Character 4 Happy Meal Big Mac ACR in Practice 116 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  156. 2-way Comms Audio Visual WiFi BlueTooth NFC ? 117 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  157. App + 150k + 100k + 150k + 250k + 50k + 50k + 50k + 50k + 150k 1M+ €$£ 128 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  158. Interact HD Ad Retarget 5% off Retarget 10% off Purchase 129 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  159. 130 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  160. Sales Lift Doubles 131 x2Multiscreen video vs pure TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing Wall Street Journal © 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  161. 132© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  162. Le Fin 133© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  163. Thanks. Your turn @DeanDonaldson 134© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us

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