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The New Face of Television
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THE
NEW
FACEOF
TELEVISION
A make-over or
reconstruction of
an industry in motion.
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8.7BnConnected devices in 2012
Source: Morgan Stanley / Cisco
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(Average 10 devices per person on planet!)
Source: Morgan Stanley / Cisco
75BnConnected devices by 2020
- 4. Multifaceted
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m
Adjective:
• Having many sides
• Having many different aspects or features
Progressive
Adaptive
Dynamic
- 7. 100%TV Ads in
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source: Mashable, USATODAY
~48 million
social interactions
- 12. Focus on “video”
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- 13. 11
OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE
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- 14. 14
Average 65 year old
Years watching video
content during lifetime
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- 18. TVE 2014
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Largest hindrance to uptake of TV Everywhere
Content Rights
- 19. XXII Winter Olympics
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Reduce Friction
Auto Verification capabilities
Rights acquisitions negotiations
- 20. Facing Facts
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Progressive
- 22. The new broadband population in
certain countries prefer PCs over TVs
for watching their video content.
19
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“
”
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- 25. 5 years
10 years
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- 28. Internet Traffic will be video by 2014
91%
Connected TV
(It made up about 40% in 2012!!)
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- 29. Global Shipments
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900m
172m Source: IDC
- 30. Global Shipments
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>1bnmobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC
- 33. 50%Tablet users watch video content
25
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- 34. Tablets overtake PC
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Tablet
Other
Connected TV
SmartPhone
PC
Christmas 2013
- 35. watch & cook
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- 36. Truly Portable TV
63%tablet video is
watched at home
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- 37. Truly Portable TV
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- 40. off onTV | PC
lean back | forwards
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- 41. off onTV | PC
lean back | forwards
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- 54. Two Views, One TV
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- 57. © 2012 Digital Generation Inc. All rights reserved.
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- 58. © 2012 Digital Generation Inc. All rights reserved.
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do you ‘mind’?
- 59. 46
Screens are Getting Bigger
4KUltra High Definition (UHD)
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- 61. SD
1080p HD
2160p 4K UHD
4320p 8K UHD
8.3 MegaPixels
33.2 MegaPixels
2.1 MegaPixels
TV Comparison Guide
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- 64. 4K Public Debut
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- 65. Most Hi-Tech World Cup
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- 70. Most Hi-Def Event?
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ULTRA
- 72. 60 FPS
HIGH DEFINITION MULTIMEDIA INTERFACE
120p UHDTV replace PAL / NTSC
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- 73. HVEC (High Efficiency Video Coding)
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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
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- 78. Cloud content synced to device
Cast Away
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- 79. Game Consoles DVD DVR Live TV
Consumption Shift of 1st Screen
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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
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- 81. Leichtman Research Group
38%TVs in US homes are now ‘connected’
(either direct, via BluRay or Game Console)
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- 82. US Smart vs Connected TV
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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
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- 87. Apps 2011 = 30%
2015 = 90%
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- 89. TV change is App-ening!
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“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.
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- 91. Face Forward
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Adaptive
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“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
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Per year, cable channels the
average US home receives: 130
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Per year, cable channels the
average US home watches: 18
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of available channels are
never actually watched...86%
Channel Surfing is
DEAD!
- 96. D
per month for huge waste =
consumers are‘cord-cutting’£75
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- 98. Average Digital Native 18-24
3:300:49 web | 0:20 mobile
‘cord-shavers’ vs‘cord-nevers’
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- 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
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- 101. Leichtman Research Group / Deloitte
10%nowwatchvideoonlineweekly
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- 102. Leichtman Research Group / Deloitte
9%cuttheircablesubscription
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- 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
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- 105. MOBILE
OPERATOR
NETWORKS
1
2
D I R E C T
Cost
Speed
Complexity
Flexibility
ALWAYS ON
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- 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
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- 108. 100MbsDownload a HD movie in under 5 mins!!
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- 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
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- 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
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- 117. Cloud-based TV Service
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Can Sony’s Virtual Cable Service
succeed where Intel failed?
END!!
- 118. Cloud-based TV Service
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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
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- 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
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- 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
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- 122. STREAMING ON A DEVICE NEAR YOU
Co-financing High Profile Shows
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- 123. S
The S-Curve of Inventory
Direct Buy
UpfrontPrivate Marketplace, RON
Exchange / Network Buy
Short Form Long Form
Non-PremiumPremium
Shortage(Inventory)Surplus
$$$$$$$
$$$
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- 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
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- 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%
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- 126. 85%Interested in Ad Opportunities
Leichtman Research Group
Connected TV
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- 127. Face Off
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Dynamic
- 128. the revolution
will not be televised
92
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- 129. the revolution
will not be televised
92
...it will be social
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It took 50 years
for TV to build the
audience social
media has in five
“
”
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4.75 Bn
Items Shared Daily
1.26 Bn
Active users
15.8%
Time Online
- 134. TV x Twitter
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- 135. TV x Twitter
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Mapping the TV Genome
- 137. touchpoints99
Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
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- 138. TV combined with online's targeting and measurement capabilities.
100
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- 143. Right Place
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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
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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
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Upfront
Programmatic
National vs Local
- 146. Modern Family Viewing
88%use SmartPhone or Tablet whilst watching TV
DAILY
108
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- 147. Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?
109
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- 148. 25%Consumers go online after seeing TV ad
110
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- 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
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- 157. App
+ 150k
+ 100k
+ 150k
+ 250k
+ 50k
+ 50k
+ 50k
+ 50k
+ 150k
1M+
€$£
128
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- 160. Sales Lift Doubles
131
x2Multiscreen video vs pure TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal
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- 162. Le Fin
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