Uploaded byLovelace Consulting Limited
How Television Is Changing For Good
The document discusses the transformative changes in television, driven by technology advancements in connected TVs, second screen apps, and social integration. It highlights both the challenges and opportunities for TV makers and service providers, emphasizing the importance of user experience and targeted advertising. Despite these changes, traditional TV viewing habits and advertising models remain robust and will continue to coexist with new innovations.
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How Television Is Changing For Good
- 1. You Say YouWant A Revolution How Television Is Changing For Good Graham Lovelace presentation to September 5, 2012
- 2. Video: Samsung ‘Televisionhas changed, wonder what's next?’ http://youtu.be/Orbzwoc3Xb0
- 3. How TV IsChanging • TV technology trends • Connected TV: From TV makers From service providers • Second screen apps and devices • Social TV, social TV analytics • The drive to make TV more efficient • Does TV as we know it have a future?
- 4. TV Technology Trends TVdisplays that are: • Bigger and thinner
- 5. TV Technology Trends TVdisplays that are: • Bigger and thinner • Sharp
- 6. TV Technology Trends TVdisplays that are: • Bigger and thinner • Sharp, and getting sharper: 4k
- 7. TV Technology Trends TVdisplays that are: • Bigger and thinner • Sharp, and getting sharper: 4k, 8k
- 8. TV Technology Trends TVdisplays that are: • Bigger and thinner • Sharp, and getting sharper: 4k, 8k • Adding depth – 3D
- 9. TV Technology Trends TVdisplays that are: • Bigger and thinner • Sharp, and getting sharper: 4k, 8k • Adding depth – 3D • Able to watch you!
- 10. TV Technology Trends ‘This is all very exciting to the world's biggest advertisers who spend billions on TV advertising but don't know who's in the room when their ads air’
- 11. Connected TV –From TV Makers TV makers’ holy grail: • Recurring revenues beyond low-margin sale • Commercial approaches broadly similar • Underlying technologies vary – fragmented development environment
- 12. Connected TV –From TV Makers Monetisation includes: • Targeted ads: Portal display Recommended apps In-app advertising • Revenue shares: App downloads Video, game rentals
- 13. Connected TV –From TV Makers ‘I found the new Smart Interaction – voice, gesture, and facial recognition – unreliable and awkward …’
- 14. Connected TV –From TV Makers ‘Many of the key apps, including Facebook, Twitter and the web browser, seemed crude and hard to use without a keyboard …’
- 15. Connected TV –From TV Makers ‘There are flashes of a great future merging regular TV and the web on the Samsung Smart TV. But it needs more work’ - Walt Mossberg, WSJ.com
- 16. Quick Take #1 •TV makers are positioning themselves as the new gatekeepers: Sourcing or producing content Selling and serving advertising Gathering relevant viewer data • Laudable strategy, harnessing potential of convergence • But the problem is: TV makers are generally clueless about all of the above And they generally fail to understand the need to provide a TV- quality experience, and managed consumer service
- 17. TV Makers’ HolyGrail • What could possibly go wrong? Consumers buy shiny new internet-enabled TV, but do not connect to internet Consumers connect, but do not use internet functionality • Research by McKinsey (UK and France, n=18,500): Over half of the 10% of homes with smart TVs have never connected them to the internet Just 3% of those owning smart TVs use IP functionality
- 18. Quick Take #2 •TV makers’ ‘smart TV’ risks becoming a dumb idea • Consumers are complaining of a poor user experience: Slow, non-intuitive interfaces and clunky input device Video buffering Non-enticing app stores, app support: New apps not supported by ‘old’ sets (less than 1 year!) New sets not supporting ‘old’ apps (less than 1 year!) Poor, or non-existent customer support
- 19. Quick Take #3 •That does not mean connected TV is doomed to fail • The smarter players are the service providers offering bundled TV and broadband: They have the content They provide the pipe They know what it takes to offer a managed service • They are using a range of devices – including connected displays – to reach connected consumers
- 20. Connected TV –Service Providers
- 21. Connected TV –Service Providers • BSkyB and News Corporation in latest $45m funding round • Roku streaming stick launching this Autumn
- 22. Is Apple AboutTo Make A TV?
- 23. Is Apple AboutTo Make A TV? ‘I'd like to create an integrated television set that is completely easy to use. It will have the simplest user interface you could imagine. I finally cracked it ’ - Steve Jobs
- 24. Is Apple AboutTo Make A TV? ‘This is an area of intense interest for us. We’re going to keep pulling this string and see where it takes us’ - Tim Cook, Apple
- 25. Is Apple AboutTo Make A TV? • Granted US patent for interface design • Integrates broadcast channels with online • Record button – so device will have DVR
- 26. Quick Take #4 •Apple is unlikely to make a connected display: Apple favours a ‘single global product’, TV tech is regionally fragmented Apple would need to negotiate content deals, and permission to do disruptive things with broadcasters’ content, in every major market • Instead it will seek to put an Apple interface on the TV you already own, offering a premium set-top box to service providers • It will also continue to extend the iOS ecosystem to TVs using AirPlay, mirroring iPad and iPhone content on the main screen
- 29. Second Screen • Apps augment TV viewing: Content discovery, participation Input and control • Synchronised with main screen: Active: viewer has to check-in, tag Passive: automatic • Social integration (social TV)
- 30. Second Screen • ExclusiveUK tie-up with ITV: 50,000 tags Britain’s Got Talent final Shazam-enabled Pepsi, Cadbury ads • Exclusive US tie-up with NBC Olympics: >1m tags for additional content Half of users allowed location tracking • Now developing behavioural in-app ad targeting, and TV commerce
- 31. Second Screen • Loyaltyprogramme for TV • Incentivises viewing by awarding points, exchanged for gift cards, tickets,rewards • Latest tie-up: free movies with DirecTV • Social media advice: how to cheat it!
- 32. Quick Take #5 •Second screen apps offer opportunities for: Data capture Interactive advertising, highly targeted TV commerce New metrics, analytics • Potential for disruption: New entrants monetising second screen apps without the involvement of the broadcaster or service provider
- 33. Second Screen ‘Asmuch as Samsung and others have promoted smart TVs the reality is that consumers with tablets think their tablets are even smarter’
- 34. Second Screen •Tablets are displacing PCs, laptops and smartphones • Displacing small TVs • New place scenarios for TV
- 35. Second Screen • EPGwith live social ratings and a connected TV remote • Social networking platform • Infotags created by subtitles: Links to related information Links to TV commerce
- 36. Second Screen ‘zeeboxcreates a direct channel between advertisers and consumers with powerful transactional capabilities. The second screen is entirely free to be commercialised’ - Ernesto Schmitt, zeebox
- 37. Quick Take #6 •Challenges for second screen: Overcoming app overload – too many apps for the same show competing for consumer attention Achieving scale, reaching the masses: Make it essential – the way to vote, play along Make it easy – seamless integration with programming Requires deals with service providers … just as service providers are rolling out their own second screen apps, so expect acquisitions
- 38. Video: Sky ‘Sky+App for iPad’ http://youtu.be/KG5tlvW0f3A
- 39. Social TV • Peopleusing social networks and social apps to: Find, rate, share programmes Chat with friends while watching Participate with programmes • Increasingly integrated with second screen apps • Driven by rapid take-up of tablets and smartphones, and meteoric rise of social networking • TV and social networking: symbiotic relationship
- 40. Quick Take #7 •Social TV generates data which can power: New forms of programme discovery, bypassing operator’s EPG Interactive advertising, highly targeted TV commerce, on the second screen New forms of participation • Can drive tune-in AND keeps viewers watching live • Provides instant feedback for producers and advertisers • Provides new audience insights and some form of engagement/ appreciation metric • At the early stages of understanding social TV behaviours
- 41. Content Genres InfluenceActivity Focus not required HIGH SOCIAL Sports Clearly defined breaks Continuous action Reality/ game shows Sitcoms MID SOCIAL Reality dramas Dramas Action/ crime LOW SOCIAL Focus required
- 43. Social TV Analytics •Quantifying social media commentary mapped to TV programming: Volume (size and share of voice) Sentiment (positive, neutral, negative)
- 44.
- 47. Drive To MakeTV ‘More Efficient’ ‘There’s a ton of waste in television advertising. Advertisers demand that in the 21st Century we leverage the power of targeting that the internet affords us … to deliver their message to exactly the right person’ - Johannes Larcher, Hulu
- 48. Drive To MakeTV ‘More Efficient’ Data-driven demand coming from: Targeted TV advertising Online video advertising • TV platform operators • Content delivery networks • Data analytics providers • Advertising exchanges • Ad tech software vendors • Real-time bidding platforms
- 49. Drive To MakeTV ‘More Efficient’ Data-driven demand coming from: Targeted TV advertising Online video advertising Connected TV
- 50. Drive To MakeTV ‘More Efficient’ ‘Via connected TV platforms we can do sophisticated forms of targeting, from contextual to geo, time-of-day, and IP targeting, areas already more advanced than traditional TV’
- 51. Quick Take #8 •There is huge confusion over traditional TV advertising • Yes, there is scope for innovation: Campaigns integrating social and search Campaigns that extend to second screens • But the traditional TV advertising model is not broken: In many markets it already provides more targeting opportunities than advertisers need or want It is a quick, simple and YES, EFFICIENT way of reaching potential customers within a large mass audience
- 52. The Future OfTV ‘The new technology from TiVo and Replay… will spy on you, destroy prime time and shatter the power of the mass market’ - Michael Lewis, 2000
- 53. UK Television ViewingFirst Half 2012 Amount Change Live broadcast (all channels, average day) 4hrs 1min ↓ 1min Commercial TV viewing (average day) 2hrs 36mins ↑ 1min Timeshifted viewing (all homes) 10% ↑ 1% Timeshifted viewing (DVR homes, 51%) 15.9% ↑ 1.2% (47% recorded viewing is watched same day) Ads watched (normal speed average day) 47 ↑ 1.6% Note: laptop, tablet, smartphone viewing not included, BARB estimates extra 1.2% viewing
- 54. The Future OfTV ‘Contrary to some expectations, technology has not shattered the TV schedule, but rather made it stronger by making it more flexible. Online social networks are likely to enhance the schedule’s appeal, not diminish it’
- 55. The Future OfTV ‘As well as satisfying our needs for entertainment and information, television is a key enabler of another fundamental human need – being social. Television is the original social network’
- 56. The Future OfTV Watching TV is the best way of relaxing at home
- 57. The Future OfTV Watching TV is a good way of bringing the family together
- 58. The Future OfTV Watching with others is more enjoyable than watching alone
- 59. Television Is ChangingFOR GOOD • Technology, and the convergence of broadcast and IP is driving change right across the television industry • It is bringing new ways of finding content, new devices on which to watch it, new ways of making it even more social • The fundamental experience of watching TV, and the reasons why we watch it, is not changing • Neither is the impact and reach of traditional TV advertising • There will be innovation, but we will still be watching spot ads in linear broadcasts for many, many years to come
- 60.