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Smart TV Ads: The Next Network
The document discusses the rapid growth and market penetration of smart TVs, highlighting key statistics such as 74 million shipments and a 75% connection rate in North America. It also addresses privacy concerns involving data collection practices, particularly regarding Vizio, which has since updated its software to improve user consent. Overall, smart TVs present significant opportunities for dynamic advertising and real-time data analysis as privacy issues appear to be resolving.
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Smart TV Ads: The Next Network
- 1. March 20, 2017 SmartTV Opportunity Bright Shiny Objects
- 2. + 74 millionSmart TV’s shipped in NA + 75% are connected + 10 million new sets in Q4 2016 + Samsung & Vizio dominate Smart TV Penetration 11% 4% 6% 9% 29% 41%
- 3. + Vizio haslead the issue as they were the first to “free the data” + Flurry of class action lawsuits and FTC complaint + FTC complaint resolved in February + Revised disclosure on data collection and sharing practices and guidelines for the entire industry + Vizio software updated, data collection is default off and only collect if user agrees…about 60% agree to terms + California consumer class action continues but only Vizio and not third parties + This issue looks like it behind us Privacy Update.
- 4. Smarter TVs –Multiple Sources Of Value 016 INSCAPE. Proprietary & Confidential. Broadcast & Cable Networks Local Broadcast Stations Ads OTT Content Inscape™ Ingest System Analytics Targeting Measurement 6m+ Inscape TVs Second by Second Content & Advertising Daily/Hourly Data Delivery Real Time Event Triggers
- 5. 9% 7% 3% 13% 6% 62% + 90% ofdumb TV’s usage is TV + 81% of connected Smart TV usage is TV - 9% connected devices - 7% gaming - 3% DVD + The smarter you are the less commercials you watch What Do You Watch When You Are Smart?
- 6. + Apps -YouTube, Netflix, Hulu… + Glass level data capture with IP address - Cross platform attribution - Cross platform optimization - Retargeting + Addressable ad replacement in live linear! + All in “could be” real-time What Is The Opportunity?
- 7. digital synch conquest livetrigger category
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- 11. + How isinventory sourced…business models + How are addressable impressions reconciled against the impressions delivered by the box + How does IP address delivery compare to HH address delivery + Does it actually work + How does this strengthen the programmers insight into viewing data + Can you add voice…what opportunities could that open up + How might South Korean corruption impact this shiny object Considerations.
- 12. + Smart TV’sare quickly scaling + Privacy issues appear to be resolving themselves + Silos breaking down + Ushers in dynamic, real-time opportunities and incredible measurable + Many disruptive consequences for us to shape and embrace Takeaways.
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