Social Telly: Television & Social Media by Vincent Letang
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Social Telly: Television & Social Media by Vincent Letang

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Slides from Vincent Létang, Senior Analyst, Head of Advertising at Screen Digest from the The Future of TV Advertising: Keeping It Social that took place on Tue 8th Feb during Social Media Week ...

Slides from Vincent Létang, Senior Analyst, Head of Advertising at Screen Digest from the The Future of TV Advertising: Keeping It Social that took place on Tue 8th Feb during Social Media Week London.

For more info on the event:
http://chw.ag/EQx

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Social Telly: Television & Social Media by Vincent Letang Social Telly: Television & Social Media by Vincent Letang Presentation Transcript

  • Social tellyTelevision and social mediaVincent Létang, Senior Analyst,Head of advertisingLondon, February 8, 2011Social Media Week
  • About Screen Digest • Now part of the IHS group. Screen Digest • Market research, online databases, reports, consultancy.Advertising Intelligence • An impressive client list: content providers, technology vendors, investors.Broadband Media IntelligenceCinema IntelligenceGames IntelligenceMobile Media IntelligenceTV Technology IntelligenceTelevision IntelligenceVideo IntelligenceCopyright © 2011 IHS Inc. All Rights Reserved.
  • Television: a social media?Some thoughts (1) • TV advertising is challenged from various sides: outgrown by pay TV revenues globally, and outgrown by online advertising in advanced markets (e.g. UK) • TV broadcasters need to innovate to keep up with advertisers expectations in the digital age (accountability, scalability, interactivity etc) • Television is ‘the’ original social medium (event, community, coffee- machine chat, reality TV voting) • Next step is real-time, many-to-many, monetizable interaction Copyright © 2011 IHS Inc. All Rights Reserved.
  • Television: a social media?Some thoughts (2) • There already are measurable, large scale, return path platforms for social usage: • FB and Twitter on laptops and smartphones (e.g. 2010 election debates) • Tablet PCs will bring that pattern to another level: 8m users by 2014 • Connected TVs will create further scale and new opportunities by bringing social tools/brand into the TV • Addressable linear advertising technologies (DVR-based or IP based) combined with social features generate new marketing opportunities • Addressable TV plans are currently demographics or preference-based • ‘socially-targeted’ ads would increase engagement further • However, telly still has a future as a largely passive, family entertainment ad-funded medium: 2010 was a record year for TV-viewing across Europe Copyright © 2011 IHS Inc. All Rights Reserved.
  • Television: a social media?Some thoughts (3) • A very open and competitive market place • Traditional TV players/brands (channels, programme brands, pay TV providers, EPG operators) fight to maintain the control of how TV gets social (e.g. the ‘anti Google TV’ cartel of virtually all broadcasters in France and the US. • They are already doing well in keeping control of key online VOD rights and monetizing them. • Relaxation of branded content and product placement creates further opportunities • But internet giants see connected TVs as their Trojan Horse into the living room • Consumer electronics manufacturers may have to take sides in that battle Copyright © 2011 IHS Inc. All Rights Reserved.
  • TV advertising: a mature market • Linear TV advertising suffered slow growth in the 2000s • Pay TV has already outgrown advertising as the main form of funding for television • ‘Advanced ‘ TV advertising revenues slow to compensate Television revenues by type, Western Europe (%) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 Pay TV revenues Public funding Advertising revenues Copyright © 2011 IHS Inc. All Rights Reserved.
  • TV advertising: a mature market • Online advertising already bigger than TV (if keeping search in) • (behavioural) targeting, social and video are rejuvenating display since 2010 • Facebook reached approx. $1.5bn in global revenues in 2010 (source GS) Online advertising and TV advertising in the UK (2008-2015, £m) 8,000 7,000 Total internet TV 6,000 5,000 4,000 3,000 2,000 1,000 0 2008 2009 2010 2011 2012 2013 2014 2015 Copyright © 2011 IHS Inc. All Rights Reserved.
  • TV advertising: a mature market • After two horrendous years (2008-2009) and the 2010 ‘mechanical’ rebound, TV ad revenues growth will slow down dramatically again in most marketsEurope’s Big Five Markets: TV NAR 2009-201115% 14.1% 9.6% 8.7%10% 5.3% 5% 1.3% 0%-5%-10%-15%-20%-25% France Germany Italy Spain UK 2008 2009 2010 2011 Copyright © 2011 IHS Inc. All Rights Reserved.
  • ‘Advanced’ TV advertising nowavailable through multiple platforms ‘Advanced’ TV advertising (ATVA) 1. ‘Broadcast’ platforms 2. Online TV 3. Connected TVs Alternative, interactive and/or Alternative, interactive and/or On-demand TV content and alternative addressable forms of advertising in addressable forms of advertising on content, serving platform for ATVA the lean-back ‘telly’ environment lean-forward, personal devices Addressable advertising (IP cloud-based) Built-in open internet TVs Two-way, ‘walled-garden Online TV (ad-funded FVoD) ‘platforms: IPTV, digital cable Mobile TV (apps, players) Connected devices (set- top boxes, game consoles) Broadcast technologies: Digital Signage satellite, terrestrial Red-button interactivity STB-based pushed branded content Addressable advertising (DVR-based)
  • DVRsEurope trails the USPenetration of pay-TV DVRs (2007-2013) 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% USA UK France W. Europe Germany Italy Spain 2007 2009 2013 Copyright © 2011 IHS Inc. All Rights Reserved.
  • Connected TV: Connected devicesto be mass market by 2014 US: active connected EU 3: active connected devices (m) devices (m) 25.0 25.0 90% of all TVs sold in Europe will be 20.0 20.0 connectable by 2014 15.0 15.0 10.0 10.0 5.0 5.0 0.0 0.0 2009 2014 2009 2014 Copyright © 2011 IHS Inc. All Rights Reserved.
  • Tablet users set to reach8.6m by 2014UK: Tablet and iPad users (m) 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 2009 2010 2011 2012 2013 2014 Tablets iPad Copyright © 2011 IHS Inc. All Rights Reserved.