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The Future of TV
 

The Future of TV

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Will Critchlow looks at the changing face of TV advertising.

Will Critchlow looks at the changing face of TV advertising.

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The Future of TV The Future of TV Presentation Transcript

  • rTVe tuOF fu THE Golden and The Digital Age of
  • eople love P hing video watc ime Spent Daily T (hh:mm) Video Internet Gaming 00:14 00:13 00:13 00:57 00:58 00:54 05:48 05:52 05:55 2011 2012 2013
  • reasingly at inc lution h reso hig
  • e TV is just But th creen - we another s ything n watch an ca on it tf interne mo ome for TV” s ds have ith their hol dw ort S house ce paire % of U d devi arch rep e se “80 connect igaom re -G
  • e of the And som s are e service onlin y popular reall Net subscriber additions (millions) Netflix Comcast Time Warner 18 16 14 12 10 8 6 4 2 0 -2 -4 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
  • et rn te in e THIS IS th NDLING UNBU
  • ing out .and cutt .. -man iddle the m Cut Here
  • LY GET MAIN IEWERS V m ce oi E ch re o ENIENC E CONV D MOR AN me g the sa hin r all watc same time. nge he ’re no lo ut we hing at t t B
  • dcasters So broa ant e signific fac challenges ging he chan ft ct verage o t of co the impa nd a lo as been casters a y providers. oad There h ole of br n technolog r o
  • UT THE T ABO UT WHA B a ng si ti er dv ARKET? M
  • tionships ers’ rela ant edia buy s import M come les will be Brand Creative Agency Media Buyer Behemoth Integrated Agencies Sales House Do megadeals with Media Owner Content Owner Behemoth Media Companies Contrast this with the complexity and fragmentation of the online advertising value chain.
  • to look et starts the mark ...as igital like d more . words . . In other
  • -time Real o’s d on wh ase shown b at moment. l be th verts wil Ad what at g watchin
  • based tionuc A y ords is b AdW st he bigge far t au d. the worl ction in
  • thmic lgori A e nd devic es a s, servic ach els, show re negotiating e . ann e le erent ch scale wh will be impossib of diff er ha he numb nations will reac ividual deal T ind combi
  • n of all valuatio utral' e see 'ne ry role e will "W o prima ere is n ats. Th dia form me more." r TV any or linea f rt -- MD, a dve po ia IBM re rtiser v
  • rket has TV ad ma t far the So resilien arkably been rem TV ad spend big 4 US TV networks viewership 100 76 80 Spend ($bn) 72 70 60 68 66 40 64 62 20 60 58 0 2009 2010 2011 2012 Viewership (indexed) 74
  • t forever can't las But that e 20-30% of TV e believ and w could be revenue ad grabs" "up for Time Spent Ad spend 80% 70% 60% 50% 40% 30% 20% 10% 0% Offline Online
  • on li il b $14-25 THAT'S IN THE R YEAR E PE S ALON U
  • ior shifts er behav rtunity consum If ital oppo r, the dig furthe n bigger rket globally. ill be eve w a Advert .5tn g is a $0 isin m al Ad Spend Glob illions of $ B 505 500 495 490 485 480 475 470 2011 2012 2013
  • ABOUT E ARE W GREAT NEXT EE THE TO S oo fl ey on fm do DIGITAL TO . business rint om the p ill happen e fr wth cam ting things w ro fts. oogle’s g G Interes oney shi m when TV
  • mma Dile ator’s Innov s classic It’ nd he top e tt lls us tha gher spec. y te n’s theor nsive and hi nse f. Christe t more expe Pro will ge
  • er brands Challeng es are the on to watch V” ch “big T mu n’t done ly adopters. ave le who h ll be the ear Peop wi
  • ot sn li ita EVER, HOW ig d D DRY OME AN H as ren’t yet ds a ing spen l need to be. uild il brand-b nline as they w O effective
  • ture of TV And the fu is not vertising ital ad arily) dig (necess tising eo adver vid ays e new w th tion that like the old mp lazy assu ds will look . the g brands to avoid building bran d ildin We nee of ys of bu wa
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  • outube. ould be y It c cebook. ht be Fa It mig It could e. eone els be som
  • ER IT IS, E WHOEV HAT TH BELIEVE T WE ve ti ea cr CRUCIAL WILL BE d tories an ll s ility to te ople love. e ab pe ularly th partic arketing ... create m
  • ds an br st e RROW'S TOMO gg bi ONLINE BE BUILT WILL
  • d about s excite ou're a If y re, we as we a digital age of golden the to talk want ck erts, che al content site w our web o get ne t s on Sign up ere e studie ur cas tact us h out o or con
  • uthor t the a bou A ic academ s an a d. He ha istille ory; and of D the auction ounders ted f eory and . He has consul e of the on e th d tchlow is thematics, gam edia strategy ill Cri anies, an W mp m ma ential co uilt online. ms and ound in nflu eco backgr b ’s most i nd in tel world w will be kgrou the bac orro s of tom some of essional for and prof et strategy ggest br bi istilled.n tal the @d on digi ritchlow believes ill.c hlow / w c @willcrit
  • istilled out D Ab n, in Londo s ith office ing agency w ch savvy market ting te ive e marke onlin ver sixty egists and creat fo tive a team o gners, strat is a crea apes and We’re stilled Di si ll sh le. nd Seatt s, developers, de businesses of a line world. ka n k lp New Yor tats gee l in the o ing to he e ts, s ork sizes exc nthusias keters w e mar
  • redits C Will Critchlow Founder Cheri Percy Project r Manage Phil Matthew p Nottingham Harriet itchell-Cignmr Video Strategist s M ic Des a e g Cumminor Graph it Copy Ed Volodymyr Kupriyanov lyst Data Ana
  • to you by brought distilled.net
  • Sources Slide 1 Image 1, Image 2 Slide 2 Image, Mark / Nielsen Cross-platform Report Slide 3 Image Slide 4 Image, gigaom research report Slide 5 Image, AllthingsD, Netflix Slide 6 Image Slide 7 Image 1, Image 2, Scissors by Edward Boatman from The Noun Project Slide 9 Image, Business Insider, Mary Meeker Slide 10 Image Slide 11 Image, Arrows Slide 12 Image Slide 13 Image Slide 14 Image, Source Slide 15 Image Slide 16 IBM Report Slide 17 Image, Business Insider Slide 18 Image, Business Insider, proprietary Distilled models Slide 19 Image Slide 20 Image, ZenithOptimedia Slide 21 Image Slide 22 Image, The Innovators Dilemma Slide 23 Image Slide 25 Image Slide 26 Image Slide 27 Image 1, Image 2 Slide 28 Image Slide 29 Image Speech Bubbles