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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
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% 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
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dcasters
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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
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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
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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
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igital
like d
more

.
words . .
In other
-time
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o’s
d on wh
ase
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l be
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st
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ann
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erent ch
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he numb nations will reac ividual deal
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ind
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n of all
valuatio
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see 'ne
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o prima
ere is n
ats. Th
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r TV any
or linea
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rt

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dve

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rtiser v
rket has
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arkably
been rem
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big 4 US TV networks viewership
100

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72
70

60

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64
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0
2009

2010

2011

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Viewership (indexed)

74
t forever
can't las
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e believ
and w
could be
revenue
ad
grabs"
"up for

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on
li
il
b
$14-25
THAT'S

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R YEAR E
PE
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ior shifts
er behav rtunity
consum
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r, the dig
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ill be eve
w
a
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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
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om the p ill happen
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wth cam ting things w
ro
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oogle’s g
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y te
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nse
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will ge
er brands
Challeng es
are the on
to watch

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ch “big T
mu
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ave
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ot
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OME AN
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ays
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th
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wa
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ngto the lo rvice and m
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ould be y
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ht be Fa
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ER IT IS, E
WHOEV HAT TH
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WE

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ONLINE
BE BUILT
WILL
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If y
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our web
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t
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Sign up
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uthor
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on
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tchlow is thematics, gam edia strategy
ill Cri
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W
mp
m
ma
ential co uilt online.
ms and
ound in
nflu
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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

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The Future of TV

  • 2. 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
  • 4. 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
  • 5. 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
  • 8. 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
  • 9. 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
  • 10. UT THE T ABO UT WHA B a ng si ti er dv ARKET? M
  • 11. 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.
  • 12. to look et starts the mark ...as igital like d more . words . . In other
  • 13. -time Real o’s d on wh ase shown b at moment. l be th verts wil Ad what at g watchin
  • 14. based tionuc A y ords is b AdW st he bigge far t au d. the worl ction in
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. is an open And there ho will stion of w " of que AdWords be the " tising and adver br d to anies an mp tail of co arket-priced. ngto the lo rvice and m le se accessib ill be ds, selfIt w ran maller b s
  • 27. outube. ould be y It c cebook. ht be Fa It mig It could e. eone els be som
  • 28. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 35. 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