Future of Interactive TV  Björn Joos - Prophets
So far, TV has gone through an evolution
Recently, TV has partnered with online devices for SOCIAL               and REALTIME experiences
We make our TV’s SMARTER by adding set-top boxes
But this evolution has reached his limits, we are facing a        revolution – SMART TV / CONNECTED TV
The operating system moves from outside the TV,                to inside the TV
content & applications                       tv everywhere                      personalisation                           ...
Real time apps /content linked to TV programs
Real time apps /content linked to TV commercials
Walled gardens will be torn down move towards an open environment video on demand new content providers – vertical inte...
Now it’s personal - content streams based on algorithms provided by     personal viewing behavior, friends and likeminded ...
The more TV gets personal                 The more TV will become socialThe viewer paradox
+ 192.168.1.50 +      TV was a social mediumTV will again become a social medium
+ 192.168.1.50 @ddress                                       +Taking it one step further…
Step1: traditional broadcasting + online extensionsconversational advertising: commercials ignite the conversation
Step2: traditional broadcasting + online extensionstransactional advertising: commercials ignite T-commerce
Step3: Video on demand + targeted advertisingEndorsed selling: Amazon VOD + online offers
Step4: online broadcasting + targeted advertisingaggregators offer ads linked to viewing / surfing behavior
Cost of commercials       Cost of commercials       based on expectations   Based on effective viewing or           (audim...
Exciting times!Finally we will be able to connect the emotion of TV-advertising              to the metrics of internet ad...
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
Future Of Interactive TV
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Future Of Interactive TV

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A prophets view on the nearby future of TV: connected TV. How television becomes smart and connected by adding computer & internet features. Presentation by Björn Joos, partner at prophets.

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Future Of Interactive TV

  1. 1. Future of Interactive TV Björn Joos - Prophets
  2. 2. So far, TV has gone through an evolution
  3. 3. Recently, TV has partnered with online devices for SOCIAL and REALTIME experiences
  4. 4. We make our TV’s SMARTER by adding set-top boxes
  5. 5. But this evolution has reached his limits, we are facing a revolution – SMART TV / CONNECTED TV
  6. 6. The operating system moves from outside the TV, to inside the TV
  7. 7. content & applications tv everywhere personalisation social advertising & t-commerceWhat difference will it make?
  8. 8. Real time apps /content linked to TV programs
  9. 9. Real time apps /content linked to TV commercials
  10. 10. Walled gardens will be torn down move towards an open environment video on demand new content providers – vertical integration
  11. 11. Now it’s personal - content streams based on algorithms provided by personal viewing behavior, friends and likeminded people
  12. 12. The more TV gets personal The more TV will become socialThe viewer paradox
  13. 13. + 192.168.1.50 + TV was a social mediumTV will again become a social medium
  14. 14. + 192.168.1.50 @ddress +Taking it one step further…
  15. 15. Step1: traditional broadcasting + online extensionsconversational advertising: commercials ignite the conversation
  16. 16. Step2: traditional broadcasting + online extensionstransactional advertising: commercials ignite T-commerce
  17. 17. Step3: Video on demand + targeted advertisingEndorsed selling: Amazon VOD + online offers
  18. 18. Step4: online broadcasting + targeted advertisingaggregators offer ads linked to viewing / surfing behavior
  19. 19. Cost of commercials Cost of commercials based on expectations Based on effective viewing or (audimetrie) action (CPM / CPC / CPL / CPA)Redefining cost-models
  20. 20. Exciting times!Finally we will be able to connect the emotion of TV-advertising to the metrics of internet advertising

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