BITB -- Screen Convergence
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BITB -- Screen Convergence

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Andrew Bagley's presentation at agencyside's Back in the Back training for agency account teams.

Andrew Bagley's presentation at agencyside's Back in the Back training for agency account teams.

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  • From the 1940’s to Now we’ve gone from 9 channels and brands that succeed had huge budgets and broad appealToday there are over 1300 channels with incredible diversity and anybody can air a commercial (RedHouse furniture)
  • ProblemVariety has splintered viewership so much that it’s difficult to gain critical mass, unless you have the budget to run on primetime,
  • and even if you do have the budget to run on primetime (and I know that some of you do) a large percentage of your target audience is fastforwarding through your commericals
  • In many cased we are seeing a decline in viewership amongst the major networkshttp://www.stateofthemedia.org/2010/network_tv_audience.php
  • MediumHours/Wk%Ad Spend (B)%Television13.536% $ 171.50 42%Internet12.233% $ 54.10 13%Radio6.217% $ 33.60 8%Newspapers3.18% $ 101.90 25%Magazines2.57% $ 45.00 11%37.51 $ 406.10 1Sources: Forrester, 2009; Zenith Optimedia 2009
  • http://www.rmgnetworks.com
  • http://www.imediaconnection.com/content/28902.asp
  • For released SDK for Sync appshttp://www.pcmag.com/article2/0,2817,2370507,00.asphttps://secure.syncmyride.com/Own/Modules/Developer/Subscribe.aspx
  • How many of you have digitalscreens or have the capability to set up digital screens in your retail stores? Are you effectively using them as an alternate revenue stream through ads sales or as a tool to drive more sales?
  • http://www.youtube.com/watch?v=0cKAtz4eKMg
  • Captive Audience – If they don’t act now, they’ll probably be too drunk to remember it tomorrow. By adding an activation mechanism such as SMS or a QR code you can dramatically increase the effectiveness and measurability of your campaigns.Sean – of the people that entered the SMS sweepstakes, how many of them converted to leads for State Farm? Answer 12%
  • http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/07/trustinadvertising0709.pdf
  • How many of you own a DVR?How many of you fastword through commercial more than 50% of the time? How many of you want to pay for commercials that are being fastforwarded?
  • How many of you own an HDTV?
  • How many of you own an HDTV?
  • How many of you own an HDTV?http://www.richardlomeli.com/Site/iLEVEL_files/small%20old%20tv.png
  • How many of you own an HDTV?
  • More than half of US TV households now have a high-definition television and receive HD signalsMore than a third of homes have a digital video recorderThe timeshifting audience increased by 14%, to more than nine anda half hours per month. As timeshifting increases, the rate ofcommercial viewing during playback remains steady. Onaverage, viewers watched 45% of commercials duringhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
  • More than half of US TV households now have a high-definition television and receive HD signalsMore than a third of homes have a digital video recorderThe timeshifting audience increased by 14%, to more than nine anda half hours per month. As timeshifting increases, the rate ofcommercial viewing during playback remains steady. Onaverage, viewers watched 45% of commercials duringhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
  • More than half of US TV households now have a high-definition television and receive HD signalsMore than a third of homes have a digital video recorderThe timeshifting audience increased by 14%, to more than nine anda half hours per month. As timeshifting increases, the rate ofcommercial viewing during playback remains steady. Onaverage, viewers watched 45% of commercials duringhttp://blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011/
  • How many of you have the internet hooked up to your TV?“Nearly a quarter of US internet users have already connected their TVs to the internet and another quarter would like to,” said Paul Verna, eMarketer senior analyst. “That means that if the number of people who wish to connect their TVs did so, the universe of web-enabled TV would be approximately 108 million viewers, using eMarketer’s estimate of 221 million US internet users in 2010. 
  • What looks good on a PC will not necessarily look good on TV and Vice Versa, so you need to be thinking about device detection and presentation layers
  • We’ve been talking about interactive TV for years. Why hasn’t it taken off?Remote = $250
  • ProblemVariety has splintered viewership so much that it’s difficult to gain critical mass, unless you have the budget to run on primetime, and even if you do have the budget to run on primetime a large percentage of your target audience is fastforwarding through your commericals
  • http://psdvibe.com/2009/03/04/design-lab-tv-styled-layout/
  • http://psdvibe.com/2009/03/04/design-lab-tv-styled-layout/
  • $3CPMhttp://psdvibe.com/2009/03/04/design-lab-tv-styled-layout/
  • Apple's new tools to keep people in the app while still showing them advertising—sort of like popover browser windows.
  • For embedded video:Find the link to the youtube video you want to embedGo to http://www.mediaconverter.org/Convert the video to mpeg format and download when the conversion is doneGo to Insert > Movie…Choose if you want it to play automatically or when clicked
  • http://www.briansolis.com/2010/03/the-future-of-broadcast-media-is-social/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Pr20+(Brian+Solis+RSS)The Web is becoming part of us and we’re bringing it to everything we experience in the real world and now, also on TV.Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time. And, that number will only continue to escalate. As such, networks are seeking to capitalize on the social effect. Jon Gibs, a vice president at Nielsen, told the NY Times that he is encouraged by recent Olympic data that shows simultaneous TV-and-Web viewing signaled the growing importance of interactivity to the television experience, “Increased usage of social media is definitely driving the ratingsToday, TVs offer networking capabilities, quite literally. For example, my Samsung TV is connected to my Apple network hub in the living room, which allows it to connect to several social networks including Twitter. While viewing a program, I can view my Twitter stream on screen and also tweet directly from the TV (wish it had a keyboard however.)
  • For embedded video:Find the link to the youtube video you want to embedGo to http://www.mediaconverter.org/Convert the video to mpeg format and download when the conversion is doneGo to Insert > Movie…Choose if you want it to play automatically or when clicked

BITB -- Screen Convergence BITB -- Screen Convergence Presentation Transcript

  • Screen convergenceAgencyside 2011
    Andrew Bagley
    Dir. of Emerging Media & Client Strategy
    April 29, 2011
  • 1940
    2010
  • Evening News Viewership Over Time
    Viewers in Millions
    Nielsen Media Research
  • Time Spent vs. Ad spend
    SOURCES: Forrester, 2009; ZenithOptimedia, 2009
  • Ifthese days are over.
    What’s Next.
  • Computer/ Laptop
    TV
    Gaming
    Car/
    Navigation
    Out of Home
    Mobile/ Tablet
  • Computer/ Laptop
    Mobile/ Tablet
    Out of Home
    TV
  • Out of home
    Screen convergence
  • Out of Home
    Screen size (7”-100’)
    Targeting
    Right time right place
    Audience
    Captive
    Group experience
    Limitation
    Interactivity
    Ad units
    Movie Screen advertising
    Taxi cab TV
    In-flight commercials
    In-Store digital displays
    Navigation systems
    Sports arena mega screens
    Out of Home
  • 14 |
    DOOH | Budget Projections
    Source: AdCentricity 2011
  • Out of Home :: Auto Apps
  • Out of Home
  • Out of Home
    Air Traveler
    Fitness
    Point of Sale
    Auto
  • Out of Home
    Video
    Gesture recognition
    Augmented reality
    Holograms
    3D
    Audio
    Wifi / Bluetooth / SMS
    Touchscreens
  • Out of Home :: In Venue Sports Advertising
    25866
    Short Code
  • Out of Home :: Keys to Success
    25866
    Short Code
    Contextual
    Relevance
  • TV
    Screen convergence
  • Emerging Opportunities | Traditional Media
    Consumers perception of TV vs. Online video
    Source: Nielsen online July 2009
  • TV
    Screen size (7”-100”)
    Targeting
    Demographics based on TV show audience data
    Contextual, through relevant product placement
    Audience
    Small familial groups
    Passive
    Limitation
    Limited interactivity, UI constrained by remote (likely to change when mobile phone apps replace remotes)
    Ad units
    Google TV remnant
    TiVo, Dish and DirectTV interactive spots
    Product placements & sponsorships
    Video podcasts
    TV
  • TV:: TiVo
    40%
    of US households have a DVR
    Source: Leichtman Research Group Inc., Sep 2010
  • TV :: TiVo
  • TV :: HDTV
  • TV :: HDTV
  • TV :: HDTV
  • TV :: DVR
    53%+
    40%+
    42%+
    SMARTPHONES
    DVR
    HDTV
  • TV :: DVR
    53%+
    40%+
    42%+
    SMARTPHONES
    DVR
    HDTV
    • Multi-tasking
    • Time shifting
  • TV :: DVR
    53%+
    40%+
    42%+
    SMARTPHONES
    DVR
    HDTV
    • Multi-tasking
    • Time shifting
    • Affluence
  • TV :: Internet
    TV Connected to the Internet - June 2010
    1% Do not know
    26%
    No but would like it to be
    50%
    No
    23%
    Yes
  • TV :: Google TV
    TV meets WEB | AdWords meets TV
  • TV :: UX
  • TV :: UX
  • TV :: Google TV
    Apps. On your TV
  • TV :: Google TV
    Targeting
    • Demographic
    • Keywords/Themes
    • Specific Programs
    • Dayparting
    5 second rule
  • Computer/laptop
    Screen convergence
  • Emerging Opportunities | Traditional Media
    Source – eMarketer May 2010
  • Computer/Laptop
    Screen size (13”-27”)
    Targeting
    Geographic, Demographic and Contextual
    Audience
    Individual
    Limitations
    Emerging players – YouTube, Hulu, ABC.com, NBC.com, CBS.com, Fox.com, BrightRoll
    Ad units
    Prerolls and interstitials
    Promoted videos
    Sponsored videos
    Computer/ Laptop
  • Source: http://www.viralblog.com/research/youtube-statistics/
    2 Billion videos
    are watched on YouTube every day
    42 |
    Nearly double theprime-time audience of all 3 major U.S. TV networks combined
  • TrueView
    Only pay if people click or watch atleast 30 seconds
    CPV
  • YouTube Annotations :: External Links
  • Mobile/tablet
    Screen convergence
  • Mobile Tablet
    Screen size (3”-11”)
    Targeting
    Mobile phone number
    Current geo location (even if they are on the go)
    Audience
    Individual
    Limitation
    Emerging players – admob, brightroll, YouTube, simulcasting
    Ad units
    Prerolls and interstitials
    Promoted videos
    In app videos
    Simulcasted content
    Mobile/ Tablet
  • Mobile/Tablet :: iAd
    iAd
    Download Apps
    Watch Videos
    Play Games
  • Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time.
  • Mobile/Tablet :: Simulcasting
    58% watch TV while Simultaneously using Internet at least 1X/month - Nielsen
  • Andrew Bagley | Screen Convergence
    Screen Convergence
    1 website many Presentation Layers
    Website
    TV
    Mobile
    Tablet
    POS can be interactive with DOOH and Apps
    Apps for Mobile/TV/Auto
    Hold Traditional ad buys to Digital standards
    Analytics
    Feedback mechanism
    Cost/View (TrueView)
    50 |
  • THANK YOU.
    Andrew Bagley
    Dir. Of Emerging Media & Client Strategy
    abagley@sitewire.com
    sitewire.com
    @sitewireagency
    facebook.com/sitewire
    youtube.com/sitewire