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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.

Published in: Business

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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
  • Transcript

    • 1. Screen convergenceAgencyside 2011
      Andrew Bagley
      Dir. of Emerging Media & Client Strategy
      April 29, 2011
    • 2. 1940
      2010
    • 3.
    • 4.
    • 5.
    • 6. Evening News Viewership Over Time
      Viewers in Millions
      Nielsen Media Research
    • 7. Time Spent vs. Ad spend
      SOURCES: Forrester, 2009; ZenithOptimedia, 2009
    • 8. Ifthese days are over.
      What’s Next.
    • 9. Computer/ Laptop
      TV
      Gaming
      Car/
      Navigation
      Out of Home
      Mobile/ Tablet
    • 10.
    • 11. Computer/ Laptop
      Mobile/ Tablet
      Out of Home
      TV
    • 12. Out of home
      Screen convergence
    • 13. 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. 14 |
      DOOH | Budget Projections
      Source: AdCentricity 2011
    • 15. Out of Home :: Auto Apps
    • 16. Out of Home
    • 17. Out of Home
      Air Traveler
      Fitness
      Point of Sale
      Auto
    • 18. Out of Home
      Video
      Gesture recognition
      Augmented reality
      Holograms
      3D
      Audio
      Wifi / Bluetooth / SMS
      Touchscreens
    • 19. Out of Home :: In Venue Sports Advertising
      25866
      Short Code
    • 20. Out of Home :: Keys to Success
      25866
      Short Code
      Contextual
      Relevance
    • 21. TV
      Screen convergence
    • 22. Emerging Opportunities | Traditional Media
      Consumers perception of TV vs. Online video
      Source: Nielsen online July 2009
    • 23. 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
    • 24. TV:: TiVo
      40%
      of US households have a DVR
      Source: Leichtman Research Group Inc., Sep 2010
    • 25. TV :: TiVo
    • 26. TV :: HDTV
    • 27. TV :: HDTV
    • 28. TV :: HDTV
    • 29. TV :: DVR
      53%+
      40%+
      42%+
      SMARTPHONES
      DVR
      HDTV
    • 30. TV :: DVR
      53%+
      40%+
      42%+
      SMARTPHONES
      DVR
      HDTV
      • Multi-tasking
      • 31. Time shifting
    • TV :: DVR
      53%+
      40%+
      42%+
      SMARTPHONES
      DVR
      HDTV
    • 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
    • 34. TV :: Google TV
      TV meets WEB | AdWords meets TV
    • 35. TV :: UX
    • 36. TV :: UX
    • 37. TV :: Google TV
      Apps. On your TV
    • 38.
    • 39. TV :: Google TV
      Targeting
      5 second rule
    • 43. Computer/laptop
      Screen convergence
    • 44. Emerging Opportunities | Traditional Media
      Source – eMarketer May 2010
    • 45. 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
    • 46. 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
    • 47. TrueView
      Only pay if people click or watch atleast 30 seconds
      CPV
    • 48. YouTube Annotations :: External Links
    • 49. Mobile/tablet
      Screen convergence
    • 50. 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
    • 51. Mobile/Tablet :: iAd
      iAd
      Download Apps
      Watch Videos
      Play Games
    • 52. Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time.
    • 53. Mobile/Tablet :: Simulcasting
      58% watch TV while Simultaneously using Internet at least 1X/month - Nielsen
    • 54. 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 |
    • 55. THANK YOU.
      Andrew Bagley
      Dir. Of Emerging Media & Client Strategy
      abagley@sitewire.com
      sitewire.com
      @sitewireagency
      facebook.com/sitewire
      youtube.com/sitewire