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Screen convergenceAgencyside 2011<br />Andrew Bagley<br />Dir. of Emerging Media & Client Strategy<br />April 29, 2011<br />
1940<br />2010<br />
Evening News Viewership Over Time <br />Viewers in Millions<br />Nielsen Media Research<br />
Time Spent vs. Ad spend<br />SOURCES: Forrester, 2009; ZenithOptimedia, 2009<br />
Ifthese days are over.<br />What’s Next.<br />
Computer/ Laptop<br />TV<br />Gaming<br />Car/<br />Navigation<br />Out of Home<br />Mobile/ Tablet<br />
Computer/ Laptop<br />Mobile/ Tablet<br />Out of Home<br />TV<br />
Out of home<br />Screen convergence<br />
Out of Home<br />Screen size (7”-100’)<br />Targeting<br />Right time right place <br />Audience	<br />Captive<br />Group ...
14 | <br />DOOH | Budget Projections<br />Source: AdCentricity 2011<br />
Out of Home :: Auto Apps<br />
Out of Home<br />
Out of Home<br />Air Traveler<br />Fitness<br />Point of Sale<br />Auto<br />
Out of Home<br />Video<br />Gesture recognition<br />Augmented reality<br />Holograms<br />3D<br />Audio<br />Wifi / Bluet...
Out of Home :: In Venue Sports Advertising<br />25866<br />Short Code<br />
Out of Home :: Keys to Success<br />25866<br />Short Code<br />Contextual <br />Relevance<br />
TV<br />Screen convergence<br />
Emerging Opportunities | Traditional Media<br />Consumers perception of TV vs. Online video<br />Source: Nielsen online Ju...
TV<br />Screen size (7”-100”)<br />Targeting<br />Demographics based on TV show audience data<br />Contextual, through rel...
TV:: TiVo<br />40%<br />of US households have a DVR<br />Source: Leichtman Research Group Inc., Sep 2010<br />
TV :: TiVo<br />
TV :: HDTV<br />
TV :: HDTV<br />
TV :: HDTV<br />
TV :: DVR<br />53%+<br />40%+<br />42%+<br />SMARTPHONES<br />DVR<br />HDTV<br />
TV :: DVR<br />53%+<br />40%+<br />42%+<br />SMARTPHONES<br />DVR<br />HDTV<br /><ul><li>Multi-tasking
Time shifting</li></li></ul><li>TV :: DVR<br />53%+<br />40%+<br />42%+<br />SMARTPHONES<br />DVR<br />HDTV<br /><ul><li>M...
Time shifting
Affluence</li></li></ul><li>TV :: Internet<br />TV Connected to the Internet - June 2010<br />1% Do not know<br />26%<br /...
TV :: Google TV<br />TV meets WEB | AdWords meets TV<br />
TV :: UX<br />
TV :: UX<br />
TV :: Google TV<br />Apps. On your TV<br />
TV :: Google TV<br />Targeting <br /><ul><li>Demographic
Keywords/Themes
Specific Programs
Dayparting</li></ul>5 second rule<br />
Computer/laptop<br />Screen convergence<br />
Emerging Opportunities | Traditional Media<br />Source – eMarketer May 2010<br />
Computer/Laptop<br />Screen size (13”-27”)<br />Targeting<br />Geographic, Demographic and Contextual<br />Audience	<br />...
Source: http://www.viralblog.com/research/youtube-statistics/<br />2 Billion videos<br />are watched on YouTube every day<...
TrueView<br />Only pay if people click or watch atleast 30 seconds<br />CPV<br />
YouTube Annotations :: External Links<br />
Mobile/tablet<br />Screen convergence<br />
Mobile Tablet<br />Screen size (3”-11”)<br />Targeting<br />Mobile phone number<br />Current geo location (even if they ar...
Mobile/Tablet :: iAd<br />iAd<br />Download Apps<br />Watch Videos<br />Play Games<br />
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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.

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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&apos;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 &gt; 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&amp;utm_medium=feed&amp;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 &gt; Movie…Choose if you want it to play automatically or when clicked
  • Transcript of "BITB -- Screen Convergence"

    1. 1. Screen convergenceAgencyside 2011<br />Andrew Bagley<br />Dir. of Emerging Media & Client Strategy<br />April 29, 2011<br />
    2. 2. 1940<br />2010<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6. Evening News Viewership Over Time <br />Viewers in Millions<br />Nielsen Media Research<br />
    7. 7. Time Spent vs. Ad spend<br />SOURCES: Forrester, 2009; ZenithOptimedia, 2009<br />
    8. 8. Ifthese days are over.<br />What’s Next.<br />
    9. 9. Computer/ Laptop<br />TV<br />Gaming<br />Car/<br />Navigation<br />Out of Home<br />Mobile/ Tablet<br />
    10. 10.
    11. 11. Computer/ Laptop<br />Mobile/ Tablet<br />Out of Home<br />TV<br />
    12. 12. Out of home<br />Screen convergence<br />
    13. 13. Out of Home<br />Screen size (7”-100’)<br />Targeting<br />Right time right place <br />Audience <br />Captive<br />Group experience<br />Limitation<br /> Interactivity<br />Ad units<br />Movie Screen advertising<br />Taxi cab TV<br />In-flight commercials<br />In-Store digital displays<br />Navigation systems<br />Sports arena mega screens<br />Out of Home<br />
    14. 14. 14 | <br />DOOH | Budget Projections<br />Source: AdCentricity 2011<br />
    15. 15. Out of Home :: Auto Apps<br />
    16. 16. Out of Home<br />
    17. 17. Out of Home<br />Air Traveler<br />Fitness<br />Point of Sale<br />Auto<br />
    18. 18. Out of Home<br />Video<br />Gesture recognition<br />Augmented reality<br />Holograms<br />3D<br />Audio<br />Wifi / Bluetooth / SMS<br />Touchscreens<br />
    19. 19. Out of Home :: In Venue Sports Advertising<br />25866<br />Short Code<br />
    20. 20. Out of Home :: Keys to Success<br />25866<br />Short Code<br />Contextual <br />Relevance<br />
    21. 21. TV<br />Screen convergence<br />
    22. 22. Emerging Opportunities | Traditional Media<br />Consumers perception of TV vs. Online video<br />Source: Nielsen online July 2009<br />
    23. 23. TV<br />Screen size (7”-100”)<br />Targeting<br />Demographics based on TV show audience data<br />Contextual, through relevant product placement<br />Audience <br />Small familial groups <br />Passive<br />Limitation<br /> Limited interactivity, UI constrained by remote (likely to change when mobile phone apps replace remotes)<br />Ad units<br />Google TV remnant<br />TiVo, Dish and DirectTV interactive spots<br />Product placements & sponsorships<br />Video podcasts<br />TV<br />
    24. 24. TV:: TiVo<br />40%<br />of US households have a DVR<br />Source: Leichtman Research Group Inc., Sep 2010<br />
    25. 25. TV :: TiVo<br />
    26. 26. TV :: HDTV<br />
    27. 27. TV :: HDTV<br />
    28. 28. TV :: HDTV<br />
    29. 29. TV :: DVR<br />53%+<br />40%+<br />42%+<br />SMARTPHONES<br />DVR<br />HDTV<br />
    30. 30. TV :: DVR<br />53%+<br />40%+<br />42%+<br />SMARTPHONES<br />DVR<br />HDTV<br /><ul><li>Multi-tasking
    31. 31. Time shifting</li></li></ul><li>TV :: DVR<br />53%+<br />40%+<br />42%+<br />SMARTPHONES<br />DVR<br />HDTV<br /><ul><li>Multi-tasking
    32. 32. Time shifting
    33. 33. Affluence</li></li></ul><li>TV :: Internet<br />TV Connected to the Internet - June 2010<br />1% Do not know<br />26%<br />No but would like it to be<br />50%<br />No<br />23%<br />Yes<br />
    34. 34. TV :: Google TV<br />TV meets WEB | AdWords meets TV<br />
    35. 35. TV :: UX<br />
    36. 36. TV :: UX<br />
    37. 37. TV :: Google TV<br />Apps. On your TV<br />
    38. 38.
    39. 39. TV :: Google TV<br />Targeting <br /><ul><li>Demographic
    40. 40. Keywords/Themes
    41. 41. Specific Programs
    42. 42. Dayparting</li></ul>5 second rule<br />
    43. 43. Computer/laptop<br />Screen convergence<br />
    44. 44. Emerging Opportunities | Traditional Media<br />Source – eMarketer May 2010<br />
    45. 45. Computer/Laptop<br />Screen size (13”-27”)<br />Targeting<br />Geographic, Demographic and Contextual<br />Audience <br />Individual<br />Limitations<br />Emerging players – YouTube, Hulu, ABC.com, NBC.com, CBS.com, Fox.com, BrightRoll<br />Ad units<br />Prerolls and interstitials<br />Promoted videos<br />Sponsored videos<br />Computer/ Laptop<br />
    46. 46. Source: http://www.viralblog.com/research/youtube-statistics/<br />2 Billion videos<br />are watched on YouTube every day<br />42 | <br /> Nearly double theprime-time audience of all 3 major U.S. TV networks combined<br />
    47. 47. TrueView<br />Only pay if people click or watch atleast 30 seconds<br />CPV<br />
    48. 48. YouTube Annotations :: External Links<br />
    49. 49. Mobile/tablet<br />Screen convergence<br />
    50. 50. Mobile Tablet<br />Screen size (3”-11”)<br />Targeting<br />Mobile phone number<br />Current geo location (even if they are on the go)<br />Audience <br />Individual<br />Limitation<br />Emerging players – admob, brightroll, YouTube, simulcasting<br />Ad units<br />Prerolls and interstitials<br />Promoted videos<br />In app videos<br />Simulcasted content<br />Mobile/ Tablet<br />
    51. 51. Mobile/Tablet :: iAd<br />iAd<br />Download Apps<br />Watch Videos<br />Play Games<br />
    52. 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. <br />
    53. 53. Mobile/Tablet :: Simulcasting<br />58% watch TV while Simultaneously using Internet at least 1X/month - Nielsen<br />
    54. 54. Andrew Bagley | Screen Convergence<br />Screen Convergence<br />1 website many Presentation Layers<br />Website<br />TV<br />Mobile<br />Tablet<br />POS can be interactive with DOOH and Apps<br />Apps for Mobile/TV/Auto<br />Hold Traditional ad buys to Digital standards<br />Analytics<br />Feedback mechanism<br />Cost/View (TrueView)<br />50 | <br />
    55. 55. THANK YOU.<br />Andrew Bagley<br />Dir. Of Emerging Media & Client Strategy<br />abagley@sitewire.com<br />sitewire.com<br />@sitewireagency<br />facebook.com/sitewire<br />youtube.com/sitewire<br />
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