The Evolution of the TV - The Information Age

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  • Yes, you can see on Forbes or Nielsen, specially Nielsen is very strong in these area.
    See the link:
    http://www.nielsen.com/us/en/newswire/2013/the-small-screen-captured-big-ad-revenue-in-2012.html
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  • Yes, I agree with you Jorge TV will be Digital in the future. However in my country in Indonesia, Traditional TV is still number one in media penetration for almost all demography criteria especially for moms target and the ads spending still increase by year. I did research on customer experience via shopper science for candy, milk and coffee brand. The result still indicated Traditional TV as their first source of information.

    I do expect the different pattern on consumer journey. But I think the media habit doesn't change as much as I predicted. Do you mind if I see the source of data that you showed on slide 6?
    I would like to do a comparison for the data in my country and see the pattern.

    Thanks Jorge :)
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  • This is interesting presentation. It will change the way we calculate the TV ads in the future. I have a question Jorge. Will Internet TV become the answer for the limited spot issue on Traditional TV?
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The Evolution of the TV - The Information Age

  1. THE EVOLUTION OF TV “THE INFORMATION AGE” Presented by Jorge Teixeira da Silva
  2. IN THE LATEST YEARS, THE TV INDUSTRY IS FACING HUGE CHANGES. 2
  3. THE CONTINUOUS MARKET SHARE EVOLUTION TOWARDS THE CABLE TV … 3
  4. … AND THE TIME CUSTOMERS SPENT ON THE INTERNET, VIEWING AND SHARING INFORMATION. 4
  5. SO THE CURRENT TV MARKET IS SHARED BY TV BROADCASTING, CABLE TV AND INTERNET. 5
  6. 6 TIME 50’S 90’S 2000 BROADCASTING MARKET SHARE + CABLE TV FEW PLAYERS MARKET SHARE HUNDREDS PLAYERS + INTERNET MARKET SHARE THOUSANDS PLAYERS ADVERTISING REVENUE DECREASING REVENUE
  7. IT’S INDISPUTABLE THAT, THE MARKET IS GROWING IN NUMBER OF VIEWERS AND IN NUMBER OF COMPETITORS – “SHARING THE CAKE” 7
  8. HOW TO DIFFERENTIATE? Going on digital and utilizing the internet, has one mean to reach each customer! Better Customer Experience. 8
  9. GO TO THE “INTERNET PLAYGROUND” (COMPETITORS) AND GIVE A BETTER EXPERIENCE AND CONTENT. 9
  10. 10 IT DOESN'T MEANS TO HAVE A WEBPAGE, A PRESENCE IN SOCIAL MEDIA OR DELIVERING WEB CONTENT! IT MEANS BE MORE INVOLVED WITH EACH CUSTOMER.
  11. HOW TO ACHIEVE THAT? Get to know more your audience, each individual and build a good experience. 11
  12. BUILD YOUR BRAND COMMUNITY AND LINK THE INFORMATION WITH SOCIAL NETWORKS – GET SOCIAL ON TV! 12
  13. THE BRAND COMMUNITY WILL BE THE SOCIAL TV. OR HAS MANY DESIGNATED AS THE SECOND SCREEN EXPERIENCE. 13
  14. BUT WHAT IS SOCIAL TV AND THE SECOND SCREEN? USERS INFO TV BROADCAST 14 DIGITAL COMMUNITY TV PUBLISH CONTENT 2º SCREEN SOCIAL MEDIA TV CONTENT SOCIAL TV
  15. IT'S THE CAPABILITY OF VIEWING THE TV BROADCASTING ONLINE … 1 15
  16. … TO NOW THE AUDIENCE AND ADAPT THE CONTENT TO EACH ONE, AND MORE IMPORTANT TO ADVICE AND ALERT FOR RELEVANT CONTENT. 16 2
  17. HAVE A NEW WAY OF PUSHING CONTENT, THRU THE ONLINE AND ALSO THRU SOCIAL MEDIA. 17 3
  18. WHAT TV BROADCASTING COMPANIES, WILL WIN? 18
  19. A NEW REVENUE STREAM (€), THRU THE ONLINE SUBSCRIBERS, THE ONLINE ADVERTISING AND NEW MARKETS (THE ONLINE, HAS NO GEOGRAPHICAL BARRIERS) 19
  20. PROXIMITY OF ONLINE TV WITH THE DIGITAL TV, IN TERMS OF TECHNOLOGY AND USER EXPERIENCE. 20
  21. MITIGATE THE ENTRANCE ON THE MARKET OF NEW COMPETITORS, LIKE APPLE TV, GOOGLE TV, AMAZON TV AND OTHER PLAYERS. 21
  22. PERSONALIZED MARKETING, PUSH INFORMATION TO TV VIEWER, ON CONTENT (TV SHOWS) AND ADS, SO THAT THE PERSON, GETS INFORMATION ON WHAT WILL BE SHOWN ON TV. 22
  23. THE TRADICIONAL TV, CANNOT PERSONALIZE THE CONTENT, SO SOCIAL TV CAN ADD THAT FEATURE OR SEND INFORMATION TO THE PERSON, SO HE CAN SEE ON TV. 23
  24. USE THE SOCIAL NETWORKS, TO ADVERTISE THE TV CONTENT. FOR EXAMPLE A PERSON, COMMUNICATES, THAT HE’S SEEING A TV SHOW 24
  25. ALSO VERY IMPORTANT, CREATE A LOGIC OF GAMIFICATION, GET USERS INVOLVED WITH THE TV SHOWS AND GET FEEDBACK FROM THEM! 25
  26. CREATE A PLAYGROUND WHERE ARTISTS, JOURNALISTS AND OTHER PEOPLE, CAN INTERACT USING SOCIAL NETWORKS INTEGRATED INTO THE SOCIAL TV APP. 26
  27. Process Example 27 SEE WHAT I'M WATCHING ON TV! TV SOCIAL MEDIA USER PROFILE (GROUPS, LIKES, FRIENDS, ETC) MY PREFERENCES PERSONAL DATA CONTENT SUGESTION ² WHAT TO WATCH AND WHEN ² FRIENDS ALSO WATCHED ² NOTIFICATION TO EMAIL ² SUGESTION ON CONTENT ² TV SHOWSRATES & COMMENTS WATCH ON TV DIGITAL COMMUNITY (SOCIAL TV)
  28. Process Example 28 DIGITAL COMMUNITY (SOCIAL TV) E-COMMERCE PERSONALIZED MARKETING MARKETING SUGGESTIONS (CLICK TO ACTION) PARTNERS NETWORK PERSON DATA (NAME & ADDRESS)
  29. ALSO VERY IMPORTANT -THE RESEARCH Understand more the audience, each person and build a central system for research. 29
  30. ALL THE INFORMATION WILL BE COLLECTED AND STORED ON A CENTRAL BI SYSTEM TO ANALYZE EACH SHOW AND UNDERSTAND THE AUDIENCE. 30
  31. 31 INFORMATION FLOW ! CRM  BUSINESS INTELLIGENCE VIEWERS INFORMATION ! SOCIAL TV SOCIAL PROFILING  SOCIAL NETWORKS PUSH CONTENT INFORMATION FEED CUSTOMER SENTIMENT & TAGS  ! SOCIAL ENGAGE
  32. THANK YOU! Jorge Teixeira da Silva (jorge.teixeira.silva.lx@gmail.com).

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