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Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
Bi Report On The Future Of Video Content Convergence   Table Of Contents
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Bi Report On The Future Of Video Content Convergence Table Of Contents

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Topical insight for brand owners, content publishers, niche web TV channels on the oppotunities of OTT TV, strategy-to-execution

Topical insight for brand owners, content publishers, niche web TV channels on the oppotunities of OTT TV, strategy-to-execution

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  • 1. TECHNOLOGY The Future of Video Content Convergence Consumer engagement opportunities in multi-platform video and over-the-top TV By Keith Johnson
  • 2. Keith Johnson Keith Johnson uniquely fuses 25-years of blue chip FMCG marketing and brand building expertise across three different market segments (food, drink and mobile phones) with a further 10 years pursuing a portfolio career in the interactive TV business. Keith’s focus is on multichannel, multi-device content convergence from strategy to execution and, with a special interest in brand engagement, he is a strong advocate of ‘over the top marketing’ for brands and content publishers. Copyright © 2010 Business Insights Ltd This Management Report is published by Business Insights Ltd. All rights reserved. Reproduction or redistribution of this Management Report in any form for any purpose is expressly prohibited without the prior consent of Business Insights Ltd. The views expressed in this Management Report are those of the publisher, not of Business Insights. Business Insights Ltd accepts no liability for the accuracy or completeness of the information, advice or comment contained in this Management Report nor for any actions taken in reliance thereon. While information, advice or comment is believed to be correct at the time of publication, no responsibility can be accepted by Business Insights Ltd for its completeness or accuracy. ii
  • 3. Table of Contents The Future of Video Content Convergence Executive summary 12 Situation analysis and market context 12 Multichannel video content delivery 13 Over-the-Top TV 14 Video monetization 15 Brand generated content 16 Chapter 1 Introduction 20 Background 20 Scope of this report 21 Who is this report for? 23 Key definitions 24 Over–the –top TV / Internet TV / Web-to-TV 24 VOD – video on demand 24 DTO – download to own 24 10-foot viewing experience 24 BGC – Brand Generated Content 24 Multichannel content 25 Chapter 2 Situation analysis and market context 28 Summary 28 Introduction 29 The content user, viewer, consumer 30 Towards a more interactive user experience 30 Converging content – a user-driven “triple play” 31 Fixed and mobile broadband Internet – the tipping point for video 32 Time spent on the Internet driven by increasing broadband speeds 32 iii
  • 4. Adoption of Web-to-TV 33 Over-the-Top video is forcing a complete restructuring of today’s online video and TV broadcaster services 35 Mobile broadband uptake 35 Multi-platform media consumption - user segments 37 Connected TV behaviors 37 Online video consumption 39 Online video has been around since 2005 39 Who is paying? 40 Reasons for watching online video 41 Key content genres are driving online video viewing 42 Viewer engagement 42 Consumer platforms for video content 44 Existing distribution routes to market 44 Video software units: DVD and Blu-ray 44 Catch-up TV / iPlayer phenomenon 45 Online video 46 Social networks 47 Mobile apps 48 Emerging distribution routes to market 50 Internet TV / Internet Connected Devices 50 Social TV 53 TV on the PC 53 Mobile Video 53 Digital Out-of-Home 54 Conclusion 56 Content owners, media owners, brands, ad agencies 56 User experience – choice, convenience and control 57 Chapter 3 Multichannel video content delivery 60 Summary 60 Introduction 61 The stakes are high for existing content services operators 62 A game of multichannel video platform (MVP) smoke-and-mirrors 62 Multichannel video delivery chain 63 Video platform providers 65 Brightcove 67 Ooyala 67 Miomni 67 Video asset management 68 Importance of content centralization 68 Importance of metadata 68 Lack of DRM consensus and standards 69 iv
  • 5. Integrated content management 71 Unified asset and content management unlocks key user benefits 71 Interactive services to drive engagement/monetization 71 Converged content becoming a reality 72 Dynamic online video distribution: ad serving and social media 72 Users expect a unified, multichannel experience 74 Will ‘channels’ and ‘channel brands’ be a thing of the past? 74 HD television becomes ubiquitous 75 3D 77 First 3DTVs on sale 77 The 3D cinema experience is new and exciting 79 Chapter 4 Over-the-Top TV 84 Summary 84 Introduction 85 New battlegrounds emerge 86 Managed Internet services should hold their nerve 88 Cutting the cord 89 TV apps 89 User interface and experience 91 Personal screen or shared screen? 91 User experience is everything 92 Rovi 93 Content discovery will be key to a successful user experience 93 ‘Suggested discovery’ 94 Gesture-based controls are coming to TV 95 Broadcasters / Pay TV operators 96 Opportunity for multi-platform content aggregation 96 Hybrid Broadcast Broadband (HBB) standards development 97 Multichannel catch-up TV services 98 Enhanced TV – broadcast interactivity with BBC red button 99 Green button interactivity 100 Broadcast/broadband signal synchronization is a big advantage 100 Sky Green Button and AdSmart 100 Content owners as media owners 101 Independent production companies 102 Sweat the archive 102 Clearances are a potential issue 103 Niche/specific interest content owners 103 Time to take full control of digital distribution 104 Brand owners/advertisers 104 OTT distribution landscape 105 Consumer choice – the race is on to build the most popular service 106 Delivering the Internet isn’t free 106 The net neutrality debate 107 ISPs and telcos are potential OTT gatekeepers 108 v
  • 6. Content commoditization 108 Connected TVs 110 TV manufacturers are actively building OTT propositions 111 Yahoo! Connected TV 113 Google TV 114 Apple TV 115 Connected games consoles 116 Nintendo Wii 116 Kinect for Xbox Live 117 Other connected devices 117 Blu-ray, DVD, PVR players 117 Stand-alone digital video/media players 119 Video aggregators 121 YouTube 122 MSN video 125 Hulu 126 SeeSaw 128 Canvas 128 Telcos, ISPs and IPTV services 130 TV to PC / tablet 131 TV to Mobile 132 Chapter 5 Video monetization 134 Summary 134 Introduction 135 Dimensions and dynamics 136 Who will own the OTT TV customer? 136 Current monetization strategies 137 Ad sales and ad inventory 138 Commercially, content in context is the true king 139 Collaborate for critical mass 140 Real-time analytics drive monetization 140 CIMM – coalition for innovative measurement 141 Monetization strategies 142 Commercial fundamentals 142 Sky – a blueprint for success 142 The hybrid ‘freemium’ business model 143 Emerging opportunities for added value engagement 144 v-commerce 144 Plinking 145 iAndBuy 146 Product placement/embedded advertising 146 Program/channel sponsoring 148 Targeted advertising 148 Live streaming to TV and mobile 150 Mobile advertising - Apple iAds 150 vi
  • 7. Mobile-TV audio triggers 151 Chapter 6 The future of brand generated content 154 Summary 154 Over-the-top marketing will drive brand engagement and ROI in marketing 155 The currency of engagement is ‘attention’ 155 Cost per engagement models will prevail 156 Over-the-top brand engagement – a new marketing discipline 156 Ad agencies need to rethink and not protect an old media model 157 Lack of applied data skills and affinity for the technology are big disconnects for agencies 160 Traditional agency model creates unproductive conflicts 161 Brands as media owners and publishers 161 Brands can also ‘commission’ content from consumers 163 Strategic branded content 163 Strategy before creativity 163 “Online” video has a short shelf life 165 3D video 165 Index 167 vii
  • 8. List of Figures Figure 2.1: Consumer mobile broadband subscribers by region (m), 2008-2014 36 Figure 2.2: Connected TV viewer segmentation 38 Figure 2.3: Active reach of major online catch-up TV services in the UK (% of all Internet users visiting site), 2008-2009 46 Figure 2.4: Global mobile applications downloads (m), 2008-2014 49 Figure 2.5: Global sales of Internet enabled TV sets, 2009-2013 51 Figure 2.6: Digital and static advertising display views and displays by day (% of footfall, average viewing duration) 55 Figure 3.7: Multichannel content (video) delivery chain 65 Figure 3.8: Video platform provider competency comparison 66 Figure 3.9: Global LCD TV shipments (m), 2008-2012 76 Figure 3.10: Global 3DTV shipments (m), 2010-2015 78 Figure 3.11: Number of 3D digital cinema screens globally, 2005-2010 79 Figure 3.12: Consumer responses to 3D in cinemas, UK, 2009 80 Figure 3.13: % of UK viewers watching 3D adverts in the cinema, 2009 81 Figure 4.14: Stakeholder convergence in the OTT video content chain 87 Figure 4.15: Most popular YouTube categories (% of UK users watching on a regular basis), June 2009 123 Figure 4.16: Popularity of YouTube channels in the UK (number of views and subscribers), 2009 124 Figure 4.17: Hulu and YouTube videos viewed online, US, Nov 2009 127 Figure 5.18: Total online TV revenue (£m), UK, 2004-2008 137 Figure 5.19: Methods used by web businesses to price / sell video ad inventory (% of Brightcove clients), Q1 2010 139 Figure 6.20: Over-the-Top marketing – blueprint for brand owners 159 Figure 6.21: The strategic content planning chain 164 viii
  • 9. List of Tables Table 2.1: Typical Internet connection speeds in different regions of the world, 2009 33 Table 2.2 Devices used to watch video (% US population aged 18-34 yrs) 34 Table 2.3 US online video consumption, March 2010 40 Table 2.4: The top reasons for using online video on websites (% of Brightcove customers), Q1 2010 47 Table 2.5: Global mobile applications downloads (m), 2008-2014 49 Table 2.6: Global sales of Internet enabled TV sets, 2009-2013 51 Table 3.7: Global LCD TV shipments, 2008-2012 76 Table 3.8: Global 3DTV shipments, 2010-2015 78 Table 3.9: Number of 3D digital cinema screens globally, 2005-2010 79 Table 4.10: Popularity of YouTube channels in the UK (number of views and subscribers), 2009 125 Table 4.11: Hulu and YouTube videos viewed online, US, Nov 2009 127 Table 5.12: Total online TV revenue (£m), UK, 2004-2008 138 ix

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