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What’s Up withSocialTV            A Return to      The Family RoomIMEDIA ENTERTAINMENT               SUMMIT             Ju...
INTRODUCING SOCIALTV    For next 15-minutes we’ll cover:    • Definining SocialTV Space    • Influences in SocialTV    • S...
Defining theSocialTV Space
WHERE DOES                                                 IT FIT?                                                 • Start...
CAN WESIMPLIFY ITFURTHER?• Companies that define their focus on SocialTV discovery or companion apps trying to: • Enable a...
BREAKING                              DOWN                              SOCIALTV                              TO ITSSOCIAL...
HOW ABOUT A                                                       DEFINITION                                              ...
SIZE OF THE          PRIZE?          • Gartner: $3            trillion            infotainment            market by 2015 –...
GRATUITOUS                                                                                                                ...
GRATUITOUS                                                                                                                ...
GRATUITOUS                                                                                                                ...
GRATUITOUS                                        10%                                                                     ...
Visual, Motion & Voice Input, Augmented Reality, Info Symmetry           What we want it to beProprietary and Confidential...
Visual, Motion & Voice Input, Augmented Reality, Info Symmetry           What it’s like todayProprietary and Confidential ...
Influences for   SocialTV
DEFINING INFLUENCES ON SOCIALTV           • Adoption of smart phones, tablets and smart TVs           • Mass reach and eng...
INNOVATIONFast, Faster, Fastest Device Adoption   AROUND THE                                        BOX                   ...
CUDDLE                                                                                           UP                       ...
FITS-IN                                                              89%                                                  ...
DEVICE      SocialTV: An Accretive Opportunity   ADOPTION                                           • Just as mobility dro...
SocialTV forEntertainment
REAL, REAL-                                       TIME                                       ANALYTICS                    ...
VISIBLY                  ENGAGED                  AUDIENCES                  GATHERING                  AROUND TV         ...
TV DOLLARS TO               Adjusting to New Currency   DIGITAL DIMES                                           TO MOBILE ...
ARPU=SILVER       Growth in Mobile-Centric Societies                       LINING IN NEW                                  ...
“IT’S LIKE THE         2011 US Ad Spending                                        INTERNET200                             ...
WHAT BRANDS                 Top Internet Ad Categories   EMBRACE THE                                              DIGITAL ...
Engaging the Ecosystem
WHY BIGBRANDS ARESETTING UPSHOP,INVESTING,ACQUIRINGAND COMINGTO THEVALLEY
CURRENT STATE                                                                      Technology                             ...
THE GEEKOSYSTEM             At the center of this thesis             • Sum of parts, not one player             • Defining...
BIG BRANDACQUISITIONEXAMPLES:Walmart: • Kosmix • Grabble • Set Direction • One RiotThe Walt Disney Co: • Playdom • Club Pi...
BIG BRANDINVESTMENTEXAMPLES:PepsiCo and Unilever: • Physic Ventures • YummlyAmerican Express • Establishes $100m   fund fo...
BIG BRANDSSETTING UPSHOP IN THEVALLEY:Anheuser-Busch/InBev • Beer GarageBest BuyProctor & Gamble
A NEW WAY TOLOOK AT MEDIABUYING ANDPARTNERS:SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
CHANGE IS EVENT DRIVENProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Adam Broitman   Adam Burg    Mark Ghuneim       Lori Schwartz    Circ.Us         Digit    TrendRR, Wireset   World of Schw...
Thank you. Let’s Make Stuff Happen.                          @MarkSilva on Twitter, LinkedIn & Facebook                   ...
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SocialTV Overview

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SocialTV Overview presentation delivered June 26, 2012 in Hollywood to studio marketing, media and agency executives. The goal was to overview technologies, but in the volatile, evolving and nascent space of SocialTV we thought it was better to define, rame and propose new ways to engage in the space. This deck is the resulting distillation.

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Transcript of "SocialTV Overview"

  1. 1. What’s Up withSocialTV A Return to The Family RoomIMEDIA ENTERTAINMENT SUMMIT June 26, 2012
  2. 2. INTRODUCING SOCIALTV For next 15-minutes we’ll cover: • Definining SocialTV Space • Influences in SocialTV • SocialTV for Entertainment • Thoughts on Engaging A Who? Fast-Moving Ecosystem @MARKSILVA • Conclusions #imediasummit #SocialTVProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 2 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  3. 3. Defining theSocialTV Space
  4. 4. WHERE DOES IT FIT? • Start with Kawaja’s Social Lumascape • As with all shifts in consumer behavior and media, SocialTV is a convergence of a number of other influences, growing sophistication of the Internet Stack and tools along with newSee Terry Kawaja’s 2012 SF ad:tech keynote at: technologies, productshttp://www.youtube.com/watch?v=GPo3qoW1B8g and services
  5. 5. CAN WESIMPLIFY ITFURTHER?• Companies that define their focus on SocialTV discovery or companion apps trying to: • Enable a better TV Guide, recording and viewing experience • Make TV more Social• Analytics and eventually ad delivery
  6. 6. BREAKING DOWN SOCIALTV TO ITSSOCIALAudience+Network TV Audience ELEMENTS • Social: Our closest, most intimate & influential connections • TV: Scale (2-commas, save the drama); last legal addiction?; about to get even better
  7. 7. HOW ABOUT A DEFINITION OF SOCIALTV?“Social tele vision is a general term fortechnology that su pports communication andsocial interaction in either the context ofwatching televisio n, or related to TV content. d It also includes th e study of television-relate s.” social beh avior, devices and network
  8. 8. SIZE OF THE PRIZE? • Gartner: $3 trillion infotainment market by 2015 – Branded Content Opportunity • Nielsen: 90% smartphone and tablet owners use them while watching TVSOURCE:
  9. 9. GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECKSource: Digital Ministry: http://digitalministry.com/UK/articles/1397/The+future+of+TV+is+social+and+the+revolution+is+coming+%21/1
  10. 10. GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECKSource: Ann-Marie Roussel 2012: http://www.edgeofdigitalculture.com/2012/06/05/the-social-tv-puzzle-infographic/
  11. 11. GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECKSource: TrendRR, Wireset, AdAge 2012: http://adage.com/article/trending-topics/a-snapshot-exploding-social-tv-ecosystem/234926/
  12. 12. GRATUITOUS 10% INFOGRAPHX FOR YOUR 20% NEXT SOCIALTV DECK 70% Acquire Obscure BreakoutSource: TrendRR, Wireset, AdAge 2012: http://adage.com/article/trending-topics/a-snapshot-exploding-social-tv-ecosystem/234926/
  13. 13. Visual, Motion & Voice Input, Augmented Reality, Info Symmetry What we want it to beProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  14. 14. Visual, Motion & Voice Input, Augmented Reality, Info Symmetry What it’s like todayProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  15. 15. Influences for SocialTV
  16. 16. DEFINING INFLUENCES ON SOCIALTV • Adoption of smart phones, tablets and smart TVs • Mass reach and engagement of Social Media • Installed SocialTV consumers • Amount of new second-screen applications and smart TV platforms • Consolidation and emergence of dominant second-screen experiences • Correlation of SocialTV metrics to ratings and revenues • Level of investment in startups, new companies • Integration of social into TV programProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved Source: TrendRR, Wireset
  17. 17. INNOVATIONFast, Faster, Fastest Device Adoption AROUND THE BOX • When broadband hit 50%, YouTube happened • When smartphones hit 50%: Instagram • When is SocialTV’s tipping point moment and what is the new behavior/device enabler that will win?Source: Apple, Mary Meeker, KPCB
  18. 18. CUDDLE UP MEDIUMSource: Nielsen Q3 2011 Connected Device Report, Jason Calacanis post “Cuddle Up Medium”
  19. 19. FITS-IN 89% 82% MEDIUM 80% 76% 47% 39% 49% 43%Source: Nielsen Q3 2011 Connected Device Report
  20. 20. DEVICE SocialTV: An Accretive Opportunity ADOPTION • Just as mobility drove adoption and utility for phone subscription revenues we anticipate SocialTV to drive accretive revenues for the entire food chainSource: Apple, Mary Meeker, KPCB
  21. 21. SocialTV forEntertainment
  22. 22. REAL, REAL- TIME ANALYTICS When the show airs on the East Coast, and we’re on the West Coast, we hit Twitter, and watch people watching the show and basically in real time, laughing on Twitter. We get instant feedback about which lines work. Stephen Levitan, Modern FamilySource: Kara Swisher, AllThingsD
  23. 23. VISIBLY ENGAGED AUDIENCES GATHERING AROUND TV CONTENT • Economics and4,593,467 Likes results of a Fan 49,467 talking Page are hard to about this debate with Entertainment • Built-in infrastructure and audiences
  24. 24. TV DOLLARS TO Adjusting to New Currency DIGITAL DIMES TO MOBILE PENNIES • By most measures the hyper- accuracy, timeliness, locality and context of Mobile are driving growth and relevance, but at the cost of CPMs • Good news: more effective for marketersSource: Apple, Mary Meeker, KPCB
  25. 25. ARPU=SILVER Growth in Mobile-Centric Societies LINING IN NEW PLATFORM FUNDING • Good news found in mobile-centric society, Japan w/Gree & Cyberagent showing rapid growth in mobile ARPU in past few quartersSources: Mary Meeker, KPCB, Morgan Stanley, Gree & CyberAgent
  26. 26. “IT’S LIKE THE 2011 US Ad Spending INTERNET200 WITH MORE ZEROES”150 DAVE MORGAN, CEO, SIMULMEDIA @DAVEMORGANNYC $31,700,000 • Internet comprises100 $171,700,000 $162,000,000 $144,000,000 <20% of US ad spend • TV still dominant50 medium for spending • Argument goes: TV is 0 US Media 2011 the “scale solution,” with social it is also the IAB/PwC Kantar Magna Internet smart-buy
  27. 27. WHAT BRANDS Top Internet Ad Categories EMBRACE THE DIGITAL AGE BEST? • Retail, Financial Services, Telecom, Automotive, Computing and Travel have all transformed business models with digital • Growth opportunity great in CPG, Media and EntertainmentSource: IAB/PwC 2012
  28. 28. Engaging the Ecosystem
  29. 29. WHY BIGBRANDS ARESETTING UPSHOP,INVESTING,ACQUIRINGAND COMINGTO THEVALLEY
  30. 30. CURRENT STATE Technology Agency Marketer Capital Well Established Value-Creating RelationshipsProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  31. 31. THE GEEKOSYSTEM At the center of this thesis • Sum of parts, not one player • Defining the intersection will generate disproportionate value • Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation • Consider new compensation, organizational structure, service and role definitions Defining and Developing A Value-Creating EcosystemProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  32. 32. BIG BRANDACQUISITIONEXAMPLES:Walmart: • Kosmix • Grabble • Set Direction • One RiotThe Walt Disney Co: • Playdom • Club Pinguin • Tapulous
  33. 33. BIG BRANDINVESTMENTEXAMPLES:PepsiCo and Unilever: • Physic Ventures • YummlyAmerican Express • Establishes $100m fund for payments
  34. 34. BIG BRANDSSETTING UPSHOP IN THEVALLEY:Anheuser-Busch/InBev • Beer GarageBest BuyProctor & Gamble
  35. 35. A NEW WAY TOLOOK AT MEDIABUYING ANDPARTNERS:SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
  36. 36. CHANGE IS EVENT DRIVENProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
  37. 37. Adam Broitman Adam Burg Mark Ghuneim Lori Schwartz Circ.Us Digit TrendRR, Wireset World of SchwartzHuge Thanks to TheSocialTV Ecosystem
  38. 38. Thank you. Let’s Make Stuff Happen. @MarkSilva on Twitter, LinkedIn & Facebook +RealMarkSilva on Google & SkypeANTHEM WORLDWIDE77 Maiden LaneFourth FloorSan Francisco, CA 94108digital.anthemww.com Awesome compendium of links for the space:@anthemwwFacebook: Anthem http://bit.ly/SocialTeeVee
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