From Mobile to TV: Dawn of New Media Era
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From Mobile to TV: Dawn of New Media Era

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From Mobile to TV: Dawn of New Media Era From Mobile to TV: Dawn of New Media Era Presentation Transcript

  • FROM MOBILE TO TVDAWN OF NEW MEDIA ERA 2012.Dec.13rd Peter Xie 謝哲豪 Co-Founder & Product Marketing Director PAFERS Tech peter.xie@pafers.com
  • I AM NOT HERE TO TEACHI AM HERE TO TELL YOUWHAT’S HAPPENINGIN THE WORLD
  • MARRYING FITNESS WITHMODERN TECHNOLOGY
  • It all startsfrom here.
  • Source: 2012 KPCB Internet Trends Report
  • Source: 2012 KPCB Internet Trends Report
  • Source: 2012 KPCB Internet Trends Report
  • Source: 2012 KPCB Internet Trends Report
  • CONNECTED TO THE INTERNETTO SOMETHING BIGGER ALL THE TIME
  • Source: 2012 KPCB Internet Trends Report
  • Source: 2012 KPCB Internet Trends Report
  • Source: 2012 KPCB Internet Trends Report
  • TWO MEGATRENDS HAPPENING IN MEDIA WORLD REDEFINITION DEMOCRATIZATION OF OF CONTENT EXPERIENCES CREATION AND DISTRIBUTION
  • TWO KEY SUCCESS FACTORS UNIFICATION & ACCESSIBILITY &PENETRATION OF MONETISATION EXPERIENCES OF CONTENT•WHATEVER WORKS BEST FOR CONSUMERSSTANDS OUT•WHOEVER DOES THE BEST JOB ON THESE FACTORSWINS
  • SUCCESS OF MODERN MOBILEDEVICES HAS OPENED A WINDOW FOR BIG SCREEN THE REVOLUTION IS HERE
  • TRENDS OF TV IN NEXT 5 YEARS
  • 1. CONNECTED TV ADOPTION WILL BEFASTER THAN EVER (THANKS TO MOBILEPHONES)•It took radio 38 years to reach 50M listeners•TV took 13 years to reach 50M viewers•Internet took 4 years, iPod took 3 years•Facebook had 100M users in less than 9 months•iPhone app downloads hit 1 billion in 9 months•Most likely in 2014, there will be 100M tablets andsmartphones appear in front of 100M smart TVs...
  • SAMSUNG SMART TV •built-in Wi-Fi •apps based •motion sensor control •AllShare Play
  • 2. SECOND SCREEN ENGAGEMENT WILL DRIVECURATED, INTERACTIVE EXPERIENCES AND NEWMONETISATION MODELS •Second screen is your mobile device, it will fundamentally change the game of 200 billion global ad spend and another 200 billion pay tv revenue •Payments/micropayments becomes so easy •It allows for deep social integration •70% of tablet owners and 68% of smartphone owners said they use devices while watching tv, according to one Nielsen study
  • NEW MARKETING WAYS FOR SECOND SCREENARE BEING USED•leveraging second screenduring live events•gamifying tv ads•syncing e-commercewith tv content•s p o n s o r i n g s e c o n d -screen extras•e n a b l i n g r e a l - t i m einteractivity
  • 3. TV AD BUSINESS WILL BE RE-DEFINED. •Data mining from second screen and connected tvs will change the game of TV metrics. Web-style analytics will give data from VOD servers, TV browser pages, TV and second screen devices. •Connected TV and second screen Ad injection system will be invented and manipulated. •New second screen systems will also enable the audience to buy merchandise specifically related to what they are watching on TV or in relation to a brand or sponsor of the show.
  • 4 . F I G H T I N G W I L L B E C O N S TA N T F O REVERYTHING. •Global TV market is too big. There will be many old and new players in the game to change the rules constantly. •The old “brands-agencies-broadcasters-consumers” will be changed. •The 30 second spot is dead (other than for Live). Second screen behavior on the rise will acerbate tradition 30-second spot structure as more people move to multiplatform and engage second screen during commercials. •Brands are more likely to go direct-to-consumer relationship.
  • NEW CONTENT GATEKEEPERS IN THELIVING ROOM
  • BIG GUYS WILL FIGHT TO BECOME THE STANDARDAND THE PLATFORMS FOR CONSUMERS
  • The future isn’t either traditional or digital: it’s a feedbackloop between the two.Televisions fans want to get involved and be counted. It’show creative we are in engaging those fans - and keepingthem connected even as they may move away from thetraditional network - that will determine how potent andprofitable we will be in the future.Kevin Reilly, President of Entertainment, Fox Broadcasting
  • Q&A