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From TV to ReTV, Keynote by Lyndon Nixon at TVX 2019 @datatv

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How television will Re-invent itself through Data-driven Personalization.

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From TV to ReTV, Keynote by Lyndon Nixon at TVX 2019 @datatv

  1. 1. @ReTV_EU Facebook: ReTVeuwww.ReTV-Project.eu Instagram: retv_project From TV to ReTV How television will Re-invent itself through Data-driven Personalization Lyndon Nixon, MODUL Technology DataTV Workshop Keynote, 5/6/2019
  2. 2. Viewing of linear broadcast TV is decreasing while time spent with digital content on Catchup TV, on-demand OTT or social media rises. Broadcaster audiences are fragmented across digital channels and digital channels are full of competing content offers for their limited attention. The TV industry is still catching up with their online competition in the use of Web technology: interaction, tracking, personalisation and targeting.
  3. 3. TV viewing is no longer tied to schedules https://blog.globalwebindex.com/chart-of-the-week/broadcast-tv-2019/ Global Web Index, „The State of Broadcast TV in 2019“, Feb 2019. Ericsson, TV and Media 2017“. https://www.ericsson.com/en/trends-and-insights/consumerlab/consumer- insights/reports/tv-and-media-2017
  4. 4. TV viewing is not tied to the television Zenith Media, „Media Consumption Forecasts 2018“, May 2018. https://www.zenithmedia.com/mobile-internet-to-reach-28-of- media-use-in-2020/
  5. 5. TV viewing is no longer just viewing TV Is watching Netflix „TV viewing“? Is watching YouTube „TV viewing“? Is watching IGTV or Facebook Watch „TV viewing“? Is watching an Instagram story or a Twitter video embedded in your feed „TV viewing“? Price Waterhouse Coopers, „A new video world order“, October 2018.
  6. 6. TV viewing is no longer just viewing TV Is TV only TV when produced/delivered by a TV broadcasting organisation? What about professional video creators using Web/social media to reach audiences directly? What about the (less skilled, less funded) independents – vloggers – who also produce (popular) content? https://tubularinsights.com/top-facebook-publishers-march-2019/
  7. 7. Where is the (traditional) TV industry? Is there a danger that „old“ TV will get left behind? https://www.adweek.com/digital/kurt-abrahamson-sharethis-guest-post- social-media-is-the-new-television/ May 2017 https://www.socialmediatoday.com/news/youtube-continues-to-explore- new-ways-to-take-on-tv/552483/ April 2019 https://www.emarketer.com/content/social-media-shows-are- everywhere-but-is-anyone-watching Aug 2018 https://www.thinkwithgoogle.com/data/millennial-tv-consumption- statistics/ April 2016
  8. 8. What are the barriers for the TV industry? Data silos Divided channel strategies Content restrictions & rights issues Tied to long form content ..... http://www.paulgraham.com/convergence.html March 2009!
  9. 9. What do we learn from the Web industry? The value of data (privacy respecting, of course) The importance of knowing your customer (and tracking them) Conversion is driven by personalisation and recommendation Learn by doing – analytics provide the feedback to iterate and improve Content is still king – optimise on each and every channel https://www.vox.com/2018/3/26/17163852/online-internet-advertisers- outspend-tv-ads-advertisers-social-video-mobile-40-billion-2018
  10. 10. A vision: from TV to ReTV Aggregate your data across content and channels Know your customer (and respect their privacy) TV‘s success will be driven by personalisation and recommendation Learn by doing – analytics provide the feedback to iterate and improve Content is still king but is not static – optimise on each and every channel https://www.pwc.com/us/en/services/consulting/ library/consumer-intelligence-series/video- consumer-motivations.html https://www.forbes.com/sites/blakemorgan/2019/02/19/what-is-the-netflix- effect/ Feb 2019
  11. 11. @ReTV_EU Facebook: ReTVeuwww.ReTV-Project.eu Instagram: retv_project TV isn‘t dead, it‘s reborn. https://www.thinkwithgoogle.com/data/millennial-tv- consumption-statistics/ Jan 2018

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