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Claire O'Neil - Telkom Media


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Claire O'Neil - Telkom Media

  1. 1. New opportunities that TM will bring to the Broadcasting industry Advertising Opportunities Clare O’Neil 13 th June 2007
  2. 2. A few thoughts on convergence     Technology – BC / ISP / IPTV / Triple Play Content wants “to be free” – cross platform aggregation Audience Fragmentation / Effects on business models Advertiser Opportunities in this environment
  3. 3. Advertiser Opportunities <ul><li>We can’t overestimate yet / but should not underestimate now! </li></ul><ul><ul><li>New Media technologies bring about convergence as well as content delivery from linear to non-linear platforms </li></ul></ul><ul><ul><li>We constantly hear about “the demise of…” </li></ul></ul><ul><ul><ul><li>Free to air broadcasting (free to pay) </li></ul></ul></ul><ul><ul><ul><li>Linear TV (PVR to IPTV) </li></ul></ul></ul><ul><ul><ul><li>The 30” commercial (viewer zipping, zapping, skipping) </li></ul></ul></ul>
  4. 4. Advertiser Opportunities <ul><li>What do we need to start thinking about? </li></ul><ul><ul><li>Green-fields Environment! </li></ul></ul><ul><ul><li>Global trends that inform us; as well as the S.A. reality. </li></ul></ul><ul><ul><li>Encourage S.A. Advertisers / Media Planners and Buyers to follow these trends. </li></ul></ul><ul><ul><li>Encourage the S.A. Production industry to “get closer” as the lines between “content and advertising” become blurred. </li></ul></ul>
  5. 5. Advertiser Opportunities <ul><li>What do we see for Advertisers in the “converged” space: </li></ul><ul><ul><li>IPTV will bring: </li></ul></ul><ul><ul><ul><li>Highly targeted, addressable advertising. </li></ul></ul></ul><ul><ul><ul><li>Advertisers pay for interested viewers. </li></ul></ul></ul><ul><ul><ul><li>TV advertising will become personalised. </li></ul></ul></ul><ul><ul><ul><li>Viewers will watch the same content offerings. </li></ul></ul></ul><ul><ul><ul><li>Ads played out will vary according to demo’s; shopping habits; personal preferences – making advertising messaging a lot more relevant! </li></ul></ul></ul><ul><ul><ul><li>TV Ads then, will have nothing in common with TV Ads now! </li></ul></ul></ul><ul><ul><ul><li>Viewers will “engage” & “interact” with more relevant “advertising content”! </li></ul></ul></ul>
  6. 6. Advertising Opportunities <ul><li>The SEISMIC shift that will happen in “our industry” </li></ul><ul><ul><li>Production of adverts </li></ul></ul><ul><ul><li>Pricing structures </li></ul></ul><ul><ul><li>Ad avails </li></ul></ul><ul><ul><li>Ad insertion (the move to dynamic ad insertion) </li></ul></ul><ul><li>Technologically we will move from:- </li></ul><ul><ul><li>“ One size” fits all to; </li></ul></ul><ul><ul><li>Personalised “one to one” messaging </li></ul></ul><ul><ul><li>Dynamic ad insertion & all its’ technology – not as simple as ad splicer & ad server in our conventional broadcast systems. </li></ul></ul>
  7. 7. Advertising Opportunities <ul><li>Connection between Internet & TV services </li></ul><ul><ul><li>Interactivity allows for the use of remote controls to interact with TV websites - </li></ul></ul><ul><ul><ul><li>Whereby viewers: </li></ul></ul></ul><ul><ul><ul><ul><li>Press a button, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Visit relevant websites for more info, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>See further “long form” video of the ad, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Buy product! </li></ul></ul></ul></ul>
  8. 8. Advertising Opportunities <ul><li>IPTV offers network that is “Bidirectional” </li></ul><ul><ul><li>Viewer responses to ads can be collected “in real time” if desired. </li></ul></ul><ul><ul><li>Monitor who is watching, when. </li></ul></ul><ul><ul><li>Improving audience measurement – “real time” ad monitoring! </li></ul></ul>
  9. 9. Advertiser Opportunities <ul><li>We can’t overestimate yet / but can’t underestimate now! </li></ul><ul><ul><li>Monetisation of Content / Advertiser trends! </li></ul></ul><ul><ul><ul><li>What we need to think about now! </li></ul></ul></ul><ul><ul><ul><li>Advertiser Funded Content </li></ul></ul></ul><ul><ul><ul><li>Branded Content </li></ul></ul></ul><ul><ul><ul><li>30” Ads “imbedded” into the “content” (stop ad zapping) </li></ul></ul></ul><ul><ul><ul><li>We encourage you to think with us! </li></ul></ul></ul>
  10. 10. Thank you