Social TV

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What's wrong with TV today? Here are 4 things that are challenging television today, from a consumer and advertiser perspective.

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  • Social TV

    1. 1. Social TelevisionWhat’s Wrong With TV?- Brett BarashPlanning DirectorVML New York10.23.12
    2. 2. Social TelevisionWhy TV is Broken
    3. 3. #1 The DVR Only 52% of total TV viewing is live - Awards Shows - Sporting Events - NewsWhy TV Is Broken
    4. 4. #1 The DVR Only 52% of total TV viewing is live 92% of DVR viewers skip commercials 49% of TV spend is wasted...Why TV Is Broken
    5. 5. #1 The DVR Only 52% of total TV viewing is live 92% of DVR viewers skip commercials 49% of TV spend is wasted... Over $25 BillionWhy TV Is Broken
    6. 6. #2 Inflated Cable Costs $150 $140 $120 $90 $60 $40 $30 $0 2010 2012Why TV Is Broken
    7. 7. #3 UX What channel is the game on? It takes 15 minutes to find out what channel the game is on...but only a few seconds to find a random fact online.Why TV Is Broken
    8. 8. #3 UX The Remote Today’s cable remote control is an extremely complicated device.Why TV Is Broken
    9. 9. #3 UX The Dumb Box The only thing the cable box can tell us today is the time and what channel we’re on.Why TV Is Broken
    10. 10. #4 Lack of Mobility Mobility isn’t easy With products like HBO Go, you must have an account to login and watch.Why TV Is Broken
    11. 11. #4 Lack of Mobility Mobility isn’t easy It’s difficult to gather around a mobile device or a 15” computer to watch something in a group setting.Why TV Is Broken
    12. 12. So What’s The Answer?
    13. 13. What’s the Answer?Cut the cord?Only 9% of consumers have “cut the cord”Consumers are still paying for cable.
    14. 14. What’s the Answer?Use digital for more relevant messaging.
    15. 15. What’s the Answer?Don’t show a 34 year old a Flomaxcommercial while watching the Masters.
    16. 16. What’s the Answer?Don’t show a 34 year old a Flomaxcommercial while watching the Masters.
    17. 17. What’s the Answer?Behavioral Targeting:What if Ford could show commercials to someone who is actually looking to buya car?Sharable Content:What if one consumer could show a friend a product they’d just seen to get theirinput?Better Measurement:What if brands could know exactly how many people see an ad and take anaction?- Note: GRPs are an outdated measurement based on an average number ofpeople that write what they are watching on a notepad.Product Innovation:What if my mobile device could be my remote? What if my cable box could tellme what they think I should watch? What if I could pause my tv and play back onmy commute?

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