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Game of Screens

Keynote presentation for EGTA 2015. A review of H1 changes to TV focussed around Game of Thrones being the game changer for TV distribution models and finally the division of TV and online coming to an end. New ideas for TV / Second Screen as well as predictions for Facebook TV.

Game of Screens

  1. 1. 1© 2015 DeanDonaldson.com | All Rights Reserved ~ DIGITAL IS COMING ~ THE BATTLE OF PUSH & PULL @DeanDonaldson
  2. 2. Life Beyond the Wall… 2© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  3. 3. old new media traditional 3© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  4. 4. off onTV | PC lean back | forwards 4© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  5. 5. 4© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  6. 6. 5© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us You Know Nothing…
  7. 7. 6© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us “Nothing is Worth Anything to Dead Men”
  8. 8. Seven Kingdoms 7© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Medieval Europe
  9. 9. 8© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Death. Sex. Revenge.
  10. 10. 9© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us &Dragons. • 50 Rape Scenes • Explicit Nudity • Graphic Violence • Vile Language
  11. 11. 10 TV © 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  12. 12. Monitor 11© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  13. 13. Smart 12© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us SAMSUNG TV SERVICE DEAD AS OF 1 JULY 2015
  14. 14. Source? 13© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ?
  15. 15. Online 14© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  16. 16. Streaming 15© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  17. 17. Demand 16© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  18. 18. Ads 17© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  19. 19. Ads 17© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us WATCHING TV
  20. 20. 18© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  21. 21. S 19© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 4.75 Bn Items Shared Daily 1.44 Bn Active users 15.8% Time Online ?
  22. 22. Beyond Online 57© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  23. 23. Facebook TV 58© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us SOCIAL CHANGE
  24. 24. In Car 59© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  25. 25. On Fridge 60© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  26. 26. TV x Twitter 20© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  27. 27. TV x Twitter 20© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Mapping the TV Genome
  28. 28. 21© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Many-Faces of TV Rethink & Relearn
  29. 29. US Hours Viewing via Broadcast 22© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 14Q1 15Q1 Source: 03/15 Nielsen
  30. 30. US Hours Viewing via Streaming 23© 2015 DeanDonaldson.com | All Rights Reserved 14Q1 15Q1 Source: 03/15 Nielsen 200x
  31. 31. 24© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us TV April Disc Jan
  32. 32. 25© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 30 DAYSAFTER TV AIRED SEASONS 1-3
  33. 33. 25© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us AFTER TV AIRED ONE DAY SEASONS 4-5
  34. 34. In 2012 Most Pirated TV Show Ever… 26© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us House Of Bit Torrent Pirated Downloads = TV Broadcast viewing
  35. 35. 27© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Many Casualties
  36. 36. 28© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us A Lannister Always Pays Their Debts…
  37. 37. 29© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us CONTROL DISTRIBUTION
  38. 38. 30© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us £ £vs
  39. 39. 30© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us £ £vs convenience quality
  40. 40. 31© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ownership
  41. 41. 32© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  42. 42. 2015 Season 5 32© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 3.1M “most popular entertainment programme ever” UK WATCHERS #GameOfThrones At 41 episodes multiplied by 1.5 minutes, we've shamefully wasted almost exactly 1 hour of our lives listening to the Game of Thrones intro.
  43. 43. 2015 Season 5 32© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 32MDOWNLOADS “broke all global piracy records” 32M in first week 1.5M within 8 hours!!
  44. 44. 33© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us HIGHEST GROWTH IN 9 YEARS
  45. 45. 34© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us LOSING 52k per qtr SATELLITE SUBSCRIPTIONS
  46. 46. 35© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | +400kALL via OTT
  47. 47. 36© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | The Home of Game of Thrones
  48. 48. 36© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | The Home of Game of Thrones
  49. 49. Segmentation 37© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | Q1 2015 70k NEW SUBSCRIPTIONS
  50. 50. 38© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | Q2 x2NEW SUBSCRIPTIONS
  51. 51. 39© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us still TV PAY TV IS “SAME TIME VIEWING” ~ Regardless Of Device ~
  52. 52. 39© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ~ No Digital Delay ~ PAY TV IS Bundled as TV so can stream at same time and not sold as DTV
  53. 53. 40© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Content Is King!
  54. 54. 41© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  55. 55. 41© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us HOUSE ADS ?
  56. 56. 42© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ADRESSABILITY
  57. 57. 43© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Who Will Stay?!
  58. 58. S ULTRA FEBRUARY 2014 “TV or Live Stream?”Robin Wright – Best Actress in a Drama, Golden Globes 44© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  59. 59. S STREAMING ON A DEVICE NEAR YOU Co-financing High Profile Shows 45© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  60. 60. The £5.136bn Deal 46© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Each game now £10.2M 70%CLUB REVENUE INCREASE
  61. 61. 47© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us SUBSCRIBE NOW6M Pay TV Subs in 85 countries 659M Fans | 4Bn Reach GOING IT ALONE SINCE 2013
  62. 62. 48© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 1MPAY TV SUBS IN 11 MTHS “Fastest-growing digital subscription service”
  63. 63. Dean’s Viewing Habits 49© 2015 DeanDonaldson.com | All Rights Reserved 2013 2014 2015 1. EXCLUSIVLEY HD CONTENT ON TV 2. STREAMING AFFECTING DISC / DHE 3. TV BOX-SETS VS FILMS 4. LIVE ONLINE VS BROADCAST 5. PAY TV COMPLEMENTING CATCH-UP quality vs convenience
  64. 64. Dean’s Viewing Habits 50© 2015 DeanDonaldson.com | All Rights Reserved quality vs convenience
  65. 65. Dean’s Viewing Habits 50© 2015 DeanDonaldson.com | All Rights Reserved
  66. 66. Dean’s Viewing Habits 50© 2015 DeanDonaldson.com | All Rights Reserved messNO SINGLE [USEABLE] INTERFACE
  67. 67. 48© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  68. 68. 48© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us messNO SINGLE [COMBINED] AD TECH
  69. 69. D per month for huge waste = consumers are‘cord-cutting’£75 51© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  70. 70. 52© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us You’re Spoiling Everything! You’re Spoiling It.
  71. 71. 53© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Embrace The Change
  72. 72. World’s Apart 54© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Media separation of yesteryear TV Online
  73. 73. Towards Convergence 55© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us The present media reality The dynamics of online
 and the plethora of data Online The maturity of television 
 and quality of video assets TV Mobile Social Programmatic Quality Engagement
  74. 74. touchpoints56 Saw product on TV Searched online Read reviews Visited shop Ordered on mobile @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  75. 75. Dynamic TV Ads International TV Org, 2010 OVER-THE-TOP 57© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ?
  76. 76. 58 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  77. 77. 59 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  78. 78. TV change is App-ening! 60© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us “It’s not just part of the show. It is the show. It is not a second-screen experience. It is the experience.”
  79. 79. Second Screen TV households now use TV apps 61 >25% © 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Ofoom 2014
  80. 80. Second Screen 61© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Ofoom 2014 Same households now have 
 YouTube and Facebook apps 100%
  81. 81. Screen Stacking 2-way Comms Audio Visual WiFi BlueTooth NFC ? 62© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  82. 82. 63© 2015 DeanDonaldson.com | All Rights Reserved
  83. 83. CONNECTION PLACEMENT INTERACTION COMMUNICATION 64 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved CONVERSION
  84. 84. 65 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved #1placement
  85. 85. {weetabix} never skip content 66 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  86. 86. Traditional Television: Linear TV content A1 ID Content Ad 2 Ad 3 Ad 4 00:00 00:30 01:00 01:30 02:10 Advertiser 1 TIMELINE Advertiser 2 Advertiser 3 Advertiser 4 Content Real-Time Play-Time 67 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  87. 87. Traditional Television: Linear TV content Second Screen: Audio controlled + Time coded game play A1 ID Content Mobile Ad 2 Ad 3 Ad 4 B2 Mobile 00:00 00:04 00:30 01:00 01:30 02:00 02:10 Advertiser 1 Bumper Second Screen Second Screen TIMELINE Advertiser 2 Advertiser 3 Advertiser 4 Content Real-Time Play-Time 67 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  88. 88. 68 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  89. 89. 69 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved #2connection
  90. 90. content recognition automatic ACR 70 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  91. 91. 71 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  92. 92. 71 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  93. 93. visualrecognition 72 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved picture = 1,000 words
  94. 94. 73 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  95. 95. 74 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved interaction#3
  96. 96. 75© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Andre
  97. 97. 76© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  98. 98. 77© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  99. 99. 77© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  100. 100. 78© 2015 DeanDonaldson.com | All Rights Reserved
  101. 101. 78© 2015 DeanDonaldson.com | All Rights Reserved
  102. 102. 78© 2015 DeanDonaldson.com | All Rights Reserved
  103. 103. Julie & John 79© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  104. 104. 80 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  105. 105. 81 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved #4communication
  106. 106. 82 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  107. 107. 82 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  108. 108. LIVE TO LOCATION 82 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  109. 109. 83© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  110. 110. 84 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  111. 111. 84 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  112. 112. 84 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  113. 113. 84 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  114. 114. 86 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved #5conversion
  115. 115. 87© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Tabletsused inthehomemore
  116. 116. 88 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  117. 117. 88 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  118. 118. 89 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  119. 119. Sales Lift Doubles 90 x2Multiscreen video vs pure TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing Wall Street Journal © 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  120. 120. Interact HD Ad Retarget 5% off Retarget 10% off 91 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Purchase
  121. 121. 92© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us >80%
  122. 122. 92© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us loyalty
  123. 123. 93© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us iBeacons
  124. 124. 94© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  125. 125. 94© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  126. 126. 94© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  127. 127. 95 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved
  128. 128. 96© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Not All Change Is Bad.
  129. 129. 97© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Don’t Be A Joff!
  130. 130. 98© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us DIGITAL IS COMING
  131. 131. 99© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us You Win…
  132. 132. 100© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | …Or You Die!
  133. 133. PMS 233 197/0/132 LOGO PMS 431 94/106/113 LOGO PMS 428 195/200/200 LOGO PMS 420 206/207/203 PMS PB 0/0/0 PMS WHITE 255/255/255 Primary Colors S Le Fin 101© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  134. 134. Thanks. Your turn @DeanDonaldson 102© 2015 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us

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Keynote presentation for EGTA 2015. A review of H1 changes to TV focussed around Game of Thrones being the game changer for TV distribution models and finally the division of TV and online coming to an end. New ideas for TV / Second Screen as well as predictions for Facebook TV.

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