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TV AND THE TABLETKARIN TIMPONE<br />
Disney - ABC Digital Media…<br />Connects consumers to our content anywhere, anytime <br />Extends fan experience<br />
First broadcast network on iTunes<br />2005<br />
First broadcast network to stream <br />ad-supported full episodes<br />2006<br />
First broadcast network to offer full episodes on demand on a mobile platform<br />2005<br />2007<br />
First broadcast network to offer expert and user commentary of full episodes<br />2010<br />2010<br />
ABC Player for iPad app available at Apple iPad launch<br />2010<br />
New platforms and devices are introduced everyday<br />Resulting in increased media consumption by heaviest TV viewers<br ...
Viewers watch anywhere and anytime… they really do!<br />“I have watched shows in between meetings while sitting in my car...
How do brands present themselves in the evolving media landscape?<br />
ABC Player Demo Video<br />
1M+ downloads<br />10M+ episode starts<br />“ABC turned out a phenomenal app for the iPad…”<br />- Steve Jobs<br />
And so does Phil Dunphy!<br />
Fans have maximum flexibility in watching their favorite ABC shows <br />All of ABC’s dayparts are in the app<br />Primeti...
Overview of Branding Opportunities<br />Consumer Engagement<br />Same dynamic ad model as on ABC.com<br />Ad units are 30 ...
ABC has a high value digital video audience<br /><ul><li>Strong fan base, especially among female viewers
62% are 18-49 years old
57%are college graduates or higher</li></ul>37% watch video on ABC.com several times a week<br />81% are highly satisfied ...
Interactive ad pods within ABC’s full episode player increase advertisers’ key metrics<br />Unaided brand awareness (+22%)...
Research shows that a site’s content is strongly correlated with how its advertisers are perceived<br />Brands on media si...
Latest from the Labs<br />ABC My Generation Sync<br /><ul><li>Users interacted with exclusive content as they watched the ...
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iMedia October Breakthrough Summit - Launch Pad Day: Case Study: "Disney/ABC Television Group: The TV and the Tablet"

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iMedia October Breakthrough Summit - Launch Pad Day

Case Study: "Disney/ABC Television Group: The TV and the Tablet"

Karin Timpone, Senior Vice President, Product Strategy and Marketing, Digital Media, Disney/ABC Television Group

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iMedia October Breakthrough Summit - Launch Pad Day: Case Study: "Disney/ABC Television Group: The TV and the Tablet"

  1. 1. TV AND THE TABLETKARIN TIMPONE<br />
  2. 2. Disney - ABC Digital Media…<br />Connects consumers to our content anywhere, anytime <br />Extends fan experience<br />
  3. 3. First broadcast network on iTunes<br />2005<br />
  4. 4. First broadcast network to stream <br />ad-supported full episodes<br />2006<br />
  5. 5. First broadcast network to offer full episodes on demand on a mobile platform<br />2005<br />2007<br />
  6. 6. First broadcast network to offer expert and user commentary of full episodes<br />2010<br />2010<br />
  7. 7. ABC Player for iPad app available at Apple iPad launch<br />2010<br />
  8. 8. New platforms and devices are introduced everyday<br />Resulting in increased media consumption by heaviest TV viewers<br />Source: Knowledge Networks<br />
  9. 9. Viewers watch anywhere and anytime… they really do!<br />“I have watched shows in between meetings while sitting in my car in the parking lot.”<br />
  10. 10. How do brands present themselves in the evolving media landscape?<br />
  11. 11. ABC Player Demo Video<br />
  12. 12. 1M+ downloads<br />10M+ episode starts<br />“ABC turned out a phenomenal app for the iPad…”<br />- Steve Jobs<br />
  13. 13. And so does Phil Dunphy!<br />
  14. 14. Fans have maximum flexibility in watching their favorite ABC shows <br />All of ABC’s dayparts are in the app<br />Primetime<br />Daytime<br />News<br />
  15. 15. Overview of Branding Opportunities<br />Consumer Engagement<br />Same dynamic ad model as on ABC.com<br />Ad units are 30 second video creative sequenced seamlessly with content<br />Ownable Environment<br />Ads play full screen in landscape mode<br />Fast forward disabled<br />Countdown timer with sponsor message<br />Sync ad unit links to advertiser site in Safari<br />
  16. 16. ABC has a high value digital video audience<br /><ul><li>Strong fan base, especially among female viewers
  17. 17. 62% are 18-49 years old
  18. 18. 57%are college graduates or higher</li></ul>37% watch video on ABC.com several times a week<br />81% are highly satisfied with the viewing experience <br />85% are highly likely to recommend watching on ABC.com to friends<br />Source: ABC Research<br />
  19. 19. Interactive ad pods within ABC’s full episode player increase advertisers’ key metrics<br />Unaided brand awareness (+22%)<br />Purchase likelihood<br />Induce numerous actions<br />Quarter of viewers interacted with the ads<br />Almost a third of viewers had not seen the sponsor ad anywhere else<br />Source: ABC Research<br />
  20. 20. Research shows that a site’s content is strongly correlated with how its advertisers are perceived<br />Brands on media sites are considered more:<br />Reputable and of higher quality<br />Relevant<br />Respected <br />Source: OPA<br />
  21. 21. Latest from the Labs<br />ABC My Generation Sync<br /><ul><li>Users interacted with exclusive content as they watched the show
  22. 22. Took polls and quizzes, received behind the scenes info</li></ul>ABC Family Chatterbox<br />Users can see what their friends and fellow fans are saying about the show<br />
  23. 23. What’s working?<br />Extending brand experience<br />Presenting a clean and ownable environment for brands and partners<br />Leveraging viewer and technology trends<br />
  24. 24. Thank you!<br />

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