On Wednesday, the Lab attended the 2015 OMMA Programmatic Video event, where our Director of Strategy Adam Simon delivered an in-depth keynote presentation on the emerging opportunities for brands and advertisers on Apple’s new TV platform.

1. © 2015 IPG Media Lab. Proprietary & Confidential
September 2015
Apps in the Living Room
Opportunities in Apple’s New TV Platform

2. WE ARE THE CREATIVE TECHNOLOGY ARM OF

3. © 2015 IPG Media Lab. Proprietary & Confidential
What Was Announced

4. © 2015 IPG Media Lab. Proprietary & Confidential
The Shift to Streaming

5. © 2015 IPG Media Lab. Proprietary & Confidential
Pay TV is Losing Subscribers

6. © 2015 IPG Media Lab. Proprietary & Confidential
7%
14%
38%
42%
Hulu Access
Amazon Prime Access
Netflix Access
SVOD Access
42% of US Households Subscribe to SVOD

7. © 2015 IPG Media Lab. Proprietary & Confidential
“TV viewing among adults 18-
to-24 is now down 20% versus
the first two nights of the
2014-15 season, and male usage
in that age range has withered
by nearly a quarter (24%).”
—AdAge, Where Did Everybody Go? TV Premiere Week
Ratings Sag As Young Viewers Vamoose, September 23, 2015

8. © 2015 IPG Media Lab. Proprietary & Confidential
What it Means

9. © 2015 IPG Media Lab. Proprietary & Confidential
Creation
A Collaboration Between Hollywood & Silicon Valley

10. © 2015 IPG Media Lab. Proprietary & Confidential
Discovery
Search, Personalization, & Curation

11. © 2015 IPG Media Lab. Proprietary & Confidential
Measurement
Accurate Measurement & Closed Attribution

12. © 2015 IPG Media Lab. Proprietary & Confidential
Why Apple

13. © 2015 IPG Media Lab. Proprietary & Confidential
Apple’s App Store is Roughly 2x as Big as Hollywood

14. © 2015 IPG Media Lab. Proprietary & Confidential
The Apple Monetization Ecosystem
1 Billion Users

15. © 2015 IPG Media Lab. Proprietary & Confidential
for
digital content
The Apple Monetization Ecosystem
1 Billion Users

16. © 2015 IPG Media Lab. Proprietary & Confidential
for
digital content
for
physical goods
The Apple Monetization Ecosystem
1 Billion Users

17. © 2015 IPG Media Lab. Proprietary & Confidential
for
digital content
for
physical goods
for
advertising
The Apple Monetization Ecosystem
1 Billion Users

18. © 2015 IPG Media Lab. Proprietary & Confidential
for
digital content
for
physical goods
for
advertising
The Apple Monetization Ecosystem
1 Billion Users

19. © 2015 IPG Media Lab. Proprietary & Confidential
for
digital content
for
physical goods
for
advertising
The Apple Monetization Ecosystem
1 Billion Users

20. © 2015 IPG Media Lab. Proprietary & Confidential
for
digital content
for
physical goods
for
advertising
The Apple Monetization Ecosystem
1 Billion Users & A Closed Attribution Loop

21. © 2015 IPG Media Lab. Proprietary & Confidential
What We Can Do Today

22. © 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps
Video Content & Games

23. © 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps
Social Utilities

24. © 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps
Blended Content

25. © 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration
Click-to-Buy

26. © 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration
Send-to-Phone

27. © 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration
Target Audiences Without Ads

28. © 2015 IPG Media Lab. Proprietary & Confidential
How It Fits Strategically

29. © 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy

30. © 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment

31. © 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
Reach Audiences Without Ads

32. © 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
Reach Audiences Without Ads
Close Loops with Apple Pay

33. © 2015 IPG Media Lab. Proprietary & Confidential
Thank You
Adam Simon
Director of Strategy, IPG Media Lab
@adamjsimon
Apps in the Living Room
Opportunities in Apple’s New TV Platform