Other influence: - credited with allowing other dramas with mature content to receive mainstream recognition- helped turn serial television into an art form- 3 dimensional characters who could be flawed heroes, or ambiguously bad guys- showed the way for cable to schedule, HBO wasn’t looking to schedule original lineup each night so the Sopranos could be shown in repeat throughout the week to allow for catch up
DVRs are in 41% of TV households source: Nielsen Q4 ’11 Cross Platform Study
Starts to introduce for the masses, the idea of digital media - downloadable - control over your content - sharing that content - Starts to introduce the idea of social networking, connecting with strangers to learn something
Apple introduces “freemium” the idea that consumer will still pay for content in exchange for convenience, quality assurance
Copyright and control issues for video content creators / distributors
Google 27% of views in ’07Google 46% of views in ’12, 33% of time spent viewing
Can charge a premium for it. Advertisers pay for positioning and exclusivity, and selling across their entire which isn’t always ad friendlyOriginal IP, or intellectual property. The opportunity to hit on a winner that could turn into a lucrative franchiseGets Youtube onto the big tube. Short bite videos are good for the laptop or phone but long form is best on the big screen. Youtube becomes an entertainment destination
Debuts July ‘12
Netflix reaction to issues with content rights, enter original programming themselves
Collectively between the two, 25% of total time spent online source: Comscore March 2012 data
Google has the lions share of online revenue, 41% largely driven by their dominance in search.Search = 47% of online revenueBut it’s growth is slowing as the search market maturesFacebook is 5% but is the #1 display advertising although closely followed by Google. Yahoo is actually double Facebook currently bc of search at 10% of the total US market
Facebook is closed to Googles’ web crawler, unable to index individual pages
In Facebook’s world, every facet of the internet would benefit from the power of a personal connection
Older version of Trip Advisor, with only anonymous reviews
More current version, includes information pulled from Facebook to show those in your social graph
Yelp with Like button and social graph
Example of relevant advertising on Facebook based on social graph information
Avg user has 150 connections they maintain in any wayAnthropological connection as tribes tended to break off as #’s got bigger than 150, unable to maintain connection with all tribe members past thisRoman armies used the same for their battalions
Network affect, disparate networks can be connected through any individual
Last Super Bowl = $3.5MM per :30 reportedly, and that price has gone up every year
From 2011 MTV VMA Awards
Hunger Games used Facebook pages to immerse fans in mythology of storyline.
Zappos extends brand philosophy to the way they treat social
Interesting things came out of this: - How important social gaming is for Facebook, with Zynga accounting for 12% of their revenue - Just how big they are. 1/6 of the world’s population is a member, with growth coming from places like Brazil and India - And I think they just announced they’re over 900MM members worldwide now - But the biggest thing everyone saw was their vulnerability in mobile
Source: Facebook IPO filing, this out of the (at the time) 845MM monthly visitors.Also noted, “The global mobile advertising market was $1.5 billion in 2010 and is expected to grow at a 64% compound annual rate to $17.6 billion in 2015.”
This adoption rate is much higher for younger and more affluent demographics
Apps let developers connect the mobile device to the outside world creating innovative programs that didn’t exist before. Everything the phone could do was open to them, from internet connection, to accelerometer, GPS, microphone, camera, soon video.
Shazam claims it has over 200MM users
Twitter and the smartphone were a perfect marriage at the beginning with the 140 character limit similar to a text message in size. The social network then could add on other phone information such as pictures and location.
Foursquare creates a community around GPS and search, knowing where you are and then sharing that with others
Angry Birds released in 2009 still has over 24MM active monthly users Source: www.appdata.comLatest release Angry Birds Space hit over 50MM downloads in just over a monthSource: CNET “Angry Birds Space: 50 million downloads in 35 days” Apr 30, ‘12
Connected devices to your phone, you can remotely start your vehicle with an app
In their recent Q1 earnings report, NY Times reported 472K digital readers, up 16% from YA
Starbucks is one of the first brands to experiment with mobile payments in scale. More than 3 million people have made payments using the Starbucks Card Mobile application,making Starbucks the nation’s largest mobile payment network. As of last year, nearly 6,800 stand alone Starbucks locations and 1,000 Starbucks in Target stores have mobile payment capabilities.In addition to mobile payments, the app offers other useful features such as the ability to send someone a customized startbucks gift card, help manage your rewards program, helping find the closest Starbucks location. Beyond their app they are also well integrated in other social channels such as Foursquare where Starbucks rewards their consumers for frequent checkins and on Twitter where they actively communicate with their audience on their ideas for Starbucks.
Phygital = combining the digital with the physical world to amplify the physical Example: McDonalds virtual billboard controller
Tesco virtual store uses QR codesTesco Home Plus is a supermarket chain in Korea that’s vying to be rated No. 1. It’s main competitor, E-Mart has a greater number of stores than Tesco, but the company is determined to become the No. 1 grocery chain without increasing the number of stores. They solved the issue using smartphones.Koreans are the second hardest working people in the world, and time is literally money. Taking an hour a week for grocery shopping can be a real drag, so the company devised a way to have the store come to the people. Tesco set up virtual grocery stores in locations like subway/metro stations so that people can literally do their grocery shopping while waiting for the train.The walls are plastered with posters that resemble the aisles and shelves of a supermarket. They’re lined from top to bottom with the products you’d normally see while grocery shopping. The only difference is that you can’t just grab the product and check out. The groceries each have a QR code which the shopper scans with a smartphone camera and adds to a shopping list. When the shopper has scanned all the codes for all the groceries needed, he pays using his phone and the groceries are then delivered to his home.
Red Bull Offers Second Screen Experience2nd screen is a relatively new application. Red Bull partnered with Shazam during a recent snowboarding telecast. Tagging the show with the Shazam app brought up a live 2nd video which was the first person perspective of the rider.
Gap Uses Geo-FencingGap used geo-fencing, setting a virtual perimeter, to advertise their store locations in a few markets. Smart in they knew bus stops would be a place where bored commuters would likely to be playing popular game Words With Friends and used the area fencing to advertise within the game.
Fixed Access = through cable, telephone, fiber optic into home / business / etc. Not through cellular connection
Top activities done while watching TV: - Checking email 61% - Visiting social networking site 47% - Looking up info reltated to the TV program watching 37% - Checking sports socres 34% - Looking up coupons or deals related to an ad on tv 22%Picture from www.netgem.com “Is My Telly Really Becoming Social?” Jan 17, ‘12 - Looking up product info related to an ad on tv 27%
Picture from Bloomberg.com “Tablet, Smartphone Growth Boosts Mobile Search Ads, But at a Price” Mar 26, ’12Source: Adweek Feb 13, ‘12 “The Mobile Issue: Jason Spiro: Mobile Evangelist interview”Question: What other mobile signals could you use to reach people?Answer: “On mobile, people are moving between connections. What does it mean if you’re connecting via broadband as opposed to cellular? How does location factor in? Time of day means different things whether you’re at work or in transit. I get really geeked out when I think what would it mean if someone is moving faster than 3 mph relative to someone who's ..moving slower than 3mph, which would imply that they’re walking”
From the app News.me. Through its PaperBoy function, News.me knows “when” you leave your house based on changing cell tower and automatically sends you news to read on your way to work. It triggers this when your cellphone jumps to a new cell tower, indicating you’ve left your home.
2011 Consumer Electronics Show, buzz for TV manufacturers was 3D capabilities coming out of the success of the movie ‘Avatar’
In 2012 over half the TV sets shown at CES were “connected TVs”, with some form of internet enabled connection
Samsung Smart TV video from this year’s CES - see where the evolution is happening - attempting to go completely remote free - voice control, kinect-like remote with hand motion - voice control, voice recognitionFYI, this starts at over $3K
28% are through a gaming system like Xbox or Playstation4% through internet connected tv1% through dedicated device like Apple TV or Roku
What’s stopping a mass migration, cutting the cable cord and going straight to online with its infinite choices
The cable / broadcaster and cable operator relationship is extremely valuable
Example of ESPN requiring cable subscription proof to access on demand content online
Source: PC World “AT&T Wireless Bandwidth Throttling: The Backlash Has Begun” Feb 14, ‘12Mobile has gate agent as well, with bandwidth throttling and expensive overage fees for going over the caps.
Source: http://www.eonline.com/news/ask_the_answer_bitch/which_costs_more_reality_tv_scripted/70141Youtube is making a $100MM investment spread across hundreds of content channels to produce video content Granted they’re also asking for $62MM for exclusive channel sponsorships, or at the very least $500K for a month of a specific channelNetflix and Hulu have shown they’re both vulnerable to re-transmission fees.Hulu has had deals with Viacom networks fall through, with popular shows like the Daily Show moving over to ComedyCentral.comNetflix recently had their deal with Starz to show their entire inventory of movies and original shows end as well.
Source: Nielsen This chart appears when people talk about cord cutting a lot. And it shows less than 5% could classify as a cord cutter. Research firm Deloitte recently put the # as high as 9% of Americans.As part of the NPD report on the cable bill, 59% of cable subscribers preferred having one single provider, and only 20% said they would likely cancel their cable if they could get their favorite shows online.Convenience wins for now
Source: HomeMedia Magazine Mar 27, ’12
There is a huge divide still in habit. And that TV # is going up still, thanks to DVR use we continue to watch more TV than ever beforeIf you go by Comscore that # jumps up a bit but still dwarfed by TVIt’s convenient, plenty of quality content, the delivery system (ie cable wire or satellite) is consistent and
Talk a lot in here about the tug of war between content owners, distributors and consumers wanting total freedom with that content. This is a struggle that’s going to continue to define the media landscape.
Source: SandvineReal Time Entertainment = on demand video, audio And there is some validity to the concerns of the internet service providers, as video adoption / usage is growing rapidly
Source:Akami State of the Internet Q2 ‘11 reportFor a variety of reasons, the US has not kept up with much of the rest of the world in
How does this stifle competition?
Start at the 13:10 minute mark for demonstration of Kinect and Sesame Street
Source:BusinessInsider “The Future of Mobile” Mar 22, ‘12In 2011, sales of smartphones overtook sales of personal computers. Analysts have predicted tablets will catch up by 2016.
Facebook is pushing heavily for a uniform and wider acceptance of a standardized browser format for HTML5. This would allow websites to function like a web app by offering design that is mobile friendly versus laptop/desktop friendly.The advantage for Facebook is streamlining and extending their website exposure to mobile where they can sell advertising versus the app experience where they cannot (or would need to share revenue with another vendor) as well as selling apps that work with their own site to other marketers.Google and Apple for their part, are not as motived because they take roughly 30% of revenue through paid apps within the Android and IOS app stores.
Source: Wired UK “Compliance with EU cookie law could cost the UK £10 billion” Apr 24, ’12On May 26, all UK websites will need to come into compliance with The EU Privacy and Electronic Communications Directive. This law basically says all users have to opt in to allow a cookie to be placed on their computer. Cookie is a bit data stored by a website on a web browser. Help websites remember things that the browser had done before, for instance it could remember your name, what you had searched for on the site, etc. In that way it’s used to make your subsequent visits more relevant, you begin to be offered up what’s useful to you based on what you’ve done there before.There are also tracking cookies and these can begin to build long term histories of browser activities. These are used in advertising in what we call behavioral targeting and form the basis behind that “performance-based” media spend showed earlier, the one that accounts for 65% of total online media.This allows a marketer to advertise across the web, in what’s been called the Long tail. You don’t have to go out and buy small websites, you can go to one source who contracts with all of these sites to find the online audience you want. US legislation has been proposed that would mimic the EU’s, with the latest version focused on banning tracking of kids online (not sure how this would work). Many publishers / browsers are taking the initiative to self police in the hopes to appease the government and activist groups and prevent legislation. However as people continue to turn more and more of their lives over to online, we can expect these privacy concerns to continue to pop up and calls for similar laws to those in Europe that would have huge implications for online marketing and publishing.
Note here about how advertising revenue plays a large role in consumer acceptance. Cable’s recent spurt in programming is as much a result of ad dollars moving to cable as it increases in re-transmission fees. It’s advertisers seeing the value in the audience and association with a Mad Men or a Top Chef to justify spending premium dollars on them. We’re just at the beginning of mobile. For most marketers they’re at the point of dipping their toe in to try it out. But for the most part, the mass marketers are chasing eye balls and we know this is where the eyeballs are headed. It’s just matter of finding the content / platforms worth premium dollars that move it beyond a simple CPM or cost efficiency purchase. IF Youtube for instance finds some break out hits among the 100 channels
Source: From an interview Dan Wieden did for ThinkTV, a marketing initiative of FreeTV Australia the broadcasting representative
Presentation for miami ad school
THIS PRESENTATION IS ALREADY OUT OF DATEDISCLAIMER
WHAT SHAPES MEDIA LANDSCAPE… AND WILL CONTINUE TO
Broadcasters: Transmitted free to the viewer over the air Predominately advertising driven for revenueKEY TERMINOLOGY:
ex : Ad Supported Cable: Delivered through an in-home connection via a subscription model for the viewer. Also advertising driven, however also receive retransmission fees from the subscription model.ex :Premium Cable: Delivered as above, 100% driven by subscription fees to the viewer.KEY TERMINOLOGY:
ex : ex : ex : Cable MSO Satellite Telecom These are the different in-home delivery methods for subscription television. As of the end of 2011, 90% of US Households subscribe to one of these: - 56% Cable - 36% Satellite - 8% TelecomKEY TERMINOLOGY:
Source: Parks Associates Whitepaper 2011 “Digitalsmiths”THE EVOLUTION OF VIEWING
Source: Nielsen dataSHARE OF PRIMETIME VIEWING
8 #4 - 24MM viewers / 16.4.0 HH rtg 8:30 #12 - 35MM viewers / 11.7 HH rtg #1 show on TV, 35MM viewers / 22.0 HH rtg 9 1 in 3 TV’s tuned in at that time were watching Seinfeld Last season on air #3 - 24MM viewers / 16.8 HH rtg 9:30 Off air w/in 2 years 10 #2 - 30MM viewers / 20.7 HH rtgNBC ‘MUST SEE THURSDAY’ LINEUP ‘97-’98
Debuts Jan ’99 3.5MMviewers and averagesthat for 1st seasonSeason 1 finale draws5.2MM viewersSeason 2 opens Jan ‘00to 7.6MM viewersSource: Nielsen
By the time the Sopranos goes off air:Averaging 9-11MM viewersAt its height popularity, ‘02 drew13.4MM for the season premiere and isalmost outdrawing NBC on SundaynightsSeries finale was watched by 11.9MMSource: Nielsen
By the time the Sopranos goes off air:21 Emmy wins including :- 2 Best Drama- 6 for Best Lead Actor/Actress111 Nominations Overall2 Peabody Awards
Network ContentEst Feb ‘05 Controlled Agreements ‘06-’07 Oct ‘05 ‘06-’07 ‘07 Jan ‘08 Mar ‘08 Nov ‘08 Feb ‘11 Feb ‘10
July ’07 January ‘12 Avg video view length Avg video view length 2.7 minutes 6.1 minutes 9 billion online video 40 billion online video views by 134MM viewers views by 181MM viewersSource: ComscoreONLINE VIEWERSHIP TRENDING UP
Source: PaidContent.org “Amazon: Bring us your kids’ and comedy shows, get $55,000” May 2, ‘12
"Change is coming. I think we are at the dawn of a strong new presence of web-based programming.” "It is in 2012 what premium cable was in 1984, in terms of moving in the way of Emmy recognition and prominence.“ -- John Leverence, senior vice president of awards for the Academy of Television Arts & SciencesSource: TheWrap.com “The Emmys Grapple With a New Question: TV or Not TV” April ’12
Web 2.0 Term used to define the current internet we live in now, 2nd generation from static HTML pages to more dynamic web that is better organized and based on serving web applications to users. Other improved functionality includes open communication with an emphasis on Web-based communities of users
Google Versus Facebook The Fight Over the Shift to a More Social WebSource: Fortune “Facebook vs. Google: The battle for the future of the Web” Nov 29, ‘11
Share of Revenue: 41% 10% 5%Source:1.2012 IAB Internet Revenue Report2. Emarketer “Google Edges Closer to Facebook as US Display Advertising Becomes Two-Horse Race” Feb 22, ‘12ONLINE ADVERTISING REVENUE
A more organizedworld centered aroundsearch with Google in the middle
“At Google, we believe that ads are a valuable source of information — one that can connect people to the advertisers offering products, services and ideas that interest them. By making ads more relevant, and improving the connection between advertisers and our users, we can create more value for everyone. Users get more useful ads, and these more relevant ads generate higher returns for advertisers and publishers.” “Keyword advertising has been so successful because its useful to users, advertisers and publishers — everyones interests are aligned.”Source: Google blog “Making ads more interesting” Mar 11, ‘09GOOGLE’S MISSION - ADVERTISING
A more open and connected world, centered around the social graph withFacebook in the middle
Source: Mashable “Why 2011 Will Be Defined by Social Media Democracy” Dec 1, ‘11
“Google had a built in disadvantage in social networking sweepstakes. It was happy to gather information about the intricate web of personal and professional connections known as the ‘social graph’ and integrate that data as signals in its search engine. But the basic premise of social networking –that personal recommendation from a friend was more valuable than all of human wisdom, as represented by Google search – was viewed with horror at Google. Page and Brin had started Google on the premise that the algorithm would provide the only answer”Source: “In the Plex” by Steve Levy
Source: The Guardian “Web Freedom Faces Greatest Threat Ever, warns Google’s Sergey Brin” April 15, ‘12
#2 in smartphone marketshare behind Android with 1/3 market #1 in tablet marketshare 1st Iphone release 2007 59% of smartphone sales Q1 ‘12 1st phone to feature multi- touch interface #2 in marketshare behind RIM (Blackberry) by 2008Ipod debuts Nov ‘01 Source: Canalys Report “Smart mobile device shipments hit 118 million in 2007, up 53% on 2006” Feb 5, ’08 Source: Techcrunch “The Decline Of Android Foretells The Rise Of A Total Apple Monopoly” Apr 26, ’12
Source: Nielsen blog “Smartphones Account for Half of all Mobile Phones, Dominate New Phone Purchases in the US” Mar 29, ’12U.S. SMARTPHONE PENETRATION
App [ap]Definition: application, typically a small specializedprogram downloaded to a mobile phone
Millenials switch their attention between media platforms 27x per hour In a survey, 70% were willing to give up alcohol for a week versus their smartphone; 33% were willing to give up sex Source: Inmobi “5 Ways Mobile Devices Have Changed the Way Americans Consume Media” Source: Time Inc 2012 study “A Biometric Day in the Life” Source: Telenav survey Aug, ’11HOW WE LOVE OUR PHONES
Average mobile user consumes 9 hours of media daily, their mobile device = 26% of this timeSource: Comscore 2012 US Digital FutureSource: Nielsen state of mobile Q3 ‘11 reportHOW WE LOVE OUR PHONES
Source: Sandivine report “Global Internet Phenomena” 2012
More than 1/3 of mobile (Google)searches have local intent “I get really geeked out when I think what would it mean if someone is moving faster than 3MPH relative to someone moving slower…”— Jason Spero, Google Head of Mobile Sales and StrategySource: Adweek Feb 13, ‘12 “The Mobile Issue: Jason Spiro: Mobile Evangelist interview”
"I’d like to create an integrated television set that is completely easy to use," Jobs told his biographer, Walter Isaacson. "It would be seamlessly synced with all of your devices and with iCloud ... It will have the simplest user interface you could imagine. I finally cracked it.”Source: “Steve Jobs’ By Walter Isaacson
Source: PC World “AT&T Wireless Bandwidth Throttling: The Backlash Has Begun” Feb 14, ‘12BANDWIDTH THROTTLING
Half Hour of Reality TV One hour of scripted$100-$500K drama $1MM-2MMSource: http://www.eonline.com/news/ask_the_answer_bitch/which_costs_more_reality_tv_scripted/70141ORIGINAL CONTENT IS EXPENSIVE