What’s
Up with
SocialTV
A Return to
The Family Room
IMEDIA ENTERTAINMENT
SUMMIT
June 26, 2012

INTRODUCING
SOCIALTV
For next 15-minutes we’ll cover:
• Definining SocialTV Space
• Influences in SocialTV
• SocialTV for Entertainment
• Thoughts on Engaging A Who?
Fast-Moving Ecosystem @MARKSILVA
• Conclusions #imediasummit
#SocialTV
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 2 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES

Defining the
SocialTV Space

WHERE DOES
IT FIT?
• Start with Kawaja’s
Social Lumascape
• As with all shifts in
consumer behavior and
media, SocialTV is a
convergence of a
number of other
influences, growing
sophistication of the
Internet Stack and tools
along with new
See Terry Kawaja’s 2012 SF ad:tech keynote at: technologies, products
http://www.youtube.com/watch?v=GPo3qoW1B8g and services

CAN WE
SIMPLIFY IT
FURTHER?
• Companies that define
their focus on
SocialTV discovery or
companion apps
trying to:
• Enable a better TV
Guide, recording and
viewing experience
• Make TV more Social
• Analytics and
eventually ad delivery

BREAKING
DOWN
SOCIALTV
TO ITS
SOCIAL
Audience+Network
TV
Audience
ELEMENTS
• Social: Our closest,
most intimate &
influential
connections
• TV: Scale (2-commas,
save the drama); last
legal addiction?;
about to get even
better

HOW ABOUT A
DEFINITION
OF SOCIALTV?
“Social tele vision is a general term for
technology that su pports communication and
social interaction in either the context of
watching televisio n, or related to TV content.
d
It also includes th e study of television-relate
s.”
social beh avior, devices and network

SIZE OF THE
PRIZE?
• Gartner: $3
trillion
infotainment
market by 2015 –
Branded Content
Opportunity
• Nielsen: 90%
smartphone and
tablet owners
use them while
watching TV
SOURCE:

GRATUITOUS
INFOGRAPHX
FOR YOUR
NEXT
SOCIALTV
DECK
Source: Digital Ministry: http://digitalministry.com/UK/articles/1397/The+future+of+TV+is+social+and+the+revolution+is+coming+%21/1

GRATUITOUS
INFOGRAPHX
FOR YOUR
NEXT
SOCIALTV
DECK
Source: Ann-Marie Roussel 2012: http://www.edgeofdigitalculture.com/2012/06/05/the-social-tv-puzzle-infographic/

GRATUITOUS
INFOGRAPHX
FOR YOUR
NEXT
SOCIALTV
DECK
Source: TrendRR, Wireset, AdAge 2012: http://adage.com/article/trending-topics/a-snapshot-exploding-social-tv-ecosystem/234926/

GRATUITOUS
10% INFOGRAPHX
FOR YOUR
20%
NEXT
SOCIALTV
DECK
70%
Acquire Obscure Breakout
Source: TrendRR, Wireset, AdAge 2012: http://adage.com/article/trending-topics/a-snapshot-exploding-social-tv-ecosystem/234926/

Visual, Motion & Voice Input, Augmented Reality, Info Symmetry
What we want it to be
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Visual, Motion & Voice Input, Augmented Reality, Info Symmetry
What it’s like today
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES

Influences for
SocialTV

DEFINING INFLUENCES ON SOCIALTV
• Adoption of smart phones, tablets and smart TVs
• Mass reach and engagement of Social Media
• Installed SocialTV consumers
• Amount of new second-screen applications and smart TV platforms
• Consolidation and emergence of dominant second-screen
experiences
• Correlation of SocialTV metrics to ratings and revenues
• Level of investment in startups, new companies
• Integration of social into TV program
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved Source: TrendRR, Wireset

INNOVATION
Fast, Faster, Fastest Device Adoption AROUND THE
BOX
• When broadband hit
50%, YouTube
happened
• When smartphones hit
50%: Instagram
• When is SocialTV’s
tipping point moment
and what is the new
behavior/device enabler
that will win?
Source: Apple, Mary Meeker, KPCB

CUDDLE
UP
MEDIUM
Source: Nielsen Q3 2011 Connected Device Report, Jason Calacanis post “Cuddle Up Medium”

FITS-IN
89%
82%
MEDIUM
80%
76%
47%
39% 49%
43%
Source: Nielsen Q3 2011 Connected Device Report

DEVICE
SocialTV: An Accretive Opportunity ADOPTION
• Just as mobility drove
adoption and utility for
phone subscription
revenues we anticipate
SocialTV to drive
accretive revenues for
the entire food chain
Source: Apple, Mary Meeker, KPCB

SocialTV for
Entertainment

REAL, REAL-
TIME
ANALYTICS
When the show airs on
the East Coast, and we’re
on the West Coast, we hit
Twitter, and watch people
watching the show and
basically in real time,
laughing on Twitter. We
get instant feedback
about which lines work.
Stephen Levitan,
Modern Family
Source: Kara Swisher, AllThingsD

VISIBLY
ENGAGED
AUDIENCES
GATHERING
AROUND TV
CONTENT
• Economics and
4,593,467 Likes results of a Fan
49,467 talking Page are hard to
about this debate with
Entertainment
• Built-in
infrastructure and
audiences

TV DOLLARS TO
Adjusting to New Currency DIGITAL DIMES
TO MOBILE
PENNIES
• By most measures the
hyper- accuracy,
timeliness, locality and
context of Mobile are
driving growth and
relevance, but at the
cost of CPMs
• Good news: more
effective for marketers
Source: Apple, Mary Meeker, KPCB

ARPU=SILVER
Growth in Mobile-Centric Societies LINING IN NEW
PLATFORM
FUNDING
• Good news found in
mobile-centric
society, Japan w/Gree
& Cyberagent showing
rapid growth in mobile
ARPU in past few
quarters
Sources: Mary Meeker, KPCB, Morgan Stanley, Gree & CyberAgent

“IT’S LIKE THE
2011 US Ad Spending INTERNET
200 WITH MORE
ZEROES”
150 DAVE MORGAN, CEO, SIMULMEDIA
@DAVEMORGANNYC
$31,700,000
• Internet comprises
100
$171,700,000
$162,000,000
$144,000,000
<20% of US ad spend
• TV still dominant
50
medium for spending
• Argument goes: TV is
0
US Media 2011 the “scale solution,”
with social it is also the
IAB/PwC Kantar Magna
Internet smart-buy

WHAT BRANDS
Top Internet Ad Categories EMBRACE THE
DIGITAL AGE
BEST?
• Retail, Financial
Services, Telecom,
Automotive, Computing
and Travel have all
transformed business
models with digital
• Growth opportunity
great in CPG, Media
and Entertainment
Source: IAB/PwC 2012

Engaging the
Ecosystem

WHY BIG
BRANDS ARE
SETTING UP
SHOP,
INVESTING,
ACQUIRING
AND COMING
TO THE
VALLEY

CURRENT STATE
Technology
Agency
Marketer
Capital
Well Established Value-Creating Relationships
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THE GEEKOSYSTEM
At the center of this thesis
• Sum of parts, not one player
• Defining the intersection will generate
disproportionate value
• Technology will outstrip other elements in
ecosystem for wealth, value and cultural
capital generation
• Consider new compensation, organizational
structure, service and role definitions
Defining and Developing A Value-Creating Ecosystem
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

BIG BRAND
ACQUISITION
EXAMPLES:
Walmart:
• Kosmix
• Grabble
• Set Direction
• One Riot
The Walt Disney Co:
• Playdom
• Club Pinguin
• Tapulous

BIG BRAND
INVESTMENT
EXAMPLES:
PepsiCo and Unilever:
• Physic Ventures
• Yummly
American Express
• Establishes $100m
fund for payments

BIG BRANDS
SETTING UP
SHOP IN THE
VALLEY:
Anheuser-Busch/InBev
• Beer Garage
Best Buy
Proctor & Gamble

A NEW WAY TO
LOOK AT MEDIA
BUYING AND
PARTNERS:
SCALE
+ ADAPTIVE
+ ADVISORY
+ PARTNERS
+ STRATEGIC
+ VALIDATION

CHANGE IS EVENT DRIVEN
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

Adam Broitman Adam Burg Mark Ghuneim Lori Schwartz
Circ.Us Digit TrendRR, Wireset World of Schwartz
Huge Thanks to The
SocialTV Ecosystem

Thank you. Let’s Make Stuff Happen.
@MarkSilva on Twitter, LinkedIn & Facebook
+RealMarkSilva on Google & Skype
ANTHEM WORLDWIDE
77 Maiden Lane
Fourth Floor
San Francisco, CA 94108
digital.anthemww.com Awesome compendium of links for the space:
@anthemww
Facebook: Anthem http://bit.ly/SocialTeeVee