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Adam Simon - Apps in the Living Room: Opportunities in 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
- 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