1. CONNECTED TV ADOPTION WILL BEFASTER THAN EVER (THANKS TO MOBILEPHONES)•It took radio 38 years to reach 50M listeners•TV took 13 years to reach 50M viewers•Internet took 4 years, iPod took 3 years•Facebook had 100M users in less than 9 months•iPhone app downloads hit 1 billion in 9 months•Most likely in 2014, there will be 100M tablets andsmartphones appear in front of 100M smart TVs...
SAMSUNG SMART TV •built-in Wi-Fi •apps based •motion sensor control •AllShare Play
2. SECOND SCREEN ENGAGEMENT WILL DRIVECURATED, INTERACTIVE EXPERIENCES AND NEWMONETISATION MODELS •Second screen is your mobile device, it will fundamentally change the game of 200 billion global ad spend and another 200 billion pay tv revenue •Payments/micropayments becomes so easy •It allows for deep social integration •70% of tablet owners and 68% of smartphone owners said they use devices while watching tv, according to one Nielsen study
NEW MARKETING WAYS FOR SECOND SCREENARE BEING USED•leveraging second screenduring live events•gamifying tv ads•syncing e-commercewith tv content•s p o n s o r i n g s e c o n d -screen extras•e n a b l i n g r e a l - t i m einteractivity
3. TV AD BUSINESS WILL BE RE-DEFINED. •Data mining from second screen and connected tvs will change the game of TV metrics. Web-style analytics will give data from VOD servers, TV browser pages, TV and second screen devices. •Connected TV and second screen Ad injection system will be invented and manipulated. •New second screen systems will also enable the audience to buy merchandise speciﬁcally related to what they are watching on TV or in relation to a brand or sponsor of the show.
4 . F I G H T I N G W I L L B E C O N S TA N T F O REVERYTHING. •Global TV market is too big. There will be many old and new players in the game to change the rules constantly. •The old “brands-agencies-broadcasters-consumers” will be changed. •The 30 second spot is dead (other than for Live). Second screen behavior on the rise will acerbate tradition 30-second spot structure as more people move to multiplatform and engage second screen during commercials. •Brands are more likely to go direct-to-consumer relationship.
BIG GUYS WILL FIGHT TO BECOME THE STANDARDAND THE PLATFORMS FOR CONSUMERS
The future isn’t either traditional or digital: it’s a feedbackloop between the two.Televisions fans want to get involved and be counted. It’show creative we are in engaging those fans - and keepingthem connected even as they may move away from thetraditional network - that will determine how potent andproﬁtable we will be in the future.Kevin Reilly, President of Entertainment, Fox Broadcasting