SlideShare a Scribd company logo
10 lundis 
pour 
rattraper 
le train du 
digital Wrap up digital 7 : Automated 
media trading & Real-time-Bidding 
New sales model for multiple 
screen digital video advertising.
10 lundis 
pour 
rattraper 
le train du 
digital 
The Era of the Telenaut
10 lundis 
pour 
rattraper 
le train du 
digital 
The New Normal – It will never be 
again like in the “good old days”! 
1 • In analogy with Peter Hinssen book The New Normal: 
http://www.peterhinssen.com/books/the_new_norm 
al 
The way companies do business radically changed. 
Changes brings opportunities but also a set of new 
rules that will drastically change the business & sales 
models of those companies. Most will succeed in this 
transformation while others will suffer from a severe 
headache ( cfr Catherine The Great)
10 lundis 
pour 
rattraper 
le train du 
digital 
Automatization is indisputably linked 
to mankind’s ambition to achieve a 
higher level of competence and 
efficiency 
• From the first computer delivered to the British 
Finance Department in the 1950’s, mainly for 
calculation purposes only, to the driverless cars to hit 
our roads in 2020. The necessity of automatization 
that faced the industrial environment will shift to 
service-companies and ‘sales’ organisations. 
2
10 lundis 
pour 
rattraper 
le train du 
digital 
The Era of the Telenaut - Internet 
& connectivity will be just as 
ubiquitous as electricity 
3 • Paradigm shift : A shift is taking place where traditional 
forms of ad media (analog broadcast, TV) are joined by 
new digital forms led by the internet. The convergence 
of screens and content offers unseen possibilities to 
innovate both from the viewers and advertisers 
perspective. The internet's ability to offer a 
personalized and interactive environment is attractive 
to advertisers and sets a precedent the content 
providers must eventually meet.
10 lundis 
pour 
rattraper 
le train du 
digital 
Evolve or Perish – The media 
Darwinism. 
• Broadcasters have been selling TV ad space the same 
way like they did decades ago while innovation mostly 
occurred at the technology side, today’s conservative 
sales models are not aligned with the current disrupted 
market dynamics. With the on-going media 
fragmentation new sales models need to emerge 
making use of scarcity of digital video inventory to 
increase monetization and the technology to scale and 
increase client base. 
4
10 lundis 
pour 
rattraper 
le train du 
digital 
Selling of all media forms will be 
automated in the next decade. 
• Traditional media companies are still reluctant to 
change their sales models certainly in a New Normal 
environment. Eventually nothing changes, they can still 
wheel and deal like they did before but now machines 
will do the work. 
5
10 lundis 
pour 
rattraper 
le train du 
digital 
Telco companies and Smart CTV 
manufacturers all want a piece of the 
Advertisement Pie 
• With over 170 Billion $ Ad spend in TV and Video 
Globally, traditional and established companies are 
becoming the new predators to claim a part of that 
media spend. They own the technology, capabilities 
and data to succeed entering the Ad-ecosystem. 
6
10 lundis 
pour 
rattraper 
le train du 
digital 
• If cars will be able to drive without driver in 2020, 
media will face equal disruptive change in the future 
and particularly all audio-visual content. 
Personal assistance technology will plan your day and 
make existing models like linear TV channels 
obsolete. Virtual reality, holographic displays will 
enter our homes and change how we watch audio-visual 
content significantly. 
7 
4 ways why TV advertising will 
change the next decade
10 lundis 
pour 
rattraper 
le train du 
digital 
Linear versus non-linear battle 
• Video consumption is growing rapidly. Consumers are 
increasingly digital, mobile, interactive, social and 
connected. 
• This leads to a convergence between TV content and 
Internet video. 
• TV screens and second screens such as laptops, tablets 
and smartphones, are becoming more and more 
complementary. 
The words linear and nonlinear will disappear the next 
decade to become a personal audio-visual 
entertainment environment. Linear and non-linear are 
business terms anyway, which consumers don’t use 
nor see the difference between both. 
8 
Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another
10 lundis 
pour 
rattraper 
le train du 
digital 
Economic models disrupting 
the Advertising Economy 
• Telco’s are investing and buying content and TV 
Channel ( De Vijver/Telenet). 
Broadcasters are set-up independent distribution 
systems. 
Audi-visual content providers are able to create 
unlimited TV channels and distribution platforms. 
(STEVIE) 
All 3 parties putting up fences to protect their 
traditional business and creating new alternatives to 
enter new markets. 
In the end all 3 parties will need to collaborate and 
consolidate to successfully succeed in a necessary 
transformation. 
9

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Bmm awrapup7 2014v2[1]

  • 1. 10 lundis pour rattraper le train du digital Wrap up digital 7 : Automated media trading & Real-time-Bidding New sales model for multiple screen digital video advertising.
  • 2. 10 lundis pour rattraper le train du digital The Era of the Telenaut
  • 3. 10 lundis pour rattraper le train du digital The New Normal – It will never be again like in the “good old days”! 1 • In analogy with Peter Hinssen book The New Normal: http://www.peterhinssen.com/books/the_new_norm al The way companies do business radically changed. Changes brings opportunities but also a set of new rules that will drastically change the business & sales models of those companies. Most will succeed in this transformation while others will suffer from a severe headache ( cfr Catherine The Great)
  • 4. 10 lundis pour rattraper le train du digital Automatization is indisputably linked to mankind’s ambition to achieve a higher level of competence and efficiency • From the first computer delivered to the British Finance Department in the 1950’s, mainly for calculation purposes only, to the driverless cars to hit our roads in 2020. The necessity of automatization that faced the industrial environment will shift to service-companies and ‘sales’ organisations. 2
  • 5. 10 lundis pour rattraper le train du digital The Era of the Telenaut - Internet & connectivity will be just as ubiquitous as electricity 3 • Paradigm shift : A shift is taking place where traditional forms of ad media (analog broadcast, TV) are joined by new digital forms led by the internet. The convergence of screens and content offers unseen possibilities to innovate both from the viewers and advertisers perspective. The internet's ability to offer a personalized and interactive environment is attractive to advertisers and sets a precedent the content providers must eventually meet.
  • 6. 10 lundis pour rattraper le train du digital Evolve or Perish – The media Darwinism. • Broadcasters have been selling TV ad space the same way like they did decades ago while innovation mostly occurred at the technology side, today’s conservative sales models are not aligned with the current disrupted market dynamics. With the on-going media fragmentation new sales models need to emerge making use of scarcity of digital video inventory to increase monetization and the technology to scale and increase client base. 4
  • 7. 10 lundis pour rattraper le train du digital Selling of all media forms will be automated in the next decade. • Traditional media companies are still reluctant to change their sales models certainly in a New Normal environment. Eventually nothing changes, they can still wheel and deal like they did before but now machines will do the work. 5
  • 8. 10 lundis pour rattraper le train du digital Telco companies and Smart CTV manufacturers all want a piece of the Advertisement Pie • With over 170 Billion $ Ad spend in TV and Video Globally, traditional and established companies are becoming the new predators to claim a part of that media spend. They own the technology, capabilities and data to succeed entering the Ad-ecosystem. 6
  • 9. 10 lundis pour rattraper le train du digital • If cars will be able to drive without driver in 2020, media will face equal disruptive change in the future and particularly all audio-visual content. Personal assistance technology will plan your day and make existing models like linear TV channels obsolete. Virtual reality, holographic displays will enter our homes and change how we watch audio-visual content significantly. 7 4 ways why TV advertising will change the next decade
  • 10. 10 lundis pour rattraper le train du digital Linear versus non-linear battle • Video consumption is growing rapidly. Consumers are increasingly digital, mobile, interactive, social and connected. • This leads to a convergence between TV content and Internet video. • TV screens and second screens such as laptops, tablets and smartphones, are becoming more and more complementary. The words linear and nonlinear will disappear the next decade to become a personal audio-visual entertainment environment. Linear and non-linear are business terms anyway, which consumers don’t use nor see the difference between both. 8 Image from Nick Adrew, 2013 – note: figures may vary from one vertical to another
  • 11. 10 lundis pour rattraper le train du digital Economic models disrupting the Advertising Economy • Telco’s are investing and buying content and TV Channel ( De Vijver/Telenet). Broadcasters are set-up independent distribution systems. Audi-visual content providers are able to create unlimited TV channels and distribution platforms. (STEVIE) All 3 parties putting up fences to protect their traditional business and creating new alternatives to enter new markets. In the end all 3 parties will need to collaborate and consolidate to successfully succeed in a necessary transformation. 9

Editor's Notes

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