This document proposes developing a mobile app called the RedZone App to enhance the viewer experience of watching the NFL RedZone Channel. The app would allow users to interact socially while watching games, participate in live polls that could influence the TV programming, and access game updates and stats. It aims to create a more interactive and social second screen experience to complement viewing the RedZone Channel on TV. The document outlines potential features of the app, segmentation of target users, marketing strategies, and a five-year financial projection with increasing revenue from app subscriptions and downloads over time.
Unconventional Approaches to Influencer Marketing | Macy MillsJessica Tams
Influencer Marketing for games can mean more than uploading a simple Let´s Play on YouTube. While these classic examples can still work wonders, different games demand different approaches. This talk will highlight the various opportunities for game publishers to integrate their game with influencer marketing to drive successful results for their brand such as eSports tournaments, non-gaming channels, in-game integrations, and live activations.
The Video Console Wars updated December 2014Dan Matthews
A brief overview of the latest round in the ongoing battle to dominate the video gaming market. This presentation looks at the launch of PS4 and XBox One and considers the next steps in this battle, and who the likely winners and losers will be.
Unconventional Approaches to Influencer Marketing | Macy MillsJessica Tams
Influencer Marketing for games can mean more than uploading a simple Let´s Play on YouTube. While these classic examples can still work wonders, different games demand different approaches. This talk will highlight the various opportunities for game publishers to integrate their game with influencer marketing to drive successful results for their brand such as eSports tournaments, non-gaming channels, in-game integrations, and live activations.
The Video Console Wars updated December 2014Dan Matthews
A brief overview of the latest round in the ongoing battle to dominate the video gaming market. This presentation looks at the launch of PS4 and XBox One and considers the next steps in this battle, and who the likely winners and losers will be.
Presenter: Oscar Rondon, VP, Advanced TV, Amobee
The Advanced TV industry faces evolving fragmentation trends and consumer specific challenges. This session explores the current state of the TV industry and demonstrates how marketers can reach their target audiences with a holistic approach to TV planning and buying across multiple devices used to stream premium content.
Every year $70 billion is spent on the ads alone in US and 4 billion users world wide. Google TV integrates the traditional TV and Internet for a seamless user experience. With ever increasing user generated video content on the internet, Google TV would like to capture the ad $ by marrying the TV an Internet. In October 2010 Google inters the market via hardware vendors Logitech and Sony. Soon enough, customers are thrilled about the capabilities and at the same time they are confused thinking where does the Google TV fit into their current home entertainment.
In this market research and presentation, we will focus on the various aspects where Google, Logitech and Sony would have done better to segment and position the Google TV.
Deck presented to Brand Republic Digital Peer-to-Peer Exchange event 11.02.10 on how analytics from social media can drive actionable insight. Our Activision client, Mark Cox, co-chaired a Q&A and roundtable exchange.
Why should game publishers care about brand-safe, in-game ad experiences? The...DevGAMM Conference
As the gaming and advertising worlds become more intertwined, publishers need to understand how the ad-tech ecosystem works in order to stay compliant. Within this session, you will learn the regulatory impacts of choosing to serve ads as part of a revenue model. You will also learn why and at what stage you need to gather consent, and how being TCF-compliant can positively impact your CPMs and European traffic.
Curtis Marvis, President of Digital Media, Lionsgate, reveals how film studios are getting into the business of tackling the digital space. Learn about the creation of the Weeds Social Club and the Dirty Dancing Social Game, which became the #2 fastest growing facebook game in the world within two weeks of its launch. Lionsgate produces critically acclaimed television titles Mad Men, Weeds, and Nurse Jackie, and has released numerous box office hits including THE EXPENDABLES, THE LAST EXORCISM, SAW 3D, and PRECIOUS. Lionsgate continues to lead the way as an independent producer and distributor of motion pictures and television programming as it explores new opportunities in multi-platform and digitally delivered content.
Social TV has transformed TV from a one-way communication system to an interactive dialogue where TV watchers play an important role in co-creating the viewership experience.
The paid TV market is on the precipice of a fundamental change. Internet and mobile video are challenging traditional cable TV for the attention of viewers worldwide. Consumers are demanding more personalized, unfettered content and video service providers must deliver.
2012 2 8 mindshare digital po v superbowl 2012Mindshare
Practically an official national holiday in the United States, Super Bowl Sunday is often considered the wedding industry‟s vacation weekend, as it is the weekend with the fewest weddings planned across the country. Even people who do not like the sport of Football will tune in to watch the ads and enjoy the spectacle of this mega media event.
Overview slides for the Producers Guild of America New Media Council East event, 'Television Extended: Producing for the Second Screen,' at The New School, Monday, October 6, 2014
Presenter: Oscar Rondon, VP, Advanced TV, Amobee
The Advanced TV industry faces evolving fragmentation trends and consumer specific challenges. This session explores the current state of the TV industry and demonstrates how marketers can reach their target audiences with a holistic approach to TV planning and buying across multiple devices used to stream premium content.
Every year $70 billion is spent on the ads alone in US and 4 billion users world wide. Google TV integrates the traditional TV and Internet for a seamless user experience. With ever increasing user generated video content on the internet, Google TV would like to capture the ad $ by marrying the TV an Internet. In October 2010 Google inters the market via hardware vendors Logitech and Sony. Soon enough, customers are thrilled about the capabilities and at the same time they are confused thinking where does the Google TV fit into their current home entertainment.
In this market research and presentation, we will focus on the various aspects where Google, Logitech and Sony would have done better to segment and position the Google TV.
Deck presented to Brand Republic Digital Peer-to-Peer Exchange event 11.02.10 on how analytics from social media can drive actionable insight. Our Activision client, Mark Cox, co-chaired a Q&A and roundtable exchange.
Why should game publishers care about brand-safe, in-game ad experiences? The...DevGAMM Conference
As the gaming and advertising worlds become more intertwined, publishers need to understand how the ad-tech ecosystem works in order to stay compliant. Within this session, you will learn the regulatory impacts of choosing to serve ads as part of a revenue model. You will also learn why and at what stage you need to gather consent, and how being TCF-compliant can positively impact your CPMs and European traffic.
Curtis Marvis, President of Digital Media, Lionsgate, reveals how film studios are getting into the business of tackling the digital space. Learn about the creation of the Weeds Social Club and the Dirty Dancing Social Game, which became the #2 fastest growing facebook game in the world within two weeks of its launch. Lionsgate produces critically acclaimed television titles Mad Men, Weeds, and Nurse Jackie, and has released numerous box office hits including THE EXPENDABLES, THE LAST EXORCISM, SAW 3D, and PRECIOUS. Lionsgate continues to lead the way as an independent producer and distributor of motion pictures and television programming as it explores new opportunities in multi-platform and digitally delivered content.
Social TV has transformed TV from a one-way communication system to an interactive dialogue where TV watchers play an important role in co-creating the viewership experience.
The paid TV market is on the precipice of a fundamental change. Internet and mobile video are challenging traditional cable TV for the attention of viewers worldwide. Consumers are demanding more personalized, unfettered content and video service providers must deliver.
2012 2 8 mindshare digital po v superbowl 2012Mindshare
Practically an official national holiday in the United States, Super Bowl Sunday is often considered the wedding industry‟s vacation weekend, as it is the weekend with the fewest weddings planned across the country. Even people who do not like the sport of Football will tune in to watch the ads and enjoy the spectacle of this mega media event.
Overview slides for the Producers Guild of America New Media Council East event, 'Television Extended: Producing for the Second Screen,' at The New School, Monday, October 6, 2014
1. Game of Throws: Mitch Halpin Chihiro Kurokawa
Kellen Kruse Wenlie Ye
MOBILE | SOCIAL | INTERACTIVE
2. Therefore, content should evolve:
How can we establish better synergy across multiple platforms?
How do we create more valuable content for the multi-faceted customer?
What can create a viewer experience like none other?
4. Mobile – Utilize the second
screen in an unprecedented
fashion
Social – Create a discussion
forum that encourages
productive input which
improves the RedZone content
Interactive – Use crowd-
sourced feedback to determine
certain aspects of the
television programming
5. Notifications
Live game updates and stats
Red Room
Discussion Board
“High Five” & “Heat Index”
Live Polling
Drive traffic to other NFL-DM
properties
Hot Topix
Summary of hot trending
content
Social Media
Links to Facebook, Twitter,
Instagram, etc.
6. A 2nd screen product that complements and enhances
the NFL RedZone Channel
Red Room – a live-updated discussion room built into
the app. “High Fives” are analogous to “Ups” on Reddit
or “Likes” on Facebook
Get Red Hot in the Red Room!
Contribute good comments in order to trend up on the
Heat Index
“On-Fire” comments gain consideration for on-air
mention
7. 30-40m 4-9m 4-7m 2-5m 3-7m 7-10m
Key Differentiators:
Live Interaction with TV
What’s upcoming vs. what already happened
Live user-to-user interaction
Not just stats!
Increases traffic to other NFL-DM properties
* Estimates based on currently available public data
8. The RedZone App is the ONLY app that allows viewers
to actively impact TV programming
Social Media Correspondent has a prominent role and
works parallel to Scott Hanson
On-screen ticker and Social Media Correspondent will
let viewers know about polls and user content that has
made it on air
9. Casual Games
Conversion to Fantasy
NFLShop.com
Earn Fan Reward points
Fantasy Football
Updates based on NFL.com fantasy roster
NFL Rewind
Polls influence video highlights
10. The Die Hard
Jimmy’s House
Fantasy Geek
Geek-lite
Casual
Bob: Go Raidazzzz!!!!!
Chihiro: It’s Sunday, we’re going
to Jimmy’s house for the game.
Kellen: Again?
Mitch: I need 17 fantasy
points from Rodgers today
in order to win my league!!
Chelsea: Now I have something
to talk about at work.
Wenlie: There’s food at this
tailgate right?
11. Social
• Party Goers
• Gender Neutral
• Polls and Trends
Interactive
• See the Future
• Ease of Use
Mobile
• Never Miss a Play
• No Advertisements
Geography
• House (or Bar)
• Mid/Large Cities
Demographic
• Age 21 - 45
• Tech Savvy
Psychographic
• Instant Gratification
• Fantasy Players
Basic Segmentation
Life Style Segmentation
Jimmy’s House
12. Blogger Previews
Radio/Podcast Mentions
Co-marketing with existing casual games
App Store Promotions
On-Air Ads
On-Air Mentions / Tickers
Co-branding with cable/satellite
providers
At Launch
Pre-Launch
Post Launch
Timeline
13. All proposed capabilities are within the limitations of the
Android and iPhone SDK’s public API
Channel production must be tied together with App Content
In-studio staff member sending data on current/upcoming on-air
content to App
A slight delay prior from event to content on-air is needed for best
experience, but not necessary
Server farm doing on-going encoding into clips for in-app sharing
and tablet experience
Depending on content pipeline, social posting may occur slightly after
user makes the request.
Collaborative Parties
Apple & Google
Channel Production Staff
TV Distribution Partners (e.g., Comcast)
14. Video Applications
Verizon exclusivity contract
Tablet streaming capability
Customer Lifetime Value
Additional data needed to quantify CLV
Personalize Content
Based on user data and profile
15. Year 1 Year 2 Year 3 Year 4 Year 5
Subscriptions
Pay TV Subscribers 100.0 99.2 98.4 97.5 96.7
Cable TV 65.0 64.4 63.7 63.1 62.4
Satellite TV 35.0 34.8 34.7 34.5 34.3
DirecTV 20.0 19.9 19.8 19.7 19.6
DishNetwork 15.0 14.9 14.9 14.8 14.7
RedZone Subscribers* 20.0 22.0 24.2 26.6 29.3
RedZone App Downloads 6.0 6.6 7.3 8.0 8.8
Revenue
United States:
ASP 2.0$ 2.0$ 2.0$ 2.0$ 2.0$
US Sales 11.9$ 13.1$ 14.4$ 15.9$ 17.5$
International:
RedZone Subscribers 0.8 0.9 1.1 1.3 1.6
RedZone App Downloads 0.3 0.4 0.4 0.5 0.6
ASP 4.0$ 4.0$ 4.0$ 4.0$ 4.0$
Int'l Sales 1.2$ 1.4$ 1.7$ 2.1$ 2.5$
Sponsorship Revenue 1.0$ 1.1$ 1.2$ 1.3$ 1.5$
Total Sales 14.1$ 15.7$ 17.4$ 19.3$ 21.4$
Operating Cost
Startup Cost 0.9$ 0.2$ 0.2$ 0.2$ 0.2$
Development 0.7$ 0.2$ 0.2$ 0.2$ 0.2$
Servers 0.2$ 0.0$ 0.0$ 0.0$ 0.0$
Recurring Cost 4.3$ 4.7$ 5.2$ 5.7$ 6.3$
Cost of Sales 3.6$ 3.9$ 4.3$ 4.8$ 5.2$
SG&A:
Bandwith/CDN Fees 0.6$ 0.7$ 0.7$ 0.8$ 0.9$
Light Staff 0.2$ 0.2$ 0.2$ 0.2$ 0.2$
Total Costs 5.2$ 5.0$ 5.4$ 5.9$ 6.5$
Operating Profit 9.0$ 10.7$ 12.0$ 13.4$ 14.9$
*DirecTV subscribers are excluded from projections due to a separate RedZone platform
Pricing:
Premium App for the Passionate Football Fan
$1.99 per download in US Market
$3.99 per download in International Market