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OTT: What the Living Room Revolution 
Means for Brands 
September 19, 2014
© 2013 IPG Media Lab. Proprietary & Confidential 2 
“How did you go bankrupt?” Bill asked. 
“Two ways,” Mike said. “Gradually, then 
suddenly.” 
— Ernest Hemingway, 
The Sun Also Rises
In 2013, for the first time since the advent of cable, there was a net loss of subscribers, while connected devices continue to grow. 
© 2013 IPG Media Lab. Proprietary & Confidential 3 
We’ve hit “Peak Cable"
OTT is slowly but surely taking cable’s marketshare 
Over-the-Top (OTT) services and hardware circumvent the traditional framework of pay 
TV services like cable and satellite by delivering content to the television over 
broadband Internet: 
• Over-the-top platforms (e.g. Roku, Smart TVs) are expected to cause a small but 
slowly growing cohort of cable/satellite TV subscribers to drop these services over 
the next five years (in addition to Millennials coming of age having never subscribed 
to traditional services in the first place, a la the decline of landlines). 
• The 2014 footprint of OTT devices in the US expected to be 47 million, up 100% over 
last year. 
© 2013 IPG Media Lab. Proprietary & Confidential 4 
Source: MAGNA GLOBAL’s Media Access Quarterly 2014
© 2013 IPG Media Lab. Proprietary & Confidential 5 
And it’s not just for tech-savvy 
geeks 
OTT has infiltrated the average living room through smart TVs, Blu-Ray 
players, set-top boxes, and gaming consoles: 
• Smart TV footprint in the US is expected to rise from 45 million today 
to 78 million by 2018. 
• By the end of 2014, the footprint of connected game consoles (e.g. 
PS3/4, Xbox 360/ONE) is expected to be 88 million homes. 
Source: MAGNA GLOBAL’s Media Access Quarterly 2014 
An image from a consumer electronics retailer mailer; note that OTT 
services such as Netflix and HuluPlus are clearly advertised
OTT is fundamentally challenging decades-old assumptions 
• Why are TV channels numbered? 
• Why do viewers have to wait for the program they 
want “to be on”? 
• Why don’t we have precise targeting and analytics 
for TV ads? 
• Why is the call to action of most ads “remember 
this now, buy later”? 
© 2013 IPG Media Lab. Proprietary & Confidential 6
© 2013 IPG Media Lab. Proprietary & Confidential 7 
TV is starting to resemble the 
content model found on mobile 
devices 
And it’s no accident: both user interfaces are designed for consuming 
concept in the digital age. On OTT platforms, the artificial construct of 
numbering content and browsing for “what’s on” melts away: content is 
always on; bundles give way to micro-subscriptions.
© 2013 IPG Media Lab. Proprietary & Confidential 8 
Business models are evolving 
Currently, networks act as intermediaries between 
content and brands. 
Adver'ser 
2 
tons 
of 
money 
Network 
A 
ton 
of 
money 
Content 
Owner
OTT delivers content directly to brands and consumers 
New models will evolve out of users’ relationship with content 
rather than distribution channels. 
© 2013 IPG Media Lab. Proprietary & Confidential 9 
Adver'ser 
Ad 
Revenue 
Content 
Owners 
Subscrip'on 
Fees 
Audience
The wide adoption of OTT viewing will force brands to reconsider everything from how 
to buy airtime to how to achieve mass reach. Pre-, mid-, and post-rolls on videos will 
continue to resemble the typical 30-second spot, but new tools will become available, 
such as: 
• Branded content channels 
• Interactive, social shopping experiences 
• Display ads within the device UX 
• Sponsored interactive experiences with an overlay synced to other content 
© 2013 IPG Media Lab. Proprietary & Confidential 10 
What now for brands?
Buying and measurement will be made for the digital world 
Tools and workflow will feel like those used for the web: 
• Measurement will resemble web analytics much more than Nielson scores. 
• More ad inventory will be bought programmatically through mechanisms not unlike 
© 2013 IPG Media Lab. Proprietary & Confidential 11 
those found on the web. 
• TV ads will be delivered in an addressable fashion, tailored for each household and 
often bought in an RTB exchange.
© 2013 IPG Media Lab. Proprietary & Confidential 12 
Coming to a living room near you 
OTT isn’t going to replace cable tomorrow, or even next year. But if you’re not paying 
attention, one day soon you’ll suddenly find: 
• Brands will target home viewers based on cross-device behavior and 
demographics, down to the individual household level 
• On-demand, a la carte programming is the norm 
• Consumers will interact with ads using their mobile phones 
• Social sharing endpoints will exist throughout entertainment programming, 
branded or otherwise
© 2013 IPG Media Lab. Proprietary & Confidential 13 
IPG Media Lab releasing a white paper on OTT 
The Lab has released an in-depth white paper on the OTT ecosystem and its implications for media 
owners and brands, including: 
• An analysis on what is delaying changes in viewing behaviors 
• A sampling of innovative services and hardware that exemplify the potential for huge changes in 
viewing behavior 
• Case studies of how marketers are already active in the space 
• How incumbent cable and satellite operators are reacting 
• A vision for new forms of content and ad inventory in the future 
• How this affects the move towards programmatic 
Download the full paper here.
© 2013 IPG Media Lab. Proprietary & Confidential 14 
Thanks! 
We hope you’ve found this POV insightful and provocative. If you have 
questions, please contact us: 
ipglab.com 
info@ipglab.com 
212.883.4751 
@ipglab

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OTT: What the Living Room Revolution Means for Brands

  • 1. OTT: What the Living Room Revolution Means for Brands September 19, 2014
  • 2. © 2013 IPG Media Lab. Proprietary & Confidential 2 “How did you go bankrupt?” Bill asked. “Two ways,” Mike said. “Gradually, then suddenly.” — Ernest Hemingway, The Sun Also Rises
  • 3. In 2013, for the first time since the advent of cable, there was a net loss of subscribers, while connected devices continue to grow. © 2013 IPG Media Lab. Proprietary & Confidential 3 We’ve hit “Peak Cable"
  • 4. OTT is slowly but surely taking cable’s marketshare Over-the-Top (OTT) services and hardware circumvent the traditional framework of pay TV services like cable and satellite by delivering content to the television over broadband Internet: • Over-the-top platforms (e.g. Roku, Smart TVs) are expected to cause a small but slowly growing cohort of cable/satellite TV subscribers to drop these services over the next five years (in addition to Millennials coming of age having never subscribed to traditional services in the first place, a la the decline of landlines). • The 2014 footprint of OTT devices in the US expected to be 47 million, up 100% over last year. © 2013 IPG Media Lab. Proprietary & Confidential 4 Source: MAGNA GLOBAL’s Media Access Quarterly 2014
  • 5. © 2013 IPG Media Lab. Proprietary & Confidential 5 And it’s not just for tech-savvy geeks OTT has infiltrated the average living room through smart TVs, Blu-Ray players, set-top boxes, and gaming consoles: • Smart TV footprint in the US is expected to rise from 45 million today to 78 million by 2018. • By the end of 2014, the footprint of connected game consoles (e.g. PS3/4, Xbox 360/ONE) is expected to be 88 million homes. Source: MAGNA GLOBAL’s Media Access Quarterly 2014 An image from a consumer electronics retailer mailer; note that OTT services such as Netflix and HuluPlus are clearly advertised
  • 6. OTT is fundamentally challenging decades-old assumptions • Why are TV channels numbered? • Why do viewers have to wait for the program they want “to be on”? • Why don’t we have precise targeting and analytics for TV ads? • Why is the call to action of most ads “remember this now, buy later”? © 2013 IPG Media Lab. Proprietary & Confidential 6
  • 7. © 2013 IPG Media Lab. Proprietary & Confidential 7 TV is starting to resemble the content model found on mobile devices And it’s no accident: both user interfaces are designed for consuming concept in the digital age. On OTT platforms, the artificial construct of numbering content and browsing for “what’s on” melts away: content is always on; bundles give way to micro-subscriptions.
  • 8. © 2013 IPG Media Lab. Proprietary & Confidential 8 Business models are evolving Currently, networks act as intermediaries between content and brands. Adver'ser 2 tons of money Network A ton of money Content Owner
  • 9. OTT delivers content directly to brands and consumers New models will evolve out of users’ relationship with content rather than distribution channels. © 2013 IPG Media Lab. Proprietary & Confidential 9 Adver'ser Ad Revenue Content Owners Subscrip'on Fees Audience
  • 10. The wide adoption of OTT viewing will force brands to reconsider everything from how to buy airtime to how to achieve mass reach. Pre-, mid-, and post-rolls on videos will continue to resemble the typical 30-second spot, but new tools will become available, such as: • Branded content channels • Interactive, social shopping experiences • Display ads within the device UX • Sponsored interactive experiences with an overlay synced to other content © 2013 IPG Media Lab. Proprietary & Confidential 10 What now for brands?
  • 11. Buying and measurement will be made for the digital world Tools and workflow will feel like those used for the web: • Measurement will resemble web analytics much more than Nielson scores. • More ad inventory will be bought programmatically through mechanisms not unlike © 2013 IPG Media Lab. Proprietary & Confidential 11 those found on the web. • TV ads will be delivered in an addressable fashion, tailored for each household and often bought in an RTB exchange.
  • 12. © 2013 IPG Media Lab. Proprietary & Confidential 12 Coming to a living room near you OTT isn’t going to replace cable tomorrow, or even next year. But if you’re not paying attention, one day soon you’ll suddenly find: • Brands will target home viewers based on cross-device behavior and demographics, down to the individual household level • On-demand, a la carte programming is the norm • Consumers will interact with ads using their mobile phones • Social sharing endpoints will exist throughout entertainment programming, branded or otherwise
  • 13. © 2013 IPG Media Lab. Proprietary & Confidential 13 IPG Media Lab releasing a white paper on OTT The Lab has released an in-depth white paper on the OTT ecosystem and its implications for media owners and brands, including: • An analysis on what is delaying changes in viewing behaviors • A sampling of innovative services and hardware that exemplify the potential for huge changes in viewing behavior • Case studies of how marketers are already active in the space • How incumbent cable and satellite operators are reacting • A vision for new forms of content and ad inventory in the future • How this affects the move towards programmatic Download the full paper here.
  • 14. © 2013 IPG Media Lab. Proprietary & Confidential 14 Thanks! We hope you’ve found this POV insightful and provocative. If you have questions, please contact us: ipglab.com info@ipglab.com 212.883.4751 @ipglab