This document discusses the evolution of television advertising towards a more interactive and addressable model, driven by advancements in technology and shifting consumer behaviors. Addressable TV allows for targeted ads based on household data, improving efficiency and engagement by reducing waste in advertising spending. The future of TV includes interactive broadcasting and t-commerce, enabling real-time consumer engagement and driving ROI for marketers.

1. Addressable TV - 2012 and beyond
Amsterdam 2012

2. Hola!
We are a leading social media marketing agency with
offices in Amsterdam, London, Madrid and Milan
We are helping brands to transform from traditional
advertising, towards a model that is more content-
driven, engaged and focused on consumer dialogue
Because without great content there is no engagement.
And without engagement there is no buzz, no viral,
no social and no community
We work with TomTom, Nike, Dell, Mazda and LG
If you’d like help too, pls connect to socialmedia8.com

3. The Re-evolution of the medium TV
One-way communication and Television ran the show for about 60 years.
We now welcome CMOs to the re-evolution of the medium Television.
TV will transform to more channels, more platforms (cable, ip, connected), more
screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu,
Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…

4. R.I.P TV?
The internet introduced freedom of choice, not being bound by selective channels.
As massive audiences have moved towards digital, media budgets are shifting too.
Is this trend killing TV softly?

5. TV was never gone
In reality the TV empire is far from crumbling. In the US traditional television still has
the highest reach: 96% and TV advertising is still a whopping $70 billion business.
However one downside of TV advertising is the amount
of waste that is needed to reach the target audience.
Source: Experian Simmons

6. It’s all about efficiency
What if you could efficiently target your audiences with TV ads?

7. The Solution: Addressable TV
Addressable TV Advertising is delivering TV commercials to specific audiences using
household-level analytical profiling and segmentation. In short, Addressable TV
enables brands to deliver specific messages tailored to their target audiences.
Addressable TV Advertising is tailored to your audience
100 MAIN ST. 200 MAIN ST. 300 MAIN ST. 400 MAIN ST.
Existing Customer Existing Customer Prospect Prospect
Family A Family B Family A Family B
$50K+ $150K+ $50K+ $150K+
Marketer
Source: Visible World

8. Addressable TV Ads: How does it work?
Recent advances in the technology to collect and assess set-top-box data, offer useful
data currency to increase TV's efficiency and accountability as a marketing medium.
Addressable TV offers a more accurate alternative to Nielsen data, and helps CMOs
to go beyond demographics with consumer interests, clickstream and buying behavior.

9. Addressable TV: The Benefits
Why should CMOs embrace Addressable TV?
 Offers a more accurate alternative to Nielsen data for buying slots in linear TV
 Gains 56% higher efficiency in delivering TV ads to relevant target groups
(opposed to the whole population), decreasing waste significantly
 Helps to go beyond demographics, offering: geographic data, consumer
interests, product affinity, clickstream and buying behavior analyses.
 Enables interactions with audience as viewers can request for information (RFI)
 Viewers have the ability to opt-in for specific ads gaining superior engagement
that can increase direct leads and sales
 Finally gives TV efficiency, measurement, metrics, actionable insights,
accountability and ROI it deserves
 Addressable TV can now close the loop as social media: See, Like, Buy
Source: ViralBlog.com

10. Addressable TV - Future Outlook
In the US alone, there will be 66 million subscribers enabled for
addressability, representing 60% of the Pay-TV marketplace by 2015.
By 2015 TV the US will still be on top with 39.2% of the
Source: eMarketer
total media spendings, followed by digital with 25.6%

11. Interactive Experience
What if you could make your Addressed TV Ads engaging, interactive experiences?

12. Interactive Broadcasting
With Interactive Broadcasting CMOs can engage and retain their audiences in a
whole new way. Viewers will be able to:
 Participate – i.e. vote for a reality TV contestant
 Request for information (RFI)
 Take polls and tests
 Buy via T-Commerce
The most interesting feature for CMOs might be T-Commerce.
With T-Commerce viewers can make purchases while watching a TV show
and even during your TV commercial.
You might say “I’ve heard that before”. But just think non linear with us for
one more moment. F-Commerce offers CMOs a new See, Like, Buy funnel,
and the global Social Commerce revenues will rise to $30 billion by 2015.

13. T-Commerce
T-Commerce will enable CMOs to take advantage
of viewers’ impulse buying needs through TV.
T-Commerce will connect brands to targets in real-time, and enables engagement during
TV commercials (or other branded entertainment experiences) in richly immersive ways.

14. T-Commerce – Future Outlook
In 2010 the E-Commerce revenues in the US have grown to a $175 billion
industry. This certainly shows the revenue opportunities for T-Commerce.
As over 90 million US households have Pay-TV , and are watching 8 hours TV on
average per day, T-Commerce could be that disruptive force to ROI driven CMOs.
Source: Forrester Research

15. Example: T-Commerce TV Ad
While watching CNN, Samsung could target it’s new tablet like this
This is an example created by SocialMedia8, just to visualize the possibilities of T-Commerce.

16. Recap
With Addressable TV & Interactive Broadcasting CMOs can
 Target specific audiences efficiently and decrease waste significantly
 Gain powerful metrics and feedback from target audiences
 Engage viewers by delivering branded entertainment experiences
 Go beyond a media outlet, and evolve TV into a direct sales channel
 Finally get their measurement, audit, metrics, actionable insights and ROI
 Now make their TV advertising as interactive and social as in the online world
Addressable TV Advertising is ultimately about: showing the right ad to the right
targets (less waste) across multiple devices and multiple ad formats - in order
to drive efficiencies in the ecosystem and to improve accountability and ROI.

17. R.I.P TV?
Definitely not. TV is still the global king in terms of media spend.
However, the Internet is the emperor in several markets already.
The medium TV will change dramatically in the next 5 years. So CMOs should
definitely integrate Addressable TV into their long term marketing strategies.

18. Adios!
Some see countries with borders
We see markets with opportunities
Buzz, reach, engage, connect, distribute or amplify
Connect to socialmedia8.com if you see opportunities
Igor Beuker
Founder – CSO Chi Chung Man – Insights Analyst
igor@socialmedia8.com Rick Dauvillier – Social Analyst
0031 20 575 74 55