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THE
NEW
FACEOF
TELEVISION
A make-over or
reconstruction of
an industry in motion.
@DeanDonaldson
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8.7BnConnected devices in 2012
Source: Morgan Stanley / Cisco
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(Average 10 devices per person on planet!)
Source: Morgan Stanley / Cisco
75BnConnected devices by 2020
Multifaceted
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m
Adjective:
• Having many sides
• Having many different aspects or features
Progressive
Adaptive
Dynamic
Experiencing it Live
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$4M
100%TV Ads in
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source: Mashable, USATODAY
~48 million
social interactions
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2015 Global Mobile TV
$264m
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vs
5years ago?
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5years from
now
?
Focus on “video”
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11
OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE
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14
Average 65 year old
Years watching video
content during lifetime
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whatever
whenever
wherever
c
8M
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14
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14
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TVE 2014
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Largest hindrance to uptake of TV Everywhere
Content Rights
XXII Winter Olympics
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Reduce Friction
Auto Verification capabilities
Rights acquisitions negotiations
Facing Facts
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Progressive
18
TV
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The new broadband population in
certain countries prefer PCs over TVs
for watching their video content.
19
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“
”
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20
Video is everywhere
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5 years
10 years
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Internet Traffic will be video by 2014
91%
Connected TV
(It made up about 40% in 2012!!)
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Global Shipments
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900m
172m Source: IDC
Global Shipments
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>1bnmobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC
28%
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smartphone owners
now own a tablet
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40%all Americans now own a tablet
50%Tablet users watch video content
25
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Tablets overtake PC
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Tablet
Other
Connected TV
SmartPhone
PC
Christmas 2013
watch & cook
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Truly Portable TV
63%tablet video is 

watched at home
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Truly Portable TV
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9%?!wiping?
swiping?
What are you
old new
media
traditional
30
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off onTV | PC
lean back | forwards
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off onTV | PC
lean back | forwards
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media
32
mass
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33
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active
engagement
33
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lean
back?
34
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lean
forwards?
35
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social
interaction
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History of
Innovation
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Two Views, One TV
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2015
3DTV
© 2012 Digital Generation Inc. All rights reserved.
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© 2012 Digital Generation Inc. All rights reserved.
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do you ‘mind’?
46
Screens are Getting Bigger
4KUltra High Definition (UHD)
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47
16xMore resolution than HDTV
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SD
1080p HD
2160p 4K UHD
4320p 8K UHD
8.3 MegaPixels
33.2 MegaPixels
2.1 MegaPixels
TV Comparison Guide
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AUDIO
VISUAL
1979 2001
2012 2006
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AUDIO
VISUAL
2014
4K Public Debut
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Most Hi-Tech World Cup
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4K20Mbps streams to R&D
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Most Hi-Def Event?
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ULTRA
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60 FPS
HIGH DEFINITION MULTIMEDIA INTERFACE
120p UHDTV replace PAL / NTSC
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HVEC (High Efficiency Video Coding)
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H.264 AVC
H.265 HEVC
MPEG 2
• MPEG 2 = TV vs H.264 = Online
• H.265 HEVC = ALL Digital (TV, PC & Mobile)
TV
Online
Digital
8K+4G50% Bit Rate
Saving Target
50% Bit Rate
Saving Target
ULTRA
FEBRUARY 2014
“TV or Live Stream?”Robin Wright – Best Actress in a Drama, Golden Globes
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What is TV?
60
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60
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60
...continuous play@DeanDonaldson | http://NothingToHide.Us
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Cloud content synced to device
Cast Away
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Game Consoles DVD DVR Live TV
Consumption Shift of 1st Screen
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Source: Nielsen
Live TV on slow decline
DVR significantly increasing
Game Console streams overtaking DVD
21%bought a new TV in the last year
Leichtman Research Group
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Leichtman Research Group
38%TVs in US homes are now ‘connected’

(either direct, via BluRay or Game Console)
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US Smart vs Connected TV
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Smart TV Connected TV
2018
58.2% Connected TV
24% Smart TV
2014
26.4%
12.1%
2x
Source: 06/14 eMarketer
Evolution
content + apps + ads
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On your television.Apps.
smart 67© 2013 DeanDonaldson.com | All Rights Reserved
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Apps
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Apps 2011 = 30%
2015 = 90%
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TV change is App-ening!
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“It’s not just part of the
show. It is the show.
It is not a second-screen
experience. It is the
experience.”
TV is a geography.A place.A function.
It is not just a box in the corner of the room.
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Face Forward
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Adaptive
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“The television industry … pretty much undermines innovation in
the sector. The only way this is going to change is if you start from
scratch, tear up the box, redesign, and get it to the consumer in a
way that they want to buy it.”
Steve Jobs, All Things Digital Conference, July 2010
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Per year, cable channels the
average US home receives: 130
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Per year, cable channels the
average US home watches: 18
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of available channels are
never actually watched...86%
Channel Surfing is
DEAD!
D
per month for huge waste =
consumers are‘cord-cutting’£75
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5:09
Average EU Consumer
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Average Digital Native 18-24
3:300:49 web | 0:20 mobile
‘cord-shavers’ vs‘cord-nevers’
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TV
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Modern Family Viewing
ABC Q4 2011
• 95% watch DVR content within 3 days to keep in sync
• Online viewing is 3x due to missed not free content
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Leichtman Research Group / Deloitte
10%nowwatchvideoonlineweekly
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Leichtman Research Group / Deloitte
9%cuttheircablesubscription
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Free-to-view
International TV Org, 2010
Over-The-Top (OTT)
The delivery of video, via the internet,
directly to user(s) connected devices.
ADVERTISING
IS THE ONLY ANSWER
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MOBILE
OPERATOR
NETWORKS
1
2
D I R E C T
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MOBILE
OPERATOR
NETWORKS
1
2
D I R E C T
Cost
Speed
Complexity
Flexibility
ALWAYS ON
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MOBILE
OPERATOR
NETWORKS
1
2
D I R E C T
TRUE
Rich Media
Experience
Data Plans 80© 2013 DeanDonaldson.com | All Rights Reserved
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2Mbs
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100MbsDownload a HD movie in under 5 mins!!
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1
2
W E B T V
O N L I N E V I D E O
IPTV / TVE
LINEAR BROADCAST 

MANAGED NETWORK
Terrestrial / Cable
Satellite / Internet
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1
2
Closed
Controlled
Proprietary
Content
PREMIUM
W E B T V
O N L I N E V I D E O
IPTV / TVE
LINEAR BROADCAST 

MANAGED NETWORK
Terrestrial / Cable
Satellite / Internet
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1
2
W E B T V
O N L I N E V I D E O
IPTV / TVE
LINEAR BROADCAST 

MANAGED NETWORK
Terrestrial / Cable
Satellite / Internet
Disruptive
Original
Programming
$M’s
Unbundle
TVE
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1
2
Exceed
Existing
Deals
Distribution
Rights
Money Upfront
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1
2
Exceed
Existing
Deals
Distribution
Rights
Money Upfront
Solid User Base
Own Infrastructure
Quad-play Deals
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1
2
Exceed
Existing
Deals
Distribution
Rights
Money Upfront
Solid User Base
Own Infrastructure
Quad-play Deals
LOCK via OS
iTV
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1
2
Exceed
Existing
Deals
Distribution
Rights
Money Upfront
Solid User Base
Own Infrastructure
Quad-play Deals
LOCK via OS
iTV
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Cloud-based TV Service
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Cloud-based TV Service
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Can Sony’s Virtual Cable Service
succeed where Intel failed?
END!!
Cloud-based TV Service
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Can Sony’s Virtual Cable Service
succeed where Intel failed?
Everyone wants to do Everything
Creation Aggregation Distribution Consumption
Rights Holders
Content Creators
Rights Dealers
Program Packagers
Network Operators
Access Providers
Device Manufacturers
End Users
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Everyone wants to do Everything
Creation Aggregation Distribution Consumption
Rights Holders
Content Creators
Rights Dealers
Program Packagers
Network Operators
Access Providers
Device Manufacturers
End Users
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Everyone wants to do Everything
Creation Aggregation Distribution Consumption
Rights Holders
Content Creators
Rights Dealers
Program Packagers
Network Operators
Access Providers
Device Manufacturers
End Users
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STREAMING ON A DEVICE NEAR YOU
Co-financing High Profile Shows
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S
The S-Curve of Inventory
Direct Buy
UpfrontPrivate Marketplace, RON
Exchange / Network Buy
Short Form Long Form
Non-PremiumPremium
Shortage(Inventory)Surplus
$$$$$$$
$$$
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2014: TVE to add $10Bn pa Advertising
NA revenues (content owners)
SUBSCRIPTION
$85Bn
ADVERTISING
$80Bn
SUBSCRIPTION
$1.7Bn
ADVERTISING
$10Bn
SUBSCRIPTION
$??
ADVERTISING
$3.1Bn
Traditional TV TVE Online Video
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TV Advertising TV Subscription TVE MultiChannel
11.3
107.4
Effect of TV Everywhere (TVE) in US $BN
140
5.3
95.5
10480
85
• TV advertising will grow by $12BN annually
Needham
• Subscription rises 3-5% pa + additional 1-3% via TVE
54%
46%
48.5%
51.5%
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85%Interested in Ad Opportunities
Leichtman Research Group
Connected TV
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Face Off
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Dynamic
the revolution
will not be televised
92
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the revolution
will not be televised
92
...it will be social
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2.7hrssocializing per day
x2we spend eating
93
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It took 50 years 

for TV to build the
audience social
media has in five
“
”
95
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4.75 Bn
Items Shared Daily
1.26 Bn
Active users
15.8%
Time Online
TV x Twitter
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TV x Twitter
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Mapping the TV Genome
Quality Engagement&
98
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touchpoints99
Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
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TV combined with online's targeting and measurement capabilities.
100
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audience
measurement
)))
€$£
accurate
102
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The Programmatic
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Bottom-Feeder
Allergy Across America
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Right Place
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Los	
  Angeles,	
  CA
Sacramento,	
  CA
San	
  Fran/Oakland
Seattle/Tacoma
Cleveland,	
  OH
Salt	
  Lake	
  City,	
  UT
San	
  Diego,	
  CA
Phoenix/Tucson
Denver,	
  CO
Miami/Ft	
  Lauderdale
Houston,	
  TX
New	
  York
Boston,	
  MA
Portland,	
  OR
Chicago,	
  IL
Atlanta,	
  GA
Orlando,	
  FL
Dallas/Ft	
  Worth
Baltimore/Washington
Minneapolis/St	
  Paul
Buffalo/Rochester
Albany,	
  NY
Tampa/St	
  Petersburg
Charlotte,	
  NC
Pittsburgh,	
  PA
Philadelphia,	
  PA
Indianapolis,	
  IN
South	
  Carolina
Columbus,	
  OH
Grand	
  Rapids,	
  MI
Roanoke,	
  VA
Detroit,	
  MI
West	
  Tex/New	
  Mex
Omaha,	
  NE
Raleigh/Greensboro
New	
  England
St.	
  Louis,	
  MO
Nashville,	
  TN
Kansas	
  City,	
  KS
Cincinnati/Dayton
Richmond/Norfolk
New	
  Orleans/Mobile
Milwaukee,	
  WI
Toledo
Peoria/Springfield
Hartford/Springfield
Louisville,	
  KY
Jacksonville,	
  FL
Knoxville
Birmingham/Montgom
Harrisburg/Scranton
Cost-Ineffective
Markets
Cost-Effective
Markets
Right Time
106© 2013 DeanDonaldson.com | All Rights Reserved
@DeanDonaldson | http://NothingToHide.Us
Allergy Season Local Media Fixed Local Media Programmatic National Media
Average Spring Season
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Late Spring Season
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Early Spring Season
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Right Ad
107© 2013 DeanDonaldson.com | All Rights Reserved
@DeanDonaldson | http://NothingToHide.Us
Upfront
Programmatic
National vs Local
Modern Family Viewing
88%use SmartPhone or Tablet whilst watching TV
DAILY
108
@DeanDonaldson | http://NothingToHide.Us
© 2013 DeanDonaldson.com | All Rights Reserved
Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?
109
@DeanDonaldson | http://NothingToHide.Us
© 2013 DeanDonaldson.com | All Rights Reserved
25%Consumers go online after seeing TV ad
110
@DeanDonaldson | http://NothingToHide.Us
© 2013 DeanDonaldson.com | All Rights Reserved
111
280M
Second Screen
TV Apps downloaded in 2012
@DeanDonaldson | http://NothingToHide.Us
© 2013 DeanDonaldson.com | All Rights Reserved
X-Ray
Second Screen Content Sync
112© 2013 DeanDonaldson.com | All Rights Reserved
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content recognition
automatic ACR
113
@DeanDonaldson | http://NothingToHide.Us
© 2013 DeanDonaldson.com | All Rights Reserved
114© 2013 DeanDonaldson.com | All Rights Reserved
114© 2013 DeanDonaldson.com | All Rights Reserved
115© 2013 DeanDonaldson.com | All Rights Reserved
@DeanDonaldson | http://NothingToHide.Us
FingerPrinting: Header additional to file - can be altered if want
WaterMarking: Ingested within the file - can’t be removed later
Content
AA
ID ContentID
AA-01 AA-02 AA-03 AA-04
BB
BB-01 BB-02
00:00 00:04 00:09 00:16 00:22 00:30 00:32 00:44
New Ad New Ad
Update Ad Update Ad Update Ad Update Ad Update Ad Update
TIMELINE
Honda McDonalds
Character 1 Character 2 Character 3 Character 4 Happy Meal Big Mac
ACR in Practice
116
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© 2013 DeanDonaldson.com | All Rights Reserved
2-way
Comms
Audio
Visual
WiFi
BlueTooth
NFC
?
117
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© 2013 DeanDonaldson.com | All Rights Reserved
App
+ 150k
+ 100k
+ 150k
+ 250k
+ 50k
+ 50k
+ 50k
+ 50k
+ 150k
1M+
€$£
128
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© 2013 DeanDonaldson.com | All Rights Reserved
Interact
HD Ad
Retarget
5% off
Retarget
10% off
Purchase
129
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© 2013 DeanDonaldson.com | All Rights Reserved
130
@DeanDonaldson | http://NothingToHide.Us
© 2013 DeanDonaldson.com | All Rights Reserved
Sales Lift Doubles
131
x2Multiscreen video vs pure TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal
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132© 2013 DeanDonaldson.com | All Rights Reserved
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Le Fin
133© 2013 DeanDonaldson.com | All Rights Reserved
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Thanks. Your turn
@DeanDonaldson
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The New Face of Television

  • 1. 1© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us THE NEW FACEOF TELEVISION A make-over or reconstruction of an industry in motion. @DeanDonaldson
  • 2. 2© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 8.7BnConnected devices in 2012 Source: Morgan Stanley / Cisco
  • 3. 2© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us (Average 10 devices per person on planet!) Source: Morgan Stanley / Cisco 75BnConnected devices by 2020
  • 4. Multifaceted 3© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us m Adjective: • Having many sides • Having many different aspects or features Progressive Adaptive Dynamic
  • 5. Experiencing it Live 4© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 6. 5© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us $4M
  • 7. 100%TV Ads in 5© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 8. 6© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us source: Mashable, USATODAY ~48 million social interactions
  • 9. 7© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 2015 Global Mobile TV $264m
  • 10. 8© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us vs 5years ago?
  • 11. 9© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 5years from now ?
  • 12. Focus on “video” 10© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 13. 11 OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 14. 14 Average 65 year old Years watching video content during lifetime 12© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 15. whatever whenever wherever c 8M 13© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 16. 14 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 17. 14 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 18. TVE 2014 15© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Largest hindrance to uptake of TV Everywhere Content Rights
  • 19. XXII Winter Olympics 16© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Reduce Friction Auto Verification capabilities Rights acquisitions negotiations
  • 20. Facing Facts 17© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Progressive
  • 21. 18 TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 22. The new broadband population in certain countries prefer PCs over TVs for watching their video content. 19 @DeanDonaldson | http://NothingToHide.Us “ ” © 2013 DeanDonaldson.com | All Rights Reserved
  • 23. 20 Video is everywhere @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 24. 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 25. 5 years 10 years 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 26. 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 27. 21© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 28. Internet Traffic will be video by 2014 91% Connected TV (It made up about 40% in 2012!!) 22© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 29. Global Shipments 23© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 900m 172m Source: IDC
  • 30. Global Shipments 23© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us >1bnmobile devices in 2013 alone that are video enabled PC Shipments DOWN 13.9%! Source: IDC
  • 31. 28% 24© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us smartphone owners now own a tablet
  • 32. 24© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 40%all Americans now own a tablet
  • 33. 50%Tablet users watch video content 25 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 34. Tablets overtake PC 26© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Tablet Other Connected TV SmartPhone PC Christmas 2013
  • 35. watch & cook 27© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 36. Truly Portable TV 63%tablet video is 
 watched at home 28© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 37. Truly Portable TV 28© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 38. 29© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 9%?!wiping? swiping? What are you
  • 39. old new media traditional 30 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 40. off onTV | PC lean back | forwards 31© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 41. off onTV | PC lean back | forwards 31© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 42. media 32 mass @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 43. 33 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 44. active engagement 33 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 45. lean back? 34 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 46. lean forwards? 35 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 47. 36© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us social interaction
  • 48. 37© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us History of Innovation
  • 49. 38© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 50. 39© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 51. 40© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 52. 41© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 53. 42© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 54. Two Views, One TV 43© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 55. 44© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 56. 44© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 2015 3DTV
  • 57. © 2012 Digital Generation Inc. All rights reserved. 45© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 58. © 2012 Digital Generation Inc. All rights reserved. 45© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us do you ‘mind’?
  • 59. 46 Screens are Getting Bigger 4KUltra High Definition (UHD) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 60. 47 16xMore resolution than HDTV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 61. SD 1080p HD 2160p 4K UHD 4320p 8K UHD 8.3 MegaPixels 33.2 MegaPixels 2.1 MegaPixels TV Comparison Guide 48© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 62. 49© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us AUDIO VISUAL 1979 2001 2012 2006
  • 63. 49© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us AUDIO VISUAL 2014
  • 64. 4K Public Debut 50© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 65. Most Hi-Tech World Cup 51© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 66. 52© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 67. 52© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 68. 53© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 4K20Mbps streams to R&D
  • 69. 54© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 70. Most Hi-Def Event? 55© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us ULTRA
  • 71. 56© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 72. 60 FPS HIGH DEFINITION MULTIMEDIA INTERFACE 120p UHDTV replace PAL / NTSC 57© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 73. HVEC (High Efficiency Video Coding) 58© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us H.264 AVC H.265 HEVC MPEG 2 • MPEG 2 = TV vs H.264 = Online • H.265 HEVC = ALL Digital (TV, PC & Mobile) TV Online Digital 8K+4G50% Bit Rate Saving Target 50% Bit Rate Saving Target
  • 74. ULTRA FEBRUARY 2014 “TV or Live Stream?”Robin Wright – Best Actress in a Drama, Golden Globes 59© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 75. What is TV? 60 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 76. 60 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 77. 60 ...continuous play@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 78. Cloud content synced to device Cast Away 61© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 79. Game Consoles DVD DVR Live TV Consumption Shift of 1st Screen 62© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Source: Nielsen Live TV on slow decline DVR significantly increasing Game Console streams overtaking DVD
  • 80. 21%bought a new TV in the last year Leichtman Research Group 63© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 81. Leichtman Research Group 38%TVs in US homes are now ‘connected’
 (either direct, via BluRay or Game Console) 63© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 82. US Smart vs Connected TV 64© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Smart TV Connected TV 2018 58.2% Connected TV 24% Smart TV 2014 26.4% 12.1% 2x Source: 06/14 eMarketer
  • 83. Evolution content + apps + ads 65© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 84. 66© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 85. On your television.Apps. smart 67© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 86. Apps 68© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 87. Apps 2011 = 30% 2015 = 90% 68© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 88. 69© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 89. TV change is App-ening! 70© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us “It’s not just part of the show. It is the show. It is not a second-screen experience. It is the experience.”
  • 90. TV is a geography.A place.A function. It is not just a box in the corner of the room. 71© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 91. Face Forward 72© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Adaptive
  • 92. 73© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us “The television industry … pretty much undermines innovation in the sector. The only way this is going to change is if you start from scratch, tear up the box, redesign, and get it to the consumer in a way that they want to buy it.” Steve Jobs, All Things Digital Conference, July 2010
  • 93. 74© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Per year, cable channels the average US home receives: 130
  • 94. 74© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Per year, cable channels the average US home watches: 18
  • 95. 74© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us of available channels are never actually watched...86% Channel Surfing is DEAD!
  • 96. D per month for huge waste = consumers are‘cord-cutting’£75 75© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 97. 5:09 Average EU Consumer 76© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 98. Average Digital Native 18-24 3:300:49 web | 0:20 mobile ‘cord-shavers’ vs‘cord-nevers’ 76© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 99. TV 76© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 100. Modern Family Viewing ABC Q4 2011 • 95% watch DVR content within 3 days to keep in sync • Online viewing is 3x due to missed not free content 77© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 101. Leichtman Research Group / Deloitte 10%nowwatchvideoonlineweekly 78© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 102. Leichtman Research Group / Deloitte 9%cuttheircablesubscription 78© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 103. Free-to-view International TV Org, 2010 Over-The-Top (OTT) The delivery of video, via the internet, directly to user(s) connected devices. ADVERTISING IS THE ONLY ANSWER 79© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 104. MOBILE OPERATOR NETWORKS 1 2 D I R E C T 80© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 105. MOBILE OPERATOR NETWORKS 1 2 D I R E C T Cost Speed Complexity Flexibility ALWAYS ON 80© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 106. MOBILE OPERATOR NETWORKS 1 2 D I R E C T TRUE Rich Media Experience Data Plans 80© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 107. 2Mbs 81© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 108. 100MbsDownload a HD movie in under 5 mins!! 81© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 109. 1 2 W E B T V O N L I N E V I D E O IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK Terrestrial / Cable Satellite / Internet 82© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 110. 1 2 Closed Controlled Proprietary Content PREMIUM W E B T V O N L I N E V I D E O IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK Terrestrial / Cable Satellite / Internet 82© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 111. 1 2 W E B T V O N L I N E V I D E O IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK Terrestrial / Cable Satellite / Internet Disruptive Original Programming $M’s Unbundle TVE 82© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 112. 1 2 Exceed Existing Deals Distribution Rights Money Upfront 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 113. 1 2 Exceed Existing Deals Distribution Rights Money Upfront Solid User Base Own Infrastructure Quad-play Deals 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 114. 1 2 Exceed Existing Deals Distribution Rights Money Upfront Solid User Base Own Infrastructure Quad-play Deals LOCK via OS iTV 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 115. 1 2 Exceed Existing Deals Distribution Rights Money Upfront Solid User Base Own Infrastructure Quad-play Deals LOCK via OS iTV 83© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 116. Cloud-based TV Service 84© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 117. Cloud-based TV Service 84© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Can Sony’s Virtual Cable Service succeed where Intel failed? END!!
  • 118. Cloud-based TV Service 84© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Can Sony’s Virtual Cable Service succeed where Intel failed?
  • 119. Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users 85© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 120. Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users 85© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 121. Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users 85© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 122. STREAMING ON A DEVICE NEAR YOU Co-financing High Profile Shows 86© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 123. S The S-Curve of Inventory Direct Buy UpfrontPrivate Marketplace, RON Exchange / Network Buy Short Form Long Form Non-PremiumPremium Shortage(Inventory)Surplus $$$$$$$ $$$ 87© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 124. 2014: TVE to add $10Bn pa Advertising NA revenues (content owners) SUBSCRIPTION $85Bn ADVERTISING $80Bn SUBSCRIPTION $1.7Bn ADVERTISING $10Bn SUBSCRIPTION $?? ADVERTISING $3.1Bn Traditional TV TVE Online Video 88© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 125. TV Advertising TV Subscription TVE MultiChannel 11.3 107.4 Effect of TV Everywhere (TVE) in US $BN 140 5.3 95.5 10480 85 • TV advertising will grow by $12BN annually Needham • Subscription rises 3-5% pa + additional 1-3% via TVE 54% 46% 48.5% 51.5% 89© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 126. 85%Interested in Ad Opportunities Leichtman Research Group Connected TV 90© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 127. Face Off 91© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Dynamic
  • 128. the revolution will not be televised 92 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 129. the revolution will not be televised 92 ...it will be social @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 130. 2.7hrssocializing per day x2we spend eating 93 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 131. 94© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us It took 50 years 
 for TV to build the audience social media has in five “ ”
  • 132. 95 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 133. 96© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us 4.75 Bn Items Shared Daily 1.26 Bn Active users 15.8% Time Online
  • 134. TV x Twitter 97© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 135. TV x Twitter 97© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Mapping the TV Genome
  • 136. Quality Engagement& 98 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 137. touchpoints99 Saw product on TV Searched online Read reviews Visited shop Ordered on mobile @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 138. TV combined with online's targeting and measurement capabilities. 100 r@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 139. 101© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 141. The Programmatic 103© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Bottom-Feeder
  • 142. Allergy Across America 104© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 143. Right Place 105© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Los  Angeles,  CA Sacramento,  CA San  Fran/Oakland Seattle/Tacoma Cleveland,  OH Salt  Lake  City,  UT San  Diego,  CA Phoenix/Tucson Denver,  CO Miami/Ft  Lauderdale Houston,  TX New  York Boston,  MA Portland,  OR Chicago,  IL Atlanta,  GA Orlando,  FL Dallas/Ft  Worth Baltimore/Washington Minneapolis/St  Paul Buffalo/Rochester Albany,  NY Tampa/St  Petersburg Charlotte,  NC Pittsburgh,  PA Philadelphia,  PA Indianapolis,  IN South  Carolina Columbus,  OH Grand  Rapids,  MI Roanoke,  VA Detroit,  MI West  Tex/New  Mex Omaha,  NE Raleigh/Greensboro New  England St.  Louis,  MO Nashville,  TN Kansas  City,  KS Cincinnati/Dayton Richmond/Norfolk New  Orleans/Mobile Milwaukee,  WI Toledo Peoria/Springfield Hartford/Springfield Louisville,  KY Jacksonville,  FL Knoxville Birmingham/Montgom Harrisburg/Scranton Cost-Ineffective Markets Cost-Effective Markets
  • 144. Right Time 106© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Allergy Season Local Media Fixed Local Media Programmatic National Media Average Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Late Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Early Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
  • 145. Right Ad 107© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us Upfront Programmatic National vs Local
  • 146. Modern Family Viewing 88%use SmartPhone or Tablet whilst watching TV DAILY 108 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 147. Dual Screen Activities What are Tablet and SmartPhone Users doing whilst watching TV? 109 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 148. 25%Consumers go online after seeing TV ad 110 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 149. 111 280M Second Screen TV Apps downloaded in 2012 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 150. X-Ray Second Screen Content Sync 112© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 151. content recognition automatic ACR 113 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 152. 114© 2013 DeanDonaldson.com | All Rights Reserved
  • 153. 114© 2013 DeanDonaldson.com | All Rights Reserved
  • 154. 115© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 155. FingerPrinting: Header additional to file - can be altered if want WaterMarking: Ingested within the file - can’t be removed later Content AA ID ContentID AA-01 AA-02 AA-03 AA-04 BB BB-01 BB-02 00:00 00:04 00:09 00:16 00:22 00:30 00:32 00:44 New Ad New Ad Update Ad Update Ad Update Ad Update Ad Update Ad Update TIMELINE Honda McDonalds Character 1 Character 2 Character 3 Character 4 Happy Meal Big Mac ACR in Practice 116 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 157. App + 150k + 100k + 150k + 250k + 50k + 50k + 50k + 50k + 150k 1M+ €$£ 128 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 158. Interact HD Ad Retarget 5% off Retarget 10% off Purchase 129 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 159. 130 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved
  • 160. Sales Lift Doubles 131 x2Multiscreen video vs pure TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing Wall Street Journal © 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 161. 132© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 162. Le Fin 133© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us
  • 163. Thanks. Your turn @DeanDonaldson 134© 2013 DeanDonaldson.com | All Rights Reserved @DeanDonaldson | http://NothingToHide.Us