The document outlines a path for a media company to become a major media group by owning media channels that directly reach customers at scale and with precision. It discusses establishing a localized ad network that can geo-target ads to specific locations using IP addresses. This would be complemented by an IPTV network and behavioral targeting across channels. Case studies show how advertisers could use such a platform to generate demand through highly targeted, multichannel campaigns. The goal is to capture a significant share of the growing local and online advertising market through convergence of owned media assets and data-driven advertising models.
The document discusses the growing adoption of video on-demand (VOD) services by European cable and satellite operators. It outlines how the two largest UK cable operators, NTL and Telewest, have launched VOD services with a mix of free, subscription, and pay-per-view content. Operators agree the best business model includes all three approaches. While cable networks are more advanced for VOD currently, telcos are working to improve their infrastructure for competitive services. Experts debate the advantages of centralized versus distributed server architectures, with most favoring a hybrid approach to accommodate different network and content needs over time.
BT is investing £2.5 billion to bring superfast broadband to two-thirds of UK premises by the end of 2014. The document outlines the benefits of superfast broadband such as attracting investment, enabling local businesses to flourish, and improving digital inclusion. It also provides details on BT's rollout plans and coverage in specific regions like Cornwall and the Coast to Capital area, encouraging local stakeholders to work with BT to develop sustainable broadband solutions.
InTechnology is a leading managed service provider with over 25 years of experience. It has a £100 million infrastructure and focuses on delivering excellent customer service and value. The document discusses InTechnology's core values of delivering the best technology solutions while prioritizing customer interests. It outlines InTechnology's full suite of managed services and cloud infrastructure to help customers save costs while future-proofing their IT.
RoomGroove is a website that allows users to search for both roommates and apartments simultaneously using a compatibility algorithm. It benefits renters by helping them find compatible roommates and saving on living costs, and benefits property owners by providing qualified multiple-bedroom lease applications. The company currently has over 350 active users and several property management company clients. It is seeking $250,000 in angel funding to expand features, hire staff, and expand into new markets.
This document discusses how mobile network operators (MNOs) like Orange can provide brands with new marketing services beyond traditional mobile advertising. It notes that Orange has over 200 million customers worldwide. It then makes three predictions for the future of mobile brand communication: 1) Consumers will engage with brand messages if they are permission-based, targeted, promotional, entertaining and immediate. 2) Brand communication will be integrated throughout the customer journey. 3) Brands will use mobile more for direct marketing than general branding. The document provides two examples of potential marketing packages MNOs could offer brands involving couponing offers and ringback tags. It argues that MNOs can provide unique marketing assets to brands like access to customers, data,
Netflix is an American provider of on-demand streaming media available in North and South America, parts of Europe, and the Caribbean. It licenses streaming rights from content providers for movies and TV shows. Originally launched in 1997 as a DVD rental service, Netflix now offers over 1,500 movies and 700 TV shows for streaming.
The document also provides details about the author's new job producing a radio advertisement for Netflix and their approach, which will be entertaining and factual to educate listeners about what Netflix offers. It will feature a conversation where one person asks about Netflix, followed by voiceovers describing its streaming service. The target audience is broad, aiming to reach all internet users since Netflix streams classic and modern content suitable for a wide
Tata Sky is India's second largest DTH service provider with a 24% market share. It offers over 230 channels along with additional interactive services through various subscription plans. Tata Sky aims to provide viewers with the best quality and maximum number of channels. It has achieved success through features like parental controls, its large channel selection and interactive services that appeal to all family members. Tata Sky promotes its brand through celebrities like Aamir Khan and focuses on connecting with customers through various marketing campaigns and customer retention strategies.
The document discusses the growing adoption of video on-demand (VOD) services by European cable and satellite operators. It outlines how the two largest UK cable operators, NTL and Telewest, have launched VOD services with a mix of free, subscription, and pay-per-view content. Operators agree the best business model includes all three approaches. While cable networks are more advanced for VOD currently, telcos are working to improve their infrastructure for competitive services. Experts debate the advantages of centralized versus distributed server architectures, with most favoring a hybrid approach to accommodate different network and content needs over time.
BT is investing £2.5 billion to bring superfast broadband to two-thirds of UK premises by the end of 2014. The document outlines the benefits of superfast broadband such as attracting investment, enabling local businesses to flourish, and improving digital inclusion. It also provides details on BT's rollout plans and coverage in specific regions like Cornwall and the Coast to Capital area, encouraging local stakeholders to work with BT to develop sustainable broadband solutions.
InTechnology is a leading managed service provider with over 25 years of experience. It has a £100 million infrastructure and focuses on delivering excellent customer service and value. The document discusses InTechnology's core values of delivering the best technology solutions while prioritizing customer interests. It outlines InTechnology's full suite of managed services and cloud infrastructure to help customers save costs while future-proofing their IT.
RoomGroove is a website that allows users to search for both roommates and apartments simultaneously using a compatibility algorithm. It benefits renters by helping them find compatible roommates and saving on living costs, and benefits property owners by providing qualified multiple-bedroom lease applications. The company currently has over 350 active users and several property management company clients. It is seeking $250,000 in angel funding to expand features, hire staff, and expand into new markets.
This document discusses how mobile network operators (MNOs) like Orange can provide brands with new marketing services beyond traditional mobile advertising. It notes that Orange has over 200 million customers worldwide. It then makes three predictions for the future of mobile brand communication: 1) Consumers will engage with brand messages if they are permission-based, targeted, promotional, entertaining and immediate. 2) Brand communication will be integrated throughout the customer journey. 3) Brands will use mobile more for direct marketing than general branding. The document provides two examples of potential marketing packages MNOs could offer brands involving couponing offers and ringback tags. It argues that MNOs can provide unique marketing assets to brands like access to customers, data,
Netflix is an American provider of on-demand streaming media available in North and South America, parts of Europe, and the Caribbean. It licenses streaming rights from content providers for movies and TV shows. Originally launched in 1997 as a DVD rental service, Netflix now offers over 1,500 movies and 700 TV shows for streaming.
The document also provides details about the author's new job producing a radio advertisement for Netflix and their approach, which will be entertaining and factual to educate listeners about what Netflix offers. It will feature a conversation where one person asks about Netflix, followed by voiceovers describing its streaming service. The target audience is broad, aiming to reach all internet users since Netflix streams classic and modern content suitable for a wide
Tata Sky is India's second largest DTH service provider with a 24% market share. It offers over 230 channels along with additional interactive services through various subscription plans. Tata Sky aims to provide viewers with the best quality and maximum number of channels. It has achieved success through features like parental controls, its large channel selection and interactive services that appeal to all family members. Tata Sky promotes its brand through celebrities like Aamir Khan and focuses on connecting with customers through various marketing campaigns and customer retention strategies.
This document provides tips for using social media effectively for marketing purposes. It advises thinking like a publisher rather than just a marketer to create engaging content. It also suggests using blogs to provide commentary and content to potential customers while commercializing products or services, and using all aspects of social media to better understand the target market through what they hear, feel, and see.
The document outlines 10 concepts for dealing with competition. It discusses analyzing competitors' strategies, strengths, and weaknesses using industry and market analyses. Companies can play the role of market leader, challenger, follower, or nicher. Effective marketing strategies involve studying competitors and competitive forces to gain a competitive advantage.
The document outlines 10 concepts for dealing with competition. It discusses analyzing competitors' strategies, strengths, and weaknesses using industry and market analyses. Companies can play the role of market leader, challenger, follower, or nicher. Effective marketing strategies involve studying competitors and competitive forces to gain a competitive advantage.
1) Companies must identify competitive forces including the threat of intense rivalry, new entrants, substitute products, and growing bargaining power of buyers and suppliers.
2) Competitor analysis involves understanding competitors from both an industry and market perspective, as well as their strengths and weaknesses. It also gauges their share of market, share of mind, and share of heart.
3) In any market there are four types of competitors: the leader who commands the majority share; the challenger who attacks the leader; the follower who is content with its share; and the nicher who serves small segments.
This document proposes opening a "private shopping club" that sells goods at insanely low prices only through a QR code app. The shop would display products on screens and not shelves, and ship items directly to buyers' addresses. While some similar models have been tried, the document argues they were too short-term and didn't focus on special offers. Private shopping clubs have become very popular and profitable online by offering limited deals on out-of-season items, showing there is demand for such deals. The document outlines setting up a prominent physical shop location to drive traffic to an accompanying app and online store for even more product options.
The document discusses examples of elements, compounds, and mixtures. It provides a gold ring as an example of an element made of pure gold. Table salt is described as a compound made of sodium and chloride. Water is identified as a compound of hydrogen and oxygen. Pita bread and milk are classified as heterogeneous and homogeneous mixtures respectively, while mayonnaise is described as a heterogeneous mixture. DayQuil is stated to be a homogeneous mixture. Orange blossom water is also a homogeneous mixture with orange flavoring. A cabbage salad is termed a heterogeneous mixture for not being the same throughout, as is ranch salad dressing.
Naturaleza de la empresa y factores de la producciónwasho
El documento habla sobre los desafíos que enfrentan las pequeñas empresas en la actualidad. Menciona que la pandemia ha afectado negativamente a muchas pequeñas empresas y que necesitan apoyo gubernamental para sobrevivir y recuperarse. También señala que las pequeñas empresas son esenciales para la economía y el empleo.
- Assessment of 'Three Screen' strategies incorporating Mobile, TV and Internet
- NB: 'Three Screen' does NOT mean 'Third Screen'
- Prepared for Verisign
- Highlight's AT&T efforts to create seamless experience across Mobile, Internet and TV
- May 2008
The document describes OpenVision, a new type of broadcast technology that allows cable television content to be viewed on any internet-connected device from around the world for free. It promotes OpenVision as offering solutions to help networks expand their reach and branding through new marketing and monetization opportunities like product placement, advertising, and in-program purchases. Introductory packages are listed to purchase channels or networks on the OpenVision platform for various revenue sharing agreements.
CTC Media outlined plans to capitalize on growth in new media platforms in Russia through 2014. Key initiatives included expanding its VideoMore.Ru video portal and developing mobile apps to distribute content across platforms. CTC Media aimed to monetize its digital content and brands through various models including advertising video-on-demand, transactional video-on-demand, subscriptions, and branded applications and web portals. The goal was to make CTC Media's television content available anywhere viewers consumed media and capture value across digital channels.
The document discusses how digital technologies and data are transforming television content. Broadcasters are embracing digital platforms to grow audiences through live-tweeting, additional online content, and making their content more trackable and measurable. Formats are also changing as audiences expect to access content anywhere on connected devices. Successful shows are being adapted globally through co-productions and alliances between broadcasters. However, broadcasters must balance the demands of real-time audiences with their responsibilities as news providers.
Presentation Global Collect Perspectives 2012Blockchain News
This document discusses the emerging landscape of television. It notes that connected TVs, second screens, and new platforms are disrupting the traditional TV model. New opportunities are emerging for direct relationships between creators and consumers, as well as new monetization approaches. The TV industry will likely go through significant changes in the next five years as these trends accelerate.
Net Neutrality Is About Ones and Zeros - IPFW 2015Kevin Mullett
Net Neutrality Is About Ones and Zeros. In this presentation, given at IPFW campus, I ask the question if all ones and zeros that make up internet traffic should be treated equally. I acknowledge the intereconnect and peering issue, but show how consumers and content/service providers (like Netflix and Facebook) are already paying for their respective access and usage of the internet.
IPTV delivers television programming over broadband internet using internet protocols. It requires a subscription and set-top box. The number of IPTV subscribers is forecast to hit 93 million worldwide by 2011. IPTV offers advantages for highly targeted interactive ads that can provide comprehensive analytics. It enables a more personalized relationship between consumers and brands. Challenges include infrastructure costs, market demand between urban and suburban areas, and developing sustainable revenue and content models.
Create compelling digital TV services consumers wantEewei Chen
The document provides tips for telecom companies to create compelling digital TV services. It discusses:
1) Getting stakeholder buy-in through customer research showing products work elsewhere.
2) Rapidly validating new ideas using Lean UX and prototypes tested on popular devices.
3) Choosing between OTT and IPTV based on factors like network and content needs.
4) Future-proofing the TV strategy by owning, distributing, and monetizing content across multiple devices.
5) Continuous testing and learning to reduce churn and strengthen loyalty.
Will OTT providers capitalize on syndicated shows? - VindiciaVindicia
Over-the-top content has become a big priority for organizations that targets consumers who are in a state where traditional television consumption behaviors don't apply. As such, a variety of cable and satellite enterprises are trying to devise business models as OTT content providers to capitalize on viewer's preferences.
Know more about OTT solutions: https://www.vindicia.com/solutions/ott-monetization-solutions/
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...Raw London
This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020.
Speaker: Rob Stephens, CEO, JAA Media
This document provides tips for using social media effectively for marketing purposes. It advises thinking like a publisher rather than just a marketer to create engaging content. It also suggests using blogs to provide commentary and content to potential customers while commercializing products or services, and using all aspects of social media to better understand the target market through what they hear, feel, and see.
The document outlines 10 concepts for dealing with competition. It discusses analyzing competitors' strategies, strengths, and weaknesses using industry and market analyses. Companies can play the role of market leader, challenger, follower, or nicher. Effective marketing strategies involve studying competitors and competitive forces to gain a competitive advantage.
The document outlines 10 concepts for dealing with competition. It discusses analyzing competitors' strategies, strengths, and weaknesses using industry and market analyses. Companies can play the role of market leader, challenger, follower, or nicher. Effective marketing strategies involve studying competitors and competitive forces to gain a competitive advantage.
1) Companies must identify competitive forces including the threat of intense rivalry, new entrants, substitute products, and growing bargaining power of buyers and suppliers.
2) Competitor analysis involves understanding competitors from both an industry and market perspective, as well as their strengths and weaknesses. It also gauges their share of market, share of mind, and share of heart.
3) In any market there are four types of competitors: the leader who commands the majority share; the challenger who attacks the leader; the follower who is content with its share; and the nicher who serves small segments.
This document proposes opening a "private shopping club" that sells goods at insanely low prices only through a QR code app. The shop would display products on screens and not shelves, and ship items directly to buyers' addresses. While some similar models have been tried, the document argues they were too short-term and didn't focus on special offers. Private shopping clubs have become very popular and profitable online by offering limited deals on out-of-season items, showing there is demand for such deals. The document outlines setting up a prominent physical shop location to drive traffic to an accompanying app and online store for even more product options.
The document discusses examples of elements, compounds, and mixtures. It provides a gold ring as an example of an element made of pure gold. Table salt is described as a compound made of sodium and chloride. Water is identified as a compound of hydrogen and oxygen. Pita bread and milk are classified as heterogeneous and homogeneous mixtures respectively, while mayonnaise is described as a heterogeneous mixture. DayQuil is stated to be a homogeneous mixture. Orange blossom water is also a homogeneous mixture with orange flavoring. A cabbage salad is termed a heterogeneous mixture for not being the same throughout, as is ranch salad dressing.
Naturaleza de la empresa y factores de la producciónwasho
El documento habla sobre los desafíos que enfrentan las pequeñas empresas en la actualidad. Menciona que la pandemia ha afectado negativamente a muchas pequeñas empresas y que necesitan apoyo gubernamental para sobrevivir y recuperarse. También señala que las pequeñas empresas son esenciales para la economía y el empleo.
- Assessment of 'Three Screen' strategies incorporating Mobile, TV and Internet
- NB: 'Three Screen' does NOT mean 'Third Screen'
- Prepared for Verisign
- Highlight's AT&T efforts to create seamless experience across Mobile, Internet and TV
- May 2008
The document describes OpenVision, a new type of broadcast technology that allows cable television content to be viewed on any internet-connected device from around the world for free. It promotes OpenVision as offering solutions to help networks expand their reach and branding through new marketing and monetization opportunities like product placement, advertising, and in-program purchases. Introductory packages are listed to purchase channels or networks on the OpenVision platform for various revenue sharing agreements.
CTC Media outlined plans to capitalize on growth in new media platforms in Russia through 2014. Key initiatives included expanding its VideoMore.Ru video portal and developing mobile apps to distribute content across platforms. CTC Media aimed to monetize its digital content and brands through various models including advertising video-on-demand, transactional video-on-demand, subscriptions, and branded applications and web portals. The goal was to make CTC Media's television content available anywhere viewers consumed media and capture value across digital channels.
The document discusses how digital technologies and data are transforming television content. Broadcasters are embracing digital platforms to grow audiences through live-tweeting, additional online content, and making their content more trackable and measurable. Formats are also changing as audiences expect to access content anywhere on connected devices. Successful shows are being adapted globally through co-productions and alliances between broadcasters. However, broadcasters must balance the demands of real-time audiences with their responsibilities as news providers.
Presentation Global Collect Perspectives 2012Blockchain News
This document discusses the emerging landscape of television. It notes that connected TVs, second screens, and new platforms are disrupting the traditional TV model. New opportunities are emerging for direct relationships between creators and consumers, as well as new monetization approaches. The TV industry will likely go through significant changes in the next five years as these trends accelerate.
Net Neutrality Is About Ones and Zeros - IPFW 2015Kevin Mullett
Net Neutrality Is About Ones and Zeros. In this presentation, given at IPFW campus, I ask the question if all ones and zeros that make up internet traffic should be treated equally. I acknowledge the intereconnect and peering issue, but show how consumers and content/service providers (like Netflix and Facebook) are already paying for their respective access and usage of the internet.
IPTV delivers television programming over broadband internet using internet protocols. It requires a subscription and set-top box. The number of IPTV subscribers is forecast to hit 93 million worldwide by 2011. IPTV offers advantages for highly targeted interactive ads that can provide comprehensive analytics. It enables a more personalized relationship between consumers and brands. Challenges include infrastructure costs, market demand between urban and suburban areas, and developing sustainable revenue and content models.
Create compelling digital TV services consumers wantEewei Chen
The document provides tips for telecom companies to create compelling digital TV services. It discusses:
1) Getting stakeholder buy-in through customer research showing products work elsewhere.
2) Rapidly validating new ideas using Lean UX and prototypes tested on popular devices.
3) Choosing between OTT and IPTV based on factors like network and content needs.
4) Future-proofing the TV strategy by owning, distributing, and monetizing content across multiple devices.
5) Continuous testing and learning to reduce churn and strengthen loyalty.
Will OTT providers capitalize on syndicated shows? - VindiciaVindicia
Over-the-top content has become a big priority for organizations that targets consumers who are in a state where traditional television consumption behaviors don't apply. As such, a variety of cable and satellite enterprises are trying to devise business models as OTT content providers to capitalize on viewer's preferences.
Know more about OTT solutions: https://www.vindicia.com/solutions/ott-monetization-solutions/
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...Raw London
This is a summary of a session from Raw London's Relay event, 'Grow Your Giving: How cutting-edge creative is driving fundraising in 2020', which took place on Thursday 12 March 2020.
Speaker: Rob Stephens, CEO, JAA Media
This document discusses the opportunities in addressable TV advertising. It outlines two goals: understanding the addressable TV market dynamics in the US and how set-top box data can be used for better online ad targeting and vice versa. It then provides an overview of how the living room and TV watching behaviors have changed, as well as the technology infrastructure that is coming together to enable addressability, including set-top box data and smart TVs/devices. The document envisions the potential of an integrated system that uses TV data for targeted ads across online, mobile and TV platforms, and interactions between the platforms, while also noting several challenges that must be addressed first.
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Zemoga Academy Webinar: Where should I distribute my OTT content?Zemoga Inc
The document discusses different platforms for distributing over-the-top (OTT) content, including subscription aggregators, social media platforms, free ad-supported streaming services, and direct-to-consumer platforms. It provides an overview of each type of platform, benefits and considerations of using each one, and takeaways. The global OTT market is projected to reach $332.52 billion by 2025 and more people now have at least one OTT video subscription than subscribe to pay TV. Choosing the right distribution platforms depends on goals like building a direct-to-consumer brand or diversifying distribution.
Netflix is an internet television network that allows users to stream TV shows and movies. It has grown significantly since starting in 1997 as a DVD-by-mail service. In 2011, Netflix attempted to reposition by splitting its DVD and streaming services into separate brands but it was a major failure that led to a loss of 800,000 subscribers. The company reverted to a single combined brand and services. The document discusses Netflix's branding strategy over time including its positioning, promotions, and lessons learned from the failed repositioning attempt.
Yurth is a video streaming and community building website founded in 2006 that allows users to upload, organize, and share video content through a unique map-based interface. It was created by two television producers seeking to capitalize on the growing popularity of online video in a more organized format. Yurth is seeking $500,000 in angel funding to further develop features like personal networks, mobile uploads, and live video feeds to differentiate it from competitors like YouTube.
Rob Aitken: Future of TV - SXSW 2016 Panel Picker SubmissionCKasik
Visual aid for Rob Aitken's SXSW 2016 presentation "The Future of TV"
How soon can I stop paying for TV, and what services should I be subscribing to in the future? This talk will address these questions, as well as discussing the future of TV, given the recent changes in consumer demand, programmer distribution, cable offerings and the introduction of new smart devices. This will include an overview of TV economics, comparing them to more recent trends to understand how the industry may evolve. We'll also take a look at other disrupted media sectors to understand how consumer preferences and content creation costs could affect how the TV landscape evolves.
Rob Aitken: Future of TV - SXSW 2016 Panel Picker Submission
Tt
1. Demand
Ad-Network Generation
Customer
Aquisition
Behavioral Localized
Targeting Multichannel Reach
Reach
A Media Group?
The path to become one.
Date 4 August 2009
2. First Stone
✤ To become a Media Group
✤ You have to own media
✤ You have to have channels that reach customers directly
✤ You have to be able to reach a mass
✤ You have to be able to measure success and prove it
✤ You have to be able to market it
3. TS
, EN
T I S
T L R G
r C E N T
o e OM YI C
F r T
a S U DU
B O
First Stone -se CU re PR
e T
h O a E/ OU
Asset t N y IC Y
e V M
h R O
T E R
They are however;
Currently;
S F
Existing
6 mil ADSL users A
Long term - loyal even?
10 mil Mobile users
Reachable
18 mil Landline users
Definable
Some websites
5. Last Stone - The Goal
✤ To turn the current clients into reachable, scalable customers
✤ To own, operate and market channels to reach these customers
✤ To provide a line of distinguishing advertising models
✤ To create value and a profitable business model
✤ To get Turkey more connected with ADSL
✤ To become a major media house
✤ To have access to customer insight
✤ To keep and increase the loyalty of existing clients
6. The Path
✤ We have to start with what we have now
✤ The websites owned by TT are negligible in advertising terms
✤ IPTV is just at the very beginning - but very promising
✤ The landline connections have no advertising value - no proven
method
✤ The mobile connections are already being marketed - with some
success
✤ Are we sure that we want to market the outside space of the
buildings?
7. The Path - All is not so bad
✤ We have data - we can collect more data
8. The Path - Getting Somewhere
✤ Localised Ad-Network - to reach people at specified locations
✤ IPTV - Customised communication
✤ Mobile - Extension of Localised Ad-Network
✤ Content Creation and Ownership
✤ For Web
✤ For IPTV
✤ For Mobile
✤ CONVERGENCE
9. After Convergence
✤ Behavioral Measurements
✤ Behavioral Targeting
✤ Crosslinking
✤ Multichannel communication and marketing
✤ Demand Generation
✤ Commerce and Loyalty Programs
10. Localised Ad-Network
15 kilometers - as the crow flies
✤ We know only ONE thing - IP Number
About 5 million people
12. The rest of this presentation
ASSUMES
that this problem is solved.
13. Localised Ad-Network
TT Local ad.com
Choose
Advertiser Web Owner
Create Account Create Account
A Marketplace for Localised Targeted Advertising on the web
Login Login
14. Not a Rocket Science really
✤ Geo-Targeting has been available since late 90’s
✤ It utilises the root IP given to each country
✤ The whole business model of Google is based on that
✤ All industry standart adserving technologies provide this tool
✤ Google and MSN would die (or kill?) to have access to local IP’s
✤ The catch is, to keep and use that data for TT - even for a few years
15. So as an Advertiser I’ll be able to
✤ Reach an audience with nearly exact geographical coordinates
✤ Use a language for that geographical coordinate
✤ Provide goods or a service for that coordinate
✤ Have a much more targeted (hence relevant) audience
✤ Have a complete new way of communicating with that audience
✤ Control and distribute my budget with greatest efficiency
✤ Limit my budget to reach my potentials only
16. The Missing Part
✤ Where do we display these ads?
✤ On TT Sites alone? Very very limiting!
✤ An open platform for all websites to create incremental income
✤ Revenue sharing model
✤ Just insert the script - a’la google or medyanet’s adnet or Link’z
✤ Then we will have the required mass to reach audiences
✤ And we will do it with precision
18. Our Second Cornerstone - IPTV
✤ In essence, only a means of distribution
✤ It’s main competitor is Digiturk, followed by Cable TV and other
satellite platforms
✤ It has not become a major player in Europe yet - satellite still very
strong
✤ Has a lot of advantages and technical superiority
✤ Doesn’t have a sales catch for the end user - yet
19. IPTV
✤ Content is the king - get football
✤ Own content - become a TV network
✤ Have the widest available distribution
✤ Then become a media
20. IPTV
✤ Makes TV Advertising very close to online advertising - in technical
terms
✤ Will provide;
✤ Interactivity
✤ Targeting
✤ Across channels advertising
✤ Avoidance of advertising totally - record and watch
21. IPTV
✤ Will need the close collaboration of TV Channels - both in technical as
well as commercial terms
✤ Will create A LOT OF enemies if you go after content
22. The rest of this presentation
ASSUMES
that these problems are addressed
and there is an IPTV network of no
less than 500.000 households.
23. Back to the Adnetwork -
how it works for an advertiser
how it works for an advertiser
TT Local ad.com
Choose
Advertiser Web Owner
Create Account Create Account
Login Login
boytorun
•••••••••
Enter
Enter
24. TT Local ad.com
Advertiser
Please Choose Area
ADSL Homes: 355
Reach: 1200 people
IPTV Homes: 120
Reach: 423 people
Combined Homes: 105
km Reach: 395 people
4
AVEA Reach: 1255 people
Choose
Choose
25. TT Local ad.com
Advertiser
Please Choose Time
ADSL Homes: 355 Start Date: 12/07/2010
Reach: 1200 people
12/08/2010
IPTV Homes: 120 End Date:
Reach: 423 people 30 days
Duration:
Combined Homes: 105
Reach: 395 people Yes
Weekends:
AVEA Reach: 1255 people 09:00 - 19:00
Desired Display Times:
Choose
Choose
26. TT Local ad.com
Advertiser
Please Choose Budget
ADSL Homes: 355 Start Date: 12/07/2010 CPM 0,50 500 k 250
Reach: 1200 people
12/08/2010 0,70 1250 875
IPTV Homes: 120 End Date: CPC
Reach: 423 people 30 days 5,50 150 825
Duration: PPS
Combined Homes: 105
Reach: 395 people Yes 0,50 1256 628
Weekends: SMS
AVEA Reach: 1255 people 09:00 - 19:00 2,578
Desired Display Times: TOTAL
Accept
Accept
27. TT Local ad.com
Advertiser
Please Upload Creative
Text Here comes the text that the advertiser
wishes to have displayed as text advertising.
It can be typed directly, and it will be
screened as well as edited as required by
the network.
Banner Please Upload File Choose File
Choose File
Film Please Upload File Choose File
Choose File Accept
Accept
28. TT Local ad.com
Advertiser
Summary
Advertiser Boytorun
Campaign Test 1
Dates 01/07/2010 - 31/07/2010
All available
Budget 2.578
campaign details.
Creatives Uploaded
Fly
Fly
30. On Web
✤ Revenue sharing model
✤ The more and more popular sites you own/operate, the more the
income
✤ Open script architecture; anyone with a website can display our ads
and get the share of the revenue
✤ For advertisers with no landing page, a section in a yellow pages has
to be set
31. On IPTV
boytorun’s ad
boytorun’s ad
boytorun’s ad
QuickTime™ and a
mpeg4 decompressor
are needed to see this picture.
32. On IPTV
✤ On framed ads, full income
✤ On owned channels, full income
✤ On others channels, revenue sharing model
35. From our data we can evaluate
✤ Did the person see the ad
✤ Where did the person see it
✤ How many times
✤ Did the person react? (i.e. clicked, called or and other action)
40. Case Study I - Pizza Hut
✤ Needs to sell more Pizza
✤ We can offer targeting to;
✤ People who call “a” take away service at least once a week
✤ People who are within 5 km of distance to any Pizza Hut store in
Turkey
✤ People who have an IPTV and are watching Football
✤ People who have either a landline or an AVEA connection
41. Case Study I - Pizza Hut
✤ We can run the campaign to;
✤ Create a special offer for the upcoming match (same day)
✤ Display that info on IPTV
✤ Display it on the web
✤ Send an SMS to persons with AVEA line with this offer
✤ And maybe even place an automated call to his landline just 15
minutes before game begins informing him of the offer
✤ And repeat this circle every weekend just before the match begins
42. Case Study II - P & G
✤ Wants to sell more diapers
✤ We can offer targeting to;
✤ Display advertising only on areas (cities, towns) where their brand
is distributed
✤ Display their message only to IPTV’s which are showing at least
one hour of Baby TV (or equivalent) every day
✤ Display advertising to people who are AVEA members and offer
them a special discount if they call a specific number with their
AVEA line
43. Case Study Evaluation
✤ In both cases our offer is immensely superior to any other advertising
model
✤ In both cases our target is nearly 100 %
✤ In both cases the advertisers would be willing to pay 5 times the price
to what they are paying to “non-targeting” channels
✤ And cost per reach would be about 10 times less compared to “non-
targeting” channels
✤ This provides a supreme sales catch to the advertiser
45. The Environment
✤ As of 2008;
✤ Total ad expenditure: USD 2,5 b In the US
50 %
✤ Share of Online: % 2 - 2,5
✤ An estimated additional local expenditure: USD 250 m (10 %)
✤ Forecast for 2015;
✤ Total ad expenditure: USD 5,0 b
✤ Share of Online: % 12 - 15 Current share
in the UK
✤ Local: USD 1,25 b (25 %)
46. What we aim for by 2015?
✤ 30 % of total local expenditure - around USD 300 m
✤ 10 % of TV expenditure - around USD 150 m