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Paul Moss - TV Is Dead - Long Live TV
- 1. TV IS DEAD– LONG LIVE TV
- 2. Media Prima BerhadToday TELEVISION BROADCASTING PRINT CONTENT CREATION OUTDOOR RADIO NETWORK NEW MEDIA MALAYSIA’S BIGGEST INTEGRATED MEDIA GROUP
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- 4. • Declining revenue,market • Living Room $$$ share and relevance • Device sales • Fear, dressed as opportunity • Disruption Opportunity • Consumers rapidly changing expectations
- 5. Players Models Money
- 6. The Godfathers Protect Consumer Revenue - Stay relevant! Pay TV • Leverage existing user-relationship • Add features – DVR, HD, VoD • Use „deep- pockets‟ to buy content rights exclusively and block competitors Protect business model – Don‟t be the Music Industry Broadcast • Leverage ad-sales relationships TV • Content sales & licensing opportunities • Over-The -Top distribution models • Engage existing communities
- 7. New Kids OnThe Block Opportunity – Return on Infra Investment ISP / • Leverage Connection. Authentication, Telcos TV-Everywhere, (Time Warner app) • Jump ahead of incumbents - features • Video On Demand • Exclusive content
- 8. The Disruptors Disrupt and de-stabilize Device & - New living-room revenue opportunities in CE advertising, video content and services - Drive device sales - Increase relevance and importance of „your‟ brand
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- 13. 26 years ofTV Gold from Media Prima’s archives
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- 15. Local Content CreatorChannels
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- 20. • 1.45m registeredusers. Increasing at 12,000 per week • 773 programs & 20,290 episodes uploaded on Tonton. Adding over 50 episodes per day • Average 1.89 ads-viewed per program view • 27m page views month (all AMSB sites) • 6 bit-rates per episode • 145TB per month
- 21. Pageviews 7th -10th: 1,177,956 CONVERSATION puts Facebook Impressions: 1,624,657 CONTENT Photos/Videos viewed: 360,000 on Unique Live Streams: 28,136 STEROIDS
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- 23. AN INTELLIGENT PLATFORM: “It knows you” RECOMMENDS RECOMMENDS CONTENT ADVERTISING Intelligence through 5 User Targeting Factors • Demographics • Behavioural • Contextual • Location • Device
- 24. 1. Tighter targetingleads to higher campaign effectiveness Targeting Assumptions 2. Targeting & measurement will drive the move to „engagement‟ advertising models 3. Now we can target the User (anytime), not the program as a proxy for the user 4. The above will result in higher „CPMs‟ or monetisable value of online TV advertising
- 25. “Yes, EVERYONE buysinto the value of targeting and measurement, but….” Targeting Lessons 1. Tight targeting radically reduces inventory. If all your clients want the same target groups then you better have: • damn good inventory projection tools • a backup plan to create (buy!) more of the most desired inventory 2. Clients!! “I want to target 18-24 “We only do small, Malay females in Klang guaranteed CPC Valley…between 11am campaigns…but they and 6pm. We have to must only appear on the make a really BIG BANG!” biggest sites!”
- 26. 3. Beware logic! • Demographic targeting is one-dimensional Targeting • Video viewing is not Search Lessons Cont.. • We are EMOTIONAL beings. Traditional Advertising knows this. Behavioural targeting is getting more complex – because it has to 4. Broadcast TV • „Big-bang‟ theory. It still works, and advertisers know it • Inefficiency vs Cross-pollination • Secondary markets – group/social viewing
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