TV’s Paradigm Shift
•Download as PPTX, PDF•
3 likes•832 views
MediaPost's TV Insider Summit October 2016 Mohonk Mountain House NY Keynote by George Musi on TV's Paradigm Shift
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (20)
Similar to TV’s Paradigm Shift
Similar to TV’s Paradigm Shift (20)
More from MediaPost
More from MediaPost (20)
Recently uploaded
Recently uploaded (20)
TV’s Paradigm Shift
- 1. T V ’ S PA R A D I G M S H I F T October 2016
- 2. T O D A Y ’ S M E D I A L A N D S C A P E I S E V O L V I N G A T A N U N P R E C E D E N T E D R A T E BLACK & WHITE TV FIRST SATELLITE BROADCAST RISE OF CABLE TV MORE ADVERTISER- SUPPORTED NETWORKS DIGITAL AND INTERNET REVOLUTION SMARTPHONES HDTV TABLETS OVER-THE-TOP DISTRIBUTION 1950s 1960s 1970s 1980s 1990s 2000 - 2005 2006 - 2011 2012 AND BEYOND XBOX LIVE CAMERA IN DEVICES/TV- LEARNING THE CONSUMER TARGETED ADS PERSONALIZED RECOMMEND- ACTIONS ENHANCED CONTENT SEARCH CAPABILITIES CLOUD-BASED CONTENT DELIVERY SOCIAL TV DIGITAL RADIO VIA MOBILE AND TABLET APPS … DVR FIRST DOWNLOAD- ABLE CONTENT SOLD MP3 PLAYERS VIDEO STREAMING DIGITALTV CONNECTED WORLD
- 3. 3 *SOURCE: RECMA T V F R A G M E N T A T I O N
- 4. P R O L I F E R A T I O N O F V I D E O C A P A B L E D E V I C E S Linear TV Laptop / PC Blu-ray Players Mobile VOD / SVOD DVR Gaming Tablet Addressable TV OTT Connected / Smart TV Streaming Stick Many faces of TV
- 5. C A U S I N G A R E L A T I O N S H I P S H I F T What used to be one to many Has now become many to one
- 6. T V I S N O W J U S T A N O T H E R S C R E E N 6
- 7. C O N S U M E R S N O L O N G E R G L U E D T O T H E I R S E A T S 7
- 8. I T ’ S A M U L I T I - S C R E E N R E A L I T Y 8
- 9. 9 W E L C O M E T O T H E A G E O F T H E C U S T O M E R
- 10. 10 What When Where C O N S U M E R E V O L U T I O N … T H E Y C O N S U M E R M E D I A Why How C O N S U M E R H A S M O R E C H O I C E S T H A N E V E R I N …
- 11. C O N S U M E R S M O V E B E T W E E N S C R E E N S , P L A C E S & M O M E N T S T O P U R S U E C O N T E N T 11
- 12. W H A T I S T V ? Linear VOD SVOD Mobile Tablet PC Social OTT Streaming Gaming Blu-ray Connected It’s all of it Is it? … What about? … How about? …
- 13. 13 L E T S N O T C O N F U S E T H E D E V I C E F O R T H E C O N T E N T
- 14. 14 T H E L I N E S A R E B L U R R I N G F O R C O N S U M E R S , W H I C H M A K E T H I N G S M O R E C O M P L E X
- 15. N E E D T O C H A N G E O U R T R A I N O F T H O U G H T A B O U T T V 15
- 16. F U S E O U R T H I N K I N G 16
- 17. T A K E T O T A L V I D E O A P P R O A C H Silos (Divergence) System (Convergence)
- 18. D E A L W I T H T H E G R O W I N G C O M P L E X I T Y 18
- 19. S O L V E F O R T H E M A Z E O F T O T A L V I D E O
- 20. 20 C U R R E N T “ I N A D E Q U A T E ” & “ I N C O M P L E T E ” T V M E A S U R E M E N T
- 21. 21 M E A S U R E M E N T H A S T O A D A P T T O T H E C H A N G I N G W O R L D
- 22. A C C O U N T F O R T H E F U L L S P E C T U R M O F T V 22
- 23. C L O S E T H E M E A S U R E M E N T G A P 23 TV viewership is shifting rapidly, but measurement has not followed at the same speed
- 24. E V O L V E T O H Y B R I D M E A S U R E M E N T A P P R O A C H Census Panel
- 25. S H I F T T O B E T T E R U N D E R S T A N D E F F E C T I V E N E S S Exposure PerceptionEngagement framework: make more informed decisions at every stage of the consumer journey OutcomeResponse WHAT DID THE VIEWER SEE? WHAT DID THE VIEWER THINK? WHAT DID THE VIEWER DO?
- 26. 26 D A T A I S C R I T I C A L
- 27. U N D E R S T A N D & P U T C O N S U M E R S I N T O C O N T E X T
- 28. C O R E E N A B L E R I S C O N N E C T E D V I E W DEVICE GRAPH
- 29. A D O P T A B L E N D E D A P P R O A C H PROBABILISTIC DETERMINISTIC striking the right balance between reach & accuracy
- 30. U S E C O M B I N A T I O N O F A N A L Y T I C A L C A P A B I L I T I E S FORECAST & ACTUNDERSTAND DESCRIPTIVE DIAGNOSTIC PREDICTIVE PRESECRIPTIVE What happened? Why did it happen? What will happen? What should I do? ? ? ? ? ? HINDSIGHT INSIGHT FORESIGHT
- 31. I N T E G R A T E D M A R K E T I N G R E S P O N S E M O D E L I N G Digital Attribution Modeling Marketing Mix Modeling (Top-Down) (Bottom-Up) COMBINING APPROACHES IN THE RIGHT WAY Micro Decisions Macro Decisions TO IMPROVE MARKETING OPTIMIZATION OUTCOMES
- 32. W E ' R E S E E I N G T H E E V O L U T I O N O F T V, N O T I T S D E C L I N E 32 Viewers have extended TV's reach across today's full range of video-viewing devices & conduits TV has increased both its utility!
- 33. T H I N G S C H A N G E , O B J E C T I V E S S T A Y T H E S A M E CONSUMER MARKETER RIGHT PERSON RIGHT MESSAGE RIGHT TIME RIGHT PLACE ENGAGE ASK SHARE RESEARCH TRUST DISCOVER AW ARENESS ADVOCATE BUY CONSIDER BROWSE Consumer Decision Journey R E A C H C O N S U M E R S I N F L U E N C E O P I N I O N I M P A C T B E H A V I O R E F F E C T I V E F R E Q U E N C Y
Editor's Notes
- There have been many changes in this industry over the last 6 decades and with the introduction of Digital and the connected world – consumer fragmentation will continue to grow as consumers will have more choices in how they consume content, where they consumer content, and when they consume content
- Consumer have more choices in…
- As marketers try to deal with the fragmentation of today's media landscape – where consumers are more potential touchpoints to consume (and engage with) content – there is much gather demand for data and insights to successfully execute cross-challenge dialogues with consumers Successfully use analytics to gain insights across various stages of the customer decision-making process (discovery, consideration and purchase), assess the success of marketing activities, and to act on these analytics to make (strategic and tactical) marketing decisions---with the ultimate goal of delivering the right (contextually relevant) message to the right (target) audience, at the right time, in the right place.
- The boundaries between devices and screens will become ever more blurry, as appetite and demand for video content continues to grow
- Panel measurement: An estimation approach where the viewing habits of a small panel of viewers is used to estimate what everyone in the country is watching Census measurement: The ability to count and gain insights from every individual ad that has been delivered and viewed on a digital platform.
- Data provides marketers with an extraordinary opportunity to understand and engage customers. Butt disparate sources are only meaningful when considered in relation to one another. BUT using programmatic we can start to see patterns and respond in real time to signals in order to reach consumers in the moment. People aren’t one-dimensional. There is no one-size-fits-all approach when trying to predict where or when a new customer will come knocking. That is why understanding consumer behavior across devices, and media types, is so important to capturing your target audiences attention – so you can message them at the right time on the right device when they are most open to receiving your content.
- A device graph – the mapped connections between devices – is only as effective as its ability to find a lot of matches (reach) with a level of statistically relevant precision (accuracy)
- Although the world of video has become much more complex, our objectives have ultimately stayed the same. Though the way video is being bought and sold has changed, advertiser’s fundamental marketing objectives have not changed. Marketers still need their ad to reach the right audience, resonate with the audience, and drive them to the desired action.