The document discusses the convergence of television and online video. It notes that viewers are spending more time watching video on multiple devices and less time watching traditional television. This is driving changes in how advertising is delivered across television and online platforms. Marketers need to prepare for this convergence by developing campaigns that can span both television and online video.

1. © 2013 DG Inc. All rights reserved.
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2. Converged Video
When two worlds collide
Tej Rekhi
Director Innovation Strategy
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3. A storm
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4. A storm
is brewing
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5. The pressure is mounting
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6. how will you
prepare for
the storm?
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7. CONVERGENCE
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8. the revolution
will not be televised
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9. the revolution
will not be televised
...it will be social
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10. $3.8M
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11. 80%
TV Ads & in-game spots
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12. 100%
TV Ads in
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13. ns
licoon
irla ti
m
8l inte
4cia
~so
source: Mashable, USATODAY
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14. x2
we spend eating
2.7hrs
socializing per day
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15. Politics
$12.6M
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16. x
Thomas Hallik
Donny Riveras
Unfriend
Thomas Hallik
Steve Roskpier
Donny Riveras
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17. © 2013 DG Inc. All rights reserved.
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18. Religion
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19. Vatican Crowd
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2005
15

20. Vatican Crowd
700
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2013
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21. CHANGE IS EMOTIONAL
:(
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22. laugh
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23. cry
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24. Screens are Getting Bigger
4K
Ultra High Definition (UHD)
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25. 16x
More resolution than HDTV
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26. INTERACTIVE
TV SDK
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27. social
interaction
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28. mass
media
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29. active
engagement
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30. In the Cloud
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31. Video is everywhere
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32. What is TV?
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33. © 2013 DG Inc. All rights reserved.
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34. ...continuous play
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35. TV is a geography. A place. A function.
It is not just a box in the corner of the room.
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36. Average 65 year old
14
Years watching video
content during lifetime
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37. “
The new broadband population in
certain countries prefer PCs over TVs
for watching their video content.
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”
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38. OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE
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39. Connected TV
87%
noticed ads
on streaming
48%
stream content on their TV
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40. Consumption Shift of 1st Screen
Game Consoles
DVD
DVR
Live TV
5
Live TV on slow decline
4
3
DVR significantly increasing
1
0
2009
2010
Game Console streams overtaking DVD
2011
2012
Source: Nielsen
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41. Global Shipments
900m
172m
Source: IDC
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42. Global Shipments
>1bn
mobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC
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43. 50%
Tablet users watch video content
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44. 20%
all mobile connections
2017
100Mbs
Download a HD movie in under 5 mins!!
Faster than most Broadband today...
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45. 91%
Internet Traffic will be video by 2014
(It made up about 40% in 2012!!)
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46. “ we see an increasing blur between
the TV set and the PC,
with on-demand content flowing
seamlessly between the two”
Charlie Ponsonby, Simplify Digital on why higher speeds
would drive changes in the way people use the web.
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47. watch & cook
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48. Truly Portable TV
63%
tablet video is
watched at home
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49. Truly Portable TV
Bathroom
9%
Bedroom
40%
Kitchen
12%
Living Room
39%
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50. 9%?!
iping?
sw
What are you wiping?
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51. Focus on
inStream
“Video advertising continues to
attract new ad spending from
brands because it generates
greater audience attention than
other digital ad formats,”
David Hallerman,
eMarketer principal analyst
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52. US Online Ad Growth (Billions)
Rich Media
12
Online Video
Standard Ads
10
8
6
4
2
0
$7.7
2010
bn
2011
2012
2013
• Rich Media growth is stagnating
• Online video is set to explode!!
2014
2015
eMarketer Q3 2011
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53. Quality & Engagement
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54. © 2013 DG Inc. All rights reserved.
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55. Interactive video
CTR
Interaction Rate
10%
70%
8%
6%
4%
9.6%
2%
0%
increase in site visits
1.6%
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56. Global Ad Economy (Billions)
500
TV
Online
Mobile
375
26
156
250
5
27
125
17%
160
83%
0
35%
72
240
184
65%
2006
2011
2017
• Mobile = online & online = TV
• Difference between online + TV is narrowing
ZenithOptiMedia
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57. Pixel perfect
now
planning
58%
Video & TV together
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58. Pixel perfect
2013
+20%
marketers will join them
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59. Ads viewed during TV shows are...
39%
more effective when watched online
Source: Nielsen
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60. Ads viewed during TV shows are...
85%
higher brand recall
Source: Nielsen
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61. Sales Lift Doubles
x2
Multiscreen video vs pure TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal
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62. Fuse our thinking
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63. Television
Ordered on mobile
Read reviews
Saw product on TV
Searched online
Visited shop
online
touchpoints
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64. Modern Family Viewing
88%
use SmartPhone or Tablet whilst watching TV
DAILY
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65. Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?
0%
15%
30%
45%
60%
Checking Email
60%
Surfing for unrelated info
46%
Visiting Social Networking site
42%
Checking sports scores
30%
Looking up info related to content
29%
Looking up content related to Ad
19%
Looking for coupon/deal related to Ad
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13%
53

66. 25%
Consumers go online after seeing TV ad
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67. Second Screen
280M
TV Apps downloaded in 2012
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68. Dual Screen
new water-cooler
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69. automatic ACR
content recognition
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70. © 2013 DG Inc. All rights reserved.
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71. BlueTooth
2-way Audio
Comms
Visual
WiFi
NFC
?
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72. assumed
audience
measurement
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73. assumed
audience
measurement
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74. accurate
)
))
audience
measurement
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€$£
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75. © 2013 DG Inc. All rights reserved.
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76. © 2013 DG Inc. All rights reserved.
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77. {weetabix}
...relevant messaging
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78. World’s Apart
Media separation of yesteryear
TV
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Online
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79. Towards Convergence
The present media reality
Mobile
TV
Social
Analytics
The maturity of television
and the quality of video assets
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Online
The dynamics of online
and the plethora of data
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80. And true convergence is the marriage
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81. TV Spots meet Online Advertising
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82. © 2013 DG Inc. All rights reserved.
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83. Thanks. Your turn
@tejrekhi
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