A Future for TV: The Publisher as Audience Architect

1,960 views

Published on

To download the research report in full, please visit http://www.videoplaza.com/afuturefortvresearchreport/

Published in: Technology, Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,960
On SlideShare
0
From Embeds
0
Number of Embeds
53
Actions
Shares
0
Downloads
93
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • Previously, larger screen size was a flagship model phenomenon. In 2013, this is happening at low end as well. This year, cheaper, mid-range and entry-level phones are having larger screens as well.
  • -promise of efficiency, multiple entry points level agency playing field, opportunity for creative innovation.-end of fax machine, up to 40 steps of buying process integrated with a few clicks.-but: fragmentation, duplication.
  • An opportunity to use The Guardian's extensive first-party audience data to fuel your digital marketing strategy. Improve your marketing ROI, secure new customers and unlock incremental profit
  • A Future for TV: The Publisher as Audience Architect

    1. 1. The Future for TV: The Publisher as Audience Architect
    2. 2. Agenda • Introduction • Research report presentation – The Future of TV: The Publisher as Audience Architect • Panel discussion • Audience Q & A • Close
    3. 3. A future for TV: The publisher as audience architect Daniel Knapp, Director, Advertising Research 28 November 2013
    4. 4. The value of IP-delivered video advertising for publishers IHS Electronics & Media
    5. 5. US-domestic and international markets are similar in size, but very different in business model composition Consumer/Net Advertising Revenue by business model - 2012 ($m)* 8,000 7,000 6,000 5,000 Other ad funded content Broadcast Purchase Rental Subscription 4,000 3,000 2,000 1,000 0 US *includes TV and movies, and pay TV based platforms IHS Electronics & Media ROW
    6. 6. IP-delivered video outperforms ad market growth Year-on-year growth in WE advertising revenue (%) 80% 76.0% 70% 60% 50.7% 50% 45.6% 40% 30% 24.6% 22.9% 20% 18.3% 15.8% 14.4% 10% 13.4% 10.0% 8.4% 6.1% 9.1% 6.1% 7.5% 8.0% 0% 2010 2011 2012 2013 Video IHS Electronics & Media 2014 Total media 2015 2016 2017
    7. 7. IP-delivered video advertising more than doubles between 2012 and 2017 IP-delivered video advertising revenue and growth - Western Europe 3,000 80% 76.0% 2,500 2,500 2,205 2,000 70% 60% 1,905 50.7% 50% 45.6% 1,610 1,500 40% 1,310 1,051 30% 1,000 24.6% 722 22.9% 20% 18.3% 500 15.8% 479 13.4% 10% 0 0% 2010 2011 2012 2013 Revenue IHS Electronics & Media 2014 Year-on-year growth 2015 2016 2017
    8. 8. Video becomes an increasingly significant portion of display ad revenue IP-delivered video share of display - Western Europe 35% 30% 28.7% 26.9% 25.2% 25% 23.0% 20.6% 20% 17.8% 15% 13.7% 10.7% 10% 7.6% 4.9% 5% 2.0% 1.7% 2003 2004 2.3% 2.8% 3.5% 0% 2005 2006 2007 IHS Electronics & Media 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
    9. 9. But proliferation of video differs among top markets IP-delivered video share of display in 2013 40% 35% 33.9% 31.6% 30% 24.9% 25% 21.0% 20% 18.2% 14.3% 15% 10% 5% 0% France Spain IHS Electronics & Media Italy UK US Germany
    10. 10. Multi-screen video: the consumption/revenue divide IHS Electronics & Media
    11. 11. It is no surprise that the markets which have seen linear declines have high proportions of non-linear viewing % of TV viewing which is non-linear (2012) 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% UK US IHS Electronics & Media France Spain Germany Italy
    12. 12. Screens continue to grow – not just at the high-end 100% 90% 80% 70% 10.0 - 11.0 60% 07.1 - 09.9 05.2 - 07.0 04.6 - 05.1 50% 04.1 - 04.5 03.5 - 04.0 03.0 - 03.4 40% 02.5 - 02.9 02.0 - 02.4 30% 20% 10% 0% Q1-10 Q2-10 Q3-10 Q4-10 Q1-11 Q2-11 Q3-11 Q4-11 Source: IHS - from Mobile Technology Intelligence IHS Electronics & Media Q1-12 Q2-12 Q3-12 Q4-12 Q1-13 Q2-13 Q3-13
    13. 13. Proliferation of video-capable devices makes monetising audiences difficult for publishers Video-capable devices - Western Europe 1,200 1,000 800 600 400 200 0 2012 Smartphones Tablets IHS Electronics & Media 2017 Game consoles PCs Smart TVs Other devices TV sets
    14. 14. So which devices are users currently relying on? PC still represents the most important platform for major commercial broadcasters ITV RTL M6 Mobile/ tablet, 10% Pay TV, 37% Pay TV, 43% PC, 45% PC, 46% Connected TV, 2% Mobile/ tablet, 15% IHS Electronics & Media PC, 90% Connected TV, 0% Mobile/ tablet, 12%
    15. 15. Lower ad-loads on non-PC devices are common feature of the market, as is disparity between players Ad-load per stream (# adverts) 12 10 8 6 4 2 0 DE DK FI FR NL Web/PC IHS Electronics & Media Mobile NO Tablet SE TR UK
    16. 16. Audience-based buying and the rise of targeting IHS Electronics & Media
    17. 17. The US is two years ahead of Western Europe with 11.4% of video revenue already generated programmatically IP-delivered video advertising revenue - US 3,500 3,000 2,500 €m 2,000 1,500 1,000 500 0 2010 2011 2012 2013 Other video IHS Electronics & Media 2014 Programmatic video 2015 2016 2017
    18. 18. Programmatic video moves from marginal to mainstream IP-delivered video advertising revenue - Western Europe 2,500 2,000 €m 1,500 1,000 500 0 2010 2011 2012 2013 Other video IHS Electronics & Media 2014 Programmatic video 2015 2016 2017
    19. 19. Fixing it: Publishers as audience architects IHS Electronics & Media
    20. 20. Most publishers are still in nascent stages of developing a data strategy Publishers in Europe in H1 2013* 20% 80% No data strategy Data strategy * source: IHS biannual publisher survey IHS Electronics & Media
    21. 21. Most publishers are still in nascent stages of developing a data strategy Publishers in Europe in H1 2013* Publishers in the US 2013** 20% 28% 72% 80% No data strategy Data strategy * source: IHS biannual publisher survey IHS Electronics & Media No data strategy ** source: IAB/Winterberry Group Whitepaper Data strategy
    22. 22. Fragmentation & duplication characterise complex video advertising infrastructure Trading desks DSPs Ad Exchanges/SSPs Ad networks Video Properties Data Vendors, Data Management Platforms, Measurement Analytics IHS Electronics & Media
    23. 23. In an increasingly cookie-less world, personally identifiable log-in data becomes crucial Millions of users by service 1,400 1,200 1,000 m 800 600 ID driven by iPhone & iOS unit volumes 400 200 0 IHS Electronics & Media
    24. 24. Why a data strategy? Pressure from the demand-side Competition from online giants Adding transparency to existing data regime Connecting audiences across screens Adding diversity and context to overstandardised demand-side metrics IHS Electronics & Media
    25. 25. Data strategies: adoption varies among publishers Online portals & print Predisposition Broadcasters Video ad networks • Open to experimentation duet o either 1) understanding the experimental nature of online or 2) originating for a declining print business • Reluctant to adopt new unproven techniques as they comes from a long-tested TV background • Accustomed to selling audiences • Aware of the urgency to use data • Most advanced in understanding the value of data • Advanced in their thinking about data strategy State of adoption of data strategy • Combining 1st and 3rd party data effectively • Fear of alienating users by asking for registration data • Leveraging data with context to enhance their offering Challenges • Connecting data available across devices Various states of adoption from early to advanced: tend to be more advanced than broadcasters Early: the process of understanding their 1st party data IHS Electronics & Media • Cannot offer premium context in the way the other two can • Combining 1st and 3rd party data effectively Advanced: already use 3rd party data extensively and working on integration of 1st party data
    26. 26. Data strategies: what are publishers currently doing? Data is key to their long-term selling strategy 10% of ad revenues come from programmatic Programmatic is part of their media planning strategy, but not creative Own trading desk (Response+) to implement demand-side capabilities 1st party data is still underdeveloped Display is traded programmatically, but not video Cautious of middlemen Work solely with 1st party data – 3rd party data is too expensive and “frankly not very good” Direct sales remains the primary and preferred channel Cooperate with other publishers in data strategy IHS Electronics & Media
    27. 27. Conclusion • Growing importance of data should coincide with change in publisher self-perception as audience architect. • At the core of audience architects: unlocking data, making it usable, enhancing it to segment and assemble audiences in new ways. Pairing advertiser need and specifics of unique editorial offering. • No golden path to becoming audience architect, still in infancy. Emerging set of practices across Europe as compass. • Putting data strategy at centre as a) defensive move b) driving innovation. Architecting audiences means architecting the foundations for future revenue growth IHS Electronics & Media
    28. 28. Thank you daniel.knapp@ihs.com @_dknapp IHS Electronics & Media
    29. 29. Panelists Eleni Marouli Advertising Analyst IHS Stephen Byrne Commercial Director UK/NL Videoplaza Andrew Moore European Managing Director SpotXchange
    30. 30. Next steps • All webinar participants will receive early and exclusive access to the full research report via email by Friday, ahead of launch • A recording of the webinar will also be made available via the same email
    31. 31. Thank you

    ×