Device proliferation, shifting distribution channels, and the popularity of social media are driving meaningful changes in consumer behavior that affect nearly every aspect of the TV business.
In this 1-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere: Lessons From Big Data in the Television Industry. She covers the drivers of this new disruption, four use cases for the data, and actionable strategies to address the challenges and opportunities created by this new source of insight.
Watch the webinar on-demand at: http://www.slideshare.net/Altimeter/webinar-data-everywhere-lessons-from-big-data-in-the-tv-industry-by-altimeter-group-37470543 or download the full research report at: http://bit.ly/altimeter-report-big-data-tv.
9. 9!
“Young people — kids and teens —
have a personal relationship with their
devices, so even if a family has a TV,
they’d rather watch on their own
device. Will they even watch TV on
their computer in five years? We don’t
really know.”!
!
Carri Bugbee!
Social TV Analyst!
!
11. 11!
“We’re going to have to treat what we
do on social the same way we’re
treating our websites: put the best
content out there and hope the
algorithm accounts for that. We can’t
always be chasing the dragon.” !
!
Chad Parizman!
Director, Convergent Media!
Scripps Networks!
!
14. 14!
“We use data to help us optimize our plans.
Particularly with a new show, we can make a lot of
assumptions about what the fan community might look
like and how viewers may respond to the show and
the storylines. But those are just assumptions until the
show airs and we see what fans are saying and how
they’re growing. That allows us to tweak digital
activations and strategies, particularly for shows in
their first season or between seasons one and two.” !
Sabrina Caluori!
Vice President, Digital and Social Media!
HBO!
!
15. 15!
Promotion: Talent Development!
“The day after I
pulled our social
data, Robinne was
on the front page of
the website.”!
!
JP Lespinasse!
Senior Director, Social
Media, BET!
21. 21!
What Distinguishes the Early Leaders?!
· They value curiosity and scientific method!
· They seek ways to scale!
· They know their data sources!
· They think from the viewer’s POV!
· They’re practical for the short game, visionary for the
long game!
· They’re unafraid to lead by creating new experiences!
22. 22!
“Simply extending content is ordinary.
Leadership takes the vision to create
new experiences that cater to the
digital attention span and are also
native and optimized to the device.”!
!
Brian Solis!
Principal Analyst, Altimeter Group!
!
24. 24!
Coming Up Next!
· TV everywhere = data everywhere (your new reality)!
· The visual web (1 pic = 1K words)!
· Data at scale (meaning, technology gets better)!
· Behavior is better than demographics!
· Emotion can drive decisions (more clues, more
validation)!
· Respect the viewer, and the viewer will respect you!
25. 25!
Thank You!
Susan Etlinger!
susan@altimetergroup.com!
susanetlinger.com!
@setlinger!
!
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information.
The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for
advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!
!
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models. !