1. © 2013 DG Inc. All rights reserved. 1
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2. © 2013 DG Inc. All rights reserved.
Converged Video
Tej Rekhi
Director Innovation Strategy
2
Consumers are there; are you?
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is brewing
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A storm
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The pressure is mounting
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5. how will you
prepare for
the storm?
© 2013 DG Inc. All rights reserved. 5
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CONVERGENCE
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7. the revolution
will not be televised
7© 2013 DG Inc. All rights reserved.
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8. the revolution
will not be televised
7© 2013 DG Inc. All rights reserved.
...it will be social
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$3.8M
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80%TV Ads & in-game spots
8
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100%TV Ads in
8
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source: Mashable, USATODAY
~48 million
social interactions
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2.7hrssocializing per day
x2we spend eating
10
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Politics
11
$12.6M
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15. Thomas Hallik
Donny Riveras
Donny Riveras
Thomas Hallik
Steve Roskpier
© 2013 DG Inc. All rights reserved. 12
Unfriend
x
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17. 14© 2013 DG Inc. All rights reserved.
Religion
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18. 200515© 2013 DG Inc. All rights reserved.
Vatican Crowd
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19. 201315© 2013 DG Inc. All rights reserved.
Vatican Crowd
700
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CHANGE IS EMOTIONAL
:(Friday, 26 April 13

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laugh
17
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cry
17
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Screens are Getting Bigger
4KUltra High Definition (UHD)
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16xMore resolution than HDTV
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INTERACTIVE
TV SDK
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social
interaction
21
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media
22
mass
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Video is everywhere
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29. What is TV?
26© 2013 DG Inc. All rights reserved.
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30. 26© 2013 DG Inc. All rights reserved.
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...continuous play
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32. TV is a geography. A place. A function.
It is not just a box in the corner of the room.
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14
Average 65 year old
Years watching video
content during lifetime
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The new broadband population in
certain countries prefer PCs over TVs
for watching their video content.
29
“
”
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OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE
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stream content on their TV
48%
Connected TV
noticed ads
on streaming
87%
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0
1
3
4
5
2009
2010
2011
2012
Game Consoles DVD DVR Live TV
Consumption Shift of 1st Screen
33
Source: Nielsen
Live TV on slow decline
DVR significantly increasing
Game Console streams overtaking DVD
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Global Shipments
34
900m
172m Source: IDC
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Global Shipments
34
>1bnmobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC
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50%Tablet users watch video content
35
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all mobile connections
20%
100Mbs
Download a HD movie in under 5 mins!!
Faster than most Broadband today...
36
2017
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Internet Traffic will be video by 2014
91%
37
(It made up about 40% in 2012!!)
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“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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watch & cook
39
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63%tablet video is
watched at home
Truly Portable TV
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Truly Portable TV
Living Room
39%
Bedroom
40%
Bathroom
9%
Kitchen
12%
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9%?!wiping?
swiping?
What are you
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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
42
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49. 0
2
4
6
8
10
12
2010
2011
2012
2013
2014
2015
© 2013 DG Inc. All rights reserved.
US Online Ad Growth (Billions)
$7.7bn
Rich Media Online Video Standard Ads
• Rich Media growth is stagnating
• Online video is set to explode!!
eMarketer Q3 2011
43
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Quality Engagement&
44
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Interactive video
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0%
2%
4%
6%
8%
10%
1.6%
9.6%
CTR Interaction Rate
70%increase in site visits
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53. 0
125
250
375
500
2006
2011
2017
26
156
© 2013 DG Inc. All rights reserved.
Global Ad Economy (Billions)
TV Online Mobile
240
5
72
184
160
27
• Mobile = online & online = TV
ZenithOptiMedia
• Difference between online + TV is narrowing
65%
35%
83%
17%
47
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Pixel perfect
now
planning
58%Video & TV together
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Pixel perfect
2013
+20%marketers will join them
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Ads viewed during TV shows are...
39%more effective when watched online
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Source: Nielsen
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Ads viewed during TV shows are...
85%higher brand recall
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Source: Nielsen
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Sales Lift Doubles
50
x2Multiscreen video vs pure TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal
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Fuse our thinking
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Television
touchpoints
online
52
Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile
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Modern Family Viewing
88%use SmartPhone or Tablet whilst watching TV
DAILY
53
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62. 0% 15% 30% 45% 60%
60%
46%
42%
30%
29%
19%
13%
Checking Email
Surfing for unrelated info
Visiting Social Networking site
Checking sports scores
Looking up info related to content
Looking up content related to Ad
Looking for coupon/deal related to Ad
© 2013 DG Inc. All rights reserved.
Dual Screen Activities
What are Tablet and SmartPhone Users doing whilst watching TV?
54
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25%Consumers go online after seeing TV ad
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64. 56
280M
© 2013 DG Inc. All rights reserved.
Second Screen
TV Apps downloaded in 2012
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new water-cooler
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Dual Screen
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content recognition
automatic ACR
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2-way
Comms
Audio
Visual
WiFi
BlueTooth
NFC
?
60
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audience
measurement
assumed
61
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audience
measurement
)))
€$£
accurate
61
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{weetabix}
...relevant messaging
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World’s Apart
65
Media separation of yesteryear
TV Online
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Towards Convergence
66
The present media reality
The dynamics of online
and the plethora of data
Online
The maturity of television
and the quality of video assets
TV
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76. © 2013 DG Inc. All rights reserved.
Towards Convergence
66
The present media reality
The dynamics of online
and the plethora of data
Online
The maturity of television
and the quality of video assets
TV
Mobile
Social
Analytics
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77. © 2013 DG Inc. All rights reserved.
And true convergence is the marriage
67
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TV Spots meet Online Advertising
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80. © 2013 DG Inc. All rights reserved.
Thanks. Your turn
@tejrekhi
Friday, 26 April 13