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The Future of Commercial Television
August, 2011
Macro Trends

The Future of Digital TV

Big Opportunities
Today’s Agenda
We’ve All Heard About The “Death Of Television”
But Rumors of Television’s Demise Are Greatly Exaggerated!
“…Americans watched more television than ever in 2010, according to the
Nielsen Company. Total viewing of broadcast networks and basic cable channels rose
about 1 percent for the year, to an average of 34 hours per person per week. The
generation-long shift to cable from broadcast continued, but subtly, as the smallest of
the big four broadcast networks, NBC, still retained more than twice as many viewers
as the largest basic cable channel, USA.”
The Landscape Has Changed And Will Continue To Do So
Consumer
Media
 Technology
Always On(line)

Time shifting

Screen shifting

Connected

Multi-tasking

Consumers
Control
Technology
Screens

Boxes

Enablers


Content Ubiquity and Interactivity
Fragmentation

Disintermediation

New Media Companies

Changing Models


Media
Democratization
What Do These Trends Mean To Us?
Personalized

Everywhere

Anytime

Addressable

Social

Transactional

The Future of TV
Me TV
Current: Personalized Content in Aggregate
94MM+	
  
Video	
  
Views	
  
23MM+	
  
Channel	
  
Views	
  
1.7BN+	
  	
  
Total	
  
Upload	
  
Views	
  
PERSONALIZED
Future: Micro-Segmentation & Targeting
From User Selected Content to Algorithm Delivered Content
PERSONALIZED
Current: From TV Screen to PC Screen 
“It will never
make money…”
EVERYWHERE
Future: To Every Screen
TV is Ubiquitous, Portable (and in the Cloud)
100ft 10ft 3ft 1ft
EVERYWHERE
15	
  
Source: All data represent monthly figures based on Nielsen Fusion for audience overlap and unduplication, Nielsen Media Research (N-Power) for cable audience reach and Nielsen Netview for online audience reach. Oct '09 (most
recent) Nielsen Fusion unduplication patterns applied across Jan '10 Nielsen Media Research cable monthly reach and Jan '10 Nielsen Netview online monthly reach. Unique mobile audience estimates based on Dec '09 Nielsen
Mobile Total Web Report including reported mobile-online unduplication factors.; Nielsen NetRatings Jan 2010. Nielsen Mobile, June 2010; Nielsen’s NPower , Cume Analysis, Jan 2010, (Total Day M-Su 6a-6a) Persons 2+, (1 minute
qualifier).; Omniture and DFP, June 2010; Apple App Store, Sep. 2010;Android Market Place, Sep. 2010; RIM App World, Sep 2010
1.8 BILLION
page views per month
Every Screen: The Weather Channel
EVERYWHERE
"
85M+"
consumers use "
2+ platforms "
of The Weather Channel
Source: Magid TWC Segmentation Study, 4Q 2010.
Every Screen: Co-Ordinated Cross-Platform Devices
EVERYWHERE
Current: Contextually Based Advertising 
http://www.nds.com/solutions/dynamic_advertising.php
ANYTIME
Future: Contextually and Behaviorally Based Advertising 
On Demand is Commonplace
ANYTIME
Current: Location-Based
ADDRESSABLE
Future: Data-Driven Messaging 
From One Size Fits All to Tailored Messages
ADDRESSABLE
Current: Social Provides Earned Media & Increased Engagement
SOCIAL
36MM+	
  
Likes	
  
600M+	
  
Check-­‐ins	
  
Future: Native Social Experiences
Viewers Adding Their Own Layer of Narrative to Content
SOCIAL
Current: Smartphones
TRANSACTIONAL
Future: SmartTVs
The Rise of tCommerce
TRANSACTIONAL
Tailored Messages

Ubiquitous and Portable

On Demand

From Mass to Micro Targeting

Shared Experience

T-Commerce
In Summary
Moving From Passive Viewing to Active Viewing

ROI and KPIs
Sustainable Brand Experiences
Orchestrating Owned, Earned, Paid
Shared Social Control
How do we Monetize?
1.  Dynamic Insertion
2.  Multi-Screen Content
3.  Social Applications
4.  T- Commerce


Big Opportunities
1. Dynamic Insertion
Increase Response: Right Message - Right User - Right Context
By 2015, Addressable Ad Spend Will Top $11.5bn in the US
NATIONAL :30
SEGMENT #1 :30
SEGMENT #3 :30
SEGMENT #2 :30
SEGMENT #4 :30
ROI	
  &	
  KPIS	
   SUS	
  BR	
  EX	
   SHARED	
  SOC	
  CON	
   OEP	
  
2. Multi-Screen Content
Provide Access to Content Across Screens/ Devices to Fit Consumer Lifestyles
ROI	
  &	
  KPIS	
   SUS	
  BR	
  EX	
   SHARED	
  SOC	
  CONT	
   OEP	
  
Glee Karaoke app lets fans sing
their favorite songs from the show
Weather Channel provides
information on any screen
ABC’s iPad app lets you watch –
and interact – with your favorite
shows wherever you are
3. Social Applications
Create a Lean-Forward Experience Through Peripheral Comms & Content
ROI	
  &	
  KPIS	
   SUS	
  BR	
  EX	
   SHARED	
  SOC	
  CONT	
   OEP	
  
#TheGleeProject is visible throughout Oxygen broadcasts
101,055 followers of @TheGleeProject
14,000 Tweets were sent this July during the first ever
presidential debate held entirely on Twitter.
4. T- Commerce
Closed Loop Integration Enables Immediate Commerce Opportunities
ROI	
  &	
  KPIS	
   SUS	
  BR	
  EX	
   SHARED	
  SOC	
  CONT	
   OEP	
  
HSN, Inc – a $3Bn retailer
across TV, online, mobile,
catalog & retail stores – also
offers HSN Shop by Remote
which is available in over
30MM homes.
Closing Thoughts
TV is not dead – it is alive and thriving

TV is Digital

“The Future” is already underway

You can shape what’s next!
Thank You
Francis Anderson

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The Future of Commercial Television

  • 1. The Future of Commercial Television August, 2011
  • 2. Macro Trends The Future of Digital TV Big Opportunities Today’s Agenda
  • 3. We’ve All Heard About The “Death Of Television”
  • 4. But Rumors of Television’s Demise Are Greatly Exaggerated! “…Americans watched more television than ever in 2010, according to the Nielsen Company. Total viewing of broadcast networks and basic cable channels rose about 1 percent for the year, to an average of 34 hours per person per week. The generation-long shift to cable from broadcast continued, but subtly, as the smallest of the big four broadcast networks, NBC, still retained more than twice as many viewers as the largest basic cable channel, USA.”
  • 5. The Landscape Has Changed And Will Continue To Do So Consumer Media Technology
  • 6. Always On(line) Time shifting Screen shifting Connected Multi-tasking Consumers Control
  • 9. What Do These Trends Mean To Us?
  • 11. Current: Personalized Content in Aggregate 94MM+   Video   Views   23MM+   Channel   Views   1.7BN+     Total   Upload   Views   PERSONALIZED
  • 12. Future: Micro-Segmentation & Targeting From User Selected Content to Algorithm Delivered Content PERSONALIZED
  • 13. Current: From TV Screen to PC Screen “It will never make money…” EVERYWHERE
  • 14. Future: To Every Screen TV is Ubiquitous, Portable (and in the Cloud) 100ft 10ft 3ft 1ft EVERYWHERE
  • 15. 15   Source: All data represent monthly figures based on Nielsen Fusion for audience overlap and unduplication, Nielsen Media Research (N-Power) for cable audience reach and Nielsen Netview for online audience reach. Oct '09 (most recent) Nielsen Fusion unduplication patterns applied across Jan '10 Nielsen Media Research cable monthly reach and Jan '10 Nielsen Netview online monthly reach. Unique mobile audience estimates based on Dec '09 Nielsen Mobile Total Web Report including reported mobile-online unduplication factors.; Nielsen NetRatings Jan 2010. Nielsen Mobile, June 2010; Nielsen’s NPower , Cume Analysis, Jan 2010, (Total Day M-Su 6a-6a) Persons 2+, (1 minute qualifier).; Omniture and DFP, June 2010; Apple App Store, Sep. 2010;Android Market Place, Sep. 2010; RIM App World, Sep 2010 1.8 BILLION page views per month Every Screen: The Weather Channel EVERYWHERE
  • 16. " 85M+" consumers use " 2+ platforms " of The Weather Channel Source: Magid TWC Segmentation Study, 4Q 2010. Every Screen: Co-Ordinated Cross-Platform Devices EVERYWHERE
  • 17. Current: Contextually Based Advertising http://www.nds.com/solutions/dynamic_advertising.php ANYTIME
  • 18. Future: Contextually and Behaviorally Based Advertising On Demand is Commonplace ANYTIME
  • 20. Future: Data-Driven Messaging From One Size Fits All to Tailored Messages ADDRESSABLE
  • 21. Current: Social Provides Earned Media & Increased Engagement SOCIAL 36MM+   Likes   600M+   Check-­‐ins  
  • 22. Future: Native Social Experiences Viewers Adding Their Own Layer of Narrative to Content SOCIAL
  • 24. Future: SmartTVs The Rise of tCommerce TRANSACTIONAL
  • 25. Tailored Messages Ubiquitous and Portable On Demand From Mass to Micro Targeting Shared Experience T-Commerce In Summary
  • 26. Moving From Passive Viewing to Active Viewing ROI and KPIs Sustainable Brand Experiences Orchestrating Owned, Earned, Paid Shared Social Control How do we Monetize?
  • 27. 1.  Dynamic Insertion 2.  Multi-Screen Content 3.  Social Applications 4.  T- Commerce Big Opportunities
  • 28. 1. Dynamic Insertion Increase Response: Right Message - Right User - Right Context By 2015, Addressable Ad Spend Will Top $11.5bn in the US NATIONAL :30 SEGMENT #1 :30 SEGMENT #3 :30 SEGMENT #2 :30 SEGMENT #4 :30 ROI  &  KPIS   SUS  BR  EX   SHARED  SOC  CON   OEP  
  • 29. 2. Multi-Screen Content Provide Access to Content Across Screens/ Devices to Fit Consumer Lifestyles ROI  &  KPIS   SUS  BR  EX   SHARED  SOC  CONT   OEP   Glee Karaoke app lets fans sing their favorite songs from the show Weather Channel provides information on any screen ABC’s iPad app lets you watch – and interact – with your favorite shows wherever you are
  • 30. 3. Social Applications Create a Lean-Forward Experience Through Peripheral Comms & Content ROI  &  KPIS   SUS  BR  EX   SHARED  SOC  CONT   OEP   #TheGleeProject is visible throughout Oxygen broadcasts 101,055 followers of @TheGleeProject 14,000 Tweets were sent this July during the first ever presidential debate held entirely on Twitter.
  • 31. 4. T- Commerce Closed Loop Integration Enables Immediate Commerce Opportunities ROI  &  KPIS   SUS  BR  EX   SHARED  SOC  CONT   OEP   HSN, Inc – a $3Bn retailer across TV, online, mobile, catalog & retail stores – also offers HSN Shop by Remote which is available in over 30MM homes.
  • 32. Closing Thoughts TV is not dead – it is alive and thriving TV is Digital “The Future” is already underway You can shape what’s next!