Amsterdam 2012Amsterdam 2012

Addressable TV - 2012 and beyond

We are a leading social media marketing agency with offices in Amsterdam, London, Madrid and Milan We are helping brands to transform from traditional advertising, towards a model that is more content-driven, engaged and focused on consumer dialogue Because without great content there is no engagement. And without engagement there is no buzz, no viral, no social and no community We work with TomTom, Nike, Dell, Mazda and LGIf you’d like help too, pls connect to socialmedia8.com

Hola!

The Re-evolution of the medium TV

One-way communication and Television ran the show for about 60 years. We now welcome CMOs to the re-evolution of the medium Television.

TV will transform to more channels, more platforms (cable, ip, connected), more screens (pc, tablet smartphone), open distribution, VOD, non-linear players (Hulu, Netflix, Google, Apple, Disney), Web & Social TV and Addressable TV…

R.I.P TV?

The internet introduced freedom of choice, not being bound by selective channels. As massive audiences have moved towards digital, media budgets are shifting too. Is this trend killing TV softly?

TV was never gone

However one downside of TV advertising is the amount of waste that is needed to reach the target audience.

In reality the TV empire is far from crumbling. In the US traditional television still has the highest reach: 96% and TV advertising is still a whopping $70 billion business.

Source: Experian Simmons

It’s all about efficiency

What if you could efficiently target your audiences with TV ads?

The Solution: Addressable TV

Addressable TV Advertising is delivering TV commercials to specific audiences using household-level analytical profiling and segmentation. In short, Addressable TV enables brands to deliver specific messages tailored to their target audiences.

Existing Customer Family

A$50K+

100 MAIN ST.

Existing Customer Family B$150K+

200 MAIN ST.

Prospect Family A$50K+

300 MAIN ST.

Prospect Family B$150K+

400 MAIN ST.

Marketer

Addressable TV Advertising is tailored to your audience

Source: Visible World

Addressable TV Ads: How does it work?

Recent advances in the technology to collect and assess set-top-box data, offer useful data currency to increase TV's efficiency and accountability as a marketing medium.

Addressable TV offers a more accurate alternative to Nielsen data, and helps CMOs to go beyond demographics with consumer interests, clickstream and buying behavior.

Addressable TV: The Benefits

Why should CMOs embrace Addressable TV?

Offers a more accurate alternative to Nielsen data for buying slots in linear TV

Gains 56% higher efficiency in delivering TV ads to relevant target groups (opposed to the whole population), decreasing waste significantly

Helps to go beyond demographics, offering: geographic data, consumer interests, product affinity, clickstream and buying behavior analyses.

Enables interactions with audience as viewers can request for information (RFI)

Viewers have the ability to opt-in for specific ads gaining superior engagement that can increase direct leads and sales

Finally gives TV efficiency, measurement, metrics, actionable insights, accountability and ROI it deserves

Addressable TV can now close the loop as social media: See, Like, Buy

Source: ViralBlog.com

Addressable TV - Future Outlook

In the US alone, there will be 66 million subscribers enabled for addressability, representing 60% of the Pay-TV marketplace by 2015.

By 2015 TV the US will still be on top with 39.2% of the total media spendings, followed by digital with 25.6%

Source: eMarketer

Interactive Experience

What if you could make your Addressed TV Ads engaging, interactive experiences?

Interactive Broadcasting

With Interactive Broadcasting CMOs can engage and retain their audiences in a whole new way. Viewers will be able to:

Participate – i.e. vote for a reality TV contestant Request for information (RFI) Take polls and tests Buy via T-Commerce

The most interesting feature for CMOs might be T-Commerce. With T-Commerce viewers can make purchases while watching a TV

show and even during your TV commercial.

You might say “I’ve heard that before”. But just think non linear with us for

one more moment. F-Commerce offers CMOs a new See, Like, Buy funnel,

and the global Social Commerce revenues will rise to $30 billion by 2015.

T-Commerce

T-Commerce will connect brands to targets in real-time, and enables engagement during TV commercials (or other branded entertainment experiences) in richly immersive ways.

T-Commerce will enable CMOs to take advantage of viewers’ impulse buying needs through TV.

T-Commerce – Future Outlook

In 2010 the E-Commerce revenues in the US have grown to a $175 billion industry. This certainly shows the revenue opportunities for T-Commerce.

As over 90 million US households have Pay-TV , and are watching 8 hours TV on average per day, T-Commerce could be that disruptive force to ROI driven CMOs.

Source: Forrester Research

Example: T-Commerce TV Ad

While watching CNN, Samsung could target it’s new tablet like this

This is an example created by SocialMedia8, just to visualize the possibilities of T-Commerce.

Recap

With Addressable TV & Interactive Broadcasting CMOs can

Target specific audiences efficiently and decrease waste significantly Gain powerful metrics and feedback from target audiences Engage viewers by delivering branded entertainment experiences Go beyond a media outlet, and evolve TV into a direct sales channel Finally get their measurement, audit, metrics, actionable insights and

ROI Now make their TV advertising as interactive and social as in the

online world

Addressable TV Advertising is ultimately about: showing the right ad to the right

targets (less waste) across multiple devices and multiple ad formats - in order

to drive efficiencies in the ecosystem and to improve accountability and ROI.

R.I.P TV? Definitely not. TV is still the global king in terms of media

spend. However, the Internet is the emperor in several markets

already.

The medium TV will change dramatically in the next 5 years. So CMOs

should definitely integrate Addressable TV into their long term marketing

strategies.

Some see countries with bordersWe see markets with opportunities

Buzz, reach, engage, connect, distribute or amplify Connect to socialmedia8.com if you see opportunities

Igor Beuker Founder – CSO igor@socialmedia8.com 0031 20 575 74 55

Adios!

Rick Dauvillier – Social Analyst

Chi Chung Man – Insights Analyst