claire o'neil - telkom media
Post on 26-May-2015
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New opportunities that TM will bring to the Broadcasting industry
Advertising Opportunities
Clare O’Neil13th June 2007
A few thoughts on convergence
A few thoughts on convergence
Technology – BC / ISP / IPTV / Triple Play
Content wants “to be free” – cross platform aggregation
Audience Fragmentation / Effects on business models
Advertiser Opportunities in this environment
Advertiser Opportunities Advertiser Opportunities
We can’t overestimate yet / but should not underestimate now!
– New Media technologies bring about convergence as well as content delivery from linear to non-linear platforms
– We constantly hear about “the demise of…”
‣ Free to air broadcasting (free to pay)‣ Linear TV (PVR to IPTV)‣ The 30” commercial (viewer zipping, zapping, skipping)
Advertiser Opportunities
• What do we need to start thinking about?– Green-fields Environment!– Global trends that inform us; as well as the S.A.
reality.– Encourage S.A. Advertisers / Media Planners and
Buyers to follow these trends.– Encourage the S.A. Production industry to “get
closer” as the lines between “content and advertising” become blurred.
Advertiser Opportunities
• What do we see for Advertisers in the “converged” space:– IPTV will bring:
‣ Highly targeted, addressable advertising.‣ Advertisers pay for interested viewers.‣ TV advertising will become personalised.‣ Viewers will watch the same content offerings.‣ Ads played out will vary according to demo’s; shopping
habits; personal preferences – making advertising messaging a lot more relevant!
‣ TV Ads then, will have nothing in common with TV Ads now!
‣ Viewers will “engage” & “interact” with more relevant “advertising content”!
Advertising Opportunities
• The SEISMIC shift that will happen in “our industry”– Production of adverts– Pricing structures– Ad avails– Ad insertion (the move to dynamic ad insertion)
• Technologically we will move from:-– “One size” fits all to;– Personalised “one to one” messaging – Dynamic ad insertion & all its’ technology – not as simple as
ad splicer & ad server in our conventional broadcast systems.
Advertising Opportunities
• Connection between Internet & TV services– Interactivity allows for the use of remote controls
to interact with TV websites -‣ Whereby viewers:
Press a button, Visit relevant websites for more info, See further “long form” video of the ad, Buy product!
Advertising Opportunities
• IPTV offers network that is “Bidirectional”– Viewer responses to ads can be collected “in real
time” if desired.– Monitor who is watching, when.– Improving audience measurement – “real time” ad
monitoring!
Advertiser Opportunities
• We can’t overestimate yet / but can’t underestimate now!– Monetisation of Content / Advertiser trends!
‣ What we need to think about now!‣ Advertiser Funded Content‣ Branded Content‣ 30” Ads “imbedded” into the “content” (stop ad
zapping)
‣ We encourage you to think with us!
Thank you
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