the on demand opportunity: vod and advertising
Post on 27-Jan-2016
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THE ON DEMAND OPPORTUNITY:VOD and ADVERTISING
WHAT IS AD INSERTION?
Encoded analog or digital video forms
(commercials, news updates, infomercials)
inserted automatically and selectively into
a network streams in response to cue
signals transmitted by the network
1. Technology development left behind business models (digital revolution)
CONTENTS
2. New basic standards: HD, on-demand, anywhere/anytime, ad-sponsored free entertainment
3. Virtual demand on free entertainment (jaman.com, hulu.com, auteurs.com)
4. The encyclopedic exploitation of target audience
5. Pairing films with audience: brands
6. Brand adoption
1. Technology development left behind business models (digital revolution)
HIGH BROADBAND INTERNET CONNECTION
WIRELESS ACCESS FROM MANY DEVICES (Laptops, Phone, Games console, etc.)
Dematerialization of content
VIDEO ON DEMAND (Streaming / Downloading)
IPTV
HD CONTENTS
As time shifted content models are becoming mainstream,advertisers & network service providers are searching for new
Business Models.
2. New basic standards: HD, on-demand, anywhere/anytime, ad-sponsored free
entertainment NEW OFFER & NEW DEMAND
HD E-Cinema
VOD PLATFORM
ANYWHERE/ANYTIME FROM ANY DEVICES
ON-DEMAND ADVERTISEMENT & AD-SPONSORED FREE ENTERTAINMENT
New opportunities will emerge to monetize our assets and create new revenue streams
3. Virtual demand on free entertainment: (j.com, hulu .com, theauteurs.com
New ad market arises powered by virtual demand
How to make use and exploit this new opportunity?
New business model is needed - with new partners
Content and surface is granted by the distributor, target audience is organized by sponsor
MEDIUM
Audience recruit
DISTRIBUTOR
Content & location supplier
CINEMA
Clubs, societies, gala screenings, Q&As, data
base building, ads
VOD PLATFORM
Ad sponsored free entertainment, effective ads
target customer, revenue sharing
ADVANTAGES
Data base buildingMapping customers’ habit
Ad revenueThe more the brand is
popular the bigger is the ad revenue
Easy control of the target audience
Free On Demand – Great popularity
40 screens – nationwide service
ADVANTAGES
Data base buildingMapping customers’ habit
Ad revenueThe More the brand is
popular the bigger is the ad revenue
Easy control of the target audience
Free On Demand – Great popularity
ADVANTAGES
Cinemas run at better capacity use
Popularity growth
ADVANTAGES 4 THE AUDIENCE
Better navigationConstant fresh offers,
eventsOn Demand Audience
Being part of a community, friends
Free entertainment as an option
4. The encyclopedic exploitation of target audience
Navigation of the audience among the numerous contents
Help the audience to find its club - reflecting the most of its demand
Data base control
Polls: what the audience want to see?
TV advertisers say VOD could be even more powerful if they couldincrease copy rotation and ad measurement
5. Pairing films with audience: Brands
Viewers clubs - in cinemas, DVD, internet
Keep audience alert when new content of the brand shows up
Releasing new films according to the audience's wish
RELEVANCE Specific messages to one rather than to many
based on personal profile data/behavioural dataRELATIONSHIPS
Media delivered via sophisticated multiple pathways
I can avoid ads – create a meaningful relationship don’t lose the dialogue
Relationships will become interactiveINTERACTION
Learn about my behaviour and engage me – feed information back to the brand
COMMUNITYUsing communities to disseminate information
ensures trust
6. Brand adoption
To adopt one genre / one segment of the market
To map thoroughly the audience and their demand
Ads can be delivered straight to the core audience
New business models
Ad 1: OB tampons Content: Sex & the city Ad 2: Dove cream
6. Brand adoption
BrandsPrimary target
audienceFILMS
Product to advertise
Right ad placement
Educated young people
Chocapic Books
WILD EAST (Vadkelet)
Young action fans
Books Wii
14 + Teens, classesWashing powder
Miss sixty collection
Anime / manga
Cartoon fansMiss sixty collection
Chocapic
World CinemaAdutls,
Educated young people
Washing powder
New Lexus
6. Brand adoption
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