bitb -- screen convergence
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Andrew Bagley's presentation at agencyside's Back in the Back training for agency account teams.TRANSCRIPT
SCREEN CONVERGENCEAGENCYSIDE 2011
Andrew BagleyDir. of Emerging Media & Client StrategyApril 29, 2011
19402010
ABC
CBS
NBC
ABC CBS NBCFOX BET VH1MTV HBO ShowtimeWB CNN ESPNHSN Cartoon Comedy CentralBravo PBS ionjtv USA NickTV land Lifetime FoodDiscovery History DIYHGTV E! StyleA&E bio SyfyWe oxygen amcTCM TNT tbsSPEED G4 FEULNFL CMT SPIKETOON TLC Animal PlanetScience NASA TravelSOAP Church AngelReelz starz hdnetepix Golf PPV
Evening News Viewership Over Time
1980
1982
1984
1986
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
0
2
4
6
8
10
12
Vie
wers
in
Million
s
Nielsen Media Research
Time Spent vs. Ad spend
Television Internet Radio Newspapers Magazines0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
What's Wrong Here?
Hours/Wk (%)
Ad Spend (%)
SOURCES: Forrester, 2009; ZenithOptimedia, 2009
What’s Next.If these days are over.
TVComputer/
Laptop
Out of Home
Mobile/ Tablet
Car
/N
avig
atio
n
Gaming
Out of Home
TV
Computer/ Laptop
Mobile/ Tablet
OUT OF HOMEScreen convergence
Out of Home
• Screen size (7”-100’)• Targeting
– Right time right place
• Audience– Captive– Group experience
• Limitation– Interactivity
• Ad units– Movie Screen advertising– Taxi cab TV– In-flight commercials– In-Store digital displays– Navigation systems– Sports arena mega screens
Out of Home
14 |
DOOH | Budget Projections
Digital Out of Home Spending - US ($Billions) $-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
2005 2006 2007 2008 20092010 2011 2012 2013
Source: AdCentricity 2011
Out of Home :: Auto Apps
Out of Home
Out of Home
Air TravelerFitness
Point of Sale Auto
Out of Home
• Video• Gesture recognition• Augmented reality• Holograms• 3D• Audio• Wifi / Bluetooth /
SMS• Touchscreens
Out of Home :: In Venue Sports Advertising
25866Short Code
Out of Home :: Keys to Success
25866Short Code
Contextual Relevance
TVScreen convergence
Emerging Opportunities | Traditional Media
Funny Emotionally Touching
Informative0%
10%
20%
30%
40%
50%
60%
70%
Online VideoTV Commercials
Source: Nielsen online July 2009
Consumers perception of TV vs. Online video
TV
• Screen size (7”-100”)• Targeting
– Demographics based on TV show audience data
– Contextual, through relevant product placement
• Audience– Small familial groups – Passive
• Limitation– Limited interactivity, UI
constrained by remote (likely to change when mobile phone apps replace remotes)
• Ad units– Google TV remnant– TiVo, Dish and DirectTV interactive
spots– Product placements &
sponsorships– Video podcasts
TV
TV:: TiVo
40%
Source: Leichtman Research Group Inc., Sep 2010
of US households have a DVR
TV :: TiVo
TV :: HDTV
TV :: HDTV
TV :: HDTV
SMARTPHONES
TV :: DVR
DVR HDTV
53%+40%+42%+
SMARTPHONES
TV :: DVR
DVR HDTV
53%+40%+42%+
•Multi-tasking•Time shifting
SMARTPHONES
TV :: DVR
DVR HDTV
53%+40%+42%+
•Multi-tasking•Time shifting•Affluence
NoYesNo bute would like it to beDo not know
50%No
23%Yes
26%No but would like it to be
1% Do not know
TV Connected to the Internet - June 2010
TV :: Internet
TV :: Google TV
TV meets WEB | AdWords meets TV
TV :: UX
TV :: UX
TV :: Google TV
Apps. On your TV
TV :: Google TV
Targeting •Demographic•Keywords/Themes•Specific Programs•Dayparting
5 second rule
COMPUTER/LAPTOPScreen convergence
Emerging Opportunities | Traditional Media
2008 2009 2010 2011 2012 2013 2014$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
US Online Video Ad Spend in Billions
Source – eMarketer May 2010
Computer/Laptop
• Screen size (13”-27”)• Targeting
– Geographic, Demographic and Contextual
• Audience– Individual
• Limitations• Emerging players – YouTube,
Hulu, ABC.com, NBC.com, CBS.com, Fox.com, BrightRoll
• Ad units– Prerolls and interstitials– Promoted videos– Sponsored videos
Computer/ Laptop
Source: http://www.viralblog.com/research/youtube-statistics/
2 Billion videosare watched on YouTube every day
42 |
Nearly double the prime-time audience of all 3 major U.S. TV networks combined
TrueView
• Only pay if people click or watch atleast 30 seconds• CPV
YouTube Annotations :: External Links
MOBILE/TABLETScreen convergence
Mobile Tablet
• Screen size (3”-11”)• Targeting
– Mobile phone number– Current geo location (even if
they are on the go)
• Audience– Individual
• Limitation• Emerging players – admob,
brightroll, YouTube, simulcasting
• Ad units– Prerolls and interstitials– Promoted videos– In app videos– Simulcasted content
Mobile/ Tablet
Mobile/Tablet :: iAd
iAd
Download AppsWatch VideosPlay Games
Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time.
Mobile/Tablet :: Simulcasting
58% watch TV while Simultaneously using Internet at least 1X/month - Nielsen
Andrew Bagley | Screen Convergence
Screen Convergence
• 1 website many Presentation Layers– Website– TV– Mobile– Tablet
• POS can be interactive with DOOH and Apps• Apps for Mobile/TV/Auto• Hold Traditional ad buys to Digital standards– Analytics– Feedback mechanism– Cost/View (TrueView)
50 |
THANK YOU.Andrew BagleyDir. Of Emerging Media & Client [email protected]
[email protected]/sitewireyoutube.com/sitewire