smart tv ads: the next network
TRANSCRIPT
March 20, 2017Smart TV Opportunity
Bright Shiny Objects
+ 74 million Smart TV’s shipped in NA + 75% are connected + 10 million new sets in Q4 2016 + Samsung & Vizio dominate
Smart TV Penetration
11%4%
6%
9%
29%
41%
+ Vizio has lead the issue as they were the first to “free the data”
+ Flurry of class action lawsuits and FTC complaint
+ FTC complaint resolved in February
+ Revised disclosure on data collection and sharing practices and guidelines for the entire industry
+ Vizio software updated, data collection is default off and only collect if user agrees…about 60% agree to terms
+ California consumer class action continues but only Vizio and not third parties
+ This issue looks like it behind us
Privacy Update.
Automatic Content RecognitionSmarter TVs – Multiple Sources Of Value
© 2016 INSCAPE. Proprietary & Confidential.
Broadcast & Cable NetworksLocal Broadcast Stations
AdsOTT Content
Inscape™Ingest
System
Analytics Targeting Measurement
6m+ Inscape TVs
Second by SecondContent & Advertising
Daily/Hourly Data DeliveryReal Time Event Triggers
9%7%
3%
13%
6%62%
+ 90% of dumb TV’s usage is TV
+ 81% of connected Smart TV usage is TV
- 9% connected devices
- 7% gaming
- 3% DVD
+ The smarter you are the less commercials you watch
What Do You Watch When You Are Smart?
+ Apps - YouTube, Netflix, Hulu…
+ Glass level data capture with IP address
- Cross platform attribution
- Cross platform optimization
- Retargeting
+ Addressable ad replacement in live linear!
+ All in “could be” real-time
What Is The Opportunity?
digital synch conquest
live trigger category
!meline/func!onality
+ How is inventory sourced…business models
+ How are addressable impressions reconciled against the impressions delivered by the box
+ How does IP address delivery compare to HH address delivery
+ Does it actually work
+ How does this strengthen the programmers insight into viewing data
+ Can you add voice…what opportunities could that open up
+ How might South Korean corruption impact this shiny object
Considerations.
+ Smart TV’s are quickly scaling
+ Privacy issues appear to be resolving themselves
+ Silos breaking down
+ Ushers in dynamic, real-time opportunities and incredible measurable
+ Many disruptive consequences for us to shape and embrace
Takeaways.