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You Are Not A Couch Potato
Or words of wisdom from a guy who likes to push buttons
Things You Get When You Google “Smart TV”
Your Television is Evolving• Larger Screen Size• HD now the norm• DVR reaches Critical Mass• 3D begins• Wi-Fi now standard on TV
and Blu-Ray• Gaming Consoles deliver
content
Ways to make your TV Smarter
Buy a New TVBuy a BluRay
PlayerFIOS/Uverse
Buy an OTT (Over the Top)
Gaming Consoles
TVs with Built In WiFi
Panasonic VieraConnectTC-P50ST30-Plasma$1,250 – Best Buy
Samsung UN55D8000YF-LED$3,599 – Buy.com
SonyBravia XBR HX909 52”
$2,049 – East Coast TVs
Connected TVs
Sony Internet TV (GoogleTV)NSX-46GT1
$1,399– BestBuy.com
Panasonic TC-P55GT30
$2,199
Vizio Razor LED M550NV
$1,304 Sears.com
Samsung is making apps a central focus
Sony Bravia Internet
Vizio App Ecosystem
Yahoo Connected Product on Vizio and LG
Twitter on FIOS
Facebook on FIOS
HSN on FIOS
Consumers still don’t understand connected TVs
Marketer attention is looking towards ITV again as technology catches up
• Cable boxes are being upgraded with EBIF (Enhanced Binary Interchange Format) enabling limited 2-way functionality
• Cable Operators are feeling pressure from Internet and Over the Top Set Top Boxes (AppleTV, Boxee, XBOX, PS3) to modernize and offer advertisers Advanced TV Services
• Third Party Biased Independent shops over-selling ITV for their own purposes• DirecTV has seen significant uptick in campaigns, moving from 10 ITV campaigns 2 years
ago to 60 in 2010.• While more marketers seem to be trialing ITV, Unilever seems to be the only marketer
using it with consistency.
Strengths & Weaknesses of ITVStrength• Created new response channel for
consumer with TV• More likely to engage a loyal and
highly involved TV viewer• Lengthen engagement with mid-
funnel prospects
Weakness• Expensive• Limited and spotty geographic
reach• Incremental production costs and
Project Management hours• Short time availability to notice,
grab, and click
Canoe & ITV• Launched initial overlay/RFI
partners• 20MM EBIF HHs in 2010• 35MM EBIF HH by end of
2011
• Polling and Trivia in 2011
• No telescoping to Long Form due to Network demands that viewers not be taken away from content
Currently Available
Q1 2011 (Likely)
Future RFI Enhancements • Expand core capabilities and template options• Add electronic fulfillment• Enable RFI in-program segments• Integrate with backend systems for T-commerce applications
21
Future Polling & Trivia Enhancements
• Enable use in commercial pod• Integrate with RFI• Enable deterministic voting
22
Dish ITV Options
23
Dedicated Long Form Channel
24
iTV Costs•As a benchmark, local TV schedules generally have 15% premium for Interactivity with most providers recommending weekly spend levels of $150K - $200K to generate enough reach to drive significant interactive engagement.•Production Charges range from $10K - $50K depending on level of functionality and complexity. (again, most providers are happy to implement the creative execution without the help of 3rd Party Developers, unless major functionality is required)•Widgets on FIOS/U-Verse are technically free (Developer Kit is Open Source), but promotion of widgets are recommended between $75K - $100K to launch.
Game Consoles morph
Source: Nielsen March 2011
Consumers seem to want content over utility from ITV
Is there a demand for Connected TVs?
What’s the consumer preferred response tool?
Yet, Manufacturers will move forward
ROVI
Copyright ® 2010 Rovi Corporation. Company Confidential.
Installed Base of US Connectable Devices
Page 32
Copyright ® 2010 Rovi Corporation. Company Confidential.
Connected TVs by Brand
Page 33
Copyright ® 2010 Rovi Corporation. Company Confidential.Page 34
The Future = TV + Internet
Apps
Interfaces
Foreign Interfaces (Yahoo!, Google)
Native (Samsung, LG, Sony, Vizio)
Copyright ® 2010 Rovi Corporation. Company Confidential.
Applications
Page 35
Service ProvidersService Providers
Connected DevicesConnected Devices
Connected TV’sConnected TV’s
WebWeb
AppsApps
Copyright ® 2010 Rovi Corporation. Company Confidential.
Foreign Interfaces – Yahoo!
Page 36
Copyright ® 2010 Rovi Corporation. Company Confidential.Page 37
Samsung Smart Hub. Ads Powered by Rovi.
Copyright ® 2010 Rovi Corporation. Company Confidential.Page 38
Samsung Smart Hub. Ads Powered by Rovi.
Copyright ® 2010 Rovi Corporation. Company Confidential.
Sony NUX Advertising. Ads Powered by Rovi.
Default Banner SizeUnfocused State
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Default Banner SizeUnfocused State
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Expanded Banner SizeDefault Focused State
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Expanded Banner SizeDefault Focused State
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User presses Up arrow
Copyright ® 2010 Rovi Corporation. Company Confidential.
Where Internet TV is Going
Enhanced :30s
Telescoping commercials
Commercial bookmarking
Enhanced programming, product placement
Commerce
Targeted ads (demographic, geographic, psychographic)
Page 40
3-D: Real or Not Again?
42
"It remains to be seen whether 3D TV is just a novelty or a new product category in the consumer electronics space," stated Paul Reynolds, electronics editor for Consumer Reports. But he added: "We can tell you 3D TV is the real deal: realistic, compelling and exciting."
What is 3-D?• Creating the illusion of depth or three
dimensions on a flat two dimensional display.
– With visual signals from two eyes separated slightly, the brain receives two versions of the same image at slightly different perspectives.
– Two cameras/lenses set side by side at the same distance from each other as a person’s pupils.
43
Types of 3D
44
Anaglyph
Stereoscopic
Auto-Stereoscopic
The Legacy Problem
45
Three Key Areas of Distribution
46
In Theater Home Theater 3-D Gaming
In a recent CTAM study on 3-D:The Good News:•57% of viewers agreed that 3D TV makes them feel like ‘they are part of the action’•48% said it makes them feel closer to the characters
The Not So Good News:•Only 29% of those currently in the market for a TV set would consider a 3-D set
Reasons:•Cost (68%)•Have to wear Glasses (57%)•Limited content availability (44%)
47
A Look at 3-D Movies
48
Grossed $20MM WW – 600 Screens#4 Best Reviewed Film 2008 – Rotten Tomatoes
Grossed $31MM WW – 681 ScreensOnly planned to run 1 weekend, ran 4 weeks
Grossed $1011MM WW (includes 2D) Grossed $114MM WW
49
Gross $51.5MM $114MM WW
Gross $75.3MM$121.9MM WW
Gross $19.2MM$23.2MM WW
Gross $198.4MM$381.5MM WW
50
Gross $19.7MM$20MM WW
Gross $293.0MM$381.5MM WW
Gross $196.6MM$884.6MM WW
Gross $119.4MM$285.1MM WW
And then there was Avatar…• $749.6MM Domestic as of 7/1/2010• $2.7B Total WorldWide• Widest release of an IMAX 3-D movie in
history: 261 screens
51
52
Release Date: 3/26/2010Gerard Butler, America Ferrara, Jonah Hill
$216.2MM Domestic$478.2MM Total WW
Release Date: 3/19/2010IMAX Only
$9.4MM
Release Date: 3/5/2010Tim Burton Film
Biggest Opening Weekend for 3-D$334.2MM Domestic
$1,021.8MM Total WW
53
Release Date: May 21, 2010
$232.2MM Domestic$324.2 Total WW
Release Date: June 18, 2010$289.0MM
$439.8MM Total WW
Release Date: April 2, 2010$162.8MM Domestic$491.2MM Total WW
54
Release Date: 8/6/2010$42.4MM Domestic
$159.2MM WW
Piranha 3-DRelease Date: 8/27/2010
$25.0MM Domestic$79.8MM WW
Release Date:7/25/2010$251.5MM Domestic
$543.7MM WW
55
Release Date: 9/10/2010$60.1MM Domestic
$296.2MM WW
Release Date: 10/15/2010$117.2MM Domestic
$170.0MM WW
Release Date: 9/24/2010$55.7MM Domestic
$139.9MM WW
56
Release Date: 11/5/2010$147.9MM Domestic
$317.7MM WW
Release Date: 10/8/2010$14.7MM Domestic
$19.8MM WW
Release Date: 10/29/2010$45.7MM Domestic
$130.9MM WW
57
Release Date: 11/24/2010$193.3MM Domestic
$503.3MM WW
Release Date: 12/17/2010$169.7MM Domestic
$381.7MM WW
Release Date: 12/22/2010$41.9MM Domestic
$191.4MM WW
58
Release Date: 1/14/2011$92.3MM Domestic
$199.5MM WW
Release Date: 2/4/2011$17.5MM Domestic
$20.6MM WW
Release Date: 2/4/2011$72.2MM Domestic
$81.5MM WW
59
Release Dte: 1/14/2a011$84.0MM Domestic
$120.7MM WW Release Date: 2/25/2011 Release Date: 3/112011
Upcoming Films
60
Release Date: 3/25/2011 Release Date:4/8/2011 Release Date: 4/15/2011
Upcoming Films
61
Release Date: 5/6/2011 Release Date:5/13/2011 Release Date: 5/20/2011
Upcoming Films
62
Release Date: 5/26/2011 Release Date:6/17/2011 Release Date: 6/24/2011
Upcoming Films
63
Release Date: 7/1/2011 Release Date:7/15/2011 Release Date: 7/22/2011
Upcoming Films
64
Release Date: 8/3/2011 Release Date:8/19/2011 Release Date: 8/19/2011
Upcoming Films
65
Release Date: 8/26/2011 Release Date:9/16/2011 Release Date: 9/23/2011
Upcoming Films
66
Release Date: 11/4/2011 Release Date:11/18/2011 Release Date: 11/23/2011
Upcoming Films
67
Release Date: 12/9/2011 Release Date:12/16/2011 Release Date: 12/23/2011
68
Why Should Advertisers Care About 3-D?
What 3-D Brings to Advertising?
• A full 360 degree real world view of the product. Impacts “sexiness” of products.
• At least for the next year, a “WOW!” factor with both depth of field and pop out of screen effect.
• Consumer in-home entertainment will be 3-D enabled, so In-Cinema provides training and testing for Best Practices
• Event/Sponsorship Opportunities with Live 3-D Events
69
Perceived benefits of 3D
• Immersion: Viewers feel they are in the environment.• Depth: Depth of field substantively better• Detail: Vivid detail contributed to immersion.• Color: Aesthetic beauty apparent. Colors appeared better • Engagement: Glasses confined the consumer to one activity and
overall immersion kept them engaged.
70Source: CTAM 2010 3D Study
Areas where 3-D will heat up first
71
Source: PWC 2010
Explosion of 3-D Content and Networks• ESPN launched with World Cup
in 2010• 13 College Football Games• 30 College Basketball Games• 14 NBA Games (incl. Playoffs)• Winter X Games
• ESPN 3-D Goes Live 24/7 on February 14, 2011
• Discovery/Sony/IMAX (3NET) Launched on February 13, 2011
• DirecTV Launch for Ad Hoc 3-D events• AT&T/Verizon open to solely sponsored
3-D Events• Giants/Patriots Game in September 2010
• Wealth TV launches 3D Channel via Roku OTT Box
3NET