FUTURE OF TV ADVERTISING - IMPACT OF CONNECTED TV ON TV ADVERTISING -
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!!!Sebas'an!Busse,!smartclip!
AGENDA
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▶ BRIEF INTRODUCTION OF SMARTCLIP
▶ TV ADVERTISING
▶ CONNECTED TV – WHAT ARE WE TALKING ABOUT?
▶ NEW FORMS OF ADVERTISING ON TV
▶ SUMMARY AND OUTLOOK
MULTISCREEN VIDEO AND BRAND ADVERTISING PLATFORM
▶ Founded in 2008
▶ Part of Adconion Media Group since November 2011
▶ 24 offices in 20 countries
▶ Largest video advertising network in Europe
▶ Largest European video publisher network
▶ First network to offer true multiscreen approach for all devices:
▶ Video and brand advertising on all four screens
SMARTCLIP // KEY FACTS
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TV ADVERTISING – WHAT HAS CHANGED?
More than 50 years of TV advertising, 50 years of TV commercials
ADVERTISING ON TV
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h4p://www.strategyanaly'cs.com/default.aspx?mod=pressreleaseviewer&a0=5180!
!40%!OF!GLOBAL!AD!SPENDING!ON!TV!
!
!2012!GLOBAL ! !!$!188.5!BN!
!MAINLY!TV!COMMERCIALS!ON!LINEAR!
BROADCAST!!
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WHO OWNS THE SCREEN? WHO CONTROLS THE CONTENT? WHO CONTROLS THE ADVERTISING?
„THE%TV%SC
REEN%IS%OU
RS!“%BROADCASTER!
CONNECTED TV
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Smart TVs
Blu-Ray Players Set Top Boxes
Game Consoles
TV‘s!that!are!connected!to!the!
Internet!
OTT Offerings (Cable- Satellite and IPTV
operators)
CTV GROWTH
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Source:!NPD!DisplaySearch!on!informitv.com,!2012!
▶ CTV shipment up 15% in 2012
▶ 65 billion total est. shipment in 2012
▶ 500 million will be shipped over next five years
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WHO IS IN THE GAME?
„THE%TV%SC
REEN%IS%OU
RS!“%
BROADCASTERS!
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NEW CONTENT IS COMING TO TV
„THE%TV%SC
REEN%IS%OU
RS!“%
BROADCASTERS!
THOUSANDS!OF!APPLICATIONS!/!
CONTENTS!
LIMITED!NUMBER!OF!TV!CHANNELS!
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THE IMPORTANCE OF CONTENT CONTROL - MANUFACTURERS VS. BROADCASTERS -
SMARTCLIP RESEARCH: CONSUMER BEHAVIOUR IS CHANGING
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CTV USERS EMBRACE ADDITIONAL OFFERS ON THEIR TV‘S
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smartclip!2012:!How!Connected!TV!is!changing!the!television!landscape!!
TV COMMERCIALS ON LINEAR BROADCAST IS...
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...JUST ONE OPTION OUT OF MANY TODAY...AND CHANGING...
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▶ NEW FORMS OF TV ADVERTISING ARE ALREADY OUT THERE
- SOME SAMPLES -
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▶ 1 START APP
ADVERTISING IN VIDEO CONTENT – PRE-ROLL
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▶ CHOOSE VIDEO
▶ VIDEO-AD PLAYS
▶ GAME STARTS
ADVERTISING IN CASUAL GAMING ON TV
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Start Game
Choose Player
Video Ad
Game Start
SITE-TAKEOVER IN COMBINATION WITH VIDEO ADVERTISING
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BRANDING, SITE-TAKEOVER IN COMBINATION WITH VIDEO
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BRANDING!ON!APPTSTART! SITETTAKEOVER!
ADVERTISING ON SMART TV PORTAL
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ADVERTISING ON SMART TV PORTAL – HONDA
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DATA CONTROL WILL LEAD TO „SMARTER“ ADVERTISING
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IN SUMMARY - THE FUTURE OF TV ADVERTISING...
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!!
...WILL!BE!DIGITAL!
!...WILL!BE!DELIVERED!THROUGH!ADSERVERS!IN!A!“SMART“!WAY!CREATING!BETTER!EFFICIENCY!
FOR!ADVERTISERS!
!...WILL!ATTRACT!NEW!PLAYERS!
WITHIN!THE!ECOSYSTEM!
!...WILL!MOVE!MONEY!FROM!
TRADITIONAL!TV!INTO!CONNECTED!TV!
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THANK YOU
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Sebastian Busse [m] +49 173 747 83 48 [email protected]
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