adapt conference lumascape keynote
TRANSCRIPT
The Future of Video Advertising(Gangnam Style)Terence Kawaja
VIDEO LUMAscape - TODAY
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LUMA Partners LLC 2012
VIDEO LUMAscape - 2015
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LUMA Partners LLC 2012
VIDEO LUMAscape - 2015
M A R K E T E R
C O N S U M E R
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LUMA Partners LLC 2012
VIDEO LUMAscape
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LUMA Partners LLC 2012
Everyone wants the $70 billion TV ad spend LUMA Partners LLC 2012
TV Dollars Arent Going Anywhere (fast)Advertising Spend by Channel ($ Billions)Television $80 $70 $60 $50 $40 $30 $20 $10 $0 5% $2.5 $3.1 $3.7 $4.5 0% 20% Online Video Growth 30%
$65
$66
$68
$69 25%
15%
10%
2012Source: eMarketer, Forrester
20137
2014
2015 LUMA Partners LLC 2012
But so far everyone attempting this has failed8 LUMA Partners LLC 2012
VIDEO LUMAscape
Denotes acquired company 9
LUMA Partners LLC 2012
DISPLAY LUMAscape
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LUMA Partners LLC 2012
VIDEO LUMAscape
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LUMA Partners LLC 2012
TV VIDEO LUMAscapeStudios Web Properties
Networks
x x xMeasurement and Analytics
Targeted TV
Connected TVs & Traditional STB
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LUMA Partners LLC 2012
The Good News1. Growth in viewing 2. Supply / Demand
3. Brand friendly format4. Consumer ad tolerance
5. Targeting / programmatic
LUMA Partners LLC 2012
Potential Accelerants1. Device proliferation 2. Social TV
3. A la carte pricing4. New ratings currency 5. Delivery disintermediation
LUMA Partners LLC 2012
Social is cool but wheres the revenue?15 LUMA Partners LLC 2012
Potential Accelerants1. Device proliferation 2. Social TV
3. A la carte pricing4. New ratings currency 5. Delivery disintermediation
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LUMA Partners LLC 2012
Potential Scaled TV Distribution DisintermediatorsThe Usual Suspects
New Arrivals
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LUMA Partners LLC 2012
YouTube worked for PSY18 LUMA Partners LLC 2012
STRATEGIC BUYER LUMAscapeTECHNOLOGYCOMMERCE / NETWORK
MARKETING19
MEDIA LUMA Partners LLC 2012
Thank you@tkawaja
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LUMA Partners LLC 2012