tv’s paradigm shift
Post on 27-Jan-2017
382 Views
Preview:
TRANSCRIPT
T V ’ S PA R A D I G M S H I F TOctober 2016
T O D A Y ’ S M E D I A L A N D S C A P E I S E V O LV I N G A T A N U N P R E C E D E N T E D R A T E
BLACK & WHITE TV
FIRST SATELLITE
BROADCAST
RISE OF CABLE TV
MORE ADVERTISER-SUPPORTED NETWORKS
DIGITAL AND
INTERNET REVOLUTION
SMARTPHONES HDTV TABLETS OVER-THE-TOP DISTRIBUTION
1950s 1960s 1970s 1980s 1990s 2000 - 2005 2006 - 2011
2012 AND BEYOND
XBOX LIVE CAMERA IN DEVICES/TV-
LEARNING THE CONSUMER
TARGETED ADS
PERSONALIZED RECOMMEND-
ACTIONS
ENHANCED CONTENT SEARCH
CAPABILITIES
CLOUD-BASED CONTENT DELIVERY
SOCIAL TV DIGITAL RADIO VIA MOBILE AND
TABLET APPS
…
DVR FIRST DOWNLOAD-
ABLE CONTENT
SOLD
MP3 PLAYERS
VIDEO STREAMING
DIGITALTV
CONNECTED WORLD
3
*SOURCE: RECMA
T V F R A G M E N T A T I O N
P R O L I F E R A T I O N O F V I D E O C A P A B L E D E V I C E S
Linear TV Laptop / PCBlu-ray Players Mobile VOD / SVOD DVR
Gaming TabletAddressable
TV OTTConnected /
Smart TVStreaming
Stick
Many faces of TV
C A U S I N G A R E L A T I O N S H I P S H I F TWhat used to be one to many Has now become many to one
T V I S N O W J U S T A N O T H E R S C R E E N
6
C O N S U M E R S N O L O N G E R G L U E D T O T H E I R S E A T S
7
I T ’ S A M U L I T I - S C R E E N R E A L I T Y
8
9
W E L C O M E T O T H E A G E O F T H E C U S T O M E R
10
What When Where
C O N S U M E R E V O L U T I O N
… T H E Y C O N S U M E R M E D I A
Why How
C O N S U M E R H A S M O R E C H O I C E S T H A N E V E R I N …
C O N S U M E R S M O V E B E T W E E N S C R E E N S , P L A C E S & M O M E N T S T O P U R S U E C O N T E N T
11
W H A T I S T V ?
Linear
VOD
SVOD
Mobile
Tablet
PC
Social
OTT
Streaming
Gaming
Blu-ray
Connected
It’s all of it
Is it? … What about? … How about? …
13
L E T S N O T C O N F U S E T H E D E V I C E F O R T H E C O N T E N T
14
T H E L I N E S A R E B L U R R I N G F O R C O N S U M E R S , W H I C H M A K E T H I N G S M O R E
C O M P L E X
N E E D T O C H A N G E O U R T R A I N O F T H O U G H T A B O U T T V
15
F U S E O U R T H I N K I N G
16
T A K E T O T A L V I D E O A P P R O A C H
Silos(Divergence)
System(Convergence)
D E A L W I T H T H E G R O W I N G C O M P L E X I T Y
18
S O LV E F O R T H E M A Z E O F T O T A L V I D E O
20
C U R R E N T “ I N A D E Q U A T E ” & “ I N C O M P L E T E ” T V M E A S U R E M E N T
21
M E A S U R E M E N T H A S T O A D A P TT O T H E C H A N G I N G W O R L D
A C C O U N T F O R T H E F U L L S P E C T U R M O F T V
22
C L O S E T H E M E A S U R E M E N T G A P
23
TV viewership is shifting rapidly, but measurement has not
followed at the same speed
E V O LV E T O H Y B R I D M E A S U R E M E N T A P P R O A C H
Census
Panel
S H I F T T O B E T T E R U N D E R S T A N D E F F E C T I V E N E S S
Exposure PerceptionEngagement
framework: make more informed decisions at every stage of the consumer journey
OutcomeResponse
WHAT DID THE VIEWER SEE?
WHAT DID THE VIEWER THINK?
WHAT DID THE VIEWER DO?
26
D A T A I S C R I T I C A L
U N D E R S T A N D & P U T C O N S U M E R S I N T O C O N T E X T
C O R E E N A B L E R I S C O N N E C T E D V I E W
DEVICE GRAPH
A D O P T A B L E N D E D A P P R O A C H
PROBABILISTICDETERMINISTIC
striking the right balance between reach & accuracy
U S E C O M B I N A T I O N O F A N A LY T I C A L C A P A B I L I T I E S
FORECAST & ACTUNDERSTAND
DESCRIPTIVE DIAGNOSTIC PREDICTIVE PRESECRIPTIVE
What happened? Why did it happen? What will happen? What should I do?
??
?
?
?
HINDSIGHT INSIGHT FORESIGHT
I N T E G R A T E D M A R K E T I N G R E S P O N S E M O D E L I N G
Digital Attribution Modeling
Marketing Mix Modeling
(Top-Down)
(Bottom-Up)
COMBINING APPROACHES
IN THE RIGHT WAY
Micro Decisions
Macro Decisions
TO IMPROVE MARKETING OPTIMIZATION
OUTCOMES
W E ' R E S E E I N G T H E E V O L U T I O N O F T V , N O T I T S D E C L I N E
32
Viewers have extended TV's reach across today's full range of video-viewing devices & conduits
TV has increased both its utility!
T H I N G S C H A N G E , O B J E C T I V E S S T A Y T H E S A M E
C O
N S
U M
E
RM A
R K
E T
E
R
RIGHT PERSON
RIGHT MESSAGE
RIGHT TIME
RIGHT PLACE
ENGAGE
ASK
SHARE
RESEARCH
TRUST
DISCOVER
AWARENESSADVOCATE
BUY
CONSIDERBROWSE
Consumer Decision Journey
R E A C HC O N S U M E R S
I N F L U E N C EO P I N I O N
I M P A C TB E H A V I O R
E F F E C T I V EF R E Q U E N C Y
top related