der monetarisierungs-turbo für klassisches tv...operator stb smart tv streaming client focused...
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Dynamic Ad InsertionGoldbach Roundtable - 1911 1
Dynamic Ad InsertionDer Monetarisierungs-Turbo für klassisches TV
veed analyticsNovember 2019
Dynamic Ad InsertionGoldbach Roundtable - 1911 2
Agenda
1 Our market view
3 Takeaways
2 DAI opportunity
Dynamic Ad InsertionGoldbach Roundtable - 1911 3
(Big Screen) Devices of the future
Examples are indicative onlysource: veed analytics and service websites
Operating System
Smart TVOperator STB Streaming Client
ProprietaryFocused
Generic
MyHomeScreen
Examples
Standard n.n.
Dynamic Ad InsertionGoldbach Roundtable - 1911 4
Streaming battle and the Renaissance of advertising
Non comprehensive list of servicessource: veed analytics and service websites
(SVoD) Steaming battle
but
Renaissance of advertising
Dynamic Ad InsertionGoldbach Roundtable - 1911 5
Agenda
1 Our market view
3 Takeaways
2 DAI opportunity
Dynamic Ad InsertionGoldbach Roundtable - 1911 6
”Traditional” – DAI opportunity
source: veed analytics and service websites
Comprehensive Platform
Mini Aggregator
OneTrickPony
App vs. Ingest
§ Expect rising fragmentation
Trad. platform controlled households
§ Expect rising fragmentation
Non platform controlled households
§ Full control of customer experience, but often proprietary solutions
§ Existing relationships with broadcaster can be leveraged
§ Fragmented TV set and streaming client market
§ Although HbbTV available for Smart TV, missing standardized approach with agreed “currency”
Dynamic Ad InsertionGoldbach Roundtable - 1911 7
”Challenger” – DAI opportunity
source: veed analytics and service websites
Comprehensive Platform
Mini Aggregator
OneTrickPony
App vs. Ingest
Challenger
§ Disrupters of traditional approaches
§ Yet small, but growing consumption
§ Linear channels (brands) are content discovery and catch-up might be the life saver for Linear TV
§ Truly digital video value chain set-up allows seamless advertising approaches
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Agenda
1 Our market view
3 Takeaways
2 DAI opportunity
Dynamic Ad InsertionGoldbach Roundtable - 1911 9
Takeaways
source: veed analytics
Advertising§ Advertising is not „bad“ – just needs to be smart and not annoying
§ Upside: Saturation of SVoD models lead to Freemium/Advertising products
Fragmentation§ Expect rising fragmentation in services and content offerings
§ Upside: Sharper and better understandable target groups
Market / product
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Takeaways
source: veed analytics
Inventory§ Find the right mix between Linear TV and online inventory
§ Be smart on inventory and avoid hyper targeting
Conversion§ TV is not ultimately conversional aka “lean back”
§ Get the right measures/KPI (not linear, not online)
Dynamic ad insertion
Dynamic Ad InsertionGoldbach Roundtable - 1911 11source: veed analytics
THX
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