imedia october breakthrough summit - launch pad day: case study: "disney/abc television group:...
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iMedia October Breakthrough Summit - Launch Pad Day Case Study: "Disney/ABC Television Group: The TV and the Tablet" Karin Timpone, Senior Vice President, Product Strategy and Marketing, Digital Media, Disney/ABC Television GroupTRANSCRIPT
TV AND THE TABLETKARIN TIMPONE
Disney - ABC Digital Media…
• Connects consumers to our content anywhere, anytime
• Extends fan experience
First broadcast network on iTunes
2005
First broadcast network to stream ad-supported full episodes
2006
2005
First broadcast network to offer full episodes on demand on a mobile platform
2007
First broadcast network to offer expert and user commentary of full episodes
2010
2010
ABC Player for iPad app available at Apple iPad launch
2010
New platforms and devices are introduced everyday
Resulting in increased media consumption by heaviest TV viewers
Source: Knowledge Networks
Viewers watch anywhere and anytime… they really do!
“I have watched shows in between meetings while sitting in my car in the parking lot.”
How do brands present themselves in the evolving media landscape?
ABC Player Demo Video
• 1M+ downloads• 10M+ episode starts
“ABC turned out a phenomenal app for the iPad…”- Steve Jobs
And so does Phil Dunphy!
All of ABC’s dayparts are in the app
• Primetime• Daytime• News
Fans have maximum flexibility in watching their favorite ABC shows
Overview of Branding Opportunities
Consumer Engagement• Same dynamic ad model as on
ABC.com• Ad units are 30 second video
creative sequenced seamlessly with content
Ownable Environment• Ads play full screen in landscape
mode• Fast forward disabled• Countdown timer with sponsor
message• Sync ad unit links to advertiser site
in Safari
ABC has a high value digital video audience
• 37% watch video on ABC.com several times a week
• 81% are highly satisfied with the viewing experience
• 85% are highly likely to recommend watching on ABC.com to friends
Source: ABC Research
• Strong fan base, especially among female viewers
• 62% are 18-49 years old• 57% are college graduates or higher
Interactive ad pods within ABC’s full episode player increase advertisers’ key metrics
• Unaided brand awareness (+22%)• Purchase likelihood• Induce numerous actions
• Quarter of viewers interacted with the ads
• Almost a third of viewers had not seen the sponsor ad anywhere else
Source: ABC Research
Research shows that a site’s content is strongly correlated with how its advertisers are perceived
Brands on media sites are considered more:
• Reputable and of higher quality• Relevant• Respected
Source: OPA
Latest from the Labs
ABC My Generation Sync• Users interacted with exclusive
content as they watched the show• Took polls and quizzes, received
behind the scenes info
ABC Family ChatterboxUsers can see what their friends and fellow fans are saying about the show
What’s working?
• Extending brand experience• Presenting a clean and ownable environment
for brands and partners• Leveraging viewer and technology trends
Thank you!