Medientage München 2012

SmartTV // TV Everywhere // HbbTV

24 Oct 2012

Ryan PettyManaging Partner, Evio Group

[evio.com @eviogroup]

2 CONFIDENTIAL

Durable Trends Impacting Service Providers

• 1B+ users• 600M on mobile (access FB 2X PC)• Avg user has 305+ friends• 20M installed apps per day• 17B location tagged posts

BANDWIDTH

DEVICES

SOCIAL

COMMERCE

• US mobile networks at 80% capacity*

• US family averages 30GB/month• M2M Communication• Wifi offload

• Fastest product ever to 1M units• iPad & iPhone drove AT&T’s

wireless data traffic up 8,008%• Mobile payments $617bn market

opportunity• Mobile advertising $2.61b in the

US $10b 2016**• Dominated by Google

ServiceProviders

*Credit Suisse **emarketer

• QVC #2 US television network (measured by revenue)

• Over 15,000 orders per hour

• Extend to devices

3 CONFIDENTIAL

Television Ad Spend & Audience Growth

Advertising is the engine of the television • Of course differences exist between markets

Advertisers increasingly trusting TV to connect with potential customers

Growing confidence in alternative measurements. Experimentation with advanced ad placements.

Prioritization of digital ad spending.Improved perception of agency skills relative to TV

4 CONFIDENTIAL

Transition to TV Anywhere

Seven domains to consider for Smart TV // TV Anywhere

TV, DVR, VOD, FEP, Tablet, Smart Phone, and Smart TV

5 CONFIDENTIAL

Challenges to successful transition to Smart TV // TV Anywhere

Today’s media buys are planned using the programming content as a surrogate for the desired target audience

Audience measurement and demographics are “well understood”

Multi-domain media buys not possible today

» Advertising deal must be cut with each Smart TV manufacturer, TV Anywhere and OTT provider

» Complexity hindering innovation and growth

No way to measure advertising effectiveness across all viewing domains

» Some early attempts to measure Bluefin, Nielsen, Trendrr

6 CONFIDENTIAL

All services included

• Recommendations • Social• Promoted content

Who’s Doing it Well: FEP NextGuide from Dijit

Tablet application

7 CONFIDENTIAL

More about Evio Group

Ryan Petty Managing Partner

» Strategy and product development consultancy focused on the telecom, media and technology (TMT) markets

» Interactive TV, Advanced Advertising, OTT Offense & Defense

Co-founder of Myrio (1999-2005)

» IPTV software and services provider to wire line operators

Vice President Siemens– Home Entertainment Solutions (2005-2007)

Head of global video strategy at Nokia Siemens Networks (2007-2008)

Thank You

[evio.com @eviogroup]