BITB -- Screen Convergence

SCREEN CONVERGENCEAGENCYSIDE 2011

Andrew BagleyDir. of Emerging Media & Client StrategyApril 29, 2011

19402010

ABC

CBS

NBC

ABC CBS NBCFOX BET VH1MTV HBO ShowtimeWB CNN ESPNHSN Cartoon Comedy CentralBravo PBS ionjtv USA NickTV land Lifetime FoodDiscovery History DIYHGTV E! StyleA&E bio SyfyWe oxygen amcTCM TNT tbsSPEED G4 FEULNFL CMT SPIKETOON TLC Animal PlanetScience NASA TravelSOAP Church AngelReelz starz hdnetepix Golf PPV

Evening News Viewership Over Time

1980

1982

1984

1986

1988

1990

1992

1994

1996

1998

2000

2002

2004

2006

2008

0

2

4

6

8

10

12

Vie

wers

in

Million

s

Nielsen Media Research

Time Spent vs. Ad spend

Television Internet Radio Newspapers Magazines0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

What's Wrong Here?

Hours/Wk (%)

Ad Spend (%)

SOURCES: Forrester, 2009; ZenithOptimedia, 2009

What’s Next.If these days are over.

TVComputer/

Laptop

Out of Home

Mobile/ Tablet

Car

/N

avig

atio

n

Gaming

Out of Home

TV

Computer/ Laptop

Mobile/ Tablet

OUT OF HOMEScreen convergence

Out of Home

• Screen size (7”-100’)• Targeting

– Right time right place

• Audience– Captive– Group experience

• Limitation– Interactivity

• Ad units– Movie Screen advertising– Taxi cab TV– In-flight commercials– In-Store digital displays– Navigation systems– Sports arena mega screens

Out of Home

14 |

DOOH | Budget Projections

Digital Out of Home Spending - US ($Billions) $-

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

$4.50

$5.00

2005 2006 2007 2008 20092010 2011 2012 2013

Source: AdCentricity 2011

Out of Home :: Auto Apps

Out of Home

Out of Home

Air TravelerFitness

Point of Sale Auto

Out of Home

• Video• Gesture recognition• Augmented reality• Holograms• 3D• Audio• Wifi / Bluetooth /

SMS• Touchscreens

Out of Home :: In Venue Sports Advertising

25866Short Code

Out of Home :: Keys to Success

25866Short Code

Contextual Relevance

TVScreen convergence

Emerging Opportunities | Traditional Media

Funny Emotionally Touching

Informative0%

10%

20%

30%

40%

50%

60%

70%

Online VideoTV Commercials

Source: Nielsen online July 2009

Consumers perception of TV vs. Online video

TV

• Screen size (7”-100”)• Targeting

– Demographics based on TV show audience data

– Contextual, through relevant product placement

• Audience– Small familial groups – Passive

• Limitation– Limited interactivity, UI

constrained by remote (likely to change when mobile phone apps replace remotes)

• Ad units– Google TV remnant– TiVo, Dish and DirectTV interactive

spots– Product placements &

sponsorships– Video podcasts

TV

TV:: TiVo

40%

Source: Leichtman Research Group Inc., Sep 2010

of US households have a DVR

TV :: TiVo

TV :: HDTV

TV :: HDTV

TV :: HDTV

SMARTPHONES

TV :: DVR

DVR HDTV

53%+40%+42%+

SMARTPHONES

TV :: DVR

DVR HDTV

53%+40%+42%+

•Multi-tasking•Time shifting

SMARTPHONES

TV :: DVR

DVR HDTV

53%+40%+42%+

•Multi-tasking•Time shifting•Affluence

NoYesNo bute would like it to beDo not know

50%No

23%Yes

26%No but would like it to be

1% Do not know

TV Connected to the Internet - June 2010

TV :: Internet

TV :: Google TV

TV meets WEB | AdWords meets TV

TV :: UX

TV :: UX

TV :: Google TV

Apps. On your TV

TV :: Google TV

Targeting •Demographic•Keywords/Themes•Specific Programs•Dayparting

5 second rule

COMPUTER/LAPTOPScreen convergence

Emerging Opportunities | Traditional Media

2008 2009 2010 2011 2012 2013 2014$0.00

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

US Online Video Ad Spend in Billions

Source – eMarketer May 2010

Computer/Laptop

• Screen size (13”-27”)• Targeting

– Geographic, Demographic and Contextual

• Audience– Individual

• Limitations• Emerging players – YouTube,

Hulu, ABC.com, NBC.com, CBS.com, Fox.com, BrightRoll

• Ad units– Prerolls and interstitials– Promoted videos– Sponsored videos

Computer/ Laptop

Source: http://www.viralblog.com/research/youtube-statistics/

2 Billion videosare watched on YouTube every day

42 |

Nearly double the prime-time audience of all 3 major U.S. TV networks combined

TrueView

• Only pay if people click or watch atleast 30 seconds• CPV

YouTube Annotations :: External Links

MOBILE/TABLETScreen convergence

Mobile Tablet

• Screen size (3”-11”)• Targeting

– Mobile phone number– Current geo location (even if

they are on the go)

• Audience– Individual

• Limitation• Emerging players – admob,

brightroll, YouTube, simulcasting

• Ad units– Prerolls and interstitials– Promoted videos– In app videos– Simulcasted content

Mobile/ Tablet

Mobile/Tablet :: iAd

iAd

Download AppsWatch VideosPlay Games

Nielsen observed that one in seven people who were watching the Super Bowl and the Olympics opening ceremony was online at the same time.

Mobile/Tablet :: Simulcasting

58% watch TV while Simultaneously using Internet at least 1X/month - Nielsen

Andrew Bagley | Screen Convergence

Screen Convergence

• 1 website many Presentation Layers– Website– TV– Mobile– Tablet

• POS can be interactive with DOOH and Apps• Apps for Mobile/TV/Auto• Hold Traditional ad buys to Digital standards– Analytics– Feedback mechanism– Cost/View (TrueView)

50 |

THANK YOU.Andrew BagleyDir. Of Emerging Media & Client Strategyabagley@sitewire.com

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