Transcript
FUTURE OF TV ADVERTISING - IMPACT OF CONNECTED TV ON TV ADVERTISING -
www.smar t c l i p . com 24 .10 .12 –1–
!!!Sebas'an!Busse,!smartclip!
AGENDA
www.smar t c l i p . com 24 .10 .12 –2–
▶ BRIEF INTRODUCTION OF SMARTCLIP
▶ TV ADVERTISING
▶ CONNECTED TV – WHAT ARE WE TALKING ABOUT?
▶ NEW FORMS OF ADVERTISING ON TV
▶ SUMMARY AND OUTLOOK
MULTISCREEN VIDEO AND BRAND ADVERTISING PLATFORM
▶ Founded in 2008
▶ Part of Adconion Media Group since November 2011
▶ 24 offices in 20 countries
▶ Largest video advertising network in Europe
▶ Largest European video publisher network
▶ First network to offer true multiscreen approach for all devices:
▶ Video and brand advertising on all four screens
SMARTCLIP // KEY FACTS
www.smar t c l i p . com 4 /24 /12 –3–
www.smar t c l i p . com 24 .10 .12 –4–
TV ADVERTISING – WHAT HAS CHANGED?
More than 50 years of TV advertising, 50 years of TV commercials
ADVERTISING ON TV
www.smar t c l i p . com 24 .10 .12 –5–
h4p://www.strategyanaly'cs.com/default.aspx?mod=pressreleaseviewer&a0=5180!
!40%!OF!GLOBAL!AD!SPENDING!ON!TV!
!
!2012!GLOBAL ! !!$!188.5!BN!
!MAINLY!TV!COMMERCIALS!ON!LINEAR!
BROADCAST!!
www.smar t c l i p . com 24 .10 .12 –6–
WHO OWNS THE SCREEN? WHO CONTROLS THE CONTENT? WHO CONTROLS THE ADVERTISING?
„THE%TV%SC
REEN%IS%OU
RS!“%BROADCASTER!
CONNECTED TV
www.smar t c l i p . com 24 .10 .12 –7–
Smart TVs
Blu-Ray Players Set Top Boxes
Game Consoles
TV‘s!that!are!connected!to!the!
Internet!
OTT Offerings (Cable- Satellite and IPTV
operators)
CTV GROWTH
www.smar t c l i p . com 24 .10 .12 –8–
Source:!NPD!DisplaySearch!on!informitv.com,!2012!
▶ CTV shipment up 15% in 2012
▶ 65 billion total est. shipment in 2012
▶ 500 million will be shipped over next five years
www.smar t c l i p . com 24 .10 .12 –9–
WHO IS IN THE GAME?
„THE%TV%SC
REEN%IS%OU
RS!“%
BROADCASTERS!
www.smar t c l i p . com 24 .10 .12 –10–
NEW CONTENT IS COMING TO TV
„THE%TV%SC
REEN%IS%OU
RS!“%
BROADCASTERS!
THOUSANDS!OF!APPLICATIONS!/!
CONTENTS!
LIMITED!NUMBER!OF!TV!CHANNELS!
www.smar t c l i p . com 24 .10 .12 –11–
THE IMPORTANCE OF CONTENT CONTROL - MANUFACTURERS VS. BROADCASTERS -
SMARTCLIP RESEARCH: CONSUMER BEHAVIOUR IS CHANGING
www.smar t c l i p . com 24 .10 .12 –12–
CTV USERS EMBRACE ADDITIONAL OFFERS ON THEIR TV‘S
www.smar t c l i p . com 24 .10 .12 –13–
smartclip!2012:!How!Connected!TV!is!changing!the!television!landscape!!
TV COMMERCIALS ON LINEAR BROADCAST IS...
www.smar t c l i p . com –14–
...JUST ONE OPTION OUT OF MANY TODAY...AND CHANGING...
www.smar t c l i p . com –15–
▶ NEW FORMS OF TV ADVERTISING ARE ALREADY OUT THERE
- SOME SAMPLES -
www.smar t c l i p . com 24 .10 .12 –16–
▶ 1 START APP
ADVERTISING IN VIDEO CONTENT – PRE-ROLL
www.smar t c l i p . com 4 /24 /12 –17–
▶ CHOOSE VIDEO
▶ VIDEO-AD PLAYS
▶ GAME STARTS
ADVERTISING IN CASUAL GAMING ON TV
www.smar t c l i p . com 24 .10 .12 –18–
Start Game
Choose Player
Video Ad
Game Start
SITE-TAKEOVER IN COMBINATION WITH VIDEO ADVERTISING
www.smar t c l i p . com 24 .10 .12 –19–
BRANDING, SITE-TAKEOVER IN COMBINATION WITH VIDEO
www.smar t c l i p . com 24 .10 .12 –20–
BRANDING!ON!APPTSTART! SITETTAKEOVER!
ADVERTISING ON SMART TV PORTAL
www.smar t c l i p . com –21–
ADVERTISING ON SMART TV PORTAL – HONDA
www.smar t c l i p . com –22–
DATA CONTROL WILL LEAD TO „SMARTER“ ADVERTISING
–23–
IN SUMMARY - THE FUTURE OF TV ADVERTISING...
www.smar t c l i p . com 24 .10 .12 –24–
!!
...WILL!BE!DIGITAL!
!...WILL!BE!DELIVERED!THROUGH!ADSERVERS!IN!A!“SMART“!WAY!CREATING!BETTER!EFFICIENCY!
FOR!ADVERTISERS!
!...WILL!ATTRACT!NEW!PLAYERS!
WITHIN!THE!ECOSYSTEM!
!...WILL!MOVE!MONEY!FROM!
TRADITIONAL!TV!INTO!CONNECTED!TV!
www.smar t c l i p . com
THANK YOU
4/24/12 –25–
Sebastian Busse [m] +49 173 747 83 48 busse@smartclip.com
top related