Claire O'Neil - Telkom Media

New opportunities that TM will bring to the Broadcasting industry

Advertising Opportunities

Clare O’Neil13th June 2007

A few thoughts on convergence

A few thoughts on convergence

Technology – BC / ISP / IPTV / Triple Play

Content wants “to be free” – cross platform aggregation

Audience Fragmentation / Effects on business models

Advertiser Opportunities in this environment

Advertiser Opportunities Advertiser Opportunities

We can’t overestimate yet / but should not underestimate now!

– New Media technologies bring about convergence as well as content delivery from linear to non-linear platforms

– We constantly hear about “the demise of…”

‣ Free to air broadcasting (free to pay)‣ Linear TV (PVR to IPTV)‣ The 30” commercial (viewer zipping, zapping, skipping)

Advertiser Opportunities

• What do we need to start thinking about?– Green-fields Environment!– Global trends that inform us; as well as the S.A.

reality.– Encourage S.A. Advertisers / Media Planners and

Buyers to follow these trends.– Encourage the S.A. Production industry to “get

closer” as the lines between “content and advertising” become blurred.

Advertiser Opportunities

• What do we see for Advertisers in the “converged” space:– IPTV will bring:

‣ Highly targeted, addressable advertising.‣ Advertisers pay for interested viewers.‣ TV advertising will become personalised.‣ Viewers will watch the same content offerings.‣ Ads played out will vary according to demo’s; shopping

habits; personal preferences – making advertising messaging a lot more relevant!

‣ TV Ads then, will have nothing in common with TV Ads now!

‣ Viewers will “engage” & “interact” with more relevant “advertising content”!

Advertising Opportunities

• The SEISMIC shift that will happen in “our industry”– Production of adverts– Pricing structures– Ad avails– Ad insertion (the move to dynamic ad insertion)

• Technologically we will move from:-– “One size” fits all to;– Personalised “one to one” messaging – Dynamic ad insertion & all its’ technology – not as simple as

ad splicer & ad server in our conventional broadcast systems.

Advertising Opportunities

• Connection between Internet & TV services– Interactivity allows for the use of remote controls

to interact with TV websites -‣ Whereby viewers:

Press a button, Visit relevant websites for more info, See further “long form” video of the ad, Buy product!

Advertising Opportunities

• IPTV offers network that is “Bidirectional”– Viewer responses to ads can be collected “in real

time” if desired.– Monitor who is watching, when.– Improving audience measurement – “real time” ad

monitoring!

Advertiser Opportunities

• We can’t overestimate yet / but can’t underestimate now!– Monetisation of Content / Advertiser trends!

‣ What we need to think about now!‣ Advertiser Funded Content‣ Branded Content‣ 30” Ads “imbedded” into the “content” (stop ad

zapping)

‣ We encourage you to think with us!

Thank you