Connected TV Current beliefs and expectations. Whats What TV Connected TV OTT IPTV Companion Device Mobile Laptop Tablet Pay TVFree TV.

Connected TV

Current beliefs and expectations

What’s What

Good News

Overall broadcast consumption will

increase but SOV by device will

change.

Discovery is keyOn Demand could be the killer app

Content is King

General Principles

Connected TV – What’s happening

70% of TV’s shipped in 2016 will be connected - IMS

Manufacturers want rev share

It may become cheaper to deliver via internet

Connected TV - Challenges

Internet penetration – 69% of TV homesBroadband speed – 13% of Irish homes exceed 10mbps

Lack of standards - but this is changing

Common belief is that people do not connect their TVES question on this in next survey

Content is too difficult to find.

Companion/2nd screen

“Sitting with a smart phone, tablet or laptop Watching live TV and interacting with it.”

Common beliefs:•Main viewing will be on the main screen •Engagement/interactivity on 2nd screen•Shout out TV and wow tv (documentaries) shows work best for 2nd screen.

•Sport and drama too engaging to attract people to 2nd screen at time of viewing.•TV’s are the dramatic hd screens – communal viewing on TV •Personal viewing on 2nd screen – will 2nd screen replace 2nd TV?•From TAM+ we know that 39% of viewers use internet while viewing

Companion Screen – Success Drivers

EngagingMust keep viewer engaged while watching

– social, entertaining, interactive

DiscoverersTrusted authoritySocialSoftware recommended

Program Specific

Expensive and short lived but most popular – BBC introducing one for On Demand in Sept.

The Advertisers View

•Big brands happy with current model – TV is passive - it works

•Connected TV can give an extra layer.

•ITV and Sky with adsmart working on new offerings this is welcomed

•Ad Offering from connected, second screen and EPG needs to be simple

•Ads have to be a television experience not an online one

•On demand offers biggest opportunity

•Belief that it will divert money and bring new advertisers into TV space.

•Off peak times are where the openings lie for connected and companion TV

•When measurement is in place then money will begin to be put in.