THE ON DEMAND OPPORTUNITY: VOD and ADVERTISING

THE ON DEMAND OPPORTUNITY:VOD and ADVERTISING

WHAT IS AD INSERTION?

Encoded analog or digital video forms

(commercials, news updates, infomercials)

inserted automatically and selectively into

a network streams in response to cue

signals transmitted by the network

1. Technology development left behind business models (digital revolution)

CONTENTS

2. New basic standards: HD, on-demand, anywhere/anytime, ad-sponsored free entertainment

3. Virtual demand on free entertainment (jaman.com, hulu.com, auteurs.com)

4. The encyclopedic exploitation of target audience

5. Pairing films with audience: brands

6. Brand adoption

1. Technology development left behind business models (digital revolution)

HIGH BROADBAND INTERNET CONNECTION

WIRELESS ACCESS FROM MANY DEVICES (Laptops, Phone, Games console, etc.)

Dematerialization of content

VIDEO ON DEMAND (Streaming / Downloading)

IPTV

HD CONTENTS

As time shifted content models are becoming mainstream,advertisers & network service providers are searching for new

Business Models.

2. New basic standards: HD, on-demand, anywhere/anytime, ad-sponsored free

entertainment NEW OFFER & NEW DEMAND

HD E-Cinema

VOD PLATFORM

ANYWHERE/ANYTIME FROM ANY DEVICES

ON-DEMAND ADVERTISEMENT & AD-SPONSORED FREE ENTERTAINMENT

New opportunities will emerge to monetize our assets and create new revenue streams

3. Virtual demand on free entertainment: (j.com, hulu .com, theauteurs.com

New ad market arises powered by virtual demand

How to make use and exploit this new opportunity?

New business model is needed - with new partners

Content and surface is granted by the distributor, target audience is organized by sponsor

MEDIUM

Audience recruit

DISTRIBUTOR

Content & location supplier

CINEMA

Clubs, societies, gala screenings, Q&As, data

base building, ads

VOD PLATFORM

Ad sponsored free entertainment, effective ads

target customer, revenue sharing

ADVANTAGES

Data base buildingMapping customers’ habit

Ad revenueThe more the brand is

popular the bigger is the ad revenue

Easy control of the target audience

Free On Demand – Great popularity

40 screens – nationwide service

ADVANTAGES

Data base buildingMapping customers’ habit

Ad revenueThe More the brand is

popular the bigger is the ad revenue

Easy control of the target audience

Free On Demand – Great popularity

ADVANTAGES

Cinemas run at better capacity use

Popularity growth

ADVANTAGES 4 THE AUDIENCE

Better navigationConstant fresh offers,

eventsOn Demand Audience

Being part of a community, friends

Free entertainment as an option

4. The encyclopedic exploitation of target audience

Navigation of the audience among the numerous contents

Help the audience to find its club - reflecting the most of its demand

Data base control

Polls: what the audience want to see?

TV advertisers say VOD could be even more powerful if they couldincrease copy rotation and ad measurement

5. Pairing films with audience: Brands

Viewers clubs - in cinemas, DVD, internet

Keep audience alert when new content of the brand shows up

Releasing new films according to the audience's wish

RELEVANCE Specific messages to one rather than to many

based on personal profile data/behavioural dataRELATIONSHIPS

Media delivered via sophisticated multiple pathways

I can avoid ads – create a meaningful relationship don’t lose the dialogue

Relationships will become interactiveINTERACTION

Learn about my behaviour and engage me – feed information back to the brand

COMMUNITYUsing communities to disseminate information

ensures trust

6. Brand adoption

To adopt one genre / one segment of the market

To map thoroughly the audience and their demand

Ads can be delivered straight to the core audience

New business models

Ad 1: OB tampons Content: Sex & the city Ad 2: Dove cream

6. Brand adoption

BrandsPrimary target

audienceFILMS

Product to advertise

Right ad placement

Educated young people

Chocapic Books

WILD EAST (Vadkelet)

Young action fans

Books Wii

14 + Teens, classesWashing powder

Miss sixty collection

Anime / manga

Cartoon fansMiss sixty collection

Chocapic

World CinemaAdutls,

Educated young people

Washing powder

New Lexus

6. Brand adoption