TV3.0

Observations on the new Video landscape

Agenda

1

2

3

4

An accelerating pace of change

Opportunities for Advertisers

Barriers to Participation

The Behavioural Challenge

Plus ca change…

28:15+2:04

Developments in TV Technology

1930 1940 1950 1960 1970 1980 1990 2000 2012

YouTube movie service

BBC launches B&W, 405-line,VHS

broadcast

UK's first cable services

TV licence introduced

Regional TV commences

First cross-channel

broadcast

Independent Television Authority

(ITA)

Commercial television (ITV)

Apollo 11 moon landing broadcasts

on BBC and ITV

First Colour broadcast in PAL format

625 line UHF

First transatlantic satellite broadcast

First videotape broadcast by BBC

(VERA)

TV households exceed radio-only

households

Subtitle broadcast

VCR

Teletext services

Colour sets outnumber B&W sets

Closure of OnDigital

BSkyB's first PPV event

BSB launches a 5-channel satellite

service

ITV NICAM digital stereo sound transmissions

Analogue satellite services by Sky Television - PPV

VHF transmissions cease

BARB

Channel 4 Interactive TV news service

Timeshifting - Sky+ launches

BSkyB ceases analogue satellite

service

Terrestrial digital television service -

OnDigital

Digital Satellite - BSkyB launches

SkyDigital

Channel 5

DVD players

Digital Cable

services

IPTV

PVR (TiVo)

Freeview

Ofcom

YouTube

Sky streams news live into mobile

phones

LOVEFiLM

HD

BT Vision IPTV

Sky Anytime+

ITV Player

HD DVD

Virgin Media closes the last analogue cable areas

Android Phone

First analogue switch-off

4OD

Blu-ray

Virgin Media

BBC iPlayer

Freesat

Virgin launches Ultrafast Broadband

iPhoneSky 3D TV

Connected TV

iPad

Mobile TV Apps

Virgin - first online rental movie

services

Virgin Mobile Media Player

Virgin TiVo box

LOVEFiLM StreamingLOVEFiLM Streaming

Android tablets

Amazon acquires LOVEFiLM

Product Placement

YouView

Sky Atlantic

Sky Anytime+

1.5GB Ultrafast

broadband

Google TV

Analogue TV switch-off

TV via games consoles

TV innovations in 2010

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

3D TVs launched at

the CES show

Sky broadcast first football match in 3D

iPlayer on Freesat

Connected TVs

iPad

Million Pound Drop on C4 – Start of

simultaneous play innovation

Sky AdSmart on Sky Player

Apple TV v2

PS3 3D firmware update

iPhone 4

Ofcom relaxes product

placement rules

Sky 3Din home

Virgin TiVo box beta

Samsung Galaxy

Tab

Xbox Kinect Sky Player app

ITV Player and 4oD on PS3

The Future of TV (abridged)

47,000,000Web enabled TV’s sold in Europe 2010 - 2014

The Future of TV has already been enabled

New technology = new opportunities

AudienceSegmentation

Hyperlocal Targeting

Alignment of disparate media types

Message Management

TV - targeted on your terms

600 Fields of information

How local do you want to go?

A common delivery platform allowing for better message alignment

35% by 2013

Managing your message delivery

…in a little more detail

Three challenges to innovation and participation

Auditing &

Procurement

Fit for

purpose

formats

A narrative

for your

customers

1. What does good look like?

2. Do your ads work everywhere?

Does what work here… also work here… and here?

3. Can you deliver a cohesive, relevant narrative?

968 COPY VARIANTS

Participation in the new Video Economy requires Behavioural Confidence

be BOLD

be Video Neutral

be Flexible

In conclusion

We are entering an era of unprecedented

technological change in TV, enabling new and

innovative opportunities for advertisers

Our definition of what constitutes ‘TV’ will change dramatically

Opportunities to get involved now. But

requires reconsideration of ‘how things are done’