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Dynamic Ad InsertionGoldbach Roundtable - 1911 1
Dynamic Ad InsertionDer Monetarisierungs-Turbo für klassisches TV
veed analyticsNovember 2019
Dynamic Ad InsertionGoldbach Roundtable - 1911 2
Agenda
1 Our market view
3 Takeaways
2 DAI opportunity
Dynamic Ad InsertionGoldbach Roundtable - 1911 3
(Big Screen) Devices of the future
Examples are indicative onlysource: veed analytics and service websites
Operating System
Smart TVOperator STB Streaming Client
ProprietaryFocused
Generic
MyHomeScreen
Examples
Standard n.n.
Dynamic Ad InsertionGoldbach Roundtable - 1911 4
Streaming battle and the Renaissance of advertising
Non comprehensive list of servicessource: veed analytics and service websites
(SVoD) Steaming battle
but
Renaissance of advertising
Dynamic Ad InsertionGoldbach Roundtable - 1911 5
Agenda
1 Our market view
3 Takeaways
2 DAI opportunity
Dynamic Ad InsertionGoldbach Roundtable - 1911 6
”Traditional” – DAI opportunity
source: veed analytics and service websites
Comprehensive Platform
Mini Aggregator
OneTrickPony
App vs. Ingest
§ Expect rising fragmentation
Trad. platform controlled households
§ Expect rising fragmentation
Non platform controlled households
§ Full control of customer experience, but often proprietary solutions
§ Existing relationships with broadcaster can be leveraged
§ Fragmented TV set and streaming client market
§ Although HbbTV available for Smart TV, missing standardized approach with agreed “currency”
Dynamic Ad InsertionGoldbach Roundtable - 1911 7
”Challenger” – DAI opportunity
source: veed analytics and service websites
Comprehensive Platform
Mini Aggregator
OneTrickPony
App vs. Ingest
Challenger
§ Disrupters of traditional approaches
§ Yet small, but growing consumption
§ Linear channels (brands) are content discovery and catch-up might be the life saver for Linear TV
§ Truly digital video value chain set-up allows seamless advertising approaches
Dynamic Ad InsertionGoldbach Roundtable - 1911 8
Agenda
1 Our market view
3 Takeaways
2 DAI opportunity
Dynamic Ad InsertionGoldbach Roundtable - 1911 9
Takeaways
source: veed analytics
Advertising§ Advertising is not „bad“ – just needs to be smart and not annoying
§ Upside: Saturation of SVoD models lead to Freemium/Advertising products
Fragmentation§ Expect rising fragmentation in services and content offerings
§ Upside: Sharper and better understandable target groups
Market / product
Dynamic Ad InsertionGoldbach Roundtable - 1911 10
Takeaways
source: veed analytics
Inventory§ Find the right mix between Linear TV and online inventory
§ Be smart on inventory and avoid hyper targeting
Conversion§ TV is not ultimately conversional aka “lean back”
§ Get the right measures/KPI (not linear, not online)
Dynamic ad insertion
Dynamic Ad InsertionGoldbach Roundtable - 1911 11source: veed analytics
THX
Dynamic Ad InsertionGoldbach Roundtable - 1911 12
This document is intended for personal use of our clients only. It is based on recent public information which we consider reliable, but we do not represent that it is accurate or complete, and it should not be relied on as such.
Distribution is only permitted without any changes or omissions – publication, in whole or in parts, requires prior written consent by veed analytics GmbH and correct citation of sources.
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Dr. Bernd RieflerFounder & CEO
veed analytics GmbH | www.veed-analytics.com+49 151 58243355 | [email protected]