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NEW WORLD: NEW OPPORTUNITIES
“…it’s the end of the world as we know it -
and I feel fine…”
- REM, 1987
NEW WORLD: NEW OPPORTUNITIES
The global social shifts…
TIME magazine’s “Person of the Year 2006” was “YOU” – the ordinary consumer, who is changing the way media is created, distributed & consumed.
This indicates some irrevocable social shifts, in which cause & effect are hard to distinguish:
o Reality tv & interactive tv
o Access to the means of production & distribution; a proliferation of platforms
o An increasingly on-demand world
o E-Democracy
o The need for both individuality & connection
NEW WORLD: NEW OPPORTUNITIES
“For the next 5-7 years…[t]he industry will be stamped by consumer bimodality, a coexistence of two types of users with
disparate requirements…”
- IBM:“The end of television as we know it” (2006)
… but not so fast…
NEW WORLD: NEW OPPORTUNITIES
Some implications for content (1)
o As platforms increase, viewership fragments. Niche audiences take on new importance; advertisers need alternatives.
o Diversification of content, genre, style; audiences’ taste for interactivity / participation will continue to drive new forms.
o Multiple platforms will create new “primetimes”, which, together with “my time”, will fundamentally alter PRIMETIME (& primetime advertising) as we know it.
o Sport, other live events and participative viewing are best able to generate mass audiences – but have little longevity.
o TV’s role is more likely to alter than diminish… but viewers’ expectations of it will be high, ito delivering what other platforms can’t.
NEW WORLD: NEW OPPORTUNITIES
Some implications for content (2)oDespite shifting business models, in the medium term future much of the premium content that helps drive the download culture will come from broadcast television.
o The rights regime will get more complex; rights will be carved up more finely…
o User-generated content will not displace professional media, but will force new strategies, alliances and business models.
o The proliferation of choice creates new needs:- navigability- customisation, personalisation- connection
o “Content wants to be free” – to move around…
NEW WORLD: NEW OPPORTUNITIES
Some opportunities
o Content deployment across platforms;
o Life-cycle management of content properties – broadcast is only one outing now
o New partnerships between advertisers & producers & “broadcasters”
o Exploring / exploiting an on-demand environment
o Niche audiences
o New content-related “services”
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
