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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. CONTENTS.

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THE ON DEMAND OPPORTUNITY: VOD and ADVERTISING

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  1. THE ON DEMAND OPPORTUNITY: VOD and ADVERTISING

  2. WHAT IS AD INSERTION? Encodedanalog or digital videoforms (commercials, news updates, infomercials) inserted automatically and selectively into a network streams in response to cue signals transmitted by the network

  3. CONTENTS • Technology development left behind business models (digital revolution) 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

  4. 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.

  5. 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

  6. 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

  7. CINEMA Clubs, societies, gala screenings, Q&As, data base building, ads MEDIUM Audience recruit DISTRIBUTOR Content & location supplier VOD PLATFORM Ad sponsored free entertainment, effective adstargetcustomer, revenue sharing • ADVANTAGES • Data base building • Mapping customers’ habit • Ad revenue • The more the brand ispopular the biggeris the ad revenue • Easy control of the target audience • Free On Demand – Great popularity • 40 screens – nationwide service • ADVANTAGES • Data base building • Mapping customers’ habit • Ad revenue • The More the brand ispopular the biggeris the ad revenue • Easy control of the target audience • Free On Demand – Great popularity • ADVANTAGES • Cinemas runatbettercapacity use • Popularity growth • ADVANTAGES 4 THE AUDIENCE • Better navigation • Constant freshoffers, events • On Demand Audience • Being part of a community, friends • Free entertainment as an option

  8. 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 could increase copy rotation and ad measurement

  9. 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 data RELATIONSHIPS Media delivered via sophisticated multiple pathways I can avoid ads – create a meaningful relationship don’t lose the dialogue Relationships will become interactive INTERACTION Learn about my behaviour and engage me – feed information back to the brand COMMUNITY Using communities to disseminate information ensures trust

  10. 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

  11. 6. Brand adoption 6. Brand adoption Brands Primarytarget audience FILMS Product to advertise Right ad placement Educatedyoung people Chocapic Books WILD EAST (Vadkelet) Young action fans Books Wii 14 + Teens, classes Washingpowder Miss sixty collection Anime / manga Cartoon fans Miss sixty collection Chocapic World Cinema Adutls, Educatedyoung people Washingpowder New Lexus

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