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Connected TV

Dive into the current beliefs and expectations surrounding Connected TV. Discover how overall broadcast consumption will rise, but share of voice by device will evolve. Learn about the challenges faced, including internet penetration, lack of standards, and content discoverability. Explore how content is king, on-demand may be the next big thing, and why discovery is essential. Uncover insights into companion/second screen usage, advertising potential, and success drivers for the companion screen experience.

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Connected TV

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Presentation Transcript

  1. Connected TV Current beliefs and expectations

  2. What’s What

  3. Good News Overall broadcast consumption will increase but SOV by device will change.

  4. General Principles Content is King On Demand could be the killer app Discovery is key

  5. Connected TV – What’s happening 70% of TV’s shipped in 2016 will be connected - IMS Manufacturers want rev share It may become cheaper to deliver via internet

  6. Connected TV - Challenges Internet penetration – 69% of TV homes Broadband speed – 13% of Irish homes exceed 10mbps Lack of standards - but this is changing Common belief is that people do not connect their TV ES question on this in next survey Content is too difficult to find.

  7. Companion/2nd screen “Sitting with a smart phone, tablet or laptop Watching live TV and interacting with it.” Common beliefs: • Main viewing will be on the main screen • Engagement/interactivity on 2nd screen • Shout out TV and wow tv (documentaries) shows work best for 2nd screen. • Sport and drama too engaging to attract people to 2nd screen at time of viewing. • TV’s are the dramatic hd screens – communal viewing on TV • Personal viewing on 2nd screen – will 2nd screen replace 2nd TV? • From TAM+ we know that 39% of viewers use internet while viewing

  8. Companion Screen – Success Drivers Discoverers Trusted authority Social Software recommended Engaging Must keep viewer engaged while watching – social, entertaining, interactive Expensive and short lived but most popular – BBC introducing one for On Demand in Sept. Program Specific

  9. The Advertisers View • Big brands happy with current model – TV is passive - it works • Connected TV can give an extra layer. • ITV and Sky with adsmart working on new offerings this is welcomed • Ad Offering from connected, second screen and EPG needs to be simple • Ads have to be a television experience not an online one • On demand offers biggest opportunity • Belief that it will divert money and bring new advertisers into TV space. • Off peak times are where the openings lie for connected and companion TV • When measurement is in place then money will begin to be put in.

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