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TV AND THE TABLET KARIN TIMPONE

TV AND THE TABLET KARIN TIMPONE. Disney - ABC Digital Media…. Connects consumers to our content anywhere, anytime Extends fan experience. First broadcast network on iTunes. 2005. First broadcast network to stream ad-supported full episodes. 2006.

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TV AND THE TABLET KARIN TIMPONE

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  1. TV AND THE TABLETKARIN TIMPONE

  2. Disney - ABC Digital Media… • Connects consumers to our content anywhere, anytime • Extends fan experience

  3. First broadcast network on iTunes 2005

  4. First broadcast network to stream ad-supported full episodes 2006

  5. First broadcast network to offer full episodes on demand on a mobile platform 2005 2007

  6. First broadcast network to offer expert and user commentary of full episodes 2010 2010

  7. ABC Player for iPad app available at Apple iPad launch 2010

  8. New platforms and devices are introduced everyday Resulting in increased media consumption by heaviest TV viewers Source: Knowledge Networks

  9. Viewers watch anywhere and anytime… they really do! • “I have watched shows in between meetings while sitting in my car in the parking lot.”

  10. How do brands present themselves in the evolving media landscape?

  11. ABC Player Demo Video

  12. 1M+ downloads • 10M+ episode starts “ABC turned out a phenomenal app for the iPad…” - Steve Jobs

  13. And so does Phil Dunphy!

  14. Fans have maximum flexibility in watching their favorite ABC shows All of ABC’s dayparts are in the app • Primetime • Daytime • News

  15. Overview of Branding Opportunities Consumer Engagement • Same dynamic ad model as on ABC.com • Ad units are 30 second video creative sequenced seamlessly with content Ownable Environment • Ads play full screen in landscape mode • Fast forward disabled • Countdown timer with sponsor message • Sync ad unit links to advertiser site in Safari

  16. ABC has a high value digital video audience • Strong fan base, especially among female viewers • 62% are 18-49 years old • 57%are college graduates or higher • 37% watch video on ABC.com several times a week • 81% are highly satisfied with the viewing experience • 85% are highly likely to recommend watching on ABC.com to friends Source: ABC Research

  17. Interactive ad pods within ABC’s full episode player increase advertisers’ key metrics • Unaided brand awareness (+22%) • Purchase likelihood • Induce numerous actions • Quarter of viewers interacted with the ads • Almost a third of viewers had not seen the sponsor ad anywhere else Source: ABC Research

  18. Research shows that a site’s content is strongly correlated with how its advertisers are perceived Brands on media sites are considered more: • Reputable and of higher quality • Relevant • Respected Source: OPA

  19. Latest from the Labs • ABC My Generation Sync • Users interacted with exclusive content as they watched the show • Took polls and quizzes, received behind the scenes info ABC Family Chatterbox Users can see what their friends and fellow fans are saying about the show

  20. What’s working? • Extending brand experience • Presenting a clean and ownable environment for brands and partners • Leveraging viewer and technology trends

  21. Thank you!

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