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Making Innovation Real

Making Innovation Real. iMedia Breakthrough Summit March 2011. Experiences in Innovation (or lack thereof). HBO Time Inc. New Media TACODA ad summos. HBO. STATUS QUO. INNOVATION. Satellite Multiple tiers Original Movies & Series Multiplexing/HBO On Demand Streaming/HBO GO.

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Making Innovation Real

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  1. Making Innovation Real iMedia Breakthrough Summit March 2011

  2. Experiences in Innovation(or lack thereof) • HBO • Time Inc. New Media • TACODA • ad summos

  3. HBO STATUS QUO INNOVATION Satellite Multiple tiers Original Movies & Series Multiplexing/HBO On Demand Streaming/HBO GO Microwave Single Pay Theatrical Films Linear Cable Distribution

  4. Time Inc. New Media • Entrenched fiefdoms • Preserving the existing business • The Lure of Digital • Full Service Network: Orlando Test • Pathfinder: blackhole.com

  5. TACODA • Advent of Audience Buying: People not Pages • Behavioral technology (2001) to network (2005)

  6. ad summos • Solving the problem of attribution • Moving away from engagement or click-through • Marrying offline to online • Census not sample • SOV on premium midtail sites

  7. Three Key Questions • What are the barriers to innovation within your organization? • How can you break down those barriers to create a competitive advantage? • How can you foster a culture of risk taking and experimentation?

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