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During the Next-Generation Advertising Day at the OTTtv World Summit, which took place in London on 17-20 November 2014, Roope Suomalainen head of media at Ixonos, delivered a presentation titled “2nd Screen Monetization Driven by Engagement". As the leading event in the over-the-top TV market, this was a perfect forum to address the lack of innovation in advertising that plagues the digital era. It is time to put an end to the narrow-minded TV-led view to advertising and see where the real monetisation opportunities lie today.
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THERE HASN’T BEEN INNOVATION IN TV ADS FOR 50 YEARS
“50% of our advertising works, we just don’t know which 50%”
Angus Ogilvy , probably the Mad Man of the century Source: Frank Ockenfel’s 3/AMC
http://blogs.amctv.com/photo-galleries/mad-men-season-5-cast-photos/sterling-cooper-draper-pryce.php
THE 30 SECOND AD
Source: www.pinterest.com/pin/433753007832902666/
WE ARE COMPLAINING ABOUT DIGITAL TURNING ADVERTISEMENT
DOLLARS INTO PENNIES
AND RIGHTLY SO
Source. http://www.youtube.com/watch?v=4nPlk2YqcLY
SOME COMPANIES GET IT RIGHT
Source: http://www.youtube.com/watch?v=RW2pzRfiHWs
CONSUMER MINDSHARE AND VIEWING HABITS
Source Apple, LG, 2014
VIEWERS ARE CHANGING MUCH FASTER THAN THE INDUSTRY
have changed their TV viewing. 92% are using a 2nd
screen device. 86%
Source: AdAge, 2014
2012 2013 2014 2015 2016 2017 2018
TV
Digital
Mobile
Source: eMarketer, 2014
AD WEEK 2007: ”THIS IS THE YEAR OF MOBILE!”
DISPLAY 1
DATA 3
CONTENT 2
ACTION 4
SHOW ME THE MONEY!
A DAY WITH AJ+
BREAKFAST
Hands-free interaction with the device, Al Jazeera + almost work as a radio/tv, streaming continuous content to the user. Tablets are typical morning and evening devices.
COMMUTE
Content adapts to the context, allowing the user to quickly get an overview of the daily content. Audio only mode allows the user to use Al Jazeera + while commuting. Smartphone UI is optimized for direct access to content while on the go.
WORK
AJ+ website, in conjunction with push notification on the mobile, allows the user to follow updates and discussions from his desk.
AFTER WORK
AJ+ social media integration provides user with extra info and content about the topic her friends have been discussing during the day. AJ+ provides more content and opinion to discuss while sipping a glass of wine after work.
EVENING
Watch Later and connectivity to Apple TV and Chromecast allow users to watch the full length content they discovered during the day and through. Tablets are the ideal device for the evening, allowing in the future the user to have extra second screen functionality.
SOCIAL TV AND MONETISING THE DIGITAL
Source: Financial Times, 2014
Source: Rafaault.com, Youitv.com, 2014
Source: babolat.com, rolandgarros.com, rafavault.com, Youitv.com, 2014
“Let’s focus on the stuff that matters”
Roope Suomalainen, 2014 Source: Frank Ockenfels 3/AMC
http://blogs.amctv.com/photo-galleries/mad-men-season-5-cast-photos/sterling-cooper-draper-pryce.php
Forget disturbing advertisement 1
THE DIGITAL DISRUPTION IS HAPPENING, TO SEE REAL DIGITAL MONETISATION
MODELS IN 2015 WE NEED
Build direct connections 3 Earn the users’ trust back 5
Storytelling has to change 2 Really engage the users 4 Journey to engagement & monetisation 6
Thank You!
roope.suomalainen@ixonos.com / @roopes
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