iMedia October Breakthrough Summit - Launch Pad Day: Case Study: "Disney/ABC Television Group:...

TV AND THE TABLETKARIN 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

2005

First broadcast network to offer full episodes on demand on a mobile platform

2007

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

2010

2010

ABC Player for iPad app available at Apple iPad launch

2010

New platforms and devices are introduced everyday

Resulting in increased media consumption by heaviest TV viewers

Source: Knowledge Networks

Viewers watch anywhere and anytime… they really do!

“I have watched shows in between meetings while sitting in my car in the parking lot.”

How do brands present themselves in the evolving media landscape?

ABC Player Demo Video

• 1M+ downloads• 10M+ episode starts

“ABC turned out a phenomenal app for the iPad…”- Steve Jobs

And so does Phil Dunphy!

All of ABC’s dayparts are in the app

• Primetime• Daytime• News

Fans have maximum flexibility in watching their favorite ABC shows

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

ABC has a high value digital video audience

• 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

• Strong fan base, especially among female viewers

• 62% are 18-49 years old• 57% are college graduates or higher

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

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

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 ChatterboxUsers can see what their friends and fellow fans are saying about the show

What’s working?

• Extending brand experience• Presenting a clean and ownable environment

for brands and partners• Leveraging viewer and technology trends

Thank you!