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TV FOREVER YOUNG Comfort AGM

24.09.15, Vienna / Walter Zinggl

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 Me:

 MD of IP Austria

  Saleshouse for RTL, RTL II, Vox, RTL NITRO, SuperRTL and Sky Sport Austria

  Our business is video: linear and non-linear

  In the industry since 1981

  24 years in agencies (local advertising agency, Bozell, O&M, Publicis, Maxus)

  7,5 years as MD of ORF-Enterprise (public sales-house)

  The admission:

  I‘ve stolen everything I show you

ME AND AN ADMISSION

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  Boring

  Let‘s talk about online, social media, big data…

  It‘s a dinosaur: yet big, but dying

  Young people don’t watch TV anymore

 We know everything about TV

  Etc. etc.

  So let’s have a look - e.g.:

MY TOPIC: TV

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PROBABLY THE MOST ADVANCED * TV-MARKET IN EUROPE

* At least technologically

The new golden age of TV

New technologies – disruptive?

Source: BARB Jan-Dec 2003-2013, individuals

Downloadable 47%

UK homes with Internet access

Commercial partnership

2003

80% UK homes with Internet access

TV viewing - on TV sets - is resilient in UK

3,73 3,68 3,67 3,65 3,77 3,75 4,03 4,05 4,02 3,97

3,72

0

1

2

3

4

H1 2004 H1 2005 H1 2006 H1 2007 H1 2008 H1 2009 H1 2010 H1 2011 H1 2012 H1 2013 H1 2014

No.

of h

ours

of T

V vi

ewed

per

day

Source: BARB Jan-Dec 2004-2014, individuals

Downloadable 47%

UK homes with Internet access

Commercial partnership

80% UK homes with Internet access

0

10

20

30

40

50

60

0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110

Putting it in to context Individuals reached

Average hours per month

TOTA

L TV

CO

MM

ERC

IAL

TV

THE

INTE

RN

ET (I

nc. V

OD

)

FAC

EBO

OK

YO

UTU

BE

GO

OG

LE

TWIT

TER

Mill

ions

Source: BARB, May 2014, 6+; comScore MMX Multi-Platform, May 2014, UK, 6+. UKOM Approved. Please see accompanying notes on data sources below for inclusions & exclusions

Total video viewing. Some challenges for advertisers

75,3

5,5

1,1 3,4

0,4

6,7

6,9 0,7 Linear TV

Extra TV content on the TV set

TV on other devices (OOH or in home)

Extra TV set activity

Cinema

Adult Video content Online (Fixed and Mobile) (non TV broadcast)

All other video content online (Fixed and Mobile) (non TV broadcast)

OOH Screens (estimated time)

Source: BARB, ComScore, Route, IMDB, Rentrak, FAME, DCM, Broadcaster data, Thinkbox estimates, version as of 2014, subject to change, average includes non users

2013 share of all video consumption – averages 5 hours a day per person

New devices enhance viewing and interaction

Source: Ipsos Tech Tracker Q2 2014. Adults 15+ penetration figures (Laptop, Any Tablet, Any Smartphone)

41% 64% 66%

Device penetration

TV is moving into new places

Bathroom 9% Bedroom 46%

Kitchen 19% Living room 56% Study 24%

Garden 12%

Where people watch television via tablets, laptops and/or smartphones

Source: Craft, Screen Life 3, UK Nationally Representative Study, September 2014

TV viewed on other devices is a small part of total viewing

Source: BARB Jan-Jun 2014 and UK broadcaster data, individuals

0,00

0,50

1,00

1,50

2,00

2,50

3,00

3,50

4,00

4,50

H1 2014

No.

of h

ours

of T

V vi

ewed

per

day

Non-Commercial Linear TV

Commercial Linear TV

TV (streamed & on-demand) viewed on other devices

3 hours 47mins

1 hour 18 mins

2 hours 25 mins

1 hour 18 mins

4 mins

But still:

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  But what is about Google?

  Or more specific YouTube?

  And what happens on the continent?

  OK, let’s talk about e.g.:

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YES, THE BRITS…

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1.  Illusionary giant I: Believe it or not, over an average month, YouTube does not

reach half of all Germans once.

2. Illusionary giant II: Unfortunately there is still no common, directly comparable

audience measurement for TV and YouTube & Co. Nevertheless, they can be compared

in terms of figures using fair estimates. According to our calculations, YouTube would today, if it was a television

broadcaster, have a market share of approx. 1% of the total audience and perhaps 2 to 3% of young viewers.

3. No paradigm shift: 76% of YouTube

users do not agree with the statement „YouTube is more

important than television for my

generation“.

SO HERE ARE 8 FACTS

YOU SHOULD KNOW ABOUT THE REAL SIZE

OF YOUTUBE IN GERMANY

4. Super-heavy users: 79% of total YouTube

usage is accounted for by only 15% of all

users. „Normal“ users, on the other hand, watch

occasionally and for short period of time.

5. Advertising unwanted: Video

contact is not equal to ad

contact, as 78 to 96% of all

TrueView ads on YouTube are skipped by

users.

6. Apparent target groups: YouTube users are generally also TV watchers and vice versa. They

therefore do not form an independent target group, and

certainly not one that can no longer be reached via television in general

8. Apparent measurements: In GfK

and Google‘s Media Efficiency Panel (MEP),

TV use was only depicted in a

rudimentary way. If we transfer the MEP

framework parameters we are aware of [basis: only online, depiction of

only 11 channels, analysis only of 6am to 1am, no delayed use etc.] to the AGF/GfK

market comparison, our calculations show that

up to 40% of TV service is missing as documented by the

AGF/GfK panel. All TV figures from the MEP

must therefore be viewed with a critical

eye.

7. Barely incremental net coverage figure:

The exclusive net coverage figure

YouTube can reach over linear commercial

television averages only approx. 1 to 3% per month depending

on target group.

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1.) GfK / Google MEP, Q1 2014; 2.) Model calculation based on AGF/GfK, Comscore and YouTube; 3.) YouTube „Global YouTube Audience Study“ 2013, results for Germany; ´4.) SevenOneMedia / Horizont of 22/04/2014; 5.) YouTube, Quisma; 6.) IP Deutschland, AGF / GfK, VuMA, IP Fourscreen Touchpoints; 7.) GfK / Google MEP / 2014, IP Deutschland analysis, Fourscreen Touchpoints

SOURCES FOR ALL THAT

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  TV – or should we say professionally produced video content? – is not only more popular than ever,

  But it is also the only traditional medium, that successfully transformed it‘s strengths into the digital world.

  TV delivers not only mass contacts in the most effective and efficient way,

  But also is on the forefront of future developments:

  Addressable TV

  Non-linear content production

  Mobile Marketing

  Interaction with the viewer

HOWEVER

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BUT THAT WOULD BE ANOTHER PRESENTATION