T V ’ S PA R A D I G M S H I F TOctober 2016

T O D A Y ’ S M E D I A L A N D S C A P E I S E V O LV I N G A T A N U N P R E C E D E N T E D R A T E

BLACK & WHITE TV

FIRST SATELLITE

BROADCAST

RISE OF CABLE TV

MORE ADVERTISER-SUPPORTED NETWORKS

DIGITAL AND

INTERNET REVOLUTION

SMARTPHONES HDTV TABLETS OVER-THE-TOP DISTRIBUTION

1950s 1960s 1970s 1980s 1990s 2000 - 2005 2006 - 2011

2012 AND BEYOND

XBOX LIVE CAMERA IN DEVICES/TV-

LEARNING THE CONSUMER

TARGETED ADS

PERSONALIZED RECOMMEND-

ACTIONS

ENHANCED CONTENT SEARCH

CAPABILITIES

CLOUD-BASED CONTENT DELIVERY

SOCIAL TV DIGITAL RADIO VIA MOBILE AND

TABLET APPS

…

DVR FIRST DOWNLOAD-

ABLE CONTENT

SOLD

MP3 PLAYERS

VIDEO STREAMING

DIGITALTV

CONNECTED WORLD

3

*SOURCE: RECMA

T V F R A G M E N T A T I O N

P R O L I F E R A T I O N O F V I D E O C A P A B L E D E V I C E S

Linear TV Laptop / PCBlu-ray Players Mobile VOD / SVOD DVR

Gaming TabletAddressable

TV OTTConnected /

Smart TVStreaming

Stick

Many faces of TV

C A U S I N G A R E L A T I O N S H I P S H I F TWhat used to be one to many Has now become many to one

T V I S N O W J U S T A N O T H E R S C R E E N

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C O N S U M E R S N O L O N G E R G L U E D T O T H E I R S E A T S

7

I T ’ S A M U L I T I - S C R E E N R E A L I T Y

8

9

W E L C O M E T O T H E A G E O F T H E C U S T O M E R

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What When Where

C O N S U M E R E V O L U T I O N

… T H E Y C O N S U M E R M E D I A

Why How

C O N S U M E R H A S M O R E C H O I C E S T H A N E V E R I N …

C O N S U M E R S M O V E B E T W E E N S C R E E N S , P L A C E S & M O M E N T S T O P U R S U E C O N T E N T

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W H A T I S T V ?

Linear

VOD

SVOD

Mobile

Tablet

PC

Social

OTT

Streaming

Gaming

Blu-ray

Connected

It’s all of it

Is it? … What about? … How about? …

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L E T S N O T C O N F U S E T H E D E V I C E F O R T H E C O N T E N T

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T H E L I N E S A R E B L U R R I N G F O R C O N S U M E R S , W H I C H M A K E T H I N G S M O R E

C O M P L E X

N E E D T O C H A N G E O U R T R A I N O F T H O U G H T A B O U T T V

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F U S E O U R T H I N K I N G

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T A K E T O T A L V I D E O A P P R O A C H

Silos(Divergence)

System(Convergence)

D E A L W I T H T H E G R O W I N G C O M P L E X I T Y

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S O LV E F O R T H E M A Z E O F T O T A L V I D E O

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C U R R E N T “ I N A D E Q U A T E ” & “ I N C O M P L E T E ” T V M E A S U R E M E N T

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M E A S U R E M E N T H A S T O A D A P TT O T H E C H A N G I N G W O R L D

A C C O U N T F O R T H E F U L L S P E C T U R M O F T V

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C L O S E T H E M E A S U R E M E N T G A P

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TV viewership is shifting rapidly, but measurement has not

followed at the same speed

E V O LV E T O H Y B R I D M E A S U R E M E N T A P P R O A C H

Census

Panel

S H I F T T O B E T T E R U N D E R S T A N D E F F E C T I V E N E S S

Exposure PerceptionEngagement

framework: make more informed decisions at every stage of the consumer journey

OutcomeResponse

WHAT DID THE VIEWER SEE?

WHAT DID THE VIEWER THINK?

WHAT DID THE VIEWER DO?

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D A T A I S C R I T I C A L

U N D E R S T A N D & P U T C O N S U M E R S I N T O C O N T E X T

C O R E E N A B L E R I S C O N N E C T E D V I E W

DEVICE GRAPH

A D O P T A B L E N D E D A P P R O A C H

PROBABILISTICDETERMINISTIC

striking the right balance between reach & accuracy

U S E C O M B I N A T I O N O F A N A LY T I C A L C A P A B I L I T I E S

FORECAST & ACTUNDERSTAND

DESCRIPTIVE DIAGNOSTIC PREDICTIVE PRESECRIPTIVE

What happened? Why did it happen? What will happen? What should I do?

??

?

?

?

HINDSIGHT INSIGHT FORESIGHT

I N T E G R A T E D M A R K E T I N G R E S P O N S E M O D E L I N G

Digital Attribution Modeling

Marketing Mix Modeling

(Top-Down)

(Bottom-Up)

COMBINING APPROACHES

IN THE RIGHT WAY

Micro Decisions

Macro Decisions

TO IMPROVE MARKETING OPTIMIZATION

OUTCOMES

W E ' R E S E E I N G T H E E V O L U T I O N O F T V , N O T I T S D E C L I N E

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Viewers have extended TV's reach across today's full range of video-viewing devices & conduits

TV has increased both its utility!

T H I N G S C H A N G E , O B J E C T I V E S S T A Y T H E S A M E

C O

N S

U M

E

RM A

R K

E T

E

R

RIGHT PERSON

RIGHT MESSAGE

RIGHT TIME

RIGHT PLACE

ENGAGE

ASK

SHARE

RESEARCH

TRUST

DISCOVER

AWARENESSADVOCATE

BUY

CONSIDERBROWSE

Consumer Decision Journey

R E A C HC O N S U M E R S

I N F L U E N C EO P I N I O N

I M P A C TB E H A V I O R

E F F E C T I V EF R E Q U E N C Y