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Presentation given by Ryan Petty of the Evio Group at Medientage 2012.
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Medientage München 2012
SmartTV // TV Everywhere // HbbTV
24 Oct 2012
Ryan PettyManaging Partner, Evio Group
[evio.com @eviogroup]
2 CONFIDENTIAL
Durable Trends Impacting Service Providers
• 1B+ users• 600M on mobile (access FB 2X PC)• Avg user has 305+ friends• 20M installed apps per day• 17B location tagged posts
BANDWIDTH
DEVICES
SOCIAL
COMMERCE
• US mobile networks at 80% capacity*
• US family averages 30GB/month• M2M Communication• Wifi offload
• Fastest product ever to 1M units• iPad & iPhone drove AT&T’s
wireless data traffic up 8,008%• Mobile payments $617bn market
opportunity• Mobile advertising $2.61b in the
US $10b 2016**• Dominated by Google
ServiceProviders
*Credit Suisse **emarketer
• QVC #2 US television network (measured by revenue)
• Over 15,000 orders per hour
• Extend to devices
3 CONFIDENTIAL
Television Ad Spend & Audience Growth
Advertising is the engine of the television • Of course differences exist between markets
Advertisers increasingly trusting TV to connect with potential customers
Growing confidence in alternative measurements. Experimentation with advanced ad placements.
Prioritization of digital ad spending.Improved perception of agency skills relative to TV
4 CONFIDENTIAL
Transition to TV Anywhere
Seven domains to consider for Smart TV // TV Anywhere
TV, DVR, VOD, FEP, Tablet, Smart Phone, and Smart TV
5 CONFIDENTIAL
Challenges to successful transition to Smart TV // TV Anywhere
Today’s media buys are planned using the programming content as a surrogate for the desired target audience
Audience measurement and demographics are “well understood”
Multi-domain media buys not possible today
» Advertising deal must be cut with each Smart TV manufacturer, TV Anywhere and OTT provider
» Complexity hindering innovation and growth
No way to measure advertising effectiveness across all viewing domains
» Some early attempts to measure Bluefin, Nielsen, Trendrr
6 CONFIDENTIAL
All services included
• Recommendations • Social• Promoted content
Who’s Doing it Well: FEP NextGuide from Dijit
Tablet application
7 CONFIDENTIAL
More about Evio Group
Ryan Petty Managing Partner
» Strategy and product development consultancy focused on the telecom, media and technology (TMT) markets
» Interactive TV, Advanced Advertising, OTT Offense & Defense
Co-founder of Myrio (1999-2005)
» IPTV software and services provider to wire line operators
Vice President Siemens– Home Entertainment Solutions (2005-2007)
Head of global video strategy at Nokia Siemens Networks (2007-2008)
Thank You
[evio.com @eviogroup]