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TRANSCRIPT
The Shared Future of TV & Social Media
Simon Mainwaring
PRESENTED September 27, 2012
The Social TV Ecosystem Four parts: 1. Social TV
2. Social Shopping 3. Product Placement 4. Social Media
TV + Social: New Trends & Players
Television Is Here To Stay 1. Mainstay: Average Americans watch around 40 hours of TV a week (Nielsen, 2012)
2. OTA: 17.8% of all U.S. households with TVs use over-the-air signals to watch TV programming (GfK Media, June 2012, up from 15% 2011)
3. Advertising: Ad spend is going up as well as viewership with a demographic spike due to baby boomers retiring.
Current Challenges
1. Disruptors: Netflix, Hulu Plus, Amazon Instant Video with low overheads vs. big studios and distribution companies. 2. Fee Flight: From COX, Time Warner, Comcast to Hulu Plus and Netflix (on average, 1/3 price) .
3. Sentiment: Time Warner, Comcast, Cox, & Dish Network represent four of America’s 19 Most Hated Brands (ACSI).
6 Trends Shaping Social TV
1. New Consumer Behavior
2. Rise of Tablets & Co-viewing
3. Online Video Players
4. On-Demand Goes Mainstream
5. Viewer Multi-tasking
6. Second Screen Ecosystem
1. New Consumer Behavior
11% of Consumers access Network Programming Without TV
comScore June 2012
2. Rise of Tablets & Co-viewing
Tablets now 2nd most popular full-length TV show viewing device ahead of desktops and laptops.
Viacom, ‘Tapping into Tabletonmics Report,’ April 2012
3. Online Video
Players:
YouTube, Hulu Vevo, Yahoo MSN, Netflix ESPN, AOL
4. On-Demand Goes Mainstream
5. Viewer Multi-tasking
6. Second Screen Ecosystem
Ads within second screen apps complement television but also steal attention away.
Agora Media Report, 2012
5 New Players 1. Facebook (+ Online Video)
2. Google (TV & You Tube)
3. Nintendo’s Wii U (Video + Second Screen)
4. Apple (TV)
5. Closed Web
1. Facebook + Online Video
1. Hulu allows viewer to post comments on a TV show in Facebook.
2. People see the comments in sync with show on a different day.
3. The Social TV experience around TV shows is recreated independent of time and physical location of the viewer.
4. Advertisers insert ads targeted precisely to you + social graph + interest graph + the specific topic of the show + exact moment you are watching the show, whenever/wherever you are.
2. Google TV + Advertising
1. Hardware: In buying Motorola, Google gets cell phones running Android system and a leading set top box manufacturer for PayTV.
2. Advertising: Google’s DoubleClick controls an estimated 70% of pay-per-click advertising.
3. Bidding: InviteMedia and AdMeld gives Google leading supply-side and demand-side platforms for real-time bidding for viewer behavioral targeting.
Google + You Tube
1. Full Ecosytem: Google is building everything you need to replicate Pay TV over an IP network – technologies involved with distribution, encryption and access control for premium video.
2. Rising Connection: 1/5 of all TV’s will be connected to the web by 2016 allowing Google to lead through Google TV and You Tube.
3. Top Channels: Vevo, Machinima, Maker Studios or ShmooRu are popular and heavily funded by Google (up to $5M).
100 Premium Channels
Less Views, Longer Watch Time
You Tube is focused on driving & rewarding engagement. Source: comScore, May 2012
3. Nintendo TVii vs. Google TV
Wii U Gamepad as Universal Remote Touchscreen to browse, search and unify all video content plus second-screen.
4. Apple + TV
1. Software: Apple is building the software in front of us. For example, in-app billing integration with Netflix where you sign up and pay through iTunes vs. a credit card.
2. Social: Integrated Twitter into their new operating system.
3. Advertising: iAds create unique advertising experiences across the entire Apple platform.
“I’d like to create an integrated television set that is completely easy to use. It would be seamlessly synched with all of your devices and with iCloud. It will have the
simplest user interface you could imagine. I finally cracked it.”
Steve Jobs to biographer, Walter Isaacson
Google vs. Apple
1. Hostility: Google & Apple didn’t renew a 5-year licensing agreement establishing YouTube’s video service as a built-in app on iPhone/iPad.
2. Reaction: Google is releasing of a revamped YouTube application that creates more moneymaking opportunities for Google and video producers by allowing advertising with the clips.
3. Result: Removing the advertising limitations will mean users of the new iOS app can watch YouTube videos that already have been available on smartphones and tablets running Android software.
"This is an area of intense focus for us. We're going to keep pulling this string
and see where it takes us.”
Apple CEO, Tim Cook on Apple TV D10 Conference, May 2012
5. Closed Web 1. Speculation: New players are erecting fences on the
great open Commons of the Web.
2. Fences: Facebook data, pages, video can’t be viewed by Google’s search engines. Netflix can’t be viewed by search engines. Nor can any Apple apps downloaded to your iPhone or iPad. Twitter chatter does not show up in normal search.
3. Content Creation: Netflix, You Tube & Hulu are creating own content.
4. New players: Skitter, Aereo, Simple.tv, and Boxee are reinventing over-the-air television.
Old vs. New Value Control Points
1. Access to talent. 2. Access to financing. 3. Access to distribution. 4. Access to marketing.
vs.
1. Tools for content creation. 2. Platforms for monetization of content. 3. New devices optimized for content consumption. 4. New methods of content discovery including social
media. Source: Robert Tercek, fmr. President of Digital Media, OWN Network
Three Questions
1. Are you investing in a vibrant ecosystem that provides new tools, that rewards new developers, and that offers new ways to monetize content.
2. Is innovation coming from you or them (start-ups)?
3. Are you building a business for the past or the future?
The Opportunity
You are not at war with the web or social media but in partnership with them.
Social Shopping & Product Placement
Screen within screen technology is giving viewers the ability
to interact with the programs, with each other, with the stars and with products in real time.
Screen Within Screen
Work at Play Infographic, May 2012
Second Screen Behavior
Consumers Are Shaping
Social TV
Social Media Is Good For TV
• Product placement and social media increase the importance of television and advertising.
• Viewers can now buy direct from television programming in real-time and share what they bought with friends.
• By sharing purchases, viewers earn social currency and engagement with friends through discussions about the shows and what they bought.
• TV programs are using social media to expand their audience, celebrities are using it to drive fans to their shows, and advertising and social shopping are connecting the two.
Reasons for Using Social Media
1. Information about a show, product or service was the #1 motivator for interacting with a social media while watching TV (43%). Other reasons: 2. Getting coupons and promotional codes (32 %) 3. Entering a contest/sweepstakes (31%) 4. Watching another video (26%) 5. Interacting about the show or product on social media (26%) 6. Connecting with others with similar interests (21%) 7. Sharing or recommending video/program to others (20%) 8. Making a purchase (16%)
Source: Accenture U.S. Consumer Study, April 2012
How Shopping Goes Social
1. Second screens: Number of television and Social TV viewers using second screens (laptops, smartphones & tablets) to interact with television is at an all time high.
2. Smart TV’s: Smart TV sets (Social TV sets), outfitted with easily accessed social networks and social applications, are rising.
3. STB’s: Newer Pay-TV Platform Operators’ newer STB’s (Set Top Boxes) outfitted with social networks and social applications that essentially turn them into Social TV STB’s.
Advertising Goes Social
1. TV and Pay-TV advertising market is currently worth over US$400 billion worldwide.
2. TV Broadcasters/Networks as well as Facebook, Twitter, Google+ and the Internet TV crowd (including Google, Apple and Microsoft) are all going after it via Social TV.
3. Social networks will ultimately morph into Social TV channels.
Social TV & Social Media
TV Shows Get Social: Twitter
Project Runway: Pinterest/Viddy
Discovery Channel: Facebook
57 million Likes, 75 active Fan Pages, 3.5 million Followers
CW’s Fall TV Shows: Pinterest
CW’s Fall TV Shows: Voting
CW’s Fall TV Shows: Apps
Launched August 2012
TV Guide’s Social Second Screen
“Social media has made TV a social experience again.
We’re very interested in facilitating conversation − tapping into the power of social conversations across
different programs to give viewers the power to connect with each other & build our relationships with
our fans.”
Gayle Weiswasser, VP, Social Media Communications Discovery Communications
Work at Play Infographic, May 2012
Brands Get Social
Work at Play Infographic, May 2012
Super Bowl & Grammy’s 2012
Social Media Tracks Social TV
Track Sentiment & Demographics
Ad Age Brand Chatter Chart, September 2012
Advertisers Get Competitive
Twitter’s Top TV Shows
“The future isn’t either traditional or digital: it’s a feedback loop between the two. Television fans want to get involved and be counted. It’s how creative we are in engaging those fans – and
keeping them connected even as they may move away from the traditional network – that will
determine how potent and profitable we will be in the future.”
Kevin Reilly, President of Entertainment, Fox Broadcasting,
2012
New Roles for the Future
PRODUCERS becomes MULTI-SCREEN STORYTELLERS + TECHNOLOGY INNOVATORS
ADVERTISERS becomes SOCIAL BRANDS + CONTENT PRODUCERS
VIEWERS becomes CO-CREATIVE CONSUMERS + REAL-TIME COLLABORATORS
Making Money From Social TV 1. Analytics Companies: Bluefin Studios and Trendrr. 2. App Developers: Shaping the way we view content. 3. Advertisers: Driving brand loyalty, engagement and sales through branded content and product placement.
Your Future = Social Viewers
1. Content remains King, interactive multi-screen is Queen.
2. TV will grow supported by social networks built around shows, brands, stars, broadcasters, social networks etc.
3. TV 2.0 is about building the networks that viewers want. 4. The question who will dominate - existing networks or Google, Amazon, Netflix, Apple, Comcast? 5. Advertisers will become channels creating branded content. 6. It’s about being social, distributed, and always on.
Thank you, Televisa!
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