what does the digital shift really mean? five facts about the future of tv in the digital ecosystem
TRANSCRIPT
Guidelines : all rights reserved
WHAT DOES THE DIGITAL SHIFT REALLY MEAN?
1
FIVE FACTS ABOUT THE FUTURE OF TV IN THE DIGITAL ECOSYSTEM
@OGodest
Olivier Godest - CEO @ Guidelines
#MipcomTVFuture
October 7th 2015
Guidelines : all rights reserved 2
Guidelines : all rights reserved 3
#1 The economics of attention
Will be one of the main challenge for all content producers
@OGodest
Guidelines : all rights reserved
A NEW WAY OF CONSUMING
4
« Content snacking »
Multitasking
Mobile first
Guidelines : all rights reserved
BUT STOP OPPOSING TV AND DIGITAL
5
« Will digital kill television ? »
Technologies do not replace, they cumulate, they improve
Guidelines : all rights reserved 6
But do not think about mobile only as a device
Mobile will be one of the key
@OGodest
Guidelines : all rights reserved 7
Mobile is a new world of behavior
New relationshipNew experiences
Customisation@OGodest
Guidelines : all rights reserved 8
Mobile is also the Internet of things
In 2020, 15 billions of connected devices
@OGodest
Guidelines : all rights reserved 9
Mobile will inspire televisionFive years ago, we thought connected TV would be on the TV screen, now we know
it will be on the second screen
@OGodest
Guidelines : all rights reserved 10
My advice Create your love story between
mobile and television
@OGodest
Guidelines : all rights reserved 11
#2 Immersion is
the new engagement
@OGodest
Guidelines : all rights reserved
HER: A VISIONARY MOVIE?
12
A story built around the knowing of the character’s personality :
- ultimate customisation,
- power of the (social networks) data
The power of virtual reality (through audio here)
A story expanded into the everyday life of the character
A thin frontier between virtual and reality
Guidelines : all rights reserved 13
Virtual reality is already here
And this is the next BIG THING
@OGodest
Guidelines : all rights reserved 14
South Park 3D
@OGodest
Guidelines : all rights reserved 15
How to train your dragon FOR « REAL »
@OGodest
Guidelines : all rights reserved 16
And many other experiences
@OGodest
Guidelines : all rights reserved
IT IS COMING REALLY FAST
17
Build your own Oculus with a recycled pizza box…
Google’s cardboard: 25$
Or wait for the Sony virtual reality headset (release in 2016)
Guidelines : all rights reserved 18
My advice
Enjoy virtual reality… with moderation And be prepared!
@OGodest
Guidelines : all rights reserved 19
#3 Between storytelling and marketing
Transmedia experiences
@OGodest
Guidelines : all rights reserved 20
What is transmedia?
@OGodest
Guidelines : all rights reserved 21@OGodest
Guidelines : all rights reserved 2222
Transmedia marketing?
Transmedia storytelling?
@OGodest
Guidelines : all rights reserved 2323
Transmedia marketing?
Transmedia storytelling?
Guidelines : all rights reserved 24
The opportunity to develop a relationship with a public
« available » on different platforms
@OGodest
Guidelines : all rights reserved 25
Blog / Website Social networks Partnerships Newsletters Mobile Apps Influencers relationship Paid media …
@OGodest
Guidelines : all rights reserved 26
An answer to the economics of attention issue
@OGodest
Guidelines : all rights reserved 27
And all these digital projects are producing data
@OGodest
Guidelines : all rights reserved 28
#4 The value of data
@OGodest
RecommandationCustomisation
Business model
Guidelines : all rights reserved 29
Email address
Social media metrics
Browsing process
Retargeting
Geolocation
Facebook likes
Facebook « public » profile
Device brand and OS
…@OGodest
Guidelines : all rights reserved 30
Data has value
Data will be part of business models
@OGodest
Guidelines : all rights reserved 31
There will be more and more brand content
Brands love data. Brands make money.
Brands need to produce content to get digital awareness
@OGodest
Guidelines : all rights reserved 32
From search to push notifications
Recommandation from algorithm
@OGodest
Guidelines : all rights reserved 33
#5 The winning recipe
Conclusion
@OGodest
Guidelines : all rights reserved 34
Con
tent
Beha
vior
Tech
nolo
gy
@OGodest
Guidelines : all rights reserved 35
Content No matter the number of media, the
most important thing remains
A GOOD STORY
@OGodest
Guidelines : all rights reserved 36
Behavior Insert your story/universe in the daily routine of your audience
@OGodest
Guidelines : all rights reserved 37
Technology Storytelling associates
with exciting innovation, to create memorable experiences
@OGodest