apps in the living room: opportunities in apple's new tv platform
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© 2015 IPG Media Lab. Proprietary & ConfidentialSeptember 2015
Apps in the Living RoomOpportunities in Apple’s New TV Platform
WE ARE THE CREATIVE TECHNOLOGY ARM OF
© 2015 IPG Media Lab. Proprietary & Confidential
What Was Announced
© 2015 IPG Media Lab. Proprietary & Confidential
The Shift to Streaming
© 2015 IPG Media Lab. Proprietary & Confidential
Pay TV is Losing Subscribers
© 2015 IPG Media Lab. Proprietary & Confidential
42% of US Households Subscribe to SVOD
© 2015 IPG Media Lab. Proprietary & Confidential
“TV viewing among adults 18-to-24 is now down 20% versus the first two nights of the 2014-15 season, and male usage in that age range has withered by nearly a quarter (24%).”
—AdAge, Where Did Everybody Go? TV Premiere Week Ratings Sag As Young Viewers Vamoose, September 23, 2015
© 2015 IPG Media Lab. Proprietary & Confidential
What it Means
© 2015 IPG Media Lab. Proprietary & Confidential
CreationA Collaboration Between Hollywood & Silicon Valley
© 2015 IPG Media Lab. Proprietary & Confidential
DiscoverySearch, Personalization, & Curation
© 2015 IPG Media Lab. Proprietary & Confidential
MeasurementAccurate Measurement & Closed Attribution
© 2015 IPG Media Lab. Proprietary & Confidential
Why Apple
© 2015 IPG Media Lab. Proprietary & Confidential
Apple’s App Store is Roughly 2x as Big as Hollywood
© 2015 IPG Media Lab. Proprietary & Confidential
The Apple Monetization Ecosystem1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
The Apple Monetization Ecosystem1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
The Apple Monetization Ecosystem1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem1 Billion Users & A Closed Attribution Loop
© 2015 IPG Media Lab. Proprietary & Confidential
What We Can Do Today
© 2015 IPG Media Lab. Proprietary & Confidential
Owned AppsVideo Content & Games
© 2015 IPG Media Lab. Proprietary & Confidential
Owned AppsSocial Utilities
© 2015 IPG Media Lab. Proprietary & Confidential
Owned AppsBlended Content
© 2015 IPG Media Lab. Proprietary & Confidential
Brand IntegrationClick-to-Buy
© 2015 IPG Media Lab. Proprietary & Confidential
Brand IntegrationSend-to-Phone
© 2015 IPG Media Lab. Proprietary & Confidential
Brand IntegrationTarget Audiences Without Ads
© 2015 IPG Media Lab. Proprietary & Confidential
How It Fits Strategically
© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
Reach Audiences Without Ads
© 2015 IPG Media Lab. Proprietary & Confidential
A Big New Target
Emerging Platform Strategy
Optimize & Experiment
Reach Audiences Without Ads
Close Loops with Apple Pay
© 2015 IPG Media Lab. Proprietary & Confidential
Thank You
Adam SimonDirector of Strategy, IPG Media Lab
@adamjsimon
Apps in the Living RoomOpportunities in Apple’s New TV Platform
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