apps in the living room – brand opportunities in apple’s new tv platform
TRANSCRIPT
© 2015 IPG Media Lab. Proprietary & ConfidentialSeptember 2015
Apps in the Living Room Opportunities 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
7%
14%
38%
42%
Hulu Access
Amazon Prime Access
Netflix Access
SVOD Access
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
Creation A Collaboration Between Hollywood & Silicon Valley
© 2015 IPG Media Lab. Proprietary & Confidential
Discovery Search, Personalization, & Curation
© 2015 IPG Media Lab. Proprietary & Confidential
Measurement Accurate 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 Ecosystem 1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
The Apple Monetization Ecosystem 1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
The Apple Monetization Ecosystem 1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users
© 2015 IPG Media Lab. Proprietary & Confidential
fordigital content
forphysical goods
foradvertising
The Apple Monetization Ecosystem 1 Billion Users & A Closed Attribution Loop
© 2015 IPG Media Lab. Proprietary & Confidential
What We Can Do Today
© 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps Video Content & Games
© 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps Social Utilities
© 2015 IPG Media Lab. Proprietary & Confidential
Owned Apps Blended Content
© 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration Click-to-Buy
© 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration Send-to-Phone
© 2015 IPG Media Lab. Proprietary & Confidential
Brand Integration Target 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 Simon
Director of Strategy, IPG Media Lab @adamjsimon
Apps in the Living Room Opportunities in Apple’s New TV Platform