paul moss - tv is dead - long live tv
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TV IS DEAD – LONG LIVE TV
Media Prima Berhad Today
TELEVISION BROADCASTING
OUTDOOR
CONTENT CREATION
RADIO NETWORK
NEW MEDIA
MALAYSIA’S BIGGEST
INTEGRATED MEDIA GROUP
DRIVING CHANGE…
• Declining revenue, market
share and relevance
• Fear, dressed as opportunity
• Consumers rapidly changing
expectations
• Living Room $$$
• Device sales
• Disruption Opportunity
Money Models Players
Protect Consumer Revenue - Stay relevant!
• Leverage existing user-relationship
• Add features – DVR, HD, VoD
• Use „deep- pockets‟ to buy content rights
exclusively and block competitors
The Godfathers
Protect business model – Don‟t be the Music Industry
• Leverage ad-sales relationships
• Content sales & licensing opportunities
• Over-The -Top distribution models
• Engage existing communities
Broadcast
TV
Pay TV
Opportunity – Return on Infra Investment
• Leverage Connection. Authentication,
TV-Everywhere, (Time Warner app)
• Jump ahead of incumbents - features
• Video On Demand
• Exclusive content
New Kids On The Block
ISP /
Telcos
Disrupt and de-stabilize
- New living-room revenue opportunities in
advertising, video content and services
- Drive device sales
- Increase relevance and importance of „your‟
brand
The Disruptors
Device &
CE
Tonton
THE HOME PAGE
Catch-up TV
Full-length Feature Films
26 years of TV Gold
from Media Prima’s
archives
Exclusive Web Content
Local Content Creator Channels
PERSONALISED DASHBOARD
CHAT / FRIENDS
SHARE / SOCIAL
SOME QUICK NUMBERS…
• 1.45m registered users. Increasing at 12,000 per week
• 773 programs & 20,290 episodes uploaded on Tonton.
Adding over 50 episodes per day
• Average 1.89 ads-viewed per program view
• 27m page views month (all AMSB sites)
• 6 bit-rates per episode
• 145TB per month
Unique Live Streams: 28,136
Facebook Impressions: 1,624,657
Pageviews 7th -10th: 1,177,956
Photos/Videos viewed: 360,000
CONVERSATION
puts
CONTENT
on
STEROIDS
Lessons…
AN INTELLIGENT PLATFORM: “It knows you”
Intelligence through 5 User Targeting Factors
• Demographics
• Behavioural
• Contextual
• Location
• Device
RECOMMENDS ADVERTISING
RECOMMENDS CONTENT
Targeting
Assumptions
1. Tighter targeting leads to higher
campaign effectiveness
2. Targeting & measurement will drive
the move to „engagement‟ advertising
models
3. Now we can target the User
(anytime), not the program as a proxy
for the user
4. The above will result in higher
„CPMs‟ or monetisable value of
online TV advertising
Targeting
Lessons
“Yes, EVERYONE buys into the value of targeting and measurement, but….”
1. Tight targeting radically reduces
inventory. If all your clients want the same
target groups then you better have: • damn good inventory projection tools
• a backup plan to create (buy!) more of the
most desired inventory
2. Clients!!
“I want to target 18-24 Malay females in Klang Valley…between 11am and 6pm. We have to make a really BIG BANG!”
“We only do small, guaranteed CPC campaigns…but they must only appear on the biggest sites!”
Targeting
Lessons
Cont..
3. Beware logic!
• Demographic targeting is one-dimensional
• Video viewing is not Search
• We are EMOTIONAL beings. Traditional
Advertising knows this. Behavioural
targeting is getting more complex –
because it has to
4. Broadcast TV
• „Big-bang‟ theory. It still works, and
advertisers know it
• Inefficiency vs Cross-pollination
• Secondary markets – group/social viewing
Barriers…
Rights
Slicing
Development
Formats