Whats What TV Connected TV OTT IPTV Companion Device Mobile Laptop Tablet Pay TVFree TV
Good News Overall broadcast consumption will increase but SOV by device will change.
Discovery is key On Demand could be the killer app Content is King General Principles
Connected TV – Whats happening 70% of TVs shipped in 2016 will be connected - IMS Manufacturers want rev share It may become cheaper to deliver via internet
Connected TV - Challenges Internet penetration – 69% of TV homes Broadband speed – 13% of Irish homes exceed 10mbps Lack of standards - but this is changing Common belief is that people do not connect their TV ES question on this in next survey Content is too difficult to find.
Companion/2 nd screen Sitting with a smart phone, tablet or laptop Watching live TV and interacting with it. Common beliefs: Main viewing will be on the main screen Engagement/interactivity on 2 nd screen Shout out TV and wow tv (documentaries) shows work best for 2 nd screen. Sport and drama too engaging to attract people to 2 nd screen at time of viewing. TVs are the dramatic hd screens – communal viewing on TV Personal viewing on 2 nd screen – will 2 nd screen replace 2 nd TV? From TAM+ we know that 39% of viewers use internet while viewing
Companion Screen – Success Drivers Engaging Must keep viewer engaged while watching – social, entertaining, interactive Discoverers Trusted authority Social Software recommended Program Specific Expensive and short lived but most popular – BBC introducing one for On Demand in Sept.
The Advertisers View Big brands happy with current model – TV is passive - it works Connected TV can give an extra layer. ITV and Sky with adsmart working on new offerings this is welcomed Ad Offering from connected, second screen and EPG needs to be simple Ads have to be a television experience not an online one On demand offers biggest opportunity Belief that it will divert money and bring new advertisers into TV space. Off peak times are where the openings lie for connected and companion TV When measurement is in place then money will begin to be put in.