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Convergence,[object Object],The impact of the internet on television,[object Object],Television as BusinessSeptember 15th 2011,[object Object],Nick North,[object Object],Chief Marketing Officer,[object Object],GfK Media,[object Object],nick.north@gfk.com,[object Object]
GfK,[object Object],Our clients need to make decisionsKnowledge is the basis for decision-making,[object Object],GfK Media mission,[object Object],[object Object]
A commitment to the highest quality standards of any media measurement
To deliver state of the art media intelligence solutions (research methods, software, hardware) across converging technologies and data sources
With more than 25 years‘ experience at the forefront of electronic media measurement
A partner of choice for the digital future,[object Object]
Digital Trend Proliferation…,[object Object],… of screens to watch and control TV,[object Object],… of TV content across platforms, locations and time ,[object Object],… of channels from 3 to 300 to 3 million,[object Object],… of touchpoints with TV content,[object Object],… strengthens our bond with television,[object Object]
Digital Trend Socialisation of Television,[object Object],How social media contribute to programme success:,[object Object],[object Object]
Recommendation and discovery
Connected television, connected audiences,[object Object]
Facebook is the 2nd most used source to chat whilst watching a television programme for 16-34s,[object Object],%,[object Object],GfK UK on behalf of ITV: 23-29th March 2011 – Base: all who chat online ,[object Object],txt,[object Object],Which if any of the following do you do when chatting to friends/family via electronic devices whilst watching TV programmes?,[object Object]
Digital Trend Data Data Everywhere,[object Object],Return path data,[object Object],Web analytics data,[object Object],Mobile transaction data,[object Object],Geo-location data,[object Object],Viewer interactions,[object Object],Blogs, forums, social media conversations,[object Object]
Digital TV Strategy,[object Object]
Digital TV Strategy,[object Object],The future of television, ever in doubt…,[object Object],“Television won’t last. It’s a flash in the pan.”   1948,[object Object],“Pretty soon, they will have a video cassette that will record all year long”   1982,[object Object],“The Internet is about to kill TV”   2006 ,[object Object],“Tivo? It's theft…. Any time you skip a commercial... you're actually stealing the programming.”   2006,[object Object],“The death of the 30-second TV  commercial”   2007,[object Object],“The era of appointment television is ending”  2007,[object Object],“Brands must communicate via social media to survive”   2009,[object Object]
Digital TV Strategy,[object Object],The future of television… never stronger,[object Object],The VCR, now recognised as the saviour of the movie studios, also led to higher volumes of TV viewing,[object Object],TV viewing globally has increased year on year since 2006.,[object Object],TiVo & the PVR have led to higher volumes of TV viewing,[object Object],TV’s share of all advertising continues to grow in most markets. TV continues to be the most effective brand building medium, with the greatest impact,[object Object],UK viewers spend 35 times more time watching TV than on social networks	,[object Object],Social media fuel the  “drive to live”,[object Object]
Digital TV Strategy,[object Object],The most successful technologies for delivering video content to consumers have… ,[object Object],…first been seen as threats,[object Object],…have increased television viewing,[object Object],Opportunities,[object Object],VCR,[object Object],PVR,[object Object],Streaming,[object Object],Social media,[object Object],Threats,[object Object]
Digital TV StrategyExploit the potential of digital,[object Object],Access data traces – online, mobile and digital TV (return path) – and follow the content to…,[object Object],[object Object]
Develop targeted advertising sales models
Drive content discovery, increase audience size
Amplify consumer engagement with TV, strengthen ROI,[object Object]
Freemium
Cross platform subscriptions

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Nick North - Convergence – the impact of the internet on television

Notes de l'éditeur

  1. ProliferationThe socialisation of TVData DataDataThree strategies for TV businessDon’t panicExploit the digital potentialDe-regulate to competeStrategies for audience trackingFollow the content – cross platform measurementBeyond exposure – the measurement of TV’s ROIUnderstanding media brand impact
  2. … of screens – … of content across platforms, locations and time – TV is everywhere: expected 90% of mobile traffic will be video by 2013.… of channels OTT distribution via IP… of touchpoints From 3 to 300 to 3 million channelsIP strengthens our bond with TVAdditive (out of home viewing, pvr viewing up, etc)
  3. Recommendation and discovery creating new audiences, new revenue streams Connected TVs and virtual connections via second screen will work because they give control, participation, sharing, commentaryCollaboration.WatchingInteractingRecommendingSharingCommentingChatting
  4. Our latest results, in partnership with Deloitte, indicate that in a broadband market such as the UK, nearly half of all adults will browse the web while watching tv.
  5. Television has the power to bring people together. Now without spatial constraints.Connected TVs, facebook connect, and the mobile or tablet as social TV remote controller make this easier. Socialised TV enriches the user experience, builds live “event TV”Content owners can encourage and benefit from socialised TV: building audiences, extending reach, creating new revenue streams and building brands.
  6. Familiar with classic sci-fi tv/radio/book?TV is a super-medium, driving content creation, setting the agenda for other media. Magazines, book sales, recorded music, social media conversations
  7. Over 60% SEE tv as the ad format with the greatest impact on the (highlighting, persuading, influencing)The growth in viewing in 2009-10 was double the total number of hours on social networks.In our latest study, TV drives purchase, third only to in-store promotion and recommendation.Fueling the drive to live: points to new business models…
  8. Summary:Producers need to make more money from new distribution platforms. New models are emerging for payment for content, micropayments for TV, . We see more money going into ‘contextual advertising’ (product placement, advertiser funded programming). We talk about behavioural targeting in a bit
  9. Producers need to make more money from new distribution platforms. New models are emerging for payment for content, micropayments for TV, . We see more money going into ‘contextual advertising’ (product placement, advertiser funded programming). A multiplicity of business models requires a multiplicity of measurements.We talk about behavioural targeting in a bit
  10. What is TV? Audience interaction extends beyond the viewing event - and presents a new measurement horizon for GfK and our clientsA multiplicity of business models requires a multiplicity of measurements.
  11. What is TV? Audience interaction extends beyond the viewing event - and presents a new measurement horizon for GfK and our clientsA multiplicity of business models requires a multiplicity of measurements.
  12. That TV in a digital world can increase its power as an effective advertising medium.The internet unlocks additional value in TV content, and will contribute to TV’s continued growth