Laurence Miall d'Aout over Liberty Global @ CMC Linear meets Digital
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De presentatie van Laurence Miall d'Aout over Liberty Global tijdens het Cross Media Café Linear meets Digital van 19 juni 2018.
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Laurence Miall d'Aout over Liberty Global @ CMC Linear meets Digital
- 1. Media Café Liberty Global innovation in the TV ecosystem Liberty Global, June 2018 Laurence Miall d’Aout 1Liberty Global | Advanced Advertising and Data | June 2018
- 2. Agenda I. TV is changing II. Operators as a new partner III.Addressable Advertising IV.Final Remarks 2Liberty Global | Advanced Advertising and Data | June 2018
- 3. 3 Content providers Viewing types Distribution platform Device TV ecosystem is in a state of flux Liberty Global | Advanced Advertising and Data | June 2018
- 4. Source: Enders Analysis, May 2018 4 Younger generations driving change in viewing habits Consolidated viewing on TV set in the UK by age group – 2010 / 2017 Liberty Global | Advanced Advertising and Data | June 2018
- 5. Programmes with audiences over 10m by channel (UK) Declining Reach 5 Source: ITV et al. facing the NAR squeeze, Enders Analysis May 2017 Liberty Global | Advanced Advertising and Data | June 2018
- 6. Live TV consumption falling, time shifted viewing growing (Belgium) Declining Live TV audiences 6 Source: Internal Data Liberty Global | Advanced Advertising and Data | June 2018
- 7. 7 NetflixBroadcast + Cable 35% 88% 0% 20% 40% 60% 80% 100% Data Driven economy to drive customer satisfaction Sources: Bain ‘Perspectives on Video Distribution’; Kissmetrics Analytics and Marketing blog. Notes: Netflix renewal rate as of Q1 2016 House of cards % of renewed viewers for 2nd Season Liberty Global | Advanced Advertising and Data | June 2018
- 8. 8 Editorial Ad market tolerance Capital access The rule of the game for digital players Liberty Global | Advanced Advertising and Data | June 2018
- 9. Agenda I. TV is changing II. Operators as a new partner III.Addressable Advertising IV.Final Remarks 9Liberty Global | Advanced Advertising and Data | June 2018
- 10. Reach Ease of Trading Real-time Targeting & Attribution 10 Competitive advantage of Digital advertising vs. TV Liberty Global | Advanced Advertising and Data | June 2018
- 11. Will TV be the next Print? 11 Source: Enders Analysis “UK Broadcast TV and Digital Advertising Markets” 2017 UK market share of advertising by medium (%) (UK) Liberty Global | Advanced Advertising and Data | June 2018
- 12. Loss of Commercial Impacts Inflation of LG Programming Costs Reduced Exclusive Premium local content Limitation of Rights Impact on LG TV Proposition 12 Downstream pressure for TV Operators Liberty Global | Advanced Advertising and Data | June 2018
- 13. Agenda I. TV is changing II. Operators as a new partner III.Addressable Advertising IV.Final Remarks 13Liberty Global | Advanced Advertising and Data | June 2018
- 14. AVAD Denver Briefing | May 2017 14
- 15. Addressable Advertising 15 Data Services We are not standing still – New business models are emerging Liberty Insights TM Liberty Global | Advanced Advertising and Data | June 2018
- 16. 16 Sky-Virgin Announcement Liberty Global | Advanced Advertising and Data | June 2018
- 17. 17Liberty Global | AVAD September 2017 | NL Market Performance so farDeal Structure Targets - 2018 • Sky Media inventory • Addressable ad insertion on TiVo boxes today and EOS RDK in the future • Cadent – ad delivery supplier • Experian segmentation Data 4Q launch Next steps • Q4-18 commercial launch • Addressable inventory on TV3 IE >10k campaigns 5-10x CPT 64% advertisers return rate 75% advertisers are new to TV or Sky 2m VMED boxes Liberty Global | Advanced Advertising and Data | June 2018 Liberty Addressable VMED-Sky Adsmart: Expanding Sky Adsmart campaigns to VMED boxes
- 18. AVAD Denver Briefing | May 2017 18
- 19. 19 51 campaings14m impressions Liberty Global | Advanced Advertising and Data | June 2018
- 20. 20 What does Addressable TV look like? Liberty Global | Advanced Advertising and Data | June 2018
- 21. 21Liberty Global | AVAD September 2017 | NL Market Performance so farDeal Structure Targets - 2018 • SBS inventory • Sipadan boxes today and EOS RDK in the future • Invidi – ad delivery supplier • Bisnode segmentation Data >100 campaigns Next steps • Establish a Time- shifted-viewing ad strategy • Improve campaign yield-management 51 campaigns 5x CPT Tier 1 Advertisers Additional sales house 1.35m boxes Liberty Global | Advanced Advertising and Data | June 2018 Liberty Addressable Telenet-SBS: Enabling addressable advertising on 3rd party linear ad inventory
- 22. 22Liberty Global | AVAD September 2017 | NL Market Liberty Global | Advanced Advertising and Data | June 2018 Most common attributes 12 3 SPENDING POWER LOCATION FAMILY TYPOLOGY
- 23. 23Liberty Global | AVAD September 2017 | NL Market Liberty Global | Advanced Advertising and Data | June 2018 50% of Smart AD advertisers are new to TV 60% are new to SBS Lower entry threshold → TV becomes accessible to niche brands and location-specific advertisers Specific targets, not available through traditional socio-demos Targeting on client list (include or exclude)
- 24. 24Liberty Global | AVAD September 2017 | NL Market Liberty Global | Advanced Advertising and Data | June 2018 Example of campaigns Lower entry threshold → TV becomes accessible to niche brands and location-specific advertisers Regional Airport → regional targeting Provinces Antwerp & Limburg, young families, purchase indicator 1-4
- 25. 25Liberty Global | AVAD September 2017 | NL Market Liberty Global | Advanced Advertising and Data | June 2018 Example of campaigns Specific targets, not available through traditional socio-demos Pet care → specific target Cat & dog owners
- 26. 26Liberty Global | AVAD September 2017 | NL Market Liberty Global | Advanced Advertising and Data | June 2018 Example of campaigns Targeting on client list (include or exclude) Energy supplier → targeting on existing client base Upsell of Engie boxx
- 27. 27Liberty Global | AVAD September 2017 | NL Market Liberty Global | Advanced Advertising and Data | June 2018 Campaigns overview 43 campaigns with construction being the most dominant industry 0 2 4 6 8 10 12 9% Regional campaigns 33% Regional and segmented campaigns 28% National and segmented campaigns 30% First party & Look-alikes The dominant industries also make the same type of selections Telecom campaigns Construction campaigns
- 28. Liberty Global | AVAD September 2017 | NL Market VOD asset Recordings on STB 1 2 Recording at the headend (nPVR) Pause and Start-over 3 4 Broadcaster OTT data enrichment 5 Piece of content material ingested (similar to QAM VOD today). Advertising can be inserted (pre and mid-rolls) Currently customer gets the same ads as the linear which are skipable Recorded streams can be stripped of all ads to RE-insert new advertising to behave like VOD. Ad load, the skippability, and addressability can be enabled Works similar to PVR and nPVR. When streams is paused becomes a nPVR recording Append VF Ziggo viewing data (and 3rd party) to advertising inventory delivered on broadcasters OTT apps in VF Ziggo STB Timeshift viewing monetization models Liberty Global | Advanced Advertising and Data | June 2018
- 29. Liberty Global | AVAD September 2017 | NL Market 29 Disable Fast Forward on ‘’selected’’ premium Spot Drive Premium Price by adding Addressability in TSV Spot Allowing Reduced add load on Replay/VOD TV operators are also in an unique position to drive value from Timeshift viewing Liberty Global | Advanced Advertising and Data | June 2018
- 30. 30 Performance in 2017Deal Structure Targets - 2018 • VMED charges CPM to enable ad insertion on VOD assets • Cadent – ad delivery supplier • Integrated with Freewheel • Uses 1st party Postcode and 3rd party CACI Data Next steps • Guarantee functionality on IP VOD – RDK Liberty Global | AVAD September 2017 | NL Market Additional Tier 1 Broadacters Liberty Global | Advanced Advertising and Data | June 2018 VOD Ad Insertion VMED: Pre-rolls on Ch4 TVOD content 1700 campaigns 4-5x Linear TV CPT ½ Billion impressions 4m boxes
- 31. Agenda I. TV is changing II. Operators as a new partner III.Addressable Advertising IV.Final Remarks 31Liberty Global | Advanced Advertising and Data | June 2018
- 32. Data Scale Content Technology 22m Ads Revenue in TV Ecosystem 32 We are in a privileged position to enable a new data driven advertising economy Liberty Global | Advanced Advertising and Data | June 2018
- 33. Accountability Premium environment Targeting & Analytics Privacy Business 33 Our value proposition - pillars Liberty Global | Advanced Advertising and Data | June 2018
- 34. LONG-TERMMULTIPLIER 1.00 1.50 2.00 2.50 3.00 3.50 All TV Radio Print OOH Online Display Online Video Long-term Media return per invested £ – UK Source: ‘Profit Ability: the business case for advertising’, Thinkbox Nov 2017 Gain Theory Long Term ROI study. 29 Advertisers, 504 campaigns TV Advertising is still the most profitable media 34Liberty Global | Advanced Advertising and Data | June 2018
- 35. Relying on long-lasting competitive advantages 35Liberty Global | Advanced Advertising and Data | June 2018
- 36. The Dawn of a new age in TV land? 36Liberty Global | Advanced Advertising and Data | June 2018
- 37. Questions? 37 Thank you! Liberty Global | Advanced Advertising and Data | June 2018
Editor's Notes
- I will succeed if I make you question if you had joined a telco so stay tuned
- What before was a very simple ecosystem Industry behind ? The TV and video advertising market is experiencing a period of profound change Audiences fragment across a range of platforms and devices STB no longer has a corner in the market
- Irrevocable facts that are a consequence of what we saw before Generation Y and X is decreasing 60% faster than baby boomers Youngest generation the lowest on Live TV ,25 but they represent 5% of total viewing
- Crown jewels massive reach
- Another factor contribution to decrease in live TV is the growth of Time shifting viewing Preverse fact, If we look at top programmes and prime time goes up to 90% . It will be perfect as longs as it is not monetizable and Loss of commercial impact due to Zapping, Recording, Fast Forwarding
- Data-driven companies are seeking a improved margin as they procure content Netflix outbid HBO and AMC to buy the rights to ‘House of Cards’ 86% of Netflix subs stated they were less likely to cancel because of ‘House of Cards’ Data-driven companies can deliver an improved customer experience, personalising recommendations and search 75% of viewing on Netflix driven by recommendations Promoting the content to the right people
- Exogenous and the same for everyone vs Others that seem less fair Digital is becoming a duopoly Top 2 players have a 87% market share and were responsible for 99% of digital revenue growth in the US in 2016 Editorial “Ofcom Broadcasting code” – 156! pages ruling violence, drugs, adult and offensive content Admarket Tolerance Up to 10% of digital reach fraudulent due to robot traffic 60% of digital video advertising not viewable ~15% of digital video advertising in environments /content with risks to brands Facebook asks brands to advertiser on 1st second of content Capital Access TV industry governed by strict profitability and leverage ratios New entrants funded based on future profit expectations as opposed to current profit This means more and better content, and more talent acquired It took amazon 8 years to generate the first profit Netflix content costs represent 90% of revenue “netflix has more money that god” hollywood
- Digital has been able to thrive Reach on younger population The trading dynamics in digital video present a more attractive proposition for sellers and buyers alike It allows for real-time attribution-based ROI measures – pay as you go – cost per click, viewer,
- Online advertising acquired significant market share based on targeting and real-time attribution capabilities UK numbers 2014-2018 (1% linear, 11% digital, and 44% digital video) To date, this growth has occurred at the expense of print and from now onwards digital can start to make headway into TV As ad agencies plan campaigns across all video, budgets are to some extent being moved from TV to online
- Increased content production cost Declining Advertising Revenue Renegotiation of carriage deals Higher costs for VOD content Re-transmission fees Higher share of ad revenue from OTT platforms (Unprofitable) players bringing up content acquisition costs for FTA and content aggregators Worse negotiation position with FTA Loss of users to OTT and other platforms Lower access to top content Decreasing quality of programming Lower no. of channels distributed Increased churn 2Bn content costs In the UK: 3 programs out of 2k are international
- There is future in TV land Launched in 4 markets Data services active with internal customers
- 5 pillars