keynote: “capitalizing on the new tv landscape”

Capitalizing on the New TV LandscapeDr. Duane Varan, CEO

Beyond  Thirty  Seconds*

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* Sponsorship of the Beyond :30 research project at some point over the past ten years.

Implica6ons  of  Perpetual  Change

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1955 1965 1975 1985 1995 2005 2015

When tomorrow looks largely like yesterday...... we build the future on our observations of the past

But when the shape of tomorrow is unknown...... ASSUMPTIONS ARE DANGEROUS!

Lab  Philosophy

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Analytical in nature: the categorization of

observations

Based on isolating variables, measuring them and studying

their interactions.

The  LAB

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Best  of  the  Past...  Best  of  the  Future

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We complement well-established methods...

Dial TestingSurveys Focus GroupsWith the methods of the future...

Biometrics Eye Tracking Reaction Time Facial Coding

VP  Debate:  Dial  Data

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VP  Debate:  Biometrics  (by  party)

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VP  Debate:  Dial  vs.  Biometrics

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Confluence  of  Factors  Driving  Change

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Increase inNumber ofChannels

AudienceFragmentation

Rise ofNew

Platforms

Shift in Power toViewers

Less DedicatedViewing

Rise ofAccountable

MediaGrowing

Competition

digital

revolu

6on

Rise of Social Media

The  Disrup6ve  Opportunity

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Although disruption is disorienting, it provides the BEST opportunity to break ahead of competitors.

How can YOU capitalize on the changing media landscape?

Viewer Sentiment1 426 11 16 21 26 31 36

1

6

11

16

21

26

31

36

42

1. Creative Customization

2. Offer Customization

3. Targeted Advertising

4. Repeat Substitution

5. Customization via Style Guide

6. Customization via Filters

7. Strike Out

8. Ad Zapper9. U-Vision

10. Ad Rating (Voting on ads)

11. Peer Ratings of Ads

12. Peer Filter of Ads

13. Frequent Viewing Points Scheme

14. Impulse Response

15. DALs

16. Record Program from Ad

17. Program Reminder from Ad

18. Trivia Quizzes - sponsored - Nike

19. Arcade Game - sponsored - Pac Man

21. Shared Screen Game - Tetris

20. Overlay Game on Ad - Pong

22. Speed Bumps - Linear

23. Speed Bumps - Interactive - Replay Ad

24. Speed Bumps - Interactive - Bank and View Ad

25. Bookends

26. Bookmarks

27. Telescopic

28. Showcase

29. Pause

30. Product Placement - Linear

31. In-Program Trigger Interactive

32. Branded Entertainment

33. Program Loyalty

35. EPG - Barker Ads

34. EPG - Picture-In-Picture36. EPG - Banners37. EPG - Banner and Video Mixes

38. EPG - Ads as a Program Listing

39. EPG - Program Record

40. EPG - Program Reminder

41. Interactive Narrative of Ad

42. Sponsored Console

Adve

rtise

r Sen

timen

t

1

4

7

10

13

16

18

21

24

27

30

33

1 4 7 10 13 16 18 21 24 27 30 33 12

Viewer  vs.  Adver6ser  Sen6ment  (2006  /  2009)

Reach

Disposition

Bran

d A

ttitud

ePurchase Intent

Mem

ory

Engagement

Exploring SIX of the New TV Ad Models

Interactive Video

Cross Platform (XP)

TV Addressability (by Category)

There are over 50 new ad models in Beyond :30. We’ll explore just a few of the models that work... and some that don’t.

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Brand Integration

Media Multitasking

FF Speedbumps

EnhancingReach

Reach

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Cross  PlaQorm  (XP)

√

Reach

15

Distance  vs  Angle  of  View

0

20

40

60

80

100

TV PC iPod Mobile Phone

1117

2423

98

23

80

Distance (inches)Angle (degrees)

16

WatchESPN  Cross  PlaQorm

TV PC Tablet Mobile

1

2

3

4

5

6

7

5.275.42 5.44 5.54

TV PC Tablet Mobile

Program Enjoyment

0%

25%

50%

75%

100%

31.43%35.40% 33.73%

31.02%

TV PC Tablet Mobile

Free Recall

1

2

3

4

5

6

7

5.42 5.33 5.255.07

TV PC Tablet Mobile

Brand Attitude

SAME content

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Media  Mul6tasking(Simultaneous  Device  Usage)

X

Reach

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The  Effects  of  Concurrent  Viewing*

0

15

30

45

60

TV Only(Control)

TV andPHONE

TV andMAGAZINE

TV andINTERNET

The Impact of Concurrent Viewingon Day-After-Recall

Walker,  Tara  (2007).    The impact of concurrent viewing on the effectiveness of TV advertising An Evaluation. Honours  thesis,  Murdoch  University. 19

Poten6al  Remedy?The  ‘Cogni6ve  Bridge’

Reach

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The  ‘Cogni6ve  Bridge’The adverse impact associated with concurrent device usage is mitigated through the presence of synchronized visual banners (linking both screens through a ‘cognitive bridge’)

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EnhancingViewer  Engagement

Engagement

22

Interac6ve  Video  AdsEngagement

√

23

1

2

3

4

5

6

7

Aggregated Attitude to Ad

5.88

5.00

4.65

No Choice Easy Choice Hard Choice

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The  Power  of  Choice

Choice  Works!

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Interac6ve  Video  Memory  Effect

26

0

20

40

60

80

100

Day After Recall

88

0

82

51

Purchase Intent

50

0

27

34Control

Repeat  (x3)

Telescopic

LEGEND

27

Telescopic  Ads  Work!

0

20

40

60

80

100

Recall

8277

48

Purchase Intent

60

2526

Ad Attitude

6.0

4.64.5

Brand Attitude

5.9

5.3

4.5

1

2

3

4

5

6

7

Control

Repeat  (x3)

Telescopic

LEGEND

28

Case  Study:  Auto  Ad

TV  Speed  Bumps

X

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Engagement

Fast  Forward  Speed  Bump

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Does  it  work?

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0%

20%

40%

60%

80%

100%

18%18%

59%58%

Fast ForwardSpeed Bump

Control(Fast Forward)

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Engagement Poten6al  Remedy?Fast  Forward  Disable

Fast  Forward  Disable

• Although I can’t share the date (still under embargo)...

• I can confirm that disabling fast forward delivers clear benefit to advertisers...

• ... without consequence to networks or platforms

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EnhancingViewer  Disposi6on

Disposition

34

Brand  Integra6ons

√

35

Disposition

Brand  Integra6ons  Lif  Purchase  Intent!

0

25

50

75

100

41.6

54.8

Purchase Intent

Control (No Placement) Treatment (With Placement)

Without  BrandIntegra0on

With  BrandIntegra0on

LEGEND

36

Control (No Placement) Treatment (With Placement)

0

0.010

0.020

0.030

0.040

0.030

0.0170.015

0.0350.036

0.027

Ad 1 Ad 2 Ad 3

Without  BrandIntegra0on

With  BrandIntegra0on

LEGEND

37

Viewer  Arousal  During  Ads

-5

-4

-3

-2

-0

1

2

3

0

1.05

0.19 0.27

1.98

0

-3.93 -3.78

-2.63

-3.85

Onset Second 1 Second 2 Second 3 Second 4

38

Viewer  Heart  Rate  (Orien6ng  Response)

Key  Insight  re:  Brand  Integra6on

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Brand  integra6ons  for  TV  are  more  powerful  than  for  cinema  because  they  can  be  accompanied  by  companion  ads.    Their  strongest  effect  is  in  enhancing  viewer  

disposi6on  to  the  subsequent  ad  exposure.

Addressable  TV  Adver6sing(by  Category)

X

Disposition

40

0

1

2

3

4

5

6

Number of Ads

3.53.13.3

Control

1  Ad  Relevant

ALL  Relevant

Ad  Skipping

41

0

10

20

30

40

50

60

70

80

90

100

Percentage of Ad Seen

66.770.369.6

Control

1  Ad  Relevant

ALL  Relevant

Percentage  of  Ad  Seen

42

0

20

40

60

80

100

First Second Third Fourth Fifth Sixth

696874

707169

Serial Position in Ad Pod

Percentage of Ad Seen Control

1  Ad  Relevant

Relevance  &  Serial  Posi6on

43

1

2

3

4

5

6

7

Attitude toward the Brand

5.15.25.1

Control

1  Ad  Relevant

ALL  Relevant

Brand  Ajtude

44

1

2

3

4

5

6

7

Attitude toward the Ad

5.15.35.2

Control

1  Ad  Relevant

ALL  Relevant

Ad  Ajtude

45

1

2

3

4

5

6

7

Tolerance of Ad Breaks

3.63.9

3.6

Control

1  Ad  Relevant

ALL  Relevant

Ad  Tolerance

46

0

10

20

30

40

50

60

70

80

90

100

EDA % change from baseline

31.528.2

Not  Relevant

Relevant

Viewer  Arousal

47

0

10

20

30

40

50

60

70

80

90

100

Percentage of Ad Seen

82.0

100.0

53.0

Control

1  Ad  Relevant

ALL  Relevant

An  Excep6on...  Allergy  Medica6on

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Poten6al  Remedy?Brand  /  Crea6ve  Addressability

&  Timely  Data

Disposition

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30%

59%

10%

CategoryRelevance

Ad Attitude

BrandAttitude

Other  Factors  More  Important...

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WHY?    “Relevance”  not  stable...

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The  Disrup6ve  Opportunity

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The key to capitalizing on change is to understand the new landscape before your competitor does...

This allows you to prevent wasting resources on models that don’t work while capitalizing on those models best suited to your strategic strengths...

And helps cultivate a culture of innovation.

Reach

Disposition

Bran

d A

ttitud

ePurchase Intent

Mem

ory

Engagement

Exploring SIX of the New TV Ad Models

Interactive Video

Cross Platform (XP)

TV Addressability (by Category)

There are over 50 new ad models in Beyond :30. We’ll explore just a few of the models that work... and some that don’t.

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Brand Integration

Media Multitasking

FF Speedbumps

mediasciencelabs.com

varan@itri.tv

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beyond30.org

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