from mobile to tv: dawn of new media era
TRANSCRIPT
FROM MOBILE TO TVDAWN OF NEW MEDIA ERA
2012.Dec.13rdPeter Xie 謝哲豪
Co-Founder & Product Marketing DirectorPAFERS Tech
I AM HERE TO TELL YOU WHAT’S HAPPENING IN THE WORLD
I AM NOT HERE TO TEACH
MARRYING FITNESS WITH MODERN TECHNOLOGY
It all starts from here.
Source: 2012 KPCB Internet Trends Report
Source: 2012 KPCB Internet Trends Report
Source: 2012 KPCB Internet Trends Report
Source: 2012 KPCB Internet Trends Report
CONNECTEDTO THE INTERNET
TO SOMETHING BIGGERALL THE TIME
Source: 2012 KPCB Internet Trends Report
Source: 2012 KPCB Internet Trends Report
Source: 2012 KPCB Internet Trends Report
TWO MEGATRENDS HAPPENING IN MEDIA WORLD
REDEFINITION OF
EXPERIENCES
DEMOCRATIZATION OF CONTENT
CREATION AND DISTRIBUTION
TWO KEY SUCCESS FACTORS
UNIFICATION & PENETRATION OF
EXPERIENCES
ACCESSIBILITY & MONETISATION OF CONTENT
•WHATEVER WORKS BEST FOR CONSUMERS STANDS OUT•WHOEVER DOES THE BEST JOB ON THESE FACTORS WINS
THE REVOLUTION IS HERE
SUCCESS OF MODERN MOBILE DEVICES HAS OPENED A WINDOW
FOR BIG SCREEN
TRENDS OF TV IN NEXT 5 YEARS
1. CONNECTED TV ADOPTION WILL BE FASTER THAN EVER (THANKS TO MOBILE PHONES)
•It took radio 38 years to reach 50M listeners•TV took 13 years to reach 50M viewers•Internet took 4 years, iPod took 3 years•Facebook had 100M users in less than 9 months•iPhone app downloads hit 1 billion in 9 months•Most likely in 2014, there will be 100M tablets and smartphones appear in front of 100M smart TVs...
SAMSUNG SMART TV
•built-in Wi-Fi•apps based •motion sensor control•AllShare Play
2. SECOND SCREEN ENGAGEMENT WILL DRIVE CURATED, INTERACTIVE EXPERIENCES AND NEW MONETISATION MODELS•Second screen is your mobile device, it will fundamentally change the game of 200 billion global ad spend and another 200 billion pay tv revenue•Payments/micropayments becomes so easy•It allows for deep social integration•70% of tablet owners and 68% of smartphone owners said they use devices while watching tv, according to one Nielsen study
•leveraging second screen during live events•gamifying tv ads•syncing e-commerce with tv content•sponsor ing second-screen extras•e n a b l i n g r e a l - t i m e interactivity
NEW MARKETING WAYS FOR SECOND SCREEN ARE BEING USED
3. TV AD BUSINESS WILL BE RE-DEFINED.
•Data mining from second screen and connected tvs will change the game of TV metrics. Web-style analytics will give data from VOD servers, TV browser pages, TV and second screen devices.•Connected TV and second screen Ad injection system will be invented and manipulated.•New second screen systems will also enable the audience to buy merchandise specifically related to what they are watching on TV or in relation to a brand or sponsor of the show.
4 . F IGHTING WILL BE CONSTANT FOR EVERYTHING.
•Global TV market is too big. There will be many old and new players in the game to change the rules constantly.•The old “brands-agencies-broadcasters-consumers” will be changed.•The 30 second spot is dead (other than for Live). Second screen behavior on the rise will acerbate tradition 30-second spot structure as more people move to multiplatform and engage second screen during commercials.•Brands are more likely to go direct-to-consumer relationship.
NEW CONTENT GATEKEEPERS IN THE LIVING ROOM
BIG GUYS WILL FIGHT TO BECOME THE STANDARD AND THE PLATFORMS FOR CONSUMERS
The future isn’t either traditional or digital: it’s a feedback loop between the two.Televisions fans want to get involved and be counted. It’s how creative we are in engaging those fans - and keeping them connected even as they may move away from the traditional network - that will determine how potent and profitable we will be in the future.
Kevin Reilly, President of Entertainment, Fox Broadcasting
Q&A