what does the digital shift really mean? five facts about the future of tv in the digital ecosystem

Guidelines : all rights reserved

WHAT DOES THE DIGITAL SHIFT REALLY MEAN?

1

FIVE FACTS ABOUT THE FUTURE OF TV IN THE DIGITAL ECOSYSTEM

@OGodest

Olivier Godest - CEO @ Guidelines

#MipcomTVFuture

October 7th 2015


#1 The economics of attention

Will be one of the main challenge for all content producers

@OGodest


A NEW WAY OF CONSUMING

4

« Content snacking »

Multitasking

Mobile first


BUT STOP OPPOSING TV AND DIGITAL

5

« Will digital kill television ? »

Technologies do not replace, they cumulate, they improve


But do not think about mobile only as a device

Mobile will be one of the key

@OGodest


Mobile is a new world of behavior

New relationshipNew experiences

Customisation@OGodest


Mobile is also the Internet of things

In 2020, 15 billions of connected devices

@OGodest


Mobile will inspire televisionFive years ago, we thought connected TV would be on the TV screen, now we know

it will be on the second screen

@OGodest


My advice Create your love story between

mobile and television

@OGodest


#2 Immersion is

the new engagement

@OGodest


HER: A VISIONARY MOVIE?

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A story built around the knowing of the character’s personality :

- ultimate customisation,

- power of the (social networks) data

The power of virtual reality (through audio here)

A story expanded into the everyday life of the character

A thin frontier between virtual and reality


Virtual reality is already here

And this is the next BIG THING

@OGodest


South Park 3D

@OGodest


How to train your dragon FOR « REAL »

@OGodest


And many other experiences

@OGodest


IT IS COMING REALLY FAST

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Build your own Oculus with a recycled pizza box…

Google’s cardboard: 25$

Or wait for the Sony virtual reality headset (release in 2016)


My advice

Enjoy virtual reality… with moderation And be prepared!

@OGodest


#3 Between storytelling and marketing

Transmedia experiences

@OGodest


What is transmedia?

@OGodest


Transmedia marketing?

Transmedia storytelling?

@OGodest


Transmedia marketing?

Transmedia storytelling?


The opportunity to develop a relationship with a public

« available » on different platforms

@OGodest


Blog / Website Social networks Partnerships Newsletters Mobile Apps Influencers relationship Paid media …

@OGodest


An answer to the economics of attention issue

@OGodest


And all these digital projects are producing data

@OGodest


#4 The value of data

@OGodest

RecommandationCustomisation

Business model


Email address

Social media metrics

Browsing process

Retargeting

Geolocation

Facebook likes

Facebook « public » profile

Device brand and OS

…@OGodest


Data has value

Data will be part of business models

@OGodest


There will be more and more brand content

Brands love data. Brands make money.

Brands need to produce content to get digital awareness

@OGodest


From search to push notifications

Recommandation from algorithm

@OGodest


#5 The winning recipe

Conclusion

@OGodest


Con

tent

Beha

vior

Tech

nolo

gy

@OGodest


Content No matter the number of media, the

most important thing remains

A GOOD STORY

@OGodest


Behavior Insert your story/universe in the daily routine of your audience

@OGodest


Technology Storytelling associates

with exciting innovation, to create memorable experiences

@OGodest


Thank you!

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what does the digital shift really mean? five facts about the future of tv in the digital ecosystem

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