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智能电视的广告

2013-08-10 17页 pdf 866KB 15阅读

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智能电视的广告 Smart TV and Multi-screen Advertising: Prospects for 2012 In-depth analysis addressing the major technical challenges, investment opportunities and innovations that are changing advertising in the connected era By Lisa Roner and Tom Sapsted With ...
智能电视的广告
Smart TV and Multi-screen Advertising: Prospects for 2012 In-depth analysis addressing the major technical challenges, investment opportunities and innovations that are changing advertising in the connected era By Lisa Roner and Tom Sapsted With Insights from: Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising Introduction With smart TV revenues set to reach $95 bln by 2015 and 15 bln video enabled connected devices predicted by 2020, advertising on Smart TV and across multiple platforms will inevitably mean big business. The opportunities are endless. That being said, advertisers, broadcasters and technology vendors are exploring this nascent industry only tentatively. Last year alone $29 billion was spent on TV advertising. On online video advertising a further $3.1 billion was spent. Online video ads are expected to grow 20% in 2011 and then average 20% global growth through 2016 [Magna Global] Huge problems hinder the growth of the Smart TV advertising market. The move away from linear broadcasting means the industry must adapt. With the new opportunities on Smart TV and across multiple devices, broadcasters, content owners, TV manufacturers and advertisers are changing their strategies, adapting to new technologies and offering new services. This can only mean increased exposure for advertisers- new ways to reach the masses. Research covering 124 advertisers across 16 major industries discovered that there is experimentation with advanced ad placements [Forrester]. Nearly half of the advertisers said they were testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TVs. All the signs are there: advertisers are now tuning into the opportunities. Despite these remarkable figures uptake with Smart TV and multi-screen advertising has been tentative at best. Fragmentation is a massive deterrent for investment, increasing scale and reach needs to be a priority, creating an effective business model is now vital. Questions need to be answered. How to form effective partnerships be formed between advertisers, broadcasters and the leading technology players? How can we overcome a fragmented market? How can we build a business model that suits both advertisers and publishers alike? What can be done to get the reach and targeted style commercials that advertisers’ desire? What will the tablet mean for broadcasters and advertisers? How do we get investment from the major brands? Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising The Smart TV and Multi-screen Advertising Summit takes place on 13-14 November in San Francisco will bring together leading content owners, broadcasters, advertisers, brands, OEMs and platform providers to allow you build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era Ahead of Summit, Smart TV Insider spoke to four of our speakers who have kindly given their thoughts on the most important questions: • What are major technical challenges that are currently hindering the growth of Smart TV and Multi-screen advertising? • What are the new and exciting innovations with Smart TV advertising? • How can we encourage investment form the major media buyers, advertisers and brands? What needs to be done? • What is the forecast for Smart TV and multi-screen advertising in the future? When will widespread adoption take place? Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising Expert Speakers: Michael Bologna, Director, Emerging Communications, GroupM Mike Bologna, Director of Emerging Communications at GroupM is known throughout the industry for his expertise in the field of digital communications. Mike’s primary role is to assist in the development of marketing and advertising applications for GroupM clients on advanced digital platforms, including Addressable Television, interactive iTV, video on-demand, DVR and wireless; he has handled key digital campaigns for American Express, Conaga Foods Paramount, Mattel, and AT&T. As more and more clients choose to explore these new digital platforms, Mike helps them identify suitable partners and manages their initiatives to maximize learning, ROI and client satisfaction. Mike has been featured on Television Week’s Hot List as one of the top 10 players, age 35 or younger, who are making a mark on the industry. He is currently a member of the 4A’s Digital Video Innovation Committee and regularly authors an agency newsletter which provides news, views, and insights from the cutting edge of Emerging Communications. Dietrich von Behren, VP, Digital Media & Investments, A&E Television Networks Dietrich von Behren is Vice President, Digital Media and Investments for A+E Television Networks. He leads business development on the west coast, identifying new ventures, partnerships and investment opportunities for distribution, Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising enhanced revenue and increased engagement for all online properties within A+Es portfolio. Dietrich opened and manages the company’s flagship west coast digital media office located in San Francisco. Prior to A+E, as founder & CEO of ParentsClick Network, Inc., Dietrich established MothersClick.com as the recognized flagship site and successfully positioned it as one of the world’s first social networks for the rapidly growing audience of moms online. ParentsClick Network was acquired in 2008 by Lifetime Entertainment. Dietrich is a director of the Connected TV Marketing Association (CTVMA). Wendell Wenjen, Director of Strategic Alliances, LG Electronics Wendell Wenjen is director at LG Electronics Innovation Development Group located in San Jose where he is responsible for the US Smart TV advertising business and interactive TV strategy. Previously he has held marketing and business development positions at Intel and Acer. Wendell received Bachelors and Masters degrees in Electrical and Computer engineering from Harvey Mudd College and an MBA in Marketing from UCLA’s Anderson School. Kemal Altintas, Senior Manager Business Development and Product Innovation, LG Electronics Kemal is an expert business development and product management professional focusing on Connected Consumer Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising Electronics, Digital Media and Pay TV space. Currently, he is a part of LG Electronics Innovation Development Group, bringing new technologies, services and business models to LG Smart TV products. Specifically, he is bridging the gap between tablets and smart TVs, introducing social TV experiences to the market and building cloud based services on the platform. Prior to LG, he spent time at DivX, working with global pay TV operators and set top box manufacturers. He spent many months in Europe talking to operators and manufacturers and still enjoys jumping on the plane and going there. He holds BS and MS degrees in Computer Science and an MBA with a focus on Technology Marketing. Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising Michael Bologna: Advertising today operates fairly consistently across the majority of “traditional” media outlets. In most cases, media is planned using the content as the surrogate for the audience and messages are distributed according to an advertiser’s reach and frequency goals. There are creative and economic standards for each channel that keep the business operating on course. Unfortunately, similar standards and processes do not yet apply when talking about “Smart” TV’s. As with any “Connected” device, a “Smart TV” presents significant advertising potential once scale is achieved and some of the complexities are reduced and potential conflicts resolved. In an ideal world, the advertiser would have access to the entire footprint of “Smart” TV’s regardless of the manufacturer; this would allow them to seamlessly insert their message to reach the appropriate audience within that national segment. We would then overlay the necessary interactive features which would be consistent across the desired footprint. This is not the case today, as advertisers must cut specific deals with each manufacturer (Samsung, LG, Panasonic, Sony, etc.) and cobble these together to generate scale. This process is complex, time consuming, and costly, and it is currently hindering the short term growth of the medium. These challenges are consistent with all of the Advanced Television business, where the primary technology and capabilities reside within each system. Advanced advertising on Comcast is different from advanced advertising on TimeWarner versus Direct TV versus Dish. In many cases, advertisers express interest in the benefits of advertising on these platforms, but are ultimately discouraged from campaign execution because it is costly to build the applications for all the different systems. This is the key hurdle we are faced with today in Smart and/or connected televisions. Over time, this will improve. Technology will evolve, creating a consistent platform and multiple consistent platforms equal scale. This evolution has already begun with companies like YuMe and Rovi that have cut deals with several of the Smart TV manufacturers to represent their inventory and act as an insertion engine for deploying an advertiser’s message consistently across more than one manufacturer. Multi-screen viewing is defined as the consumer’s ability to watch a piece of content on their own terms across a variety of different screens. There are 7 to be exact: TV, DVR, VOD, FEP, Tablet, Smart Phone, and Connected TV. This applies to What in your view are major technical challenges that are currently hindering the growth of Smart TV and Multi-screen advertising? Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising programming that originated on television as well as non- TV based video content that was produced and deployed specifically for non-linear formats. Today, our biggest challenge is that there is no single source that measures the viewing of a piece of video across the multiple screens in a consistent manner. Multiple data sources like Nielsen and ComScore are used to measure each medium individually, but it is currently not feasible to measure the sum total of all video viewing, specifically when it relates to tablets, smartphones and connected TVs. Multi-screen viewing is a good thing because it gives viewers the ability to watch what they want, when they want, however they want, and on whichever device they choose. It benefits advertisers, because it allows us to get our message out to a myriad of different consumer targets, regardless of their viewing habits. The number of alternative screen viewers continues to grow, however, for efficiency’s sake, we need consistency of measurement so that the advertiser can achieve an accurate count of a campaign’s impressions, reach, frequency, and unduplicated audience across all screens. Dietrich von Behren: Technical challenges are actually secondary to marketplace pressures. The primary issue for Smart TV and cross-platform advertising is audience size. While digital consumption is growing rapidly, the numbers are still greatly outweighed by broadcast. However, given the adoption curve of connected devices and future projections, advertisers will soon see more viable sales opportunities and should start considering fully integrated campaigns. Secondly, as the Smart TV and multi-screen opportunity develops, the ad industry and content distributers will define standards and measurements which will both improve and encourage growth around social engagement and experience. Kemal Altintas: Generally, there are no major technical difficulties right now. It’s more an issue that there are not many examples yet. This lack of experience is the biggest Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising challenge right now. But in terms of technical difficulty, making the two devices talk to each other is possible today. Two- way communication channels on the cloud and syncing to applications and devices is possible. So I don’t really see a major challenge in terms of technology. If anything, it’s about settling on a standard technology that everyone agrees upon. But otherwise, I think the technology is almost there. Wendell Wenjen: In terms of the Smart TV based advertising, I concur that there are very few major technical challenges. LG launched an advertising service last November on our Smart TV platforms. And in March, we launched the second generation of that. Other manufacturers have done similar initiatives. We are continuing to work on new types of ad units that are more engaging and more immersive. There are some technical improvements that allow multiple video screens to be shown simultaneously, but we’re in the very early stages of developing these types of ad experiences. I think that as advertisers and agencies get more experience in trying out different concepts, and testing and measuring their effectiveness at audience engagement and increasing brand awareness, those kinds of experiences will be more common. Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising Wendell Wenjen: We’re in the very early stages of these kinds of advertisements. I think right now we’re seeing what’s been adapted from the Web and online worlds shuttled to the connected TV and multi-screen. Things like banner advertisements, pre-roll and mid-roll video advertisements and different kinds of interactive advertising models are beginning to be seen on these devices. What’s very interesting now is that we’re starting to see the TV and tablet paired. That content can be pushed from one device to the other. Different kinds of interactivity can be placed on the device type that most easily provides a user interface for interactivity. And there are new types of technology under development to detect the kinds of content being viewed on the TV in order to provide relevant recommendations and companion content, and doing that relatively automatically. Those are interesting areas that we’ll start to see expand in the next year or so. Kemal Altintas: I think the device types have their own distinct advantages. For instance, TV is a larger screen, and by definition is a device for viewing content. But mobile devices are very good at interaction - you can touch it, you can do gestures…shake it even - and it will respond in a certain way. I think a combination of the two has advantages. Depending on what you want to achieve, or which device you’re focusing on, you can create a lot of great experiences. For instance, if the focus is on the mobile device, you can continue to interact on that one while I’m simultaneously showing a video on the TV. Or vice-versa, while your attention is on the big screen TV, you can start showing interactive advertisements on the second screen. If the user chooses to interact with it, it’s always in their hands. They also can put it aside for awhile without interrupting the main content on the big screen. I think the real key is a pairing of the two devices. But we’re really at the early stages. We don’t necessarily understand all the possibilities or opportunities out there. We’re just scratching the surface right now. Dietrich von Behren: I believe the real excitement for advertisers tapping into the new digital platforms comes around contextual targeting and leveraging time-based meta data, which is being built out by content providers and other services. New revenue channels and real-time commerce opportunities are going to explode with Smart TV and second-screen interactions. The unique ability for advertisers and marketers to increase brand awareness through more meaningful engagements with consumers—reaching them at the right time, while also being able to measure campaign performance—is driving the industry evolution. Smart TV and multi- screen possibilities with advertising are endless, what are the new and exciting innovations in this space from your perspective? Smart TV and Multi-screen Advertising: Prospects for 2012 Smart TV and Multi-screen Advertising Summit 13-14 November, Hotel Kabuki, San Francisco Build effective business models and increase scale and reach for innovative advertising in the connected and multi-screen TV era www.smarttvsummit.com/advertising Michael Bologna: Smart TV’s offer advertisers a very powerful capability - the ability to make a national 30-second commercial interactive. Providing viewers with the option to spend more than 30 seconds with an advertiser’s brand is something we’d love to offer, but we currently do not have the functionality to do so on a national basis. A Smart TV has the ability to read an embedded code, which triggers interactivity on a 30-second commercial. This capability allows a viewer to click on the TV spot and link through to an enhanced advertising experience, which provides viewers with the opportunity to engage more deeply with the brand through additional video content or a game. This presents a great potential value to advertisers, however, the key will be, again, for manufacturers to make the execut
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