Will Critchlow looks at the changing face of TV advertising.

1. rTVe
tuOF
fu
THE
Golden
and The
Digital
Age of

2. eople love
P
hing video
watc
ime Spent
Daily T
(hh:mm)
Video
Internet
Gaming
00:14
00:13
00:13
00:57
00:58
00:54
05:48
05:52
05:55
2011
2012
2013

3. reasingly
at inc
lution
h reso
hig

4. e TV is just
But th
creen - we
another s ything
n watch an
ca
on it
tf interne
mo
ome for
TV”
s
ds have
ith their
hol
dw
ort
S house
ce paire
% of U
d devi
arch rep
e
se
“80
connect
igaom re
-G

5. e of the
And som s are
e service
onlin
y popular
reall
Net subscriber additions (millions)
Netflix
Comcast
Time Warner
18
16
14
12
10
8
6
4
2
0
-2
-4
Q1 2012
Q2 2012
Q3 2012
Q4 2012
Q1 2013
Q2 2013
Q3 2013

6. et
rn
te
in
e
THIS IS
th
NDLING
UNBU

7. ing out
.and cutt
..
-man
iddle
the m
Cut
Here

8. LY GET
MAIN
IEWERS
V
m
ce
oi E
ch
re
o
ENIENC
E CONV
D MOR
AN
me
g the sa
hin
r all watc same time.
nge
he
’re no lo
ut we
hing at t
t
B

9. dcasters
So broa ant
e signific
fac
challenges
ging
he chan
ft
ct
verage o
t of co
the impa
nd
a lo
as been
casters a y providers.
oad
There h
ole of br n technolog
r
o

10. UT THE
T ABO
UT WHA
B
a
ng
si
ti
er
dv
ARKET?
M

11. tionships
ers’ rela ant
edia buy s import
M
come les
will be
Brand
Creative
Agency
Media
Buyer
Behemoth
Integrated
Agencies
Sales
House
Do megadeals with
Media
Owner
Content
Owner
Behemoth
Media
Companies
Contrast this with the complexity and fragmentation of the online advertising value chain.

12. to look
et starts
the mark
...as
igital
like d
more
.
words . .
In other

13. -time
Real
o’s
d on wh
ase
shown b at moment.
l be
th
verts wil
Ad
what at
g
watchin

14. based
tionuc
A
y
ords is b
AdW
st
he bigge
far t
au
d.
the worl
ction in

15. thmic
lgori
A
e
nd devic
es a
s, servic
ach
els, show re negotiating e .
ann
e
le
erent ch
scale wh will be impossib
of diff
er
ha
he numb nations will reac ividual deal
T
ind
combi

16. n of all
valuatio
utral' e
see 'ne
ry role
e will
"W
o prima
ere is n
ats. Th
dia form
me
more."
r TV any
or linea
f
rt
-- MD, a
dve
po
ia IBM re
rtiser v

17. rket has
TV ad ma t
far the
So
resilien
arkably
been rem
TV ad spend
big 4 US TV networks viewership
100
76
80
Spend ($bn)
72
70
60
68
66
40
64
62
20
60
58
0
2009
2010
2011
2012
Viewership (indexed)
74

18. t forever
can't las
But that e 20-30% of TV
e believ
and w
could be
revenue
ad
grabs"
"up for
Time Spent
Ad spend
80%
70%
60%
50%
40%
30%
20%
10%
0%
Offline
Online

19. on
li
il
b
$14-25
THAT'S
IN THE
R YEAR E
PE
S ALON
U

20. ior shifts
er behav rtunity
consum
If
ital oppo
r, the dig
furthe
n bigger rket globally.
ill be eve
w
a
Advert
.5tn
g is a $0
isin
m
al Ad Spend
Glob
illions of $
B
505
500
495
490
485
480
475
470
2011
2012
2013

21. ABOUT
E ARE
W
GREAT
NEXT
EE THE
TO S
oo
fl
ey
on
fm
do
DIGITAL
TO
.
business
rint
om the p ill happen
e fr
wth cam ting things w
ro
fts.
oogle’s g
G
Interes
oney shi
m
when TV

22. mma
Dile
ator’s
Innov
s classic
It’
nd
he top e
tt
lls us tha gher spec.
y te
n’s theor nsive and hi
nse
f. Christe t more expe
Pro
will ge

23. er brands
Challeng es
are the on
to watch
V”
ch “big T
mu
n’t done ly adopters.
ave
le who h ll be the ear
Peop
wi

24. ot
sn
li
ita
EVER,
HOW
ig
d
D DRY
OME AN
H
as
ren’t yet
ds a
ing spen l need to be.
uild
il
brand-b
nline
as they w
O
effective

25. ture of TV
And the fu is not
vertising ital
ad
arily) dig
(necess tising
eo adver
vid
ays
e new w
th
tion that like the old
mp
lazy assu ds will look
.
the
g brands
to avoid building bran
d
ildin
We nee
of
ys of bu
wa

26. is an open
And there ho will
stion of w " of
que
AdWords
be the " tising
and adver
br
d to
anies an
mp
tail of co arket-priced.
ngto the lo rvice and m
le
se
accessib
ill be
ds, selfIt w
ran
maller b
s

27. outube.
ould be y
It c
cebook.
ht be Fa
It mig
It could
e.
eone els
be som

28. ER IT IS, E
WHOEV HAT TH
BELIEVE T
WE
ve
ti
ea
cr
CRUCIAL
WILL BE
d
tories an
ll s
ility to te ople love.
e ab
pe
ularly th
partic
arketing
...
create m

29. ds
an
br
st
e
RROW'S
TOMO
gg
bi
ONLINE
BE BUILT
WILL

30. d about
s excite
ou're a
If y
re, we
as we a
digital
age of
golden
the
to talk
want
ck
erts, che
al
content
site
w
our web
o get ne
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s on
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ur cas
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or con

31. uthor
t the a
bou
A
ic
academ
s an
a
d. He ha
istille
ory; and
of D
the
auction
ounders
ted
f
eory and . He has consul
e of the
on
e th
d
tchlow is thematics, gam edia strategy
ill Cri
anies, an
W
mp
m
ma
ential co uilt online.
ms and
ound in
nflu
eco
backgr
b
’s most i
nd in tel
world
w will be
kgrou
the
bac
orro
s of tom
some of
essional
for
and
prof
et
strategy
ggest br
bi
istilled.n
tal
the
@d
on digi
ritchlow
believes
ill.c
hlow / w
c
@willcrit

32. istilled
out D
Ab
n,
in Londo
s
ith office
ing
agency w ch savvy market
ting
te
ive
e marke
onlin
ver sixty egists and creat
fo
tive
a team o gners, strat
is a crea
apes and
We’re
stilled
Di
si
ll sh
le.
nd Seatt s, developers, de businesses of a line world.
ka
n
k
lp
New Yor
tats gee
l in the o
ing to he
e
ts, s
ork
sizes exc
nthusias
keters w
e
mar

33. redits
C
Will
Critchlow
Founder
Cheri
Percy
Project
r
Manage
Phil
Matthew p Nottingham
Harriet
itchell-Cignmr Video Strategist
s M ic Des a e
g
Cumminor Graph
it
Copy Ed
Volodymyr
Kupriyanov
lyst
Data Ana

34. to you by
brought
distilled.net

35. Sources
Slide 1 Image 1, Image 2
Slide 2 Image, Mark / Nielsen Cross-platform Report
Slide 3 Image
Slide 4 Image, gigaom research report
Slide 5 Image, AllthingsD, Netflix
Slide 6 Image
Slide 7 Image 1, Image 2, Scissors by Edward Boatman from The Noun Project
Slide 9 Image, Business Insider, Mary Meeker
Slide 10 Image
Slide 11 Image, Arrows
Slide 12 Image
Slide 13 Image
Slide 14 Image, Source
Slide 15 Image
Slide 16 IBM Report
Slide 17 Image, Business Insider
Slide 18 Image, Business Insider, proprietary Distilled models
Slide 19 Image
Slide 20 Image, ZenithOptimedia
Slide 21 Image
Slide 22 Image, The Innovators Dilemma
Slide 23 Image
Slide 25 Image
Slide 26 Image
Slide 27 Image 1, Image 2
Slide 28 Image
Slide 29 Image
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