During the Next-Generation Advertising Day at the OTTtv World Summit, which took place in London on 17-20 November 2014, Roope Suomalainen head of media at Ixonos, delivered a presentation titled “2nd Screen Monetization Driven by Engagement". As the leading event in the over-the-top TV market, this was a perfect forum to address the lack of innovation in advertising that plagues the digital era. It is time to put an end to the narrow-minded TV-led view to advertising and see where the real monetisation opportunities lie today.

1. THERE HASN’T BEEN INNOVATION IN TV ADS FOR 50 YEARS

2. “50% of our advertising works, we
just don’t know which 50%”
Angus Ogilvy , probably the Mad Man of the century Source: Frank Ockenfel’s 3/AMC
http://blogs.amctv.com/photo-galleries/mad-men-season-
5-cast-photos/sterling-cooper-draper-pryce.php

3. THE 30 SECOND AD
Source: www.pinterest.com/pin/433753007832902666/

4. WE ARE COMPLAINING ABOUT DIGITAL TURNING ADVERTISEMENT DOLLARS INTO PENNIES

5. AND RIGHTLY SO
Source. http://www.youtube.com/watch?v=4nPlk2YqcLY

6. SOME COMPANIES
GET IT RIGHT
Source: http://www.youtube.com/watch?v=RW2pzRfiHWs

7. CONSUMER MINDSHARE
AND VIEWING HABITS
Source Apple, LG, 2014

8. VIEWERS ARE CHANGING MUCH
FASTER THAN THE INDUSTRY
have changed
92% their TV viewing. are using a 2nd
86% screen device.
Source: AdAge, 2014

9. 2012 2013 2014 2015 2016 2017 2018
TV
Digital
Mobile
Source: eMarketer, 2014
AD WEEK 2007: ”THIS IS THE
YEAR OF MOBILE!”

10. DISPLAY
1
DATA
3
CONTENT
2
ACTION
4
SHOW ME THE MONEY!

11. A DAY WITH AJ+
BREAKFAST
Hands-free interaction with the device, Al Jazeera + almost work as a radio/tv, streaming continuous content to the user. Tablets are typical morning and evening devices.
COMMUTE
Content adapts to the context, allowing the user to quickly get an overview of the daily content. Audio only mode allows the
user to use Al Jazeera + while commuting. Smartphone UI is optimized for direct access to content while on the go.
WORK
AJ+ website, in conjunction with push notification on the mobile, allows the user to follow updates and discussions from his desk.
AFTER WORK
AJ+ social media integration provides user with extra info and content about the topic her friends have been discussing during the day. AJ+ provides more content and opinion to discuss while sipping a glass of wine after work.
EVENING
Watch Later and connectivity to Apple TV and Chromecast allow users to watch the full length content they discovered during the day and through. Tablets are the ideal device for the evening, allowing in the future the user to have extra second screen functionality.

12. SOCIAL TV AND
MONETISING THE DIGITAL
Source: Financial Times, 2014

13. Source: Rafaault.com,
Youitv.com, 2014

14. Source: babolat.com, rolandgarros.rafavault.com, Youitv.com, 2014

15. “Let’s focus on the stuff
that matters”
Roope Suomalainen, 2014 Source: Frank Ockenfels 3/AMC
http://blogs.amctv.com/photo-galleries/mad-men-season-
5-cast-photos/sterling-cooper-draper-pryce.php

16. Forget disturbing
1 advertisement
THE DIGITAL DISRUPTION IS HAPPENING,
TO SEE REAL DIGITAL MONETISATION
MODELS IN 2015 WE NEED
Build direct
3 connections
Earn the users’
5 trust back
Storytelling has
2 to change
Really engage
4 the users
Journey to engagement
& monetisation 6

17. Thank You!
roope.suomalainen@ixonos.com / @roopes