Game of Screens

1© 2015 DeanDonaldson.com | All Rights Reserved
~ DIGITAL IS COMING ~
THE BATTLE OF
PUSH & PULL
@DeanDonaldson

Life Beyond the Wall…
@DeanDonaldson | http://NothingToHide.Us

old new
media
traditional

off onTV | PC
lean back | forwards

You Know Nothing…

“Nothing is Worth Anything to Dead Men”

Seven Kingdoms
Medieval Europe

Death. Sex. Revenge.

&Dragons.
• 50 Rape Scenes
• Explicit Nudity
• Graphic Violence
• Vile Language

10
TV
© 2015 DeanDonaldson.com | All Rights Reserved

Monitor

Smart
SAMSUNG TV SERVICE DEAD AS OF 1 JULY 2015

Source?
?

Online

Streaming

Demand

Ads

Ads
WATCHING
TV

S
4.75 Bn
Items Shared Daily
1.44 Bn
Active users
15.8%
Time Online
?

Beyond Online

Facebook TV
SOCIAL
CHANGE

In Car

On Fridge

TV x Twitter

TV x Twitter
Mapping the TV Genome

Many-Faces of
TV
Rethink & Relearn

US Hours Viewing via Broadcast
14Q1 15Q1
Source: 03/15 Nielsen

US Hours Viewing via Streaming
14Q1 15Q1
Source: 03/15 Nielsen
200x

TV April
Disc Jan

30 DAYSAFTER TV AIRED
SEASONS 1-3

AFTER TV AIRED
ONE DAY
SEASONS 4-5

In 2012 Most Pirated TV Show Ever…
House Of Bit Torrent
Pirated Downloads =
TV Broadcast viewing

Many Casualties

A Lannister Always Pays Their Debts…

CONTROL DISTRIBUTION

£ £vs

£ £vs
convenience
quality

ownership

2015 Season 5
3.1M
“most popular
entertainment
programme ever”
UK WATCHERS
#GameOfThrones
At 41 episodes multiplied by 1.5
minutes, we've shamefully wasted
almost exactly 1 hour of our lives
listening to the Game of Thrones intro.

2015 Season 5
32MDOWNLOADS
“broke all global
piracy records”
32M in first week
1.5M within 8 hours!!

HIGHEST
GROWTH
IN 9 YEARS

LOSING
52k per qtr
SATELLITE SUBSCRIPTIONS

@DeanDonaldson |
+400kALL via OTT

@DeanDonaldson |
The Home of Game of Thrones

Segmentation
@DeanDonaldson |
Q1 2015 70k
NEW SUBSCRIPTIONS

@DeanDonaldson |
Q2 x2NEW SUBSCRIPTIONS

still TV
PAY TV IS
“SAME TIME VIEWING”
~ Regardless Of Device ~

~ No Digital Delay ~
PAY TV IS
Bundled as TV so can
stream at same time
and not sold as DTV

Content Is King!

HOUSE ADS
?

ADRESSABILITY

Who Will Stay?!

S
ULTRA
FEBRUARY 2014
“TV or Live Stream?”Robin Wright – Best Actress in a Drama, Golden Globes

S
STREAMING ON A DEVICE NEAR YOU
Co-financing High Profile Shows

The £5.136bn Deal
Each game now £10.2M
70%CLUB REVENUE INCREASE

SUBSCRIBE NOW6M Pay TV Subs
in 85 countries
659M Fans | 4Bn Reach
GOING IT ALONE
SINCE 2013

1MPAY TV SUBS IN 11 MTHS
“Fastest-growing digital subscription service”

Dean’s Viewing Habits
2013 2014 2015
1. EXCLUSIVLEY HD CONTENT ON TV
2. STREAMING AFFECTING DISC / DHE
3. TV BOX-SETS VS FILMS
4. LIVE ONLINE VS BROADCAST
5. PAY TV COMPLEMENTING CATCH-UP
quality vs convenience

quality vs convenience

messNO SINGLE [USEABLE] INTERFACE

messNO SINGLE [COMBINED] AD TECH

D
per month for huge waste =
consumers are‘cord-cutting’£75

You’re Spoiling Everything!
You’re Spoiling It.

Embrace The Change

World’s Apart
Media separation of yesteryear
TV Online

Towards Convergence
The present media reality
The dynamics of online 
and the plethora of data
Online
The maturity of television  
and quality of video assets
TV
Mobile
Social
Programmatic
Quality
Engagement

touchpoints56
Saw product on TV
Searched online
Read reviews
Visited shop
Ordered on mobile

Dynamic TV Ads
International TV Org, 2010
OVER-THE-TOP
?

58

59

TV change is App-ening!
“It’s not just part of the
show. It is the show.
It is not a second-screen
experience. It is the
experience.”

Second Screen
TV households now use TV apps
61
>25%
@DeanDonaldson | http://NothingToHide.Us Ofoom 2014

Second Screen
@DeanDonaldson | http://NothingToHide.Us Ofoom 2014
Same households now have  
YouTube and Facebook apps
100%

Screen Stacking
2-way
Comms
Audio
Visual
WiFi
BlueTooth
NFC
?

CONNECTION
PLACEMENT
INTERACTION
COMMUNICATION
64
CONVERSION

65
#1placement

{weetabix}
never skip content
66

Traditional Television: Linear TV content
A1
ID Content
Ad 2 Ad 3 Ad 4
00:00 00:30 01:00 01:30 02:10
Advertiser 1
TIMELINE
Advertiser 2 Advertiser 3 Advertiser 4 Content
Real-Time Play-Time
67

Traditional Television: Linear TV content
Second Screen: Audio controlled + Time coded game play
A1
ID Content
Mobile
Ad 2 Ad 3 Ad 4 B2
Mobile
00:00 00:04 00:30 01:00 01:30 02:00 02:10
Advertiser 1 Bumper
Second Screen Second Screen
TIMELINE
Advertiser 2 Advertiser 3 Advertiser 4 Content
Real-Time Play-Time
67

68

69
#2connection

content recognition
automatic ACR
70

71

visualrecognition
72
picture = 1,000 words

73

74
interaction#3

Andre

Julie &
John

80

81
#4communication

82

LIVE TO LOCATION
82

84

86
#5conversion

Tabletsused inthehomemore

88

89

Sales Lift Doubles
90
x2Multiscreen video vs pure TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal

Interact
HD Ad
Retarget
5% off
Retarget
10% off
91
Purchase

>80%

loyalty

iBeacons

95

Not All Change Is Bad.

@DeanDonaldson | http://NothingToHide.Us Don’t Be A Joff!

DIGITAL IS COMING

You Win…

@DeanDonaldson |
…Or You Die!

PMS 233
197/0/132
LOGO
PMS 431
94/106/113
LOGO
PMS 428
195/200/200
LOGO
PMS 420
206/207/203
PMS PB
0/0/0
PMS WHITE
255/255/255
Primary Colors S
Le Fin

Thanks. Your turn
@DeanDonaldson

Game of Screens

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Game of Screens