6. In this presentation…
1.The UK Digital Advertising market
2.Advertising in Real time
3.Video and branded content
4.The majority-mobile Future
11/09/15 iabuk.net
7. 27% of Scottish premises are still off-line!
11/09/15
iabuk.net
8. The UK 2014 Ad spend landscape
11/09/15 iabuk.net
Digital = 39% of a £18.55 billion market
10. 2014 results used the same framework as 2013
Direct
Indirect
Traditional Programmatic
Direct sales
Inventory bought at fixed prices directly
from media owners through in-house
or external sales teams, using insertion
orders and manual processes to book
and run the campaign
Programmatic direct (e.g. private
marketplaces)
Inventory bought from a particular media
owner using automated processes, where a
direct relationship exists between the buyer
and media owner in the form of pre-existing
deal terms (e.g. exclusive access and price
floors)
Networks
Inventory bought at fixed prices from a
third-party offering packages which
aggregate supply across multiple media
owners
Programmatic indirect (e.g. open
RTB exchanges)
Inventory bought on an impression-by-
impression basis in real-time through
an open, unreserved auction
Pleasenote–wetakethe
‘mediaowners’viewofthe
market
Channel
Technique
The UK Display programmatic market
11. Programmatic trading accounted for 45% of total UK
digital display advertising
45%
programmatic
45%
programmatic
Mobile display and
video
£0.47bn
Desktop display
£1.14bn
Online video
£0.28bn
Mobile display and
video
£0.86bn*
Desktop display
£1.0bn*
* - Display affiliate advertising is excluded from the totals
12. Overall, direct sales still account for 49% of the market –
programmatic direct has grown strongly to 24%
49%49% 24%24%
6%6% 21%21%
Direct sales Programmatic direct (e.g.
private marketplaces)
Networks Programmatic indirect (e.g.
open RTB exchanges)
Mobile display and
video
£0.47bn
Desktop display
£1.14bn
Online video
£0.28bn
Mobile display and
video
£0.86bn
Desktop display
£1.0bn
-15pp
+8pp
+2pp = percentage point change
-2pp +9pp
13. Online retail, telecoms and finance advertisers are
believed to be the most advanced in the transition to
programmatic
Base: 15 media owners
Question: Based on your experiences, which advertiser categories do you believe are spending the highest proportion of their budgets using programmatic techniques? 1 is
little to no spend using programmatic techniques and 5 is a very high proportion of spend using programmatic techniques
Proportion of budget spent using programmatic techniques by advertiser category - indicative
None
Very
high
Media owners believe that the online retail,
telecoms, finance, motors and travel
categories – major performance advertisers –
are allocating the highest levels of spend to
programmatic
18. Device mix of internet usage changing rapidly
Presentation for IABUK Board - 18 September 2014
Total internet usage by device (hours, billion)
Base: 4+ internet users, excludes offline app and TV-based usage [Source: Enders Analysis]
19. 84%
of the top
250 UK
advertisers
have an
optimised
site
1 in 2 of
optimised sites
were
responsive
web design
8 in 10 of the top 250 UK advertisers have an optimised site
Base: Top 250 UK advertisers
Source: IAB top 250 mobile audit
24. Programmatic spend reached over a Billion
Pounds in 2014*
It will account for 60-75% of display spend in
2017**
As a workflow it is starting to increasingly
impact on traditional mediums
Huge Opportunity
£350
m
£350
m
£100
m
£100
m
£600
m
£600
m
*Source Enders Analysis, GroupM and FirstPartner **source IAB and MTM
31. Advertisers,
Agencies &
Trade Desks
Programmatic Tech Building Blocks (simplified)
Advertisers,
Agencies &
Trade Desks
Ad Exchanges
All Digital Channels
Display
Mobile
Video
Radio
etc…
Publishers
32. What is a DSP (Demand side Platform)?
Advertisers,
Agencies &
Trade Desks
DMP
Data
Management
Platform Ad Exchanges
• Edinburgh only
• iPad inventory
• between 8 and 10pm
• not more than £4 CPM
• Using whitelist of specific publishers
All Digital Channels
Display
Mobile
Video
Radio
etc…
Publishers
33. What is a DMP (Data Management Platform)?
Advertisers,
Agencies &
Trade Desks
DMP
Data
Management
Platform Ad Exchanges
• London only
• iPad inventory
• between 8 and 10pm
• not more than £4 CPM
• Using whitelist of specific publishers
• People who look similar to
to my best online customers
• Male 25-34
• Who are health-conscious
• Tennis fanatics, etc…
36. Programmatic is about putting the consumer at
the heart & letting technology make very
detailed & continuous optimisation
Consumer
37. Reach Frequency Viewability Greater Measurement
Greater control and insight to make
performance improvements
38. Programmatic Buying Benefits
Campaign Effectiveness
More data available that
can yield greater insight
Campaign Insights Operational Efficiency
Pay the right price for the
right piece of media that
will hit the right audience.
Reduction of some admin
processes
40. Focus on connecting with Consumers
Data = People
Treat delivery of Advertising as
Moments
Harness the true potential of targeting
and optimisation
Ensure that all informed advertising is
personalised where appropriate
Safeguard against missing out on
innovation
Achieve true scale in Audience
Match macro management with micro
execution
Sing where they can hear you
Don’t miss the opportunity
Programmatic Playbook
41. • Programmatic is a system of working that
demands too much debate
• Keep sights on the consumers and KPI’s
and not on the jargon
• Tech is there to Deliver not to Dictate
Focus on connecting with
Consumers
42. • Programmatic allows us to make them as
valuable as possible
• Get as much from them as you can
• Think about engagement and how to get
your message across
Treat delivery of Advertising as
Moments
43. •This is key to determining actual value in data
planning
•Clean up-to date data will drive the best
performance
•It is only as good as its application
Data = People
44. • Fluid real-time optimisation is now
viable
• Swarm intelligence and map trends
• Engage the Beta demographic
Harness the true potential of targeting
and optimisation
45. • Be truly agnostic in delivery
• Act on the potential of the insight you have
• Follow the data
Sing where they can hear you
46. • Establish a set up that allows speed to
market
• Be always on
• Don’t be scared, it takes ten seconds to
stop!!
Don’t miss the opportunity
47. About MediaCom
WHO WE ARE?
We are MediaCom, the Content and
Connections agency who deliver 20|
20 Connections Planning
WHAT DO WE DO?
We believe communication works in
systems not silos and content is the
fuel of high performing systems
HOW WE DO IT?
We are One Mediacom offering
integrated as well as stand alone
specialist services
WHO WE DONE IT FOR?
We have connected the world’s
most iconic brands as solution
providers planning for outcomes not
inputs
53. Source: Ofcom Technology Tracker, Q1 2015
UK AVERAGE = 43% 48% 12% 15% 60% 62%
USE OF CATCH-UP, STANDALONE
VIDEO SUBSCRIPTION AND PVRS IN
SCOTLAND
54. DECLINE OF VIEWING AT TIME OF
BROADCAST
TV has remained remarkably resilient over the last 3 years – live
viewing still accounts for 87% - a drop of only 1% point per annum
in STV’s peak-time average audience
Composition of STV Peak-time average audience 2013 2014 2015
STV – all
platforms
Live 89% 88% 87%
VOSDAL 6% 7% 8%
Timeshift 1 to 7 days 5% 5% 5%
STV TOTAL 100% 100% 100%
Source: BARB 2013-2015, peak=1800-2230
55. OLD HABITS DIE HARD
Half of all households in Scotland have access to HD TV services but only 19% of
peak-time viewing on STV comes via HD – 78% comes through our standard definition
channel.
It’s not an issue to access – STV HD is available on Sky, Virgin and Freeview and STV
HD is even the default TV channel for 870,000 individuals with Sky in the West of
Scotland.
Source: BARB Jan-Jun 2015
56. FUTURE PREDICTIONS OF DECLINE
While 87% of TV is currently watched live, predictions about the
future consumption levels of linear TV vary. EBU Eurodata
estimate that by 2020 72% of TV will still be watched live.
Meanwhile Enders Analysis believe that 81% will be watched live.
Source: EBU Eurodata Vision 2020 viewing trends 2014, Enders Analysis UK internet device and consumption forecasts to 2020
57. SOME GENRES LEND THEMSELVES MORE
TO CATCH-UP
While its true that 87% of the STV audience watches our content
live, certain programme genres lend themselves more to catch-up
than others.
Live Vosdal
Timeshift
1-7 days Comments
Broadchurch 61% 15% 24%
39% of Broadchurch audience watched the latest series after
the live broadcast
Coronation street 77% 14% 9% Corrie is a steady 23% watch after live
Uefa champions league live 97% 3% 0%
Not surprising that sporting events lose their appeal once the
result is known
Source: BARB 2015
58. MEASURED GROWTH OF ALL ON-DEMAND
PLAYERS
Through our annual Brand Tracker, STV has measured increased
usage of both PSB VoD and Subscription VoD across Scotland
Source: ScotPulse Brand Tracker, Jan 2015 1,100 responses
61. % OF TIME SPENT IN MEDIA VS. % OF
ADVERTISING SPEND, USA 2014
62.
63. DEVICE PENETRATION IN SCOTLAND VS U
Figures in black indicate UK penetration
Each
household
now has an
average of
7.4 internet
enabled
devices
Source: BARB Establishment Survey 2015, OFCOM Comms Report 2015, Thinkbox Total UK Video Consumption 2014, YouGov survey,
March 2015 (2,090 respondents)
85%
80%
66%
65% 52%
45%
34%
21%
65. NEW KID ON THE BLOCK
Netflix uptake in Scottish households is 5% points ahead of the UK
average
However subscription vod currently makes up only 2.2% of all
minutes of video consumed by the average person each day –
increasing to 3.7% for 16-24 year olds
Source: BARB Establishment Survey 2015, OFCOM Comms Report 2015, Thinkbox Total UK Video Consumption 2014
72. WEBSITES AND APPS EVER USED, BY
NATION
Source: Ofcom ressearch, ‘Connected Devices’, May 2015
73. SITE OR APP MOST RECENTLY ADDED
Source: Ofcom ressearch, ‘Connected Devices’, May 2015
Facebook
74. TV DRIVES SOCIAL GROWTH
1 in 5 Scottish adults say that they are “hooked” on social media – Ofcom Comms Report 2015
Social media drives traffic to our websites – 44% of STV News page views are referred by social media
posts. This is the biggest YoY increase in driving traffic to the STV News sites.
Source: Comscore Jan-Jun 2014 and 2015
Fanpagekarma.com
Fans as of Aug 10th
75.
76. We need to go where our users are
Single sign on and synchronisation –
tailoring and improving consumer
experience
Next Generation news app – Project
MetropolisWe need to go where our users
are
Single sign on and synchronisation –
tailoring and improving consumer
experience
Next Generation news app – Project Metropolis
77.
78.
79.
80.
81. THE STV FAMILY
92% of Scots interact with STV each month
Consumption extending ‘beyond the box’
84. www.360d.org.uk @digiconx #360digi
Panel Session
- Guy Philipson : IAB - Peter Borgen-Neilsen : Mediacom
- Alistair Brown : STV - Heather Kane : Communicorp UK
- David Pugh-Jones : Buzz Feed
Hinweis der Redaktion
Talk about programmatic which is an automated method for buying audiences one impression at a time
What you should learn
How programmatic works
Why you should use it
How to get the best from it
You will see how programmatic leads to 3Rs – right place, right time, right person
If don’t use display then maybe you should
If you do use hopefully you will get something from our experience
Looking at this from the advertiser perspective rather than the publisher
Also relevant to phrases such as real-time bidding and data-driven marketing
£2.3 billion was spent on display in 2014
43% or £1 billion was programmatic
In 2017 60-75% of display spend will be on programmatic
MediaCom seeing investment going from other areas into Programmatic, not just display
Look at how display has evolved to understand programmatic benefits
The challenges that it has solved makes display performance better
In 2000 advertisers, or agencies on behalf of the advertisers would purchase inventory directly from publishers
Worked fine unless you had a lot of budget in which case the points of sale could become unmanageable
From 2000 to 2005 the internet grew in both users and content
Publishers were unable to sell the increased inventory
First ad network – advertising.com - bought unsold inventory from publishers at lower price
Also created single point of sale
Ad networks packed inventory into aggregated audiences that appealed to advertisers
Sold it on to advertisers making it easier for them to reach their target audiences at greater scale
As number of ad networks increased advertisers used several on each campaign
This led to advertisers buying the same audience multiple times
Resulting in reduction in reach and wastage
There was a need for more efficiency which led to the exchanges – the first of which was right media
Solved 3 main challenges
Reach – millions of websites
Frequency – unifying platform for managing frequency across all partners
One buying point reducing admin issues
EXPLAIN FLOW
Programmatic buyers complete managed service
Each has their own approach
Data sharing benefits with the larger programmatic buyers
Transparency with data and costs is something to consider
Research each and find the most relevant
That was a very brief history of display advertising
Now we will move over to the current landscape
Two main platforms within programmatic from an advertisers perspective
Can be managed service via programmatic buyers
You can build your own tech stack – wouldn’t recommend
Advertisers on left who buy audiences
Publishers in right who sell audiences
Exchanges in the middle where auction takes place
A DSP is a technology platform enabling traders to buy digital media programmatically via a single interface.
It makes smart decisions about campaign delivery depending on the criteria set by the traders.
It can process massive amount of data in near real time.
Examples of this would be AppNexus, Media Math and Turn
GO THROUGH EXAMPLE
A DMP is the brain in data-driven marketing.
It serves as a unifying platform to collect, organize, and activate various data sources…
…to create sophisticated audience segments…
…for targeting and reporting purposes.
GO THROUGH EXAMPLE
Rapid acceleration of market has led to huge array of options
DMP & DSP are most important
Creative optimisation for personalised messaging
Attribution/Verification for ensuring viewability and accountability
Yet again programmatic buyers can manage all of this for you
Unless serious investment don’t build own tech stack
What this rapid acceleration of the market has done however has created a huge array of options which has led to old buying methods becoming redundant in some cases.
Many of you will have seen pictures similar to this before, but it’s a good one to display how complex and fragmented the landscape that we work on is – and that picture is not completely comprehensive as new products and services enter the market.
We as agencies and marketers who are representing clients have a duty to reach their target audiences and in today’s market, that you can see there, a strongly tech assisted approach almost becomes necessary to continuously allow for greatest efficiencies in both buying media and optimising toward whatever performance metric you’re trying to reach.
I would say programmatic is both evolutionary and revolutionary
It has changed the way we plan digital media
Actually with programmatic you don’t buy media
You buy data, or audiences or people
Programmatic however is a wholly consumer centric approach
Audience is put above anything else, which, when you think about simply is absolutely the way it should be
Doesn’t make assumptions based on site or page context.
The audience really is at the heart of your campaign, not the media
Most programmatic solutions have over 200 data points per cookie
Right user, right message regardless of website and context
Moved from buying inventory to buying audiences
Programmatic is about reaching the right users, with the right message, at the right time, regardless of where they are. All regardless of the context.
I mentioned I’d relate back to this slide as I think it’s an important one to explain why the consumer centric approach is the right one and detail just a few of the optimisations that will be made during any campaign.
So starting with users on the left there, there will be a host of optimisations made toward them – which users are converting, completing video views, etc., then finding more of those types of users who will also be likely to interact with that campaign. It might be that your programmatic activity reaches your target audience, but one of the beauties of programmatic is that it can help identify new audiences that you maybe didn’t think were your target audience and this of course can help devise future strategies.
The message is important as users will react to different messages dependent on their state in the decision journey. It might be prospecting activity where a more brand-led message might be more relevant, or it could be someone who has been on-site and abandoned a basket in which case a re-targeting message would be appropriate – perhaps dynamic
Moving on and when speaking of time, although I am including time of day that an ad is served, there are a host of other factors I’m including here. It might be users are particularly resonating with a message on one or two days of the week or over the weekend in which case up-weights would be made toward these. Getting more granular, it also includes ad frequency where programmatic technology will determine the optimal frequency to show an ad to a user. Programmatic will also optimise toward ad recency – so what’s the most efficient time period to display a user with your message before they convert or carry our the required KPI?
Different users will responsive to ads in different locations and on different devices – some will react on the move on a smartphone, others in front of the TV with a tablet an others on a desktop during their lunch break. All this data can be crunched and actionable outputs produced with programmatic activity.
Price is key to programmatic and as it’s bought in a biddable landscape it can fluctuate hugely. A lower cost will be paid for prospecting activity displaying ads to users who have shown some intent, but are not yet hot prospects. Whereas some users may have visited a site a number of times and may have abandoned a basket showing that they are probably very hot prospects, so a higher cost will be paid for this user based on the fact they are deemed a hotter prospect.
Programmatic provides a unique chance for us to address advertising to users based on their individual online habits and behaviour based on data – technology and optimization are absolutely key to this.
Reach
It is now very easy to reach audiences across millions of websites
We can split out reach and optimise by device if required
Frequency
Unified solution for controlling ad frequency
Can be monitored and optimised in real time by line item or strategy.
Viewability
Programmatic allows tracking of who has actually seen the Ad.
This can be fed in real time to ensure that the frequency is actual rather than implied.
Greater Measurement
The level of data and tracking provided by the use of Programmatic enables measurement against:
Audience data
Creative Insight
Monitoring best performing strategies.
Feeding actual not implied data into the Connected Planning cycle.
Effectiveness
Target users based on individual online habits and behaviour
Reduction in wastage improves overall effectiveness
Insights
More data is available for insights
We can understand which audiences perform and those that don’t
Efficiency
The whole process is much more streamlined than it ever has been before
Run through my advice based on some of our experience at MediaCom
I think if you follow these it will help you along your programmatic journey
Won’t have time to go through all of these unfortunately
Concentrate on the most important
Focus on connecting with Consumers
Programmatic is a system of working that demands too much debate
Keep sights on the consumers and KPI’s and not on the jargon
Tech is there to Deliver not to Dictate
Data = People
This is key to determining actual value in Data planning
It is only as good as its application
Keep it clean
Treat delivery of advertising as Moments
Treat delivery of Advertising as Moments
Programmatic Allows us to make them as valuable as possible
Get as much from them as you can
Harness the true potential of targeting and optimisation
Fluid Real-time optimisation is now Viable
Use Swarm Intelligence to generate unseen learnings
Engage the secondary demographic to take the campaign further
Ensure that all informed advertising is personalised where appropriate
Embrace dynamic content optimisation
Report on creative variation
Safeguard against missing out on innovation
Tech partners must be extensible to take advantage of all that is on offer
Always check “integrations” to ensure they do what they say they can
Keep an eye on the future and take advantage of new technologies
Achieve true scale in Audience
Monitor frequency across all partners
Adapt cross device functionality
Cut out wastage
Match macro management with micro execution
Don’t get drawn too far into the detail
Benefit from the potential of the stack by using as much of what is available
Map trends to drive insight
Sing where they can hear you
Be truly agnostic in delivery, remember you are targeting data not inventory
Act on the potential of the insight you have
Follow the data
Don’t miss the opportunity
Establish a set up that allows speed to market
Be always on
Don’t be scared, it takes ten seconds to stop!!
Think outcomes not inputs
Go ahead and give programmatic a try
Quicker and easier to learn by doing it
Know your KPIs and consumers and work to reaching these
Technology is there to deliver results – don’t get hung up on it
Think of every impression as a moment with consumer
How can you make these valuable?
Get the consumer to engage with your brand
Best way to get your message across
Think formats, expanding, video, interaction etc
Use personalised messaging
Very little that can’t be traded on programmatic
Data = People
When you plan using data these are people on the other side
Data should be clean and up-to-date
Good and strong data = high performing campaign
Fluid real-time optimisation will improve performance
Swarm intelligence will enable you to see what works and what doesn’t
Map trends and generate insights
Test targeting your secondary demographic
Remember that context does not matter any longer
Use a test and learn strategy to identify opportunities
Follow what the data tells you
Increase budgets where performance is high
Reduce budgets and refine targeting where performance is low
Programmatic can be very quick to setup and get live
Make sure that you get the basics rights at the start or you may fail
Always on means consistent learning
If things don’t work then pause, analyse, re-evaluate and try again
HOW TV HAS CANGED - CHANGES IN CONSUMER PATTERNS – ESP IN SCOTLAND
CAUSES OF THIS CHANGE - INNOVATION IN THE TV SPACE - HIGHLIGHT CHALLENGES
LOOK AT WHAT MIGHT HAPPEN NEXT.... TOMORROW’S WORLD
OFCOM SHOWS: GROWTH IN BOTH CATCHUP AND SUBS SERVICES
FALL IN USE OF PVRs
AT STV WE SEE “LIVE” HOLDING UP STRONGLY – 1% FALL P.A.
SMALL GROWTH IN VOSDAL (VIEWING ON SAME DAY AS LIVE)
TIME SHIFTING PRETTY STATIC
AT STV - 78% PEOPLE STILL WATCH STV LIVE ON SD
19% IN HD
3% ON “+1”
OLD HABITS DO DIE HARD...
AT PRESENT 87% OF TV IS WATCHED LIVE
PREDICTIONS ON THE FUTURE VARY
ENDERS SAY BY 2020 81% OF TV WILL BE WATCHED LIVE
EBU PREDICTS BY 2020 71% OF TV WILL BE WATCHED LIVE
SO LIVE TV IS HOLDING UP - BUT DEFINTELY A SHIFT...
FOR FOOTBALL 97% IS WATCHED LIVE – 0% TIME SHIFTED
FOR DRAMA - BROADCHURCH 61% LIVE - AND 24% TIME SHIFTED
WE ARE FINDING DIFFERENT CONTENT IS CONSUMED IN DIFFERENT WAYS
WE ARE ALSO SEEING CONTINUED GROWTH IN AWARENESS OF STV PLAYER
HAS BEEN CONSISTENT OVER THE 5-6 YEARS
2ND IN MARKET
TIME SPENT ON MOBILE AND TV
TV HOLDS UP PRETTY WELL
MASSIVE GROWTH IN MOBILE (AS YOU WOULD EXPECT)
CLEARLY HUGE STRUCTURAL CHANGE
AGAIN “TIME SPENT” - PRINT IS OBVIOUSLY IN SEVERE DECLINE
MOBILE IS THE “MEDIA” STAR
KEY POINT
TV IS MONETISED AT THE SAME LEVEL ON MOBILE (SIMILAR OR EVEN HIGHER CPMs)
THIS IS NOT THE CASE FOR PRINT PUBLISHERS
AS WE WITNESS THE SHIFT TO MOBILE - PRINT MEDIA IS BEING HIT PARTICULARLY HARD (DOUBLE WHAMMY !!)
THIS KEY POINT IS ALSO REFLECTED IN THIS SLIDE - TIME SPENT V AD SPEND
BIG DISCREPANCY = PRINT AND MOBILE
PRINT HAS ONLY 4% OF ATTENTION BUT 18% OF SPEND
MOBILE 24% OF ATTENTION - BUT ONLY 8% OF AD SPEND
BASED ON THESE STATS WE WILL CONTINUE TO SEE A BIG SHIFT IN SPEND AWAY FROM PRINT TOWARDS MOBILE
ACCESS TO THE INTERNET AND BROADBAND + ADVANCES IN CONSUMER TECHNOLOGY HAVE LED TO MAJOR CHANGE
HAS RADICALLY CHANGED HOW WE CONSUME CONTENT [NOTE BROADBAND IN SCOTLAND 73% V 80% ACROSS UK]
AS WE HAVE SEEN...
ACCESS TO AND USE OF MOBILE PHONES CONTINUES TO GROW – 100% USAGE UNDER 24
MORE CONTENT CONSUMED ON THE MOVE – INCLUDING VIDEO
GREATER EXPECTATIONS FROM CUSTOMERS
AND THIS WILL CONTINUE (AS POPULATIONS AGE...)
NEW PLATFORMS EMERGING ALL THE TIME
THE STV TEAM ARE CURRENTLY WORKING ON FREEVIEW PLAY – NEXT GEN FREEVIEW
WE NEED TO BE WHERE OUR CUSTOMERS ARE
STV PLAYER IS LIVE ON 11 PLATFORMS AND COUNTING
IS CLEARLY A MAJOR FOCUS FOR TV BUSINESSES
AS WELL AS MANY PLATFORMS - THERE IS ALSO COMPLEXITY AT THE DEVICE LEVEL
THE CHART SHOWS CHALLENGE FACED BY ANDROID DEVELOPERS
OPEN SIGNAL REPORT (AUG 2015) OVER 24,000 DISTINCT ANDROID DEVICES – UP FROM 11,868 IN 2013
AGAIN A MAJOR DEVELOPMENT OVERHEAD FOR ANYONE WORKING ON ANDROID
THERE ARE ALSO … HIGH EXPECATIONS IN TERMS OF QUALITY
STV PRO ACTIVELY MONITORS STREAM QUALITY
NPAW: REDUCE BUFFERING BY 10% = INCREASE REVENUE BY 10%
WE ARE ABLE TO DO THIS - IN PART ....
BECAUSE OF OUR PARTNERS
HOST OF SUPPLIERS - INNOVATING IN THIS SPACE
CALL THEM OUT...
ALSO ABLE TO DO THIS – BECAUSES OF THE TEAM WE HAVE BUILT AT STV
INVESTMENT IN TALENT TO BUILD NATIVE APPS, WEB SITES, SMART TV SERVICES
HIRE PEOPLE WHO THRIVE ON CHANGE
ONE THIRD OF STV STAFF HAVE JOINED IN THE LAST THREE YEARS
GOING TO PICK OUT A FEW THEMES
FROM OFCOM LAST MONTH - USAGE OF SOCIAL
WELSH LEAD THE WAY
SCOTS NOT BIG ON TWITTER OR WHATSAPP FOR SOME REASON
BUT ARE BIG ON FB ...
AND GETTING MORE INTO FACEBOOK ACCORDING TO OFCOM
18% CLAIM FACEBOOK IS LAST APP ADDED TO PHONE
REFLECTED IN OUR OWN FIGURES
4 X GROWTH IN FB FANS IN 2 YEARS
10 X GROWTH IN TWITTER FOLLOWERS
44% OF PAGE VIEWS FROM SOCIAL
1.4M STREAMS ON SOCIAL ON REFERENDUM NIGHT (1,400 CLICK THRUS TO STV)
LIKELY TO CONTINUE – NEED TO SEE VALUE FLOWING BACK FROM FACEBOOK / TWITTER
THE “HYPE” AROUND DATA IS TURNING INTO TANGIBLE BENEFITS
HELPS US SHAPE PRODUCT DEVELOPMENT
TARGET ADVERTISING
TAILOR MESSAGES
EXAMPLE FROM BETFAIR
MESSAGING IS STARTING TO GET PERSONAL
ALISTAIR APPEARS ON SHIRT
EXPECT PERSONALISED VIDEO SOON
ALLOWS HIGH LEVEL OF TARGETING ACROSS THE SKY PLATFORM
DIFFERENT ADS TO DIFFERENT HOUSEHOLDS
AS WITH ALL BROADCASTERS
STV ARE ALSO PUTTING A LOT OF EFFORT INTO CUSTOMER DATA
INTO KNOWING WHO OUR CUSTOMERS ARE
THIS WILL BE CENTRAL TO OUR SUCCESS MOVING FORWARD
1 IN THREE SCOTS NOW SIGNED UP TO SET SERVICES
WE ARE TRIALING GEO TARGETED ADVERTISING IN THE NORTH EAST - 26 ADVERTISERS
LOOKING TO BE AT 50% BY END OF 2016
STARTING TO PERSONALISE STV PLAYER AT USER LEVEL
E.G. - RECOMMENDING SHOWS AT END OF STREAM
BASED ON PREVIOUS BEHAVIOR
ENGAGEMENT IS ONE OF OUR KPIs
STV ARE SYNCHRONISING SERVICES ACROSS PLATFORMS – WITH SSO
BUILDING UP A PICTURE OF BEHAVIOUR
RIGHT NOW WE REACH 92% OF SCOTS EVERY MONTH
AND 55% OF SCOTS USE THREE OR MORE STV SERVICES EVERY MONTH
IN SUMMARY TELEVISON HAS CLEARLY CHANGED
AND INNOVATION WILL CONTINUE TO DRIVE CHANGE
BUT – IN THE END – IT’S STILL TELEVISION
ALTHOUGH HOW WE CONSUME IT HAS CHANGED
AND A KEY MESSAGE FOR ANYONE INVOLVED IN TELEVISION IS THAT - WHATEVER HAPPENS ...
IT WILL BE CRUCIAL TO BUILD STRONG 121 RELATIONSHIPS WITH YOUR CUSTOMERS
AND - FOR THE COMMWERCIAL BROADCASTERS - YOUR ADVERTISERS