What’s Up with
SocialTVA Return to
The Family RoomIMEDIA ENTERTAINMENT
SUMMIT
June 26, 2012
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
INTRODUCING SOCIALTVFor next 15-minutes we’ll cover:
• Definining SocialTV Space• Influences in SocialTV• SocialTV for Entertainment• Thoughts on Engaging A
Fast-Moving Ecosystem• Conclusions
2
#imediasummit #SocialTV
Who?@MARKSILVA
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Defining the SocialTV Space
WHERE DOES IT FIT?• Start with Kawaja’s
Social Lumascape• As with all shifts in
consumer behavior and media, SocialTV is a convergence of a number of other influences, growing sophistication of the Internet Stack and tools along with new technologies, products and services
See Terry Kawaja’s 2012 SF ad:tech keynote at:http://www.youtube.com/watch?v=GPo3qoW1B8g
CAN WE SIMPLIFY IT FURTHER?
• Companies that define their focus on SocialTV discovery or companion apps trying to:• Enable a better TV
Guide, recording and viewing experience
• Make TV more Social
• Analytics and eventually ad delivery
BREAKING DOWN SOCIALTV TO ITS ELEMENTS• Social: Our closest,
most intimate & influential connections
• TV: Scale (2-commas, save the drama); last legal addiction?; about to get even better
SOCIAL TVAudience
Audience+Network
HOW ABOUT A DEFINITION OF SOCIALTV?
“Social television is a general term for
technology that supports communication and
social interaction in either the context of
watching television, or related to TV content.
It also includes the study of television-related
social behavior, devices and networks.”
SIZE OF THE PRIZE?•Gartner: $3 trillion infotainment market by 2015 – Branded Content Opportunity
•Nielsen: 90% smartphone and tablet owners use them while watching TV
SOURCE:
GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECK
Source: Digital Ministry: http://digitalministry.com/UK/articles/1397/The+future+of+TV+is+social+and+the+revolution+is+coming+%21/1
GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECK
Source: Ann-Marie Roussel 2012: http://www.edgeofdigitalculture.com/2012/06/05/the-social-tv-puzzle-infographic/
GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECK
Source: TrendRR, Wireset, AdAge 2012: http://adage.com/article/trending-topics/a-snapshot-exploding-social-tv-ecosystem/234926/
GRATUITOUS INFOGRAPHX FOR YOUR NEXT SOCIALTV DECK
Source: TrendRR, Wireset, AdAge 2012: http://adage.com/article/trending-topics/a-snapshot-exploding-social-tv-ecosystem/234926/
10%
20%
70%
Acquire Obscure Breakout
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
What we want it to beVisual, Motion & Voice Input, Augmented Reality, Info Symmetry
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
What it’s like todayVisual, Motion & Voice Input, Augmented Reality, Info Symmetry
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Influences for SocialTV
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
DEFINING INFLUENCES ON SOCIALTV• Adoption of smart phones, tablets and smart TVs• Mass reach and engagement of Social Media• Installed SocialTV consumers• Amount of new second-screen applications and smart TV platforms• Consolidation and emergence of dominant second-screen
experiences• Correlation of SocialTV metrics to ratings and revenues• Level of investment in startups, new companies• Integration of social into TV program
Source: TrendRR, Wireset
INNOVATION AROUND THE BOX• When broadband hit
50%, YouTube happened
• When smartphones hit 50%: Instagram
• When is SocialTV’s tipping point moment and what is the new behavior/device enabler that will win?
Fast, Faster, Fastest Device Adoption
Source: Apple, Mary Meeker, KPCB
Source: Nielsen Q3 2011 Connected Device Report, Jason Calacanis post “Cuddle Up Medium”
CUDDLE UP MEDIUM
FITS-IN MEDIUM
Source: Nielsen Q3 2011 Connected Device Report
89%82%80%
76%47%
39%43%
49%
DEVICE ADOPTION
• Just as mobility drove adoption and utility for phone subscription revenues we anticipate SocialTV to drive accretive revenues for the entire food chain
SocialTV: An Accretive Opportunity
Source: Apple, Mary Meeker, KPCB
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SocialTV forEntertainment
REAL, REAL-TIME ANALYTICS
Source: Kara Swisher, AllThingsD
When the show airs on the East Coast, and we’re on the West Coast, we hit Twitter, and watch people
watching the show and basically in real time,
laughing on Twitter. We get instant feedback
about which lines work.Stephen Levitan, Modern Family
VISIBLY ENGAGED AUDIENCES GATHERING AROUND TV CONTENT• Economics and
results of a Fan Page are hard to debate with Entertainment
• Built-in infrastructure and audiences
4,593,467 Likes49,467 talking
about this
TV DOLLARS TO DIGITAL DIMES TO MOBILE PENNIES• By most measures the
hyper- accuracy, timeliness, locality and context of Mobile are driving growth and relevance, but at the cost of CPMs
• Good news: more effective for marketers
Adjusting to New Currency
Source: Apple, Mary Meeker, KPCB
ARPU=SILVER LINING IN NEW PLATFORM FUNDING• Good news found in
mobile-centric society, Japan w/Gree & Cyberagent showing rapid growth in mobile ARPU in past few quarters
Growth in Mobile-Centric Societies
Sources: Mary Meeker, KPCB, Morgan Stanley, Gree & CyberAgent
“IT’S LIKE THE INTERNET WITH MORE ZEROES” DAVE MORGAN, CEO, SIMULMEDIA@DAVEMORGANNYC
• Internet comprises <20% of US ad spend
• TV still dominant medium for spending
• Argument goes: TV is the “scale solution,” with social it is also the smart-buy
0
50
100
150
200
US Media 2011
IAB/PwC Kantar MagnaInternet
$171
,700,0
00
2011 US Ad Spending
$144
,000,0
00
$162
,000,0
00
$31,7
00,00
0
WHAT BRANDS EMBRACE THE DIGITAL AGE BEST?• Retail, Financial
Services, Telecom, Automotive, Computing and Travel have all transformed business models with digital
• Growth opportunity great in CPG, Media and Entertainment
Top Internet Ad Categories
Source: IAB/PwC 2012
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Engaging the Ecosystem
WHY BIG BRANDS ARE SETTING UP SHOP, INVESTING, ACQUIRING AND COMING TO THE VALLEY
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CURRENT STATE
Capital
TechnologyAgency
Marketer
Well Established Value-Creating Relationships
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
THE GEEKOSYSTEM
Defining and Developing A Value-Creating Ecosystem
At the center of this thesis
• Sum of parts, not one player
• Defining the intersection will generate disproportionate value
• Technology will outstrip other elements in ecosystem for wealth, value and cultural capital generation
• Consider new compensation, organizational structure, service and role definitions
BIG BRAND ACQUISITION EXAMPLES:
Walmart:• Kosmix• Grabble• Set Direction• One Riot
The Walt Disney Co:• Playdom• Club Pinguin• Tapulous
BIG BRAND INVESTMENT EXAMPLES:
PepsiCo and Unilever:• Physic Ventures• Yummly
American Express• Establishes $100m
fund for payments
BIG BRANDS SETTING UP SHOP IN THE VALLEY:
Anheuser-Busch/InBev• Beer Garage
Best BuyProctor & Gamble
A NEW WAY TO LOOK AT MEDIA BUYING AND PARTNERS:
SCALE+ ADAPTIVE+ ADVISORY+ PARTNERS+ STRATEGIC+ VALIDATION
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
CHANGE IS EVENT DRIVEN
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Huge Thanks to The SocialTV Ecosystem
Adam BroitmanCirc.Us
Adam BurgDigit
Mark GhuneimTrendRR, Wireset
Lori SchwartzWorld of Schwartz
Thank you. Let’s Make Stuff Happen.
ANTHEM WORLDWIDE77 Maiden LaneFourth FloorSan Francisco, CA 94108
digital.anthemww.com@anthemwwFacebook: Anthem
@MarkSilva on Twitter, LinkedIn & Facebook+RealMarkSilva on Google & Skype
Awesome compendium of links for the space:
http://bit.ly/SocialTeeVee
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