Connected TV
Current beliefs and expectations
What’s What
TV
Pay TV
Free TV
Connected
TV
Companion
Device
OTT
Mobile
IPTV
Laptop
Tablet
Good News
Overall broadcast
consumption will
increase
but SOV by device will
change.
General Principles
Content is King
On Demand could be
the killer app
Discovery is key
Connected TV – What’s happening
70% of TV’s shipped in
2016 will be
connected - IMS
Manufacturers
want rev share
It may become
cheaper to deliver via
internet
Connected TV - Challenges
Internet penetration – 69% of TV homes
Broadband speed – 13% of Irish homes
exceed 10mbps
Lack of standards - but this is
changing
Common belief is that people do not connect their TV
ES question on this in next survey
Content is too difficult to find.
Companion/2nd screen
“Sitting with a smart phone, tablet or laptop Watching live TV and interacting with
it.”
Common beliefs:
•Main viewing will be on the main screen
•Engagement/interactivity on 2nd screen
•Shout out TV and wow tv (documentaries) shows work best for 2nd screen.
•Sport and drama too engaging to attract people to 2nd screen at time of viewing.
•TV’s are the dramatic hd screens – communal viewing on TV
•Personal viewing on 2nd screen – will 2nd screen replace 2nd TV?
•From TAM+ we know that 39% of viewers use internet while viewing
Companion Screen – Success Drivers
Discoverers
Trusted
authority
Social
Software
recommended
Engaging
Must keep viewer engaged while watching
– social, entertaining, interactive
Program
Specific
Expensive and short lived
but most popular – BBC
introducing one for On
Demand in Sept.
The Advertisers View
•Big brands happy with current model – TV is passive - it works
•Connected TV can give an extra layer.
•ITV and Sky with adsmart working on new offerings this is welcomed
•Ad Offering from connected, second screen and EPG needs to be simple
•Ads have to be a television experience not an online one
•On demand offers biggest opportunity
•Belief that it will divert money and bring new advertisers into TV space.
•Off peak times are where the openings lie for connected and companion TV
•When measurement is in place then money will begin to be put in.