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The New Face of Television

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THE NEW FACE OF TELEVISION @DeanDonaldson A make-over or reconstruction of an industry in motion. @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 1


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8.7Bn Connected devices in 2012 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Source: Morgan Stanley / Cisco 2


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75Bn Connected devices by 2020 (Average 10 devices per person on planet!) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Source: Morgan Stanley / Cisco 2


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Multifaceted Adaptive m Progressive Dynamic Adjective: • Having many sides • Having many different aspects or features @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 3


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Experiencing it Live @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 4


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$4M @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 5


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100% TV Ads in @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 5


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ns lcoon lai ti ir m 8l inte 4cia ~so @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved source: Mashable, USATODAY 6


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2015 Global Mobile TV $264m @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 7


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5 years ago? vs @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 8


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5 years from now @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved ? 9


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Focus on “video” @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 10


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OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 11


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Average 65 year old 14 Years watching video content during lifetime @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 12


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c 8M @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved er tev ha er w ev en h w er ev er h w 13


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 14


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 14


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TVE 2014 Content Rights Largest hindrance to uptake of TV Everywhere @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 15


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XXII Winter Olympics Auto Verification capabilities Rights acquisitions negotiations Reduce Friction @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 16


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Facing Facts Progressive @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 17


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TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 18


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“ The new broadband population in certain countries prefer PCs over TVs for watching their video content. ” @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 19


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Video is everywhere @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 20


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 21


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10 years 5 years @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 21


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 21


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 21


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Connected TV 91% Internet Traffic will be video by 2014 (It made up about 40% in 2012!!) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 22


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Global Shipments 900m 172m @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Source: IDC 23


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Global Shipments >1bn mobile devices in 2013 alone that are video enabled PC Shipments DOWN 13.9%! @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Source: IDC 23


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28% smartphone owners now own a tablet @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 24


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40% all Americans now own a tablet @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 24


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50% Tablet users watch video content @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 25


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Tablets overtake PC Christmas 2013 Tablet Other Connected TV SmartPhone PC @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 26


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watch & cook @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 27


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Truly Portable TV 63% tablet video is 
 watched at home @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 28


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Truly Portable TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 28


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9%?! iping? sw What are you wiping? @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 29


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new traditional old media @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 30


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lean back | forwards off on TV | PC @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 31


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lean back | forwards off on TV | PC @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 31


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mass media @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 32


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 33


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active engagement @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 33


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? lean back @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 34


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lean forwards? @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 35


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social interaction @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 36


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History of Innovation @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 37


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 38


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 39


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 40


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 41


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 42


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Two Views, One TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 43


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 44


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3DTV 2015 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 44


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@DeanDonaldson | http://NothingToHide.Us © 2012 Digital GenerationAll Rights Reserved reserved. © 2013 DeanDonaldson.com | Inc. All rights 45


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do you ‘mind’? @DeanDonaldson | http://NothingToHide.Us © 2012 Digital GenerationAll Rights Reserved reserved. © 2013 DeanDonaldson.com | Inc. All rights 45


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Screens are Getting Bigger 4K Ultra High Definition (UHD) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 46


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16x More resolution than HDTV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 47


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TV Comparison Guide 4320p 8K UHD 33.2 MegaPixels 2160p 4K UHD 8.3 MegaPixels 1080p HD 2.1 MegaPixels SD @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 48


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1979 2001 AUDIO VISUAL 2012 2006 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 49


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2014 AUDIO VISUAL @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 49


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4K Public Debut @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 50


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Most Hi-Tech World Cup @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 51


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 52


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 52


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4K 20Mbps streams to R&D @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 53


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 54


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Most Hi-Def Event? ULTRA @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 55


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 56


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HIGH DEFINITION MULTIMEDIA INTERFACE 60 FPS 120p UHDTV replace PAL / NTSC @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 57


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HVEC (High Efficiency Video Coding) MPEG 2 8K + 4G TV 50% Bit Rate Saving Target H.264 AVC Online 50% Bit Rate Saving Target H.265 HEVC Digital • MPEG 2 = TV vs H.264 = Online • H.265 HEVC = ALL Digital (TV, PC & Mobile) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 58


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“TV or Live Stream?” Robin Wright – Best Actress in a Drama, Golden Globes ULTRA FEBRUARY 2014 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 59


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What is TV? @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 60


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 60


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved ...continuous play 60


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Cast Away Cloud content synced to device @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 61


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Consumption Shift of 1st Screen Game Consoles DVD DVR Live TV Live TV on slow decline DVR significantly increasing Game Console streams overtaking DVD @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Source: Nielsen 62


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21% bought a new TV in the last year @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Leichtman Research Group 63


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38% TVs in US homes are now ‘connected’
 (either direct, via BluRay or Game Console) @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Leichtman Research Group 63


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US Smart vs Connected TV 2x Smart TV 2018 26.4% 12.1% 58.2% Connected TV 24% Smart TV Connected TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 2014 Source: 06/14 eMarketer 64


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Evolution content + apps + ads @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 65


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 66


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Apps. On your television. @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved smart 67


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Apps @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 68


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Apps 2011 = 30% 2015 = 90% @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 68


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 69


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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.” @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 70


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TV is a geography. A place. A function. It is not just a box in the corner of the room. @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 71


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Face Forward Adaptive @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 72


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“The television industry … pretty much undermines innovation in the sector. The only way this is going to change is if you start from scratch, tear up the box, redesign, and get it to the consumer in a way that they want to buy it.” Steve Jobs, All Things Digital Conference, July 2010 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 73


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Per year, cable channels the average US home receives: 130 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 74


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Per year, cable channels the average US home watches: 18 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 74


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86% of available channels are never actually watched... Channel Surfing is DEAD! @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 74


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£75 D per month for huge waste = consumers are ‘cord-cutting’ @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 75


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Average EU Consumer 5:09 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 76


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Average Digital Native 18-24 3:30 0:49 web | 0:20 mobile ‘cord-shavers’ vs ‘cord-nevers’ @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 76


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TV @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 76


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Modern Family Viewing • 95% watch DVR content within 3 days to keep in sync • Online viewing is 3x due to missed not free content ABC Q4 2011 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 77


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10% now watch video online weekly @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Leichtman Research Group / Deloitte 78


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9% cut their cable subscription @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Leichtman Research Group / Deloitte 78


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Free-to-view Over-The-Top (OTT) The delivery of video, via the internet, directly to user(s) connected devices. ADVERTISING IS THE ONLY ANSWER @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved International TV Org, 2010 79


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DIRECT 2 1 MOBILE OPERATOR NETWORKS @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 80


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DIRECT Cost Speed Complexity 1 MOBILE OPERATOR ALWAYS ON @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 2 NETWORKS Flexibility 80


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DIRECT TRUE Rich Media Experience 1 2 MOBILE OPERATOR NETWORKS @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Data Plans 80


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2Mbs @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 81


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100Mbs Download a HD movie in under 5 mins!! @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 81


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ONLINE VIDEO WEB TV 2 Terrestrial / Cable Satellite / Internet 1 IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 82


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ONLINE VIDEO WEB TV Closed Controlled Proprietary 2 Terrestrial / Cable Satellite / Internet 1 IPTV / TVE PREMIUM @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved LINEAR BROADCAST 
 MANAGED NETWORK Content 82


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ONLINE VIDEO WEB TV Disruptive $M’s Original Programming 2 Terrestrial / Cable Satellite / Internet 1 IPTV / TVE LINEAR BROADCAST 
 MANAGED NETWORK @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Unbundle 82


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Exceed Existing Deals 1 Distribution Rights Money Upfront 2 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 83


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Exceed Existing Deals 1 Distribution Rights Money Upfront 2 Solid User Base Own Infrastructure Quad-play Deals @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 83


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Exceed Existing Deals LOCK via OS 1 Distribution Rights Money Upfront iTV 2 Solid User Base Own Infrastructure Quad-play Deals @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 83


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Exceed Existing Deals LOCK via OS 1 Distribution Rights Money Upfront iTV 2 Solid User Base Own Infrastructure Quad-play Deals @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 83


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Cloud-based TV Service @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 84


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Cloud-based TV Service Can Sony’s Virtual Cable Service succeed where Intel failed? END!! @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 84


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Cloud-based TV Service Can Sony’s Virtual Cable Service succeed where Intel failed? @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 84


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Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 85


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Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 85


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Everyone wants to do Everything Creation Aggregation Distribution Consumption Rights Holders Content Creators Rights Dealers Program Packagers Network Operators Access Providers Device Manufacturers End Users @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 85


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STREAMING ON A DEVICE NEAR YOU Co-financing High Profile Shows @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 86


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The S-Curve of Inventory Private Marketplace, RON Upfront S Surplus Non-Premium (Inventory) $$$ $$$$ $ $$ Exchange / Network Buy Short Form Shortage Premium Direct Buy Long Form @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 87


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2014: TVE to add $10Bn pa Advertising Traditional TV TVE Online Video SUBSCRIPTION SUBSCRIPTION SUBSCRIPTION ADVERTISING ADVERTISING $85Bn $1.7Bn $?? ADVERTISING $80Bn $10Bn $3.1Bn @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved NA revenues (content owners) 88


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Effect of TV Everywhere (TVE) in US $BN TV Advertising TV Subscription TVE MultiChannel 11.3 107.4 5.3 95.5 46% 85 51.5% 80 48.5% 140 104 54% • TV advertising will grow by $12BN annually • Subscription rises 3-5% pa + additional 1-3% via TVE @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Needham 89


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Connected TV 85% Interested in Ad Opportunities @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Leichtman Research Group 90


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Face Off Dynamic @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 91


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the revolution will not be televised @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 92


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the revolution will not be televised ...it will be social @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 92


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x2 we spend eating 2.7hrs socializing per day @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 93


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“ It took 50 years 
 for TV to build the audience social media has in five ” @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 94


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 95


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1.26 Bn Active users 4.75 Bn 15.8% Time Online Items Shared Daily @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 96


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TV x Twitter @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 97


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TV x Twitter @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Mapping the TV Genome 97


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Quality & Engagement @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 98


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Ordered on mobile Read reviews Saw product on TV Searched online Visited shop touchpoints @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 99


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TV combined with online's targeting and measurement capabilities. @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved r 100


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 101


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accurate ) )) audience measurement €$£ @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 102


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The Programmatic Bottom-Feeder @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 103


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Allergy Across America @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 104


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Right Place Los  Angeles,  CA Sacramento,  CA San  Fran/Oakland Seattle/Tacoma Cleveland,  OH Salt  Lake  City,  UT San  Diego,  CA Phoenix/Tucson Denver,  CO Miami/Ft  Lauderdale Houston,  TX New  York Boston,  MA Portland,  OR Chicago,  IL Atlanta,  GA Orlando,  FL Dallas/Ft  Worth Baltimore/Washington Minneapolis/St  Paul Buffalo/Rochester Albany,  NY Tampa/St  Petersburg Charlotte,  NC Pittsburgh,  PA Philadelphia,  PA Indianapolis,  IN South  Carolina Columbus,  OH Grand  Rapids,  MI Roanoke,  VA Detroit,  MI West  Tex/New  Mex Omaha,  NE Raleigh/Greensboro New  England St.  Louis,  MO Nashville,  TN Kansas  City,  KS Cincinnati/Dayton Richmond/Norfolk New  Orleans/Mobile Milwaukee,  WI Toledo Peoria/Springfield Hartford/Springfield Louisville,  KY Jacksonville,  FL Knoxville Birmingham/Montgom Harrisburg/Scranton Cost-Ineffective Markets Cost-Effective Markets @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 105


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Right Time Average Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Late Spring Season 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 19 20 21 22 23 24 25 26 27 28 29 30 Early Spring Season 1 2 3 4 5 6 7 8 Allergy Season 9 10 11 12 13 14 15 Local Media Fixed 16 17 18 Local Media Programmatic National Media @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 106


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Right Ad Upfront National vs Local Programmatic @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 107


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Modern Family Viewing 88% use SmartPhone or Tablet whilst watching TV DAILY @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 108


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Dual Screen Activities What are Tablet and SmartPhone Users doing whilst watching TV? @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 109


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25% Consumers go online after seeing TV ad @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 110


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Second Screen 280M TV Apps downloaded in 2012 @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 111


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X-Ray Second Screen Content Sync @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 112


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automatic ACR content recognition @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 113


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© 2013 DeanDonaldson.com | All Rights Reserved 114


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© 2013 DeanDonaldson.com | All Rights Reserved 114


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 115


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ACR in Practice FingerPrinting: Header additional to file - can be altered if want WaterMarking: Ingested within the file - can’t be removed later ID Content AA AA-01 ID Content AA-02 AA-03 AA-04 BB BB-01 BB-02 TIMELINE 00:00 00:04 New Ad Update Ad Honda Character 1 00:09 Update Ad Character 2 00:16 Update Ad Character 3 00:22 00:30 00:32 00:44 Update Ad New Ad Update Ad Update Character 4 McDonalds Happy Meal Big Mac @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 116


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BlueTooth 2-way Audio Comms Visual WiFi NFC @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved ? 117


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+ 150k + 50k 1M+ + 50k €$£ + 150k + 100k App + 50k + 150k + 250k + 50k @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 128


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Retarget HD Ad 10% off Interact Retarget Purchase 5% off @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 129


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 130


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Sales Lift Doubles x2 Multiscreen video vs pure TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved Wall Street Journal 131


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@DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 132


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Le Fin @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 133


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Thanks. Your turn @DeanDonaldson @DeanDonaldson | http://NothingToHide.Us © 2013 DeanDonaldson.com | All Rights Reserved 134


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