TV IS DIGITAL HbbTV Platform and Advertising Products Aisha Petter and Heinrich von Hoessle
ProSiebenSat.1 Media SE | October 18th, 2016
| October 14, 2015 Page 1 FURTHER INVESTMENT IN CONTENT + PLATFORM
Relaunch and TV campaign December 2016
More content, votings and games
Contextual content and look & feel
| October 14, 2015 Page 2 Red button positioning: Enhanced TV ON the TV
Entertainment and TV content Information and services
Mediacenter Breaking news Full experience on your TV screen
Instant re-start Entertainment and information VIP news directly on your 1st screen without media break
EPG Commerce
| October 14, 2015 Format specials Interactions Sweepstakes/casual games Page| Page3 3 The heart of red button: contextual content and look&feel
Structured content Profiled person
Demographics
Location Düsseldorf, NRW Moment Abends nach der Arbeit Metadaten: Sie schaut GNTM auf Pro7 Format: Live Spezial 20:35 Uhr Stimmung: Highlight Time of the day Sendezeit: 20:15-22:45 Aktuelle Zeit: 20:35, Kandidatenvorstellung Genre, Format Location: NY City Time of the day & Brand Kategorie: Mode, Casting Target Group: GNTM Fans Genre, Format & Brand Demographics
| October 14, 2015 Page| Page4 4 New platform: focus on additional business
Fitting Content to program
Additional business: ecommerce, games
Strong magazine to create habit
| October 14, 2015 Page| Page5 5 Bring more viewers on platform: New SwitchIn Design
| October 14, 2015 Page| Page6 6 Outlook: Synchronisation red button and Second Screen with HbbTV 2.0
Timing: mid 2017
• 2nd Screen as Remote Control • Start watching on mobile and finish on 1st screen • Start watching on 1st screen and finish on mobile • Content discovery mobile and watch on 1st screen • Mobile notifications • Easy registration on 2nd screen • Interactions: votings, polls etc. • Ecommerce on 2nd screen
| Page 7 + Advertising
| October 14, 2015 Page| Page8 8 Addressable TV = Digital revolution on TV
Adserver connection
1-1 communication
Interactive applications
| October 14, 2015 Page 9 Addressable TV is reality
connected Smart TVs viewers in households
| October 14, 2015 Page 10 Attractive topic for the advertising market
| October 14, 2015 Page 11 2 segments for ad campaigns
ADD-ON FOR TV COMMERCIALS DIGITAL ONLY BRANDED RED BUTTON SWITCHIN
Burger King TK MAXX Peugeot Telekom
Mobilcom Debitel Opel Opel (Freestyle) Opel (Animated XXL)
GNTM Sponsoring
Branded Entertainment | October 14, 2015 Page 12 SwitchIn XXL case Opel
| October 14, 2015 Page 13 320 mio. contacts monthly
The Big Bang Theory Criminal Minds Blue Bloods Grey‘s Anatomy Die Simpsons Scorpion Elementary The Goodwife Germany‘s next Topmodel Navy CIS L.A Without a Trace Sex and the City Two and a half Men Profiling Paris The Mentalist Emergency Room Mike & Molly Promi Big Brother Body of Proof Devious Maids 2 Broke Girls The Voice of Germany Cold Case Vampire Diaries Supergirl Castle Medium Tattoo Shockers – Las Vegas Galileo SAT.1 Frühstücksfernsehen Abenteuer Leben Sweet & Easy – Enie backt red! K11 24 Hart of Dixie
Over 320m SwitchIn Contacts / Month
Source: SevenOne Media, July 2016 | October 14, 2015 Page 14 Targeting age / gender based on AGF panel data
Adults Female Male E 14-29 F 14-29 MM 1414--2929 E 18-39 F 18-39 The BigM Bang18-39 Theory The Flash Emergency Room E 18-49 F 18-49 Two andM 18 a -half49 Men Numb3ers One Tree Hill Vampire Diaries Full House Private Practice Malcom Mittendrin Without a Trace Die Simpsons Castle Futurama Grey's Anatomy Quantico Mike & Molly … … M 18-39
F 18-49 M 18-49
Base: Affinity Index AGF of TV formats | October 14, 2015 Page 15 Weather targeting
*example
Many use cases: Cinema | Illness/Cold | Running | Outdoor | BBQ | Snow tires …
| October 14, 2015 Page 16 Mehr kreative Möglichkeiten mit SwitchIn
New SwitchIn Freestyle layout
| October 14, 2015 Page 17 SwitchIn family
2.+3. Contact Classic 1. Contact XXL
SwitchIn SwitchIn SwitchIn
Standard Playout TV Brand • AGF target groups • Individual
Targeting Geo/Regio • Time • Weather AddOn
| October 14, 2015 Page 18 Programmatic TV via P7S1 adtech stack
Programmatic Booking and Execution
Dynamic Content (e.g. Regional Campaigns)
Programmatic Guaranteed Model
First Mover SSP DSP
| October 14, 2015 Page 19 Advertising summary
• • • • 320 m Contacts / Month
• • • • •
| October 14, 2015 Page 20