Putting the me in tomorrow s media experience

Transcription

1 Putting the me in tomorrow s media experience, BBC Niko Waesche, Global Industry Lead, Media & Entertainment, GfK GfK October 13, 2015 #FCSummit15 1

2 Consumers make their own digital journeys They spend five hours researching the purchase of an airline ticket Intensely used, greater importance during search process Less used, minor importance during search process More transaction of frequency between two sub-categories Less transaction of frequency between two sub-categories Consumers are willing to spend nearly five hours buying a flight ticket Source: GfK purchase journey in Hong Kong GfK October 13, 2015 #FCSummit15 2

3 Tomorrow s media experience will be similarly driven by consumer interests not a linear programme sequence A set of skinny packages substitutes the one big cable subscription Amazon NOW TV Netflix Dogus Turkish Drama Facebook YouTube GfK October 13, 2015 #FCSummit15 3

4 SVOD and AVOD services have been growing rapidly in the UK, to the detriment of traditional media services Compared to 6 months ago, users of SVOD and Catch-Up services are watching more on these platforms, at the expense of both traditional physical products as well as live, scheduled TV. On-Demand streaming services that you pay a subscription to receive On-Demand SVOD services 19% 17% Free TV Catch-up or On-Demand Free TV Catch-up or On-Demand 10% 22% On-Demand free as part of Pay TV On-Demand offered free as part of your Pay TV package Recorded or time-shifted content Other sources Free online video Scheduled/Live content Recorded or time shifted content Other sources Free online video Scheduled / Live content Pay-per-view on demand service DVD or Blu-ray Paid-for download to own Pay per view (rental) video on demand services DVD or Blu-ray disc you own/have rented Paid for download to own video content 7% 5% 3% 3% 8% 8% 13% 10% 5% 11% 12% 7% 15% 23% 21% 15% Watching a lot more than before Watching a little more than before F_CHABBITS To what extent are you watching/using more or less of the following now, compared to 6 months ago? Base: All using each service GfK October 13, 2015 #FCSummit15 4

5 For many of us there seems to be too much unconnected data Big data, big confusion Social Trends Privacy concerns Makers movement Mobile as dominant screen for everything Robots become part of our lives Brands as experiences Real time bidding Brand web site visits and impressions Mobile app data Data Sources Ever increasing personalisation Everything is connected Sales and CRM data Gaming merging with entertainment Rise of collaborative/sharing economy TV reach stats Jonathan Hall, Top 10 Trends to Emerge from SXSW 2014, Huffington Post, GfK October 13, 2015 #FCSummit15 5

6 Many companies have data stuck in silos GfK October 13, 2015 #FCSummit15 6

7 Data is the key to creating value and competing in all parts of the media value chain Advantage from data in media Revenue growth Reduced costs Audience experience Improved ad targeting Churn reduction Content licensing/ creation Locational relevance Content discovery personalisation Cross selling/ ecommerce Targeted promotions GfK October 13, 2015 #FCSummit15 7

8 However, different types of players are competing for consumer data advantage The battle for consumer data Digital platforms ecommerce giants Subscription entertainment Programmatic/ data collectors Consumer brands with in house DMPs/ DSPs Snapchat Google Facebook Apple Twitter Amazon Zalando Spotify Netflix Radium one Bluekai Axiom Deutsche Telekom P&G Kellogg s Cross-device Profiles Preferences Location GfK October 13, 2015 #FCSummit15 8

9 And the gloves are off Fighting for the data advantage Apple allows ad blockers on ios Amazon removes Chromecast and Apple TV from its shop Facebook publisher ecosystem and ad network Data collectors tapping into location based data Google launches Android TV Apple re-launches Apple TV GfK October 13, 2015 #FCSummit15 9

10 Programmatic is complex, fast moving and not for the light hearted Source: Lumascape. GfK October 13, 2015 #FCSummit15 10

11 Powerful matching technologies are being combined requiring significant investments Matching is becoming smarter than ever before Preferences/ recommedations Predictive Data gamification Real-time environments Location based Illustration and quote: Alexis C. Madrigal, "How Netflix Reverse Engineered Hollywood," The Atlantic, ; Website eharmony UK, Equinix data center, Cathy Boyle, emarketer Top Trends, , Tinder. GfK October 13, 2015 #FCSummit15 11

12 Matching technologies and data are important beyond the media industry John Battelle argues that what is adtech today will evolve into a far more encompassing platform for personalised processing of transactions Walk into a retail store Sit down at a steering wheel Enter a doctor s office Today's example: Seven Eleven savings app for stores Today's example: Via Michelin guide to restaurants and hotels Today's example: MyFitnessPal food logging and exercise tracker Source: John Battelle, "Why the banner AD is heroic, and adtech is our greatest artifact," November 17th See also: K. N. C., "The backlash against big data," The Economist, Apr 20th 2014 GfK October 13, 2015 #FCSummit15 12

13 There is a consumer backlash against the use of personal data Ad blockers and the Customer Commons movement Use of ad blockers (%) Belgium USA UK Sweden Germany Poland Greece 0% 10% 20% 30% 40% GfK October 13, 2015 #FCSummit15 13

14 There are three possible trajectories that transaction platforms could develop into Three trajectories for personalised transaction platforms 1 Customer Commons 2 Data Fortresses 3 The Wild West Source: Creative Commons illustration from an online course of Barbara Buchegger and Christian Nosko. Fortress from Dragoart GfK October 13, 2015 #FCSummit15 14

15 In the end, the consumer will decide where to turn the dial Consumer choice and personal data Maximum convenience Minimum convenience Minimum privacy and security Maximum privacy and security GfK October 13, 2015 #FCSummit15 15

16 A new BBC for a new digital audience

17 97% UK population 150m Times a day 308m People globally A new BBC for a new digital audience

18 A new BBC for a new digital audience

19 A new BBC for a new digital audience

20 Hours per head per week Erosion of reach and time spent with linear TV and radio Born in 1980 (Now age 34) Born in 1985 (Now age 29) Born in 1990 (Now age 24) Born in 1995 (Now age 19) Born in 2000 (Now age 14) Born in 2005 (Now age 9) All data points are based on BARB Q to Q (Q (exc. Wk 53). Total Television, whole day, Mon-Sun. Source: BARB/TRP A new BBC for a new digital audience

21 A new BBC for a new digital audience

22 A new BBC for a new digital audience

23 A new BBC for a new digital audience

24 LISTEN AUDIO DOWNLOADS ON-DEMAND AUDIO ,959 FACEBOOK FANS SHARE LIVE AUDIO 1,965 2,163 TWITTER FOLLOWERS MOBILE UBs 1,749 WEEKLY REACH 11, ON DEMAND VIDEO COMPUTER UBs 1,799 2,187 2,557 TABLET 642 UBs 4,227 YOUTUBE SUBSCRIBERS YOUTUBE VIEWS INTERACT AVERAGE WEEKLY UBs WATCH A new BBC for a new digital audience

25 Peter Kay s Car Share 10+m On multiple platforms A new BBC for a new digital audience

26 Digital First A new BBC for a new digital audience

27 This makes the BBC integral to the UK population s everyday lives 07:45 08:00 08:15 09:00 09:15-12:00 13: m start the day with BBC Radio 500,000 browsers check the BBC Weather site 3.8m watch BBC Breakfast 2.0m browsers access BBC Online 4.8m listen to BBC Radio 2 2.2m browsers access BBC Online 3.4m watch the BBC One o clock News 15:45 17:00 17:15 18:00 18:30 18:45 On weekday afternoons: 300,000 children watch CBBC On Saturday pm in the football season: Z3.1m listen to 5Live or BBC Local Radio; 2.8m browsers check BBC Sport site 7.0m listen to BBC Radio Drivetime 3.4m watch Pointless on BBC One 6.0m watch the BBC Six o clock News 6.6m watch BBC Regional News 19:00 19:30-22:00 22:00 23:00 300,000 under 7s get ready for bed with CBeebies Bedtime Hour 1.2m tune into The Archers on Radio m turn on to BBC TV 6.1m watch the BBC Ten o clock News 500,000 BBC iplayer requests Z A new BBC for a new digital audience

28 BARB s new TV Player Report A new BBC for a new digital audience

29 Components of a New System Electronic measurement of behaviour Data acquisition and transformation Data integration calibration, fusion Measurement framework reflecting BBC KPIs A new BBC for a new digital audience

30 A new BBC for a new digital audience

31 A new BBC for a new digital audience

32 The Audience Promise Yuri Samoilov via Flickr A new BBC for a new digital audience

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34 A new BBC for a new digital audience