A prophets view on the nearby future of TV: connected TV. How television becomes smart and connected by adding computer & internet features. Presentation by Björn Joos, partner at prophets.

1. Future of Interactive TV
Björn Joos - Prophets

2. So far, TV has gone through an evolution

3. Recently, TV has partnered with online devices for SOCIAL
and REALTIME experiences

19. We make our TV’s SMARTER by adding set-top boxes

20. But this evolution has reached his limits, we are facing a
revolution – SMART TV / CONNECTED TV

21. The operating system moves from outside the TV,
to inside the TV

22. content & applications
tv everywhere
personalisation
social
advertising & t-commerce
What difference will it make?

23. Real time apps /content linked to TV programs

24. Real time apps /content linked to TV commercials

25. Walled gardens will be torn down
 move towards an open environment
 video on demand
 new content providers – vertical integration

26. Now it’s personal - content streams based on algorithms provided by
personal viewing behavior, friends and likeminded people

28. The more TV gets personal
The more TV will become social
The viewer paradox

29. + 192.168.1.50 +
TV was a social medium
TV will again become a social medium

33. + 192.168.1.50 @ddress
+
Taking it one step further…

34. Step1: traditional broadcasting + online extensions
conversational advertising: commercials ignite the conversation

35. Step2: traditional broadcasting + online extensions
transactional advertising: commercials ignite T-commerce

36. Step3: Video on demand + targeted advertising
Endorsed selling: Amazon VOD + online offers

37. Step4: online broadcasting + targeted advertising
aggregators offer ads linked to viewing / surfing behavior

38. Cost of commercials Cost of commercials
based on expectations Based on effective viewing or
(audimetrie) action
(CPM / CPC / CPL / CPA)
Redefining cost-models

39. Exciting times!
Finally we will be able to connect the emotion of TV-advertising
to the metrics of internet advertising