SUPER SUPER Issue : May 23, 2018 THE FUTURE OF TV IS HERE Are you - - PowerPoint PPT Presentation

SUPER SUPER

Issue : May 23, 2018

THE FUTURE OF TV IS HERE…

Are you ready?

Source: myTV SUPER subscription management system

CONNECT YOUR AUDIENCE ANYTIME, ANYWHERE on ANY DEVICE

Home PC On the Go

Registered Subscribers over 5.9 Million (as of Apr 8, 2018)#

MASS PENETRATION EVERYONE IS WATCHING

TV Set-Top-Box : over 1M Apps + Web : over 4.9M

Source : myTV SUPER subscription management system

ENGAGED AUDIENCE

WEEKLY STREAM VIEWS

30.1M

Monthly stream views

*121M

Source: Nielsen SiteCensus (wk1816 exact date data including STB, App & Web) *Nielsen SiteCensus (wk1813 - wk1816)

WEEKLY TOTAL STREAMING HOUR

17.2M

Equivalent to *1.57 (4+ TVRs) in all day all time average ratings

*Online ratings – based on Nielsen SiteCensus figures & ratings calculation is certified by Nielsen

A CONTINOUS GROWTH OF CONSUMPTION

WEEKLY UNIQUE VISITORS

(SUMMATION)

1.7M

Source: Nielsen SiteCensus (wk1816 data including STB, App & Web)

WEEKLY STREAM VISITORS

(SUMMATION)

1.3M

AVERAGE STREAM VIEW DURATION

34 MIN

AVERAGE NO. OF STREAM VIEWS PER VISITOR

23

WEEKLY AVERAGE TIME SPENT PER UNIQUE STREAM VISITOR

13.3 hours

EQUIVALENT TO N0. 2 TV CHANNEL IN HK

A STRONG COMPLEMENT TO TVB CHANNELS

(IN TERMS OF RATINGS) Wk 1813 - 1816 All Day All Time Average Ratings 4+ TVRs Jade 5.67 myTV SUPER 1.58 TVB News Channel 1.03 J2 0.83 TVB Finance Channel 0.40 Pearl 0.33 ViuTV 0.31 Cable TV 0.42 nowTV* 0.49 Fantastic TV 0.28

Remark: Jade, J2, TVB News Channel, Pearl, TVB Finance Channel included Live, As Live / Timeshift1 and 7-Day Catch Up2 viewership via TV Set or myTV SUPER STB.

*Overall nowTV excludes TVBNV channels Date source: Nielsen SiteCensus and CSM Media Research (Mar 26 – Apr 22, 2018)

2

BEST OF 2017 T

• p Apps Charts

myTV SUPER rank #ONE amongst all entertainment apps

YOUNG AFFLUENT AUDIENCE

MEET THE MILLENIALS AND GEN X

13% 18% 23% 26% 15% 5% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14

Total TV myTV SUPER STB myTV SUPER APP myTV SUPER Web

41% 15% 15% 13% 6% 10% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14 52% 16% 13% 8% 5% 6% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14

A35-54 (30%) A 25-54 (67%) A 25-54 (60%)

10% 21% 19% 29% 17% 3% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14

WELL EDUCATED & WEALTHY

13% 36% 10% 5% 29% 6% 36% 13% 10% 35% 0% 10% 20% 30% 40% Primary completed F1-F5 F6-F7 Diploma University or above

Education

myTV SUPER Total Population 24% 13% 16% 12% 9% 14% 12% 19% 10% 16% 12% 10% 19% 14% 0% 5% 10% 15% 20% 25% 30% Less than 15,000 15000-19999 20000-29999 30000-39999 40000-49999 50000-69999 70000+

Monthly HHI

myTV SUPER Total Population

Source : Websites/APP Used to Watch Online Video (myTV SUPER) in P7D 2017 Nielsen Media Index (Jul 2016 – Jun 2017)

Median HHI average : myTV SUPER : $33,048 HK : $28,163

BEST LOCAL PREMIUM CONTENT NO UGC

• 28,000 hour TVB production
• 24,000 hour acquired Korean

drama, Japanese drama, Asian drama, variety & premium program

• 500 hour to 700 hour fresh

program per week

TVB is the unbeatable giant in HK content-production industry

KOREAN, JAPANESE, MANDARIN DRAMAS Synchronous playout

告白夫婦 - KBS 海上牧雲記 延禧攻略 如懿傳 當你沉睡時 雙面醫生2 Black Revenge 那年花開月正圓 獨孤皇后

HUGE GE PROD ODUCTION UCTION IN IN 2018 18

ST STRONG ONG DRAMA AMA LIN INE-UP UP

白色強人 跳躍生命線 是咁的，法官閣下 包青天再起風雲 特技人

AD INVENTORY AVAILABLE ON EXCHANGE

• Able to target the individual &

household, and highly measurable in its

• performance. This would be

truly programmatic TV, and it can’t come soon enough.

myTV SUPER PROVIDES BETTER TARGETING

• To address right targets with high

value audience in a more efficient and effective model by using of TVB DMP platform.

• Enables us to access very

accurate audience data across myriad consumer traits like purchase consideration and shopping behavior and to programmatically reach these tailored audiences at scale in myTV SUPER

A WORLD CLASS DMP

• Partner with Nielsen, employing

their DMP, Marketing Cloud enabling TVB clients to improve their marketing outcomes.

• Delivers unrivaled consumer data

and analytics to fully integrate TVB’s first party data, Nielsen unique data & 3rd party data for better audience segmentation, media planning and marketing activation.

DMP DMP

MARKETER’S DREAM COME TRUE

SEND A SPECIFIC TV COMMERCIAL TO INDIVIDUAL HOUSEHOLD AND USER

• It's actually real
• Addressable ads will be available in up to 1M SET-TOP-BOX

households through live TV and video-on-demand.

• Plus 4.8M individual Web + App users

Improved relevance Enhanced engagement Less ad burnout

CREATING A BETTER, MORE COMPREHENSIVE AUDIENCE DATA LEARNINGS

• To reach more specific

audiences with greater creative flexibility, deep insights, and dependable ROI data.

• Advertisers can understand

the true performance of their ad - including engagement, brand lift, and conversions.

myTV SUPER ROADMAPS TO PROGRAMMATIC TV

Demograhic & Content Targeting

• Demographic
• Gender
• Content Targeting
• Precise delivering ads

against programme content

• Viewing Interest
• Programme typologies

Ready to use Intent & Cross Device Targeting Demograhic & Geographic

• Demographic
• Age
• Geographic
• STB locations
• Frequent location

Late Q2

• Demographic
• Income class
• Intent
• Actively in market for products

and services

• Cross Device Targeting
• Reach the same consumer

with personalized sequential messaging

• Third Party Data

Actual target filtering is subject to myTV SUPER programmatic time frame

Ready to use

myTV myTV SUPE SUPER

• Direct targeting by

platform, audience

• Measurement by

impression over rating

• High ad completion

rates and viewability

• Engaged, lean back

experiences

• Full-screen TV

experience on a large living-room device

ADDITIONAL TV AUDIENCE

16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4 18Q1 TVRs TV myTV SUPER STB

Period: (Jan 1, 2016 – Mar 31, 2018) TV: Live on Jade, J2, Pearl, TVB News, TVB Finance, ViuTV, ViuTV Six, Fantastic TV, Overall HKC, Overall now TV myTV SUPER STB: Linear channels and VOD on myTV SUPER set-top-box Source: Nielsen TAM (2016-2017); CSM Media Research (2018)

Total TV 2016 – 2018 latest, by quarter, all day all time

HIGH VIEWABILITY

• Marketers have concerns on

viewability and fraudulent traffic. However, myTV SUPER is inherently less vulnerable to both challenges due to high authentication rates, the devices’ closed environments, and the nature of the viewing experience.

• Our average viewability rate : 72%

(Source : DoubleClick, March 2018)

73.9% 71.4% 76.1% 83.7% 98.7% 84.4%

Pop-up Banner LREC App Instream STB Instream Web Instream

In-View Measurable %

Source : *Comscore Q1 2017 vCE campaign benchmarks

Viewability rates ranged from *48% to 55% across markets

ENGAGED VIEWERS

LEADS TO HIGH COMPLETION RATE

• myTV SUPER average video ad

completion rate is a whopping 95.5%

• While other premium video

platforms also yield high video ad completion, no other platform comes close to the near perfect rate observed on OTT. These superior metrics can partially be explained by the full-screen, lean- back experience that OTT enables, replicating behaviours seen on traditional linear television.

89.1% 87.2% 97.1%

MOBILE DEVICE SET-TOP-BOX

AD COMPLETION RATES BY DEVICE PLATFORM MAR 2018

Source : DoubleClick WEB

93% OTT device 84% Desktop 85%/78% Tablet/Smartphone

Source : Kinetic Social, Q2 2016 Social Trend Report

(Market average)

SCENE TARGETING U-SHAPE WALLPAPER +

Programme : 溏心風暴3 Special tailor-made version transmission date : 2 x episodes within Dec 2017 – Jan 2018

STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content

MID-ROLL INSERTION DURING TIMESHIFT

• During the 3 hour rewind of live program, fewer mid roll instream AD will

replace normal TV Ad breaks. Live program without timeshift will carry the same AD break of live DTT.

• Audience will enjoy a shorter Ad break during timeshift.
• Advertisers can capture As-Live audience with higher share of voice.
• Scope of linear channels and involved platforms:
• Ch.81 to 85 (except 84)
• STB, App & Web

SUPPORT LONG DURATION VIDEO AD

• Skippable at 60-sec, support long duration video AD for impact,

creativity, relevance, repeat value, even in this attention-span starved digital age, long reads have found acceptance in the

• nline world.

REALISTIC RATE CHANGES FOR MAJOR AD FORMATS

Ad format Device Unit 2018 Rate Card Rate (HK$Gross)

≤30-sec In-stream (mid-roll) STB+APP+WEB CPM

200

Pop-up APPs CPM

120

Video Pop-up myTV SUPER APP CPM

145

Double Banner APPs CPM

25

Triple Banner APPs CPM

40

Mobile LREC APPs CPM

45

Super Mobile LREC APPs CPM

80

Mobile L-shape Banner myTV SUPER APP CPM

35

LREC WEB CPM

45

Wallpaper WEB CPM

95

Super Banner WEB CPM

95

Super Banner – Push Down WEB CPM

140

Timeshift Banner STB CPM

35

Channel Control Banner STB CPM

35

U-Shape Wallpaper STB CPM

35

60s skippable video Ads STB+APP+WEB CPM

400

Push Message STB/APP/WEB CPM

30

Native Ad STB+APP+WEB 1 week

67,000

LINEAR 81 - 85 & THEMATIC CHANNELS

Data Source: Nielsen SiteCensus : Week1727

PREMIUM SERVICE – ACQUIRED CHANNELS

TVOD – PAY-PER-VIEW

PRESENCE ACROSS DEVICES

Home PC On the Go

無綫新聞

Ad format STB APP WEB In-stream (30-sec)

• Long duration in-stream

(60-sec skippable)

• Pop-up
• Video Pop-up
• Banner (Double/Triple)
• Mobile LREC/

Super Mobile LREC

• Mobile L-shape Banner
• LREC
• Super banner
• Super banner – Push

down

• Wallpaper
• Channel control banner
• Timeshift banner
• U-shape wallpaper
• Native Ad
• Push Message

Ad format APP APP APP APP APP In-stream (30-sec)

• Long duration in-stream

(60-sec skippable)

• Pop-up
• Banner

(Double/Triple)

• Mobile LREC/

Super Mobile LREC

Ad format WEB WEB WEB In-stream (30-sec)

• Long duration in-stream

(60-sec skippable)

• LREC
• Super Banner
• 無綫新聞

TIME SHIFT CONTROL BAR

It happens on every time when the user release the timeshift color button of the remote while watching linear channels and VOD. Apply to:

• ALL linear channel with timeshift

function (81 to 97 (except 84), 200, 700) & specified VOD programme

TIME SHIFT CONTROL BAR

It happens on every time when the user release the timeshift color button of the remote while watching linear channels and VOD. Apply to:

• ALL linear channel with timeshift

function (81 to 97 (except 84), 200, 700) & specified VOD programme

CHANNEL CONTROL BAR

It happens on every time when the user release the button in the remote control for channel switching. Apply to Channel switching into:

• ALL TVB produced

channels (i.e. 81 to 97(except 84), 200, 700)

U-SHAPE WALLPAPER

It happens on: Linear Channel: 5 minutes after every AD-Break every time Apply to Channel switching into:

• ALL free TVB Channels

(i.e. 81 to 85 except 84) + thematic channel (except 97)

U-SHAPE WALLPAPER

It happens on: Linear Channel: 5 minutes after every AD-Break every time Apply to Channel switching into:

• ALL free TVB Channels

(i.e. 81 to 85 except 84) + thematic channel (except 97)

DYNAMIC AD FORMATS

• VIDEO – In-streams
• DISPLAY – LREC, Pop-up, Single Banner, Double Banner, Triple

Banner, Mobile LREC, Wallpaper, Super Banner, Super Banner – Push Down

• NATIVE AD – Long form commercial, infomercial, video hosting
• DYNAMIC FORMAT – U-Shape wallpaper, Time-shift, Channel

control, Mobile L-shape Banner

• SPECIAL TITLE SPONSORSHIP
• PUSH MESSAGE

Double Banner Ad Pop up Ad Mobile LREC Super Mobile LREC Mobile L-shape Banner Video Pop up Ad Triple Banner Ad Single Banner Ad

≤60sec In-stream Ad 60sec Skippable In-stream Ad

Wallpaper Super Banner LREC Super Banner – Push Down

Native Ad

Special Title Sponsorship

SUPER SUPER