SUPER SUPER Issue : March 1, 2018 THE FUTURE OF TV IS HERE Are - - PowerPoint PPT Presentation

SUPER SUPER

Issue : March 1, 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 5.6 Million (as of Feb 4, 2018)#

MASS PENETRATION EVERYONE IS WATCHING

TV Set-Top-Box : over 945K Apps + Web : over 4.62M

Source : myTV SUPER subscription management system

ENGAGED AUDIENCE

WEEKLY STREAM VIEWS

23.1M

Monthly stream views

*91.3M

Source: Nielsen SiteCensus (wk1749 exact date data including STB, App & Web) *Nielsen SiteCensus (wk1749 - wk1752)

WEEKLY TOTAL STREAMING HOUR

12.5M

Equivalent to *1.14 (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)

1.8M

WEEKLY PAGE VIEWS

73.5M

Source: Nielsen SiteCensus (wk1749 data including STB, App & Web)

WEEKLY STREAM VISITORS

(SUMMATION)

1.3M

AVERAGE STREAM VIEW DURATION

32 MIN

AVERAGE NO. OF STREAM VIEWS PER VISITOR

18

WEEKLY AVERAGE TIME SPENT PER UNIQUE STREAM VISITOR

9.5 hours

EQUIVALENT TO N0. 2 TV CHANNEL IN HK

A STRONG COMPLEMENT TO TVB CHANNELS

(IN TERMS OF RATINGS) Wk 1749 - 1752 All Day All Time Average Ratings 4+ TVRs Jade 4.96 myTV SUPER^ 1.12 TVB News Channel 1.07 J2 0.86 TVB Finance Channel 0.36 Pearl 0.28 ViuTV 0.21 Cable TV 0.64 nowTV* 0.47 Fantastic TV 0.19

# Jade, J2, TVB News Channel (iNews before Aug 15), Pearl, TVB Finance Channel (J5 before Aug 15), and TVB Group included OTT Live via myTV SUPER set-top-box *exclude TVBNV channels ^Nielsen SiteCensus figures & ratings calculation of SiteCensus is certified by Nielsen + TVBNV via now platforms Date source: Nielsen TAM (Nov 27 – Dec 24, 2017)

2

myTV SUPER IS THE MOST POPULAR OTT IN HONG KONG

A Survey on the Regulation of Indirect Advertising and Sponsorship in Domestic Free Television Programme Services in Hong Kong which prepared by The Communications Authority in Apr 2017, the result of viewing habits on other platforms shown : among those who had watched television programmes on other platforms in the month prior to the interviews, 43.9% had watched television programmes on OTT/Internet TV (23.6% for myTV Super, 12.1% for LeEco and 11.2% for Viu). Communications Authority 通訊事務管理局 二零一七年八月

BEST OF 2017 T

• p Apps Charts

myTV SUPER rank #ONE amongst all entertainment apps

YOUNG AFFLUENT AUDIENCE

15% 22% 25% 23% 11% 4% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14

MEET THE MILLENIALS AND GEN X

Total TV myTV SUPER STB myTV SUPER APP myTV SUPER Web

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

27% 26% 20% 8% 7% 12% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14 53% 17% 13% 7% 5% 6% 0% 10% 20% 30% 40% 50% 60% A55+ A45 - 54 A35 - 44 A25 - 34 A15 - 24 A4-14

A35-53 (46%) A 25-54 (70%) A 25-54 (60%)

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

• 23,000 hour TVB production
• 21,000 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

13

KOREAN, JAPANESE, MANDARIN DRAMAS Synchronous playout

告白夫婦 - KBS 擇天記 海上牧雲記 無心法師2 如懿傳 當你沉睡時 雙面醫生2 Black Revenge 那年花開月正圓

HUGE GE PROD ODUCTION UCTION IN IN 2018 18

ST STRONG ONG DRAMA AMA LIN INE-UP UP

果欄中的江湖大嫂 跳躍生命線 是咁的，法官閣下 逆緣 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 4.6M 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

Jan 1, 2018 Late Q1 Intent & Cross Device Targeting Demograhic & Geographic

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

Late Q2

• 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

myT myTV SUPE SUPER

• Direct targeting by

platform, audience

• Measurement by

impression over rating

• High ad completion

rates and viewability

• Engaged, lean back

experiences

ADDITIONAL TV AUDIENCE

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

Period: Jan 1, 2016 – Dec 31, 2017) 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

Total TV 2016 – 2017 latest, by quarter, all day all time

myTV SUPER has compensated for a large part of total TV ratings decline. Have you followed the audience?

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 : 76%

(Source : DoubleClick, Aug 2017)

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.

90.4% 96.5% 99.6%

MOBILE DEVICE SET-TOP-BOX

AD COMPLETION RATES BY DEVICE PLATFORM AUG 2017

Source : DoubleClick WEB

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

Source : Kinetic Social, Q2 2016 Social Trend Report

(Market average)

MAXIMIZE THE POWER OF PRODUCT PLACEMENT One Program Two Live Versions +

myTV SUPER version DTT Jade Version Programme : 阿爺廚房2 Special tailor-made version topic & transmission date : 3 x episodes within Aug, 2017 Total Stream View : 298,913 Net Reach : 133,098

MAXIMIZE THE POWER OF PRODUCT PLACEMENT One Program Two Live Versions

STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content +

myTV SUPER version DTT Jade Version Programme : 愛回家 Special tailor-made version topic & transmission date : 5 x episodes within Aug - Sep, 2017 Total Stream View : 398,502 Net Reach : 143,868

STONGER EMOTIONAL CONNECTION Ad Dovetailing With Relevant Content

TAKE PRODUCT PLACEMENT TO THE LIMIT

• Brand placements can be more effective than advertisements.
• So effective because viewers and consumers are all trying to

reach an ideal self and while trying to achieve this ideal self they indulge into the stories that the product placements tell.

• BUT much stands out with bigger and closer audiovisual

commercial communication thereof feature within a programme as OTT NOT under the control of Broadcasting Ordinance.

• More synchronize the commercial messages with drama scenario
• Higher visibility and flexibility

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.

SUPER SUPER

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

Double Banner APPs CPM

25

Mobile LREC APPs CPM

45

Super Mobile LREC APPs CPM

80

LREC WEB CPM

45

Wallpaper WEB CPM

95

Super Banner WEB CPM

95

Timeshift Banner STB CPM

35

Channel Control Banner STB CPM

35

U-Shape Wallpaper STB CPM

35

60s skippable video TBC 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
• Banner (Double/Triple)
• LREC
• Super banner
• Wall paper
• Channel switching bar
• Timeshift control bar
• U-shape wall paper
• Native Ad
• Push Message

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

• Pop-up
• Banner

(Double/Triple)

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

• 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)

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, double banner, triple banner
• NATIVE AD – Long form commercial, infomercial, video hosting
• DYNAMIC FORMAT – U-Shape wallpaper, timeshift, channel control
• PUSH MESSAGE

Double Banner Ad Pop up Ad In-stream Ad Mobile LREC Super Mobile LREC Mobile L-shape Banner

Wallpaper Super Banner LREC

Native Ad