Current
Business Models with shareholder approach
TV-Stations
- Contact opportunities within the media consumption (Spots, Sponsoring, Advertorials)
- Interactive revenues (Teletext, HBBTV, call in, SMS)
- Licensing: Copyright Fees, Pay TV
- “Classic Advertisment” (commercialize the consumers masses)
TV Operators/Plattforms
- Usage Fees
- Plattform Advertisment: Dynamic Ad Insertion, Channel Switch Ads, Start-up Ads , Companion Ads
- Transform TV commerce logic to internet advertisement logic (commercialize the individual)
Tendencies for revenue streams
- Relevancy in TV consumption is falling, relevancy of commercial possibilities the same way
- TV has been made arbitrary by the new consumption/usage possibilities.
- Users avoidance of classic advertising by zip, zap, skip
- Significant growth in commercial alternative products and platforms to TV with better interactive features
Revenue shift from classic media to new devices/platforms with broader possibilities to consume content and a more direct advertising approach without media discontinuity
Current initiatives for Business Development
- Get to know the consumer better (measurement) to provide a qualitative proven panel for the advertising Market (Big data in TV)
- Use the new possibilities for dynamic ad insertion to compensate the historic strength of reach with targeted advertising
- Compulsion to watch TV Ads (prevent ad skipping)
- 2nd screen integration to get the consumer to an active user.
So far no real solution/compensation has been found to catch the disruption
Future
Building Context as Business
- The business is in the context and curation
- Provide context and commercialise the context value added for the media user
- Provide intelligence
- A technology which enables to consumer to interact, to participate, to be part of something, to give and take context
- Give media relevancy again for the user (not for the producer)
- Give marketing relevancy for the user and not for the product managers MBO.
- The involuntary collection of data causes distrust in targeting
- The human being wants the space for his own design of his data and thus also the power over his own address
- The paternalism of consumers through unsolicited data collection and targeting is an alienation model, the user want to be asked about predictive
- Context before data is the solution
- E-merging marketing way out is advanced native advertising with compassion.
An equal emotional relationship as a business model, the commercial perception on all sides as „value added”
Refinancing by participation and revenue share
Context is the interface between technology, marketing and community, which refinances itself and its activities primarily through service fees and the advertising market
Business Model Canvas participation
Context and social Interaction as the business model
Powered by participation, the business is the match of demands and offers, get in touch with consumers on an emotional way, getting ahead with new partnership models! The mission is to aggregate in favour of users:
- A way to get in touch with media users on an emotional way
- Participate and consume: User is the new parsument
- Build context through curation
- Participation on 2nd screen first, TV second. TV is already on the 2nd screen
- 2nd Screen is the new leading interactive first screen to feed individual TV content
- The creation of common and at the same time experienceable worlds of experience and emotions
- AWAD (Any Way, Any Device) in the interface between advertising market and consumer.
Participation will lead to a closer relation- and partnership
Innovations
Curiosity is a lot of smart things and story building