Specialist
SVP PlayStation, PlayStation Vue, Crackle & PlayStation VR at Sony Pictures Entertainment Inc
Agenda
- Keys to monetising the AVOD vs SVOD business model
- Competitive advantages of closed-loop attribution
- Return on ad spend relative to other advertising venues
Questions
1.
What is your view of the competitive landscape in AVOD? Who are the leaders and who are the followers?
2.
It is fairly simple to have content and marketing to drive subscription revenues in SVOD, but what are the keys to monetising the AVOD model at this stage in the lifecycle?
3.
Aside from pure-play companies such as Netflix and Roku, digital video performance is generally not broken out in the financial statements of the parent companies. So, from an investor’s point of view, how can growth be tracked?
4.
How has the value proposition of AVOD changed from an advertiser’s perspective over the last several years, and how would you expect it to change over the next 2-3 years?
5.
Linear ad budgets still command significantly more in terms of CPM [cost per thousand impressions] than OTT, even if they are declining. Why is that? What does linear offer advertisers that OTT does not?
6.
Why do some advertisers choose not to advertise on digital? What would digital need to do differently to satisfy that demand?
7.
Do you expect advertisers to get more comfortable with AVOD platforms, and for their ad dollars to migrate online dollar for dollar with linear, as digital video becomes the norm for viewers?
8.
Traditional broadcast TV is developing measurement tools with things like ATSC 3.0. Clearly, TV will retain some ad budget for the foreseeable future, but how much total ad inventory do you expect to shift online?
9.
Closed-loop attribution has been flagged as a threat to digital incumbents in previous Forum Interviews. What advantages does closed-loop attribution provide, and who besides Amazon, might be able to capitalise?
10.
How far away are we from viewers migrating in such volume that it would cause linear TV platforms to drop their ad pricing?
11.
New entrants to digital video, Facebook, with Facebook Watch, and Apple, which is soon to debut Apple Video, are obviously technologically savvy enough to collect and monetise vast amounts of data. Would you expect these players to intrude on the AVOD sapce and compete with Hulu, Roku, Amazon and YouTube?
12.
How does the return on digital AVOD ad spend compare to linear ad spend across broadcast, pay TV, etc? Are you able to put any numbers on the kind of return advertisers can expect?
13.
How does the ad sales process differ in digital vs linear? What are the steps an ad buyer would have to go through in each?
14.
Where do you foresee opportunities for further AVOD platform growth? Are there new ad categories, for example, that have not yet been tapped?
15.
If you were to put yourself in an investor’s shoes, looking at this industry from the outside, are there any markers, whether management decisions or operating metrics, that you would be tracking to gauge performance over the next 1-2 years?
