Reinventing TV Ad Age Digital Conference

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Reinventing TVAd Age Digital Conference

• John Stratton
• EVP Chief Marketing Officer, Verizon
• April 7, 2009

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Remember the good old days?
DALLAS
Mash
Feb. 28, 1983 60.2 rating, 77 share
Nov. 21, 1980 53.3 rating, 76 share
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History just isnt what it used to be
ROSEANNE
MILLIONAIRE
1989 25.7 rating, 38 share
1999 18.7 rating, 29 share
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Its time we stopped kidding ourselves
Domination? 9 out of 10 U.S. households
didnt tune in
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The old rules no longer work

The world is so much different today, yet were
still operating under the same rules that were
invented 50 years ago in primetime network
television. I think we have to ask ourselves
is it time to change everything? Jeff
Zucker President and CEO NBC Universal December,
2008

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IP disrupts everything in its path
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The genie is out of the bottle
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Consumer control is the key driver
?
Forrester Research estimates that on demand
accounted for 20 of all viewing in 2008, and
will rise to 45 by 2013
TV Listings

• Includes DVR, VOD and online video. Does not
  include DVDs.

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FiOS TV is designed to capitalize on IP
ADDRESSABLE ADVERTISINGDelivers a Relevant
Audience
INTERACTIVE PORTALSimplifies the Experience
Verizons all-fiber network will enable the
consumer to experience the convergence of TV and
the Internet
Verizon FiOS
ON DEMANDPersonalizes the Experience
100 HD CHANNELS And Growing
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Verizons vision Personal TV

• Create a personalized virtual time-shift service
  that will provide
• Extensive catalog
• Ad supported
• Purchase, rental and subscription options
• 3-screen availability

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Creating a more accountable ad platform
Addressable Zones
Addressable Profiles
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De-linking content and ad delivery is essential
Advertisers no longer rely solely on time slots,
but buy audiences based on geographic,
demographic and viewing behavior segmentation
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Immersive product portals enhance engagement
Consumers can search and select high-value
content, and advertisers can provide product
messaging and e-commerce
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We made interactive TV a reality
The Beijing 2008 Olympics Application on MSNBC
The first broad deployment of CableLabs EBIF
technology
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We have the opportunity to reinvent TV

• Liberate content TV feature film, current
  releases and back catalogue
• Build enabling platforms Robust On Demand and ad
  insertion capabilities
• Develop a sustainable commercial model
  ad-supported, purchase and rental
• Create new standards for audience measurement
• Establish a new advertising marketplace