Game of Screens


The Presentation inside:

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~ DIGITAL IS COMING ~ THE BATTLE OF PUSH & PULL @DeanDonaldson © 2015 DeanDonaldson.com | All Rights Reserved 1


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Life Beyond the Wall… @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 2


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new traditional old media @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 3


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lean back | forwards off on TV | PC @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 4


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 4


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You Know Nothing… @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 5


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“Nothing is Worth Anything to Dead Men” @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 6


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Seven Kingdoms Medieval Europe @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 7


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Death. Sex. Revenge. @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 8


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• 50 Rape Scenes • Explicit Nudity • Graphic Violence • Vile Language & Dragons. @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 9


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TV @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 10


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Monitor @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 11


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Smart MSUNG TV SERVICE DEAD AS OF 1 JULY 2015 SA @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 12


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Source? ? @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 13


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Online @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 14


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Streaming @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 15


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Demand @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 16


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Ads @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 17


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Ads WATCHING @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved TV 17


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 18


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S ? 4.75 Bn Items Shared Daily 1.44 Bn Active users 15.8% Time Online @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 19


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Beyond Online @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 57


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Facebook TV SOCIAL CHANGE @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 58


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In Car @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 59


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On Fridge @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 60


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TV x Twitter @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 20


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TV x Twitter @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Mapping the TV Genome 20


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Many-Faces of TV Rethink & Relearn @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 21


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US Hours Viewing via Broadcast 14Q1 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 15Q1 Source: 03/15 Nielsen 22


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US Hours Viewing via Streaming 200x 14Q1 15Q1 Source: 03/15 Nielsen © 2015 DeanDonaldson.com | All Rights Reserved 23


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TV April Disc Jan @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 24


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SEASONS 1-3 30 DAYS AFTER TV AIRED @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 25


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SEASONS 4-5 ONETVDAY AFTER AIRED @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 25


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In 2012 Most Pirated TV Show Ever… Pirated Downloads = TV Broadcast viewing House Of Bit Torrent @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 26


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Many Casualties @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 27


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A Lannister Always Pays Their Debts… @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 28


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CONTROL DISTRIBUTION @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 29


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£ vs £ @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 30


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convenience £ @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved vs £ quality 30


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ownership @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 31


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 32


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2015 Season 5 3.1M UK WATCHERS “most popular entertainment programme ever” #GameOfThrones At 41 episodes multiplied by 1.5 minutes, we've shamefully wasted almost exactly 1 hour of our lives listening to the Game of Thrones intro. @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 32


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2015 Season 5 32M DOWNLOADS “broke all global piracy records” 32M in first week 1.5M within 8 hours!! @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 32


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HIGHEST GROWTH @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved IN 9 YEARS 33


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LOSING 52k per qtr SATELLITE SUBSCRIPTIONS @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 34


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+400k ALL via OTT @DeanDonaldson | © 2015 DeanDonaldson.com | All Rights Reserved 35


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The Home of Game of Thrones @DeanDonaldson | © 2015 DeanDonaldson.com | All Rights Reserved 36


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The Home of Game of Thrones @DeanDonaldson | © 2015 DeanDonaldson.com | All Rights Reserved 36


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Segmentation Q1 2015 70k NEW SUBSCRIPTIONS @DeanDonaldson | © 2015 DeanDonaldson.com | All Rights Reserved 37


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Q2 x2 NEW SUBSCRIPTIONS @DeanDonaldson | © 2015 DeanDonaldson.com | All Rights Reserved 38


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PAY TV IS still TV “SAME TIME VIEWING” ~ Regardless Of Device ~ @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 39


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PAY TV IS Bundled as TV so can stream at same time and not sold as DTV @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved ~ No Digital Delay ~ 39


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Content Is King! @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 40


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 41


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HOUSE ADS ? @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 41


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved ADRESSABILITY 42


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Who Will Stay?! @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 43


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S “TV or Live Stream?” Robin Wright – Best Actress in a Drama, Golden Globes ULTRA FEBRUARY 2014 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 44


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S STREAMING ON A DEVICE NEAR YOU Co-financing High Profile Shows @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 45


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The £5.136bn Deal Each game now £10.2M 70% CLUB REVENUE INCREASE @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 46


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659M Fans | 4Bn Reach GOING IT ALONE SINCE 2013 6M Pay TV Subs in 85 countries SUBSCRIBE NOW @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 47


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1M PAY TV SUBS IN 11 MTHS “Fastest-growing digital subscription service” @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 48


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Dean’s Viewing Habits 1. 2. 3. 4. 5. 2013 2014 EXCLUSIVLEY HD CONTENT ON TV STREAMING AFFECTING DISC / DHE TV BOX-SETS VS FILMS LIVE ONLINE VS BROADCAST PAY TV COMPLEMENTING CATCH-UP 2015 quality vs convenience © 2015 DeanDonaldson.com | All Rights Reserved 49


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Dean’s Viewing Habits quality vs convenience © 2015 DeanDonaldson.com | All Rights Reserved 50


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Dean’s Viewing Habits © 2015 DeanDonaldson.com | All Rights Reserved 50


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Dean’s Viewing Habits mess NO SINGLE [USEABLE] INTERFACE © 2015 DeanDonaldson.com | All Rights Reserved 50


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 48


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mess NO SINGLE [COMBINED] AD TECH @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 48


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£75 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved per month for huge waste = consumers are ‘cord-cutting’ D 51


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You’re Spoiling It. You’re Spoiling Everything! @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 52


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Embrace The Change @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 53


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World’s Apart Media separation of yesteryear TV Online @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 54


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Towards Convergence The present media reality ity al Qu TV Mobile Social The maturity of television 
 and quality of video assets Programmatic Online The dynamics of online
 and the plethora of data nt e em ag ng E @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 55


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Ordered on mobile Read reviews Saw product on TV Visited shop Searched online @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved touchpoints 56


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Dynamic TV Ads ? OVER-THE-TOP @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved International TV Org, 2010 57


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 58


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 59


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TV change is App-ening! “It’s not just part of the show. It is the show. It is not a second-screen experience. It is the experience.” @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 60


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Second Screen >25% TV households now use TV apps @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Ofoom 2014 61


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Second Screen 100% Same households now have 
 YouTube and Facebook apps @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Ofoom 2014 61


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BlueTooth Audio 2-way Comms Visual WiFi NFC Screen Stacking @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved ? 62


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© 2015 DeanDonaldson.com | All Rights Reserved 63


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PLACEMENT CONNECTION COMMUNICATION INTERACTION CONVERSION @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 64


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#1 placement @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 65


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{weetabix} @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved never skip content 66


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Real-Time Play-Time Traditional Television: Linear TV content ID A1 Content Ad 2 Ad 3 Ad 4 TIMELINE 00:00 00:30 01:00 01:30 02:10 Advertiser 2 Advertiser 3 Advertiser 4 Content Advertiser 1 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 67


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Real-Time Play-Time Traditional Television: Linear TV content Second Screen: Audio controlled + Time coded game play ID A1 Content Ad 2 Ad 3 Ad 4 Mobile B2 Mobile TIMELINE 00:00 00:04 00:30 01:00 01:30 Advertiser 1 Bumper Advertiser 2 Second Screen 02:00 02:10 Advertiser 3 Advertiser 4 Content Second Screen @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 67


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 68


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#2 connection @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 69


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automatic content recognition ACR @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 70


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 71


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 71


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visual recognition @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved picture = 1,000 words 72


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 73


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#3 interaction @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 74


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re nd A @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 75


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 76


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 77


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 77


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© 2015 DeanDonaldson.com | All Rights Reserved 78


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© 2015 DeanDonaldson.com | All Rights Reserved 78


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© 2015 DeanDonaldson.com | All Rights Reserved 78


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& ie l n u h J o J @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 79


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 80


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#4 communication @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 81


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 82


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 82


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LIVE TO LOCATION @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 82


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 83


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 84


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 84


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 84


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 84


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#5 conversion @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 86


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Tablets usedmore in the home 87


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 88


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 88


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 89


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Sales Lift Doubles x2 Multiscreen video vs pure TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Wall Street Journal 90


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Retarget HD Ad Interact 10% off Retarget Purchase 5% off @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 91


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>80% @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 92


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loyalty @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 92


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iBeacons @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 93


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 94


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 94


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 94


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 95


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Not All Change Is Bad. @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 96


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@DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved Don’t Be A Joff! 97


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DIGITAL IS COMING @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 98


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You Win… @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 99


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…Or You Die! @DeanDonaldson | © 2015 DeanDonaldson.com | All Rights Reserved 100


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Primary Colors PMS 233 197/0/132 LOGO PMS 431 94/106/113 LOGO Le Fin PMS 428 195/200/200 LOGO PMS PB 0/0/0 PMS WHITE 255/255/255 PMS 420 206/207/203 @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 101 S


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Thanks. Your turn @DeanDonaldson @DeanDonaldson | http://NothingToHide.Us © 2015 DeanDonaldson.com | All Rights Reserved 102


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