Speaker 1: I think we're just gonna start right. Yeah, I think
Speaker 1: we're ready to start. Uh.
Speaker 2: You know, the band got lost backstage and we did
Speaker 2: fend off the group bees.
Speaker 1: But we are here. This is if.
Speaker 2: You're checking your scorecard monetizing Connected TV, and I just
Speaker 2: want to welcome everyone back to TVOT NYC, first time
Speaker 2: in five years.
Speaker 1: Yeah, give it up for yourselves.
Speaker 2: Yes, and it is World Television Day. And what better
Speaker 2: way to celebrate World Television Day than to gather in
Speaker 2: the heart of Times Square, New York City with hundreds of.
Speaker 1: Television innovators like yourselves. Give it up for yourselves. It's
Speaker 1: also quick segue into who I am.
Speaker 2: It is the twenty second anniversary of the founding of
Speaker 2: Chrispath Tech Media, LLC.
Speaker 1: Yes, give it up you.
Speaker 2: Can, and that was founded by me, Chris Path. I'm
Speaker 2: your moderator for this session. You all have a scorecard,
Speaker 2: so you know who these great people are.
Speaker 1: So we're going to dive right in.
Speaker 2: You know, this is a broad topic and when we
Speaker 2: last were here in New York five years ago, the
Speaker 2: streaming wars had just started.
Speaker 1: But Connected TV just keeps.
Speaker 2: Growing and growing as chords keep being cut in Shred
Speaker 2: group m earlier said that connected TV advertising will increase
Speaker 2: thirteen point eight percent this year. But where are we
Speaker 2: seeing the growth in this space and what is changing it.
Speaker 2: I'm going to start with you, Fred Godfrey on this one,
Speaker 2: since you are doing some innovative things in advertising, and
Speaker 2: everyone else will jump in. What have you seen in
Speaker 2: this year that's pointed to growth and advertising and CTV?
Speaker 3: I think the thing that we've seen the most this year,
Speaker 3: more than any previous years, is a far greater commitment
Speaker 3: to putting budgets into things that are a bit more experimental,
Speaker 3: because whilst you know, there's a greater understanding that it's
Speaker 3: very hard to get someone's attention on TV, at the
Speaker 3: same time as that, there's also a greater need by
Speaker 3: agencies in their brands for that to be something that
Speaker 3: comes out of that budget, not just awareness or not
Speaker 3: just for equal They actually want to make money from
Speaker 3: the money that they're spending, and both of those are
Speaker 3: between them driving I think the greatest the greatest changes
Speaker 3: right now.
Speaker 2: Right and you know, I think that it can't be
Speaker 2: understated or overstated, depending on which way you you you
Speaker 2: flop in terms of what fast is doing that CTV
Speaker 2: and Uh, Fubo has had a very exciting year and
Speaker 2: Jennifer Monson, Uh, you guys have been all over Fast
Speaker 2: for the last couple of years. What what what has
Speaker 2: shifted in terms of uh of your strategy with Fast
Speaker 2: and how does that play into where where this CTV
Speaker 2: monetization is going.
Speaker 4: Yeah, well, well Fast is becoming quickly outpacing just traditional TV.
Speaker 5: You know, two thirds of US Americans are.
Speaker 4: Watching Fast weekly, so it's an exploding category for us,
Speaker 4: and Fubo has really been leaned in on Fast for
Speaker 4: a very long time. We've had Fubo Sports Networks where
Speaker 4: we have exclusive sports rights for a lot of variety
Speaker 4: of sports like quefa and bare knuckle fighting, so we've
Speaker 4: really we're the only streamer virtual streamer out there to
Speaker 4: have those exclusive sports rights.
Speaker 5: And we've seen huge growth.
Speaker 4: We just launched man Cave Movies, which is exactly what
Speaker 4: you think.
Speaker 5: It would be, Xoxo, which is rom coms, and.
Speaker 4: Then we're going to have a Fast channel dedicated to
Speaker 4: holiday programming this year. So it's because of this we're
Speaker 4: seeing double digit growth and Fast usage on platform and
Speaker 4: has really opened up a lot of opportunities for our
Speaker 4: advertisers to tap into a really engaged.
Speaker 2: Which is really huge because of course one piece of
Speaker 2: big news, and there's big news in the CTV space
Speaker 2: every day. But of course the unbundling, shall we say,
Speaker 2: of NBC the spin co really points to where CTV
Speaker 2: has even greater opportunities. And what I think is really
Speaker 2: cool is that Mark Lee on the end with LG
Speaker 2: does a lot in Fast as well. And you're all
Speaker 2: over the place, so you have a lot of data.
Speaker 6: Yes, we are global and you and it.
Speaker 7: Just came back from Soul I believe too. Yeah, maybe
Speaker 7: a little jet lag, so wake me up later today.
Speaker 2: Yeah no no, but I will prompt you as I'm
Speaker 2: prompting you now on Fast because LG Channels is growing
Speaker 2: very fast as well, and talk about how that's really
Speaker 2: aiding your overall strategy.
Speaker 6: Yeah, definitely.
Speaker 7: Like for those that don't know, LG Channels is the
Speaker 7: name for our Fast service. It's a natively integrated service
Speaker 7: where we have it in the guide, in the Electronic
Speaker 7: program Guide and also we have an app to promote
Speaker 7: these and some of the partners here are supporting us
Speaker 7: in terms of that engagement with the users. But you know,
Speaker 7: it's been a huge success in terms of driving CTVA
Speaker 7: advertising monetization on our platform and our and our subsidiary
Speaker 7: lg AD Solutions is just killing it in terms of
Speaker 7: getting the right exposure there. But in terms of Algae channels,
Speaker 7: where since lg is a global, a global company, we're
Speaker 7: in one hundred eighty countries with our with our operating system.
Speaker 7: But when it comes to Algae channels, we've launched in
Speaker 7: twenty nine countries and we launched a total of over
Speaker 7: thirty eight hundred channels in Fast, so the exposure is
Speaker 7: not just limited to these. You said thirty eight hundred, right,
Speaker 7: thirty eight hundred total channels launched.
Speaker 2: If we watch every one of them, what do we win?
Speaker 2: Everything's w Is there an Easter Egg on the three thousand,
Speaker 2: seven hundred and ninety ninth one that's really important.
Speaker 6: I'm sure LGAD Solutions can give you a free team.
Speaker 3: You know.
Speaker 1: I love your answer to that, Fred, What what's your
Speaker 1: take on where fast is going?
Speaker 6: Well?
Speaker 3: I have about thirty nine hundred and one takes on it,
Speaker 3: but I just wanted to say I just realized that
Speaker 3: I really completely win.
Speaker 6: You asked me first.
Speaker 3: I was looking at answering from the completely wrong end
Speaker 3: of the question. By the way, you.
Speaker 1: Instead of flipping yeah and I really you can flip over.
Speaker 3: But to answer the question, I think the way you
Speaker 3: actually hoped for me too, like how was why is
Speaker 3: it growing in the world.
Speaker 6: It's actually because of people.
Speaker 3: Like like Mark and like Roku and these other folks
Speaker 3: who especially where you now turn the TV on and
Speaker 3: it's there. We've gone through this hump of one smart
Speaker 3: TV manufacturers honestly shitting the bed and not caring any
Speaker 3: old days about it, right, and to them massively caring
Speaker 3: and then going through and having a billion channels and
Speaker 3: opportunities and not thinking it through to now unbelievably slick experiences.
Speaker 3: The people are that are that are reminiscent right the
Speaker 3: old cable days, but are quick and are well supported
Speaker 3: and with really.
Speaker 2: Good this This is something that that I'll get to
Speaker 2: a little later in our conversation with respect to where
Speaker 2: uh Ai plays a role in fast and whatever.
Speaker 1: We call it a few years from now.
Speaker 2: But you know, we're we're very lucky to have two
Speaker 2: people in the glass side of the business here uh
Speaker 2: and Dallas Lawrence and of course Mark Lee. But Dallas you.
Speaker 2: You have this unique position with Telly. It's the first
Speaker 2: dual screen TV, and when we think of CTV, we
Speaker 2: might expect that there's innovation on the glass.
Speaker 1: But talk about what this this quarter means to you
Speaker 1: this year, but also Black Friday.
Speaker 8: But I think one of the big challenges is there
Speaker 8: actually hasn't been much innovation in televisions. We call them
Speaker 8: smart TVs, but it's probably the dumbest device.
Speaker 1: In your house.
Speaker 8: LG probably sells refrigerator smarter than most everyone's TV in
Speaker 8: the house right now. They sell refrigerator that actually knows
Speaker 8: what you purchased, when you're out of it and when
Speaker 8: your restock it, and will recommend when you get more.
Speaker 1: Your TV should do that. Your TV should be that level.
Speaker 2: It will even recommend the mayonnaise based on probably.
Speaker 1: So that's been the real child. So that's what we've seen.
Speaker 8: I think a stagnation and dollars moving into TV. What's
Speaker 8: changing now as you're seeing a rebirth of some of
Speaker 8: the smartest technology coming to the television. So I look
Speaker 8: at this question from a different angle. It's not just
Speaker 8: that more money is being spent, as in more ads
Speaker 8: are being purchased. The ads are actually getting more expensive
Speaker 8: because they're smarter their performance. You're moving from a brand
Speaker 8: awareness funnel to a funnel where you can actually drive
Speaker 8: real performance outcomes. And when you do that, you start
Speaker 8: to also start seeing search and social budgets move over
Speaker 8: into TV.
Speaker 1: That's certainly what we're seeing at Telly.
Speaker 8: We're pretty excited about the performance aspects of being able
Speaker 8: to move a lot of the features and functionality that
Speaker 8: you would do on your phone right onto the television.
Speaker 2: Yeah, so that's again, you know, we have devices, these
Speaker 2: wonderful devices. Now we're fifteen or sixteen years in that
Speaker 2: speak IP and no disrespect to what's happening on the
Speaker 2: MVPD side, but you know, Mark, you have some amazing
Speaker 2: things that you're doing. Even talk about some of your
Speaker 2: suitcase TVs and some of these other things, so people
Speaker 2: understand and what we talk about in terms of the
Speaker 2: monetization of CTV because you're you're you're driving this from
Speaker 2: the hardware side as well.
Speaker 1: I've seen the suitcase TV. It is cool.
Speaker 7: Go ahead, Mark, No, I mean, I think these are
Speaker 7: some of the transitions that are happening within the industry
Speaker 7: for LG. I'm not sure if you heard like we're
Speaker 7: trying to transition as a company not only to make
Speaker 7: the best hardware, but to come up with smart life solutions.
Speaker 7: We actually say that that's the new direction that we're going.
Speaker 7: And what you're seeing on the TV side is that
Speaker 7: we're not just limited to the living room. You know,
Speaker 7: we're launching these there's these new categories of lifestyle TVs,
Speaker 7: Like we have one that's a gaming TV that if
Speaker 7: you want to gain more immersive gaming experience, it bends.
Speaker 7: If you want to watch entertainment content, it just goes flat.
Speaker 7: We also have a suitcase TV called Standby Medigo where
Speaker 7: it's battery operated and you can just bring it to
Speaker 7: the tailgate and you can watch the TV. These are
Speaker 7: opening up new experiences. These are getting very a lot
Speaker 7: of engagement, and so this should open up you opportunities
Speaker 7: for monetization for all partners, whether it's content or advertising.
Speaker 2: Right, And I want to talk about something that I
Speaker 2: think is uniquely positioned for CTV, particularly in at the
Speaker 2: end of twenty twenty four, and that's shopping and particularly
Speaker 2: live shopping. And we happen to have the godfather of
Speaker 2: how have you been described the godfather of video shopping?
Speaker 2: David Apostolico, it's eight days before Black Friday. What is
Speaker 2: the future for live shopping in the CTV space? And
Speaker 2: will Trouty Trump be the big winner this Christmas?
Speaker 6: So go I will predict we will be the big winner.
Speaker 9: But our Black Fridays starts Saturday, Black Friday before Black
Speaker 9: Friday goes through Cyber Monday, so two days from okay.
Speaker 9: And we have a unique value proposition. When you think
Speaker 9: of mouths, you know connected TVs, I mean we play
Speaker 9: in every single space in connected TVs. We have our
Speaker 9: live channels, which are flagship channels, and they're available and
Speaker 9: fast on MVPDs fast models or we have ad based models.
Speaker 9: We have revshare models, we have models that we can
Speaker 9: constantly monetize our content. And you think about a Black
Speaker 9: Friday sale that's coming through where we have revshare models
Speaker 9: and Fubo and LG boat carry our fast channels and
Speaker 9: our regular channels. We have a streaming service that's available
Speaker 9: connected TV.
Speaker 6: And I think where we can really be instructive for
Speaker 6: the industry.
Speaker 9: As a whole is we've kind of always been agnostic
Speaker 9: how people transact and we don't care what platform they
Speaker 9: transact on. We actually had on platform transactional capability twenty
Speaker 9: plus years ago in the MVPD space where people that
Speaker 9: use their remote through old Ebith technology and able to
Speaker 9: do that as things evolve. You know, I think people
Speaker 9: watch TV, they kind of want to stay on that screen.
Speaker 9: So yeah, you can have on platform transactional capability. You
Speaker 9: can have your iPhone in your hand and follow along,
Speaker 9: you conpair, you can do text to mobile, which we've
Speaker 9: tried with LGA that's quite successful. So there's so many
Speaker 9: different ways for these different screens to interact with each other,
Speaker 9: and I think we're just at the beginning stages.
Speaker 6: Of trying to figure out what works best.
Speaker 9: And for us, we see people, you know, every customer
Speaker 9: is different. How they want to shop is how they
Speaker 9: want to shop, and we want to make it as
Speaker 9: frictionless as possible for their path of transacting.
Speaker 8: If you haven't seen a Telly, this is one of
Speaker 8: the key things that we unlocked. So it's the dual
Speaker 8: screen device. And you're absolutely right. All the data tells
Speaker 8: us the consumer doesn't want to interrupt. This is why
Speaker 8: T commerce, television commerce installed. You don't want to overlay
Speaker 8: the content that you're watching or lead the content you're watching.
Speaker 8: You're not gonna stop watching the basketball game to buy
Speaker 8: Lebron's shoes. But with the second screen, our second screen,
Speaker 8: you can order repeats on the second screen from dominos
Speaker 8: from a perform an ad, select it, order it, watch it,
Speaker 8: retract to your house, not ever leaving the content that
Speaker 8: you're watching when you bring the AI components into it. Now,
Speaker 8: at least with our television, can now do is we
Speaker 8: also recognize everything that's sitting in the glass. So if
Speaker 8: you're watching Housewives of Beverly Hills and you really want
Speaker 8: that purse, we recommend at the bottom, we know what
Speaker 8: the purse is. Every single prop on television today is
Speaker 8: catalog This is crazy. It's been cataloged for fifty years
Speaker 8: with a notebook by a prop master in the back.
Speaker 8: Somebody has digitized that and then matched the products to
Speaker 8: the screen our AI to texted and so you know,
Speaker 8: if you want the dress, the bikini, the car, you
Speaker 8: could order it in real time at the bottom of
Speaker 8: the screen. That's changing how we think about t commerce.
Speaker 8: That's also changing whether or not do we really need
Speaker 8: to have this in our hands anymore, or can you
Speaker 8: put a lot of this experience on that second screen
Speaker 8: of the TV.
Speaker 2: That's a big move and I'm glad you mentioned the
Speaker 2: second screen because I think that the multiview capabilities that
Speaker 2: we're seeing, particularly for live sports and Jennifer, I think
Speaker 2: Fubo I want you to talk about that a little bit.
Speaker 2: Has multiview as some of these features been, you know,
Speaker 2: driving these opportunities for your advertisers.
Speaker 5: Yeah. Absolutely. We were the first to be.
Speaker 4: In market with multiview, and we have seen with the
Speaker 4: introduction of AI even more technology and ability to have
Speaker 4: recaps of the game next to it. We're driving it
Speaker 4: to mobile for sports stats, so we're really.
Speaker 5: Driving people back and forth.
Speaker 4: We also launched within AI News, which was a huge category,
Speaker 4: just highlighting instant headlines of what was going on within
Speaker 4: the content so you could choose which news channel you
Speaker 4: wanted to pick based on what they were talking about.
Speaker 4: So AI has really helped us in terms of content,
Speaker 4: but also for consumers in terms of discoverability. People are
Speaker 4: on the homepage, they're trying to figure out what to watch.
Speaker 4: We're using AI to give them content suggestions based on
Speaker 4: their likes and their history, and it just makes it
Speaker 4: a more personalized experience for consumers and then of course for.
Speaker 2: Advertions and and mark you've got a personal shopping.
Speaker 1: Service that you guys have, right.
Speaker 7: Yeah, we launched a service in collaboration with Curate, one
Speaker 7: of our first partners, called chop Time. It's a dedicated
Speaker 7: application to interact in the TV and to reduce that
Speaker 7: friction to the purchase. Right now, it's the texts, but
Speaker 7: we recently launched what is called web West Pay in
Speaker 7: Europe with our t vot store to direct tvod story
Speaker 7: to consumers. So you can see what LG is trying
Speaker 7: to do, and similar to how Telly's innovating, we're trying
Speaker 7: to provide these new tools to diversify the business models
Speaker 7: that are available on the platform. I think one of
Speaker 7: the things that I if you hear this air saying
Speaker 7: like content is king, right, the distribution is queen. Data
Speaker 7: is their crown jewels. Why, I believe the platform is
Speaker 7: the keys to the kingdom, and we're all opening these
Speaker 7: new doors in new business models to monetize on the class.
Speaker 1: Yeah, Fred, what's your take on that?
Speaker 3: Well, I mean so speaking to the lens of being
Speaker 3: a creative and media buying agency, right this and not
Speaker 3: the hardware, This to me is the most single most
Speaker 3: fascinating topic right now, because once a brand sees performance,
Speaker 3: they want to see more performance, and we've yet to
Speaker 3: define or help them define exactly what that should be.
Speaker 3: And when it comes to physically being able to transact
Speaker 3: on something you know, we at Origin we're always really
Speaker 3: careful not to assume that we know and instead but
Speaker 3: to ask and realize that sitting in our ivory tower,
Speaker 3: we might not understand what people want today because we're
Speaker 3: not in the era where Steve Jobs was, where he
Speaker 3: could tell us what we liked, right, We're not there anymore.
Speaker 3: So actually completing wrapping up this week and we'll be
Speaker 3: releasing it in January because it's nice and quiet. Then
Speaker 3: is we're surveying seven or ten thousand households around the nation,
Speaker 3: asking them about how would they or how do they
Speaker 3: see themselves or typically or prefer to make a transaction
Speaker 3: on something that they've seen on TV. Fundamentally understanding where
Speaker 3: are we in terms of getting people to want to
Speaker 3: pick up their remote, or where are we in terms
Speaker 3: of the response to something like a QR code or
Speaker 3: to just wanting to search for it on your phone.
Speaker 3: Because Dallas is right, and I think also a little
Speaker 3: bit wrong, like.
Speaker 1: Dallas is definitely.
Speaker 3: Wrong, but like the idea that you do have your
Speaker 3: phone in your hand, it will always be in your
Speaker 3: hand or in your pocket. But where I do like
Speaker 3: what Telly does is it creates a sort of symbiotic
Speaker 3: relationship with a sort of pseudo mobile that's just sitting
Speaker 3: in front of your TV.
Speaker 6: And that's really really smart.
Speaker 3: I've seen now years it's gonna be doing shit that
Speaker 3: these guys haven't even thought about yet because it's going
Speaker 3: to be a runaway train, right.
Speaker 2: But I think I think that there's an aspect of
Speaker 2: gamification here in terms of the real estate that we have,
Speaker 2: whether it's a forty two inch LG which I have,
Speaker 2: a fifty five inch Samsunkurve which I also have.
Speaker 1: And these are great devices. Still, it could be five, six, seven.
Speaker 2: Eight years old and the platform gets better. I think
Speaker 2: your web os is now ten years old, right, yeah,
Speaker 2: so I mean it's survived. So they are developers who
Speaker 2: have barely dug their teeth and their brains into what
Speaker 2: c TV can do. And David, I think that where
Speaker 2: you guys come out in terms of new formats and
Speaker 2: content I think is really interesting because everybody here on
Speaker 2: stage could be jamming with you next year to take
Speaker 2: CTV to the next level.
Speaker 1: We are a band.
Speaker 3: By the way, there's a difference between commace and advertising.
Speaker 3: Can we just be like yes if we jump in
Speaker 3: there two big differences because as an industry, we're losing
Speaker 3: our way in advertising. But this is a discussion about commas,
Speaker 3: which is a totally different thing.
Speaker 6: No, No, it's a great distinction.
Speaker 9: But ultimately, I think where we have always led is
Speaker 9: getting people comfortable with shopping from TV and how they
Speaker 9: do that and being entertained. I mean, we're not set
Speaker 9: up necessarily for thirty second or minute ads, although we
Speaker 9: could do that. I mean, our differentiator is being able
Speaker 9: to really go deep, and not every product lends itself
Speaker 9: to that, but how to demonstrate and do things that
Speaker 9: are just you can't get.
Speaker 6: Any place else.
Speaker 9: But that transaction piece has always always been a critical part.
Speaker 9: And then there's attribution that goes with that. We've gotten
Speaker 9: really really good at attribution in number of ways, so
Speaker 9: it doesn't have to be necessarily one hundred percent direct
Speaker 9: for us to figure it out.
Speaker 6: But you know, you have to one work with the
Speaker 6: platforms because each platform has different priorities.
Speaker 9: Some really want to emphasize the TV remote, others are
Speaker 9: less so, and we're again agnostic as to how people transact.
Speaker 9: I mean, we want to make it as frictionless and
Speaker 9: as seamless for the customer.
Speaker 6: That's ultimate we all want to do, and everyone's going
Speaker 6: to have a different way of doing it.
Speaker 9: I do think the technology for the first screen is
Speaker 9: getting very very close to the technology for the second screen,
Speaker 9: but the second screen at such a huge head start
Speaker 9: that customer behavior is such that's where they're comfortable doing it,
Speaker 9: not necessarily on that first screen, but that'll change.
Speaker 8: Yeah, I think not to be the skunk at the
Speaker 8: garden party, but I think we also have just have
Speaker 8: to be honest. The reality is that there's been there
Speaker 8: has been so little innovation in the TV because of
Speaker 8: the commoditization. The innovation and race has been how cheap
Speaker 8: can we make it? When you walk into a Best
Speaker 8: Buy or Costco. Seventy percent of consumers have no brand preference.
Speaker 8: It's what is the chiefest TV.
Speaker 1: On the market.
Speaker 8: So if that is your race to the bottom of
Speaker 8: the commoditization, you were not funding high tech innovations into
Speaker 8: that TV. You were not building a testa level operating
Speaker 8: system that can be updated every two weeks with brand
Speaker 8: new features and functions. And I think you know the
Speaker 8: different switch that we took to the marketplace is that said,
Speaker 8: let's get out of the commoditized race.
Speaker 1: Let's just give the TV away for free.
Speaker 8: By giving the tvway for free and making an ADS,
Speaker 8: we then say, okay, now we can build the most powerful,
Speaker 8: smartest TV with technology and designed to live on your
Speaker 8: wall for seven years. We don't want to sell you
Speaker 8: a new TV next year. We need that TV to
Speaker 8: get better every week and every month that it's on
Speaker 8: the wall. When you take that approach, now you're taking
Speaker 8: the iPhone approach, where you're saying it has to have
Speaker 8: the same level of technology as that second screen. It
Speaker 8: has to be able to take over a whole bunch
Speaker 8: of other you know, the way the iPhone eliminated entire
Speaker 8: classes of products. None of us are carrying around walkman's
Speaker 8: or garment GPS devices anymore.
Speaker 1: We're seeing the same thing. We think the same thing
Speaker 1: is going to happen in living room.
Speaker 8: You're no longer going to have an external speaker, You're
Speaker 8: not going to have a voice assistant, You're not going
Speaker 8: to have a slewly as third devices because your TV
Speaker 8: should do that. And when your TV does that, you
Speaker 8: start to have a whole new world of advertising opportunities
Speaker 8: to become available. And I think that's what we're just
Speaker 8: starting to see, certainly from Telly's perspective some other players,
Speaker 8: is what else can the TV do? And to do
Speaker 8: that you have to maybe spend more than five cents
Speaker 8: on the speaker system.
Speaker 1: You have to spend a little more on some of
Speaker 1: the technology.
Speaker 8: And get out of the commoditization race to the bottom
Speaker 8: and start thinking about the TV as a different type
Speaker 8: of device.
Speaker 1: Go ahead for it.
Speaker 3: Can I just so there's something that you said that
Speaker 3: I really agree with and something come out.
Speaker 1: This is like, no, Dallas is always right, there's nothing.
Speaker 1: That's why he's on this panel.
Speaker 3: But there's also something that Mark and I talked about.
Speaker 3: Remember we were sitting outside at TV ATNSF and the
Speaker 3: sun was shining and you know, we're having a lovely lunch, right, Like,
Speaker 3: we talked about something then that I think is being
Speaker 3: talked about now, which is the emergence. And this is
Speaker 3: not my wheelhouse as an advertising right, but definitely my
Speaker 3: wheelhouse is someone who's obsessed with something which I don't
Speaker 3: see happening first enough, which is television going from being
Speaker 3: a one way channel of communication to something that's actually bilateral,
Speaker 3: something where right, actually a place where you go sort
Speaker 3: of like where what where where Web one dot became
Speaker 3: two dot?
Speaker 6: TV needs to be.
Speaker 2: So that's the premise of this entire organization, like what
Speaker 2: Tracy started back in nineteen ninety eight. So interactive TV today,
Speaker 2: and and god knows, there are many of us in
Speaker 2: the room who we have the stretch marks.
Speaker 1: To prove it, who gave birth to all this stuff in.
Speaker 2: The nineties and now we're here. We used to say
Speaker 2: interactive TV is just around the corner. We stopped saying
Speaker 2: that probably around twenty ten so, and part of it
Speaker 2: was because of the smartphone, yes, and the second screen, yes,
Speaker 2: But I think that you know, we've had big companies
Speaker 2: like Comcast, the Unbungler this week with Skyglass and other
Speaker 2: things Exfinity, Zoomo, all the voices is.
Speaker 1: All those features. But we're here.
Speaker 2: Talking about this ecosystem and this is still a hit
Speaker 2: driven business. And you know, and and and ads go
Speaker 2: with hits. And by the way, I am gonna plug
Speaker 2: another panel here just.
Speaker 1: Because I think he's so cool.
Speaker 2: Alfonso TV, which was sold to LG and the basis
Speaker 2: of LG as Ragu Kotage is doing a session I
Speaker 2: think at three point thirty and he's with a nok TV,
Speaker 2: which is super cool AI driven curation tool, but you know,
Speaker 2: but which will help you find the hits.
Speaker 1: So let's talk about hits.
Speaker 2: I mean, Mark, you're investing a lot of money and content, right,
Speaker 2: Let's let's talk about what you're putting on those smart TVs.
Speaker 6: Yeah, definitely to that point.
Speaker 7: Actually, I want to talk about like the innovation that definitely,
Speaker 7: the pressure in terms of the price point and the
Speaker 7: commoditization of the TV is definitely a concern, especially for LG.
Speaker 1: How much of a discount are you going to give.
Speaker 6: Us on LG is to continue to innovate.
Speaker 7: But what we're seeing is you're gonna we're gonna diversify
Speaker 7: our TV experience. Like I just mentioned about lifestyle TVs
Speaker 7: getting out of the living room. We have a transparent
Speaker 7: old LED TV. I'm not sure if you guys seen
Speaker 7: it where you can see through it.
Speaker 1: It's awesome.
Speaker 7: It's it's launching pretty pretty shortly, but We're also looking
Speaker 7: at ways where we have different touch points. You know,
Speaker 7: when I mentioned about being a smart life solutions company,
Speaker 7: I don't know if you know. We we have webOS
Speaker 7: in hotels, like if you go to a Marriott today,
Speaker 7: you'll see a webOS experience in hospitality. We have it
Speaker 7: in digital signage. We also have it in smart monitors,
Speaker 7: smart projectors, and we just recently launched in auto and
Speaker 7: so we have all these new touch points that we
Speaker 7: can engage the user in new experiences now to the
Speaker 7: point of fast and LG channels. It's definitely the foundation
Speaker 7: of our ad business and it's what is accelerating the
Speaker 7: revenue on the platform. And so the company has made
Speaker 7: a decision that we will invest one billion dollars into
Speaker 7: content by twenty twenty seven.
Speaker 6: That could be originals.
Speaker 1: Like so Apple's going down and You're going up. I
Speaker 1: love that.
Speaker 7: Yeah, And this is just showing the commitment that, you know,
Speaker 7: we're trying to find the right content to engage the user,
Speaker 7: not only just for ad monetization, but just to grow
Speaker 7: that viewership. And one other data point I'll share just
Speaker 7: recently is that we can monitor like the usage by
Speaker 7: hours of HTMI connection or OTT for webOS.
Speaker 6: We fifty seven percent of.
Speaker 7: All viewing is on OTT, so we're seeing really good
Speaker 7: engagement on not just only fast but overall engagement into
Speaker 7: smart TV.
Speaker 3: So go ahead for it Watson to drop one through
Speaker 3: piece of advice to LG and whoever's setting that billion
Speaker 3: dollar check, make is a little of your ROI on
Speaker 3: that billion dollars, like contingent upon just selling twenty and
Speaker 3: forty foot shipping containers in ad breaks as possible. Look
Speaker 3: at other ways that brands can exist on TV, and
Speaker 3: then you'll get an ROI on that billion dollars. But
Speaker 3: before until we start looking beyond this seventy year old
Speaker 3: idea that we're going to stop someone's show and think
Speaker 3: that they're actually going to watch a bunch of ads
Speaker 3: back to back, like it's only getting harder.
Speaker 2: That the reason if I am Telly, I can watch
Speaker 2: an ad my lower third while I'm watching.
Speaker 1: The people are making a change.
Speaker 10: But I'll tell you Origin our company not at all
Speaker 10: like Origin only exists today because there is we are
Speaker 10: proof that there's a big problem that people aren't paying attention.
Speaker 6: Right.
Speaker 3: That is what we are paid to solve, and that
Speaker 3: is what we do but Dan Raed is only going
Speaker 3: to get harder.
Speaker 8: So I think what we're one hundred percent seeing is
Speaker 8: the need to go Look, I've said it for a
Speaker 8: long time.
Speaker 1: I think we're actually in the golden age of advertising.
Speaker 8: I've never been more excited because we've all wanted to
Speaker 8: go beyond.
Speaker 1: The thirty second ad. I don't know a single Creed
Speaker 1: a person who says, God, I'm.
Speaker 8: So excited that I get to create a thirty second
Speaker 8: ad stuck between content that it's going to drive no outcome.
Speaker 8: And what we're seeing now is the ability to really
Speaker 8: think beyond the thirty second ads. I'll give you an
Speaker 8: example of something that we're doing. This is what I
Speaker 8: love about AI. So back in the day when I
Speaker 8: was at Roku, we launched Roku Today, which was this
Speaker 8: weekly show that came out. It was basically an advertorial,
Speaker 8: was sponsored by somebody huge production capability, took a lot
Speaker 8: of money to do it.
Speaker 1: They hired actors.
Speaker 8: Maria Menudos was the host great and that was one
Speaker 8: hundred percent reason for that was to drive an ad
Speaker 8: block at Telly. If you turn your Telly on today,
Speaker 8: you have Telly Today, which is a daily produced show
Speaker 8: for you breaking news, top things to watch, and we
Speaker 8: do it all on AI. The entire show, the host
Speaker 8: is AI, the contents AI and that is one of
Speaker 8: the highest ad breaks that we have on our television
Speaker 8: and that's.
Speaker 1: Telly Today, Telly Today.
Speaker 8: So that is an example of how you go beyond
Speaker 8: the thirty second ad, how you create an engaging experience,
Speaker 8: how you do it in a way that doesn't cost
Speaker 8: you to have to drive to raise to the bottom
Speaker 8: of monetization.
Speaker 1: But then in the consumer actually likes likes it. So
Speaker 1: I want to go back to content.
Speaker 2: Jennifer Fubo has been spending wisely in content. Talk about
Speaker 2: how you're increasing the content strategy.
Speaker 4: Yeah, but I also wanted to before I jump into that,
Speaker 4: I want to talk about the thirty because I think
Speaker 4: with address ability now and to be able to being
Speaker 4: able to go down and really target the right consumer
Speaker 4: with the right message, we've made such huge progress. So
Speaker 4: there's less waste and you're not seeing things as a
Speaker 4: woman in terms of a male advertisement.
Speaker 5: So we're becoming.
Speaker 4: More relevant and really getting better and giving content to
Speaker 4: the right person at the right time, and it's just
Speaker 4: getting better and better. And then I also think it's
Speaker 4: in terms of innovation on the glass as well, you
Speaker 4: know going back and you know home screen banners, producing content,
Speaker 4: skinning the home screen.
Speaker 5: There's a lot of different.
Speaker 4: On platform innovations that Even at Fubo, we've launched triple
Speaker 4: Play where we allow advertisers to ingest their content as entertainment.
Speaker 4: For advertisers, we did that with Walmart where they ran
Speaker 4: their back to school campaign. It allows them to extend
Speaker 4: their content and interactive, you know, interact with a young
Speaker 4: family audience and really kind of break through a.
Speaker 5: Lot of the clutter. So I think that's super important.
Speaker 3: Yeah, well I want to qualify because that's fair.
Speaker 6: I'm always in my.
Speaker 3: Brain and as a mistake, but I'm always thinking beyond beyond, right,
Speaker 3: Like things are getting better. They these shipping containers are working,
Speaker 3: and we are fighting to make them work better in
Speaker 3: an age of where performance is expected and mass is expected.
Speaker 6: What I'm thinking is in the distant.
Speaker 3: Future, we are fighting a tide and we just need
Speaker 3: to understand that, Like it isn't that people want.
Speaker 1: But part of this is really shifting behaviors.
Speaker 6: It seems to.
Speaker 9: Find new ways for brands to exist, right, But part
Speaker 9: of this is shift behaviors and that's one of the
Speaker 9: things that I like about this.
Speaker 2: Panel, and quite frankly, all of you bring these these
Speaker 2: really diverse perspectives to this, whether it's on the device
Speaker 2: side or uh you know, on the OS or just
Speaker 2: the creative side.
Speaker 1: But you know, part of the fight that.
Speaker 2: We have in attention is really what's on the screen,
Speaker 2: and live TV is really the last bastion of that
Speaker 2: and Fubo, you know, with live sports.
Speaker 1: I mean, let's talk about.
Speaker 2: Why we were seeing money, money, money, money, money in sports,
Speaker 2: because that's where the attention is well and.
Speaker 4: We saw, I think we all saw on Friday night
Speaker 4: how important live sporting events are.
Speaker 1: You can still if you call that a sporting events.
Speaker 1: The women's the Women's tournament was that was the heck
Speaker 1: of a match.
Speaker 6: There we go.
Speaker 5: But it does show the power of live.
Speaker 1: Sixteen million households watch that live, right.
Speaker 4: And we've been doing live sporting events for ten years,
Speaker 4: so we really had that.
Speaker 2: And I was a subscriber for half of those years
Speaker 2: because of La Liga.
Speaker 5: Well we thank you for that.
Speaker 4: So yeah, sports listen, sports is king, live is king,
Speaker 4: and when you really lean into that from that's why
Speaker 4: brands are always dying to be part of sports and
Speaker 4: live sporting events because there's not better engagement, there's not
Speaker 4: better attention, there's not better.
Speaker 2: Well, your user experience has always been phenomenal, So kudos,
Speaker 2: you know. And I think that you've survived a certain
Speaker 2: scary thing earlier this year and you know, stay alive
Speaker 2: till twenty twenty five and and.
Speaker 1: Good on you for that.
Speaker 2: But I think that that you know, when I look
Speaker 2: at where the content strategy is, and David, I want
Speaker 2: you to talk about this too, because you know, you
Speaker 2: can buy a turbo cooker on QBC, but there's also
Speaker 2: some cool content there too, so talk talk about how
Speaker 2: live plays into your monestation strategy.
Speaker 6: No, absolutely, I mean we started as live.
Speaker 9: If you look at QVC and we have HSN two,
Speaker 9: QVC primarily live, QVC two about half live, QVC three
Speaker 9: all taped not a coincidence. QVC does much better than
Speaker 9: KVC two than QVC three. And I think there's this
Speaker 9: things between live, linear and BOD and live is by
Speaker 9: far people want to feel up to date in the
Speaker 9: moment sense of urgency. All those things taped to live
Speaker 9: or repeats a live in a linear concept does better
Speaker 9: that's why you're seeing such a resurgence and fast with
Speaker 9: single IP channels and things like that, because people don't
Speaker 9: want to have to go through bod Venus and things
Speaker 9: like that to find it. But answer your question, in
Speaker 9: our streaming service QVC plus HSN plus, we can play
Speaker 9: with a lot of different formats and if we're finding
Speaker 9: things that work well, we have Busy this Week, which
Speaker 9: is a reinvention of Busy Tonight Busy Phillips talk show. Yeah,
Speaker 9: we've reinvented and it really is a talk show. She
Speaker 9: has a great guest, but we do integrate shopping into that.
Speaker 6: So there's a lot of formats we can use.
Speaker 1: So you you you know what I love is that
Speaker 1: you guys kind of go back to the future. I mean,
Speaker 1: Fred was talking.
Speaker 2: About what's been happening for seventy years and television started
Speaker 2: here in New York City, thank you very much, so
Speaker 2: almost one hundred years ago. But we can talk TV
Speaker 2: history outside later.
Speaker 1: So LG very proud, and of course Zenith is part
Speaker 1: of that.
Speaker 2: But also I think you have ion too, right, so
Speaker 2: talk about your live strategy, Mark.
Speaker 7: Yeah, I think what you're seeing is uh, well, the
Speaker 7: top performing content on LGA channels, just in a similar
Speaker 7: manner with Fubo is live content. So recently with Ion
Speaker 7: with the WNBA games, it was the top performing content
Speaker 7: that was on LG channels. As well as the recent
Speaker 7: debates and the election coverage and the hurricane coverage, those
Speaker 7: all spiked in terms of usage and engagement on on
Speaker 7: Fast or LG channels on LG, so live content is
Speaker 7: definitely an important aspect to drive that engagement on the platform.
Speaker 2: Yeah, and so, I mean, Mark, you're you're a really
Speaker 2: og of the os world in c TV. I think
Speaker 2: you were with Higher a long time ago for those
Speaker 2: who remember, very proud brand and right, but I mean
Speaker 2: we could.
Speaker 6: Talk about the first partners of Roku back then.
Speaker 2: Yeah, I mean, I mean, look, I was at the
Speaker 2: event that when Konka came in in ninety nine and
Speaker 2: we were like, oh it wasn't that cute?
Speaker 1: It was right over there, and you know, so where
Speaker 1: do you see this going?
Speaker 2: You know, in another five years from your perspective, I
Speaker 2: want each of you to quickly touch on this. I mean,
Speaker 2: we won't be talking so much about CTV monetization is
Speaker 2: a special thing. It'll just be I mean, I'll give
Speaker 2: you my quick take, which is really an amalgamation of.
Speaker 1: Everything here, which is I think that that.
Speaker 2: We'll recognize that that portal, that glass, that that thing,
Speaker 2: that infrastructure. However we do it, whether it's gesture based,
Speaker 2: is it projected, but but that I think it'll become
Speaker 2: closer to that because we'll be able to do more
Speaker 2: with that real estate.
Speaker 1: Do you feel that way as well? Yeah, excuse me, no, definitely, No,
Speaker 1: I know it's emotional.
Speaker 6: Yeah, emotional it is because it's five. It reminded me
Speaker 6: of higher in those days.
Speaker 7: But you know, there's a lot of advancements happening from
Speaker 7: an LG perspective. You know, I mentioned how we're expanding
Speaker 7: the device categories, we're expanding to new touch points with
Speaker 7: the consumer where we're diversifying the business models not just
Speaker 7: limited to advertising, trying to engage the user and content
Speaker 7: like t bot that just launched in Europe where you
Speaker 7: can just buy a movie on the on the glass
Speaker 7: and these diversified. Like, we feel a responsibility that we
Speaker 7: need to enhance the consumer experience to give them a solution,
Speaker 7: whether it's possibly a super bundeling right in the future.
Speaker 7: We feel a responsibility that we're in these touch points
Speaker 7: that we want to engage the user, and and it
Speaker 7: comes with the trust, right, like I think.
Speaker 2: Trust If I if I have that trust, I'm going there.
Speaker 2: David Alpasaliko, what do you think five years from now?
Speaker 9: I would just said that people are always always going
Speaker 9: to watch engaging, immersive content on a big screen, and
Speaker 9: how we continue to monetize that will continue to evolve.
Speaker 9: We've had ad models, we've had subscription models, we've had hybrids,
Speaker 9: and that'll continue and what's best serves the customer, and
Speaker 9: the customer will.
Speaker 2: Tell us Yeah, and your brand has survived a long
Speaker 2: time and you've been there a wee bit a titan,
Speaker 2: Yeah you have Yeah, Jennifer Monson quickly, Yeah.
Speaker 4: I think in five years, sports and there's gonna be
Speaker 4: more fragmentation in the market, more people vying for those dollars,
Speaker 4: so really aggregating great content kind of what the rest
Speaker 4: of the panel here mentioned is going to be super important.
Speaker 4: And then innovation ad innovation really giving going back and
Speaker 4: giving the consumer what they want when they're whether they
Speaker 4: know it or not, is going to be super super important.
Speaker 1: It's great pretty gold free Hello.
Speaker 3: I think I mean five years is what five hundred
Speaker 3: years and pretty much any other industry. Yes, And therefore
Speaker 3: I'm going to stick my neck out and I say,
Speaker 3: I think we will be beyond advertizing as we know
Speaker 3: it today. I think that we will have finally figured
Speaker 3: out and accepted that brands do need to exist in
Speaker 3: order to have people like Mark get paid and people
Speaker 3: to buy Dallas's Triple TV.
Speaker 6: But to sell your fruit, you.
Speaker 1: Buy the gas so you can get the free TV.
Speaker 3: Is the Branzi to be then We'll have worked out
Speaker 3: a lot of very different ways for them to be there.
Speaker 1: Yeah, Dallas, Like I.
Speaker 8: Think, if we want to see the number of dollars
Speaker 8: that have moved into digital to start coming back into TV,
Speaker 8: we have to sell TV the way we sell digital.
Speaker 8: And by that I mean we talked about attention just briefly.
Speaker 8: We do not sell TV attention the way we sell
Speaker 8: attention in digital. In digital, I know if I reached
Speaker 8: you and TV, for the most part, I just know
Speaker 8: if the TV was on.
Speaker 1: So I'll give you a quick data point.
Speaker 8: So we analyzed a major NFL sporting event, thirty to
Speaker 8: thirty five percent of the time the room is empty
Speaker 8: when the commercials are airing. We have a millimeter wave
Speaker 8: censor on our TV. Lets us know how many humans
Speaker 8: are in front of the TV. Advertisers want to buy people,
Speaker 8: not empty rooms. And so I think that's my hope
Speaker 8: is in the next couple of years we start moving
Speaker 8: towards selling TV the way we sell digital, and I
Speaker 8: can reach the actual person in the room or people
Speaker 8: in the room and know that I did it with and.
Speaker 1: That is super cool.
Speaker 2: And the next time that we're all together, we're going
Speaker 2: to talk about this future TV.
Speaker 1: That's the close.
Speaker 11: So for Mark Lee, give it up for Mark Lee,
Speaker 11: David Afastaliko, Jennifer Monson, Fret Godfrey, Dallas Lawrence, I'm Chris
Speaker 11: pat we're outside.
Speaker 6: We gotta hit the stage.
Speaker 1: Have a great day, World Television Day.
Speaker 6: Thank you people,