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Making Innovation Real

Explore the journey of HBO, Time Inc., and TACODA in making innovation a reality in the media industry. Discover the obstacles faced, breakthrough moments, and strategies employed to foster a culture of risk-taking and experimentation. Learn how to dismantle barriers and create a competitive advantage in an ever-evolving digital landscape.

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Making Innovation Real

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Presentation Transcript

  1. Making Innovation Real iMedia Breakthrough Summit March 2011

  2. Experiences in Innovation(or lack thereof) • HBO • Time Inc. New Media • TACODA • ad summos

  3. HBO STATUS QUO INNOVATION Satellite Multiple tiers Original Movies & Series Multiplexing/HBO On Demand Streaming/HBO GO Microwave Single Pay Theatrical Films Linear Cable Distribution

  4. Time Inc. New Media • Entrenched fiefdoms • Preserving the existing business • The Lure of Digital • Full Service Network: Orlando Test • Pathfinder: blackhole.com

  5. TACODA • Advent of Audience Buying: People not Pages • Behavioral technology (2001) to network (2005)

  6. ad summos • Solving the problem of attribution • Moving away from engagement or click-through • Marrying offline to online • Census not sample • SOV on premium midtail sites

  7. Three Key Questions • What are the barriers to innovation within your organization? • How can you break down those barriers to create a competitive advantage? • How can you foster a culture of risk taking and experimentation?

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