Post on 14-Jan-2015
description
INTERACTIVE ADVERTISING ON DIGITAL TELEVISIONSaky Kourtidis
Interactivity on TV ?
Interactivity on TV
E.g. 1953, the first interactive program
Interactivity on TV
E.g. 1988, BBC’s “What’s your Story?”This was a children's TV program presented by Sylvester McCoy. The show asked viewers to phone in with suggestions of what happens next. The best ideas are then used (presumably).
Interactivity on TV
Distinction between ITV, DTV and IDTV
« A radical change is occurring in the world of
Marketing and advertising »
Source: Michael Saeton
More Choice…
A radical change
A radical change
More Media… More Media Today, media is
more and more fragmented • hundreds of radio stations • thousands of magazine titles • more than 80 TV channels/home
And the Web…. • Millions of sites • Billions of pages
No real mass media anymore…
Source: Thierry Briers
A radical change
More and more channels & movies in High Definition
Source: Thierry Briers
A radical change
Thousands of broadcaster’s catch up programs, previews and archives
Source: Thierry Briers
A radical change
More Access…
Source: Thierry Briers
A radical change
Rethinking Marketing…
INTERRUPTIVE
INTERACTIVE
Source: Thierry Briers
What is interactivity on digital TV ?
Interactivity on digital TV
PVR, “pause live TV” and “instant rewind”
1
Source: Thierry Briers
Interactivity on digital TV
Interactive services ”Press the red button...”
2
Source: Thierry Briers
Interactivity on digital TV
… and also3Customizable TV interfaces
personalized design Interactiveimproved user experience intuitive browsingPlatform independenttraffic is measurable
Source: Thierry Briers
Customizable TV interfaces
Chanel Homepage, VoD catalogue or Digitext via red Button
Customizable TV interfaces
Participative TV via red Button
Customizable TV interfaces
What is interactive advertising on digital TV ?
Interactive Advertising
1.Ad VoD2.DAL or Dedeciated Advertiser’s Location3.Interactive visibility – Call-2-action
• iADS or interactive Advertising spots• Interactive programs• Bradcaster’s portals
4.Sponsored Programs
Interactive Advertising
Use Online & interactive digital TV platforms tocommunicate with viewers and promote brands,products, services, …
Source: Thierry Briers
Interactive Advertising
Interactive advertising on iDTV also creates a new
bridge between traditional TV media and online
opportunities contributing to:
• Increase online campaign activation• E.g. Send a reminder in my inbox
• Offer more content information• E.g. Participate to a contest and win
• Generate leads• E.g. Call me for an appointment to try
this car• Prolonge viewing experience with the
brand• E.g. See the long version of a spot
Source: Thierry Briers
A few examples
DAL’s
Dedicated Advertiser’s Locations
MediamarktMediamarkt
Lexus & BMWLexus & BMW
IkeaIkea
Interactive TV spots
iADS
BarillaBarilla
PumaPuma
NutellaNutella
Provide access and call-to-action to Advertiser’s site (or applications) via
Interactive programs
Provide access and call-to-action to Advertiser’s site (or applications) via
• Participative TV• voting, playing along with
• Extended TV
GrimbergenGrimbergen
Temptation island
Temptation island
Broadcaster’sPortals on iDTV
Provide access and call-to-action to Advertiser’s site (or applications) via
Sport pages, news pages, …
VTMVTM
RTLRTL
Sponsored programs
Sport pages, news pages, …
First sponsored
program on Telenet –
Electrabel – VT4
First sponsored
program on Telenet –
Electrabel – VT4
Samsung - VT4Samsung - VT4
DifferentiationMeasurabilityTargetingRicher experienceControlCreativity
The expectations ?
If you want to get in touch…
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sales@cleverwood.be
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