Post on 15-Jan-2015
description
Interactivity
Katherine Marlow
Interactive Sales Manager, ITV
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80% of UK homes don’t watch TV anymore
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They watch Digital TV
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Interactivity…
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Our Objectives
Offer Advertisers most relevant products to suit objectives
Increase touch points with ITV Viewers
Offer viewers more engaging content to keep them with TV
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Overview
Interactivity at highest awareness levels since launch
Viewers and Advertisers alike
4 new categories activated (FMCG / Broadcasters / Press / Retail)
Channels and platforms growing
Further creative integration
Part of central marketing plans
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Your BrandYour Brand
VODVOD Web 2.0Web 2.0 SponsorshipSponsorship SpotSpot MobileMobile
Cross Media SolutionCross Media Solution
iTViTV
Our Approach
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Audience becoming “red button” literate
97.3 98.8 96.1 96 97.6 97.5 97.2 98.9 95.8
73.777.4
70.9
81.976.6
6874.4
89.8
63.5
0
20
40
60
80
100
120
All Ads Male Female 16-34 35-54 55+ ABC1 DSAThomes
DTThomes
Know they can interact with programmesKnow they can interact with some advertising
% of audience aware of ability to “press red” and interact
Source: ITV Vision Panel
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Young / DSAT users more likely to interact
30.1 30.4 29.8
45.7
31.6
21.4
30.2
39.3
22.5
0
5
10
15
20
25
30
35
40
45
50
All Ads Male Female 16-34 35-54 55+ ABC1 DSAThomes
DTThomes
Have ever interacted with an Ad
% of audience whom have ever interacted with an Ad
Source: ITV Vision Panel
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Samples and Competitions most likely to drive an interaction
56.4
43.6
25.823.5
10.76.9
55.8
44.6
27
16.511.9
6.7
0
10
20
30
40
50
60
To obtain afree sample
To enter acompetition
Don't knowwhy / nothing
wouldmotivate me
To learn moreabout the
brand
To play a game Because Ialready usethe brand
DSAT home DTT home
Motivations to “press red” and interact with an Ad
Source: ITV Vision Panel
% A
ud
ien
ce
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INTERACTIVE ADVERTISING’S EFFECT ON
BRAND AWARENESSAVERAGED OVER 18 CAMPAIGNS
12%
28%
14%
31%25%
53%
SPONTANEOUS FIRSTMENTION
SPONTANEOUS ALLMENTIONS
NON VIEWERS VIEWERS OF LINEAR AD INTERACTORSSOURCE: BSKYB / CONTINENTAL RESEARCH
Interactors generate 78% rise compared to non interactors of linear ad
Interactors generate 71% rise compared to non interactors of linear ad
* 8,188,000 covering 22,023,000 individuals / ** 8,020,000 homes covering 17,942,000 individuals / *** 3,091,000 covering 7,757,000 individuals
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Creatives
Range to meet objectives In broadcast and out of broadcast
Impulse Response Microsite Mini DAL DAL
Same cross platform
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Impulse Response
Simplest creative available Appears as small graphic overlay
over the commercial Ideal for:-
Data capture Sampling Call back and brochure
requests Allows interaction with brand whilst
advert remains in full screen
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Microsite
Same functionality as IR template but in quarter screen format
More space for detail and branding
Viewers can enter details whilst still watching commercial, allowing advertisers to increase presence on screen
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Mini DAL
Templated application with more interactive capabilities than IR and MS
Combines detail of quality print with potential and power of moving image and sound
“Jump to” application Where viewer leaves b/c
stream Bespoke audio and Video Quarter screen format like MS
or full screen Moving image brochure Purchasing capability
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DAL
Brand’s ultimate interactive television experience
Visually rich and meets bespoke needs of advertiser with audio and video and advanced functionality Calculators Store locators
“Jump to” application Where viewer leaves b/c stream
Effectively the Advertiser’s own TV channel
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Integrating the red button
Earlier in planning process
Creative relevance for content
COI / Citreon recent examples
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BT Home Hub - September 2006
6.6 million recall seeing the BT Home Hub Advert on Freeview (55% of all adults with Freeview access)
2.2 million (33% of those who recalled the advert) were aware the advert was red button enabled
C. 119,000 (6%) pressed the red button and actively engaged with the advert (of those who were aware the advert was interactive)
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Sony Ericsson - DTT - Sept 2006
5.3m Freeview adults (44%) recalled seeing the latest Sony Ericsson advert
18% of these (nearly 1m), were aware that the advert was interactive
Nearly 200,000 (20% of those aware of the iAd) went on to interact with the application
6.8m enabled freeview boxes
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Interactive measurability
BARB viewing
Sky view
Responses (return path and mobile)
Emuse tracking to follow
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Interactive Costs
2 costs
Interactive Access Fee (GROSS)
Production (Gross)
Production fee changes Now GROSS
One-off fees
No regional / channel discounts
Invoicing change
Creative / fulfilment not included
ON DEMAND
IPTV
PVR
SATELLITE
NETWORK
Content Platforms
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30’s
TV SPOT
LONGFORM
- DALS
- GREEN BUTTON
-SKY ANYTIME/ VOD
-VIRGIN/CABLE
-BT VISION
SHORTFORM
- MOBILE
- BROADBAND
Types of Content
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THE FUTURE…• Expand existing offering to new platforms / channels
• Further integration with Airtime and Sponsorship
• GREEN button / Advertising innovations
• Cross channel collaboration for pitches
Convergence of All
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Café Switch Campaign
The Café Switch DTT, DSAT and WAP
Almost 50,000 consumers requested a sample
Responses came from the following routes: SMS – 23% DTT – 19%
DSAT – 44% WAP – 13%
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DSAT – 21,237 responses DTT (freeview) –
13,312 text responsesTEXT THUMBS OR
SWITCH TO 63330
Convergence
Mobile – 15, 911 responses
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Mobile Summary
89% of respondents remembered texting the campaign
58% said the ability to text an ad increased interest in buying a product
32% visited the WAP site for product info as well as requesting the sample
45% had bought the product in store since requesting the sample
Mobile – 15, 911 responses
Gd 2 receive info and sample - taste and try
before u buy
It’s really nice coffee and i don't mind texing itv
I like texting because it's easier to get info on an advertised product than
having to phone or buy in shops.
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DTT Summary
Of those aware of the interactive element 6%, which equates to 66,000 went in to interact with the application.
As 13,312 people went on to text as per the interactive prompt the conversion rate is an excellent 20%
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DSAT Summary
Of those aware of the interactive element 21%, which equates to 223,000 went in to interact with the application.
As 21,240 people went on to submit details this shows a strong conversion rate of 10%
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Interactive Programming / Sponsorship
EGTA 2007
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IPS
Adding interactivity to our programming
Viewers now demanding more content
Over 30 Interactive campaigns this year (up YOY)
Across ALL genres
Multi-platform distribution….
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Bad Lads Army
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Highlights
Coronation Street – 3m interacting for 10 mins each month
Bad Lads Army – 900,000 people pressing red
Sharon Osbourne – 7m interacting for 5 mins
Emmerdale – 2m press red
This Morning – nearly 3m interacting
Appetite for content is there!
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ITV 24/7 content…
Permanent area under Participation TV - enhancing existing content
Access to exclusive content – scheduled channels behind red buton
Made for VOD content
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Demonstration…
AD INNOVATIONS……………
Total Freedom of ContentTotal Freedom of Advertising
Ad Innovations..Our motivational factors..
Technology Identify potential new video based ad models emerging on TV and related platforms around the world, and evaluate their potential for roll-out in the UK.
Consumer Review consumer responses to the potential ad models and identify a shortlist of those that ITV should focus on developing
Commercial Identify the opportunities that ITV are able to exploit to ascertain the technical and creative partners that ITV need to build a relationship with.
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Importance of Interactivity
"I hear and I forget,
I see and I remember,
I do and I understand."