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 ?

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