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Transcript of ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV...
iTV – It’s Here!
Ben Mendelson, Pres.
ITV Alliance
iTV – It’s Here!
Ben Mendelson, Pres.
ITV Alliance
General SessionGeneral Session
What is iTV?
for the viewer: It’s about the “thumb”. It’s about new things you can do with the
remote control.
for the advertiser: It’s about a new relationship with the viewer. New Tools. New Value. New Opportunity.
Alphabet Soup VOD (video on demand) IPG (interactive program guide) DVR (digital video recorder) eTV (enhanced Television) xTV (extended Television) Home-entertainment gateway
iTV is here. TODAY Over 30M homes have digital set top boxes (DSTB). All
have IPGs. Many have eTV. Over 40M homes regularly use a computer or cell phone
while watching TV. Over 10M homes have digital cable. This will double in
2004. And double again in 2005. Over 60% of the UK is iTV-enabled. The rest of Europe and
parts of Asia are close behind. Over 100 companies have joined together to form the iTV
Alliance.
ITV advertising is here. TODAY ITV turns TV ads from passive, impression-
based Branding into targetable, trackable Direct Marketing
Kraft, P&G, GM, etc. have been deploying successful iTV campaigns. Not testing, not trials, not prototypes.
You don’t need 20M homes to be effective. 10,000 relationships are more valuable than 1million eyeballs.
ITV is an opportunity. Not a problem.
An opportunity to find receptive, opt-in, niche audiences
An opportunity to track the effectiveness of a campaign
An opportunity to build and reinforce consumer relationships
iTV – It’s Here!
Marty Yudkovitz, Pres. Tom Hagopian, GMTiVo Open TV
Adam Gerber, SVP Karin Goss, SVPMediaVest WW GM MediaWorks
General Session General Session