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ipTV and the future of advertising

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  • Internet TV, or broadband TV as it sometimes known, is the

Transcript

  • 1. ipTV and the future of advertising 20 th April 2006
  • 2. Today’s agenda
    • What is ipTV? - Kieron Matthews, IAB
    • ipTV & the current media landscape - Alex Cameron, Digital TX
    • ipTV advertising – opportunities for innovation - Tony Hart, Packetvision
    • ipTV: Advertising, pay per view & subscription models - Clare Wells, Mizu
    • Q&A
  • 3. ipTV gathers momentum
    • An area of growing importance to the IAB and its members.
    • ipTV is seeing major investment from online media owners, TV companies and Telcos.
    • An exciting opportunity for both media owners and advertisers.
    • Likely to have far reaching effects on consumers’ media habits.
  • 4. What is ipTV?
    • Confusion remains about what is and what isn’t ipTV, even within the industry.
    • The term is often used interchangeably to refer to programming delivered by broadband both to TVs and PCs.
  • 5. What is ipTV? Content Broadband TV PC
  • 6. ipTV
    • The phrase ipTV more accurately refers to the delivery of content to a television, much like today’s cable services, but instead using IP technology.
    • ipTV is a carrier-led and controlled platform . There is a physical carrier that operates and controls the infrastructure.
    • The consumer interacts directly with that operator/carrier
    • Content is delivered via a broadband connection to a TV set-top box over a closed network.
  • 7. Internet TV
    • Internet TV is accessed via a PC using a broadband connection.
    • Unlike ipTV, consumers are not confined by the ‘walled-garden’ of content available from service providers.
    • the model is open to any rights holder, as it is based on the same publishing model that exists on the Web: anyone can create an endpoint and publish that on a global basis.
    • Consumers are free to access programming from whatever source they like, giving a potentially limitless choice of content.
  • 8. The impact of ipTV
    • The impact of ipTV on both the media industry and consumers is potentially enormous.
    • This can be categorised into 3 areas:
      • Interactivity – Consumers will be able to interact with programme content, advertising and even each other.
      • Content – No longer confined by broadcast schedules, ipTV will offer a huge breadth and depth of content that can be easily accessed by consumers.
      • Convergence – It will be possible to seamlessly consume media across multiple platforms – PC, TV and mobile.
  • 9. Who’s operating in this market?
  • 10. Who’s operating in this market?
    • Online media owners, TV companies, Telcos and even production companies themselves are all competing in this space.
    • The challenge is to secure the best content and deliver it to the consumer in a straightforward, user-friendly proposition.
  • 11. Consumers need to be informed
    • The term ipTV holds very little meaning for many consumers.
    • The good news is that there is widespread interest in the types of services that ipTV technology will allow.
    • The industry needs to communicate the proposition and benefits to encourage take-up of these new services.
    • Only once subscriber numbers reach a significant level will advertisers begin to seriously consider the medium.
  • 12. ipTV & the current media landscape Alex Cameron
  • 13. ipTV advertising – opportunities for innovation Tony Hart
  • 14. ipTV: Advertising, pay per view & subscription models Clare Wells
  • 15. ipTV and the future of advertising