ipTV and the future of advertising 20 th  April 2006
Today’s agenda <ul><li>What is ipTV? - Kieron Matthews, IAB </li></ul><ul><li>ipTV & the current media landscape - Alex Ca...
ipTV gathers momentum <ul><li>An area of growing importance to the IAB and its members. </li></ul><ul><li>ipTV is seeing m...
What is ipTV? <ul><li>Confusion remains about what is and what isn’t ipTV, even within the industry. </li></ul><ul><li>The...
What is ipTV? Content Broadband TV PC
ipTV <ul><li>The phrase ipTV more accurately refers to the delivery of content to a television, much like today’s cable se...
Internet TV <ul><li>Internet TV is accessed via a PC using a broadband connection. </li></ul><ul><li>Unlike ipTV, consumer...
The impact of ipTV <ul><li>The impact of ipTV on both the media industry and consumers is potentially enormous. </li></ul>...
Who’s operating in this market?
Who’s operating in this market? <ul><li>Online media owners, TV companies, Telcos and even production companies themselves...
Consumers need to be informed <ul><li>The term ipTV holds very little meaning for many consumers. </li></ul><ul><li>The go...
ipTV & the current media landscape Alex Cameron
ipTV advertising – opportunities for innovation  Tony Hart
ipTV: Advertising, pay per view & subscription models Clare Wells
ipTV and the future of advertising
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  • Internet TV, or broadband TV as it sometimes known, is the
  • ipTV and the future of advertising

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