Interactive Digital TV in Belgium
+ status on Interactive Advertising.
Briers Thierry
Marketing Manager IDTV Interactive S...
Interactive Advertising on IDTV

• The world is changing....what’s the impact on TV advertising?




• What is new on inte...
“ A radical advertisingoccurring in the
            change is
  World of              and marketing
                      ...
TV has changed …..
Marketing has changed….and more…




Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google
More Choice
More Media
                Today, media is more and
                more fragmented

                • hundreds of radio s...
More Access
Consumers are not listening anymore




Interruptive marketing ALONE is not enough…


Source: http://www.iirusa.com/upload...
Rethinking Marketing

       From                To


      Passive             Active
       Fixed             Portable
 ...
Rethinking Marketing


Interruptive           Interactive
And on top of that....

  There is a major downturn out there !!!

“Most companies are cutting in their marketing budget.....
Will Interactive Digital TV
play a new Role in this shift ?
What is new on IDTV ?
NEW
1. Customized interactive interface
Customized interface for Broadcasters

Channel Homepage, VoD catalogue or Digitext via Red Button
Customized interface for Broadcasters

Participating TV via Red Button
       VTM                          VRT            ...
Customized interface for IDTV Operators

Online services (news, VoD catalogue, Weather, …) via Blue button
NEW
2. Customers contact information
Customers contact information




    IDTV providers are developping individual viewer’s
    contact database.
     • gath...
NEW
3. Full “virtual” keyboard on screen
Full keyboard on screen



                            Helps writing text
                          with the remote control
NEW
4. Call to action inserter
Call to action inserter



                          Display call to action
                              “Press Red now”
...
What is interactive advertising
 on Interactive Digital TV ???
Use of online & interactive digital TV
platforms to communicate with viewers and
promote brands, products and services…
Interactive advertising on IDTV also
creates a new bridge between traditional
TV media and online opportunities.
         ...
What are the new formats ?

 • Ad VOD

 • Advertiser IDTV site

 • Interactive Visibility : “Call-2-Action”
1.        Ad VOD
     • Traditionnal (or interactive) video ad before (channel) VOD
        • Incrusted in the video or Us...
2.   Advertiser IDTV site

     “DAL”      Dedicated
                Advertiser’s
                Location
3.        Interactive Visibility : “Call-2-Action”
     Provide access & call-to-action to Adertiser’s IDTV site (or appli...
3.        Interactive Visibility : “Call-2-Action”
     Provide access & call-to-action to Adertiser’s IDTV site (or appli...
3.        Interactive Visibility : “Call-2-Action”
     Provide access & call-to-action to Adertiser’s IDTV site (or appli...
3.        Interactive Visibility : “Call-2-Action”
     Provide access & call-to-action to Adertiser’s IDTV site (or appli...
What are the expectations ?


   • Differentiation
   • Measurability
   • Relevance
   • Airtime efficiency
   • Control
...
What is the reach today ?

                                        2009                            2012
 Belgium NL speaki...
What does it require ?


            IDTV Browser          VOD Platform       Contact Data          Reporting
          (e...
The new players

•   Solution providers :
•   develop IDTV interactive applications for broadcasters, advertisers and othe...
The new players

•   IDTV providers :
    • Enabler of interactive TV applications & video on demand.
    • New interactiv...
Status and To Do’s.

 Most IDTV plateforms are ready (Belgacom; Telenet) and VOO also
 announced upcoming progress.

 Broa...
Thank you !

Thierry Briers
Thierry.briers@gmail.com
Mobile +32 477 25 85 85
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Interactive Digital TV in Belgium

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this presentation includes a brief analysis of the evolution of television and the emerging role of IDTV in the advertising and interactive marketing..

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Interactive Digital TV in Belgium

  1. 1. Interactive Digital TV in Belgium + status on Interactive Advertising. Briers Thierry Marketing Manager IDTV Interactive Services and User Interface 1 July 2009
  2. 2. Interactive Advertising on IDTV • The world is changing....what’s the impact on TV advertising? • What is new on interactive DTV ? • What is Interactive advertising (on IDTV) ?
  3. 3. “ A radical advertisingoccurring in the change is World of and marketing Source: Michael.Seaton ”
  4. 4. TV has changed …..
  5. 5. Marketing has changed….and more… Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google
  6. 6. More Choice
  7. 7. More Media Today, media is more and more fragmented • hundreds of radio stations • thousands of magazine titles • more than 80 TV channels per home And the Web…. • Millions of sites • Billions of pages No real mass media anymore...
  8. 8. More Access
  9. 9. Consumers are not listening anymore Interruptive marketing ALONE is not enough… Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
  10. 10. Rethinking Marketing From To Passive Active Fixed Portable Messages Interactions Dictation Conversation Promises Actions
  11. 11. Rethinking Marketing Interruptive Interactive
  12. 12. And on top of that.... There is a major downturn out there !!! “Most companies are cutting in their marketing budget... and the biggest shift in a downturn is mostly towards accountable media” → this typically means a greater spend online
  13. 13. Will Interactive Digital TV play a new Role in this shift ?
  14. 14. What is new on IDTV ?
  15. 15. NEW 1. Customized interactive interface
  16. 16. Customized interface for Broadcasters Channel Homepage, VoD catalogue or Digitext via Red Button
  17. 17. Customized interface for Broadcasters Participating TV via Red Button VTM VRT VRT RTL TVi “X-Factor” “Ster Akteur Ster Artiest” “Naaktkalender” “Miss Belgique” VTM VTM Plug TV “Mijn restaurant” “Op zoek naar Maria” “La Nouvelle Star”
  18. 18. Customized interface for IDTV Operators Online services (news, VoD catalogue, Weather, …) via Blue button
  19. 19. NEW 2. Customers contact information
  20. 20. Customers contact information IDTV providers are developping individual viewer’s contact database. • gathered once for all (existing fields availabe in TELCO’s billing Database are pre-filled) • Objective : help viewers to “autofill” his coordinates when required by interactive application.
  21. 21. NEW 3. Full “virtual” keyboard on screen
  22. 22. Full keyboard on screen Helps writing text with the remote control
  23. 23. NEW 4. Call to action inserter
  24. 24. Call to action inserter Display call to action “Press Red now” only on IDTV’s customers TV screens
  25. 25. What is interactive advertising on Interactive Digital TV ???
  26. 26. Use of online & interactive digital TV platforms to communicate with viewers and promote brands, products and services…
  27. 27. Interactive advertising on IDTV also creates a new bridge between traditional TV media and online opportunities. contributing to .... 1. Increase online campaign activation • E.g. Send a reminder in my inbox 2. Offer more content & information • E.g. Participate to a contest and win 3. Generate leads for 1-2-1 follow up • E.g. Call me for an appointment to try this car 4. Prolonge viewing experience with the brand • E.g. See the long version of a spot
  28. 28. What are the new formats ? • Ad VOD • Advertiser IDTV site • Interactive Visibility : “Call-2-Action”
  29. 29. 1. Ad VOD • Traditionnal (or interactive) video ad before (channel) VOD • Incrusted in the video or Using Ad Servers Pre-roll ad Post-roll ad Programme (VOD) Max 30 sec Max 3 Min
  30. 30. 2. Advertiser IDTV site “DAL” Dedicated Advertiser’s Location
  31. 31. 3. Interactive Visibility : “Call-2-Action” Provide access & call-to-action to Adertiser’s IDTV site (or application)
  32. 32. 3. Interactive Visibility : “Call-2-Action” Provide access & call-to-action to Adertiser’s IDTV site (or application) via 3. Interactive TV spot
  33. 33. 3. Interactive Visibility : “Call-2-Action” Provide access & call-to-action to Adertiser’s IDTV site (or application) via 3. Interactive programs on IDTV • Participating TV • voting, playing along with • Extended TV
  34. 34. 3. Interactive Visibility : “Call-2-Action” Provide access & call-to-action to Adertiser’s IDTV site (or application) via 3. Broadcaster’s portals on IDTV • Eg. VTM Strap • Sports pages, • News pages, • Meteo pages...
  35. 35. What are the expectations ? • Differentiation • Measurability • Relevance • Airtime efficiency • Control • Richer experience
  36. 36. What is the reach today ? 2009 2012 Belgium NL speaking : • population (Households) : 2.800.000 2.800.000 • IDTV customers* (estimation): +/- 1.000.000 +/- 1.800.000 • Σ interactive presence in FL : +/- 36% +/- 64 % Belgium FR speaking : • population (Households) : 1.600.000 1.600.000 • IDTV customers* (estimation): 250.000 1.000.000 • Σ interactive presence in Wal : 15.6% +/- 62.5% •Non official figures : only for illustrative purposes •High level estimation for 2012
  37. 37. What does it require ? IDTV Browser VOD Platform Contact Data Reporting (enable to display (streaming free Management (get usage & From IDTV Interactive or paying video Customer profile (Get & manage providers & online pages On Demand) Informations from contact info On TV screen) & “auto fill“ Interactive traffic) interactive forms Logo Inserter VOD Adservers (display Call to Available (manage ads & action only delivers to To be on IDTV screens) developped VOD viewers) From Media Touchpoints Touchpoints Touchpoints Touchpoints (TV stations)
  38. 38. The new players • Solution providers : • develop IDTV interactive applications for broadcasters, advertisers and other content providers • Multiplateform know-how • Expert in intertactive TV ergonomy. • Agregates IDTV application results and transforms in workable data.
  39. 39. The new players • IDTV providers : • Enabler of interactive TV applications & video on demand. • New interactive media
  40. 40. Status and To Do’s. Most IDTV plateforms are ready (Belgacom; Telenet) and VOO also announced upcoming progress. Broadcasters and IDTV providers are still discussing the business models and the repartition of responsibilities around these new formats. Offers for thes new formats are almost there.... Discussions over the reporting of interactive advertising have started recently and need to deal a.e. with respect of privacy, customer’s informations ownership.
  41. 41. Thank you ! Thierry Briers Thierry.briers@gmail.com Mobile +32 477 25 85 85

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