Interactive Digital TV in Belgium
+ status on Interactive Advertising.
Briers Thierry
Marketing Manager IDTV Interactive Services and User Interface
1 July 2009

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) ?

“ A radical advertisingoccurring in the
change is
World of and marketing
Source: Michael.Seaton
”

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 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...

More Access

Consumers are not listening anymore
Interruptive marketing ALONE is not enough…
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

Rethinking Marketing
From To
Passive Active
Fixed Portable
Messages Interactions
Dictation Conversation
Promises Actions

Rethinking Marketing
Interruptive Interactive

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

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 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”

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.
• 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.

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”
only on IDTV’s
customers TV screens

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.
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

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 Using Ad Servers
Pre-roll ad Post-roll ad
Programme (VOD)
Max 30 sec Max 3 Min

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 application)

3. Interactive Visibility : “Call-2-Action”
Provide access & call-to-action to Adertiser’s IDTV site (or application) via
3. Interactive TV spot

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

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...

What are the expectations ?
• Differentiation
• Measurability
• Relevance
• Airtime efficiency
• Control
• Richer experience

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

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)

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.

The new players
• IDTV providers :
• Enabler of interactive TV applications & video on demand.
• New interactive media

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.

Thank you !
Thierry Briers
Thierry.briers@gmail.com
Mobile +32 477 25 85 85