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Vea July07

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  • Transcript

    • 1. Interactivity Katherine Marlow Interactive Sales Manager, ITV
    • 2.
      • 80% of UK homes don’t watch TV anymore
    • 3. They watch Digital TV
    • 4. Interactivity…
    • 5. Our Objectives
      • Offer Advertisers most relevant products to suit objectives
      • Increase touch points with ITV Viewers
      • Offer viewers more engaging content to keep them with TV
    • 6. Overview
      • Interactivity at highest awareness levels since launch
        • Viewers and Advertisers alike
          • 4 new categories activated (FMCG / Broadcasters / Press / Retail)
        • Channels and platforms growing
      • Further creative integration
      • Part of central marketing plans
    • 7. Our Approach Your Brand VOD Web 2.0 Sponsorship Spot Mobile Cross Media Solution iTV
    • 8. Audience becoming “red button” literate % of audience aware of ability to “press red” and interact Source: ITV Vision Panel
    • 9. Young / DSAT users more likely to interact % of audience whom have ever interacted with an Ad Source: ITV Vision Panel
    • 10. Samples and Competitions most likely to drive an interaction Motivations to “press red” and interact with an Ad Source: ITV Vision Panel % Audience
    • 11. INTERACTIVE ADVERTISING’S EFFECT ON BRAND AWARENESS AVERAGED OVER 18 CAMPAIGNS SOURCE: BSKYB / CONTINENTAL RESEARCH Interactors generate 78% rise compared to non interactors of linear ad Interactors generate 71% rise compared to non interactors of linear ad
    • 12. * 8,188,000 covering 22,023,000 individuals / ** 8,020,000 homes covering 17,942,000 individuals / *** 3,091,000 covering 7,757,000 individuals FREEVIEW SATELLITE CABLE X X X X X X X X X X X X X
    • 13. Creatives
      • Range to meet objectives
      • In broadcast and out of broadcast
        • Impulse Response
        • Microsite
        • Mini DAL
        • DAL
      • Same cross platform
    • 14. Impulse Response
      • Simplest creative available
      • Appears as small graphic overlay over the commercial
      • Ideal for:-
        • Data capture
        • Sampling
        • Call back and brochure requests
      • Allows interaction with brand whilst advert remains in full screen
    • 15.  
    • 16. Microsite
      • Same functionality as IR template but in quarter screen format
      • More space for detail and branding
      • Viewers can enter details whilst still watching commercial, allowing advertisers to increase presence on screen
    • 17. Mini DAL
      • Templated application with more interactive capabilities than IR and MS
      • Combines detail of quality print with potential and power of moving image and sound
      • “ Jump to” application
        • Where viewer leaves b/c stream
        • Bespoke audio and Video
        • Quarter screen format like MS or full screen
      • Moving image brochure
      • Purchasing capability
    • 18. DAL
      • Brand’s ultimate interactive television experience
      • Visually rich and meets bespoke needs of advertiser with audio and video and advanced functionality
        • Calculators
        • Store locators
      • “ Jump to” application
        • Where viewer leaves b/c stream
      • Effectively the Advertiser’s own TV channel
    • 19.  
    • 20. Integrating the red button
      • Earlier in planning process
      • Creative relevance for content
      • COI / Citreon recent examples
    • 21.  
    • 22. BT Home Hub - September 2006
      • 6.6 million recall seeing the BT Home Hub Advert on Freeview (55% of all adults with Freeview access)
      • 2.2 million (33% of those who recalled the advert) were aware the advert was red button enabled
      • C. 119,000 (6%) pressed the red button and actively engaged with the advert (of those who were aware the advert was interactive)
    • 23.  
    • 24.  
    • 25.  
    • 26. Sony Ericsson - DTT - Sept 2006
      • 5.3m Freeview adults (44%) recalled seeing the latest Sony Ericsson advert
      • 18% of these (nearly 1m), were aware that the advert was interactive
      • Nearly 200,000 (20% of those aware of the iAd) went on to interact with the application
      • 6.8m enabled freeview boxes
    • 27. Interactive measurability
      • BARB viewing
      • Sky view
      • Responses (return path and mobile)
      • Emuse tracking to follow
    • 28. Interactive Costs
      • 2 costs
        • Interactive Access Fee (GROSS)
        • Production (Gross)
      • Production fee changes
        • Now GROSS
        • One-off fees
        • No regional / channel discounts
        • Invoicing change
        • Creative / fulfilment not included
    • 29. ON DEMAND IPTV PVR SATELLITE NETWORK Content Platforms
    • 30. Types of Content 30’s TV SPOT
      • LONGFORM
      • - DALS
      • - GREEN BUTTON
      • SKY ANYTIME/ VOD
      • VIRGIN/CABLE
      • BT VISION
      SHORTFORM - MOBILE - BROADBAND
    • 31. THE FUTURE…
      • Expand existing offering to new platforms / channels
      • Further integration with Airtime and Sponsorship
      • GREEN button / Advertising innovations
      • Cross channel collaboration for pitches
    • 32. Convergence of All
    • 33. Café Switch Campaign
      • The Café Switch DTT, DSAT and WAP
      • Almost 50,000 consumers requested a sample
      • Responses came from the following routes:
        • SMS – 23%
        • DTT – 19%
        • DSAT – 44%
        • WAP – 13%
    • 34. Convergence DSAT – 21,237 responses DTT (freeview) – 13,312 text responses TEXT THUMBS OR SWITCH TO 63330 Mobile – 15, 911 responses
    • 35. Mobile Summary
        • 89% of respondents remembered texting the campaign
        • 58% said the ability to text an ad increased interest in buying a product
        • 32% visited the WAP site for product info as well as requesting the sample
        • 45% had bought the product in store since requesting the sample
        • Mobile – 15, 911 responses
      Gd 2 receive info and sample - taste and try before u buy It’s really nice coffee and i don't mind texing itv I like texting because it's easier to get info on an advertised product than having to phone or buy in shops.
    • 36. DTT Summary
      • Of those aware of the interactive element 6%, which equates to 66,000 went in to interact with the application.
      • As 13,312 people went on to text as per the interactive prompt the conversion rate is an excellent 20%
    • 37. DSAT Summary
      • Of those aware of the interactive element 21%, which equates to 223,000 went in to interact with the application.
      • As 21,240 people went on to submit details this shows a strong conversion rate of 10%
    • 38.  
    • 39. Interactive Programming / Sponsorship EGTA 2007
    • 40. IPS
      • Adding interactivity to our programming
      • Viewers now demanding more content
      • Over 30 Interactive campaigns this year (up YOY)
      • Across ALL genres
      • Multi-platform distribution….
    • 41. Bad Lads Army
    • 42.  
    • 43.  
    • 44.  
    • 45.  
    • 46.  
    • 47. Highlights
      • Coronation Street – 3m interacting for 10 mins each month
      • Bad Lads Army – 900,000 people pressing red
      • Sharon Osbourne – 7m interacting for 5 mins
      • Emmerdale – 2m press red
      • This Morning – nearly 3m interacting
      • Appetite for content is there!
    • 48. ITV 24/7 content…
      • Permanent area under Participation TV - enhancing existing content
      • Access to exclusive content – scheduled channels behind red buton
      • Made for VOD content
    • 49. Demonstration…
    • 50. AD INNOVATIONS…………… Total Freedom of Content Total Freedom of Advertising
    • 51. Ad Innovations..Our motivational factors..
      • Technology Identify potential new video based ad models emerging on TV and related platforms around the world, and evaluate their potential for roll-out in the UK.
      • Consumer Review consumer responses to the potential ad models and identify a shortlist of those that ITV should focus on developing
      • Commercial Identify the opportunities that ITV are able to exploit to ascertain the technical and creative partners that ITV need to build a relationship with.
    • 52. Importance of Interactivity "I hear and I forget, I see and I remember, I do and I understand."