Interactivity Katherine Marlow Interactive Sales Manager, ITV

80% of UK homes don’t watch TV anymore

80% of UK homes don’t watch TV anymore

They watch Digital TV

Interactivity…

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

Offer Advertisers most relevant products to suit objectives

Increase touch points with ITV Viewers

Offer viewers more engaging content to keep them with TV

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

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

Our Approach Your Brand VOD Web 2.0 Sponsorship Spot Mobile Cross Media Solution iTV

Audience becoming “red button” literate % of audience aware of ability to “press red” and interact Source: ITV Vision Panel

Young / DSAT users more likely to interact % of audience whom have ever interacted with an Ad Source: ITV Vision Panel

Samples and Competitions most likely to drive an interaction Motivations to “press red” and interact with an Ad Source: ITV Vision Panel % Audience

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

* 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

Creatives Range to meet objectives In broadcast and out of broadcast Impulse Response Microsite Mini DAL DAL Same cross platform

Range to meet objectives

In broadcast and out of broadcast

Impulse Response

Microsite

Mini DAL

DAL

Same cross platform

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

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

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

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

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

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

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

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

Integrating the red button Earlier in planning process Creative relevance for content COI / Citreon recent examples

Earlier in planning process

Creative relevance for content

COI / Citreon recent examples

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)

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)

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

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

Interactive measurability BARB viewing Sky view Responses (return path and mobile) Emuse tracking to follow

BARB viewing

Sky view

Responses (return path and mobile)

Emuse tracking to follow

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

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

ON DEMAND IPTV PVR SATELLITE NETWORK Content Platforms

Types of Content 30’s TV SPOT LONGFORM - DALS - GREEN BUTTON SKY ANYTIME/ VOD VIRGIN/CABLE BT VISION SHORTFORM - MOBILE - BROADBAND

LONGFORM

- DALS

- GREEN BUTTON

SKY ANYTIME/ VOD

VIRGIN/CABLE

BT VISION

THE FUTURE… Expand existing offering to new platforms / channels Further integration with Airtime and Sponsorship GREEN button / Advertising innovations Cross channel collaboration for pitches

Expand existing offering to new platforms / channels

Further integration with Airtime and Sponsorship

GREEN button / Advertising innovations

Cross channel collaboration for pitches

Convergence of All

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%

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%

Convergence DSAT – 21,237 responses DTT (freeview) – 13,312 text responses TEXT THUMBS OR SWITCH TO 63330 Mobile – 15, 911 responses

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.

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

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%

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%

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%

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%

Interactive Programming / Sponsorship EGTA 2007

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….

Adding interactivity to our programming

Viewers now demanding more content

Over 30 Interactive campaigns this year (up YOY)

Across ALL genres

Multi-platform distribution….

Bad Lads Army

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!

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!

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

Permanent area under Participation TV - enhancing existing content

Access to exclusive content – scheduled channels behind red buton

Made for VOD content

Demonstration…

AD INNOVATIONS…………… Total Freedom of Content Total Freedom of Advertising

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.

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.

Importance of Interactivity "I hear and I forget, I see and I remember, I do and I understand."