INTERACTIVE ADVERTISING ON DIGITAL TELEVISION

INTERACTIVE ADVERTISING ON DIGITAL TELEVISION Saky Kourtidis

Interactivity on TV ?

Interactivity on TV
E.g. 1953, the first interactive program

Interactivity on TV
E.g. 1988, BBC’s “What’s your Story?”
This was a children's TV program presented by Sylvester McCoy. The show asked viewers to phone in with suggestions of what happens next. The best ideas are then used (presumably).

Interactivity on TV Distinction between ITV, DTV and IDTV

« A radical change is occurring in the world of Marketing and advertising » Source: Michael Saeton

A radical change More Choice…

A radical change More Media… More Media Today, media is more and more fragmented • hundreds of radio stations • thousands of magazine titles • more than 80 TV channels/home And the Web…. • Millions of sites • Billions of pages No real mass media anymore… Source: Thierry Briers

A radical change More and more channels & movies in High Definition Source: Thierry Briers

A radical change Thousands of broadcaster’s catch up programs, previews and archives Source: Thierry Briers

A radical change More Access… Source: Thierry Briers

A radical change Rethinking Marketing… INTERRUPTIVE INTERACTIVE Source: Thierry Briers

What is interactivity on digital TV ?

Interactivity on digital TV PVR, “pause live TV” and “instant rewind” 1 Source: Thierry Briers

Interactivity on digital TV Interactive services ”Press the red button...” 2 Source: Thierry Briers

Interactivity on digital TV … and also 3
Customizable TV interfaces
personalized design Interactive improved user experience intuitive browsing Platform independent traffic is measurable
Source: Thierry Briers

Customizable TV interfaces Chanel Homepage, VoD catalogue or Digitext via red Button

Customizable TV interfaces Participative TV via red Button

Customizable TV interfaces What is interactive advertising on digital TV ?

Interactive Advertising
Ad VoD
DAL or Dedeciated Advertiser’s Location
Interactive visibility – Call-2-action
iADS or interactive Advertising spots
Interactive programs
Bradcaster’s portals
Sponsored Programs

Interactive Advertising Use Online & interactive digital TV platforms to communicate with viewers and promote brands, products, services, … Source: Thierry Briers

Interactive Advertising
Interactive advertising on iDTV also creates a new
bridge between traditional TV media and online
opportunities contributing to:
Increase online campaign activation
E.g. Send a reminder in my inbox
Offer more content information
E.g. Participate to a contest and win
Generate leads
E.g. Call me for an appointment to try this car
Prolonge viewing experience with the brand
E.g. See the long version of a spot
Source: Thierry Briers

A few examples

DAL’s Dedicated Advertiser’s Locations Mediamarkt Lexus & BMW Ikea

Interactive TV spots iADS Barilla Puma Nutella Provide access and call-to-action to Advertiser’s site (or applications) via

Interactive programs Provide access and call-to-action to Advertiser’s site (or applications) via
Participative TV
voting, playing along with
Extended TV
Grimbergen Temptation island

Broadcaster’s Portals on iDTV Provide access and call-to-action to Advertiser’s site (or applications) via Sport pages, news pages, … VTM RTL

Sponsored programs Sport pages, news pages, … First sponsored program on Telenet – Electrabel – VT4 Samsung - VT4

Differentiation Measurability Targeting Richer experience Control Creativity The expectations ?

If you want to get in touch… www.cleverwood.be [email_address] Call Olivier Beaujean at +32 (0) 475 75 85 90 Cleverwood is a trademark of Fair Wood Ventures sprl/bvba Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.

INTERACTIVE ADVERTISING ON DIGITAL TELEVISION

by Cleverwood Belgium on Jan 27, 2010

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