The document discusses opportunities for interactive advertising on Microsoft's Media Center platform. It proposes forming industry partnerships, building proof of concepts, and soliciting feedback to test assumptions and refine solutions. Examples of partnerships include working with Nissan, National Geographic, and ad agency Schematic. Schematic is presented as a thought leader in design, user experience, and interactive advertising. The document discusses research showing viewers' openness to interactive ads and outlines next steps such as developing standard ad formats, enabling advertiser differentiation, and obtaining more industry feedback.

2. Dan Poling
Director, Product Planning
Microsoft Corporation

3. Media Center Opportunity
Partners
Interactive ad demo
Schematic‟s contributions
Supporting research
Industry assumptions
being tested
Next steps

4. Media Center Opportunity
Best broadband, on demand video Content
Differentiated value proposition for Advertisers
Better entertainment experience for Consumers
Media Center Response
Form industry partnerships
Build proofs of concept and test assumptions
Solicit feedback and refine the solution

5. Relevant Viewers – Media Center viewers represent an
emerging and important audience, and that audience can
be targeted from advertising service platforms
Engaged Viewers – Media Center delivers advertising
that entices viewer participation with interactive
capabilities
Measurable ROI – Media Center provides a rich client
framework for capturing and reporting viewer
engagement

6. Advertiser: Nissan
Agencies: OMD, Tequila
Content Owner: National Geographic
Solutions Partner: Schematic

7. Dan Poling
Director, Product Planning
eHome – Media Center

8. Jason Brush
Senior Vice President, User Experience
Schematic

9. One of the top 10 interactive agencies in
North America
A partner to Fortune 500
Thought leaders in Design, User
Experience, Technology and Strategy
Multiplatform: About 50% Web
The leading developer for iTV
The leading designer/developer for
Windows Media Center

10. Capabilities Drive
Interface:
Video for navigation
Motion graphics
Transitions

12. Ad Supported Paid Subscription
ABC: Lost HBO: Rome
Product Placement Sponsorship: Voluntary Funds
Coke Cups
FOX: American Idol PBS: Nova
Advertisement Promotion Programming

14. Sponsored +
ABC Full Episode Player Ad-Supported (Interactive)

18. Jason Brush
Senior Vice President, User Experience
Schematic

19. Synovate/ClipBlast! – quot;32% described Web video as too
commercial – there are too many video ads.quot;
“ABC says 87% of users could recall the advertiser that
sponsored the episode viewed.”
Qualitative feedback about online video ads:
Ad length, Ad frequency, Timers
Quantitative research on interactive ads:
Day after recall, Purchase intent
Telescoping, Social effect

20. 10' ads will be different from 2' ads
Evolution preferred over revolution
:30‟s are still main event enhanced by new capabilities
Introduce „Bug‟ as an ad Promotion
Expose interactivity w/o consumer clicks
Use animation to educate consumers
about interactive „intentions‟ of the bug
Click to Return vs. Timer
Leave Behind „substitute‟

21. Set of standard formats that scale beyond Microsoft
Create a framework that makes it easy for advertisers to
achieve a rich interactive model
Enable advertiser differentiation opportunities

22. Industry feedback
Advertisers
Agencies
Content owners
More proofs of concept
Consumer testing
Identify go-to-market partners

24. © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions,
it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.