ITV Presentation for Spider Event

Influencing the influencers Delivering the ITV brand online

Getting out there – summary:

The marketing challenge

Targeting the most valuable audiences

Making it happen

The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky

The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky Non –traditional channels YouTube Joost Video on Demand Mobile operators Google All Web users All Web users

And as we enter a new era of user-generated platforms, everyone is a potential competitor All Web users

The Challenge: TV content increasingly consumed on screens that are not TV screens

The Challenge: …and youth audiences are leading the way

Online video streams in the US have trebled in the last year

Over 70% of the US population watches online video once a month or more

The Challenge: TV content increasingly being taken out of its traditional environment

The Challenge: Into some strange new places…

To summarise the challenge:

Fragmentation of audiences and consumption methods makes it increasingly difficult for brands to deliver a presence in all these environments / platforms

Therefore, a new targeting approach is needed to identify and engage viewers at various levels

4 key online audiences identified: PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS AUDIENCE SIZE

We can define these audiences by the depth of interaction they are prepared to engage in Read, watch, pass on Adopting content and spreading it Enthusiastic Supporters  Fan Promoters  Creating content of their own Pioneer Fanatics  Look but don’t touch Passive Viewers 

And the minority have the greatest influence online PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS INFLUENCE ONLINE

For example Jupiter Research 2005 “Consumer Created Content” Create two thirds of the posts 90,000 users 30 people

Why are the most active users so important?

According to the Harvard Business Review:

“… the success of a particular entertainment product cannot be explained by any intrinsic quality or even by ‘appeal’ …

Hits are driven by complex networks of social influences that render accurate prediction of specific outcomes impossible.”

Source: Salganiks, Watts and Dodds for Columbia University, Feb 2006

People trust advice from friends Base: European online consumers “ I Trust”

People trust advice from friends Base: European online consumers “ I Trust” 48% of US 12 – 25 year olds claim to learn about new TV shows via online social networks and blogs

Making it happen

Secret Diary of a Call Girl

Secret Diary of a Call Girl

Risque ITV2 drama featuring Billie Piper as the mysterious blogger / call girl: Belle de Jour

Strategy developed to engage Pioneer Fanatics and Fan Promoters prior to first tx

Belle’s Facebook profile

Attracting Friends

On air Teaser promo

Pushed from itv.com

Attracting Comments and Wall posts

“ Youre [sic] blog is amazing ] I adore you [ in a perfectly normal way of course :P]”

Connected to the original Belle blog

Facebook Application to empower and reward fans

Leading into bold above the line creative

And integrated online creative

All ultimately driving to ITV2 and itv.com

Engage:

Pioneer Fanatics and Fan Promoters to discuss and interact with the content

2. Reward via:

Direct access to Belle

Facebook application

Exclusive online preview of 1 st ep on itv.com

3. The main event:

itv.com preview

ITV2 tx

itv.com catch up

Summary: Engage and Reward key online audiences By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others  Enthusiastic Supporters and Passive Viewers All groups rewarded via: - Exclusive content, tools, apps etc - High quality, on demand content via itv.com

Engage and Reward key online audiences ENGAGE EMPOWER REWARD

Thank you