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IPTV Advertising – Opportunities for Innovation Tony Hart Business Development Manager 20 April 2006
THE COMPANY <ul><li>Founded in May 2004 </li></ul><ul><li>Our expertise: innovative product development </li></ul><ul><li>...
<ul><li>Linear Ad Insertion </li></ul><ul><li>Broadcast TV </li></ul><ul><ul><li>Ads shown during live TV </li></ul></ul><...
CONVERGENCE OF ONLINE & TV ADVERTISING <ul><li>Reuters - Time Warner Cable is in early discussions to create an auction pl...
THE TELCO IPTV NETWORK
THE TELCO IPTV NETWORK
POSSIBLE APPLICATIONS <ul><li>Ads addressed by demographic profile or geographic location inserted into live TV </li></ul>...
BENEFITS TO NETWORK OPERATORS <ul><li>Incremental revenue from selling advertising </li></ul><ul><li>Broadcasters / IPTV o...
[email_address] www.packetvision.com
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© Packet Vision 2005 Company confidential

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© Packet Vision 2005 Company confidential

  1. 1. IPTV Advertising – Opportunities for Innovation Tony Hart Business Development Manager 20 April 2006
  2. 2. THE COMPANY <ul><li>Founded in May 2004 </li></ul><ul><li>Our expertise: innovative product development </li></ul><ul><li>Our market: fast-growing IPTV </li></ul><ul><li>Our focus: addressable advertising and content </li></ul><ul><li>£1.75M angel investment in 2005 </li></ul>
  3. 3. <ul><li>Linear Ad Insertion </li></ul><ul><li>Broadcast TV </li></ul><ul><ul><li>Ads shown during live TV </li></ul></ul><ul><li>Inefficient Reach </li></ul><ul><ul><li>Buckshot approach, must pay for large audience to reach relatively small target profile </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Audiences estimated by Nielsen ratings </li></ul></ul><ul><li>Ad Placement </li></ul><ul><li>Time Shifted and On Demand TV </li></ul><ul><ul><li>Ads placed over time </li></ul></ul><ul><li>Highly Targeted </li></ul><ul><ul><li>Ads placed based on </li></ul></ul><ul><ul><ul><li>Program </li></ul></ul></ul><ul><ul><ul><li>Time Viewed </li></ul></ul></ul><ul><ul><ul><li>Viewer profile </li></ul></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Detailed real-time viewing statistics </li></ul></ul>ADVERTISING MODELS CHANGING
  4. 4. CONVERGENCE OF ONLINE & TV ADVERTISING <ul><li>Reuters - Time Warner Cable is in early discussions to create an auction place for advertising spots on video-on-demand channels, modeled after Google's AdSense system on the Internet, the company's top executive said. </li></ul><ul><li>InformationWeek - Google Searches For Software Engineers With IPTV Know-How. The company's online help-wanted ad says Google is looking for software experts who know how to create and deploy &quot;robust, high-volume applications for consumer devices.“ </li></ul><ul><li>Inform itv - BT plans interactive advertising for broadband service. BT is planning to include interactive advertising around the on-demand programming it intends to offer for the broadband television service it will launch in the UK. </li></ul>
  5. 5. THE TELCO IPTV NETWORK
  6. 6. THE TELCO IPTV NETWORK
  7. 7. POSSIBLE APPLICATIONS <ul><li>Ads addressed by demographic profile or geographic location inserted into live TV </li></ul><ul><li>Targeted ads inserted into VoDs </li></ul><ul><li>Ad time-shifting to compensate for PVRs, time-sensitive ads </li></ul><ul><li>New ad forms: interactive, narrative, telescoping, frequency capping etc </li></ul><ul><li>Subscriber data capture / target audience measurement </li></ul><ul><li>Low cost pay per click web or TV ads for small local businesses </li></ul><ul><li>Real-time modular ad building </li></ul>
  8. 8. BENEFITS TO NETWORK OPERATORS <ul><li>Incremental revenue from selling advertising </li></ul><ul><li>Broadcasters / IPTV operators can re-sell the same ad spot many times, increasing ARPU </li></ul><ul><li>Web-based management enables automation of sales process </li></ul><ul><li>Highly targeted advertising yields higher value </li></ul><ul><li>New ad forms – eg click-throughs - generate new revenue streams </li></ul>
  9. 9. [email_address] www.packetvision.com

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