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  1. 1. Advertising over Digital TV Kelsey DDC Convention Denver, 2005
  2. 2. Then: Specialization Communication Entertainment Information
  3. 3. Now : Expansion of Capabilities Communication Entertainment Information WAP 3G IM, VOIP Games, Media Center iTV
  4. 4. IPTV <ul><li>Telco’s are upgrading their DSL infrastructure by rolling out fiber-optic lines to support delivery of interactive TV </li></ul><ul><li>Strategic initiative to increase ARPU and defend against VOIP and broadband offerings from cable and satellite providers </li></ul><ul><li>Cable companies are upgrading their networks to support IP as well… </li></ul>
  5. 5. Impact on Local Advertising <ul><li>Real-time, targeted delivery of advertising on TV </li></ul><ul><li>Pin-point granularity of household and viewer location </li></ul><ul><li>Discrete demographic/psychographic profiles </li></ul><ul><li>Viewer interests at a specific point in time </li></ul><ul><ul><li>Explicitly expressed: Looking for/interested in/more like this </li></ul></ul><ul><ul><li>Implicit: Viewing profiles based on viewing habits </li></ul></ul><ul><li>Complete commercial transactions or “Call me now” </li></ul><ul><li>Provide high-value exposure to advertisers at a competitive cost </li></ul><ul><ul><li>Low-cost production and distribution </li></ul></ul>
  6. 6. Future: A “Converged” Experience Communication Entertainment Information
  7. 7. Thank You

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