Ia Presentation Jul 07

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  • Ia Presentation Jul 07

    1. 1. Interactive TV
    2. 2. Structure The UK TV & IA marketplace Live demo Valuing IA & Evaluating Success Key learnings from Sky View What’s next Questions & Discussion
    3. 3. SKY HAS EMBRACED MULTI-PLATFORM MEDIA John Logie Baird PVR satellite cable
    4. 4. SOLUS FREEVIEW 39.6% HOMES 7.4M SKY DIGITAL (could have Freeview too) 44.5 % HOMES 8.5M INDS 22,005 Sky+ Homes = 2.13M (26.5%) Sky HD = 245,000 DIGITAL CABLE 15.9% HOMES 3.0M 74% OF THE COUNTRY’S 25M TV HAVE DIGITAL TV – 18.8M HOMES PLATFORM SHARE IN DIGITAL HOMES SOURCE: BARB APR 2007,BASED ON INDIVIDUALS, FREEVIEW HOMES ARE SOLUS FREEVIEW ONLY
    5. 5. How has iA been evolving?
    6. 7. Examples and Results
    7. 8. WHY ARE ADVERTISERS USING INTERACTIVITY? What are the campaign objectives? Sampling Brand Enhancement Additional Content Lead Generation Customer Dialogue Database Creation Product Sales Return on Investment
    8. 9. INTERACTIVE ADVERTISING Applications MINI DAL IMPULSE RESPONSE DAL Response Branding & Response BRANDING Jumps away from the TV broadcast
    9. 10. IA PRODUCT RANGE IMPULSE £5k MINI DAL £14.5 - £35k DAL £50k - £250k 12% surcharge on all interactively enabled channels 10p net per lead COSTS
    10. 11. TOP INTERACTIVE CATEGORIES MAR 2000 – July 2006
    11. 12. Sandals – Impulse Response
    12. 13. The Travel Category – averages from the last 20 campaigns <ul><li>Ave. response rate from Sky Database for Brochure requests: 0.031% </li></ul><ul><li>Ave. total No. of Brochure requests from Sky only : 561 </li></ul><ul><li>Ave. response rate for Impulse Response Travel Campaigns: 0.037% </li></ul><ul><li>Ave. response rate for Mini DAL Travel Campaigns: 0.127% </li></ul>
    13. 14. Wallace & Grommit – Mini DAL
    14. 15. Microsoft Xbox 360 - DAL
    15. 16. Warburtons Bread DAL
    16. 17. Microsoft XBOX 360 - DAL 4MB <ul><li>DAL advertised to 2 audiences 1) to gamers via subtle viral marketing, chat rooms and told them they could find the DAL on the Sky Active A-Z etc 2) players via interactive TV ads </li></ul><ul><li>4m subscribers were aware of the interactive element </li></ul><ul><li>1.9m Sky Digital subscribers used the interactive element, 1.7m via the A-Z. </li></ul><ul><li>Amongst interactors there was a 15% increase in purchase intent and 34% told their peers – it created intrigue and ‘talk about’ in chatrooms </li></ul>
    17. 18. <ul><li>Warburtons </li></ul><ul><li>140k HH’s interacted with the application, with over 50% of interactors spending over 4mins in the site. </li></ul><ul><li>“ Appealing. Told the truth about the product and did not hide anything, and it was very easy to understand” “it gave me useful recipes” </li></ul><ul><li>74% of interactors claim to have purchased Warburtons bread since viewing the DAL </li></ul><ul><li>74% rated the interactive ad 8+ out of 10 (norm 61%) </li></ul>
    18. 19. Does push advertising become pull advertising?
    19. 20. WHO’S INTERACTING?
    20. 21. 96.8% of homes in 2006
    21. 22. OVER A QUARTER OF SKY HOMES INTERACTED WITH AN AD TOTAL INTERACTIVE CAMAPIGN USAGE TO MEASURABLE DAL CAMPAIGNS (%) SOURCE: BSKYB / TNS, SKY VIEW, BASED ON 45 CAMPAIGNS, 1+ SEC REACH 26.4% of homes interacted with a DAL
    22. 23. Valuing IA & Evaluating Success
    23. 24. <ul><li> Grolsch distributed 23,000 pint glasses in 3 days at a 6.6% response rate </li></ul><ul><li>“ iTV avoided the wastage sometimes associated with random sampling” </li></ul><ul><li>Tesco’s Insurance response rate was 5x better than DM, Sonicare conversion to sale was 10x better than DM </li></ul><ul><li>“ A good way to distribute info about a discreet product” </li></ul><ul><li>Rimmel, with Dunnhumby & Tesco, measured an 18% rise in product expenditure in Store </li></ul><ul><li>“ IA doesn’t cannibalise telephone responses – in fact it can make them go up” </li></ul>WORKING FOR RESPONSE
    24. 25. ACTUAL ACCOUNTABILITY Case study – Landrover Discovery 3, Jan 06 Est. 40,000 prospective buyers at any time 1,400 IA brochure & test drive requests 480 test drive requests 25% conversion to sale 5 months later £4.5 million of cars sold Est IA Cost = £225,000 gross (Surcharge £75k, DAL £100k, Creative £50k
    25. 26. IT’S ABOUT BRANDING TOO Average no of interactors to a campaign 114,000 HHs or 262,000 adults spending 2 mins (Source: Sky View DALs Jan 06 to date)
    26. 27. SOURCE: BSKYB / CONTINENTAL RESEARCH, AVERAGED OVER 30 CAMPAIGNS THE VALUE OF AN INTERACTOR SPONTANEOUS FIRST MENTION 100% UPLIFT 142% UPLIFT
    27. 28. Case Study – Carlsberg ‘Old Lions’ April/May 06 429,000 HH’s spending 4mins 18 secs (Source: Sky View) The right audience interacts Recent study suggests that and engaged viewer = 8 x a normal view
    28. 29. creative learnings
    29. 30. SO MANY VARIABLES – TV AD, TIMELENTH, AUDIENCE, CHANNEL MIX, LENGTH ON AIR….. RESPONSE RATE (PER HH IMPACT) SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH
    30. 31. THE RED BUTTON IS KEY
    31. 32. AVERAGE TIME SPENT BY CAMPAIGN (SECONDS) SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH 1 MIN 2 MIN 3 MIN 4 MIN TIMELENGTH RECORDED FOR ACTUAL RESPONDENTS
    32. 33. WHEN DID PEOPLE LEAVE SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS
    33. 34. <ul><li>Carlsberg went straight into video and audio The Army’s first page was a bit confusing & textual </li></ul>
    34. 35. SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH (BASED ON 10 CAMPAIGNS) OPTIMUM DAY-PARTS FOR INTERACTIVE USAGE DAYTIME AND PRE-PEAK ARE KEY FOR INTERACTORS
    35. 36. OPTIMUM DAY OF WEEK FOR INTERACTIVE USAGE MONDAY, SATURDAY AND SUNDAY ARE KEY FOR INTERACTORS SOURCE: BARB COMMECIAL IMPACTS BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH (BASED ON 10 CAMPAIGNS)
    36. 37. 63% 28% 9%
    37. 38. Category Comparisons
    38. 39. Category comparisons: No. of HH Interactions Alcohol, FMCG and Sportswear are the best performing categories in terms of total interactions Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007
    39. 40. Category comparisons: Click through rates HH interactions divided by target audience impacts bought Engaging TV creative often offing more entertaining content Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007
    40. 41. Category comparisons: Ave. time spent in DAL Interactors with alcohol or sportswear campaigns spend over a minute longer in the DAL Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007 + 19 secs -27 secs + 18 secs - 18 secs 0 + 36 secs + 84 secs + 72 secs 0 Difference to Norm
    41. 42. Category comparisons: Profile (vs interactive norms) Alcohol, Sportswear and Motor campaigns attract the more upmarket interactors Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007
    42. 43. Category comparisons: Profile (vs interactive norms) Consoles, Film, FMCG, Sportswear and Telecom interactors are the most likely to have kids (vs interactive norms) Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007
    43. 44. The importance of cross promotion, on average 10% of responses come from A-Z
    44. 48. What’s next
    45. 49. <ul><li>Content can be recorded </li></ul><ul><li>to the Sky+ planner </li></ul>ANYTIME TV – WHAT DOES IT LOOK LIKE The Anytime TV listings ¼ screen trailer for highlighted title Short marketing message for the highlighted title List of titles available, newest listed first (approx 18 titles, 3 pages of 6 listings – can be sorted by genre Time remaining before the title deletes itself Channel the content is played out on, not purely Sky Channels
    46. 50. Sky Anytime What’s next… Push on TV first and then will become Pull on TV in 2008? But a small amount of homes - 300k by end 2008 / 1m by 2010 The start for targeted advertising…
    47. 51. ANYTIME TV – A VOD AD OPPORTUNITY LEAD VIEWERS TO POST ROLL Pre Roll Max. 60secs Post Roll Longform Max. 3 mins tbc
    48. 53. LONGFORM TRADITIONAL TV SHORTFORM GREEN BUTTON DAL VOD on TV CURRENT TV EPG 229 30” MOBILE PC Sky Anytime. Your Sky. On demand
    49. 54. SAMPLE HOUR
    50. 55. V-CAM: VIEWER CREATED AD MESSAGES THE ULTIMATE BRAND ENGAGEMENT
    51. 56. Questions / Discussion

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