Vea July07

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  • Vea July07

    1. 1. Interactivity Katherine Marlow Interactive Sales Manager, ITV
    2. 2. <ul><li>80% of UK homes don’t watch TV anymore </li></ul>
    3. 3. They watch Digital TV
    4. 4. Interactivity…
    5. 5. Our Objectives <ul><li>Offer Advertisers most relevant products to suit objectives </li></ul><ul><li>Increase touch points with ITV Viewers </li></ul><ul><li>Offer viewers more engaging content to keep them with TV </li></ul>
    6. 6. Overview <ul><li>Interactivity at highest awareness levels since launch </li></ul><ul><ul><li>Viewers and Advertisers alike </li></ul></ul><ul><ul><ul><li>4 new categories activated (FMCG / Broadcasters / Press / Retail) </li></ul></ul></ul><ul><ul><li>Channels and platforms growing </li></ul></ul><ul><li>Further creative integration </li></ul><ul><li>Part of central marketing plans </li></ul>
    7. 7. Our Approach Your Brand VOD Web 2.0 Sponsorship Spot Mobile Cross Media Solution iTV
    8. 8. Audience becoming “red button” literate % of audience aware of ability to “press red” and interact Source: ITV Vision Panel
    9. 9. Young / DSAT users more likely to interact % of audience whom have ever interacted with an Ad Source: ITV Vision Panel
    10. 10. Samples and Competitions most likely to drive an interaction Motivations to “press red” and interact with an Ad Source: ITV Vision Panel % Audience
    11. 11. INTERACTIVE ADVERTISING’S EFFECT ON BRAND AWARENESS AVERAGED OVER 18 CAMPAIGNS SOURCE: BSKYB / CONTINENTAL RESEARCH Interactors generate 78% rise compared to non interactors of linear ad Interactors generate 71% rise compared to non interactors of linear ad
    12. 12. * 8,188,000 covering 22,023,000 individuals / ** 8,020,000 homes covering 17,942,000 individuals / *** 3,091,000 covering 7,757,000 individuals FREEVIEW SATELLITE CABLE X X X X X X X X X X X X X
    13. 13. Creatives <ul><li>Range to meet objectives </li></ul><ul><li>In broadcast and out of broadcast </li></ul><ul><ul><li>Impulse Response </li></ul></ul><ul><ul><li>Microsite </li></ul></ul><ul><ul><li>Mini DAL </li></ul></ul><ul><ul><li>DAL </li></ul></ul><ul><li>Same cross platform </li></ul>
    14. 14. Impulse Response <ul><li>Simplest creative available </li></ul><ul><li>Appears as small graphic overlay over the commercial </li></ul><ul><li>Ideal for:- </li></ul><ul><ul><li>Data capture </li></ul></ul><ul><ul><li>Sampling </li></ul></ul><ul><ul><li>Call back and brochure requests </li></ul></ul><ul><li>Allows interaction with brand whilst advert remains in full screen </li></ul>
    15. 16. Microsite <ul><li>Same functionality as IR template but in quarter screen format </li></ul><ul><li>More space for detail and branding </li></ul><ul><li>Viewers can enter details whilst still watching commercial, allowing advertisers to increase presence on screen </li></ul>
    16. 17. Mini DAL <ul><li>Templated application with more interactive capabilities than IR and MS </li></ul><ul><li>Combines detail of quality print with potential and power of moving image and sound </li></ul><ul><li>“ Jump to” application </li></ul><ul><ul><li>Where viewer leaves b/c stream </li></ul></ul><ul><ul><li>Bespoke audio and Video </li></ul></ul><ul><ul><li>Quarter screen format like MS or full screen </li></ul></ul><ul><li>Moving image brochure </li></ul><ul><li>Purchasing capability </li></ul>
    17. 18. DAL <ul><li>Brand’s ultimate interactive television experience </li></ul><ul><li>Visually rich and meets bespoke needs of advertiser with audio and video and advanced functionality </li></ul><ul><ul><li>Calculators </li></ul></ul><ul><ul><li>Store locators </li></ul></ul><ul><li>“ Jump to” application </li></ul><ul><ul><li>Where viewer leaves b/c stream </li></ul></ul><ul><li>Effectively the Advertiser’s own TV channel </li></ul>
    18. 20. Integrating the red button <ul><li>Earlier in planning process </li></ul><ul><li>Creative relevance for content </li></ul><ul><li>COI / Citreon recent examples </li></ul>
    19. 22. BT Home Hub - September 2006 <ul><li>6.6 million recall seeing the BT Home Hub Advert on Freeview (55% of all adults with Freeview access) </li></ul><ul><li>2.2 million (33% of those who recalled the advert) were aware the advert was red button enabled </li></ul><ul><li>C. 119,000 (6%) pressed the red button and actively engaged with the advert (of those who were aware the advert was interactive) </li></ul>
    20. 26. Sony Ericsson - DTT - Sept 2006 <ul><li>5.3m Freeview adults (44%) recalled seeing the latest Sony Ericsson advert </li></ul><ul><li>18% of these (nearly 1m), were aware that the advert was interactive </li></ul><ul><li>Nearly 200,000 (20% of those aware of the iAd) went on to interact with the application </li></ul><ul><li>6.8m enabled freeview boxes </li></ul>
    21. 27. Interactive measurability <ul><li>BARB viewing </li></ul><ul><li>Sky view </li></ul><ul><li>Responses (return path and mobile) </li></ul><ul><li>Emuse tracking to follow </li></ul>
    22. 28. Interactive Costs <ul><li>2 costs </li></ul><ul><ul><li>Interactive Access Fee (GROSS) </li></ul></ul><ul><ul><li>Production (Gross) </li></ul></ul><ul><li>Production fee changes </li></ul><ul><ul><li>Now GROSS </li></ul></ul><ul><ul><li>One-off fees </li></ul></ul><ul><ul><li>No regional / channel discounts </li></ul></ul><ul><ul><li>Invoicing change </li></ul></ul><ul><ul><li>Creative / fulfilment not included </li></ul></ul>
    23. 29. ON DEMAND IPTV PVR SATELLITE NETWORK Content Platforms
    24. 30. Types of Content 30’s TV SPOT <ul><li>LONGFORM </li></ul><ul><li>- DALS </li></ul><ul><li>- GREEN BUTTON </li></ul><ul><li>SKY ANYTIME/ VOD </li></ul><ul><li>VIRGIN/CABLE </li></ul><ul><li>BT VISION </li></ul>SHORTFORM - MOBILE - BROADBAND
    25. 31. THE FUTURE… <ul><li>Expand existing offering to new platforms / channels </li></ul><ul><li>Further integration with Airtime and Sponsorship </li></ul><ul><li>GREEN button / Advertising innovations </li></ul><ul><li>Cross channel collaboration for pitches </li></ul>
    26. 32. Convergence of All
    27. 33. Café Switch Campaign <ul><li>The Café Switch DTT, DSAT and WAP </li></ul><ul><li>Almost 50,000 consumers requested a sample </li></ul><ul><li>Responses came from the following routes: </li></ul><ul><ul><li>SMS – 23% </li></ul></ul><ul><ul><li>DTT – 19% </li></ul></ul><ul><ul><li>DSAT – 44% </li></ul></ul><ul><ul><li>WAP – 13% </li></ul></ul>
    28. 34. Convergence DSAT – 21,237 responses DTT (freeview) – 13,312 text responses TEXT THUMBS OR SWITCH TO 63330 Mobile – 15, 911 responses
    29. 35. Mobile Summary <ul><ul><li>89% of respondents remembered texting the campaign </li></ul></ul><ul><ul><li>58% said the ability to text an ad increased interest in buying a product </li></ul></ul><ul><ul><li>32% visited the WAP site for product info as well as requesting the sample </li></ul></ul><ul><ul><li>45% had bought the product in store since requesting the sample </li></ul></ul><ul><ul><li>Mobile – 15, 911 responses </li></ul></ul>Gd 2 receive info and sample - taste and try before u buy It’s really nice coffee and i don't mind texing itv I like texting because it's easier to get info on an advertised product than having to phone or buy in shops.
    30. 36. DTT Summary <ul><li>Of those aware of the interactive element 6%, which equates to 66,000 went in to interact with the application. </li></ul><ul><li>As 13,312 people went on to text as per the interactive prompt the conversion rate is an excellent 20% </li></ul>
    31. 37. DSAT Summary <ul><li>Of those aware of the interactive element 21%, which equates to 223,000 went in to interact with the application. </li></ul><ul><li>As 21,240 people went on to submit details this shows a strong conversion rate of 10% </li></ul>
    32. 39. Interactive Programming / Sponsorship EGTA 2007
    33. 40. IPS <ul><li>Adding interactivity to our programming </li></ul><ul><li>Viewers now demanding more content </li></ul><ul><li>Over 30 Interactive campaigns this year (up YOY) </li></ul><ul><li>Across ALL genres </li></ul><ul><li>Multi-platform distribution…. </li></ul>
    34. 41. Bad Lads Army
    35. 47. Highlights <ul><li>Coronation Street – 3m interacting for 10 mins each month </li></ul><ul><li>Bad Lads Army – 900,000 people pressing red </li></ul><ul><li>Sharon Osbourne – 7m interacting for 5 mins </li></ul><ul><li>Emmerdale – 2m press red </li></ul><ul><li>This Morning – nearly 3m interacting </li></ul><ul><li>Appetite for content is there! </li></ul>
    36. 48. ITV 24/7 content… <ul><li>Permanent area under Participation TV - enhancing existing content </li></ul><ul><li>Access to exclusive content – scheduled channels behind red buton </li></ul><ul><li>Made for VOD content </li></ul>
    37. 49. Demonstration…
    38. 50. AD INNOVATIONS…………… Total Freedom of Content Total Freedom of Advertising
    39. 51. Ad Innovations..Our motivational factors.. <ul><li>Technology Identify potential new video based ad models emerging on TV and related platforms around the world, and evaluate their potential for roll-out in the UK. </li></ul><ul><li>Consumer Review consumer responses to the potential ad models and identify a shortlist of those that ITV should focus on developing </li></ul><ul><li>Commercial Identify the opportunities that ITV are able to exploit to ascertain the technical and creative partners that ITV need to build a relationship with. </li></ul>
    40. 52. Importance of Interactivity &quot;I hear and I forget, I see and I remember, I do and I understand.&quot;

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