Presentation of Stéphane Coruble at Mobile Convention Brussels 2014

1. The Connect Experience From a passive viewer to an active and engaged consumer
Stéphane Coruble
IPTV & New Business Director – RTL Belgium

2. RTL CONTENT AVAILABLE ON ALL SCREENS
TELEVISION
www.rtltvi.be
www.clubrtl.be
www.plugrtl.be
WEB
APPS

3. Interactivity
WHAT IS CONNECT ?
Technology
&

4. Interactivity
WHAT IS CONNECT ?
Advertiser
TV Viewers
RTL Channels

5. TECHNOLOGY BEHIND IT
Watermarking
Tv playlist
&
•Sync content with programming schedule
•Sync content on device without microphone (no replay)
•Sync content when TV is off
•Sync content even when watching replay TV (mic on)
Combining these two technologies permitted us to :

6. WHY CONNECT ?
Engagement

7. Engagement
To engage the viewers during programs & ads breaks
To involve advertisers & TV viewers = Actors
To strengthen memorization & attention degree
To create an emotional link between viewers & contents
WHY CONNECT ?

8. RTL BECOMES INTERACTIVE WITH CONNECT

9. PENETRATION
Source : IP New Media – up to 31/10/2014
* : Active apps – RTL.be, TV Channels (RTL TVI, CLUB RTL, PLUG RTL), Radio Contact, Bel RTL, Télévie , Snap TV(iOS and Android), Rising Star and Je le savais
2014
1.067.630
NUMBER OF APPLICATIONS RTL DOWNLOADED*
WHICH MEANS A 50% INCREASE IN ONE YEAR
41%
SHARE OF TV CHANNELS ON THE TOTAL NUMBER OF APPLICATIONS RTL DOWNLOADED*
439.100 TV CHANNELS APPLICATIONS DOWNLOADED HAVE A “CONNECT” ENVIRONMENT
(RTL TVI, CLUB RTL, PLUG RTL, RISING STAR, JE LE SAVAIS)

10. DUAL STRATEGY
INTERACTIVITY ON RTL CHANNELS
Programs
Advertising

11. DUAL STRATEGY
INTERACTIVITY ON RTL CHANNELS
Programs
Advertising

12. INTERACTIVITY WITHIN PROGRAMS
CONNECT
New

13. INTERACTIVITY WITHIN PROGRAMS

14. DUAL STRATEGY
INTERACTIVITY ON RTL CHANNELS
Programs
Advertising

15. INTERACTIVE TV SPOT
Spot
Spot
Spot
Spot
Spot
eGRP

16. INTERACTIVITY WITHIN PROGRAMS
Source : IP New Media – Best Prime 29/09/14 - TV Audience CIM TV – Live and Google analytics
13%
UP TO 13% OF THE TV AUDIENCE USES THE INTERACTIVE ENVIRONMENT DURING PROGRAMS WHICH HIGHLIGHT THIS FUNCTION

17. INTERACTIVITY WITHIN PROGRAMS
Source : Best Prime 29/09/14 Google analytics
3.637.600 PAGES VIEWS
GENERATE INTERACTIVITY ON THE NET

18. INTERACTIVE TV SPOT

19. TRUST OF THE ADVERTISERS
FOR CONNECT & LE JEU CONNECT

20. INNOVATION
RESEARCH RESULT : E GRP QUANTIFIED BY IPSOS
UNAIDED RECALL
+19%
+83%
AD RELEVANCE
+58%
AD PERSUASION VALUE
Source : IPSOS & IP – Online Survey CAWI – Impact of Connected Ads – 19/03/2014 - 27/03/2014 – n = 1.099 French Speaking 18-65y

21. CONNECT CONCEPT :
FROM A PASSIVE VIEWER TO AN ACTIVE AND ENGAGED CONSUMER

22. WHY IS « CONNECT » INTERESTING FOR ADS ?
•Direct & synchronized link between TV spot & the second screen
•More engagement from TV viewers
•Many direct call-to-action possibilities :
Get and print coupons
Book a testdrive
Additional text and video information
Poll participation
Sales activation on an e-commerce site
On-line folder
CRM approach – data collection
Quiz and Games
Link to FB pages and Like
Promo activation
Sampling – Product testing

23. MAIN CONCLUSIONS
CONNECT WITHIN COMMERCIAL BREAKS - BEST PRACTICES
Call to action
THE BIGGER / BRIGHTER CALL TO ACTION, THE BETTER THE RETURN
GRP volume
DON’T UNDERESTIMATE THE MINIMUM GRP VOLUME NEEDED
RTL TVI share
CONNECT HAS A BETTER EFFICIENCY WHEN APPLIED ON RTL TVI
Peak Time
BEST CLICK RATES AROUND 7pm AND AFTER 10pm
TV efficiency
THE "CONNECT" SIGNATURE CONTRIBUTION DOUBLES THE CONTACTS OF A TV CAMPAIGN

24. NEXT STEPS
Exploitation of the datas (CRM)
Contact with others channels
Integration of the possibility to do promotion/couponing with Connect
Integration of the e-commerce with Connect

25. OUR RECOMMENDATIONS
International Players

26. THANK YOU FOR YOUR ATTENTION
Stéphane Coruble - IPTV & New Business Director – RTL Belgium
scoruble@ipb.be
be.linkedin.com/pub/stephane-coruble