This document discusses Sky's embrace of interactive television in the UK and provides examples of interactive advertising campaigns on Sky platforms. It analyzes the results of various interactive ad campaigns across categories and finds that alcohol, FMCG, sportswear, and other categories had high levels of interactions. The document also discusses future directions for interactive TV, including Anytime TV and viewer-created ad messages.

1. Interactive TV

2. Structure The UK TV & IA marketplace Live demo Valuing IA & Evaluating Success Key learnings from Sky View What’s next Questions & Discussion

3. SKY HAS EMBRACED MULTI-PLATFORM MEDIA John Logie Baird PVR satellite cable

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. How has iA been evolving?

7. Examples and Results

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

9. INTERACTIVE ADVERTISING Applications MINI DAL IMPULSE RESPONSE DAL Response Branding & Response BRANDING Jumps away from the TV broadcast

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

11. TOP INTERACTIVE CATEGORIES MAR 2000 – July 2006

12. Sandals – Impulse Response

13. The Travel Category – averages from the last 20 campaigns Ave. response rate from Sky Database for Brochure requests: 0.031% Ave. total No. of Brochure requests from Sky only : 561 Ave. response rate for Impulse Response Travel Campaigns: 0.037% Ave. response rate for Mini DAL Travel Campaigns: 0.127%

14. Wallace & Grommit – Mini DAL

15. Microsoft Xbox 360 - DAL

16. Warburtons Bread DAL

17. Microsoft XBOX 360 - DAL 4MB 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 4m subscribers were aware of the interactive element 1.9m Sky Digital subscribers used the interactive element, 1.7m via the A-Z. Amongst interactors there was a 15% increase in purchase intent and 34% told their peers – it created intrigue and ‘talk about’ in chatrooms

18. Warburtons 140k HH’s interacted with the application, with over 50% of interactors spending over 4mins in the site. “ Appealing. Told the truth about the product and did not hide anything, and it was very easy to understand” “it gave me useful recipes” 74% of interactors claim to have purchased Warburtons bread since viewing the DAL 74% rated the interactive ad 8+ out of 10 (norm 61%)

19. Does push advertising become pull advertising?

20. WHO’S INTERACTING?

21. 96.8% of homes in 2006

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

23. Valuing IA & Evaluating Success

24. Grolsch distributed 23,000 pint glasses in 3 days at a 6.6% response rate “ iTV avoided the wastage sometimes associated with random sampling” Tesco’s Insurance response rate was 5x better than DM, Sonicare conversion to sale was 10x better than DM “ A good way to distribute info about a discreet product” Rimmel, with Dunnhumby & Tesco, measured an 18% rise in product expenditure in Store “ IA doesn’t cannibalise telephone responses – in fact it can make them go up” WORKING FOR RESPONSE

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

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)

27. SOURCE: BSKYB / CONTINENTAL RESEARCH, AVERAGED OVER 30 CAMPAIGNS THE VALUE OF AN INTERACTOR SPONTANEOUS FIRST MENTION 100% UPLIFT 142% UPLIFT

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

29. creative learnings

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

31. THE RED BUTTON IS KEY

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

33. WHEN DID PEOPLE LEAVE SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS

34. Carlsberg went straight into video and audio The Army’s first page was a bit confusing & textual

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

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)

37. 63% 28% 9%

38. Category Comparisons

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

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

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

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

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

44. The importance of cross promotion, on average 10% of responses come from A-Z

48. What’s next

49. Content can be recorded to the Sky+ planner 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

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…

51. ANYTIME TV – A VOD AD OPPORTUNITY LEAD VIEWERS TO POST ROLL Pre Roll Max. 60secs Post Roll Longform Max. 3 mins tbc

53. LONGFORM TRADITIONAL TV SHORTFORM GREEN BUTTON DAL VOD on TV CURRENT TV EPG 229 30” MOBILE PC Sky Anytime. Your Sky. On demand

54. SAMPLE HOUR

55. V-CAM: VIEWER CREATED AD MESSAGES THE ULTIMATE BRAND ENGAGEMENT

56. Questions / Discussion