The Coming Revolution in Retail Marketing by Greg Obrien, Comcast

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The Chicago Convergence

Business Technology

TV 2.0: The Coming Revolution in Retail Marketing

Interactive Television ,[object Object],[object Object],[object Object],[object Object],[object Object]

Interactive TV Advertising Products Two Classes of iTV Products: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Linear Ad Products: Enhanced TV Spots ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Linear Ad Products: Enhanced TV Spots

Linear Products: Digital Guide Ads ,[object Object],[object Object]

Non-Linear Ad Products: Video On Demand ,[object Object],[object Object]

[object Object],[object Object],[object Object],Non-Linear Ad Products: Interactive Video

Non-Linear Ad Products: Real Time dB Apps ,[object Object],[object Object]

Video On Demand: Ground Zero of the TV Revolution ,[object Object],[object Object],[object Object],[object Object]

“ VOD will evolve much like the third-party sites on the internet. In the early days, very few consumers used the Internet for vehicle shopping. Now most consumers go the Internet before they go to a dealership. And I think in the future most customers will use VOD, because instead of sitting at a small desk with a small screen, they will be able to sit in the family room with a large screen with big, bold shots of the vehicles they are researching.” 1 Betsy Lazare, VP Media Operations, General Motors MediaWeek: August 2005 1 – Source: Media Week : “iTV: A Consumer Resource” August 2005 VOD Marketing: Industry Observations

Current Ad Products: Listings Platform ,[object Object],[object Object],[object Object],[object Object],[object Object],In Partnership with LiquidusTV, a Chicago company, we have developed the Listings Management Platform--a technology platform that enables us to quickly, easily and inexpensively convert all kinds of listings into video for playback on the VOD systems. As iTV evolves, the LMP will evolve with it. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],1. ODP acquires FSI data from 3 rd party database. Data queried to provide market-specific FSI’s 2. ODP queues data and images and compiles production instructions 4. Images, text and instructions packaged and sent to local production servers 4. ODP local server outputs broadcast quality video and inserts into local VOD system. ODP 3. Advertiser has option to log into ODP website to view, edit and approve videos LMP

[object Object],1. Viewer sees product they are interested in… 2. Viewer uses Text ID to request product info download… 4. ODP uses ID to locate and return product via MSPT LMP Mobile Service Provider Transport 4. ODP dB returns product or entire circular to phone. 3. Text ID is routed ODP dB along with phone capabilities info…

Recreating the Sunday Circular…On Demand

Recreating the Sunday Circular…On Demand

Recreating the Sunday Circular…On Demand Target Walgreens

Recreating the Sunday Circular…On Demand

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