uk inspiration
DESCRIPTION
Presentatie gehouden in Mediaplaza over interactieve televisie op 30-08-2007.TRANSCRIPT
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UK InspirationiTV als engage & conversiemedium
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Even voorstellen …• QNH Interactive
– Onderdeel van QNH, marktleider inbusiness integration
– Klanten infinance, retail & media
• Rabobank• wehkamp.nl• RTL
• Focus– Visie/strategie
ontwikkeling– Rich Interactive Media
Experiences (RIME)– Platform engagement– Brand activation
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Inhoud
Waarom iTV?Digitale TV: UK vs NL
Film: iTV @ ITVUK Cases
iLoop principlesConclusies
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"I hear and I
forget,
I see and I
remember,
I do and I understand."
Confucius
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Reach
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Attract
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Engage
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Convert
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Support
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Toegevoegde waarde iTV
Reach Attract Engage Convert Support
TV +++ ++ +/- - - -iTV + ++ ++ ++ -Internet + ++ +++ +++ ++SMS/Phone - - - - + / - ++ +++
A E C SR
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A brave new worldAnaloog
OnderbrekingWeinig kanalen
Weinig keuzeLineaire content
Omroep in controle
DigitaalToestemmingVeel kanalenVeel keuzeContent op aanvraag
Kijker in controle
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De nieuwe communicatie-uitdaging
Broadcast TV
Aandacht trekken
Interesse wekken
Interactieve TV
Aandacht vasthouden
Interesse belonen
+++
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Wat kan iTV doen voor mijn merk?Merk
uitbouwenExtra
verdieping
Leadsgenereren
Trial stimuleren
Verkoop
Dialoog aangaan
CRM
Wat wil ik?(doelstellingen)
ROIverhogen
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80% of UK homesdon’t watch televisionanymore…
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… they watchdigital television.
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Digitale TV: UK vs NL
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UK TVolution
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>700 campagnes via Sky Media
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Red Button Literate ViewersInteractive Programming Interactive Programming
ContentContentenablesenables
Interactive AdvertisingInteractive Advertising
NON-SPOT NON-SPOT SPOT SPOT
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NEW
S
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LIFE
STYL
E
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SPO
RTS
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SPO
RTS
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SERI
ES
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SERI
ES
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SHO
WS
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SHO
WS
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Aandachtspunten interview1. Van direct response mechanisme
naar vehikel voor branded content2. Óók rode knop mogelijkheden op Freeview3. iTV heeft gunstig effect op
brand awareness en koopintentie4. Innovatie: gebruik van groene knop voor
opname van long-form content
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SLID
E 1
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SLID
E 2
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SLID
E 3
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Effecten van DTT advertising Sony Ericsson campaign - sept 2006
• 6.8m enabled freeview STB boxes(8.2m today)
• Ad Recall: 5.3m Freeview adults• 18% (bijna 1mln), waren op de hoogte dat de
reclame interactief was• Nearly 200,000 (~20%) drukten op de rode
knop• = 3.7% net click-through rate
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De waarde van interactie• Spontane herinnering
Bron: BSKYB / Continental Research, gemiddelde over 30 campagnes
12%10%
13,0% 12%
26,0%29,0%
0%
10%
20%
30%
BRAND AWARENESS PURCHASE INTENT
NON VIEW ERS VIEW ERS OF LINEAR AD INTERACTORS
100% UPLIFT 142% UPLIFT
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Green button
Commercial
“Press Green now towatch exclusivecontent after the show”
TV Programma Long-formcontent
SKY+ PVR neemt opvan ander kanaal
(vanaf 2008 ook op Freeview Playback)trigger on demandte bekijken
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iTV reclame mogelijkheden
Mini DALImpulse Response DAL
Jumps away from the TV broadcast
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UK Cases
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2004
1_disney.mpg
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2005
5_Weapon7_XBox360.mpg
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2006
5a_sprite_with_ad_pc.wmv > 5b_sprite_moby.wmv
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Sprite 3G Results• 308,000 Homes Interacted
• 48,000 requests for download or voucher
• 35% uplift in brand appeal for interactors
• 43% likely to talk about it
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2007
4_Warburtons.mpg
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iTV case: Warburtons• 140k HH’s interacted with the application• Over 50% of interactors spending >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%)
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2007
3_Niquitine.mpg
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2007
6_NissanXTrail.mpg
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What Nissan said• “a conclusion to what the TV ad introduced:
the ad shows what the car can do,the iTV application explains how.”
• “The strength of iTV is that it gives viewers a more immersive experience of the concept behind the advert.”
Oliver SpaldingInteractive Manager Nissan
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i-Loop Principles
Video CTA Transition Content
NavigationParticipationResponseClose
A B C D
EFGH
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Call-to-action - learnings• CTA’s moeten goed zichtbaar zijn,
om response te verhogen• Neem audio op in commercial:
“Druk op rood voor…”• “It’s all about copy”
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CTA vergelijking 1
Uitnodigend Te moeilijk
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CTA vergelijking 2
Can you splat a berry better? Press RedProbleem: kijker verwacht een spel
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Splat a berry – you could win £1000. Press red.
CTA vergelijking 2
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Transition Screen - learnings• Informeer de gebruiker wat er gebeurt• Wees informatief
– Gebruik de aandacht
• Maak een vloeiende overgang mogelijk– Beeld én geluid
• Let op tijd voor het laden van de applicatie
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Transition Screen
TV commercial: donker, spannend iTV applicatie: licht, luchtig
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Content
Direct in audio-video Mensen ‘lezen’ geen TV
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Conclusies & suggesties• (H)erken de kracht van iTV
en gebruik deze:– Interactie merk verlengen– Meer informatie overbrengen– Feedback krijgen (polls)– Lead generatie– Sampling
• Denk niet alleen SPOT maar zeker ook NON-SPOT
• Stimuleer de omroepen tot het ontwikkelen van iTV applicaties binnen programma’s(ev. gesponsord)
• Hanteer de iLoop principles bij productie van je i-Ad– Pre-testen– Post-testen