Influencing the influencers

Delivering the ITV brand online

Getting out there – summary:

• The marketing challenge

• Targeting the most valuable audiences

• Making it happen

The Challenge:A growing competitive landscape

ITV

Traditional

broadcasters

C4

C5

BBC HBO

Living

Sky

The Challenge:A growing competitive landscape

ITV

Traditional

broadcasters

C4

C5

BBC HBO

Living

Sky

Non –traditional channels

YouTube

Joost

Video on

Demand

Mobile operators

Google

All Web users

All Web users

And as we enter a new era of user-generated platforms, everyone is a potential competitor

All Web users

The Challenge: TV content increasingly consumed on screens that are not TV screens

The Challenge: …and youth audiences are leading the way

• Online video streams in the US have trebled in the last year

• Over 70% of the US population watches online video once a month or more

The Challenge:

TV content increasingly being taken out of its traditional environment

The Challenge:

Into some strange new places…

To summarise the challenge:

• Fragmentation of audiences and consumption methods makes it increasingly difficult for brands to deliver a presence in all these environments / platforms

• Therefore, a new targeting approach is needed to identify and engage viewers at various levels

4 key online audiences identified:

PASSIVE VIEWERS

ENTHUSIASTIC SUPPORTERS

FAN PROMOTERS

PIONEER FANATICS

AUDIENCE SIZE

We can define these audiences by the depth of interaction they are prepared to engage in

Read, watch, pass on

Adopting content and spreading it

EnthusiasticSupporters

FanPromoters

Creating content of their own

PioneerFanatics

Look but don’t touchPassiveViewers

And the minority have the greatest influence online

PASSIVE VIEWERS

ENTHUSIASTIC SUPPORTERS

FAN PROMOTERS

PIONEER FANATICS

INFLUENCE ONLINE

Jupiter Research 2005 “Consumer Created Content”

For example

Create two thirds of the posts

90,000 users

30 people

Why are the most active users so important?

According to the Harvard Business Review:

“… the success of a particular entertainment product cannot be explained by any intrinsic quality or even by ‘appeal’ …

Hits are driven by complex networks of social influences that render accurate prediction of specific outcomes impossible.”

Source: Salganiks, Watts and Dodds for Columbia University, Feb 2006

People trust advice from friends

Base: European online consumers

“I Trust”

People trust advice from friends

Base: European online consumers

“I Trust”

48% of US 12 – 25 year olds claim to

learn about new TV shows via online

social networks and blogs

Making it happen

• Secret Diary of a Call Girl

Secret Diary of a Call Girl

• Risque ITV2 drama featuring Billie Piper as the mysterious blogger / call girl: Belle de Jour

• Strategy developed to engage Pioneer Fanatics and Fan Promoters prior to first tx

Belle’s Facebook profile

Attracting Friends

On air Teaser promo

Pushed from itv.com

Attracting Comments and Wall posts

“Youre [sic] blog is

amazing ] I adore you [ in

a perfectly normal way of

course :P]”

Connected to the original Belle blog

Facebook Application to empower and reward fans

Leading into bold above the line creative

And integrated online creative

All ultimately driving to ITV2 and itv.com

1. Engage:– Pioneer Fanatics and Fan Promoters to discuss and

interact with the content

2. Reward via:– Direct access to Belle

– Facebook application

– Exclusive online preview of 1st ep on itv.com

3. The main event:– itv.com preview

– ITV2 tx

– itv.com catch up

Summary:Engage and Reward key online audiences

By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web

Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others Enthusiastic

Supporters and Passive Viewers

All groups rewarded via:

- Exclusive content, tools, apps etc

- High quality, on demand content via itv.com

Engage and Reward key online audiences

ENGAGE

EMPOWER

REWARD

Thank you