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The world is changing....
More and more choices
Source : Matt Dickman –the future of advertising
More and more advertising
Source : google images
More and more Media
More and more access
Customer’s behaviour is changing....
Consumers are not listening anymore
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
They can
choose, skip,
pause, search,
find,...
TV viewers are more and more in control
of their media consumption
“A radical change is occurring in the
World of advertising and marketing”
Source: Michael.Seaton
Rethinking Marketing
Rethinking Marketing
Interruptive Interactive
Interruptive marketing ALONE is not enough anymore…
Rethinking Marketing
Not only
catch customer’s attention
Source :Google image
Rethinking Marketing
Source :Google image
→ Need to create a multimedia
environment where customers can meet
and interact with the Brand.
But also gather customer’s reactions and feedback to improve the offer & the brand perception.
Interactive advertisingon television
So far, limited to SMS, IVR or by adding in the ads the company’s website URL .
And
launched
the Interactive
Digital Television...
Source :Google image
What are the benefits
- for advertisers or content providers –
generated by the interactive technologies on IDTV ?
NEWNEW
Customizable TV interfaces
NEWNEW
- personalized design - Interactive- improved user
experience - intuitive browsing- Platform independent- traffic is measurable
RTBF
Source : Calibrate
RTBF
Source : Calibrate
VTM “i Zone”
Source : Paratel
VTM “i Watch”
Source : Paratel
VTM “i Watch”
Source : Paratel
VTM “i Watch”
Source : Paratel
VTM “i Watch”
Source : Paratel
VTM “i Zone”
Source : Paratel
VTM “i Zone”
Source : Paratel
Advertising in the “i Zone”
Source : Paratel
RTL “i Zone”
Source : Paratel
Advertising in the “i Zone”
Source : Paratel
Nickelodeon
VT4
Source : Calibrate
Sponsored interactive program on VT4
Source : Calibrate
Micropayment via IDTV subscription
Viewers can pay their participation to a TV contest or
voting program
NEWNEW
VTM “X-Factor”
Participating TV via Red Button
VTM “Mijn restaurant”
VTM “Op zoek naar Maria”Source : Paratel
NEWNEW
Viewers can start advertiser’s short video content
Video on Demand
Source : Calibratel
NEWNEW
Viewers can fill in - easier and faster- their coordinates in interactive forms
Customers contact Database
Source : Paratel
Mijn gegevens verzenden
Source : Paratel
Source : Paratel
Interactive viewers
need to fill in
Only Once
their contact data
via a simple form.
Source :Google image
To be continued …
So remember, please ...
Interactive Digital TV allows you now to...
- design flexible, creative & customized TV interfaces
- interact with relevant TV viewers- play “long form” advertising video on demand
- charge viewers for premium content- ask engaged viewers’s to leave their coordinates and prolonge the conversation
- monitor the interactivity
Thank you
Thierry Briers
Belgacom TVInteractive Services
Contact me [email protected]
Call me :
+32 2 205 51 82
Visit us :
www.belgacomtv.be
