Interactivity

Katherine Marlow

Interactive Sales Manager, ITV

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80% of UK homes don’t watch TV anymore

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They watch Digital TV

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Interactivity…

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Our Objectives

Offer Advertisers most relevant products to suit objectives

Increase touch points with ITV Viewers

Offer viewers more engaging content to keep them with TV

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Overview

Interactivity at highest awareness levels since launch

Viewers and Advertisers alike

4 new categories activated (FMCG / Broadcasters / Press / Retail)

Channels and platforms growing

Further creative integration

Part of central marketing plans

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Your BrandYour Brand

VODVOD Web 2.0Web 2.0 SponsorshipSponsorship SpotSpot MobileMobile

Cross Media SolutionCross Media Solution

iTViTV

Our Approach

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Audience becoming “red button” literate

97.3 98.8 96.1 96 97.6 97.5 97.2 98.9 95.8

73.777.4

70.9

81.976.6

6874.4

89.8

63.5

0

20

40

60

80

100

120

All Ads Male Female 16-34 35-54 55+ ABC1 DSAThomes

DTThomes

Know they can interact with programmesKnow they can interact with some advertising

% of audience aware of ability to “press red” and interact

Source: ITV Vision Panel

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Young / DSAT users more likely to interact

30.1 30.4 29.8

45.7

31.6

21.4

30.2

39.3

22.5

0

5

10

15

20

25

30

35

40

45

50

All Ads Male Female 16-34 35-54 55+ ABC1 DSAThomes

DTThomes

Have ever interacted with an Ad

% of audience whom have ever interacted with an Ad

Source: ITV Vision Panel

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Samples and Competitions most likely to drive an interaction

56.4

43.6

25.823.5

10.76.9

55.8

44.6

27

16.511.9

6.7

0

10

20

30

40

50

60

To obtain afree sample

To enter acompetition

Don't knowwhy / nothing

wouldmotivate me

To learn moreabout the

brand

To play a game Because Ialready usethe brand

DSAT home DTT home

Motivations to “press red” and interact with an Ad

Source: ITV Vision Panel

% A

ud

ien

ce

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INTERACTIVE ADVERTISING’S EFFECT ON

BRAND AWARENESSAVERAGED OVER 18 CAMPAIGNS

12%

28%

14%

31%25%

53%

SPONTANEOUS FIRSTMENTION

SPONTANEOUS ALLMENTIONS

NON VIEWERS VIEWERS OF LINEAR AD INTERACTORSSOURCE: BSKYB / CONTINENTAL RESEARCH

Interactors generate 78% rise compared to non interactors of linear ad

Interactors generate 71% rise compared to non interactors of linear ad

* 8,188,000 covering 22,023,000 individuals / ** 8,020,000 homes covering 17,942,000 individuals / *** 3,091,000 covering 7,757,000 individuals

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Creatives

Range to meet objectives In broadcast and out of broadcast

Impulse Response Microsite Mini DAL DAL

Same cross platform

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Impulse Response

Simplest creative available Appears as small graphic overlay

over the commercial Ideal for:-

Data capture Sampling Call back and brochure

requests Allows interaction with brand whilst

advert remains in full screen

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Microsite

Same functionality as IR template but in quarter screen format

More space for detail and branding

Viewers can enter details whilst still watching commercial, allowing advertisers to increase presence on screen

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Mini DAL

Templated application with more interactive capabilities than IR and MS

Combines detail of quality print with potential and power of moving image and sound

“Jump to” application Where viewer leaves b/c

stream Bespoke audio and Video Quarter screen format like MS

or full screen Moving image brochure Purchasing capability

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DAL

Brand’s ultimate interactive television experience

Visually rich and meets bespoke needs of advertiser with audio and video and advanced functionality Calculators Store locators

“Jump to” application Where viewer leaves b/c stream

Effectively the Advertiser’s own TV channel

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Integrating the red button

Earlier in planning process

Creative relevance for content

COI / Citreon recent examples

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BT Home Hub - September 2006

6.6 million recall seeing the BT Home Hub Advert on Freeview (55% of all adults with Freeview access)

2.2 million (33% of those who recalled the advert) were aware the advert was red button enabled

C. 119,000 (6%) pressed the red button and actively engaged with the advert (of those who were aware the advert was interactive)

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Sony Ericsson - DTT - Sept 2006

5.3m Freeview adults (44%) recalled seeing the latest Sony Ericsson advert

18% of these (nearly 1m), were aware that the advert was interactive

Nearly 200,000 (20% of those aware of the iAd) went on to interact with the application

6.8m enabled freeview boxes

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Interactive measurability

BARB viewing

Sky view

Responses (return path and mobile)

Emuse tracking to follow

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Interactive Costs

2 costs

Interactive Access Fee (GROSS)

Production (Gross)

Production fee changes Now GROSS

One-off fees

No regional / channel discounts

Invoicing change

Creative / fulfilment not included

ON DEMAND

IPTV

PVR

SATELLITE

NETWORK

Content Platforms

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30’s

TV SPOT

LONGFORM

- DALS

- GREEN BUTTON

-SKY ANYTIME/ VOD

-VIRGIN/CABLE

-BT VISION

SHORTFORM

- MOBILE

- BROADBAND

Types of Content

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THE FUTURE…• Expand existing offering to new platforms / channels

• Further integration with Airtime and Sponsorship

• GREEN button / Advertising innovations

• Cross channel collaboration for pitches

Convergence of All

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Café Switch Campaign

The Café Switch DTT, DSAT and WAP

Almost 50,000 consumers requested a sample

Responses came from the following routes: SMS – 23% DTT – 19%

DSAT – 44% WAP – 13%

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DSAT – 21,237 responses DTT (freeview) –

13,312 text responsesTEXT THUMBS OR

SWITCH TO 63330

Convergence

Mobile – 15, 911 responses

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Mobile Summary

89% of respondents remembered texting the campaign

58% said the ability to text an ad increased interest in buying a product

32% visited the WAP site for product info as well as requesting the sample

45% had bought the product in store since requesting the sample

Mobile – 15, 911 responses

Gd 2 receive info and sample - taste and try

before u buy

It’s really nice coffee and i don't mind texing itv

I like texting because it's easier to get info on an advertised product than

having to phone or buy in shops.

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DTT Summary

Of those aware of the interactive element 6%, which equates to 66,000 went in to interact with the application.

As 13,312 people went on to text as per the interactive prompt the conversion rate is an excellent 20%

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DSAT Summary

Of those aware of the interactive element 21%, which equates to 223,000 went in to interact with the application.

As 21,240 people went on to submit details this shows a strong conversion rate of 10%

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Interactive Programming / Sponsorship

EGTA 2007

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IPS

Adding interactivity to our programming

Viewers now demanding more content

Over 30 Interactive campaigns this year (up YOY)

Across ALL genres

Multi-platform distribution….

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Bad Lads Army

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Highlights

Coronation Street – 3m interacting for 10 mins each month

Bad Lads Army – 900,000 people pressing red

Sharon Osbourne – 7m interacting for 5 mins

Emmerdale – 2m press red

This Morning – nearly 3m interacting

Appetite for content is there!

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ITV 24/7 content…

Permanent area under Participation TV - enhancing existing content

Access to exclusive content – scheduled channels behind red buton

Made for VOD content

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Demonstration…

AD INNOVATIONS……………

Total Freedom of ContentTotal Freedom of Advertising

Ad Innovations..Our motivational factors..

Technology Identify potential new video based ad models emerging on TV and related platforms around the world, and evaluate their potential for roll-out in the UK.

Consumer Review consumer responses to the potential ad models and identify a shortlist of those that ITV should focus on developing

Commercial Identify the opportunities that ITV are able to exploit to ascertain the technical and creative partners that ITV need to build a relationship with.

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Importance of Interactivity

"I hear and I forget,

I see and I remember,

I do and I understand."