Digital Television

Advertising

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Contents

• Introduction• TV advertising today• Going digital• Advertising• Advertiser’s point of

view• Viewer’s point of view• DTV vs. Internet

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Introduction

• 2001 - business college diploma work– advertising on digital

television

• difficult start• interviews the best

source of information

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TV Advertising today

• TV as an advertising media– mass media– program based

targeting

• passive users

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TV Advertising today

• advertising methods:– tv spots– text-tv– sponsoring

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Going digital

• Great Britain, Australia

• development in Finland : advertising concentrates still on analog TV– only 15 percent

penetration on DTV receivers

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Going digital

• viewer becomes active

• targeting

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Commercial breaks/Interactive advertisements

• tv spots still the most important

• added with interactivity

• must work with or without MHP

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Interactivity

• tv spot – Supertext-tv site

• interaction through a return channel– Internet– SMS

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Interactivity

• viewer has a possibility to skip the ads

• advertisers get information of the viewers

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Interactive advertisement

example - Peugeot 407(www.broadbandbananas.com)

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Banners

• in an advertising spot• in the Supertext-tv

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Pop-up ads

• Windows appering on the screen– automatically– clicked

• Advertising interrupting viewer

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Sponsoring

• advertising connected to a program

• added value applications– Hockey Night

• commercial break sponsoring– quiz

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Direct Marketing

• most used way of direct marketing

• using receiver’s email feature

• permission from the viewer

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More enhanced Advertising

• language selection• integrated

advertising/ product placement

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Pricing

• spots based on – target audience– amount of contacts– duration of the spot

• new advertising base on– size– ”floating time”

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Advertiser’s point of view

• fragmentation of audience

• MHP penetration• different MHPs• security

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Advertiser’s point of view

• two sides of enhanced picture quality

• legal restrictions

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Viewers’ point of view

• data gathering – threat of privacy

• security• possibility to skip

advertisements

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Digital television vs. Internet

• Internet more developed, TV has limited possibilities in functions

• different users, different habits and capabilities

• bringing the new technology to remote control users – making them more vulnerable to advertising and merchandise

• trust in TV

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Sources

• Dagmar Oy• Sofia Digital Oy• www.broadbandbananas.com

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Thank you