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Advertising over Digital TV

Advertising over Digital TV. Kelsey DDC Convention Denver, 2005. Then: Specialization. Communication. Information. Entertainment. Now : Expansion of Capabilities. Communication. WAP. 3G. IM, VOIP. Information. Games, Media Center. Entertainment. iTV. IPTV.

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Advertising over Digital TV

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  1. Advertising over Digital TV Kelsey DDC ConventionDenver, 2005

  2. Then: Specialization Communication Information Entertainment

  3. Now : Expansion of Capabilities Communication WAP 3G IM, VOIP Information Games, Media Center Entertainment iTV

  4. IPTV • Telco’s are upgrading their DSL infrastructure by rolling out fiber-optic lines to support delivery of interactive TV • Strategic initiative to increase ARPU and defend against VOIP and broadband offerings from cable and satellite providers • Cable companies are upgrading their networks to support IP as well…

  5. Impact on Local Advertising • Real-time, targeted delivery of advertising on TV • Pin-point granularity of household and viewer location • Discrete demographic/psychographic profiles • Viewer interests at a specific point in time • Explicitly expressed: Looking for/interested in/more like this • Implicit: Viewing profiles based on viewing habits • Complete commercial transactions or “Call me now” • Provide high-value exposure to advertisers at a competitive cost • Low-cost production and distribution

  6. Future: A “Converged” Experience Communication Information Entertainment

  7. Thank You

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