3. What we do in Mobile… Interactive
• COMPETITION SERVICE • Engage with over 6.5 million unique ITV
viewers a year
• VOTING SERVICES
• Over 100m SMS interactions with the
• COMMENTS AND POLLS
ITV viewer base in 5 years
• CHARITY SERVICES
4. What we do in mobile… On Demand
ITV FREE MSG :This
Morning Car, Cruise &
£10k Tesco Vouchers
comp is OPEN:The
Fonz was a character in
which TV series? A.The
Cosby Show B.Happy
Days C.Friends
• Mobile now drives 14% of our viewing on ITV Player
• 4 million downloads of ITV Player apps to mobile devices
• X-Factor App - over 1 million downloads - generated 200 million interactions
during the series
• Now designing services to work specifically on mobile - our new ITV News
service renders dynamically on all mobiles - Over 30% of page views on the
news services this week have been on mobile
5. Data – ITV needs to get ahead
• Increased engagement of 20% by understanding our
audience - outbound campaigns to the user base to
ITV FREE MSG :This
Morning Car,Cruise & play the competitions
£10k Tesco Vouchers
comp is OPEN:The
Fonz was a character in • Uplift of 15% when offering 3 for 2 entries to a competition on
which TV series? A.The
Cosby Show B.Happy X-Factor and This Morning
Days C.Friends
• Now reviewing more optimization techniques
• CRM strategy across the business
6. The future of ITV on mobile
Designed to act as a supplementary channel for ITV viewers to interact with
broadcast brands and vote on live television shows.
• Real-time broadcast voting
• Accessible via app, mobile web, online &
social networks
• Live, engaging content and feeds
• Specifically designed services - itv.news
7. Summary
• Users do want to interact with programmes via their mobile AND watch programmes
and catch up on their mobile
• Viewer interactivity is key to a growing number of programmes in ITV’s schedule
• ITV is embracing interactivity through new channels such as Social Media
• As we observe and learn more about patterns of behaviour we will innovate
• All innovation underpinned through tight compliance and operational controls
• Keeping Consumer trust and confidence at heart of any engagement
Editor's Notes
Launched in March 2008 as a separate legal entity wholly owned by ITV and certified by PhonepayPlus, the premium rate services regulator Now responsible for Telephony Service Provision for all Premium Rate Services on ITV with the exception of voting on X Factor and BGT (Harvest Media Group) where ITL has oversight Also performs data aggregation from other service providers contracted to ITV (SMS, Red Button, Mobile Web and Online) Key partnership with BT for telephony network and co-development of industry leading service delivery tools BT RIDE and Wave telephony platforms used to provide optimal capacity and resilience BT Winner Selector and Vote Aggregator used to resolve competitions and votes in a fully auditable and controlled manner
Marketing has been used for This Morning on two occasions;
Marketing has been used for This Morning on two occasions;
