Interactive advertising uses online or offline interactive media to communicate with consumers and promote products, brands, and services. It has advantages like reducing losses from poorly coordinated ads and helping overcome challenges of new products. However, it requires more user participation than traditional advertising. Interactive ads draw people in by letting them play with interactive tools and spend more time, showing how innovative a company is. Common forms include mobile games, online videos, emails, polls and simulations. Interactive ads engage users through fun and games using movement, color, and simple games to pull users in without overly selling. Future trends may include more integration with mobile devices and traditional media using QR codes and on-the-spot reviews.
White Paper: Mobilising video advertising: trends, challenges and opportunities IAB Europe
This document discusses trends in mobile video advertising. It notes that while video advertising is growing globally, most campaigns still push TV ads to digital screens without adapting them for mobile. As users spend more time on mobile devices, the industry needs to create shorter, less intrusive ads optimized for mobile. Combining TV and digital advertising amplifies branding impact. Planning campaigns across screens can help push back diminishing returns on reach. Formats like native video ads are well-suited for mobile as they are viewable by default without forcing content on users.
Online advertising involves using the internet to deliver promotional marketing messages to consumers. There are several types of online ads like display ads, search ads, email ads, and mobile ads. Advertisers pay for different online advertising models like cost per click (CPC), cost per visitor (CPV), and cost per mille (CPM). While online advertising allows for targeted and low-cost promotion, it also faces disadvantages like ad-blocking and consumers avoiding ads.
This document discusses online advertising. It provides examples of different types of online ads such as banner ads, social network advertising, and email marketing. It outlines key events in the development of online advertising from 1994 to today. It notes the advantages of online advertising like large target audiences and the ability to track advertising figures. However, it also discusses disadvantages such as ads being seen as spam and customers experiencing advertising fatigue from many websites having ads.
Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.
Online advertising – history, Advantages and DisadvantagesKasey Williams
Online Advertising is form of marketing that runs through the internet and WorldWide Web marketing messages to drive traffic to your website. www.Postingfirst.com
Interactive advertising uses online or offline interactive media to communicate with consumers and promote products, brands, and services. It has advantages like reducing losses from poorly coordinated ads and helping overcome challenges of new products. However, it requires more user participation than traditional advertising. Interactive ads draw people in by letting them play with interactive tools and spend more time, showing how innovative a company is. Common forms include mobile games, online videos, emails, polls and simulations. Interactive ads engage users through fun and games using movement, color, and simple games to pull users in without overly selling. Future trends may include more integration with mobile devices and traditional media using QR codes and on-the-spot reviews.
White Paper: Mobilising video advertising: trends, challenges and opportunities IAB Europe
This document discusses trends in mobile video advertising. It notes that while video advertising is growing globally, most campaigns still push TV ads to digital screens without adapting them for mobile. As users spend more time on mobile devices, the industry needs to create shorter, less intrusive ads optimized for mobile. Combining TV and digital advertising amplifies branding impact. Planning campaigns across screens can help push back diminishing returns on reach. Formats like native video ads are well-suited for mobile as they are viewable by default without forcing content on users.
Online advertising involves using the internet to deliver promotional marketing messages to consumers. There are several types of online ads like display ads, search ads, email ads, and mobile ads. Advertisers pay for different online advertising models like cost per click (CPC), cost per visitor (CPV), and cost per mille (CPM). While online advertising allows for targeted and low-cost promotion, it also faces disadvantages like ad-blocking and consumers avoiding ads.
This document discusses online advertising. It provides examples of different types of online ads such as banner ads, social network advertising, and email marketing. It outlines key events in the development of online advertising from 1994 to today. It notes the advantages of online advertising like large target audiences and the ability to track advertising figures. However, it also discusses disadvantages such as ads being seen as spam and customers experiencing advertising fatigue from many websites having ads.
Online advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic and target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.
Online advertising – history, Advantages and DisadvantagesKasey Williams
Online Advertising is form of marketing that runs through the internet and WorldWide Web marketing messages to drive traffic to your website. www.Postingfirst.com
This document discusses uses of information and communication technologies (ICT) in advertising. It begins by introducing different types of traditional advertising media and notes that many can now also utilize ICT media through websites and the internet. It then describes three main types of advertising - product advertising which targets a specific item, business advertising to promote a company brand, and service advertising for industries like insurance and banking. Finally, it outlines some common ICT-based methods of advertising like websites, advertising on other sites, online directories, and multimedia presentations.
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...Cristal Events
The document discusses invalid traffic (IVT) and viewability in online advertising. It defines viewability as ads appearing within the visible space of a browser window. Both static and dynamic factors are considered in viewability measurements. IVT includes traffic from generators, unwanted ads from plugins/injectors, unseen ads like popunders, and misrepresented ad placements. Detection requires diverse telemetry from tags, panels, crawlers and honeypots. Filters are developed to identify IVT signals. Q1 2016 data showed regional IVT levels ranging from 1-5% and in-view rates for display/video around 30-60%. Addressing IVT requires understanding evolving threats and tools for detection, mitigation, and decision support.
This document discusses different types of advertising using information and communication technologies (ICT). It describes product advertising, business advertising, service advertising, advertising on websites, online directories, multimedia presentations, flyers, and posters. For each type of advertising, it provides details on the purpose, process, considerations, advantages, and technologies used. The overall document serves as an overview of how ICT can facilitate different forms of advertising.
This document provides an overview of online advertising, including definitions of common online advertising terminology. It discusses what online media is and how online advertising works. Key points include:
- Online media refers to digital content that can be accessed through websites and servers, including news, photos, video and music. It allows marketers to target large audiences cost effectively.
- Common online advertising metrics include impressions, clickthrough rates, cost per thousand impressions (CPM). Analytics tools like Google Analytics track user sessions, bounce rates, and other metrics.
- Emerging 2015 online advertising trends include social media advertising packages, more video and multimedia ads, and full page takeover ads for promotions.
This document discusses different types of advertising media and methods. It covers traditional media like billboards, magazines, newspapers and radio. It also covers digital media like websites, banners ads, pop-up ads, pop-under ads and flyers. Product, business and service advertising are described. Methods like websites, flyers and posters are mentioned as well as considerations for website design like multimedia, interactivity and search engine visibility.
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...Cristal Events
This document discusses balancing the video advertising ecosystem between buyers and sellers. It summarizes findings from interviews with over 100 industry experts from five markets on factors influencing adoption of programmatic video. Six key areas are identified that need to be addressed for balance: currencies and measurement, creative innovation, publisher-led data products, holistic sell-side platforms, education and training, and collaborative relationships. The full report can be downloaded from Ooyala's website.
Online advertising uses the internet and world wide web to deliver marketing messages to attract customers. It has competitive advantages over traditional advertising such as immediate publishing of information without limitations of geography or time, and allows for interactive and customized advertisements. However, online advertising also faces drawbacks such as high costs, inconsistency in reaching the target audience, and impedance of website speeds. It is also highly dependent on audience characteristics and technology.
The fusion of media channels has caused convergence of in the digital arena. This presentation highlights brands that have gained brand dominance through big ideation and the use of digital media.
The document discusses the history and evolution of online advertising. It describes several key events and innovations: (1) Global Network Navigator launched the first clickable banner ad in 1994; (2) AT&T and Hotwired created the first graphical banner ad in 1994; (3) DoubleClick was founded in 1996 and became a major online advertising company; (4) Pay-per-click advertising was invented by Overture in the late 1990s and was adapted by Google, becoming a dominant online advertising model. The document also notes that future online advertising will focus more on social media, analytics and targeting niche audiences.
Why Youth Brands Should Focus On Mobile Video Ads?spocto
By the end of 2015, the total Digital Video Ad spending in US is expected to surpass $7.7 billion, with about $2.6 billion to be contributed by Mobile Video Ads. Reports suggest that the majority of mobile video viewers consist of smartphone and tablet users in the age bracket of 16-30.
This presentation talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
This document discusses types of advertising and methods of using information and communication technology (ICT) in advertising. It explains three main types of advertising: product advertising, business advertising, and service advertising. It then describes various ICT-based methods for advertising, including websites, online directories, multimedia presentations, flyers, and posters. The document concludes by providing a task to create an advertising plan and presentation for different scenarios.
This document discusses different forms of advertising used in print, electronic, and internet media. It defines advertising and describes how advertisements are used to promote products and services. The document also outlines several types of online advertising techniques including banners, pop-ups, email marketing, contextual advertising, and advertisements on social networking sites.
This document provides an overview of online advertising. It discusses the key differences between traditional and online marketing, the history of major developments in online advertising from 1993 to 2013, advantages and disadvantages of online advertising, ethics and privacy issues, and examples of major online advertising companies like Google and types of online ads. It also covers topics like how online ad auctions work, mechanisms used for targeting ads, and why companies use third-party ad servers.
INT2016 - Emil Pawlowski & Vesna Gordon (Gemius) - Data Science RevolutionCristal Events
This document discusses data science and internet audience measurement. It summarizes that:
- Data science allows for more accurate measurement and analysis of internet audiences through the use of first party data, data integration, predictive models, and other techniques.
- Case studies show how data science can provide insights into multi-device usage, human vs non-human traffic patterns, and home vs work usage splits.
- Data science is helping to increase transparency in the digital advertising market and provide overnight reporting and forecasting capabilities needed to keep up with real-time bidding and programmatic advertising.
This document discusses 15 different types of online advertising, including banner ads, text ads, display ads, pop-up ads, flash/DHTML ads, interstitial ads, video ads, email ads, on-site sponsorships, advertorials, floating ads, unicast ads, takeover ads, contextual ads, and pay-per-click ads. Each type is briefly defined and examples are provided. The advantages of internet advertising through pay-per-click are also mentioned.
This document contains summaries of 5 animal welfare advocacy advertisements:
1) A WWF tiger advertisement that educates the public that animal cruelty from hunting tigers threatens their extinction.
2) A zoo advertisement portraying zoos as prisons for animals by using handcuffs in the word "zoo".
3) An animal testing advertisement appealing to cosmetics users by depicting the suffering of a puppy used as a perfume bottle.
4) A circus advertisement aimed at circus-goers showing an unhappy monkey behind bars to argue animals are unhappy being forced to perform.
5) An extinction advertisement arguing hunting rhinos for their parts will lead to extinction despite human conservation efforts.
Understand issues relevant to design for advertising Faiza Farzana
Types of advertisements include broadcast, online, print, guerrilla, outdoor, and packaging. Broadcast advertising involves commercials on radio and TV, while online advertising uses websites, emails, and social media. Print advertising is found in newspapers, posters, and leaflets. Guerrilla advertising uses non-traditional public spaces, and outdoor advertising billboards and buses. Packaging advertising promotes products through boxes and food containers.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
The Case for Advertising in Interactive Digital Magazinesjgordon
"The Case for Advertising in Interactive Digital Magazines" is the first study exclusively conducted on readers of interactive digital magazine readers, as opposed to the majority of digital magazines which are replicas of print magazines. Interactive digital magazines are different becuase they are designed to compete for online readers and are ideal for use on iPad and e-reader devices.
This document discusses uses of information and communication technologies (ICT) in advertising. It begins by introducing different types of traditional advertising media and notes that many can now also utilize ICT media through websites and the internet. It then describes three main types of advertising - product advertising which targets a specific item, business advertising to promote a company brand, and service advertising for industries like insurance and banking. Finally, it outlines some common ICT-based methods of advertising like websites, advertising on other sites, online directories, and multimedia presentations.
INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...Cristal Events
The document discusses invalid traffic (IVT) and viewability in online advertising. It defines viewability as ads appearing within the visible space of a browser window. Both static and dynamic factors are considered in viewability measurements. IVT includes traffic from generators, unwanted ads from plugins/injectors, unseen ads like popunders, and misrepresented ad placements. Detection requires diverse telemetry from tags, panels, crawlers and honeypots. Filters are developed to identify IVT signals. Q1 2016 data showed regional IVT levels ranging from 1-5% and in-view rates for display/video around 30-60%. Addressing IVT requires understanding evolving threats and tools for detection, mitigation, and decision support.
This document discusses different types of advertising using information and communication technologies (ICT). It describes product advertising, business advertising, service advertising, advertising on websites, online directories, multimedia presentations, flyers, and posters. For each type of advertising, it provides details on the purpose, process, considerations, advantages, and technologies used. The overall document serves as an overview of how ICT can facilitate different forms of advertising.
This document provides an overview of online advertising, including definitions of common online advertising terminology. It discusses what online media is and how online advertising works. Key points include:
- Online media refers to digital content that can be accessed through websites and servers, including news, photos, video and music. It allows marketers to target large audiences cost effectively.
- Common online advertising metrics include impressions, clickthrough rates, cost per thousand impressions (CPM). Analytics tools like Google Analytics track user sessions, bounce rates, and other metrics.
- Emerging 2015 online advertising trends include social media advertising packages, more video and multimedia ads, and full page takeover ads for promotions.
This document discusses different types of advertising media and methods. It covers traditional media like billboards, magazines, newspapers and radio. It also covers digital media like websites, banners ads, pop-up ads, pop-under ads and flyers. Product, business and service advertising are described. Methods like websites, flyers and posters are mentioned as well as considerations for website design like multimedia, interactivity and search engine visibility.
INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...Cristal Events
This document discusses balancing the video advertising ecosystem between buyers and sellers. It summarizes findings from interviews with over 100 industry experts from five markets on factors influencing adoption of programmatic video. Six key areas are identified that need to be addressed for balance: currencies and measurement, creative innovation, publisher-led data products, holistic sell-side platforms, education and training, and collaborative relationships. The full report can be downloaded from Ooyala's website.
Online advertising uses the internet and world wide web to deliver marketing messages to attract customers. It has competitive advantages over traditional advertising such as immediate publishing of information without limitations of geography or time, and allows for interactive and customized advertisements. However, online advertising also faces drawbacks such as high costs, inconsistency in reaching the target audience, and impedance of website speeds. It is also highly dependent on audience characteristics and technology.
The fusion of media channels has caused convergence of in the digital arena. This presentation highlights brands that have gained brand dominance through big ideation and the use of digital media.
The document discusses the history and evolution of online advertising. It describes several key events and innovations: (1) Global Network Navigator launched the first clickable banner ad in 1994; (2) AT&T and Hotwired created the first graphical banner ad in 1994; (3) DoubleClick was founded in 1996 and became a major online advertising company; (4) Pay-per-click advertising was invented by Overture in the late 1990s and was adapted by Google, becoming a dominant online advertising model. The document also notes that future online advertising will focus more on social media, analytics and targeting niche audiences.
Why Youth Brands Should Focus On Mobile Video Ads?spocto
By the end of 2015, the total Digital Video Ad spending in US is expected to surpass $7.7 billion, with about $2.6 billion to be contributed by Mobile Video Ads. Reports suggest that the majority of mobile video viewers consist of smartphone and tablet users in the age bracket of 16-30.
This presentation talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
This document discusses types of advertising and methods of using information and communication technology (ICT) in advertising. It explains three main types of advertising: product advertising, business advertising, and service advertising. It then describes various ICT-based methods for advertising, including websites, online directories, multimedia presentations, flyers, and posters. The document concludes by providing a task to create an advertising plan and presentation for different scenarios.
This document discusses different forms of advertising used in print, electronic, and internet media. It defines advertising and describes how advertisements are used to promote products and services. The document also outlines several types of online advertising techniques including banners, pop-ups, email marketing, contextual advertising, and advertisements on social networking sites.
This document provides an overview of online advertising. It discusses the key differences between traditional and online marketing, the history of major developments in online advertising from 1993 to 2013, advantages and disadvantages of online advertising, ethics and privacy issues, and examples of major online advertising companies like Google and types of online ads. It also covers topics like how online ad auctions work, mechanisms used for targeting ads, and why companies use third-party ad servers.
INT2016 - Emil Pawlowski & Vesna Gordon (Gemius) - Data Science RevolutionCristal Events
This document discusses data science and internet audience measurement. It summarizes that:
- Data science allows for more accurate measurement and analysis of internet audiences through the use of first party data, data integration, predictive models, and other techniques.
- Case studies show how data science can provide insights into multi-device usage, human vs non-human traffic patterns, and home vs work usage splits.
- Data science is helping to increase transparency in the digital advertising market and provide overnight reporting and forecasting capabilities needed to keep up with real-time bidding and programmatic advertising.
This document discusses 15 different types of online advertising, including banner ads, text ads, display ads, pop-up ads, flash/DHTML ads, interstitial ads, video ads, email ads, on-site sponsorships, advertorials, floating ads, unicast ads, takeover ads, contextual ads, and pay-per-click ads. Each type is briefly defined and examples are provided. The advantages of internet advertising through pay-per-click are also mentioned.
This document contains summaries of 5 animal welfare advocacy advertisements:
1) A WWF tiger advertisement that educates the public that animal cruelty from hunting tigers threatens their extinction.
2) A zoo advertisement portraying zoos as prisons for animals by using handcuffs in the word "zoo".
3) An animal testing advertisement appealing to cosmetics users by depicting the suffering of a puppy used as a perfume bottle.
4) A circus advertisement aimed at circus-goers showing an unhappy monkey behind bars to argue animals are unhappy being forced to perform.
5) An extinction advertisement arguing hunting rhinos for their parts will lead to extinction despite human conservation efforts.
Understand issues relevant to design for advertising Faiza Farzana
Types of advertisements include broadcast, online, print, guerrilla, outdoor, and packaging. Broadcast advertising involves commercials on radio and TV, while online advertising uses websites, emails, and social media. Print advertising is found in newspapers, posters, and leaflets. Guerrilla advertising uses non-traditional public spaces, and outdoor advertising billboards and buses. Packaging advertising promotes products through boxes and food containers.
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
The Case for Advertising in Interactive Digital Magazinesjgordon
"The Case for Advertising in Interactive Digital Magazines" is the first study exclusively conducted on readers of interactive digital magazine readers, as opposed to the majority of digital magazines which are replicas of print magazines. Interactive digital magazines are different becuase they are designed to compete for online readers and are ideal for use on iPad and e-reader devices.
The document provides an introduction to copywriting, including definitions of a copywriter and copywritten materials. It discusses features and benefits, headlines, writing clear copy to sell, and things to consider before writing copy, such as understanding the product. The writing process and copywriting business are also briefly mentioned.
Understand issues relevant to design for advertising (4) [autosaved]karan singh
This document provides an overview of different types of advertising including guerrilla marketing, product placement, packaging, outdoor, broadcast, mobile, online, and print advertising. It also discusses important considerations for advertising design such as understanding the target customer, developing an advertising strategy focused on the company, customer, and competition, and constraints like laws, budgets, and ethics.
Social Media Advertising is here for the long run, in other words it's here to stay. In this presentation I go through the ABC of social media advertising and provide a quick how-to overview on how to embrace Social Media Advertising and make it work for your brand.
This presentation is part of a panel of speeches given at the Fremantle chapter of #HospoBiz, a new Hospitality only networking organization.
For more information on #HospoBiz please visit https://www.facebook.com/hospobiz
To enquire as a speaker, please contact Federica at
federica@mjsocial.com.au
Confused about all the advertising options on social media? The landscape is changing in 2015 and you will need to have a marketing budget. Find out what you need to know about advertising on Facebook, Twitter, LinkedIn, Pinterest, and YouTube.
This document discusses using various social media platforms for marketing purposes. It outlines strategies for using Twitter, Facebook, LinkedIn, and other sites like Faves and Delicious to increase traffic, build relationships with customers, promote brands and products, and generate sales. The key advice includes posting regular updates, engaging with followers, sharing links and content, monitoring insights and analytics, creating advertisements and groups, and customizing outreach efforts for each channel.
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
A presentation I created for a prototype air-freshener. This presentation represents the creative aspect of our campaign to be presented during class.
It went well.
The document discusses the definition and purposes of advertising. Advertising is defined as any paid, non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. Some key purposes of advertising include introducing new products, supporting personal selling, reaching broader audiences, entering new markets, increasing competition, enhancing goodwill, improving dealer relations, and warning against imitations. The document also lists various advertising media like newspapers, magazines, billboards, television, radio, and the internet.
Press Red Now, An Interactive Conversation With Your Tv ViewersThierry Briers
how new technologies on IDTV can help advertisers and content providers to change TV viewers’s behaviours and persuade them to interact with them.
How to transform a passive lean back viewer into an active lean forward viewer.
Belgacom TV has offered IPTV services in Belgium since 2005, with over 663,000 subscribers as of early 2009. The document discusses how interactive digital television allows for customizable interfaces, personalized design, and interactivity between viewers and content or advertisements. Advertisers can use interactive forms to collect customer contact information from engaged viewers in order to prolong conversations.
this presentation includes a brief analysis of the evolution of television and the emerging role of IDTV in the advertising and interactive marketing..
Interactive television began as an evolution from traditional black and white television, with producers seeking to enhance programs and make the viewing experience more interactive. Interactive television allows two-way communication between viewers and programmers, enabling viewers to respond to and provide input for programming in real-time. While interactive television faces challenges around inconsistent technologies across operators, it creates new opportunities for advertisers and opens up the television experience beyond passive viewing.
Nick North - Convergence – the impact of the internet on televisionTVbusinessconference
This document discusses the convergence of television and digital media. It notes the proliferation of screens and platforms to access TV content, and the socialization of TV through interactions on social media. New data sources are outlined that provide insights into viewing behaviors across devices. The strategies proposed focus on exploiting this convergence by developing new revenue streams, targeted advertising, improving content discovery, and amplifying consumer engagement. Measurement of cross-platform viewing is positioned as key to meeting evolving business needs.
The role of television in the marketing of the 21st century // David Brennan SEMPL
David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century.
As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
The Future Of Brand Communications GöTtgens Zum VersandSergey Galyonkin
The document discusses challenges and opportunities for brand communications at Mercedes-Benz in the digital era. It outlines how Mercedes-Benz utilized various digital channels and cross-media strategies, such as mobile marketing, Second Life, and user-generated content, to communicate the launch of the new C-Class. It emphasizes the importance of dialogue with customers, participation over traditional publishing, and developing a connected global community across borders using cross-media approaches.
Issues in the industry is a huge aspect of media that must be known to all who work in it. My powerpoint includes aspects such as rating wars, technologies and regulatory bodies. Audience effect theories are also explained and applied.
Direct marketing has become highly technology-intensive, leveraging various digital channels. Email marketing generates the highest return on investment of any marketing channel. Interactive TV allows two-way communication between viewers and advertisers. Infomercials are long-form commercials well-suited to demonstrating products priced over $39.95. Home shopping channels provide a televised shopping experience for consumers. The internet further expands direct marketing opportunities through email, social media, online advertising, personalized websites, and more.
Ratings wars occur between broadcasting companies as they compete for the largest audience numbers, which are measured by BARB. Advertisers use these viewership numbers to determine which shows to advertise on in order to reach the biggest audience. Companies like ITV have moved timeslots for their shows like The X Factor in response to losing viewers to BBC shows like Strictly Come Dancing. New streaming services like Netflix and Amazon have also entered into ratings battles as they offer exclusive content to their subscribers.
The document discusses the development of the digital media sector in the West Midlands region of the UK. It outlines recent achievements like funding programs for film, games, and digital media. It proposes launching a £5 million Digital Media Fund to back commercial growth in the region. The presentation seeks feedback on priorities for resources and on simplifying business support and targeting high-growth digital markets.
The document discusses the development of the digital media sector in the West Midlands region of the UK. It outlines recent achievements like funding programs for film, games, and digital media. It proposes launching a £5 million Digital Media Fund to back commercial growth in the region. The presentation seeks feedback on priorities for resources and identifies strategic priorities like encouraging innovation and developing new markets.
The document discusses digital media funding in the West Midlands region of the UK. It outlines the region's strengths in digital media industries like gaming and film production. It then details the region's approach to funding digital media startups and innovations, which includes multi-million euro funds to support projects from concept to market launch, and initiatives to mentor small businesses. The key to success is identified as creating sustainable funding that provides resources for projects to succeed long-term.
The document discusses how digital technologies and data are transforming television content. Broadcasters are embracing digital platforms to grow audiences through live-tweeting, additional online content, and making their content more trackable and measurable. Formats are also changing as audiences expect to access content anywhere on connected devices. Successful shows are being adapted globally through co-productions and alliances between broadcasters. However, broadcasters must balance the demands of real-time audiences with their responsibilities as news providers.
Patrice Slupowski: The evolution of tv 2013 2020 - Filmteractive LodzFilmteractive
The document discusses the evolution of television from 2013 to 2020, noting several key trends:
- TV is increasingly connected to the internet and digital/social media, with many households owning multiple screens
- Viewers are engaging in more multitasking of TV with digital tools like social media
- Recommendation of TV and online video content is challenging due to the massive amount of choices available
- Second screen applications are being developed to enhance TV viewing with social, discovery, shopping and other features
- Innovation priorities to 2020 include improved personalization, leveraging on-demand content, enriching TV experiences beyond just social aspects, and enabling new viewing behaviors like pausing/resuming programs.
The document discusses interactive advertising opportunities on ITV platforms. It notes that 80% of UK homes now watch digital TV and audiences are becoming more engaged with interactive content. The objectives are to offer relevant advertising to suit client goals, increase brand touchpoints with viewers, and provide more engaging content. Options discussed include video on demand, web 2.0, mobile, and interactive TV ads ranging from simple graphics to immersive brand experiences. Case studies demonstrate high recall and interaction rates for campaigns.
Convergence leads to increased competiton for traditional broadcast TV as all content now migrated to connected TV-sets. Broadcasters need strong umbrella brands and monetize more self-produced content in a 3screen environment.
Similaire à INTERACTIVE ADVERTISING ON DIGITAL TELEVISION (20)
Just like improv is all about creating powerful performances that amaze audiences on the fly, real-time marketing revolves around creating the powerful content that connects with consumers in a specific context.
Listening, acting fast and being relevant are key elements to incite a wow-effect among your audience. But what happens if your efforts aren’t well orchestrated?
Candice Vanhacht, our very own star of improv, shows how hugely effective great ideas can be if done well, but also how embarrassing they can be if not executed correctly.
In June 2015, Cleverwood will celebrate 6 years of the #noemail program. Olivier Beaujean has been invited by Elia to share this experience during 2 lunch sessions.
Do you sometimes feel like Scheherazade telling story after story in One Thousand and One Nights? Welcome to the modern world of marketers, where we daily face the continuous demand for compelling stories in order to keep the voracious content monster satisfied. People constantly crave for fresh content and brands are virtually obliged to keep providing it so as to drive people to their website.
So how do you feed the content monster? Cristina Palmiotto and Stéphanie Desmet, digital consultants at Cleverwood, share their experiences with content creation and curation, showing practical examples on how useful tools can help you win the daily content challenge.
Friday Session #71 - Storytelling behind the hype by Jelle Annaars Cleverwood Belgium
Look into any marketing blog or book from the last few years, and you're bound to read something about storytelling. Content professional Jelle Annaars will take us beyond the buzzword and all the way back to Aristoteles, explaining hands on how storytelling techniques can make your communications more effective.
The document discusses how social media was used to rescue Iceland's tourism industry after a volcanic eruption in 2010 negatively impacted visitor numbers. Travel to Iceland was predicted to decrease by 30% and cost £180 million in lost revenue. To address this, Iceland used social media platforms like Facebook, Twitter, and video to tell personal stories from visitors and change negative perceptions of Iceland as a tourist destination. This social media campaign increased actual visitors by 79,252 above forecasts, resulted in total revenue of £138.7 million, and improved perceptions of Iceland in its three main tourist markets by 48%, 25%, and 24% respectively. The campaign demonstrated that mass social participation and personal stories on social media can boost tourism.
Comment un rse peut renforcer la performance d’une entreprise : exemple de cl...Cleverwood Belgium
Olivier Beaujean a partagé lors d'un petit déjeuner organisé par EFE le cas concret de Cleverwood. Il a expliqué en quoi l'utilisation d'un réseau social d'entreprise permet de booster la performance d'une organisation.
This document presents summaries and sources for various claims and studies related to the impact of social media on business sales and customer engagement. It discusses findings that only a small percentage of website traffic and conversions come from social media, but that social media interactions like pins on Pinterest can generate revenue. It also notes that social media may build loyalty but that its impact on short-term sales is difficult to measure directly. The document aims to shed light on both positive and uncertain effects of social media on business performance.
Friday Session #64: Key Recipes For Killer InfographicsCleverwood Belgium
A slidedeck presented at the 64th Cleverwood Friday Session. Feel free to visit our website for various other courses in digital media http://www.cleverwood.be/learning-hub
Friday Session #63: Monitoring, Managing or Customer Service Cleverwood Belgium
How to choose the right social media tool for your business?
The world of monitoring tools is complex and varied. During our FAS #63, Cleverwood consultant Kim Recour introduced us to the most interesting tools, complete with valuable examples and simulated tests.
Friday Session #59: The Freaky Friday of a Community ManagerCleverwood Belgium
This document summarizes four cases of community managers facing challenges on social media. For Carrefour, an informal response to a complaint avoided escalation. Ter Zake faced criticism for an arrogant response, which became a trending topic until an apology. Monoprix's community manager addressed complaints about a sandwich politely and proposed a solution. Finally, guidelines restricting negative student speech about their school were sensationalized by the national press.
Cleverwood Trends Session 8: Who's the King? Content, context or community? H...Cleverwood Belgium
This document discusses Choqoa, a new world of cocoa that contains a variety of flavors. It mentions that along with the varieties and flavors, this new cocoa world also contains nightmares. It then lists some channels like blogs, online shop, and social media accounts to engage with Choqoa and share content about their cocoa products.
Cleverwood Trends Session 8: Who's the King? Content, context or community? H...Cleverwood Belgium
KBC Banking & Insurance launched a campaign called "Gap in the Market" to help local entrepreneurs fill needs in their communities. The campaign involved 3 phases: 1) Identifying gaps in the market, 2) Asking entrepreneurs to fill those gaps, and 3) A competition for entrepreneurs who filled gaps. KBC provided a platform for the community to create content about gaps and ideas to fill them. Over 300,000 unique visitors used the platform, 177,000 gaps were identified, and 1,427 entrepreneurial ideas were submitted. The campaign successfully engaged the community and local businesses.
The document provides tips for connecting with customers through strategic planning and an omnichannel approach. It recommends developing a content plan to tell your story, finding shareable stories, focusing on benefits, and being present across different channels like web, store, social media, and mobile. It also suggests listening to customers, personalizing experiences, providing ongoing customer service, and using social media to engage customers after a sale.
Thanks to the social amplification, strong blogs get noticed much easier and much faster than before, which helped reviving the blogosphere.
Bloggers attract readers with good content, personal opinion, criticism and full transparency. That is why brands consider bloggers more reliable than journalists. Brands become more interested in the engaged audiences of strong blogs which offer them numerous business opportunities.
Friday Session #52: Translating complex media briefings into media plansCleverwood Belgium
Answering a briefing often feels like trying to solve a puzzling case or cracking a code. It's a complex science mixing number crunching, logic, creativity, but also sociology, anthropology, epistemology. Philippe Deltenre presents the methodology he's using to adress complex briefings and big pitches: from briefing to storyline, from storyline to KPIs, from KPIs to execution plan.
This presentation is an introduction to SoLoMo, which is a term to describe a significant change in consumer behavior and marketing opportunities. The social mobile local concept supports the theory that only relevant and meaningful content makes sense to specific users who are at a specifc time on a specific location.
In order to be able to deliver these marketing messages, it's necesaary to understand how exactly this works, and what technologies and mechanisms are behind it.
It moves the consumer even further down the scale of empowerment, allowing them to be active online at almost any time or location, while connecting them in real time to their social graph, their network, peer opinions and advice.
The implications for marketers are dramatic, in terms of targeting, data, measurement and pure disruptive power.
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
How to Get CNIC Information System with Paksim Ga.pptxdanishmna97
Pakdata Cf is a groundbreaking system designed to streamline and facilitate access to CNIC information. This innovative platform leverages advanced technology to provide users with efficient and secure access to their CNIC details.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Digital Marketing Trends in 2024 | Guide for Staying AheadWask
https://www.wask.co/ebooks/digital-marketing-trends-in-2024
Feeling lost in the digital marketing whirlwind of 2024? Technology is changing, consumer habits are evolving, and staying ahead of the curve feels like a never-ending pursuit. This e-book is your compass. Dive into actionable insights to handle the complexities of modern marketing. From hyper-personalization to the power of user-generated content, learn how to build long-term relationships with your audience and unlock the secrets to success in the ever-shifting digital landscape.
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Salesforce Integration for Bonterra Impact Management (fka Social Solutions A...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on integration of Salesforce with Bonterra Impact Management.
Interested in deploying an integration with Salesforce for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-und-domino-lizenzkostenreduzierung-in-der-welt-von-dlau/
DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
- Reduzierung der Lizenzkosten durch Auffinden und Beheben von Fehlkonfigurationen und überflüssigen Konten
- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
- Tipps für häufige Problembereiche, wie z. B. Team-Postfächer, Funktions-/Testbenutzer usw.
- Praxisbeispiele und Best Practices zum sofortigen Umsetzen
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
Ocean lotus Threat actors project by John Sitima 2024 (1).pptxSitimaJohn
Ocean Lotus cyber threat actors represent a sophisticated, persistent, and politically motivated group that poses a significant risk to organizations and individuals in the Southeast Asian region. Their continuous evolution and adaptability underscore the need for robust cybersecurity measures and international cooperation to identify and mitigate the threats posed by such advanced persistent threat groups.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
8. A radical change More Media… More Media Today, media is more and more fragmented • hundreds of radio stations • thousands of magazine titles • more than 80 TV channels/home And the Web…. • Millions of sites • Billions of pages No real mass media anymore… Source: Thierry Briers
9. A radical change More and more channels & movies in High Definition Source: Thierry Briers
10. A radical change Thousands of broadcaster’s catch up programs, previews and archives Source: Thierry Briers
21. Interactive Advertising Use Online & interactive digital TV platforms to communicate with viewers and promote brands, products, services, … Source: Thierry Briers
30. If you want to get in touch… www.cleverwood.be [email_address] Call Olivier Beaujean at +32 (0) 475 75 85 90 Cleverwood is a trademark of Fair Wood Ventures sprl/bvba Cleverwood is your New Media Consulting partner, providing expertise, knowledge and consulting services for Web, Mobile, Interactive Television and emerging channels.
Notes de l'éditeur
On a tendance a croire que l’interactivité à la télévision est récente mais en fait elle a plus de 50 ans. On a retrouvé un exemple en 1953. Dans une émission qui s’appelait « Winkin dink and you », c’est un animateur dans le poste qui dessinait sur un tableau transparent certains éléments en animant et l’enfant dans son foyer, apres avoir acheté un petit kit special, pouvait dessiner sur un tableau transparent devant la télévision. Ce show est le premier a introduire l’interactivité dans un programme télévisé. Même s’il a été arrêté après 8 mois parce que les enfants dessinaient directement sur l’ecran.
Un autre exemple en 88 par la BBC lançait un programme qui invitait les téléspectateurs a téléphoner pour donner les suggestions sur la suite de l’histoire et les meilleures suggestions étaient théoriquement adaptées sur la semaine suivante. Je dis théoriquement car a mon avis tout « était pipé ».
Tout ça pour exprimer le fait qu’il faut faire une différence entre le « i » et le « D » dans iDTV. L’interactivité est bien plus ancienne que la digitalisation des contenus.
Après cette briève introduction, parlons un peu de l’environnement des Médias. Aujourd’hui, tout le monde sait qu’on assiste à un vrai boulersement dans le monde de la publicité et du marketing.
Il y a de plus en plus de produits et donc de plus en plus de choix pour le consommateur.
Avec l’émergence des canaux de communication tels Internet et le téléphone mobile ainsi que la multiplication des médias, on assiste à un véritable fragmentation des audiences.
Ajoutons également qu’il y a de plus en plus d’accès et une tendance à la convergence des technologies.
Aussi, il faut repenser le Marketing. Les consommateurs évoluent vers un mode de consommation plus actif. Ils veulent interagir avec le contenus, avec les marques, ils veulent plus d’implication et de contrôle sur leur consommation. Ils sont donc de moins en moins enclins à accepter l’intrusion
Mais aujourd’hui, qu’est ce que l’interactivité sur la télévision digitale ? Pour résumer, considérons 3 éléments importants.
Sur la télévision digitale, on peut enregistrer, mettre pause à la télévision, …
On peut également avoir accès à pleins de services interactifs et notamment en utilisant ce fameux Bouton rouge.
Finalement, c’est aussi la possibilité pour les acteurs de l’industrie de créer des interfaces complètement personnalisables, ce qui leur permet d’offrir plus d’interactivité, d’améliorer l’expéreince du consommateur ou encore de mesurer le traffic.
Le meilleur exemple d’interfaces personnalisables sont celles des chaînes de télévision qui proposent des catalogues de vidéo à la demande ou encore d’autres services interactifs, et qui sont accessibles via le simple bouton rouge. (E.g. RTL à l’infini, iZone de VTM, …)
Un autre exemple, ce sont les programmes participatifs (également utilisables via le bouton rouge) comme X-factor, La nouvelle Star, …) où les téléspecteteurs peiuvent voter sur leur sofa et directement via leur télécommande.
Mais qu’est ce que la publicité interactive sur la télévision digitale ?
Actuellement, il y a quatre types d’outils publicitaires interactifs sur la télévision digitale: La publicité sur la vidéo à la demande Les DAL’s La visibilité interactive sous 3 formes différentes: les spots interactifs, la publicité dans les programmes interactifs dont on a déjà parlé, la publicité sur les portails des chaînes (sous forme de Banner publicitaire similaire à ceux du web) Les programmes sponsorisés
Tous ces outils ont le même objectif c’est-à-dire utiliser les platformes interatcives sur la télévision digitale pour communiquer avec les téléspectateurs, promouvoir les marques, les produits, les services avec toujours plus de créativité qu’auparavant.
La publicité interactive à la télévision offre aussi l’opportunité de créer un lien entre la télévision traditionnelle et l’online, ce qui contribue à: Accroître l’activation des campagne sonline Offrir plus d’informations Générer des « leads » Améliorer et prolonger l’expérience du consommateur avec la marque
Quelques examples
Il s’agit d’un mini-site au sein de l’espace de l’opérateur, développé selon les recommendations techniques spécifiques. Cet environnement permet uax annonceurs de proposer une publicité différente de la publicité traditionnelle. Le contenu peut y être étoffé. Il permet de créer une véritable communication entre la marque et le consommateur. Le grand avantage de cet environnement est selon moi le fait qu’il n’y pas de limite d ecréativité, élément déterminant dans ml’acceptation de la publicité par le consommateur. Nous avons ici un exemple intérressant de DAL pour Lexus ou BMW où c’est une sorte de micro site télévisé, toujours avce la petite fenetre qui diffuse le programme, qui est entièrement dédié a la marque, et où vous pouvez a partir de votre sofa et de votre telecommande, explorer le véhicule, le faire touner, voire commander un test drive, …
Il y a également les spots interactifs qui peuvent très bien être intégré et qui offrent la possibilité aux consommateurs, en cliquant sur le bouton rouge de votre télécommande d’accéder justement à la DAL de la marque, à une publicité complémentaire, ou encore accéder à votre coupon personnel comme c’est le cas par exemple pour la publicité Nutella que l’on voit ici. C’est donc un excellent moyen de générer des call-to-action.
Via les programmes interactifs, il y a également moyen d’annoncer grâce à une couche interactive, des publicité sous forme de bannering qui offrent la possibilité de rentrer ultérieurement dans les DAL’s des annonceurs comme c’est le cas via les spots interactifs.
Un autre exemple d’outil publicitaire est celui du bannering sur les portails des chaînes TV comme on le voit ici sur RTL à l’infini et sa publicité Cofidis. Evidemment, comme je l’ai dit précedemment, il est possible, comme sur le web, de cliquer sur la publicité et entrer dans les DAL’s ou autres formules publicitaires, et donc de générer des call-to action.
Finalement, on voit aussi apparaître via les services interactifs associés au programmes de l’interactivité sponsorisée. En effet, via les programmes, les chaînes ont la possibilité d’interagir avec le consommateur et on peut donc arriver à des programmes entièrement sponsorisé en « real time » par des annonceurs. Cette pratique se répand de plus en plus en Europe et aux Etats-Unis ces dernières années parce que l’on s’aperçoit que le consommateur réagit plus à l’interactivité dans un programme que dans un spot publicitaire. Certaines études prouvent d’ailleurs qu’elle est 3 fois plus importante. Ces services associés sont donc des applications diffusées en même temps et parallèlement aux pogrammes TV. En France, les téléspectateurs ont été nombreux à utiliser leur télécommande pour élire le gagnat de la Star Academy. Ce système permet aux producteurs d’émission comme aux annonceurs d’obtenir un retour immédiat du public. En captant mieux l’attention du public, il est possible de les fidéliser plus aisément. En outre, ce système permet aux producteurs comme aux annonceurs de bien connapitre le public et de s’adapter petit à petit, tout en personnalisant le contenu et en répondant d emanière de plus en plus optimale à la demande. On voit par exemple ici le premier programme sponsorisé par Electrabel et un prgramme « Komen Eten » sur VT4 sponsorisé par Samsung.
Pour finir, la valeur et les attentes de telles applications aujourd’hui sont nombreuses comme la différenciation, la mesurabilité, le ciblage, la possibilité d’offrir une expérience plus riche au consommateur ou encore la créativité. Le marché est aujourd’hui en pleine mutation mais tout laisse à penser que l’iDTV et les possibilités qu’elle offre aux Marketeers s’ouvre à un bel avenir. Sachez qu’un White Paper sur le sujet sera très bientôt disponible.