TV and InteractiveAdvertising on Emerging Platforms

Josh Webb

1941The first television advertisement was broadcast when the Bulova Watch Company paid $9 to a New York City NBC affiliate for a 20-second spot aired before a baseball game.

1950-2000TV Ads are Popular

In the U.S., the TV advertisement is generally considered the most effective mass-market advertising format, and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events.

Paradigm Shift

The time spent in front of TV and internet becomes equal.

All signs point to

Because potential time in front of a brand on the web is unlimited, other advertising mediums now points to it.

Limitations

• There is a separation between seeing a web address on TV and going online to continue the experience.

• There is no way to track if a user has come from TV or which commercial they have come from.

2005

Three former Paypal employees create a video sharing site.

• June 2006 - 2.5 billion videos were watched

• Nov 2006 - Google buys YouTube for 1.65 billion in Google stock.

• Jan 2008 - Nearly 79 million users watched over 3 billion videos.

TV joins the club

In order to avoid entire TV shows being uploaded and distributed on youtube, networks create their own sites for latest episodes.

ABC Full Episode Player

Others Follow

NBC

SciFi Channel Disney Channel

Fox

Nickelodeon

Most RecentlyHulu.com

Hulu is an online video on demand service offering streaming video of TV shows and movies. For users, the service is free and ad-supported, with optional registration. It allows users to embed movies and will work full screen on an LCD TV. This service is the first to feel like an online cable network.

Meanwhileback at the ranch

TV viewers are tired of the TV guide. They want to watch any show at any time in their living room.

...And companies want to give it to them.

Video ON-DEMAND

Video on demand systems allow users to select and watch video content over a network as part of an interactive television system.

Tivo | DVRA DVR (digital video recorder) is a consumer video device that captures television programming to hard disk storage for later viewing

Video DownloadsA new business model has begun. Letting users pay for single downloads of movies and TV shows directly to their computer.

Xbox Live Video Marketplace iTunes TV Store

How do we get this on TV?The largest electronic and software companies in the world are all trying to get this content in the living room and are getting very close.

Xbox 360 Apple TV Sony PS3

ALL INTERNET ENABLED

What does this mean forinteractive advertising?

All though the platform it not quite there yet, a time is soon approaching that will see the separation between TV and web practically eliminated.

Imagine.

You’re watching The Office on your couch

Imagine.

When the show breaks for a commercial

Imagine.You are interested and instead of seeing a web address,

you are given a chance to click and see more.

CLICK TO VIEW SITE

Imagine.Now you get a rich-media experience directlytied to the specific TV ad you were watching.

Imagine.You fill out a lead or make a small purchase

and return to your show.

It’s going to happenLet’s Prepare

joshwebb99.com