Interactive TVInteractive TV

StructureThe UK TV & IA marketplaceLive demo Valuing IA & Evaluating Success Key learnings from Sky ViewWhat’s next

Questions & Discussion

StructureThe UK TV & IA marketplaceLive demo Valuing IA & Evaluating Success Key learnings from Sky ViewWhat’s next

Questions & Discussion

SKY HAS EMBRACED MULTI-PLATFORM MEDIA

John Logie Baird

PVR

cable

satellite

SOLUS FREEVIEW

39.6%HOMES 7.4M

SKY DIGITAL (could have Freeview too)

44.5%HOMES 8.5MINDS 22,005

Sky+ Homes = 2.13M (26.5%)

Sky HD = 245,000

DIGITAL CABLE

15.9%HOMES 3.0M

74% OF THE COUNTRY’S 25M TV HAVE DIGITAL TV – 18.8M HOMES PLATFORM SHARE IN DIGITAL HOMES

SOURCE: BARB APR 2007,BASED ON INDIVIDUALS, FREEVIEW HOMES ARE SOLUS FREEVIEW ONLY

How has iA been evolving?How has iA been evolving?

Examples and Results Examples and Results

WHY ARE ADVERTISERS USING INTERACTIVITY?

What are the What are the campaign campaign

objectives?objectives?

Sampling

Brand Enhancement

Additional Content

Lead Generation

Customer Dialogue

Database Creation

Product Sales

Return on Investment

INTERACTIVE ADVERTISINGApplications

MINI DALIMPULSE RESPONSE DAL

Response Branding & Response BRANDING

Jumps away from the TV broadcast

IA PRODUCT RANGE

IMPULSE £5k

MINI DAL £14.5 - £35k

DAL £50k - £250k

12% surcharge on all interactively enabled channels

10p net per lead

COSTS

TOP INTERACTIVE CATEGORIES MAR 2000 – July 2006

187

156

114

7658

46 4432

0

20

40

60

80

100

120

140

160

180

200

No. of campaigns by category

Financials

Motor

Travel

FMCG's

Government

Telecoms

Electrical

Ent. (Film)

Sandals – Impulse Response

The Travel Category – averages from the last 20 campaigns•Ave. response rate from Sky Database for Brochure requests: 0.031%

•Ave. total No. of Brochure requests from Sky only: 561

•Ave. response rate for Impulse Response Travel Campaigns: 0.037%

•Ave. response rate for Mini DAL Travel Campaigns: 0.127%

Wallace & Grommit – Mini DAL

Microsoft Xbox 360 - DAL

Warburtons Bread DAL

Microsoft XBOX 360 - DAL 4MB•DAL advertised to 2 audiences 1) to gamers via subtle viral marketing, chat rooms and told them they could find the DAL on the Sky Active A-Z etc 2) players via interactive TV ads

•4m subscribers were aware of the interactive element

•1.9m Sky Digital subscribers used the interactive element, 1.7m via the A-Z.

•Amongst interactors there was a 15% increase in purchase intent and 34% told their peers – it created intrigue and ‘talk about’ in chatrooms

Warburtons•140k HH’s interacted with the application, with over 50% of interactors spending over 4mins in the site.

•“Appealing. Told the truth about the product and did not hide anything, and it was very easy to understand” “it gave me useful recipes”

•74% of interactors claim to have purchased Warburtons bread since viewing the DAL

•74% rated the interactive ad 8+ out of 10 (norm 61%)

Does push advertising become pull advertising?Does push advertising become pull advertising?

WHO’S INTERACTING?

96.8% of homes in 2006

26.4TOTAL REACH JAN - DEC 2006

OVER A QUARTER OF SKY HOMES INTERACTED WITH AN AD TOTAL INTERACTIVE CAMAPIGN USAGE TO MEASURABLE DAL CAMPAIGNS (%)

SOURCE: BSKYB / TNS, SKY VIEW, BASED ON 45 CAMPAIGNS, 1+ SEC REACH

26.4% of homes interacted with a DAL

Valuing IA & Evaluating SuccessValuing IA & Evaluating Success

Grolsch distributed 23,000 pint glasses in 3 days at a 6.6% response rate

“iTV avoided the wastage sometimes associated with random sampling”

Tesco’s Insurance response rate was 5x better than DM, Sonicare conversion to sale was 10x better than DM

“A good way to distribute info about a discreet product”

Rimmel, with Dunnhumby & Tesco, measured an 18% rise in product expenditure in Store

“IA doesn’t cannibalise telephone responses – in fact it can make them go up”

WORKING FOR RESPONSE

ACTUAL ACCOUNTABILITY

Case study – Landrover Discovery 3, Jan 06

Est. 40,000 prospective buyers at any time

1,400 IA brochure & test drive requests

480 test drive requests

25% conversion to sale 5 months later

£4.5 million of cars sold

Est IA Cost = £225,000 gross

(Surcharge £75k, DAL £100k, Creative £50k

IT’S ABOUT BRANDING TOOAverage no of interactors to a

campaign 114,000 HHs or 262,000 adults

spending 2 mins

(Source: Sky View DALs Jan 06 to date)

IT’S ABOUT BRANDING TOOAverage no of interactors to a

campaign 114,000 HHs or 262,000 adults

spending 2 mins

(Source: Sky View DALs Jan 06 to date)

12%10%

13.0% 12%

26.0%29.0%

0%

10%

20%

30%

BRAND AWARENESS PURCHASE INTENT

NON VIEWERS VIEWERS OF LINEAR AD INTERACTORS

SOURCE: BSKYB / CONTINENTAL RESEARCH, AVERAGED OVER 30 CAMPAIGNS

THE VALUE OF AN INTERACTORSPONTANEOUS FIRST MENTION

100% UPLIFT

142% UPLIFT

Case Study – Carlsberg ‘Old Lions’ April/May 06

429,000 HH’s spending 4mins 18 secs (Source: Sky View)

The right audience interacts

Recent study suggests that and engaged viewer = 8 x a normal view

Case Study – Carlsberg ‘Old Lions’ April/May 06

429,000 HH’s spending 4mins 18 secs (Source: Sky View)

The right audience interacts

Recent study suggests that and engaged viewer = 8 x a normal view

creative learningscreative learnings

1.5% 1.5%

0.6%

0.2%

0.4%

0.2% 0.2%

0.9%

0.1%0.2%

0.0%

0.5%

1.0%

1.5%

2.0%

CARLSBERG SPRITE ARMY EVEREST FORD S MAX CARLING JAGUAR TESCO BVI CARS CAMELOT SUPERMAN

SO MANY VARIABLES – TV AD, TIMELENTH, AUDIENCE, CHANNEL MIX, LENGTH ON AIR…..RESPONSE RATE (PER HH IMPACT)

SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH

THE RED BUTTON IS KEY

63

86

89

94

94

96

130

167

209

258

ARMY EVEREST

FORD S MAX

CAMELOT

CARS

SPRITE

TESCO

JAGUAR

SUPERMAN

CARLING

CARLSBERG

AVERAGE TIME SPENT BY CAMPAIGN (SECONDS)

SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH

1 MIN 2 MIN 3 MIN 4 MIN

TIMELENGTH RECORDED FOR

ACTUAL RESPONDENTS

33.3%

8.3%

37.1%

15.1%

6.2%

20.0%

17.6%

4.3%

5.7%

6.3%

27.5%

16.7%

19.0%

15.1%

28.9%

16.0%

31.4%

10.6%

13.3%

6.5%

39.2%

75.0%

44.0%

69.8%

64.9%

64.0%

51.0%

85.1%

81.0%

87.2%

ARMY EVEREST

CARS

FORD S MAX

CAMELOT

SPRITE

TESCO

JAGUAR

SUPERMAN

CARLING

CARLSBERG

0-30 SECS 30-60 SECS 60 SEC+

WHEN DID PEOPLE LEAVE

SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS

•Carlsberg went straight into video and audio The Army’s first page was a bit confusing & textual

•

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%06

:00:

00 - 0

7:00

:00

07:0

0:00

- 0

8:00

:00

08:0

0:00

- 0

9:00

:00

09:0

0:00

- 1

0:00

:00

10:0

0:00

- 1

1:00

:00

11:0

0:00

- 1

2:00

:00

12:0

0:00

- 1

3:00

:00

13:0

0:00

- 1

4:00

:00

14:0

0:00

- 1

5:00

:00

15:0

0:00

- 1

6:00

:00

16:0

0:00

- 1

7:00

:00

17:0

0:00

- 1

8:00

:00

18:0

0:00

- 1

9:00

:00

19:0

0:00

- 2

0:00

:00

20:0

0:00

- 2

1:00

:00

21:0

0:00

- 2

2:00

:00

22:0

0:00

- 2

3:00

:00

23:0

0:00

- 2

4:00

:00

24:0

0:00

- 2

5:00

:00

25:0

0:00

- 2

6:00

:00

26:0

0:00

- 2

7:00

:00

27:0

0:00

- 2

8:00

:00

28:0

0:00

- 2

9:00

:00

29:0

0:00

- 3

0:00

:00

INTERACTIVE CAMPAIGN USAGE INTERACTIVE CAMPAIGN IMPACTS

SOURCE: BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH (BASED ON 10 CAMPAIGNS)

OPTIMUM DAY-PARTS FOR INTERACTIVE USAGE DAYTIME AND PRE-PEAK ARE KEY FOR INTERACTORS

12.7%9.7%

18.4%

21.9%

9.5%13.1%13.9%

16.1%12.7%

11.9%13.8%

24.2%

9.4%12.5%

0%

5%

10%

15%

20%

25%

30%

35%

40%M

onda

y

Tues

day

Wed

nesd

ay

Thur

sday

Frid

ay

Satu

rday

Sund

ay

INTERACTIVE CAMPAIGN COMMERCIAL IMPACTS INTERACTIVE CAMPAIGN USAGE

OPTIMUM DAY OF WEEK FOR INTERACTIVE USAGEMONDAY, SATURDAY AND SUNDAY ARE KEY FOR INTERACTORS

SOURCE: BARB COMMECIAL IMPACTS BSKYB / SKY VIEW 2006 BASED ON ALL HOUSEHOLDS 1+ SECOND REACH (BASED ON 10 CAMPAIGNS)

63%63% 28%28%

9%9%

Category ComparisonsCategory Comparisons

Category comparisons: No. of HH InteractionsAlcohol, FMCG and Sportswear are the best performing categories in terms of total interactions

86

185

101

57

138

5568

198

64

94

215

112

61

150

5971

236

70

Total Norm Alcohol Gaming Film FMCG Government Motors Sportswear Telecoms

1+ coverage (000s) Interactions (000s)

Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007

Category comparisons: Click through ratesHH interactions divided by target audience impacts bought

0.68%

2.20%

0.69%

0.96%

1.52%

0.24%

0.48%

2.39%

0.49%

0.00%

2.00%

Total Norm Alcohol Gaming Film FMCG Government Motors Sportswear Telecoms

Click through rate (%)

Engaging TV creative often offing more entertaining content

Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007

Category comparisons: Ave. time spent in DALInteractors with alcohol or sportswear campaigns spend over a minute longer in the DAL

136

208

220

172

136

118

109

155

154

Total Norm

Alcohol

Gaming

Film

FMCG

Government

Motors

Sportswear

Telecoms

Difference to Norm

0

+ 72 secs

+ 84 secs

+ 36 secs

0

- 18 secs

-27 secs

+ 19 secs

+ 18 secs

Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007

Category comparisons: Profile (vs interactive norms)Alcohol, Sportswear and Motor campaigns attract the more upmarket interactors

106

99

84

92

94

108

104

85

95

101

112

106

104

94

97

111

Alcohol

Gaming

Film

FMCG

Government

Motors

Sportswear

Telecoms

ABC1

C2DE

Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007

Category comparisons: Profile (vs interactive norms)Consoles, Film, FMCG, Sportswear and Telecom interactors are the most likely to have kids (vs interactive norms)

99

106

128

111

94

93

116

102

101

95

75

90

105

106

86

98

Alcohol

Consoles

Film

FMCG

Government

Motors

Sportswear

Telecoms

Kids

No Kids

Source: Skyview / Sky Norms, 58 campaigns 2006 - 2007

The importance of cross

promotion, on average

10% of responses come

from A-Z

What’s nextWhat’s next

•Content can be recorded

•to the Sky+ planner

ANYTIME TV – WHAT DOES IT LOOK LIKEThe Anytime TV listings ¼ screen trailer for

highlighted title

Short marketing message for the highlighted title

List of titles available, newest listed first (approx 18 titles, 3 pages of 6 listings – can be sorted by genre

Time remaining

before the title

deletes itself

Channel the content is played out on, not purely Sky Channels

Sky AnytimeWhat’s next…

Push on TV first and then will become Pull on TV in 2008? But a small amount of homes - 300k by end 2008 / 1m by 2010

The start for targeted advertising…

ANYTIME TV – A VOD AD OPPORTUNITY

LEAD VIEWERS TO POST ROLL

Pre RollMax. 60secs

Post Roll Longform Max. 3 mins tbc

LONGFORM TRADITIONAL TVSHORTFORM

GREEN BUTTON

DAL

Sky Anytime. Your Sky. On demand

VOD on TV

CURRENT TV EPG 229

30” MOBILE

PC

SAMPLE HOUR

V-CAM: VIEWER CREATED AD MESSAGESTHE ULTIMATE BRAND ENGAGEMENT

Questions / DiscussionQuestions / Discussion