Interactive Advertising on the Windows Media Center Platform
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Transcript of Interactive Advertising on the Windows Media Center Platform
Interactive Advertising on the Media Center Platform
Dan PolingDirector, Product PlanningMicrosoft Corporation
Media Center OpportunityPartnersInteractive ad demoSchematic’s contributionsSupporting researchIndustry assumptions being testedNext steps
Session Agenda
Advertising on Media CenterWhy are we investing?
Media Center OpportunityBest broadband, on demand video ContentDifferentiated value proposition for AdvertisersBetter entertainment experience for Consumers
Media Center ResponseForm industry partnershipsBuild proofs of concept and test assumptionsSolicit feedback and refine the solution
Advertiser Value PropositionMedia Center matters to Madison Avenue
Relevant Viewers – Media Center viewers represent an emerging and important audience, and that audience can be targeted from advertising service platformsEngaged Viewers – Media Center delivers advertising that entices viewer participation with interactive capabilitiesMeasurable ROI – Media Center provides a rich client framework for capturing and reporting viewer engagement
Advertiser: NissanAgencies: OMD, TequilaContent Owner: National GeographicSolutions Partner: Schematic
Project PartnersInteractive Advertising Proof of Concept
Media Center Interactive Ad Two Takes (if I haven't talked too long)
Dan PolingDirector, Product PlanningeHome – Media Center
demo
Schematic's Role & ContributionsJason BrushSenior Vice President, User ExperienceSchematic
partner
About SchematicOne of the top 10 interactive agencies in North America
A partner to Fortune 500
Thought leaders in Design, User Experience, Technology and Strategy
Multiplatform: About 50% Web
The leading developer for iTV
The leading designer/developer for Windows Media Center
Background: Media CenterCapabilities Drive Interface:
Video for navigation
Motion graphics
Transitions
The Making of . . . a Media Center Interactive Ad Experience
Existing Broadcast Ad ModelsAd Supported Paid Subscription
Sponsorship: Voluntary FundsProduct Placement
ABC: Lost HBO: Rome
PBS: NovaFOX: American Idol
Advertisement
Promotion Programming
Coke Cups
Relevant Online Models
Relevant Online Models
ABC Full Episode PlayerSponsored + Ad-Supported (Interactive)
Interaction Model
Wireframes / Storyboards
Design Comps
Motion Test
Jason BrushSenior Vice President, User ExperienceSchematic
demo
Supporting ResearchConsumer Research
Synovate/ClipBlast! – "32% described Web video as too commercial – there are too many video ads."“ABC says 87% of users could recall the advertiser that sponsored the episode viewed.” Qualitative feedback about online video ads:
Ad length, Ad frequency, TimersQuantitative research on interactive ads:
Day after recall, Purchase intentTelescoping, Social effect
Industry Assumptions Being TestedDrive to specific points of feedback
10' ads will be different from 2' adsEvolution preferred over revolution
:30’s are still main event enhanced by new capabilities
Introduce ‘Bug’ as an ad PromotionExpose interactivity w/o consumer clicksUse animation to educate consumers about interactive ‘intentions’ of the bug
Click to Return vs. TimerLeave Behind ‘substitute’
Media Center Ad FrameworkTemplate Driven
Set of standard formats that scale beyond MicrosoftCreate a framework that makes it easy for advertisers to achieve a rich interactive modelEnable advertiser differentiation opportunities
Next Steps
Industry feedbackAdvertisersAgenciesContent owners
More proofs of conceptConsumer testingIdentify go-to-market partners
Please fill out your eval
evaluation
© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions,
it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.