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Digital Television

Digital Television. Advertising. Contents. Introduction TV advertising today Going digital Advertising Advertiser’s point of view Viewer’s point of view DTV vs. Internet. Introduction. 2001 - business college diploma work advertising on digital television difficult start

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Digital Television

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  1. Digital Television Advertising

  2. Contents • Introduction • TV advertising today • Going digital • Advertising • Advertiser’s point of view • Viewer’s point of view • DTV vs. Internet Digital Television - Advertising

  3. Introduction • 2001 - business college diploma work • advertising on digital television • difficult start • interviews the best source of information Digital Television - Advertising

  4. TV Advertising today • TV as an advertising media • mass media • program based targeting • passive users Digital Television - Advertising

  5. TV Advertising today • advertising methods: • tv spots • text-tv • sponsoring Digital Television - Advertising

  6. Going digital • Great Britain, Australia • development in Finland : advertising concentrates still on analog TV • only 15 percent penetration on DTV receivers Digital Television - Advertising

  7. Going digital • viewer becomes active • targeting Digital Television - Advertising

  8. Commercial breaks/Interactive advertisements • tv spots still the most important • added with interactivity • must work with or without MHP Digital Television - Advertising

  9. Interactivity • tv spot – Supertext-tv site • interaction through a return channel • Internet • SMS Digital Television - Advertising

  10. Interactivity • viewer has a possibility to skip the ads • advertisers get information of the viewers Digital Television - Advertising

  11. Interactive advertisement example - Peugeot 407 (www.broadbandbananas.com) Digital Television - Advertising

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  17. Banners • in an advertising spot • in the Supertext-tv Digital Television - Advertising

  18. Pop-up ads • Windows appering on the screen • automatically • clicked • Advertising interrupting viewer Digital Television - Advertising

  19. Sponsoring • advertising connected to a program • added value applications • Hockey Night • commercial break sponsoring • quiz Digital Television - Advertising

  20. Direct Marketing • most used way of direct marketing • using receiver’s email feature • permission from the viewer Digital Television - Advertising

  21. More enhanced Advertising • language selection • integrated advertising/ product placement Digital Television - Advertising

  22. Pricing • spots based on • target audience • amount of contacts • duration of the spot • new advertising base on • size • ”floating time” Digital Television - Advertising

  23. Advertiser’s point of view • fragmentation of audience • MHP penetration • different MHPs • security Digital Television - Advertising

  24. Advertiser’s point of view • two sides of enhanced picture quality • legal restrictions Digital Television - Advertising

  25. Viewers’ point of view • data gathering – threat of privacy • security • possibility to skip advertisements Digital Television - Advertising

  26. Digital television vs. Internet • Internet more developed, TV has limited possibilities in functions • different users, different habits and capabilities • bringing the new technology to remote control users – making them more vulnerable to advertising and merchandise • trust in TV Digital Television - Advertising

  27. Sources • Dagmar Oy • Sofia Digital Oy • www.broadbandbananas.com Digital Television - Advertising

  28. Thank you Digital Television - Advertising

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