IPTV廣告 SK Broadband CTO.ppt

1、,Benefits of Advertisingover Pay-Per-View,CTO Dr. Joo-Sik Lee,Current IPTV AD Market,Paradigm shift in TV ads,Conventional TV Ads,Interactive TV Ads,Media Paradigm Shift,Interactivity,Multi-Media,Proactive,Mass targeting Emotional appeal Irrelevant context Inaccurate measurement,Micro targeting Info

2、rmative appeal Action-triggering Precise measurement,1,Interactive TV AD is more effective than,Online AD (Display AD),TV AD (TV CF),Cost competitive, high value added service,Interactive TVEffectiveness,Attention dispersion(multi-ads on 1 screen) Shadow spot(beyond visibility) Irrelevant content(lo

3、w impact),Information push Discontinuation of F/U Inaccurate unit price(based on samples) Post analysis,High attention (1 ad on 1 screen) No shadow spot Content convergence(CIP, CIC),Interactive Action-triggering Accurate unit price(based on actual hit rate) Real-time analysis,2,But current IPTV AD

4、market in Korea is undervalued,Korea AD Market Projection,($Billion),【 Market Size 】,【 Market Share 】, 4 Majors: TV, Radio, Newspaper, Magazine Source : KT Business Research Center, 2008,2009,2011,2013,2014,2015,2012,2010,IPTV 1%,2009,2015,IPTV 6%,3,But current IPTV AD market in Korea is undervalued

5、(con.),CPM Comparison,Revenue Contribution,(Video clip banner),Internet,Theater,$100,2008 Broad&TVRevenue,TV,$3,$5,$8,$11.9,$16.3,4,Opportunities,Menu Browsing,Loading Ads derive high attention from audience,Contents Playing,Loading Ads,Cost control : Pay per Exposure Targeting : Category / Time / C

6、ontents,Key Benefits,6,DAL enables brands to interact with customers,DAL (Dedicated Advertisers Location),Menu,Trigger,Pop-up,Various Accesses to DAL,Action Triggering Brand Recognition -Family brand AD, Series AD Multipurpose Realization -AD, Info., Event, Survey,Key Benefits,7,DAL Hyundai Automobi

7、le (Show room),8,DAL Maxim Ice Coffee (Event),9,Movie Zone, is “A brand Sponsorship Movie Theater” in IPTV,Customer,can watch latest movies for free,Advertiser,can expose brand without irritation,Key Benefits,10,Movie Zone,SK telecom sponsorship movie Theater,A winning ticket,Each STB has only one c

8、hance to win,Main Page,11,Movie Zone (Movie Information),7th Grade Civil Servant (Movie Title),Information of Movie,Min.,12,Movie Zone (Sponsors Loading Ads),- Pre-Roll / Mid-Roll,Movie Title,DownloadingStatus,Cancel,Menu,13,Movie Zone (Sponsors Brand with PG-Rating),PG-12,14,Movie Zone (Sponsors Br

9、and while Playing Content),Sponsors Brand Frame showswhile Playing Content,15,Movie Zone (Brand Pop-up after movie ends),SK telecom sponsorship movie Theater,This movie was sponsored by SK telecom. If you would like to watch again, you should visit T Movie Zone. You can replay the movie for 10 days.

10、,Close,16,I-screen,. Is a “Content related AD-Commerce model”,Customer,can retrieve and obtain additional information about the content they use,Advertiser,can generate additional revenue stream by offering content related product info.,Key Benefits,17,I-screen (Triggering at the end of movie),Trigg

11、er,Push red button to go to i-screen, for additional interesting information,18,I-screen (Main Page),Movie Information,Jump (Movie Title),Special Scene Selection,19,I-screen (Additional information map of screen shot),Training Scene,Cool goggle,Select,Previous,Next,Back,20,I-screen (Commerce : Goggl

12、e),Product Information,Cool Goggle,Product : Fendi FS353200 Price : $ 130 Cash : $ 125 Made in Italy Produced by Marchon,Close,Buy,21,I-screen (Commerce : Packaged Tour),Close,Reservation,Where is it?,Place Information,Alps in Korea “Alfensia”,Ski Tour for Beginner,Ski Tour for Expert,22,I-screen (C

13、ommerce : OST),OST,Theme song,Select,The Final Round (Highlight),Previous,Next,Back,23,I-screen (Commerce : Ring-tone Bell),Download Ring-tone Bell,OST Information,Close,Trial,Download,Loveholics,24,Expected Effect,These new types of AD proved to be quite effective,ActionTriggering,Targeting,Time-Shifting,PromptMeasurement,CostSaving,IPTV AD,Ad-Commerce,Behavior & Context,Inventory Balance,Real Time accurate Measurement,Customized ADfor right time and right place,26,Pre-requisites need to be accomplished,SubscriberScale,AD Matching,Subscribe