ia presentation jul 07
TRANSCRIPT
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
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07:0
0:00
- 0
8:00
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08:0
0:00
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9:00
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09:0
0:00
- 1
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1:00
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11:0
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- 1
2:00
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3:00
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4:00
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6:00
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7:00
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1:00
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0:00
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4:00
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0:00
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5:00
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7:00
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8:00
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28:0
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29:0
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- 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