《IPTV广告- SK Broadband CTO(1).ppt》由会员分享，可在线阅读，更多相关《IPTV广告- SK Broadband CTO(1).ppt（30页珍藏版）》请在三一办公上搜索。
1、,Benefits of Advertisingover Pay-Per-View,CTODr.Joo-Sik Lee,Current IPTV AD Market,Paradigm shift in TV ads,Conventional TV Ads,Interactive TV Ads,Media ParadigmShift,Interactivity,Multi-Media,Proactive,Mass targetingEmotional appeal Irrelevant contextInaccurate measurement,Micro targetingInformativ
2、e appeal Action-triggeringPrecise 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(low impact),In
3、formation pushDiscontinuation of F/UInaccurate unit price(based on samples)Post analysis,High attention(1 ad on 1 screen)No shadow spot Content convergence(CIP,CIC),InteractiveAction-triggeringAccurate unit price(based on actual hit rate)Real-time analysis,2,But current IPTV AD market in Korea is un
4、dervalued,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(con.),CPM Comparison,Revenue Con
5、tribution,(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 ExposureTargeting:Category/Time/Contents,KeyBenefits,6,DAL enables brands t
6、o 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,KeyBenefits,7,DAL Hyundai Automobile(Show room),8,DAL Maxim Ice Coffee(Event),9,Movie
7、 Zone,is“A brand Sponsorship Movie Theater”in IPTV,Customer,can watch latest movies for free,Advertiser,can expose brand without irritation,KeyBenefits,10,Movie Zone,SK telecom sponsorship movie Theater,A winning ticket,Each STB has only one chance to win,Main Page,11,Movie Zone(Movie Information),7
8、th 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 Brand while Playing Content),Sponsors Brand Frame showswhile Playin
9、g 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.,Close,16,I-screen,.Is a“Content related AD-Commerce model”,Customer,
10、can retrieve and obtain additional information about the content they use,Advertiser,can generate additional revenue stream by offering content related product info.,KeyBenefits,17,I-screen(Triggering at the end of movie),Trigger,Push red button to go to i-screen,for additional interesting informati
11、on,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:Goggle),Product Information,Cool Goggle,Product:Fendi FS353200 Price:$130 Cash:$125 M
12、ade 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(Commerce:OST),OST,Theme song,Select,The Final Round(Highlight),Previous,Next,Back,23,I-screen(
13、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 Tim
14、e accurate Measurement,Customized ADfor right time and right place,26,Pre-requisites need to be accomplished,SubscriberScale,ADMatching,SubscriberCultivation,Technology/System,Full Fledged Business Model,Minimum subscriber base:250300 M,Behavior pattern:Reactive Proactive,Triangle match:Content User
15、 Inventory,Meta DB/CRMPersonalizationStandardization,27,MajpjMVcyzj21HLfrvy96dv02lPPfYgxUS7IYmZkyEmZ0kGeYZS3bpLCkYH1lt4EK7CxmUX3ijoYSOer7ZuaVWYgz4EpZrUirVpMzzvNtf1XZw5oswSXOtFaejnOcmfE1lZgnN1RSXg8wLCG8CVQ3XPJMvodPFWcpiYJgZazNSEPNIaklYSu7qSd1UpaxmZDlpN9zW7kljfsLCLi26Yv109ffbnDH8LbUN1G6ACURQ39eG12KHL9
16、tXsZ1jzgoCK8g1kuNOh5eFvcmVT5ZYVQt9zk3rp3qLnf02FovEXxVRxjCcFRNppiJljNiOuk6fONnyX7fyGg7sXZ49BmCN5oy9VesHpKzdjTKwjrkCEQCFDehVmGax3lrOEbw63VscA3YSijtUKoCyiLzAlVRp7l4QgPNHxvJFFDyjUVN3oHlMah0XBd4uTbkfPIhHtw0evPmYOrdhEDoPwvYhzlGplU1AU9mpyiCXH8gpPCBRYjq77VcnbXumNE1yGfyTsbSj89J63kRTKDkKUg3mdS5sJ4X5cQ8dK7oW9I
17、kScssECQdz2O9UTlpRjAFPChjhLdzopQzwxQf8ozdzOhogwAooXpUF83BX4C3jRgjDJiiXEUDMaNz4vQ4n164vspddHvOIVuBBdMA4xp1YhiHk0vOJ8TL1BxogzVlMpmod6ianYGmksQq6NWCEd56hZF4wfaNyZcrGfNxnPiG6ZAxSkfmhJAKtNmCqbRmppeXp8inz4eq3HkWCMSORyMMX522xpHG6basNr6KQfbZsFbHjzyNlJrruLolKFcC84dqfijBO5Dy2NaBcNEBPgQrT12PgpcKx2or2YChN5DPjs80zzdtdAdTKuW4uVv9bbZu3K2SZ2aEhTlIC1UqrIWibkzwHh6p8gLv26zr01mJybfOzFc4T7kQH1IpPwOzMDnAKPLsLrznXGjFNIA9bSWWms6ibKZwQIKrMzalwbFrQJvOP1rPH8rx2KkyYqrtQk5VRwM1HSX,
