In the current context of digitalization and technologies convergence, a radical change is occuring in the world of Marketing and Advertising. At Cleverwood, we believe the radical change will be particularly important for the Television, this industry is facing big challenges and traditionnal Broadcast probably has to be re-thought. Due to this growing complexity and the difficulty to anticipate the rapid technological evolutions, future is blur and many questions are raising for the entire ecosystem in this sector: Is interactive digital television a commercial and strategic opportunity ? What are the possibilities to bring new revenues ? Is interactivity a response to technologies convergence and why this interactivity is changing consumer behavior ? Are traditional business models changing and what will be the future ones ? ... With all those questions in mind, Cleverwood asked Saky Kourtidis to take the opportunity of his traineeship in 2009-2010 to produce a white paper taking a deeper look at these radical changes.

1. iDTV
Strategic opportunities, consumer’s
behavior and business models

2. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Context
Saky Kourtidis
23 years old
Currently studying Business Engineering
2nd Master years at ICHEC Management
School of Brussels
Context of this work
Mission at Cleverwood
as a Trainee Business Consultant

3. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Methodology
PHASE 1 Problematic definition, sector apprehension,
questions preparation & Strategic persons identification
PHASE 2 Planification and organisation of interviews
Selection of questions most adapted to expertizes
analysis of feedbacks and
In depth
PHASE 3
documentations: studies, blogs, social medias, …
PHASE 4
White paper redaction and Friday session
preparation

4. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
thanks to…
Laurent Kinet Managing Partner Early Stage
Olivier Beaujean Managing Partner Cleverwood
Fabian Tilmant Senior Media Consultant and Partner Cleverwood
Robbie Cop Product Manager Interactive Marketing WDM Belgium
Geneviève de Bueger Responsable Unité Télévision CSA
Patrick Janssen Fondateur Ebuco Digital
David Geerts Project Leader Mediacenter
Thierry Briers Marketing Manager Belgacom TV
Mariana Cocirdan Expert en télécommunications AWT

5. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problematic
Digitalization
Context
« Broadcast » has to be rethinked
Complexification, radical changes
Problems
Future is blur
Objectives of the
work iDTV as an opportunity ?
Strategic, marketing, business models
How ? analysis

6. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Digital conversion
Europa
More than 50% of the West Europa
West Europa have digital TV
population
> Boosted by TNT success in France, Spain, Italy
and UK
(Source: International Key Fact, Group RTL)

7. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Digital conversion
France
One of the best reach in Europa
> More than 70% have digital TV
> only 17% are still dependent of analogical
reception
(Source: International Key Fact, Group RTL)

8. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Digital conversion
Belgium
Good evolution since 2006
> 1.600.000 customers/4.735.000
> Emulation between Telenet
and Belgacom TV
(Source: International Key Fact, Group RTL)

9. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Digital conversion
> Audience
fragmentation
Effects of
digitalization and > Media
consumption
technology evolution
convergence on
> Competition
television industry intensification
> Dynamic
market

10. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Digital conversion
« A radical change is
occurring in the world of
Marketing and advertising »
(Source: Michael.Seaton)

11. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Audience fragmentation
More and more products
In 20 years, innovation has increased by
1500%
(Source: Willemarck
More choices

12. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Audience fragmentation
More Media Today
• hundreds of radio stations
• thousands of magazine titles
• more than 80 TV channels/home
And the Web….
• Millions of sites
• Billions of pages
No real mass media
anymore…
(Source: Thierry Briers)

13. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Audience fragmentation
New medias
Example: YouTube
13 hours of
movies uploaded
per minute
412 years
to watch all the
movies on Internet
(Source: InSites Consulting)

14. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Audience fragmentation
More
access

15. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Audience fragmentation
Customers are not listening anymore
(Source: Thierry Briers)

16. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Audience fragmentation
“L’abondance de l’information
engendre une perte d’attention”
Herbert Simon
> Comment capturer l’attention du
consommateur?
> Comment cibler les efforts publicitaires ?
> Comment fidéliser ?
(Source: Alain Ejzyn)

17. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Media Consumption Evolution
Need for more
implication,
interactivity
Implication Media
Time
Mobility Consumptio
Interactivity control
n

18. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Media Consumption Evolution
Possibilitiy & Need to
control the time
Implication Media
Interactivity
Time control Mobility Consumpti
on

19. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Media Consumption Evolution
Need for mobility
Implication Media
Time
Interactivity control Mobility Consump
tion

20. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Media Consumption Evolution
Media Consumption Matrix
(Source: IBM Consulting services)
Open
Content
Access
Limited
passive Consumer Media Control involved

21. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Dynamic Market
dynamic
Television market is
> Growing demand projections
Growth factors
> Technology convergence
> Competition intensification
> European uniformization
> Consumption evolution
> IPTV developement
(Source: PWV, Global Entertainment and Media Outlook: 2009-2013 forecasts)

22. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Dynamic Market
More and more
channels & movies
in High Definition
(Source: Thierry Briers)

23. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Dynamic Market
Example: Belgacom
70 & 90
Between
channels in basic offer
& up to
40 extra channels
available in option
(Source: Thierry Briers)

24. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Dynamic Market
…and
TV is a media with a significant
economic power
Persuasive
Activation power
Passionating
(Source: International Key Facts, Group RTL)

25. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Competition Intensification
Internet, the main threat for TV
?

26. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Competition Intensification
Microsoft projections ?
(Source: Microsoft)
June 2010
Internet
consumption
> 14,2 hours/week
>
TV consumption
> 11,5 hours/week

27. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Business Model of traditional TV ?
How will
advertising budget
evolve
on TV

28. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Business Model of traditional TV ?
Example: UK
Advertising budget on Internet (23,5%)
OVERTAKES
Advertising budget on TV (21,9%)
(source: the Guardian)

29. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Business Model of traditional TV ?
Example: in Belgium
55% of advertisers will invest less on TV advertising
37% of advertisers will invest more on Internet
advertising (source: UBA)

30. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Business Model of traditional TV ?
…so…
business models
of traditional TV
is threatened

31. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Business Model of traditional TV ?
Why ?
• Media environment more and more
fragmented
• TV is expensive compared to other media
• Need for more targeting
• Need for measurability
• Not adapted to consumption evolution
> Possibility to « skip » advertising

32. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Business Model of traditional TV ?
“Why would you change your media choice ?”
(Source: The House of Marketing)
BUZZWORDS !

33. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
What about iDTV ?
?
iDTV
as a leverage
of television
Interactivity as an industrial
response to digitalization and
communication technology
convergence ?

34. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Interactive Digital Television
Digital
Specific diffusion of
Techniques programs
Interactivity Digital iDTV

35. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Interactive Digital Television
iDTV advantages
(Source: AWT)
• Possibility to have more programs
• Interactivity: TV games, instant message, vocal
communication
• Programs management
• T-business
• Interactive advertising
• On-demand
• Participative TV
• …

36. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Interactive Digital Television
iDTV reach
Wallonie Vlaanderen
(Source: Digimedia)

37. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Interactive Digital Television
iDTV reach
Main actors
(Source: Trends)

38. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Interactive Digital Television
thanks to iDTV reach….

39. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view

40. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
Value Chain
Editeurs - Chaînes Distributeurs -
Producteurs
TV Opérateurs
Majors Public television Fixe (cable + IPTV)
Content
producers
Foreign public television
+ + CABLO
TV channels TNT
Private television
Satellite

41. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
Producers
Opportunities Threats
New revenues opportunities Competition intensification
More diffusion More and more channels
New types of content Telecoms
• Ultra-Thematic production Content specialization
• Games
•… Audience fragmentation
On-demand
New trend
Cost reduction

42. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
Edition - Channels
Opportunities Threats
New revenues opportunities Advertising revenues
Keep content alive Emergence of Telecoms
On-demand New advertising models managed
by Telecoms ?
Brand image - Notoriety
Contact and communication with Dependence on technology
consumer
Rights management

43. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
Cablô & Telecoms
Opportunities Threats
Control on technology New entrants
Technology convergence European uniformization
Strong actor Global actors such as Apple TV,
Microsoft Media Center, …
Commercial opportunities
Business models development
based on identification tools

44. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
Strategic
•Poor entry barriers
TELECOMS •Technology = important reach power
•Financials power
Power •Belgium = cabled market
CABLÔ •Regional monopoles
of actors •Can fusion and take market shares
•Determining rythme of development
CONSUMERS •Behaviour is changing and take importance
• market = oligopole
•Good position on the market
CHANNELS •Know how
•Take actively part to market development
•Quality is essential
•Brand imange, Noteriety
•Is the basis of all
PRODUCERS •Indispensable
•Can adapt easily to consumer needs

45. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
3 Big
TRENDS ?

46. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
1. Importance of Telecoms
Take increasingly more importance in the value chain
Who is controlling technology is a strong actor !
Example: Belgacom
Editeurs - Chaînes Distributeurs -
Producteurs
TV Opérateurs

47. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
2. Market consolidation
Convergence around 3 sectors: TV operators,
Telecoms and content providers
Natural merging phenomenon
Example: Mergers that have
created Telenet and Voo

48. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Strategic point of view
3. Market confusion
Strategy volatility of the different actor
Future = blow, difficult to predict

49. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
What about
CONSUMER behaviour ?

50. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
Consumption evolution
Passive Active
Control
Choice
Access
Implication
Consumption in group Individual consumption
Fix Mobile

51. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
Consumer POWER is on the raise
(Source: P. Willemarck)

52. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
interactivity
Consumer
Centric Consumer POWER
WEB 2.0
Approach Reversing market
Consumers
are creative

53. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
...is it the same on TV ?
It is only the beginning …

54. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
Impact of TV
interactivity
on consumer
behaviour ?

55. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
Interactivity >< Intrusion
Personalization
> Autonomy in the research of contents and time control
User-generated content development
and participative TV

56. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Marketing point of view
is changing
Interactivity
consumer behaviour !
(e.g. web)

57. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Looking for business models
« where
is the
money ? »

58. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for Value for
consumers iDTV advertisers

59. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for consumers
1
More control
PVR, “pause live TV”
and “instant rewind”

60. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for consumers
2
More choices,
more personalization
PVR, On-demand

61. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for consumers
3
Richer
experience
Participative TV
via red button

62. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for consumers
4
Passive or active,
the consumer can
choose

63. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for advertisers
1
Differentiation
Customizable TV
Interfaces
• personalized design
• interactive
• improved user experience
• intuitive browsing
…
(Source: Thierry Briers)

64. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for advertisers
EXAMPLES of Customizable TV interfaces

65. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for advertisers
2
Measurability

66. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for advertisers
3
Targeting

67. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Value proposition of iDTV
Value for advertisers
4
Creativity
& Loyalty

68. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Business Models is
blur !

69. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Advertising investments on iDTV = POOR
Largest media usage
(Source: the house of marketing)

70. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
why ? Consumers issues
Advertisers issues

71. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
WHAT are the
Advertisers issues
?

72. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Traditional
vision of
Media
> Necessity to
change minds
> Need for an
evangelization
process

73. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Roles of iDTV advertising stakeholders
are unclear
Who is doing what in
the process ?
Who is responsible for
the project flow ?
Who will take the lead ?
(Source: InSites Consulting)

74. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Roles of iDTV advertising stakeholders
are unclear
> Agencies indicate a lack
of information on who
contact to set up an iDTV
campaign
> Other stakeholers think
agencies should consider
iDTV more
(Source: InSites Consulting)

75. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Roles of iDTV advertising stakeholders
are unclear
> Operators are perceived as the
stakeholders with a lot of
information and knowledge
but their role and responsibilities
are not clearly defined
> Broadcasting stations
indicate they are willing
to take the lead
(Source: InSites Consulting)

76. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Impact of iDTV advertising in Marketing
Mix is unclear
Advertisers need to know more precisely the
impact of the interactive advertising on
consumer behaviour (Source: InSites Consulting)
> Psychological relation between brand and viewers
> Impact on brand image
>…

77. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Lack of figures & cases
Advertisers wait for facts and figures, positive cases that would
justify budgets investments….
> “Wait and see approach”
(Source: InSites Consulting)

78. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
iDTV advertising costs
are not transparent
> Perceived as very expensive
compared to good performing
and well known traditional
Advertising
Some argue that Internet advertising
targets the same type of audience in a
cheaper way
(Source: InSites Consulting)

79. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
iDTV advertising costs
are not transparent
Lack of clarity about the
money flow between the different
stakeholders
(Source: InSites Consulting)

80. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
?
WHAT are the
consumer issues

81. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Users have not yet developed
a red button reflex
> “Yet a marginal
number of people are
interacting with TV”
(Source: Thierry Briers)

82. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Users are not informed
enough about the
possibilities offered by
interactivity on TV

83. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Problem ?
Difficult to find business models
based on advertising and collect
enough figures when users
have not adopted
iDTV…

84. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
How to find ...

85. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Set up a clear manual
Defining responsibilities and roles of the stakeholders
Opt for a cross-industry dialog
Room for discussion and collective solution resulting in a
common belief
Set up transparent pricing models
Clarifying money flow, having clear offerings

86. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Stress uniqueness of iDTV advertising
Positioning as a separate advertising technique with different
impact and specific advantages
>Broaden the ROI arguments
iDTV advertising needs more arguments than the sole
promise of a consumer pressing a redbutton. It is also about
being perceived as innovative, enhancing awareness, creative,
offering entertainement, …
(Source: InSites Consulting)

87. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Continuous research
consumer impact
What is the impact of good iDTV campaign ?
Tracking data are needed
(Source: InSites Consulting)

88. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Example
Experiment with consumer incentive
> Different incentives as a return for the consumer’
interaction result in different impact.
> Experimenting with different types of incentives and
sharing the results with other stakeholders
> Creating best practices database.
(Source: InSites Consulting)

89. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Red button campaign
Studies in Belgium and Europa : factors influencing « click
behaviour »
1. High click rate if visual call to action is supported by an
audio message
2. Annoncing the interactive spot before is more
efficient
1. Clear call-to-action
2. Avoiding call-to-action targeting only
to reach viewer looking for price
reduction
(Source: IAB Belgium, Marketing Book 2010)

90. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Report & shares: construction of
successfull cases
> A quick win and one of the key factors that
influence general adoption of iDTV advertising
is sharing detailed results and concrete
outcome of successful interactive tv
campaigns.
(Source: InSites Consulting)

91. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Interactive solutions adapted to
television
>Television is different from Internet
>Taking into account all the parameters
defining the television consumption
context

92. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
People look for People look for
entertaining formal
><
information information
on on
Television Internet
(Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV))

93. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
People view
Television People browse
in group >< individually
on Internet
(Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV))

94. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
People look for simplicityon TV
=> importance of ergonomy
« Le consommateur ne consomme pas un produit
mais une expérience »
(Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV)

95. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Viewers use a Viewers use a
Remote control
on TV
>< keyboards
on computer
importance of
optimizing navigation
only with « arrows » and « ok » button.
(Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV))

96. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Minimising
Intrusion
& be discrete

97. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Suggestions
Choice to interact

98. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
What are the
opportunities
and the future
business models
for iDTV

99. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Content
New revenues from Advertising

100. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Content VoD
More and more
consumers are
familiarizing with
paying on-demand
content
Boosted by general
media consumption evolution & new generation of
Digital Natives

101. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Content VoD
Example: Telenet (2008)
20 millions of
paying downloads
(+ 81%)
Average of 3,5/month/user

102. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Content VoD
4 types of business models
• Temporary download: location model
• Definitive download
• Fee model
• Free download (advertising model)

103. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Content VoD
In Belgium
Location model = dominant
Main actors: Telenet & Belgacom
« Success will depend on volumes
development, prices evolution & sharing
between sells on computers and on iDTV »
(source: Digimedia)

104. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Advertising
What is interactive
advertising on digital TV
?

105. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Advertising
Use Online & interactive digital TV platforms to
communicate with viewers and promote brands,
products, services, …
(Source: Thierry Briers)

106. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Advertising
Interactive advertising on iDTV also creates a
new bridge between traditional TV media and
online opportunities contributing to:
• Increase online campaign activation
• E.g. Send a reminder in my inbox
• Offer more content information
• E.g. Participate to a contest and win
• Generate leads
• E.g. Call me for an appointment to try this car
• Prolonge viewing experience with the brand
• E.g. See the long version of a spot
(Source: Thierry Briers)

107. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
New revenues from Advertising
1. Ad VoD
2. DAL or Dedeciated Advertiser’s Location
3. Interactive visibility – Call-2-action
• iADS or interactive Advertising spots
• Interactive programs
• Bradcaster’s portals
4. Sponsored Programs

108. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
Ad VoD
Traditionnal (or interactive) video ad before (channel) VoD
Incrusted in the video or Using Ad Servers
(Source: Thierry Briers)

109. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
What about
monetization …
Traditionnal Gross Rating
advertising Point

110. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
What about
monetization …
CPM CPC
Cost per Cost per
…use web mille click
practices
to monetize CPA CPL
interactive Cost per Cost per
acquisitions leads
advertising ?

111. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
DAL’s
Dedicated Advertiser’s Location

112. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
iADS
Interactive Advertising Spots
Provide access and call-to-action
to Advertiser’s site

113. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
iADS
Interactive Advertising Spots
Provide access and call-to-action
to Advertiser’s site
Gross Rating Point
Cost per Click (CPC)
Cost per acquisition (CPA)

114. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
Interactive programs
Provide access and call-to-action
to Advertiser’s site
Participative TV
& Extended TV
voting, playing along with

115. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
Broadcaster’s
Portals on iDTV
Provide access and call-to-action
to Advertiser’s site

116. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
Sponsored
programs

117. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
Opportunities
… and for the future
Enhanced product placement

118. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
… to summarize
Digitalization
Technology convergence TV industry is changing
Media consumption evolution
OPPORTUNITIES
Advertising
New revenues Strategic positionning iDTV value
On-demand
but…PROBLEM => advertisers = not confident
Business model Experiment
experiment Roles description
suggestions
TV context adapation
MONETIZATION …

119. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
… to conclude
« The interval between the decay of the
old and the establishment of the new,
constitutes a period of transition,
which must always necessarly be one of
uncertainty, confusion, error, and wild
a fierce fanaticism »
John C. Calhoun (1850)

120. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion
… thank you for your attention…
What about
YOUR
suggestions
?

121. New Ways of using Media
Contact us
Saky Kourtidis
saky.kourtidis@cleverwood.be
+32 496 15 18 53