1. Digital Television Advertising

2. 15-Jul-15Digital Television - Advertising2 Contents Introduction TV advertising today Going digital Advertising Advertiser’s point of view Viewer’s point of view DTV vs. Internet

3. 15-Jul-15Digital Television - Advertising3 Introduction 2001 - business college diploma work –advertising on digital television difficult start interviews the best source of information

4. 15-Jul-15Digital Television - Advertising4 TV Advertising today TV as an advertising media –mass media –program based targeting passive users

5. 15-Jul-15Digital Television - Advertising5 TV Advertising today advertising methods: –tv spots –text-tv –sponsoring

6. 15-Jul-15Digital Television - Advertising6 Going digital Great Britain, Australia development in Finland : advertising concentrates still on analog TV –only 15 percent penetration on DTV receivers

7. 15-Jul-15Digital Television - Advertising7 Going digital viewer becomes active targeting

8. 15-Jul-15Digital Television - Advertising8 Commercial breaks/Interactive advertisements tv spots still the most important added with interactivity must work with or without MHP

9. 15-Jul-15Digital Television - Advertising9 Interactivity tv spot – Supertext-tv site interaction through a return channel –Internet –SMS

10. 15-Jul-15Digital Television - Advertising10 Interactivity viewer has a possibility to skip the ads advertisers get information of the viewers

11. 15-Jul-15Digital Television - Advertising11 Interactive advertisement example - Peugeot 407 (www.broadbandbananas.com)

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17. 15-Jul-15Digital Television - Advertising17 Banners in an advertising spot in the Supertext-tv

18. 15-Jul-15Digital Television - Advertising18 Pop-up ads Windows appering on the screen –automatically –clicked Advertising interrupting viewer

19. 15-Jul-15Digital Television - Advertising19 Sponsoring advertising connected to a program added value applications –Hockey Night commercial break sponsoring –quiz

20. 15-Jul-15Digital Television - Advertising20 Direct Marketing most used way of direct marketing using receiver’s email feature permission from the viewer

21. 15-Jul-15Digital Television - Advertising21 More enhanced Advertising language selection integrated advertising/ product placement

22. 15-Jul-15Digital Television - Advertising22 Pricing spots based on –target audience –amount of contacts –duration of the spot new advertising base on –size –”floating time”

23. 15-Jul-15Digital Television - Advertising23 Advertiser’s point of view fragmentation of audience MHP penetration different MHPs security

24. 15-Jul-15Digital Television - Advertising24 Advertiser’s point of view two sides of enhanced picture quality legal restrictions

25. 15-Jul-15Digital Television - Advertising25 Viewers’ point of view data gathering – threat of privacy security possibility to skip advertisements

26. 15-Jul-15Digital Television - Advertising26 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

27. 15-Jul-15Digital Television - Advertising27 Sources Dagmar Oy Sofia Digital Oy www.broadbandbananas.com

28. 15-Jul-15Digital Television - Advertising28 Thank you