Digital Television Advertising

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

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

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

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

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

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

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

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

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

15-Jul-15Digital Television - Advertising11 Interactive advertisement example - Peugeot 407 (

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

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

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

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

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

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”

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

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

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

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

15-Jul-15Digital Television - Advertising27 Sources Dagmar Oy Sofia Digital Oy

15-Jul-15Digital Television - Advertising28 Thank you