Interactive/Enhanced TV DALs, ads and mini DAL’s

Agenda What is interactive and enhanced Show examples of Interactive and Enhanced TV Talk about advantages of these approaches

Interactive TV Tends to sit outside the broadcast channel Uses the TV as a communications device Can include Video but this is not directly related to the iTV content Should not be “web on TV” People need information in the right context e.g. in their seat Ordering pizza, finding football results, headline news etc Not heavy research but limited, focused content based on the needs of the viewer Son of Ceefax

See a demo of the BBC version

Interactive TV – TV commerce Dedicated channels can be expensive But can be profitable e.g. In 2001, 60% of Domino’s Pizza’s ecommerce transactions were through iTV platforms, roughly £2.2 million in total sales and over 13,000 orders a month. (Source:Revolution, Jan 2002) So a focus is essential as wide ranging brands (catalogues, supermarkets) can be harder to perform as tasks in iTV environments

New methods of development for iTV Using a Sky Emulator with WTVML Available from ators ators (see the PC based emulator at the bottom of the page) This is the Sky WTVML system (see and WTML is a variant of WML with some extra commands to assist in display on TV devices Full standard can be downloaded from = =19886

That’s Interactive So what’s enhanced?

Enhanced TV General definition is anything that adds to/sits on top of the broadcast stream Programme like Rugby World Cup game runs on a channel press the red button you get –additional statistics –highlights –different commentary etc

Most popular use is in Advertising Broken into 4 categories DAL’s (Dedicated Advertiser Location) Mini DAL’s (smaller version of above) Impulse Response/CTA “Call to Action” (“Press Red NOW”) Microsite (like a CTA) but with a dedicated screen behind it

Costly system of advertising but can be effective in certain sectors ITV cost examples (PDF)cost examples Looking at a minimum of 4K for a 28 day campaign plus cost of bandwidth and feedback capture Very popular in the younger demographics: 53% are in the age group and 52% are ABC1’s. Source:Sky Active/BMRB Audience Interaction Monitor, November 2005.

Background to Advertising ITV provide background production notes at

Now some thinking time We’ll have a look at some case studies Think about the following What advantages does the type of Enhanced TV they have used provide the advertiser? How did they measure success? Why might that be important to the brands?

Case Studies The Army on Bravo Laithwaites on UK Food Warburtons on UKTV