TVs are increasingly becoming wifi enabled to allow internet access. Connected TVs are forecast to be in 350-500k UK homes by Q2 2010, by 2015 they are predicted to be in over half a billion homes worldwide. Yahoo are the first media owner to move into this technology offering personalised applications which appear as an overlay which appears at the click of a button on the remote control. This shift in how we watch TV will add personalisation and social interaction, imagine a Facebook connect integration which allowed users to chat to friends whilst watching their favourite soaps, bringing realtime FB updates a step further.
How does this affect Cadbury?
• VOD ads across TV – With Internet TV it will be possible to use the same targeting we use online but across TV adverts. For example for GHFP we could appear on the X Factor final but only to females 21-29, for Flake could even use behavioural targeting to only appear to users who have watched Beauty content.
• With a central hub distributing wifi internet access to both TV and PC we can be more advanced with our tracking and analysis, the following could be measured:
o TV & Online unique users and ad impressions
o Extended reach generated from Online
o Advanced engagement mapping which measures TV’s performance for driving to a microsite
No comments:
Post a Comment