18 September 2010
iTV - Is it here yet?
Interactive TV has been lingering for several years. Many of the top brands have played with its capabilities over that period of time. Now acquisitions like Comcast’s acquisition of NBC Universal are being made solely because of the future of Interactive TV. Interactive television will save the medium we know as television today.
It’s important to understand the interactive functionality offered by video, TiVo, Satellite TV and cable boxes. The executions are happening right now and having great success. With the fragmentation of the various devices it’s still hard to see a positive return but it’s getting a lot better than before.
First – Addressability and what it means
We know what this means from an online advertising point of view. It’s the best thing about online advertising. We can track each person and present different ads to them based on their past behavior, age, ZIP, hobbies, interactions, etc.
For Interactive TV addressability means a similar thing. Each set-top box has a unique ID that is tied back to the consumer’s address; phone number, Internet access, viewing habits, etc. This means we’ll be able to place targeted interactive ads on the television and the consumer can’t delete their cookies.
Second – Understand the remote
The TV remote on new televisions is now becoming the mouse of the future. You can move the cursor up, down, left and right. You can also click “ok” or “select” items on the screen and enter numbers on the keypad.
There are brands today that have an interactive component added to their TV spot that allows the consumer to click the “ok” button on their remote and receive a coupon directly to the email listed on their TV account.
Some vendors are adding PIN numbers that allow you to order things online and have it added to your phone bill. During a direct response commercial it could say to click “ok” and enter your PIN to order this product right now. That’s easier than using your credit card.
Third – The Guide is your door-way
On the new cable boxes, satellite boxes, TiVo boxes, etc. the guide is actually a web site. It’s combined with the functionality to jump to a specific channel but all the information on the screen is being delivered through Internet technology.
Think about how many times you access the guide on your television. This is fertile ground for web-based content, applications and commerce. If you can do it online you can do it within the guide.
Fourth – Widgets
These television applications draw content and functionality from the Internet. The consumer uses their remote to navigate through applications for weather, sports scores, and even Facebook and Twitter. You can think of it as iPhone apps for your television.
Imagine a brand advertising within a commercial to click “ok” to download their Widget to your apps box on your television. Something like, “To get Domino’s Pizza widget now, hit OK on your remote.”
You can click here to see a YouTube video on Verizon’s Widget Tour.
At Ontarget we'd like to help you slowly migrate your marketing strategy to start including iTV. Give us a call at (816) 529-9000 or you can always contact us through our web site www.ontargetinteractive.com.