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EVOLUTIONS IN “CLASSIC” ADVERTISING: 

EVOLUTIONS IN 'CLASSIC' ADVERTISING Single spot Short break Split screen Near future

SINGLE SPOT: 

SINGLE SPOT The single spot guides the viewer to the next program. The commercial ID has to be clear and simple.

SINGLE SPOT: 

SINGLE SPOT Research insights The single spot has 33% more impact than a classic commercial break The commercial ID has to be clear and simple 2/3 of the respondents understood that there was only one spot in the commercial break The single spot guides the viewer to the next program. No ad skipping SOURCE: Research VMMtv april 2006 / 1200 respondents

SHORT BREAK: 

SHORT BREAK The short break is limited in length. The viewer is aware of this duration. The program styling stays on the spots.

SHORT BREAK: 

SHORT BREAK Research insights The impact results of the short break are 28% higher than those of the classic commercial break. Also positive is that 2/3 of the viewers can recall the extra information that was given in the banner. SOURCE: Research VMMtv april 2006 / 1200 respondents

SPLIT SCREEN: 

SPLIT SCREEN The viewer can stay with his program while the advertiser tells his message. Viewers are able to deal with 2 messages at a time (cfr short break) ADVERTISING PROGRAM

EVOLUTIONS IN “CLASSIC” ADVERTISING: 

EVOLUTIONS IN 'CLASSIC' ADVERTISING Near future Countdown Product Placement (revision 'Televison without frontiers' directive)

RECENT INTERACTIVE APLLICATIONS: 

RECENT INTERACTIVE APLLICATIONS BIG BROTHER IS EVERYWHERE - Television - Digital television - Internet - Mobile phone

RECENT INTERACTIVE APLLICATIONS: 

RECENT INTERACTIVE APLLICATIONS IDTV - VOD - IDTV Commercials - Interactivity - Digitext PORTABLE MEDIA - PSP - Mobile Phone

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- Giving the audience the opportunity to rewatch programs - All in house productions are in the VOD option of Telenet Digital TV and Belgacom TV - New commercial opportunities IDTV I VOD TV Line up Programs indicated in orange are available on VOD.

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Using the platforms to create new possibilities for advertisers IDTV I COMMERCIAL OPPORTUNITIES VOD ADVERTISING Putting advertisers in front of and after programs people are watching on demand. From 5 second billboard to spot. Focus on the PAUSE-button instead of the FFW-button

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On the program showing, an advertiser can open an interactive application in which he can claim and brand the content. (ex.: Zone Stad + Fidea) WITHOUT ADVERTISER WITH ADVERTISER IDTV I ADVERTISER CLAIMS VOD CONTENT

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Using the platforms to create new possibilities for advertisers IDTV I COMMERCIAL OPPORTUNITIES INTERACTIVE ADVERTISING Advertisers can give extra information through the interactive services provided by the TV channel. First interactive spot broadcasted on TV in Belgium: Ford (Ogilvy) on VTM PUSH THE RED BUTTON

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Using the platforms to create new possibilities for advertisers IDTV I COMMERCIAL OPPORTUNITIES INTERACTIVE ADVERTISING Servicing all digital viewers, interactive and non interactive using traditional means. RED BUTTON INTERACTIVE NON INTERACTIVE (SMS)

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Using the platforms to create new possibilities for advertisers IDTV I COMMERCIAL OPPORTUNITIES BRANDED CONTENT Advertisers are linked to the channels content and is partly claiming it. Adding the brand to the content.

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The old teletext is gone! Your logo is used according to your housestyle. DIGITAL TEXT I YOUR BRANDING IS SUPER ANALOG DIGITAL

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Content is mobile, so are the advertisers PORTABLE MEDIA I PSP WHAT CONTENT COULD BE PORTABLE? Programs are now portable and can be watched everywhere. The advertisers message can be included before the show.

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The channel is where the viewer is. The viewer is where the channel is ... CONTENT IS CREATED FOR MOBILE PORTABLE MEDIA I MOBILE PHONE VTM IS CREATING NEWS CONTENT FOR MOBILE

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MOBILE PHONE I SMS VOTING Not only digital, but also through sms. Since 2000, VMMa is integrating SMS as interactive tool for viewers as the first station in Belgium.

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We’ll give you the info you need. MOBILE PHONE I INFO SMS andamp; MMS Subscribing to one of our info services is easy, and we’ll keep you posted of everything you want to know. BIG BROTHER SMS TELEFACTS MMS NIEUWS MMS ...

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MOBILE PHONE I INFO SMS andamp; MMS IT CAN ALSO BE USED FOR ADVERTISERS (case: Studentenjaren 2001) VTM andamp; QUICK Watch the program or go online, and receive an SMS coupon to show at your Quick restaurant. You will receive a free Giant Burger. More than 1.200 were collected.

CONCLUSIONS: 

CONCLUSIONS Television, medium in evolution with lots of opportunities for programmers and advertisers.

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World is changing Television too

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Family Viewing Family + Individual One support TV set Multi-support 5 to 7 generalist channels andgt; 200 channels

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- Passive TV but… Collective Emotion - Live events : Information / News Sports Special Events - Special Happenings : Movie Events (Harry Potter) Entertainment / Conviviality Emotional sharing  Generalist TV - Television « à la Carte » - Fragmented Viewing - Multi set Evolution - New technology TV Portability DVR/PVR Digital TV  Thematic TV Family Way Individual Way 2 Ways of Watching TV

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andgt; 100 channels = 57% 5 channels = 43% Fragmentation in UK

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andgt; 100 channels = 20% 40 channels = 80% Less impact of Digital in Germany

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From 30 available channels onwards, the number of channels actually used does not increase significantly # of Channels used for 5 minutes # available Channels 10 Channels Used (Available vs Used Channels)

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Family Viewing Family + Individual One support TV set Multi-support 5 to 7 generalist channels andgt; 200 channels

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Viewers watch more TV with PVR ! 27hrs per week vs 22hrs : +20% 1st Impact = Viewing Time Increases In UK

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Family Viewing Linear Family + Individual Linear + Delayed viewing One support TV set Multi-support Receptive Receptive + Interactive 5 to 7 generalist channels andgt; 200 channels Regular TV  Portable TV  Mobile TV

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New ways of Distributing Content New Content Life Extension New Source of revenue for Editors Increase Ad Coverage andamp; Optimization Impact :

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Future is… Bright Coherence between Technological TV Evolution and Social Evolution Increase of Viewing Time = 1st Impact of Digital Already Large TV Offer in Belgium  Future is Bright for Leading TV Channels New Commercial opportunities through IPTV andamp; VMMtv TV =

New Opportunities : 

Future is… New Opportunities plenty of Bright

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