IPTV广告- SK Broadband CTO

Benefits of Advertising over Pay-Per-View CTO Dr. Joo-Sik Lee Current IPTV AD Market Paradigm shift in TV ads Conventional TV Ads Interactive TV Ads Media Paradigm Shift Interactivity Multi-Media Proactive Mass targeting Emotional appeal Irrelevant context Inaccurate measurement Micro targeting Informative appeal Action-triggering Precise measurement 1 Interactive TV AD is more effective than Online AD (Display AD) TV AD (TV CF) Cost competitive, high value added service Interactive TV Effectiveness Attention dispersion (multi-ads on 1 screen) Shadow spot (beyond visibility) Irrelevant content (low impact) Information push Discontinuation of F/U Inaccurate unit price (based on samples) Post analysis High attention (1 ad on 1 screen) No shadow spot Content convergence (CIP, CIC) Interactive Action-triggering Accurate unit price (based on actual hit rate) Real-time analysis 2 M o b i l e 4 %I P T V 6 %O t h e r s( N e w M e d i a )3 3 %C a b l e /S a t e l l i t e , 5 %O u t d o o r8%I n t e r n e t1 9 %4 M a j o r2 5 %O t h e r s4 3 %But current IPTV AD market in Korea is undervalued Korea AD Market Projection ($Billion) 【 Market Size 】 【 Market Share 】 4 Majors: TV, Radio, Newspaper, Magazine Source : KT Business Research Center, 2008 4. 17 4. 14. 04 3. 973. 9 3. 814. 20. 05 0. 09 0. 150. 29 0. 50. 73 0. 854 M aj o r s I PT V2009 2011 2013 2014 2015 2012 2010 O t h e r s2 5 %O t h e r s( N e w M e d i a )2 4 %M o b i l e 1 %I P T V 1 %O u t d o o r9%I n t e r n e t1 4 %4 M a j o r4 2 %C a b l e /S a t e l l i t e9%IPTV 1% 2009 2015 IPTV 6% 3 But current IPTV AD market in Korea is undervalued(con.) CPM Comparison Revenue Contribution (Video clip banner) Low High Unit Price Internet Theater $100 V A S3%O t h e r s6%PPC15%S u b s c r ip t ion59%C om m e r c e12%AD5%2008 Broad&TV Revenue TV $3 $5 $8 $11.9 $16.3 4 Opportunities Menu Browsing Loading Ads derive high attention from audience Contents Playing Loading Ads Cost control : Pay per Exposure Targeting : Category / Time / Contents Key Benefits 6 DAL enables brands to interact with customers DAL (Dedicated Advertisers Location) Menu Trigger Pop-up Various Accesses to DAL Hyundai Action Triggering Brand Recognition -Family brand AD, Series AD Multipurpose Realization -AD, Info., Event, Survey Key Benefits 7 DAL Hyundai Automobile (Show room) 8 DAL Maxim Ice Coffee (Event) 9 Movie Zone is “A brand Sponsorship Movie Theater” in IPTV Customer can watch latest movies for free Advertiser can expose brand without irritation Key Benefits 10 Movie Zone SK telecom sponsorship movie Theater A winning ticket Each STB has only one chance to win Main Page 11 Movie Zone (Movie Information) 7th Grade Civil Servant (Movie Title) Information of Movie Min. 12 Movie Zone (Sponsors Loading Ads) - Pre-Roll / Mid-Roll Movie Title Downloading Status Cancel Menu 13 Movie Zone (Sponsors Brand with PG-Rating) PG-12 14 Movie Zone (Sponsors Brand while Playing Content) Sponsors Brand Frame shows while Playing Content 15 Movie Zone (Brand Pop-up after movie ends) SK telecom sponsorship movie Theater This movie was sponsored by SK telecom. If you would like to watch again, you should visit T Movie Zone. You can replay the movie for 10 days. Close 16 I-screen . Is a “Content related AD-Commerce model” Customer can retrieve and obtain additional information about the content they use Advertiser can generate additional revenue stream by offering content related product info. Key Benefits 17 I-screen (Triggering at the end of movie) Trigger Push red button to go to i-screen, for additional interesting information 18 I-screen (Main Page) Movie Information Jump (Movie Title) Special Scene Selection 19 I-screen (Additional information map of screen shot) Training Scene Cool goggle Select Previous Next Back 20 I-screen (Commerce : Goggle) Product Information Cool Goggle Product : Fendi FS353200 Price : $ 130 Cash : $ 125 Made in Italy Produced by Marchon Close Buy 21 I-screen (Commerce : Packaged Tour) Close Reservation Where is it? Place Information Alps in Korea “Alfensia” Ski Tour for Beginner Ski Tour for Expert 22 I-screen (Commerce : OST) OST Theme song Select The Final Round (Highlight) Previous Next Back 23 I-screen (Commerce : Ring-tone Bell) Download Ring-tone Bell OST Information Close Trial Download Loveholics 24 Expected Effect These new types of AD proved to be quite effective Action Triggering Targeting Time- Shifting Prompt Measurement Cost Saving IPTV AD Ad-Commerce Behavior & Context Inventory Balance Real Time accurate Measurement Customized AD for right time and right place 26 Pre-requisites need to be accomplished Subscriber Sca