ipTV and the future of advertising

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ipTV and the future of advertising

• 20th April 2006

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Todays agenda

• What is ipTV?- Kieron Matthews, IAB
• ipTV the current media landscape- Alex
  Cameron, Digital TX
• ipTV advertising opportunities for innovation-
  Tony Hart, Packetvision
• ipTV Advertising, pay per view subscription
  models- Clare Wells, Mizu
• QA

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ipTV gathers momentum

• An area of growing importance to the IAB and its
  members.
• ipTV is seeing major investment from online media
  owners, TV companies and Telcos.
• An exciting opportunity for both media owners and
  advertisers.
• Likely to have far reaching effects on consumers
  media habits.

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What is ipTV?

• Confusion remains about what is and what isnt
  ipTV, even within the industry.
• The term is often used interchangeably to refer
  to programming delivered by broadband both to TVs
  and PCs.

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What is ipTV?
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ipTV

• The phrase ipTV more accurately refers to the
  delivery of content to a television, much like
  todays cable services, but instead using IP
  technology.
• ipTV is a carrier-led and controlled platform.
  There is a physical carrier that operates and
  controls the infrastructure.
• The consumer interacts directly with that
  operator/carrier
• Content is delivered via a broadband connection
  to a TV set-top box over a closed network.

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Internet TV

• Internet TV is accessed via a PC using a
  broadband connection.
• Unlike ipTV, consumers are not confined by the
  walled-garden of content available from service
  providers.
• the model is open to any rights holder, as it is
  based on the same publishing model that exists on
  the Web anyone can create an endpoint and
  publish that on a global basis.
• Consumers are free to access programming from
  whatever source they like, giving a potentially
  limitless choice of content.

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The impact of ipTV

• The impact of ipTV on both the media industry and
  consumers is potentially enormous.
• This can be categorised into 3 areas
• Interactivity Consumers will be able to
  interact with programme content, advertising and
  even each other.
• Content No longer confined by broadcast
  schedules, ipTV will offer a huge breadth and
  depth of content that can be easily accessed by
  consumers.
• Convergence It will be possible to seamlessly
  consume media across multiple platforms PC, TV
  and mobile.

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Whos operating in this market?
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Whos operating in this market?

• Online media owners, TV companies, Telcos and
  even production companies themselves are all
  competing in this space.
• The challenge is to secure the best content and
  deliver it to the consumer in a straightforward,
  user-friendly proposition.

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Consumers need to be informed

• The term ipTV holds very little meaning for many
  consumers.
• The good news is that there is widespread
  interest in the types of services that ipTV
  technology will allow.
• The industry needs to communicate the proposition
  and benefits to encourage take-up of these new
  services.
• Only once subscriber numbers reach a significant
  level will advertisers begin to seriously
  consider the medium.

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ipTV the current media landscape

• Alex Cameron

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ipTV advertising opportunities for innovation

• Tony Hart

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ipTV Advertising, pay per view subscription
models

• Clare Wells

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ipTV and the future of advertising