Enhanced interactive media offers additional revenue opportunities for TV broadcasters and higher conversion rates for television advertisers. BCM CEO, Dan Hassan, explained to IPTV Magazine at the NAB trade show that implementing interactive TV services, such as clickable ads, can generate significant airtime revenue and additional service fees. Because the ads better satisfy the viewers and provide more conversion incentives and options, advertisers benefit. Implementing interactive services creates new challenges for TV broadcasters and there are some key options and solutions broadcasters should consider. Request For Information Ads (RFI Ads) In the past, Request For Information ads (RFI ads) required the use of slow marketing response channels, such as direct mail, which reduce the effectiveness. To increase the effectiveness of RFI ads, BCM has created a system that allows the viewer to click on program and ad content. Clickable ads can enable immediate fulfillment (ordering) or satisfaction (registration). Advertisers can dramatically improve the effectiveness of TV spots. They can extend the viewing experience beyond the typical 30 to 60 second spots for viewers who are interested in a product or service. Clickable TV®
Clickable TV® is a system that allows viewers to enter information into a form. These can be sold as request for information (RFI) ads which can generate additional revenue for each registration. |
Producing
Interactive TV Ads
Producing interactive TV ads requires the creation of new content and an interactive control process. To enable and simplify this process, BCM has created a system that supports the creation of clickable television ads called Clickable Moments®.
Clickable Moments®
Clickable Moments® are activities that can be inserted into programs and ads which, allow viewers to interact with the media. This can be to obtain additional information or to get special offers.
The system embeds interactive Clickable Moments into television programs. It includes a mixture of tools and templates, which allow broadcasters and media agencies to create and manage a new inventory of highly valuable interactive ads.
Integrating Interactive TV with Headends
Interactive TV systems need to work with existing headend broadcast systems, which may be implemented in different types of technological environments. They must operate on existing viewing devices which have limited memory and processing capability. Enhanced TV
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Binary Interchange Format - EBIF is a versatile industry standard that enables interactive applications that can work with existing systems and a mixture of legacy and newer set top boxes. The interactive programs are written in a compressed and efficient binary code, which requires less transmission bandwidth, smaller memory size (footprint), and reduced processing requirements.
Interaction
Viewing Data
A byproduct of interactive advertising is the gathering of rich detailed interaction data. This can provide insight into which networks, programs, times (dayparts), and other criteria influence the success of the ad, and identify when and how the viewer interacted with the ad (engagement).
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Device Based
Fingerprinting
Device based fingerprint content recognition places the analysis on a local device which uses a local database file to identify the program content. The internal cache of fingerprinting database records can be stored in devices such as a tablets or laptop computers. A lightweight (small size and processing requirements) application may be stored in the device which can quickly lookup fingerprints in the database without having to connect through the Internet.
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