ipTV and the future of advertising
20th April 2006
Today’s 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
• Q&A
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.
What is ipTV?
• Confusion remains about what is and what isn’t ipTV, even within the industry.
• The term is often used interchangeably to refer to programming delivered by broadband both to TVs and PCs.
What is ipTV?
Content
Broadband
TV PC
ipTV
• The phrase ipTV more accurately refers to the delivery of content to a television, much like today’s 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.
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.
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.
Who’s operating in this market?
Who’s 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.
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.
ipTV & the current media landscape
Alex Cameron
ipTV advertising – opportunities for innovation Tony Hart
ipTV: Advertising, pay per view & subscription modelsClare Wells
ipTV and the future of advertising