ipTV and the future of advertising

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