The Coming Revolution in Retail Marketing by Greg Obrien, Comcast

TV 2.0: The Coming Revolution in Retail Marketing

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Interactive Television

• Interacting with TV Content;• On TV Screen Caller ID;• On TV Screen eMail;• Peer to Peer Gaming;• Much, much more…

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Interactive TV Advertising Products

Two Classes of iTV Products:

Interstitial/ Linear

Enhanced TV Spots

Persistent/ Non Linear

Digital Guide Ads

Display Ads on iTV Apps

Interactive Video

Real Time dB Apps

Video On Demand

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Linear Ad Products: Enhanced TV Spots

• Household Targeting

• Targeting criteria:– 3rd Party Data

– Advertiser supplied by advertiser;

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• Clickable Spots;• Opt-in RFI (add to mailing list, send brochure, etc);• Click-2-Call;• Commerce Transactions (T-Commerce);

Linear Ad Products: Enhanced TV Spots

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Linear Products: Digital Guide Ads• Can Link To Other Guide Pages;

• Can Link To Other Advertiser Videos;

Non-Linear Ad Products: Video On Demand• “Advertainment” available 24/7;

• Works just like ordering a movie on HBO On Demand;

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• Video with clickable “HotSpots”;

• Available to Consumers 24/7;

• Functionality can Evolve with iTV Capabilities;

Non-Linear Ad Products: Interactive Video

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Non-Linear Ad Products: Real Time dB Apps

• User-Defined Search;

• Web-like functionality—Optimized for the Big Screen;

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Video On Demand: Ground Zero of the TV Revolution

• Available in nearly all US markets;• 36 million homes today;• As digital transition continues, circulation will increase to 95% of all cable

homes;• 62 million homes subscribing by EOY 2011– 20% greater distribution than the

combined circulation of all US daily newspapers;

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“VOD will evolve much like the third-party sites on the internet. In the early days, very few consumers used the Internet for vehicle shopping. Now most consumers go the Internet before they go to a dealership. And I think in the future most customers will use VOD, because instead of sitting at a small desk with a small screen, they will be able to sit in the family room with a large screen with big, bold shots of the vehicles they are researching.” 1

Betsy Lazare, VP Media Operations, General MotorsMediaWeek: August 2005

1 – Source: Media Week: “iTV: A Consumer Resource” August 2005

VOD Marketing: Industry ObservationsVOD Marketing: Industry Observations

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In Partnership with LiquidusTV, a Chicago company, we have developed the Listings Management Platform--a technology platform that enables us to quickly, easily and inexpensively convert all kinds of listings into video for playback on the VOD systems. As iTV evolves, the LMP will evolve with it.

Current Ad Products: Listings Platform

• Acquires data (images and text) from third parties dB’s;

• Online publishing tools enable SMB’s and Private Parties to create their own ads;

• Automatically converts data to broadcast quality video;

• Generates the metadata files that auto-control all trafficking functions (start date, end date, guide descriptions, etc);

• Enables key listings categories like…

• Used Car Listings;• Real Estate Listings;• Job Listings;

• Yellow Page Listings;• Obituaries;• Retail Circulars;

Video Circulars: ProcessVideo Circulars: Process1. ODP acquires FSI data from 3rd party database. Data queried to provide market-specific FSI’s

2. ODP queues data and images and compiles production instructions

4. Images, text and instructions packaged and sent to local production servers

4. ODP local server outputs broadcast quality video and inserts into local VOD system.

ODP

3. Advertiser has option to log into ODP website to view, edit and approve videos

LMP

Phone, Web, Store Address

Persistent Logo/ Slogan

Detailed Product Description

SKU# for Easy Ordering

Text ID: enables downloading of product info to mobile device

Full-screen, Split-screen & Multi-

product templates

Custom or default overlays

Custom or default image panning and zooming

High-res images create BHQ video

Video Circulars: ComponentsVideo Circulars: Components

Text ID: 31379

Video Circulars: PortabilityVideo Circulars: Portability

1. Viewer sees product they are interested in…

2. Viewer uses Text ID to request product info download…

4. ODP uses ID to locate and return product via MSPT

LMP

Mobile Service Provider Transport

4. ODP dB returns product or entire circular to phone. 3. Text ID is routed

ODP dB along with phone capabilities info…

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Recreating the Sunday Circular…On Demand

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Recreating the Sunday Circular…On Demand

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Recreating the Sunday Circular…On Demand

Target

Walgreens

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Recreating the Sunday Circular…On Demand