The Freeview TV viewer has become an increasingly important target, with over 11 million homes in the UK now using Freeview, but is difficult to reach outside the broadcasters own channels. InView presents a unique opportunity for the broadcaster to influence the choice of viewing in Freeview homes at the "point of decision".
When programmes are promoted alongside TV listings, viewing a programme promotion becomes part of using the TV guide. This is closer to the successful Internet model, displaying relevant content alongside search results. Targeting the viewer at the time that they are really interested in programming makes those viewers more valuable than the ones watching traditional broadcast programming.
Ads have relevancy, value and importance, suddenly they aren't really ads anymore they are an information service.
The viewer is invited to click for more information, which displays a full screen version of the ad. The viewer can get more information or automatically set up reminders or record events for single programmes or a whole series.
InView expects to be in over 50% of Freeview homes by the end of Q1-2008
In a digital home the EPG is a critical navigator and gateway for viewing choice, visual programme promotion where and when it counts = increased ratings = increased revenues
The Freeview consumer is demanding and fickle and there is limited influence "within the living room". InView offers the broadcaster the opportunity to stand out amongst the channel proliferation at exactly the right time, using the power of three!
To be successful you need to be able to measure advertising effectiveness and we've figured out how to match the technology to the measurability expectations of our advertisers. We sample a representative group of one thousand viewers each week, this provides valuable tracking information to advertisers and broadcasters.
The system doesn't know who the viewer is, it just knows that a particular box is displaying a certain piece of content. It gathers information, such as what channels have been viewed and which content has been seen or clicked on. Thus providing the advertiser with more detailed feedback than the sample demographic information on viewing behaviour provided by Barb.
For more information contact Mick Desmond or Simon Rees at Digital Planet.
