|
Cut to a monitor showing what looks like a
typical car race in progress. A click provides data on each racing
driver. Another click displays details of each car. A third click
plots real-time position of each car/driver on a virtual track.
Click on your favorite drivers’ car to display statistics & the
sponsor's logo which is linked to a website for possible online
shopping.
There's more. You can select a car and you will be transported to
inside the car. Want to look out from the rear window?
Right side window? Select the position and the right camera swings
into action.
This may sound like "Need for Speed", but the visuals could actually
pertain to a live race. (Imagine viewing a live race, sitting in
the car being driven by your favorite driver!)
Still more. Multiple views from multiple cars & positions will be
recorded & can be downloaded & replayed after the event.
It goes on. Normally, you would expect the cameras to show hoardings
& banners installed alongside the race track. However, with active
collaboration between the event manager & the broadcaster brand
messages may be selectively pasted on your TV screen, depending
on your household profile.
Hold on, there's more - these ads may also be changed on a 'rotation'
basis, each time the race is replayed!
Everybody is aware that digital television allows service providers
to continuously gather accurate viewing habits, which is matched
with demographic data of the household. (In the case of Mobile TV,
the profile is of the individual viewer.) And everybody knows that
this data can be used to maximise ad revenues with minimal disruption
to viewers. For example, premium advertising rates may be applied
while serving ads to certain viewer profiles for a certain event.
|
Project
MELISSA
(Funded by IST program)
The
MELISA project is designed to provide a wide range of services
related to cross-media sports broadcasting. It features superb
visual enhancements, interactive embedded advertising and
in-play services in real time.
The system also handles real time secure transactions for
betting and e-commerce, as well as service subscriptions.
Sports fans will be able to interact with their favorite broadcasts
in real time through digital TVs and 3G mobile phones - opening
up new revenue streams for broadcasters and advertisers.
The objective is to keep viewers fully engaged and up to date
with every development on a real time basis . For example,
in a football game, viewers could click to access the player
classification panel for details. clicking on a favorite player
may display available statistical information about the player.
Click on the referee & you will see details of past matches
refereed, controversial decisions, alleged biases, et al.
One of the most popular activities of sports fans is said
to be betting. Sports betting is increasingly using the Internet.
The next step is obviously to enable betting via mobile handsets.
The MELISSA project envisages enabling Viewers to place bets
in real time as the game or race develops.
And finally, there are the links to websites for more information
& online shopping!
|
Embedded Advertising
Interactive
in-content (embedded) advertising increases the effectiveness of
advertising by narrowing the gap between the desire/impulse & consumption.
Coupled with narrow targeting by viewer/household profile, this
will become a potent combination.
John is an auto enthusiast watching Grand Prix on-demand from his
Boston based TV network. During a race, he notices an interactive
Mustang sponsorship. Attracted by the new Mustang, he watches a
20-minute presentation on it. During the presentation, the live
race is shown in a picture-in-picture window. John can toggle between
the two views - being able to jump into the race where he left off
or pick up the live feed.
Anita is watching popular soap "Kyunki saans bhi bahu thi" on Star
Plus (India). Because her profile shows she's a working mother,
an ad for a washing machine is added to a pod of ads during the
show. She begins to fast-forward over the pod. Each 30 second spot
is covered with a 5 second teaser version ("speed bump"). Anita
is interested in the Washing Machine spot - which she watches. At
the end of the spot, she's offered a discount coupon for the product,
which she accepts.
These scenarios illustrate the real opportunities available for
much more compelling experiences for viewers. Consequently, on demand
digital TV, is expected to bring a huge hike in TV ad revenue -
reviving the sagging fortunes of television. Apart from bigger creative
budgets & billable hours for ad agencies, the real change will be
tighter integration between advertisers, broadcasters & consumers.
This will reflect in more accountability, more effective campaigns
& more sales conversions.
Cede
Control !
Today's TV strategy focuses on the positioning of shows within the
primetime grid. Tomorrow's strategy will focus purely on program
quality as the viewer will have the choice of selecting the telecast
time.
The message is clear: It's better to cede control on your terms
- because if you don't give viewers control, they will take it anyway.
|
