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Interactive Advertisting (iA)
Overview
What do you need to know?
You already know that television is the most powerful medium on the planet. You know that push advertising works, but these days its all about the pull. Interactive Advertising (iA) is pull advertising at its very best.
MCN launched iA on FOXTEL in April 2005, and has run over 40 campaigns across a broad range of categories. MCN remains the only sales house in Australia offering true interactive TV advertising opportunities, and as such are in a unique position to help you make the most of this medium.
Why Interactive Advertisting
Versatility is one of iA's biggest advantages. It can be used to achieve a number of objectives:
- Drive response
- Create a database
- Build your brand
- Sampling
- Promotion/competition entry
Bring your brand to life
With iA, you're owning an area of the screen or a page behind the broadcast and therefore a virtual space within the living rooms of the viewers, where you can talk to them directly. And not only can you engage their attention, but you can also give them the real thing, through sampling, details of offers and even direct selling. You're not just showing them something – you're inviting them to get actively involved.
iA 2.0
In September 2008 MCN launched the next phase of iA in Australia. The new iA technology is significantly less expensive than its predecessor, and dramatically reduces the lead time required to create an application from eight weeks to as little as one week—two key factors that have driven increased volumes of iA campaigns globally. There will now be five iA products available, addressing everything from direct response through to higher level branding campaigns. There will be a staged release of these products with all products available by January 2009.
Interactive Advertisting Products
A) Impulse response
A simple call-to-action overlay appears on the screen when a viewer presses the red button during your TVC. Impulse Response allows the advertiser to open a direct dialogue with the consumer with just a few presses of the remote control and without sending them to the phone or the web.
Impulse Response iAds give viewers the chance to request a brochure, a call-back, a free product sample, enter a competition or sales promotion.
B) Microsite
Identical functionality of Impulse Response, with further opportunity to include branding and product information.
C) Dedicated Advertiser Location
A Dedicated Advertiser Location (DAL) is a rich content environment that enables advertisers to provide an immersive, interactive experience. In effect your own virtual channel, a DAL can feature long form video content (full screen or 4 quarter screens), still graphics, audio, textual information and a built-in response mechanism. A DAL transforms your 30 second TVC into a 5 minute branding experience.
Viewers press red to enter the DAL from your TVC. Once there, the DAL environment can be used to entertain, inform and educate the viewer with content about your brand and product.
D) Mini DAL
Similar to a DAL, but with only one quarter screen available to play video content and a maximum of 3 backgrounds.
E) Interactive games
Games have proven to be one of the most successful forms of iA in Australia. A game gives the viewer a fun, involving brand experience that sees them playing for extended periods and returning to play multiple times.
Viewers can play by ‘pressing red’ during a TVC or by going directly to FOXTEL’s GamesWorld channel (channel 555, accessible 24/7)
How Interactive Advertisting Works
Implementation
Impulse Response:
- Lead time:
- 2 weeks
- Production:
- MCN manages all aspects of production – design, build testing
Client provides assets – logos, pack shots etc.
- Application fee:
- $15K
Interactive Game:
- Lead time:
- TBC (upon brief)
- Production:
- MCN manages all aspects of production – design, build testing
Client provides assets – logos, pack shots etc.
Dedicated Advertiser Location (DAL):
- Lead time:
- 3 weeks (templated product)
- Production:
- MCN works with creative agency on design of DAL background
Client provides video to be inserted in DAL (Digital betacam 16:9 standard definition)
- Application fee:
- $50K