The arrival of interactive TV has changed not only the face of broadcasting, but the face of television advertising. Not only can viewers now choose the programmes they want to watch, it is also now possible choose the actual advertisements they see. Through interactive tv advertising, they can even explore advertisements by following one advert into another that relates to the same topic.
Broadcasters have come to terms with the fact that the old ways are gone, and that traditional roles have completely changed. Where once they enjoyed control over what was seen, individual viewers now control what is watched in their own homes. It is not just in terms of programming either, with the development of digital teletext raising the bar for information services too, and the evolution of ad insertion and opt cuing technology permitting geographically focused advert broadcasting, and on demand ad insertion allowing individuals within that geographical base to view the ads they want.
For advertisers, this new world has forced them to change their approach to marketing via this media. Advanced advertising has provided greater opportunities by allowing the advertiser to reach out to the individual viewer, rather than the masses. With this have come further technological capabilities, such as on demand advertisement insertion and other options available to the viewer.
There are a number of ways in which the advertiser is now using interactive television capabilities to their advantage. Video on Demand, or VOD, and Request for Information, or RFI, are two common methods, effectively providing more information on a product to the interested viewer who opts to press the relevant button on their digital remote control. VOD means that the viewer chooses to watch further video footage regarding the product, while the RFI option provides further readable information, through brochures and descriptions, of the product. It can also provide samples and special subscription deals.
Perhaps the most common, however, are the simple overlay advertisements that can appear on screen, known as Non RFI Overlays. They tend not to push any offer onto the viewer, as an RFI would, with little in the way of special deals and subscriptions offers. Instead, they tend to provide more information on a product, direct messages and request interaction on polls and surveys which the viewer can choose to ignore if they so desire.
The technology is accessed through the digital set top box, but the array of standards across regions and the globe mean that the best service providers must have multi format playout capabilities. Standards range depending on terrestrial, satellite and cable broadcasters, with MHEG, MHP, EBIF and tru2way amongst the leading standards. It also means that the immediacy of a high volume of interactive content to screen is essential.
If nothing else, the digital version of the teletext services provided by almost every broadcaster is a shining example of how far the bar has been raised. It is now not enough to provide the information the viewer is seeking, they must also be given a teletext experience. Digital quality pictures, short programme previews and scroll down menus have replaced the multi coloured Lego type text, which was coloured in a feeble attempt to make the reading experience more enjoyable.
It has also provided further scope on a front on which advertisers have benefited in a limited way. The fact that digital teletext allows for higher quality imaging and information layering means that the presence of the advertiser is no longer restricted to a banner across the page, and can now involve interactive window choices leading to higher levels of communication with the readers.
The visual effectiveness of digital television means that the viewing experience provided by broadcasters is more enjoyable in the first place. The capabilities that interactive television services boast means that television is now a tool, not a simple provider of entertainment, making interactive tv advertising something of a resource to the modern television viewer.
Ad insertion technology made it possible for the national broadcaster to cater to the regional viewers, and for the international broadcaster to cater to their national markets. However, on demand ad insertion now means that the viewer, either regional or national, must be catered for in a very different way. Catering no longer covers regional interest, but personal interests.
Kathryn Dawson writes articles for Softel, a global leader in key TV and video technologies. Softel are committed to developing innovative technologies and intuitive solutions including digital teletext, subtitling and captioning, that integrate seamlessly in a rapidly evolving video ecosystem. They endeavor to provide cutting-edge solutions that allow their customers to differentiate their services. Find out about on demand ad insertion as well as interactive tv advertising today.