DTv Interactive Advertising Development, Trend and Application Strategy: A Case Study of UK and US

• Main Authors: CHEN, SIH CI, 陳思齊
• Other Authors: Chen, Wei Ju
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/80964211097685780610

碩士 === 元智大學 === 資訊傳播學系 === 93 === As more popular DTv being adapted to mass, it is clearly that regular Tv can be more quickly replaced by DTv. DTv is no doubt the most effective media in near future. By whole new interactive form, Tv IAd can create experience in brain-new to audiences; it also can improve traditional Tv Ads’ weakness of effects and raise advertisers’ ROI in Tv media. The UK and the US DTv developments are in leading position worldwide, in this article, we try to analyze 6 cases from the UK and 3 cases from the US. We use the viewpoint of strategy to understand how they applying IAds on DTv. We interviewed 5 experts in DTv and/or IAd fields to recognize if the proposed Application Strategies as an useful framework to ad agencies. Besides, these experts also indicated some useful advice to entries who are going to enter Tv IAd field in Taiwan. Findings in this research are: the 4 IAds formats DAL, Mini-DAL, Impulse Response and Microsite are on behalf of the UK DTv IAds, their Application Strategies can generalize about 5: ‘IAd as a extension/supplement part to commercial’, ‘IAd as a individual sales platform’, ‘IAd as a direct and rapid response tool’, ‘IAd as a branding tool’, and ‘IAd as a consumers’ opinions capture tool’. The US cases present 3 DTv IAd types: Walled Garden, VOD, and IPG. Their application strategies can generalize about 5: ‘IAd as a product placement tool’, ‘IAd as a consumers data capture tool’, ‘IAd as a target marketing tool’, ‘IAd as a branding enhancement tool’, and ‘IAd as a reach-maximized tool’. Building upon satellite Tv, the UK application model keeps the concept of ad time slot, it also considers audiences’ Tv-watching needs and motives. The UK 4 IAd formats can satisfy advertisers’ various purposes and reach each goal. The US cases are building upon broadband network of cable Tv, plenty of on-demand ability is the feature of the US ITv environment. The US DTv IAd application strategies by cases reflect trend toward web-based designing concept, clickable banner ads and interactive campaign sites are the most obvious characteristics of the US DTv IAd cases. Combining cases study results with experts interview results, we proposed some advice to ad researchers and proprietors as below: 1. The UK DTv IAd application strategies are worth following, the gradual application method can raise audiences will to join the interactive campaign. 2. To face the on-going change toward interaction, all players related with Tv ads should build new ad rules together, especially issues about measuring of ad effects and ad prizing. 3. Ad researchers should pay more attention to DTv IAd’s development trend, consider the potential impacts come after Tv ads’ changes. 4. We recommend ad agencies to seek cooperation opportunities actively with Tv stations, accumulate experiences by test and develop DTv IAds, train up operating and managing talent. 5. Continue to observe the UK, US and other advanced nations’ DTv IAd development trend.