Future Of Interactive TV
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The document discusses the evolution of interactive TV, highlighting the transition to smart and connected TVs that incorporate real-time applications and personalized content. It emphasizes the shift toward an open environment for content delivery, enhanced social interactions, and the integration of advertising models that connect traditional and online platforms. Key innovations include personalized viewing experiences, social advertising, and a redefined cost structure based on viewer engagement metrics.
Future Of Interactive TV
- 1. Future of Interactive TV Björn Joos - Prophets
- 2. So far, TV has gone through an evolution
- 3. Recently, TV has partnered with online devices for SOCIAL and REALTIME experiences
- 19. We make our TV’s SMARTER by adding set-top boxes
- 20. But this evolution has reached his limits, we are facing a revolution – SMART TV / CONNECTED TV
- 21. The operating system moves from outside the TV, to inside the TV
- 22. content & applications tv everywhere personalisation social advertising & t-commerce What difference will it make?
- 23. Real time apps /content linked to TV programs
- 24. Real time apps /content linked to TV commercials
- 25. Walled gardens will be torn down move towards an open environment video on demand new content providers – vertical integration
- 26. Now it’s personal - content streams based on algorithms provided by personal viewing behavior, friends and likeminded people
- 28. The more TV gets personal The more TV will become social The viewer paradox
- 29. + 192.168.1.50 + TV was a social medium TV will again become a social medium
- 33. + 192.168.1.50 @ddress + Taking it one step further…
- 34. Step1: traditional broadcasting + online extensions conversational advertising: commercials ignite the conversation
- 35. Step2: traditional broadcasting + online extensions transactional advertising: commercials ignite T-commerce
- 36. Step3: Video on demand + targeted advertising Endorsed selling: Amazon VOD + online offers
- 37. Step4: online broadcasting + targeted advertising aggregators offer ads linked to viewing / surfing behavior
- 38. Cost of commercials Cost of commercials based on expectations Based on effective viewing or (audimetrie) action (CPM / CPC / CPL / CPA) Redefining cost-models
- 39. Exciting times! Finally we will be able to connect the emotion of TV-advertising to the metrics of internet advertising