Advanced Advertising Standards Proposals

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Advanced AdvertisingStandards Proposals

• TV Anytime Forum
• September 20, 2004
• Jim Théberge, ATSC S8-3 Chair
• Email jim_at_eat.tv

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Market State Direction

• DVRs are beginning to enjoy explosive growth
• Cable vs. Satellite
• HD Cost ?
• Consumer Acceptance ?
• Ad-skipping is a real threat
• CNW research DVR users skip ads 72.3 of the
  time
• ANA survey 75 of advertisers are planning to
  cut their broadcast ad budgets - one quarter of
  these will cut by 41 or more as DVRs become
  mainstream
• Forrester estimates DVRs will lower spending on
  TV commercials by 7 billion in 2007.
• The Yankee Group The ad-funded television
  industry will feel the impact in mid-to-late
  2005 when PVR penetration grows to 10 million
  subscribers. This subversion of the ad-sponsored
  TV model eventually will disrupt the entire value
  chain for television.
• Something must be done to preserve the prime
  business model of television.

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A standard must be developed to allow
broadcasters to leverage DVRs foradvertising
rather than be victimized by them. Such a
standard would allow the future of TV
advertising to unfold in a more dynamic way.
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Scope of Standards Work

• Such a standard would seek to define a protocol
  for the carriage of metadata in an ATSC DTV
  broadcast stream to enable linkage to
  non-real-time-delivered video in support of the
  following advanced advertising applications
• Extended Advertising
• Telescoping long-form ads from traditional 30 sec
  ads or from product placement segments within
  programs
• Sponsored extended viewing material for programs
  (e.g. blooper reel, behind the scenes footage,
  actor interviews, etc)
• Targeted advertising
• Personalized ad replacement based on viewer
  preferences or media consumption habits
• EPG advertising presentation
• Compelling opt-in ad segments, navigational ad
  interstitials

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Next Steps

• ATSC AS recommendation to move forward
• Develop requirements document
• Develop associated project schedule
• Recruit stakeholder support for the working group
• Get to work!

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Thank you

• TV Anytime Forum
• September 20, 2004
• Jim Théberge, ATSC S8-3 Chair
• Email jim_at_eat.tv