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FOREWORD
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TV has shaped 20th-century culture more than any other technology. With the advent of television, we have been given the opportunity to witness major moments in world events, all the while enjoying fascinating entertainment. Unforgettable moments include Neil Armstrongs first steps on the moon in 1969 and the legendary fight between Muhammad Ali and Joe Frazier in 1971, broadcast live on TV in our living rooms. The Internet has also significantly expanded our communication options. The opportunity for dialogue now complements the ability to see moving pictures. However, what makes our present situation so exciting is not the establishment of an innovative key digital medium, but rather the merging of technologies: welcome to the age of Hybrid Broadcast Broadband TV (HbbTV)! HbbTV brings the Internet to the TV, providing viewers with countless fascinating applications and a whole host of new TV channels. Companies have unimaginable opportunities to expand the content of their TV commercials and enter into a dialogue with potential customers in a highly attractive environment. With this White Paper, we would like to provide you with an overview of
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Foreword Internet-Compatible TV A Brief Whats What in the New World of TV Flexibility HbbTV Opportunities for Innovative TV Formats HbbTV the Benefits for Advertisers The Global Role and Marketing Development Summary Sources
the marketing and advertising opportunities this new technology provides. We will be familiarizing you with the latest developments and some bestpractice examples taken from the global BBDO network. You will be inspired by MAGGI, Mercedes-Benz, and Postbank, who are currently working on establishing mass-market applications following the successful HbbTV pilot stage. I hope you enjoy the brochure. Kind regards,
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INTERNET-COMPATIBLE TV
As we sit comfortably on the couch, the TV obeys our every command with the push of a button. On, off, changing the channel, browsing teletext you can do just about anything in a snap with the remote. Leaning back and relaxing, we flip through the channels and realize that nothing beats simple operation. Nothing, not even the quantum leap to Internet-compatible TV with its new interaction options and numerous additional channels, can change that.
Seldom do we see as much change in the TV market as we are seeing right now. Just as everyone was talking about 3D TV at the 2011 Consumer Electronics Show in Las Vegas, Internet-compatible TV also called connected TV2 is now all the rage, and very few who deal with the technology professionally are well versed in all the technical jargon.
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HYBRID TV
This is an umbrella term for Internetcompatible TV. As the term suggests, hybrid TV refers to the linking of two technologies with different origins: the TV with apps is intelligently linked to a game console with a Web browser. The term thus describes the principle of connectivity in a general way and in various compositions.
APPLE iTV
The next big thing to emerge from the Californian cult brand. At the end of 2012 at the latest, Apple will be revealing the secrets of its newly developed TV. The new device with voice control will, as always, be intuitive and is almost certain to stir up the TV market. Until then, Apple TV allows you to enjoy content from iTunes on the TV using both PCs and Macs.
More information at techradar.com
SMART TV
A marketing term for individual manufacturer solutions. Many manufacturers have introduced Internet-compatible TV with their own Internet portals and so the term smart TV was born. For example, Panasonic developed VIERA Connect as Skype and Maxdome. Some models even facilitate regular Internet access. Internet offers are very often managed by the manufacturer and individually configured for each device series.
More information at wikipedia.org
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HBBTV
This represents the first in a new era of TV. The term Hybrid Broadcast Broadband TV represents a simple concept that facilitates a whole host of new functions. The principle is that, with the push of a button, viewers can carry out actions defined by the channel at specified access points during the program. Like basic teletext, a push of the red button opens up or closes the HbbTV applications. Based on a European standard, HbbTV is compatible with all manufacturers.
IPTV
A transmission alternative to cable, satellite, and antenna. IPTV allows you to receive TV signals online, with solutions offered primarily by Telekom and Vodafone. In addition to the standard channels, pay channels are often also available.
More information at wikipedia.org
met@box and Cross.TV, relies on an independent set-top box. In addition to an extremely extensive media center, YouView offers options for recording shows and pausing live TV. The first boxes were delivered at the beginning of August 2012, just in time for the Olympics in the UK.
more difficult to connect. What is more, TV channels did not accept the Cross.TV license model, as they would have had to pay a fee for each show based on viewer volume. The efforts of met@box AG came to a similar end around 2000, when the company failed to establish itself in the new market.
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Billboard
BACKLIT PO
WEB
The parallel use of TV and Internet is no longer a dream and now contributes to shaping the communication content. It will always be considered a push technology, even if new dialogue functions are constantly added. If there is an HbbTV button in every commercial, the option will soon lose all of its appeal for the consumer. Would it make sense from a media point of view to introduce restrictions and thus maintain the quality of HbbTV? General and advertising interaction will continue to be a purely supplementary option. TV is and always will be a medium for relaxation. The fact is that click rates for online advertising are less than 0,1 %. These figures will be even smaller when it comes to TV but, based on the high number of viewers, could still play a key role. We still do not know what the networks marketing terms will look like and, more importantly whether HbbTV placement fees will be based on click rates or a flat fee. Both models have their advantages and disadvantages. From the medias point of
view, which model currently seems to be more suitable? Providers will slightly prefer predictable and calculable flat-rate offers, while the advertising industry will want to choose a plan based entirely on click rates. The service performance will ultimately decide how high the demand is and who can impose which price model in the advertising market.
PETER KUHLMANN
Chief Operating Officer, OMD Germany (Omnicom Media Group Germany GmbH)
We can go online anywhere and at any time with smartphones, netbooks, laptops, and touch pads, which are small enough to accompany us wherever we go. Numerous studies reveal an increase in parallel use of media, so does it even make sense to integrate a digital feedback channel into TVs?
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for the most part that watching TV on a TV is more relaxing and enjoyable [than online]. In other words, viewers appreciate the comfort of watching an actual TV. They simply have to press a button to find their entertainment of choice, which they can influence at any time to meet their specific needs with the selection of channels and the corresponding settings. HbbTV perfects the relaxation experience. Additional functions are conveniently available at any time but, like teletext, remain discreetly in the background. They do not overwhelm you. And if you need additional information, you can call it up while continuing to watch your show but only when you choose to. More complex applications and interactions with social media services can be carried out with secondary devices, as your iPhone and netbook are never far away and can be activated more quickly than the corresponding TV applications. HbbTV will significantly shape the multiscreen use of several devices at the same time.
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attractive. Past shows can be accessed digitally via HbbTV without a recorder if the channel chooses to offer the option.
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Generally speaking, the centralized portal displays news, weather, program announcements, and a media center. Page and content design are the responsibility of the channel.
possible to personalize ticker content over the medium- to long-term. n-tv CEO Hans Demmel explains: The new n-tv digital text offers our viewers the best of both worlds by combining the positive aspects of standard teletext with the benefits of the digital world in a contemporary, high-quality format. Our news portal n-tv.de has been enjoying success for years. Now viewers can also access our online content directly on their TV.9 Nearly all major channels already have an online media center, where with just a few clicks users can call up the channels own formats free of charge for a limited time. It is no wonder that the use of online media
formats for a fee, pay-per-view suppliers can offer the latest blockbusters directly on TV and thus attract new purchasing groups.
centers is increasing, despite the fact that the Web delivers a comparably low resolution. That will change with HbbTV, as all the content can now be displayed in HD quality. Thanks to broadband connections, even large volumes of data can be accessed without any problem. This means a brand-new range of marketing concepts for advertising companies from the advertising block as a break to using content for a fee.
The HbbTV feedback channel will eventually replace TED, the process currently used to carry out viewer voting, and significantly optimize the process of conducting opinion surveys. However, it will not replace the profitable business of call in voting for shows such as American Idol.
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the show. All the recipes ever demonstrated on the show can be called up in the Kochbar app and sent to an e-mail address. The opportunity to intelligently process viewer information makes HbbTV an amazing loyalty tool. The term used to express this focus is audience relationship management (ARM), inspired by the well-known concept of customer relationship management.
look behind the scenes of the live show. An extension of the content can complement the channels limited capacity, as special wishes can be taken into account without changing the channel.
measures, is TV advertising still the right choice or is push communication outdated? Efficiency is always a matter of objectives and the business model behind them. If entering into conversation with people directly benefits my business, the digital world offers fantastic opportunities. However, not all business segments necessarily require direct dialogue. If it is essential to deliver a message to an extremely large, heterogeneous group of people as quickly as possible, incorporating TV into the media mix is exceptionally efficient. HbbTV supplements are intended to offer viewers added value. In its simplest form, a brand encourages viewers to get to know a product by having them take part in a sweepstakes. For MAGGI, the expertise of MAGGI KOCHSTUDIO could be used to create an HbbTV supplement designed to offer added value, ranging from recipes to the ingredients used. Does HbbTV provide incentive for MAGGI to reassess TV advertising? If I want to motivate someone to develop an interest in me, I should first think about whether what I have
HBBTV COULD BE A PLATFORM ON WHICH THE PRODUCT AND SERVICE GO HAND IN HAND.
to offer is right. Our offer of cooking assistance based on product and service is certainly so attractive that people develop an interest on their own. HbbTV could truly be a platform on which the product and service go hand in hand. Stationary Internet with brand websites and social media pages, the mobile Web, and now a growing percentage of Internet on TV: is there a danger of brands having to be active on too many different digital platforms in the future? Because communication budgets will not be getting any bigger, the abundance of opportunities provided by digital media should force marketers to consider the role and benefit of a presence more carefully.
Agency partners are also obligated to advice their clients correspondingly and look beyond shortterm business. Marketers have not yet defined the invoicing models for HbbTV supplements. Should invoicing be based on performance or a fixed rate? In principle, performance models are only attractive if they can be reconciled with the aims of the campaign. There is still too much to learn for everyone involved to say with any certainty what a campaign can achieve for me. Especially at the beginning, I think it would be fair for the agency and marketer clients to share the costs of the learning curve.
INGO SCHFER
Head of Marketing Communication and PR, MAGGI GmbH
The food segment is dominated by intense competition. MAGGI competes with Knorr particularly in Germany, their core market, which is why it is so important to manage advertising budgets and media spending wisely. In times of targeted Internet advertising and the increasing role of dialogue in communication
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value, and product is sure to be a highly attractive marketing foundation for all involved. Collaborations that benefit all parties involved are most worthwhile. For instance, TV channels could achieve higher viewing numbers if a powerful partner added its content to the HbbTV channel. Special placements, ranging from the free TV content of a partner to the channels own applications, would also be an option. However, placements purely for the sake of advertising, like those already found in iPhone and Android apps, will likely only prove effective when they contain relevant content.
PUSH
HbbTV pages. Like online media advertising, a wide variety of formats and placements is available. Depending on the format, the advertising surface may link to a landing page or expand via an interactive application, representing a concept that is very similar to advertising formats in teletext. However, it remains to be seen if display advertising fulfills the demand for relevance and is suitable for counteracting increasing ad blindness. As is the case with online formats, it is likely that placement and relevance will ultimately determine success and failure. It must also be taken into consideration that users are navigating an environment different from the Internet. Internet users are accustomed to actively dealing and interacting with information. But TV screens work differently. Interesting triggers need to be used to attract the attention of viewers and encourage them to acknowledge advertising messages.
ADVERTISING
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In the future, it may be possible for advertisers to collaborate with channels, which could prove to be an attractive option especially when there is a common theme. For example, Kicker, the German soccer magazine, could sponsor soccer events and run its own advertising through HbbTV. The channel, in turn, would benefit from the incorporation of interesting content for the viewers. In the U.S., ESPN Sports could collaborate with Nike during NFL games and offer football statistics and relevant information as part of the partnership. The connection among the environment, added
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They are more interested in being entertained and avoid any tasks that demand too much of them. Anyone who requires a lot of text entry or, in the case of a sweepstakes, a full address, is probably asking too much. It would make more sense to initiate first contact on the TV and then carry out all subsequent CRM measures using other media. In other words, name, sex, additional data, and contact options should be collected by e-mail or phone. The ideal solution could also be determined through coordination with the customers in question the unique requirements of the segment should also be taken into account.
break through the aversion to interaction, the commercial focused on the call to action: a remote control featuring the corresponding instructions and red button was presented to emphasize the tool that provides the viewer with access to the dialogue. Unfortunately, the augmented ten-second commercial was simply too short. Our first lesson: if a viewer is not sufficiently familiar with HbbTV, they are not going to find the on-screen button within ten seconds. In the current learning phase, the viewer needs considerably more time to navigate.
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major brands is sure to experience the pinnacle of creative imagination. Maintaining the emotionally charged suspense curve from the
their car down to the smallest detail. Now it is primarily up to the dealer to persuade the customers to make a purchase. HbbTV provides presales communication with an innovative form of motivation: if the TV commercial contains a button that links to a landing page, inspirational brand experiences can be combined with product interaction without a time delay. After all,
processes make it possible to inform dealerships about potential customers who are likely to buy or suitable for a test drive. In this way, it is possible to significantly increase the degree of individualization of the communication. Once on the phone, the dealer can address the customers specific preferences: We have your model in anthracite ready for you to test drive. Or the previously sent brochure might feature pages containing the car as configured by the customer. These example approaches demonstrate that HbbTV offers impressive opportunities for boosting the existing CRM program with communication motivation.
PUSH
AUTOMOTIVE SECTOR
From the New-Car Configurator to the Accessory Consultant
Almost no other industry survives to such a degree on emotive images and high-quality cinematic staging as the automotive industry. Anyone who watches the TV commercials of
commercial to the brand/model website or dealership represents a real communication challenge. Thanks to HbbTV, this abrupt break is a thing of the past, and it is much easier to pass leads on to dealerships.
the landing page is the ideal place for a streamlined configurator, which at the very least determines viewers basic preferences. Offering additional brochures in this phase and possibly even conducting preliminary qualification are options for bringing viewers closer to a purchase. Integrated scoring
this represent a new concept of focusing on the experience factor of TV commercials lasting over 45 and 60 seconds? In terms of technical feasibility, the future of TV is really exciting terrain. Because there is a lack of standards and various technologies on the side of TV manufacturers and TV networks/stations and no clear, recognizable future prospects, this communication platform is not currently in the Daimler AG advertising channel portfolio. With HbbTV, TV could facilitate a new method of measurement. In addition to broadcasting a commercial, criteria could also include the access of HbbTV specials and the generation of leads. Does this warrant a reassessment of TV advertising? In principle, we still see TV advertising as a mass medium with a broad impact. It is ideal for rapidly achieving a wide reach within our target groups and emotionally charging our messages. In our opinion, this will continue to be the case for the foreseeable future. We now consider the HbbTV dialogue function to be added value. However, this added value must be evaluated in a pilot project.
Up to now, marketers have not suggested any invoicing models. Should the mutual aim be to invoice HbbTV integration based on performance or a flat fee? Depending on the goals of a campaign, both models are possible in principle. A credible marketing model also requires the confidence essential for offering performance-based models, as is generally the case in the digital dialogue media already available. From the perspective of advertisers, performancebased invoicing would be preferable. This fair invoicing model guarantees a reliable ROI prognosis and includes the marketer in the investment risk.
Emotionally charged product differentiation plays a key role for car manufacturers, especially when it comes to TV commercials. For Mercedes-Benz marketing, in particular, Daimler AG employs an emotionally charged method of addressing potential customers rather than employing offer-oriented
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loyalty, especially with those strategically important customers who contribute the most in terms of share of wallet.
PUSH
FAST MOVING CONSUMER GOODS
Brand Loyalty through Involvement
In the fast-moving consumer goods (FMCG) segment, TV represents the backbone of the media mix for new products and innovations. No other medium makes it possible to combine fast reach and awareness with such a high profile. At the same time, the past few years have also demonstrated that Internet is indispensable for FMCG. Accordingly, the GfK market research company and Mediaplus media agency (Successful product innovation and related media strategy) emphasize the importance of interactive campaign extensions from TV to the Internet. Entertaining approaches are key and represent the optimum method forencouraging customers to get to know the brand and product. HbbTV offers better solutions for doing just that, from the entertainment factor provided by games to targeted samples.
of Mouth and the Internet study (Google and Keller Fay, 2011) indicate that they are more interested in purchasing a product if it has been personally recommended. The study also reveals that 82 percent of those surveyed (n = 6.747) are most likely to remember a product recommendation made face to face in their personal environment. These findings are confirmed by the insight provided by Martin Lindstrom, who takes a closer look at the effects of personal recommendations in his book Brandwashed.10 From this perspective, samples are not simply a product giveaway, but instead will hopefully pave the way for personal recommendations. When carrying out sample promotions, it is important to uphold the quality of the brand, and HbbTV commercials provide the very best conditions for doing just that, as they offer an intelligent solution for combining the brand message with the rewarding effect of the sample. After calling up the landing page through the TV commercial, interested viewers are offered the opportunity to request a sample, in addition to receiving important production information. Playful elements that encourage interaction can boost the experience of getting to know the product and brand. In the FMCG segment, in particular, this method provides greater motivation to purchase. And this also applies to target groups who are not influenced by the interactive practices of the Facebook community.
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PUSH
FINANCIAL SERVICES
High-Content Subjects Presented in an Interesting Way
TV provides a rather inadequate platform for advertising consulting products and services. Nevertheless, the gross TV advertising expenditure that financial service providers allocate to addressing the private sector has continually increased over the past several years from 36.6 percent in 2005 to an impressive 44.1 percent in 2011.11 However, these commercials focus on unspecified content, raising awareness about general subjects. This strategy is primarily the result of limited commercial time and the wide focus of the information. In addition to brand image, current major themes in the industry, measured in advertising expenditure, are primarily real estate financing, account management, and private loans.
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known forms of retirement provision. As such, it is surprising that people interested in retirement plans know so little about Wohn-Riester home annuities, a product variation that few Germans are aware of. In conjunction with image-boosting components, HbbTV could effectively shed some light on Wohn-Riester home annuities. The TV commercial extensions provide interested viewers with the option to learn more about the topic and possibly arrange a consultation, or alternatively request additional information materials. Due to the wide focus, products requiring explanation in particular, including Wohn-Riester, can achieve positive results early on if HbbTV is incorporated into the media mix.
HbbTV makes it possible to extend all four topics beyond the commercial and present them in more detail.
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time they are more likely to take notice of the HbbTV call to action and press the red button.
It will be interesting to see which factors the marketers rely on to ensure that HbbTV represents an attractive extension to the campaigns. It is too early to say how the media model will make the technology profitable over the long term and the content relevant for viewers. This might be one of the major challenges facing successful HbbTV implementation. Strategy-oriented planning is therefore more important than ever before. The aim of the TV commercial and approach of the extension could lead to different solutions every time. The first time viewers see a commercial, they tend to focus on the image of the brand, while the second
It is important that users know what to expect when they push the red button: Will I obtain more information about the brand? Can I take part in a sweepstakes? What else will I be offered? Standardized instructions are generally insufficient for generating action. The added value should be presented clearly and unambiguously and then delivered. Regardless of how relevant an advertising message may be, it has to contend with a myriad of entertainment offers competing for attention in the TV environment. An unrepresentative survey carried out at select BBDO offices around the world revealed that HbbTV extensions within the advertising block were considered to be thoroughly interesting. However, viewers
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generally left the advertising content once the regular show resumed. Those surveyed also expressed a desire for the TV screen to remain visible during the HbbTV extension. At least in the case of themes that require a lower level of attention, displaying the TV programming in a split screen could reassure the viewer that they will not miss the show once it starts again, as they learn more about the HbbTV offer. On the other hand, there is also the danger that the high volume of information in the HbbTV section presented alongside moving pictures could lead to an information overload; out of frustration, the viewer might leave the commercial information page. The right timing is key: companies that
offer access to an interaction at the end of an advertising block risk losing the user soon after, once the regular programming starts up again.
All the channels are currently expanding their HbbTV options extensively and a larger target group is also starting to notice HbbTV in manufacturers glossy brochures. For this reason, it probably will not be long until a wider group of buyers is interested in obtaining HbbTV-compatible devices. There is also the fact that Wi-Fi and Internet connections are so widespread that the technical requirements for HbbTV success are already met.
the individual channels and thereby the budget, but mainly from print to online media. After TV, online advertising is now the second-most important element in the media mix. A campaignoriented extension of TV campaigns in digital channels, and an even closer interlinking, always pose a challenge. With its wide range of products, Postbank benefits from high stability within its target reach, thanks to TV campaigns. In conjunction with intelligent interlinking with digital channels, the opportunity presents itself to utilize content links, along with reach, and to position central messages as targeted. For consulting services, TV advertising is a dooropener, encouraging consumers to contact the bank. There is no getting around the loss of potential customers that occurs as a result of the gap between the end of a TV commercial and the customers need to obtain information online or going to a branch. With HbbTV, you will have the opportunity to initiate a lead straight out of the TV commercial. A gap between media only poses a problem if it causes us to lose interest in a brand or product. In reality, the ROPO (research online purchase offline) effect seems to apply especially in the field of financial services.
Approximately 60 percent of all new contracts are the result of online research. But the purchase funnel shows that consumers naturally obtain their information from a wide range of media. The sequence is a buildup of and shift between individual channels instead of an abrupt break in media. The method of obtaining information through the increasing parallel use of media can actually be fluid and occasionally simultaneous a fact which is confirmed by search engine entries at the time of the broadcast.
Stationary Internet with branding and social media, the mobile Web, and now a growing percentage of Internet on TV: is there a danger of brands having to be active on too many digital platforms in the future? It is not about the establishment of a new media, but two channels coming together that belong together, thanks to HbbTV. After all, many people already use the Internet while they are watching TV whether with a laptop or a tablet. It is much more about consistently linking two channels that complement each other extremely well. The fact that this does not reduce the demand for resources is a challenge that we will have to overcome with our agencies. In terms of budget, we would have to focus on reallocation, rather than an increase. While media opportunity appears to be endless, budgets are not.
MARGRET DREYER
Director Corporate Brand/Marketing Communications
Like customer acquisition for retirement provision plans and real estate financing, new customer acquisition in the checking account segment is also a significant focus. In its TV commercials, Postbank demonstrates its full range of products. Is that a sign that TV plays a key role in brand communication? The central role of TV advertising in Postbank AGs media mix has not changed in the past several years. There may have been a shift in
IT IS NOT ABOUT THE ESTABLISHMENT OF A NEW MEDIA TWO CHANNELS ARE COMING TOGETHER THAT BELONG TOGETHER.
HbbTV offers the opportunity to call up additional information directly through the TV. However, the degree of use will depend on the brand, product, and placement as well as consumers desire for immediate Internet research. HbbTV does not replace the Internet, but can represent a practical extension of it.
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Yet information architects face a major challenge. All HbbTV functions are carried out using the remote, and this should be as simple as possible. The colored buttons play a key role, in particular, with the red button launching the portal. The green, blue, and yellow buttons can be assigned to additional functions, such as calling up sub-pages or taking part in a promotion. Assigning functions to colors will make the system easier to learn. Using the directional pad of the remote to navigate from a higher to a lower page section, however, may prove to be more difficult. The functions must be arranged clearly enough that pressing up, down, left or right will carry out the corresponding function.
Making control more convenient in the future will require thinking outside the box. Users expect a clear, extremely simple-to-operate structure that will allow them to take full advantage of everything HbbTV has to offer.
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A European Phenomenon
HbbTV is gaining ground in Germany and France, in particular. Development was extensively promoted by public channels, and increasingly, private channels, in the two countries mentioned above, so that the pilot phase is now coming to an end. The support of TV networks has proven to be beneficial because, when it comes to Internet-compatible TV, technological development and especially content play a key role. Rather than the manufacturer of the TV, the channel known to the consumer sends the content. In a familiar setting, and because it is as as simple as the well-known teletext, HbbTV has the very best prospects for generating interest and enthusiasm on a global scale. Even if HbbTV should remain a European phenomenon, Europe represents an exceptional foundation for developing a domestic market, as it is the second-largest regional market measured by value creation in audiovisual media that focus on the editorial responsibility of providers of media services.15
range of functions, ranging from video-ondemand, network media centers, and news applications to the new digital text and an extensive EPG (electronic program guide) offer. Many private channels waited until the last moment but launched powerful platforms at the end of 2011/the beginning of 2012 at the latest. The range of offers provided by most of the channels is comparable to that of ARD. Throughout development, a generally accepted standard gradually established itself, although the range of services, which is already extensive, could expand and ultimately lead to the establishment of a second generation of portals. Then, at the latest, more interesting innovations and company-owned developments will attract the attention of the industry. Predictions indicate a bright future for Internet-compatible TV. In its Digital Visions: Connected World16 study in 2010, Goldmedia forecasted there would be 5.7 million Internet-compatible TVs in Germany by the end of 2011 and as many as 22.9 million by the end of 2015. The figures released by PricewaterhouseCoopers International Limited (PwCIL) are similarly positive. The consulting company predicted there would be more than five million households with Internet-compatible TVs by the end of 2011. There are few official figures about the reach of HbbTV. SevenOne Media recently published figures on technological reach,17 quoting over 400,000 devices in the ProSieben channels HbbTV portal for the first time in January 2012. A look at the 2011 figures reveals a continuous rise in actual users, with an increase of 9.93 percent from December 2011 to January 2012. Kabel eins has recently recorded even stronger growth at 13.49 percent, although the total number of devices is lower. Developments are considerably further along now and improved functionality was presented in 2011,18 making it possible to call up additional information about the matches to come, previous games, and the athletes all in real time. This French example impressively demonstrates the relevance of networking TV content and online information, and that the drive for innovation comes from the TV channels and the public networks, in particular. While in the past, development was promoted by TV manufacturers, suppliers of content are now setting the trends in order to offer their services in the market. It is worth emphasizing that the HbbTV standard will be integrated alongside the British MHEG-5 format, which already facilitates video-on-demand services, home shopping, and interactive features through landing pages and additional programming content. freesats use of HbbTV (alongside MHEG-5) is only one example of the acceptance of the new standard. Another example is the Digital TV Group, which is a sort of central authority for digital TV, integrated HbbTV into its D-Book, that serves as a foundation for developing digital TV for manufacturers and channels a step that is likely to secure regional support. The market in France is developing along the same lines as in Germany. The innovation came primarily from Frances public TV network, France Tlvisions. The first pilot projects were held in France in 2009 during the Roland Garros tennis event, better known as the French Open, during which viewers could call up additional information via HbbTV for the first time as part of a live demonstration. In the UK, pay TV makes up a large percentage of the TV market. The BBCs public channels and the channels financed through advertising, on the other hand, are highly outnumbered. Most TV viewers tend to opt for channels with less advertising, which is what makes HbbTV as a form of expanded programming so attractive in the UK. In the first few weeks of 2012, networks increased their efforts to establish the corresponding services and offers in the market. freesat a supplier of free TV signals is one of the first companies to incorporate HbbTV into its own set-top boxes.
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SUMMARY
1. Successful Pilot Stage
While in the past, HbbTV was primarily tested by the public channels in pilot projects, more and more private channels are following suit, which is an important indicator that HbbTV is establishing itself as a recognized standard. The ever-increasing number of users reported by SevenOne Media confirms the findings: following the successful pilot stage, HbbTV is well on its way to becoming a European success story with exceptional prospects for global expansion.
SOURCES
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IMPRINT
Contact: Helge Grttke Director of Business Development BBDO Germany +49 211 1379 8323 helge.gruettke@bbdo.de Author: Torsten Kgler Consulting BBDO Proximity Hamburg +49 40 27852 4260 torsten.kaegler@bbdoproximity.de Dr. Friedrich August Wagey Concept and Design: Falk Schaar Ann-Marie Aring
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