Interactive, targeted advertising platform for iptv networks

IBC2008
Stand No: 5.C17
 TagEditor. The main screen of content TagEditor. A wide variety of TagEditor. Tools and navigation. VisualTargeting. Highly customizable, VisualTargeting. Clustering analysis
aware tagging. pre-defined tags. rule-based business logic of Click.Ad DNA visualization
computation

Click.Ad. Interactive, targeted advertising platform for iptv networks

The platform is designed to benefit Telecom Operators who are eager to maximize the return on their
investment in IPTV implementations

Click.Ad enables: Click.Ad provides:

01 Additional revenue streams 01 Targeted and interactive advertisement delivery:
– indirect revenues from adver- · Ad campaign creation based on programming type, the physical loca- Introduction to Click.Ad DNA
tisements and direct revenues tion of the audience, demographic data
from TVGets -- interactive on-line · Undisruptive, content-aware pop-up visuals One of the distinctive features of in it. The analysis covers usage a friendly interface with typical
mini-applications · Instant feedback processing Click.Ad is a state-of-art subscrib- patterns and consumption vol- advertisers. Over the period of
02 Customer retention and loyalty; · On-line shopping redirection er categorization logic. Click.Ad umes of TV, VOD and additional usage Click.Ad DNA becomes ma-
unique set of IPTV value added 02 Intelligent behavior to match message, target audience and time. DNA allows exact match of adver- services, responses to the past ture and gives better “vision” of
services keep users attracted and 03 A wide range of content-aware interactive services - Click.Ad TVGets. tisement, subscriber and media interactive advertisements and the household. The system uses
motivated TVGets are pop-up mini-applications displayed over TV broadcasts and (TV, VOD,TVGet). This approach usage of TVGets (pop-up mini-ap- weighting probability algorithms
03 Better subscriber knowledge – a VOD playback. Empowered by TagEditor the TVGets are friendly to the generates tailored advertisement plications), billing databases and (WPA) to enable an advertiser
built-in analytical engine enables viewers, enriching overall IPTV experience. Some examples of TVGet ap- delivery. Click.Ad DNA is a “live” ID data from the surveys. System choose desired balance between
the operator to reveal and predict plications are, as it is constantly updated on the also supports classical segmen- coverage and preciseness of an
user consumption behaviors, · Weather Forecast basis of information flow. tation gender-age-income for advertisement campaign.
which in turn allows the operator · Mini-EPG (Electronic Program Guide) Click.Ad computes DNA of the
to tailor IPTV services and content · E-mail / Instant messaging notification household and additional sub-
offerings · Actor, Scene, Movie fact book (VOD linked) DNAs to identify specific persons
04 Cost efficiency – negligible mar- · Surveys / Minigames / Stats
ginal cost of an extra campaign. 04 Extended data collection and analytical engine (Click.Ad Targeting) are
processing user behavior and viewing habits: Click.Ad DNA Computation Sources
· Programs / Channels viewed by time of a day
· VOD, PPV and usage of additional services
Subscriber (household) geo-targeting (household
behavior: Tv, vod location awareness):
consumption, living quality index, local
additional services advertisements.
Past: linear ad insertion Click.Ad: tailored add placing Targeting Engine
Central scheduled ads shown during real time Time shifted ads placed over program lifecycle
Click.Ad dNA
One size fits all i.e. large audience to reach small target Highly targeted ads placed based on program, time viewed and viewer profile
One-directional response to ad by other channel, e.g. phone or Web site Bidirectional response, e.g Red button to visit Web site to buy directly, etc.
Click.Ad Interactive Telecom operator’s
Audience estimated by ratings Exact viewing details and accurate viewing statistics on every device responses to adverts, existing databases:
TvgEts usage billing, Crm, etc.

02 Click.Ad. ©2008 Sotal Enterprises Limited. Click.Ad. ©2008 Sotal Enterprises Limited. 03
01 02

03 04

01 User initiated TVGet gives information about

the movie. Supplemental advertisement is
displayed.

02 WeatherForecast TVGet. One another

exaple of information service supplemented
with advertisement block.

03 Content-aware TagEditor enabled advertise-

ment pop-up.

04 Advertiser sponsored VOD playback supple-

mented with ad-pop-ups.

04 Click.Ad. ©2008 Sotal Enterprises Limited. Click.Ad. ©2008 Sotal Enterprises Limited. 05
Click.Ad key modules:
01
Click.Ad TAGspot – the extensive
and growing database of content-
aware marks (tags) allowing Click.
Ad to act in line with TV and VOD
content. TAGspot database is cre-
ated and maintained by Sotal En-
terprises with TagEditor software.
Telecom Operators can outsource
new content tagging to Sotal
Enterprises or run this process
in-house following comprehensive
on-line and / or off-line training
and guidelines.
TAGspot marked content delivery
examples are:
· The first entry of Sean Connery
will bring TVGet “Movie FactBook”
with key information on the actor
and movies he has acted in
· The car chase will be supple-
mented with an explanation of the
car characteristics and an adver-
tisement for the car manufacturer
· At the beginning of a movie
broadcast on TV a pop-up TVGet
informs viewer that an HD version
is available in the VOD library
02
Click.Ad TargetingEngine - a com-
prehensive data-mining platform
to consolidate and process infor-
mation from various sources:
· Real-time IPTV consumption
Click.Ad “Ready. Set. Go!”
03 04 The platform is offered as VAS Click.Ad implementation is a clearly defined process:
Click.Ad SalesFrontend – a highly Click.Ad IPTV Integration module platform to Telecom Operators Stage One. Assessment and definition of the requirements
customizable application to sup- – links Click.Ad Advertisements and ASP (Application Service Stage Two. Integration and customization
port business process of adver- and TVGets visualization to an Provider) managed service. The Stage Three. Launch of Click.Ad TVGets. Subscriber related data-mining is initiated.
tisement sales: existing IPTV platform. Click.Ad platform is flexible enough to Stage Four. Advertisement business process setup and/or alignment.
· Integration to existing CRM IPTV Integration supports: be integrated seamlessly into Stage Five. Launch of Click.Ad interactive, targeted advertisement service.
· Adjustable business logic to · Pre-integrated packages to sup- the operators chosen business
support: port HTML-based IPTV overlays model. Sotal Enterprises has a
- Direct sales (Fresco, MS MediaRoom IE) straightforward implementation Stage Five. Interac-
Stage Four. tive, targeted
- Sales by dedicated agent · Open API to link to majority of methodology for customization Telecom Operator builds a business process advertisements
- Sales by variety of sales agents systems with a minor software and integration, supplemented by for advertisement sales. The Operator’s can launch. Telecom
and sub-agents development effort consulting and on-site training. run this process or delegate it to an agent. Operator starts to
Stage Four can be initiated out of sequence receive full benefits
- Pricing: per view, per interactive · SOAP-based highly scalable to improve overall implementation time. of Click.Ad.
response, per type of program- interface
ming · Direct data base links to MS SQL,
· “Off the shelf” mode to enable Oracle, Business Objects
quick start
Stage One. Stage Two. Stage Three.
SOTAL Enterprises Click.Ad integrates The launch of Click.Ad TVGets service. The
experienced consul- product begins to be visible to the end-us-
with Telecom
Advertisement creation tancy team makes Operator’s data- ers. Subscribers start to recognize interac-
an assessment of tive features of TVGets and are prepared for
and allocation telecom operator’s
bases. Click.Ad DNA
the launch of advertisements (no advertise-
initiates analysis of
databases and subscriber (house- ments are displayed at this stage). TVGets
Click.Ad advertisements can be defines the require- hold) patterns. can be offered as a free or pay service.
simple static images or script-driv- ments for Click.Ad
integration require-
en interactive communication. The ments. Integration
system has “advertising director” process is initiated.
mode that allows to create and
test campaigns before they go in
rotation. Interactive campaigns TVGETs in action:
can just collect data or they may 01 02 03 04
serve as “on-line” bridges be- User initiates TVGet Short ad pop-up flashes TVGET appears Ad pop-ups (optional)
tween the advertiser and the tar-
get audience. It enables advertis-
StyleCast weather forecast StyleCast
ers to monitor the feedback from Your fasion forecast for
next season
Current Tomorrow
welcome to
stylecast.com
27˚ 25˚
endusers in real time. All types of stylecast.com

behaviors campaigns are targeted to reach

Information about interactive the exact audience matching Click.
responses Ad DNA parameters like geogra-
· TVGets usage phy, social status, hobbies, family
· Telecom operator’s databases type, etc.
- subscriber database, geotarget-
ing, CRM Click.Ad supports a
wide variety of delivery
channels:
01
TVGETs – TVGETs have a user-
valuable part (information) and
advertisement payload in the form
of pre or post image or customiz-
able Internet style banners.
02
Content-aware non-intrusive
advertisements.
Click.Ad is able to place advertise-
ments linked to the on-screen
programming (TV or VOD). The ad-
vertisements are blended into the
information block (details about
actor currently at the scene, the
car running across the screen,
etc.).
03
IPTV Interface advertisement
“virtual billboards”.
IPTV Interface has provisions for
the advertisement blocks (usually
in the form of static/dynamic im-
ages or small video-clips). Click.Ad
can centrally manage and auto-
mate allocation of advertisements
into these blocks.
04
“Classical” TV advertisements,
overlapping the TV broadcast
advertisements.
If allowed by the channel these
advertisements are embed-
ded into TV-translation’ stream
(MPEG2,MPEG4) to replace origi-
nal advertisement spots.

06 Click.Ad. ©2008 Sotal Enterprises Limited. Click.Ad. ©2008 Sotal Enterprises Limited. 07
IPTV and Interactive Advertising

Telecom operators are going through dra- In particular, IPTV can make a real differ-
matic changes. These changes are affecting ence. By contrast to analog and digital
everyone, from simple voice and data broadcasting, advertising in IPTV can be
transmitters to providers of content and 100% targeted, localized, differentiated and
associated complex value added services. interactive.
Advertising is the most promising direction
where Telecom operators can benefit from
new revenue streams. Cumulative revenue
from new types of advertisements - in-
game, mobile and interactive TV promotions
are forecasted to reach US$15 billion a year
by 2010. Click.Ad clearly targets Interactive
TV promotions segment.

Billion USD 2008 2009 2010

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Interactive TV promotions Mobile advertising

In-game advertising

Contacts
Sotal Enterprises Ltd. / +1 323 7763465 IBC2008
info@sotal-iptv.com / www.sotal-iptv.com
interactive, targeted advertising platform for iptv networks Stand No: 5.C17