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1. Introduction
2. New forms of television-led communication
3. The shape of things to come
4. Involve me and I'll understand
5. Once it was straightforward...
6. Now the TV audience has fragmented
7. Start becoming part of the enjoyment
8. One step beyond - broadcast sponsorship
9. The Power of TV (1)
10. Which do you talk about most with your family?
11. The Power of TV (2)
12. TV sponsorship in the UK
13. Growth in television sponsorship
14. Two defining broadcast sponsorships
15. How does sponsorship work?
16. How it works on air - owning the programme
17. Classic uses of broadcast sponsorship
18. Inform a total integrated marketing campaign
19. Carphone warehouse and "the X factor"
20. Technology allows a sponsor to "follow" property
21. Finding the right fit
22. A further step beyond spot - into branded content
23. The future is in the past
24. Examples for branded content
25. Branded content - how it works
26. Some current examples in the UK
27. The benefits of branded content
28. The growth of funded programming in UK
29. Leaping through the spot - the interactive revolution
30. The growth of interactivity
31. For what activities is Interactive TV used for?
32. The rise of red button
33. Interactivity in ads and brand awareness
34. How can interactivity effect purchase intent?
35. The transition to on-demand
36. Green button
37. Video is not just about broadcast TV
38. A new distribution universe alongside broadcast
39. On demand changes everything
40. The passive and active viewer
41. What does this mean for advertisers?
42. Linear broadcast, a launch pad for branded content
43. Thank you
44. Adidas example - Mourinho's Ultimate +10 (1)
45. Adidas example - Mourinho's Ultimate +10 (2)
46. Adidas example - website
47. Adidas - bespoke desktop video application
48. Adidas example - iTunes
49. Adidas example - YouTube
50. Adidas example - Nokia
51. Adidas example - video content distribution

Topics Covered

• New forms of television led communications
• The shape of things to come
• TV audience fragmentation
• TV sponsorship
• Branded content
• The interactive revolution
• The transition to on demand
• A new distribution universe
• The passive and the active viewer

Links

Series:

• TV Advertising in the UK

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2009