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Printable Handouts
Navigable Slide Index
- Introduction
- New forms of television-led communication
- The shape of things to come
- Involve me and I'll understand
- Once it was straightforward...
- Now the TV audience has fragmented
- Start becoming part of the enjoyment
- One step beyond - broadcast sponsorship
- The Power of TV (1)
- Which do you talk about most with your family?
- The Power of TV (2)
- TV sponsorship in the UK
- Growth in television sponsorship
- Two defining broadcast sponsorships
- How does sponsorship work?
- How it works on air - owning the programme
- Classic uses of broadcast sponsorship
- Inform a total integrated marketing campaign
- Carphone warehouse and "the X factor"
- Technology allows a sponsor to "follow" property
- Finding the right fit
- A further step beyond spot - into branded content
- The future is in the past
- Examples for branded content
- Branded content - how it works
- Some current examples in the UK
- The benefits of branded content
- The growth of funded programming in UK
- Leaping through the spot - the interactive revolution
- The growth of interactivity
- For what activities is Interactive TV used for?
- The rise of red button
- Interactivity in ads and brand awareness
- How can interactivity effect purchase intent?
- The transition to on-demand
- Green button
- Video is not just about broadcast TV
- A new distribution universe alongside broadcast
- On demand changes everything
- The passive and active viewer
- What does this mean for advertisers?
- Linear broadcast, a launch pad for branded content
- Thank you
- Adidas example - Mourinho's Ultimate +10 (1)
- Adidas example - Mourinho's Ultimate +10 (2)
- Adidas example - website
- Adidas - bespoke desktop video application
- Adidas example - iTunes
- Adidas example - YouTube
- Adidas example - Nokia
- 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
Talk Citation
Eaves, M. (2009, January 28). Beyond spot advertising [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 3, 2024, from https://doi.org/10.69645/QHYP7612.Export Citation (RIS)