SmartPages: The New Way of Creating HbbTV

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TERAVOLT
ELECTRIFYING MEDIA
SMARTPAGES: THE NEW WAY OF CREATING HBBTV CAMPAIGNS
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Positioned in the heart of
digital media transformation
we realize award winning
products for the who is who
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Positioned in the heart of digital media transformation we realize
award winning products for the who is who
TeraVolt - Business Areas
Consulting,
Production and
Creation
References
Awards
Owned
HBBTV SYMPOSIUM 2015,
LONDON
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Engagement is futures
currency – HbbTV as an
approach to transform TV
viewers to engaged users
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Strong growth in reachable devices & active HbbTV usage
Status and forecast HbbTV in Germany
66.5
Connected
HbbTV device
51.4
46.5
44.3
in million per month
37.9
32.3
26.2
15.3
0.7
0.3
0.03
1 0.12.6
2011
2012
5.9
0.4
2013
10.2
13.5
1
1.8
2.7
4.2
2014
2015
2016
2017
6.3
2018
28
...2025
* on average 2,6 individuals per household (P7S1 survey)
HBBTV SYMPOSIUM 2015,
LONDON
16.8
21
25.1
5
05
HbbTV is already used by most German broadcasters
Broadcaster and HbbTV offer by audience share in %, January - August 2015
12.0
10.0
8.0
6.0
4.0
2.0
0.0
HBBTV SYMPOSIUM 2015,
LONDON
with HbbTV service
no HbbTV service
6
4
ProSiebenSat.1 achieves a CTR from an average of 0.84%
ProSiebensat.1 Click-Through-Rate Red Button Trigger
CLICK-THROUGH-RATE
Pro7
Sat.1
Kabel1
SIXX
Max. CRT Red Button
3,59
5,40%
3,70%
3,40%
Ø CRT Red Button
0,83%
0,98%
0,77%
0,76%
Min. CRT Red Button
0,27%
0,21%
0,21%
0,25%
Success factors for CTR
HBBTV SYMPOSIUM 2015,
LONDON
Creative
Content/Benefit
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Call To Action
02
Challenge: Scaling the
HbbTV advertising business
for broadcaster, agencies
and advertiser
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05
Challenges scaling the HbbTV business
Improvments needed at many parts of the value chain
No Metric
Standards
Responsibility
Broadcaster
Know how
Reach
HbbTV
Business
Costs
HBBTV SYMPOSIUM 2015,
LONDON
Media
Agency
Advertiser
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Interoperability
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SmartPages enables simple
and efficient production of
campaign extensions for multi
screen use cases
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SmartPages is a highly scalable platform for
addressable HbbTV campaigns
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SaaS tool for TV ad campaign extensions
efficient
ad creation
and improvement
platform
conformity1
no
programming
multi-client
capability
structural
benefits
process
benefits
automated
testing and going
live
turn key
solution
fast live
production
cost effective,
low entry level
price
HBBTV SYMPOSIUM 2015,
LONDON
Embedded
performance data
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In a few steps to a publishable SmartPages campaign
Process of creation
1. Graphic production
1) Creation of graphical concept
2) Production in Editor
4) Embedded Reporting
3) Playout
HBBTV SYMPOSIUM 2015,
LONDON
12
2. Upload into WYSIWYG
Editor. Buttons are detected
automatically by imagedifference-method and are
linked manually by the user.
3. Automated campaign
verification and publication
on the system (Editor, Stage,
Live) - Create once, publish
everywhere!
4. Reporting figures are
available immediately.
132
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Actual cases proof the power
of engagement – Best
practice campaigns from
German broadcasters
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Commercial campaigns
Huawei at RTL2 and Tirol at ProSiebenSat.1 channels
Ø 5,2 PI/visit
Ø visit duration
51 seconds
HBBTV SYMPOSIUM 2015,
LONDON
Ø 4,4 PI/visit
Ø visit duration
59 seconds
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Editorial show related campaigns
Agents of S.H.I.E.L.D and Back to the Future Week at RTL2
Ø visit duration
3:03 minutes
HBBTV SYMPOSIUM 2015,
LONDON
Ø visit duration
2:11 minutes
15
4
Video driven campaigns and prototyping
Happy & Fit App at RTL 2 and prototypes
HBBTV SYMPOSIUM 2015,
LONDON
16
4
Wild Island prelaunch campaign
Lead to very good 17,9% share 14-49 and 10,0% share Z3+ on first episode
Ad
Impressions
Red Button: 2.003.705 on 4 channels
Ø Clickrates
Display 0,66% CTR, Startbar: 13,28%
CTR
HBBTV SYMPOSIUM 2015,
LONDON
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VideoViews
55k VideoViews, Ø2,78 VV/Visit
Ø Visit Duration
1:41 Min Ø Visit Duration on microsite
CONTACT
TeraVolt GmbH
Lagerstraße 34 A
20357 Hamburg
Oliver Koch
Office: +49 40 298 677 20
Mobile: +49 170 588 088 1
[email protected]
HBBTV SYMPOSIUM 2015,
LONDON
34
11
10.450
Employees
Major Costumers
Cups of Coffee p.a.