TV tech in 200 words .http://www.thinkbox.tv/ser

TV tech in 200 words .http://www.thinkbox.tv/server/show/nav.2766




Augmented Reality (AR) explains the use of technology to overlay additional information or content over video, pictures or even, via a camera, a real-life scene. The arrival of powerful smart phones and computers with built-in video capabilities means that users can overlay information and content on an increasing number of experiences, both in and out of the home.

For advertisers and brands it offers a potentially exciting and interactive exploration environment. Apps which offer AR are capable of recognising images, symbols and objects in the real world and on TV. It can then deliver relevant content back to the user in real time, including video, animations, audio or links to web sites.

Recent trials with TV advertising have been run by Walkers Crisps (using an app called TVTak) and Waitrose (using Blippar). As the experience is entirely customisable within the confines of the smart device app, the possibilities for agencies and brands are almost infinite. Overlays can stretch from simple information provision or voucher delivery through to exclusive extra content experiences. By increasing interactivity and offering extra content, AR can help enhance a campaign on multiple screens for those viewers with an appetite for more.
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Civolution

Civolution

Civolution produce technology that ‘listens to TV’ and facilitates synchronous experiences across TV devices. They specialise in providing technology that helps broadcasters, platforms and advertisers identify and manage, with the goal of monetising, media content. The most exciting applications Civolution offers for advertisers are its media interaction and media intelligence services.

Civolution’s key technologies are Digital Watermarking, where their software identifies a trigger pre-recorded into the broadcast audio output, and Digital Fingerprinting, in which their software ‘listens’ to content, creates a fingerprint and then matches that back when the content is again played-out.

Advertisers can exploit these technologies in two ways, both involving second screen devices such as tablets and smart phones:

Firstly, they can create an interactive advertising experience that is synchronised to the TV broadcast experience. This allows for triggers to activate experiences automatically on a second-screen such as a link to a retail environment, the opportunity to get more information or download addition related content.

Secondly, there is the opportunity to use the ‘listening’ capabilities to collect play-out data. Civolution can track and match content on any output (TV or otherwise) within range of a microphone. Their digital watermarking can identify information such as content and channel ID, airing time or catch-up TV.

Working with Red Bee Media and FX, Civolution built a synchronous application for The Walking Dead that could accurately report information of viewers’ interaction levels.




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SeaChange and Tellabs Multi-Screen Targeted Advertising

SeaChange and Tellabs Multi-Screen Targeted Advertising

SeaChange International - which is behind targeted advertising on Virgin’s TV service - and telecom solutions provider Tellabs have developed a new technology for targeted advertising. The focus is on targeting individuals on their second screen devices alongside TV, rather than into the TV itself. This technology is the first available which allows the marriage of web behaviour with dynamic television advertising on multiple screens.

Ad insertion is based on user’s interests, but when targeting to a set-top-box it is difficult to move past a household level profile. Using the Tellabs system provides an opportunity for platforms to offer targeted ads during live broadcast, online video or on demand video, as well as on mobile. The technology is currently only available in the US, but given SeaChange’s role in providing back-end advertising solutions to Virgin Media, it is likely we will see it considered for the UK in the future.
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Red Bull Connected TV App

Red Bull Connected TV App

Energy Drink market-leader Red Bull created a branded connected TV app based around its sponsorship and promotion of extreme sports. These sports include Cliff Diving, BMX, Skateboarding, The Red Bull Air Race and Formula One. The app - Red Bull TV - delivers a selection of live and on-demand branded video content from across this extreme sport spectrum, including clips, shows and information. For Red Bull it’s an additional route onto a major platform without having to own a TV station and a natural extension of their branded content activities. The app is free and available from the Samsung SmartHub Store.
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Virgin Media Ad Targeting

Virgin Media Ad Targeting

Cable TV platform Virgin Media have been building and testing a served and targeted advertising service to work with their on-demand content since 2009. Dynamically inserting advertising based on a specific household profiles offers potentially greater efficiency for digital planners. They have been trialling the system with advertising from brands such as L’Oreal, Sony, Kellogg’s and Microsoft.

Virgin Media deliver a large amount of on-demand content to customers’ homes, and therefore offer significant reach for advertisers. In its 2011 year-end report, Virgin announced that it had served more than 1 billion VOD views in 2011, an increase of 14 percent on 2010.

The technical system is powered by technology developed by SeaChange International, which provided Virgin Media with software that enables a standard spot ad to be automatically chosen and delivered around TV content. Virgin Media describe it as a great way to add significant value to a campaign’s broadcast spend.

Sky have now launched AdSmart, its own addressable advertising service, which since 2013 has a focus on linear TV as well as on-demand.

Addressable advertising will help advertisers to segment audiences at an even more granular level. There are also airtime management capabilities such as frequency capping or sequential narration. The mass reach that TV offers will always be in huge demand but if TV can add newer more personalised communication techniques there is the potential to benefit from marketing budgets currently spent on other addressable media, such as Direct Mail and email marketing.
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UKTV on BT Vision

UKTV on BT Vision

Announced in March 2012, UKTV signed a major deal with BT Vision to offer their TV channels and channel-branded video on demand content on the IPTV platform. BT Vision customers can now access VoD content from UKTV channels such as Good Food or Eden on a transactional and subscription basis.

UKTV have also begun streaming linear broadcast channels to BT Vision set top boxes via a BT broadband connection. First available are Watch, Gold and Alibi. UKTV intends to offer further channels, including Good Food, Eden and Home in future.

UKTV’s broadcast channels are supported by advertising. However, this is not extended to on-demand. Instead, some channel sponsorship deals are represented through short pre-roll stings. In August 2012, Aviva’s sponsorship of Home featured in this way.

UKTV channels and on-demand content is also accessible on Sky,Virgin Media, and YouView (from July 2013) platforms. Streaming broadcast channels over the internet opens up the opportunity to offer UKTV channels to other platforms such as YouView or other compatible connected devices.

The BT Vision deal means UKTV content will now reach an additional 800,000 UK households.
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Thinkbox Second Screen Research

Thinkbox Second Screen Research

Commissioned by Thinkbox, COG Research explored the contemporary issue of two-screening and what this means to advertisers. The Screen Life research used a combination of online, in-home and in-laboratory research techniques. It examined over 600 hours of TV viewing gathered from filming the living rooms of 20 multi-screening households in the UK for two weeks. This footage underwent psycho-physiological analysis to examine actual programme and ad break engagement. This was coupled with self-reporting from the households involved using COG's award-winning digital ethnography technique, a laboratory test to examine ad recognition, and online research among 1,000 people with TV and online access. You can read all about it and access a slide deck via the links on the right here.
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Honda Jazz iPhone app

Honda Jazz iPhone app

The Honda Jazz campaign - ‘This Unpredictable Life’ - was the first in the UK allowing viewers to use an app to interact with a TV ad in real time. App users could "catch" and collect animated characters with their iPhone as they appeared on screen in the TV ad. It was based on "sound-synching" technology and, depending on where in the ad you reacted, you got different responses. This experience was designed to engage the user while showing them what is unique and interesting about the Honda Jazz. They could also register for further information. The idea plugs into the way people consume media today, often having multiple screens on in the same room at the same time, with the ability to respond to what they see on TV, find out more about a brand or product, play, chat or make a purchase online. All in all, a fine piece of innovation, an additional way for consumers to enjoy the campaign and a great way of creating buzz. However, for most people, it was the TV ad itself that was the real star of this communication, a stunning piece of work from Wieden + Kennedy London.
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Zeebox

Zeebox

Zeebox was a social TV app for iPad and iPhone that’s designed to integrate social media, relevant bits of the web, a TV guide and a remote control all in one place. In April 2014 it was re-launched as Beamly; see this entry for more info.
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Sky AdSmart

Sky AdSmart

Developed by BSkyB, AdSmart is a system designed to target campaigns to individual households based on the likely interests of individual viewers, rather than audience profiling.


Using volunteered, publicly available or advertiser-owned information such as post codes or a subscribers TV package, in combination with data provided by other associated companies, Sky can build up a picture for each household. This picture shows what types of products and services might be of interest, then AdSmart can substitute standard adverts with ones more tailored to that customer. Sky will be offering 90 different categorisations of their households for buyers to experiment targeting with.


For example, an AdSmart spot could be used to deliver a Disney World holiday ad to young households and a BMW sports car ad to affluent professionals. Alternatively, a selection of postcodes can be used to display a campaign to only a specific locality.


Sky’s addressable AdSmart service has been available through its web-based Sky Go service since 2010, running pre-, mid- and end-roll ads. It also has the ability to place accompanying advertisements within the actual Sky Go website. Sky gives customers the option to opt-out of targeted advertising.


Sky has been runnimg trials of AdSmart on its linear TV service, to the large telly in the corner of our rooms, since the middle of 2013 and the full launch was completed in early-2014. Major household names using the service include Tesco, Royal Bank of Scotland, Littlewoods, American Airlines and Audi. Brands including Citroen and Dial-A-Flight have also confirmed that they will be rolling out campaigns using the Sky AdSmart service over the course of the year. Local advertisers who have signed up to use Sky AdSmart include insurance group First Central and the Hampshire car dealership Hendy Group. Interestingly, one quarter of the brands that have signed up for Sky AdSmart are either new to TV advertising or had previously left the market.


Addressable advertising will help advertisers to segment audiences at an even more granular level. There are also airtime management capabilities such as frequency capping or sequential narration. The mass reach that TV offers will always be in huge demand but if TV can add newer more personalised communication techniques there is the potential to benefit from marketing budgets currently spent on other addressable media, such as Direct Mail and email marketing.
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M&S Connected TV App

M&S Connected TV App

Launched in February 2012 by Marks & Spencer, the M&S connected TV application is a video-based service designed to enable customers to discover more about M&S products from the comfort of their living rooms. Think of it as a video-driven catalogue, but one that is also being used by the company to discover more about how consumers interact with retailer branded content in this environment

The app uses the TV’s internet connection to give viewers access to the latest in high street trends alongside tips on lifestyle, food, fashion and technology; all delivered through a selection of short-form films. Viewers cannot currently purchase items in the app but M&S have included QR codes that users can scan with their tablet or smart phone: this launches the M&S website on their second-screen device.

The app builds on the M&S TV service which the retailer has been operating on their website since 2009 and uses the same content. M&S’ TV advertising archive is also available to browse and watch on your TV via the app.

The app is currently only available through Samsung's Smart TV App store. It was developed in collaboration with the multichannel video agency Adjust Your Set.
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Two-screening

Two-screening

Two-screening (or “multi-screening”) describes activities involving the concurrent consumption of content on one screen, often the television, and use of another ‘second-screen’ connected to the internet. Common second-screen activities include use of social media; further discovery around a subject, product, actor or programme; and online purchase of something seen on the TV.


The appetite of some viewers to second screening has added even more value to the live viewing experience. People have always loved talking about and sharing TV content, and so it’s no surprise that synchronous use of social media goes well with live broadcast. These conversations are most often unmediated, but TV companies are also providing content to serve this behaviour. For example, to make the most of celebrity live presence on Twitter, fans must join the event-based viewing experience for an episode of the X Factor or an F1 Grand Prix. Bespoke apps are also being developed to enable two screening behaviours. In August 2013, Channel 4 launched 4Now a dedicated second screen engagement application for apple mobile devices. Importantly, it is the first broadcaster to develop a dedicated aggregated app to accompany its channels and programming. Due to a successful series of standalone experience, such as the Million Pound Drop and Grand National HorseTracker apps, Channel4 have created a portal for the most engaged two-screeners. ITV’s Adsync service, Sky’s use of Zeebox and Beamly also capitalise on multi-screening behaviour.


This ‘drive to live’ means that advertising featuring as part of the live broadcast experience becomes even more valuable. The engaged nature of viewers that also have an internet-connected second screen device actively in their hand means that advertising impressions can be acted upon instantly following a broadcast spot. As part of their Tellyporting Project, Thinkbox and Decipher found that 77% of users admitted to watching TV and using the internet concurrently at some point.
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TVTak App

TVTak App

TVTak is a mobile and tablet application, currently available via the Apple App Store, which uses the device’s in-built camera to identify video content and then present more information, links to follow, or ways to Tweet or Facebook what you are watching; and it all occurs with a second or two.

TVTak are encouraging advertisers to take advantage of this ‘call to action’ functionality. Viewers can see something that interests them on the TV and then use the app to point and click to call a number; to get more info, visit a website or download an app sponsored by the brand.

Here in the UK, there are some notable campaigns trialling TVTak’s app: Walker’s Crisps have synchronised it alongside their Mystery Flavour campaign. Users scan the broadcast ad and are given a clue which can enter them into the campaign’s wider national competition.

TvTak uses video recognition algorithms that index broadcast TV in real time. They also issue IDs to pre-recorded content in advance.
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Aurasma

Aurasma

Aurasma is an application for smart phones and tablets which brings the physical and virtual worlds together to provide an augmented reality (AR) experience. For advertisers and brands it offers a potentially exciting and interacti ve exploration environment. The app is capable of recognising images, symbols and objects in the real world. It delivers relevant content back to the user in real time, including video, animations, audio or web sites.

Using the device's camera, GPS, compass, accelerometer and internet connection, the technology combines image recognition and an awareness of the 3D world to identify objects and seamlessly merge augmented reality actions onto the real-life scene. The app can make the surrounding scene fully interactive. For example, users can scan a billboard and see a live video experience appearing as if it were happening on the board. Likewise, in broadcast TV, a TV spot can be turned into a personally targeted video on a smart phone by identifying the video alongside a user login.

The prime use of the app is to augment print and deliver the power of video. Sky is to support the launch of Treasure Island and Sky Sports F1/HD where readers can unlock a special clip from Sky Sports F1 HD presenter Martin Brundle.
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Shazam for TV

Shazam for TV

In February 2012, second screen application Shazam ran an interactive experience during the broadcast of American Football’s Superbowl. This was marketed as the ‘Shazamable Super Bowl’.

Viewers with the application could tag a move in the game and access live statistics, or use it to unlock immersive advertising experiences or qualify for competitions. Advertising partners included Pepsi, Disney and Anheuser-Busch.

Since the Superbowl, Shazam has been widely deployed across US TV, with content on some160 channels becoming Shazam enabled. Depending on what content is interacted with, the app produces a different experience – During Friends cast and crew info is displayed alongside gossip news, whereas Shazam-ing a sports match displays relevant fixtures, scores and statistics are displayed.

Shazam began as an app for tagging music: If you heard a song, you could open it up and it would tell you the song title and artist. It has more than 175 million global users and over the past year has turned its attention to TV tagging; enabling viewers to interact with content around TV ads and TV programmes.

Shazam for TV has now arrived in the UK. The company has recently partnered with ITV to offer advertisers the chance to have their 30 second spots Shazam-enabled. Viewers who have Shazam installed on their smartphones, currently more than 10 million in the UK, will be able to use the app to interact with the enabled adverts to enter competitions, get additional information about a brand or product, view additional special content or download free music.

In this year’s Britain’s Got Talent final, ads for Pepsi Max and Cadbury’s were Shazam-enabled as were some of the spots for Thinkbox’s Harvey and Rabbit TV ad.
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Ultra HD

Ultra HD

Ultra HD stands for ultra-high definition and is a prototype for a new digital video format also referred to as ultra high definition video (UHDV). Ultra HD is the proposed replacement for existing high definition television (HDTV).

The technology provides more than four times the resolution of 1080p HD at 3,840 × 2,160 pixels and therefore is sometimes referred to Quad-HD or 4k displays. This however, is not the highest resolution in the pipe-line: Super-Hi Vision is being developed by Japanese state broadcaster NHK, and this offers up to 16 times the quality of standard full-HD.

In the meantime, there are a small number of UltraHD sets available to consumers. Both LG and Sony have released 84-inch sets that can display this resolution. Whilst low-end sets can cost between £3,000, the top of the range models still cost over £20,000.

The BBC announced that in 2014 it is to run a select number of trials experimenting in the broadcast of ultra-high definition TV. This next generation of content quality offers nearly 4 times the picture sharpness of ordinary high definition video.

During the World Cup in Brazil, the BBC will look to transmit live UHD streams over a combination of terrestrial TV (Freeview) and the internet. However it will be broadcast only into BBC research facilities so will not be available to consumers that have recently purchased an UltraHD TV set.

Whilst there is no immediate impact for TV advertising, these developments are indicative of the enormous investment manufacturers and TV companies are putting into improving our viewing experience and will one day be an additional factor in magnetising viewers to the big screen in the living room. The BBC has announced their first commissioned content to be captured for 4K TV; Survival will offer ultra-HD coverage of the natural world. They also partnered with Sony at Wimbledon 2013 to capture some of the action in super-sharp resolution.
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Apps

Apps

Apps, short for applications, are small software programmes designed to do a specific task such as play a game, communicate with friends, watch video etc. They are available on a wide range of devices including smart phones, tablets, smart TVs, games consoles and Blu-Ray players. Their popularity, particularly on mobile devices, can be largely pinned to Apple’s acclaimed App Store and iOS operating system. Apple’s 70 billionth app was downloaded in April 2014.

Many apps exploit a devices internet connection to provide information or connect the user to a variety of services. In TV, by connecting a broadband connection into the back of a TV set or Blu-ray disk player, manufacturers can now enable customers to access a wide variety of apps that deliver content such as BBC iPlayer or Blinkbox, or information such via services such as Facebook.

These same apps are also being produced by brands and their agencies, to offer an interactive environment on either a mobile device or television. They can offer rich content, games, a browsing catalogue or a synchronised second-screen experience as well as performing a direct marketing role with the additional ability to collect and report back data.
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Connected Televisions

Connected Televisions

Connected Televisions, often referred to as Smart TVs and technically described as Internet Enabled TVs, are those screens which include a connection to the internet. This may be done either through an Ethernet cable or a wireless Wi-Fi link to a user’s home broadband service. Manufacturers such as Sony, Samsung and LG are using internet-connectivity to increase functionality of TVs to become more than just displays and broadcast receivers.

In most cases, the broadband internet connection is exploited by ‘apps’ integrated into the screen to deliver additional content or services. Device manufactures are emphasising their ability to bring more content to television sets through established services such as YouTube, BBC iPlayer, Netflix and LoveFilm. Also, service-apps allow users to access social media or perhaps become immersed in a branded advertising experience for M&S or RedBull.

So if you want to access the internet on your TV, connected TVs are an option. However, at the moment, games consoles – which effectively make TVs into connected TVs, offer more TV options, and are less expensive. Moreover, penetration of games consoles has steadily increased in the UK from 34% in 2008 to 55% in 2012 (an increase of 59% in 3 years, according to IPA Touchpoints and Ofcom data).

However, connected TV’s also offer the potential of a ‘return path’. This could eventually lead to an additional economic model for commercial TV based more on the transactional model found in e-commerce. However Thinkbox’s Tellyporting research (conducted by Decipher), found that people preferred to respond directly to TV ads on an internet-connected companion device (such as a smartphone, laptop or tablet). It seems you don’t need a connected TV to respond immediately to an ad, as the growing amount of two-screening shows.

Decipher believe there are around 8 million internet connectable sets in UK homes, however only a third see regular usage for video viewing.
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Digital Insert

Digital Insert

A digital insert enables an advertiser to ‘project’ an image, object or logo into a blank space in a video and is a useful route into product placement on TV.

Products can of course be physically placed, interacted with or mentioned during the production process. And once this has happened, content and brand are pretty much bound together wherever the programme is subsequently broadcast or streamed. This is the process of most placements to date. An alternative approach to this is virtual placement as pioneered by companies such as MirriAd, which partners with broadcasters and brand owners to place products digitally into existing media content. This enables one item of content to be associated with different brands across territories and at different times. It also allows placement to happen after production. Both approaches have their advantages.

Digital inserts can feature objects but are often deployed like a poster on the street, as if the poster existed within the content itself. For example, imagine all of the conventional outdoor advertising that exists in day to day life and then having the ability to alter and amend it within a piece of video i.e. serving a Ford Fiesta ad into a poster in the background of Coronation Street or advertising the latest Hollywood movie on a billboard in Hollyoaks. This gives advertisers significant flexibility in terms of campaign timing, and offers the ability to target individual audience segments.

Research from Thinkbox has shown that this type of advertising is more likely to work for large brands, since a viewer only gets to see the logo or brand image, it’s got to be one that they will recognise in an instant.
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ITV Player

ITV Player

ITV Player is ITV’s video on demand catch-up service for their broadcast TV content. It is available online, some pay-TV platforms, on mobile and tablets and on a selection on internet connected TVs and games consoles. It offers a mix of catch-up TV from ITV, ITV2, ITV3 and ITV4.

ITV offer a full 7-day catch-up service through ITV Player, which for a majority of programmes in extended to 30-days. All video is free to view, but is delivered with advertising content in the form of pre-, mid- and end-rolls. Currently these are clickable 30s/60s spot ads delivered around ITV programming. ITV have also introduced a range of new VOD formats including ‘Ad Explore’ (a rich media overlay that allows users to explore more about the advertiser’s product or service) and ‘Ad Play’ (which poses a multiple choice question about the product or brand).

ITV have introduced a pay portion of the Player which offers PPV rentals of archive ITV programming, and a monthly subscription for ad-free catch up on demand (Apple devices only). ITV have seen over 500,000 registered viewers for the Pay Player.

Online, in its Player apps and on Sky Go & Virgin Media TV Anywhere apps, ITV also offers simulcast streams of its broadcast channels. However, only in ITVs own services are they channels delivered through the ITV Player interface.

In the twelve months to July 2012 ITV delivered over 458m long form video views, an average of 38m each month.
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Microsoft Xbox 360

Microsoft Xbox 360

Microsoft’s Xbox 360 is the second-generation in the Xbox console series and has been available in the UK since 2005. In addition to gaming, with the use of a broadband internet connection, the Xbox 360 provides users with a selection of video and TV content streamed through a selection of apps.

The Xbox 360 offers a wide-range of gaming and media consumption features some of which require an Xbox Live Gold membership subscription of around £39.99 per annum. Users have access to video on demand via iPlayer, NOW TV, blinkbox, LoveFilm, Netflix, 4oD, Demand 5 and Sky TV Apps, amongst others. Live broadcast TV is also available to stream over the internet connection via Sky TV, however this requires an additional Sky subscription which costs from £15 per month.

Microsoft has also introduced advertising opportunities within its platform including video advertising around content with apps (organised by the app provider themselves e.g. Channel 4), menu based banner tiles and interactive brand experiences which make the most of the Xbox’s computing capabilities.

In the UK Decipher figures outline that 6.4m consoles have been purchased of which nearly 5m are connected to the internet.
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OLED TVs

OLED TVs

OLED stands for ‘organic light emitting diode’, an emerging flat panel display technology using a layer of organic material that is self-illuminating in response to an electrical current. When the first prototypes were revealed in 2008, Gizmodo declared them the Grim Reaper for LCD TVs, the current dominant flat-panel TV technology.

OLED screens can be found increasingly in TVs, mobile phones, computers and even display advertising boards. The first OLED TV available was Sony’s XEL-1; the 11-inch screen went on sale in the US in March of 2008 but many described this very early iteration as prohibitively expensive for its size, as it cost $2,500.

The screens consume less power, are much thinner and ultimately are likely to be cheaper than LCD and Plasma flat-panels. Some OLED TVs demoed over the past 12-months have been as thin as 0.85 mm. This is possible because OLEDs are self-illuminating and don’t require back lighting like current screens. For demos of Sony and Samsung OLED TVs click here and here

The use of OLED as a technology doesn’t end with TVs and mobile phone screens. Bendy and flexible OLED displays have been exhibited at trade shows that will be integrated into buildings, clothes and jewellery
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Shazam

Shazam

Shazam is an audio and music identification service based in London that can be used on mobile phones and tablet computers. Shazam claims its music identification app has over 175 million users, and sells-through to 200 million songs per year.

Shazam first launched in 2002 as a UK-only product. From a mobile, customers could dial ‘2580’ and pause to allow the phone to capture any music playing in the background and return the user a match from its database. More recently, Shazam became available as a free or low-cost application for some Android, Apple, Nokia, BlackBerry and Window’s Phone devices. On these devices, instead of sending a text of the music match, the response is shown on the screen.

In September 2011 Shazam announced its intentions to enter the world of TV by establishing relationships with broadcasters. Shazam has run interactivity around many broadcast events, most notably the US Superbowl, which featured interactive campaigns from a variety of brands.

In April 2012, ITV signed an exclusive deal with Shazam to become the only UK broadcaster to offer advertisers its functionality in TV spots. After scanning audio on the broadcast feed viewers can access additional information and content related to ads via a Shazam app. For example; additional videos, music downloads, offers or competitions. It was trialled during the final of Britains Got Talent and achieve engagement with 50,000 viewers during one 3 minute ad break.
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Sky Go

Sky Go

Sky Go is a web, mobile and tablet based TV service from Sky, delivered through a freely downloadable app. It combines a selection of broadcast and on demand content delivered either through a 3G or Wi-Fi internet connection. It is available to Sky TV customers (those with a subscription, set top box and dish) at no extra cost and viewable channels also reflect that subscription. Customers can then register up to two devices and watch content on both at the same time. The service is also available to non-Sky TV customers for £15-£40 per month and has a monthly user base of 2m.

Sky Go is accessible on iPads, iPhones, laptops or Xbox 360s and selected Android smart phones anywhere in the UK or Ireland. Sky have also announced the service will be coming to Playstation 4 devices in 2014. Currently it offers up to 62 live simulcast broadcast channels on PC, laptop or Xbox, and 60 live simulcast broadcast channels on mobile devices. Content includes Sky Atlantic and all Sky Sports channels, and a selection of around 500 on demand TV box sets and a library of movies.

In Spring 2013, Channel 4 broadcast channels were added to Sky Go, giving access to all broadcast content (in addition to some on demand catch-up) to Sky Go users. In June 2014, Sky also added ITV channels to the streaming service, giving customers even better access to the most popular channels in the UK.

Sky Go users can now upgrade, for an additional £5 per month, to Sky Go Extra. Customers can register 4 separate smart devices to their account in addition to downloaded on demand content onto their iPad for viewing without an internet connection. Advertising opportunities are currently limited to those featured in the broadcast stream; there is no on demand movies feature advertising and TV on demand yet. However, Sky has been testing its dynamic targeting system – Sky AdSmart – on the Sky Go platform.
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Virgin TiVo

Virgin TiVo

Virgin Media TV powered by TiVo, or simply “Virgin TiVo”, is a digital television recorder, in many ways similar to the Sky+ set-top box or the Virgin Media V+ Box. Currently, over 2 million Virgin TV subscribers have the TiVo service, which equates to 50% of Virgin’s TV homes.

In addition to technical features such as 3 broadcast TV tuners, a dedicated 10Mbps modem, backwards-scrolling electronic programme guide and recommendations, TiVo has introduced new opportunities for advertisers.

EPG Banner ads directing users to content have featured in the Virgin Menu TV system for a while and TiVo has introduced a graphically rich content-carousel to the menu. This has featured menu-based advertising for broadcast and on demand content in addition to products and services unrelated to TV content. Featured campaigns included Mercedes cars, Lloyds TSB, Honda and Eden’s HD channel. In all cases a clickable banner takes the viewer through to a short video clip before returning them to the menu.

Recently trials have been run for pop-up banner ads that appear when a user pauses TV on particular linear broadcast channels. First exploited by Tetley tea, with agency MediaVest, the ads are overlaid above the content time-bar; both broadcast programming or traditional linear advertising have new competition, whilst in pause mode.

Also, some brands have created a commercially-branded application within the 'Apps and Games' area. Examples that have appeared to date include HTC One, Harry Potter, Twilight and FX apps promoting the launch of products, films at the cinema or the arrival of content in the on demand area.
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TV On Demand

TV On Demand

TV On Demand (or TVoD), is the process by which a viewer watches TV content either streamed or downloaded via a TV set, PC or mobile device, independent of linear broadcast schedules.

On TV sets, TVoD is delivered via a set-top box or to another connected device such as a smart TV screen. The technology enables TV platform providers to offer TV and movie rental services, where a customer can either access content on a pay per view basis, or pay a monthly subscription charge. In TV terms, there are two types of on-demand: Push TVoD (used by Sky Anytime and Top Up TV) and Pull TVoD (used by Sky Anytime+, Virgin Media and BT Vision).

Over the past 3 years consumers have also been able to access on-demand TV via the internet through either a web browser or a dedicated application. Services such as BBC iPlayer, ITV Player, 4OD, Sky Go, Lovefilm and Blinkbox all use the web and apps to deliver their pull-TVoD services.

Ofcom states that over 40% of households with internet access watched catch-up TV, a type of TVoD, as of July 2013.
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YouView

YouView

YouView is a subscription-free TV platform which produces a web-connected set top box containing free-to-air content. A YouView box can simply be purchased from a range of electronics retailers in much the same way as Freeview has been sold. Alternatively, buyers can be given a subsidised box when signing up to a broadband internet subscription with either BT or TalkTalk. Boxes associated with these services also offer a larger range of broadcast and on demand content, delivered by broadband into the set top box.

Since its launch in July 2012, it has become available not only through consumer electronics retailers, but via BT and TalkTalk as part of a broadband subscription. There are currently around 1.5m YouView homes – though both BT and TalkTalk are substantially growing their base of subscribers.

YouView is a joint initiative between the BBC, ITV, Channel 4, BT, TalkTalk and Arqiva. The core focus is in creating a standard technical and creative standard for on demand TV delivered over a broadband connection.

In other words, YouView brings much of the on demand content currently being viewed on a computer to the main TV screen and provide a standardised simple user interface. YouView boxes are essentially a Freeview box combined with the new specification for TV on demand (TVOD).

The majority of content is free to view including both broadcast TV channels and on demand from iPlayer, ITV Player, 4oD, Demand 5 and UKTV’s Dave, Really and Yesterday channels. In addition to this free content, a range of pay-per-view and subscription content is available from third parties including NOW TV and Sky Store from Sky or as part of the contract with BT or TalkTalk.. The open specification of a YouView box enables any channel or content owner to build an app or on-demand service that will run on YouView devices.
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Million Pound Drop TV App

Million Pound Drop TV App

The popular Channel 4 TV show Million Pound Drop offers viewers the chance to become part of the game experience by playing along online. This web browser-based feature is only available during the live broadcast of the show, with performance statistics of online players appearing on screen and being reported live, in-show, by presenter Davina McCall. In June 2012, Channel 4 released an app-based version of the same game for Apple iOS devices. This will be expanded to Android devices soon.

This play-along feature offers opportunities to advertisers in two ways. First of all, the fact that the game can only be played whilst the show is broadcast encourages viewers to watch Million Pound Drop – and its ad breaks - live rather than waiting to view it on Catch Up or as a recorded programme. The second opportunity for advertisers could be in the area of product placement: given the online interactivity and the show’s focus on questions surrounding current events, there may be room to incorporate brands into the questions themselves, both increasing awareness and driving traffic to a website.
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EPG

EPG

The electronic programme guide (EPG) is the menu system of a digital TV service. It displays information about schedules via the user’s TV screen, where, using a remote control, they can browse programmes, view information about a show, and set recordings if they have a Digital TV Recorder (DTR).

Virgin Media has incorporated advertising into its EPG, with banners located at the bottom of the screen or alongside the selected programme. Virgin has also inserted video clips of show reels whilst the viewer browses. Decipher research with consumers reveals that - providing these are relevant and promoting available broadcast or on demand content - viewers are not annoyed or confused by them.

Banner ads are currently the dominant advertising format in EPGs. However, compared to their online counterparts, they are not yet as advanced in terms of functionality or interactivity and are, for now, integrated into the EPG and not dynamically served. EPG banner ads can link through or act as signposts to other parts of the EPG. Such ads also feature in some Connected TVs.
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Fetch TV

Fetch TV

Fetch TV launched in November 2008 as an ‘over the top’ digital TV service - it combines Freeview with streamed content over a home broadband connection. The service is subscription-free and offers users access to a variety of content delivered to the TV over the airways and via the web.

The Fetch TV SmartBox includes a DTR, capable of storing up to 80-160 hours of programmes on its hard disk or even more on a USB flash drive.

The service offered by Fetch TV is broadly similar to that offered by BT and TalkTalk, but is subscription-free. The box offers standard Freeview channels delivered to the box over an aerial in the home. Fetch also includes a significant amount of on-demand content such as movies, with the content provided to users via the broadband connection. This connection also offers users access to two additional catch-up TV services in the form of BBC’s iPlayer and Sky TV through a Sky Go app.

Fetch TV has included the functionality to place banner-ads into its menus, prominently featured at the top of the programme listing. Currently these advertise content within Fetch’s own on-demand area, normally movies..
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Freesat

Freesat

Freesat is the free-to-air digital satellite television service owned and managed by the BBC and ITV. It is a satellite-based alternative to the terrestrial ‘Freeview’ service operated by the same partners. It also has offers 10 HD channels and more recently services delivered over broadband, such as the BBC iPlayer and ITV Player.

Freesat began broadcasting on May 26th 2008 and has around 1.7m households using the service (an additional 700,000 have Freesat from Sky) with around 80% being HD homes.

In August 2012, they launched their next generation service branded <freetime>. Remaining subscription-free, it includes the integration of catch-up TV, a backwards-scrolling programme guide and a Freesat curated Showcase promotional area. On Demand TV comes from BBC iPlayer, ITV Player, 4OD, Demand 5, Curzon Home Cinema and YouTube.





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Freeview

Freeview

Freeview is a free to air (FTA) digital television service that broadcasts around 50 channels across the UK. It was conceived by a consortium of stakeholders including the BBC, ITV, Channel 4 and BSkyB. It is intended to offer free-to-air multichannel TV for a one-off purchase of a set top box. Freeview has also begun to offer a selection of HD channels. In November 2012, it celebrates its 10th birthday, and has become the platform of choice for around 11m UK homes.

Freeview is one of the largest TV platforms in the UK, and Ofcom estimates that 38% of UK households use it on their primary TV set. When expanded to include all homes which have Freeview of at least one set, Ofcom state this figure rises to over 70%.

Often referred to as digital terrestrial television or DTT, Freeview is broadcast over the same ground-based transmitters that were used to send analogue TV signals around the country. In order to watch Freeview channels a viewer must purchase a digital set top box and connect it to their TV, or purchase a TV set with an integrated digital tuner, known as an IDTV. All boxes offer the same linear channels but the most premium priced models may also incorporate large DTRs as well as DVD/Blu-Ray players.
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HD

HD

High Definition TV (HDTV) is a broadcast TV technology that produces pictures at a much greater resolution than that of standard definition TV (SDTV). Whilst users may have an HD TV, they also need the source to be high definition in order to view HD content; this could be a broadcast channel or on demand content.

As of July 2012, around 70% of UK homes have at least one HD ready set (Ofcom). The largest selection of HD channels can be found on Sky with over 70 broadcast channels available. There is a smaller selection of around 50 HD channels available on Virgin, whilst Freeview and Freesat allow access to 11 and 10 HD channels respectively. Sky, Virgin and BT Vision, as well as many online streaming services such as Netflix and Amazon Instant Video, offer video on demand in HD.

HD is an exciting phenomenon and one UK advertisers should welcome, with research from the US showing that there is around 8% more engagement with TV advertising when shown in HD. Creative opportunities also widen with spectacular and impressive content being brought into viewers’ living rooms. Currently ads on HD TV are not high definition themselves as they are served from elsewhere.
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Remote Apps

Remote Apps

Remote Apps are small software programmes downloaded to smartphones or tablet computers which allow the device to act as a remote control for a TV, set-top-box or other connected device. Using connectivity standards offered by Bluetooth, DLNA or Apple’s Airplay, the apps assume the standard controls of a TV remote but can also add functionality such as a QWERTY keyboard and more intuitive touch controls.

A current example is offered by Apple TV which can connect the box to an iPhone, iPod Touch or iPad running the downloaded app. Whilst basic navigation merely migrates from buttons to a touch-pad, the app brings in a keyboard to make searching far easier on Apple's download stores or the AppleTV-based YouTube function.

Similar remote apps are also available for Samsung, LG and Sony TVs with more device manufacturers looking to bring the functionality to their devices. Third-party providers, such as Zeebox, can also provide universally compatible apps with complex additional functions of which the remote control is one element.
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Served Advertising

Served Advertising

Served ads are a means of dynamically inserting ads into spots during linear broadcast or on-demand programming. These ads are ‘served’ or targeted on the basis of data stored on the platform’s digital television recorder (DTR). This means different content and offers can be targeted at different households based on the demographic and potentially the behaviour-based data held on the DTR. However, the platforms cannot report back who or how many people in the room watched an ad, just the number of boxes that served an ad. Virgin (on-demand) and Sky (broadcast) have built their respective AdPulse and AdSmart systems to offer this function.

By using behavioural or TV usage data, platforms or broadcasters could employ frequency capping and simple copy rotation with on-demand programmes. Later, by using data captured by the platform though subscription data and platform touch points, more specific targeting by product ownership or existing advertiser relationships could be used.
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Sky TV on Demand

Sky TV on Demand

Sky’s broadband-delivered, on-demand service has been available since the beginning of 2011 operating under its former brand name of Sky Anytime+. It adds the ability to access 'pull' Video on Demand content into the home rather than relying on Sky's former ‘push’ only ‘Anytime’ service which relied on satellite delivery. Currently over 5.5m Sky homes have a broadband-connected box, with Sky adding around 50,000 homes a week to that total.

Sky released a significant update to the service in September 2012, and added 7-day catch-up to the largely catalogue-based library. This expands the service to included recently broadcast content from the BBC, ITV Channel 4 and Channel 5. Each broadcaster has a customised area in the Sky menu which reflects their brand’s colour scheme and includes official logos and accompanying thumbnails for content. We have begun to see the introduction of pre and mid-roll advertising within Channel 4 and 5 content; this is being sold by the sales teams at each broadcaster. Overall, Sky offers over 7,000 hrs of on-demand video.

Sky has used a system of progressive download which guarantees a quality of experience when viewing the programme – there will be no pauses to buffer or reconnect. After a few seconds of download, the content is ready and continues to load whilst the pre-loaded portion begins to play.

Sky has plans to further increase video on demand advertising to the service and, with the addition of a broadband connection to the Sky platform, the opportunity for dynamic ad insertion becomes a possibility. With a wide range of exclusive box set and movie programming, this becomes a desirable destination for advertising. The ability for Sky to deliver EPG ads is also an option.



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Sky +

Sky +

Sky+ is the digital television recorder (DTR) service produced and marketed by Sky. It enables its users to pause, rewind and record live TV channels.

The current Sky+ box is available in two storage sizes, a 250GB or 2TB (terabyte) capacity. The proliferation of HD content has seen Sky expand the storage of its set top boxes for personal use, although a portion is reserved for use by Sky for the Anytime TV service, which still features in the On Demand section under the ‘Showcase’ area. The Sky+ box also has two tuners, which means a user can record one channel while watching another. To access recorded programmes, a user must navigate to an area on the Sky EPG known as the ‘Planner’. There they can review their recorded content library, as well as see any programmes that are set to record in the future.

Of the 10.5m reported Sky TV homes, over 8m have a Sky+ box (Sky, 2013).
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T-Commerce (Television Commerce)

T-Commerce (Television Commerce)

T-commerce describes e-commerce undertaken using digital television. It is being driven by the increasing level of internet-connected devices in the home.

Products can be presented in three ways. Firstly, there may be a colour-button prompt or shortcut key presented to the user. Pressing this will take the user into a menu system and present a catalogue of products. Secondly there may be an interactive ad featuring a call to action where the user is prompted to purchase the featured item. Thirdly, a companion app on a second screen device such as a tablet can make transactions synchronised with broadcast, but not necessarily on the TV screen – Beamly and Shazam are currently experimenting with this outcome.

T-commerce experiences capture viewers at their point of passion, enabling them to instantly make a purchase with their remote controls. It allows advertisers and platforms to present offers when consumers are most likely to make purchases.

Rovi, the leading provider of programme guides, has developed its own T-commerce technology and signed up major networks including NBC and Fox. Samsung, Sony, and others plan to offer similar services on their Web-connected TVs.
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Web TV

Web TV

Web TV is best described in comparison to IPTV (internet protocol TV). IPTV services include services like BT Vision, while web-based TV services include ITV Player, BBC iPlayer, YouView and YouTube.

The difference refers to the method of distribution each service uses which can affect the viewing experience. In order to distribute content, platforms and broadcasters have the option to use publically owned web-based standards (i.e. HTTP), or they can build their own proprietary systems. Those who have chosen to use HTTP are classified as Web TV services, while those who have developed a solution of their own are classed as an IPTV service.

Whilst accessing content via Web TV is far simpler for platform providers and involves lower cost to both developers and users - essentially the set top box or device displays the 4OD or ITV Player website for example - it also can suffer from the problems of general web access, such as bottlenecking of speed at peak times and lower quality if the broadband connection is poor. A proprietary or IPTV solution improves image quality and decreases the risk of a slow service when lots of people attempt to retrieve the same TV program, but at a greater cost.
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Digital Television Recorder (DTR)

Digital Television Recorder (DTR)

A Digital Television Recorder is a set top box that incorporates a hard disk recording system, enabling the user to pause, rewind and record live TV programmes. The user is often also able to set the DTR to record every episode in a series and, if the DTR has two receivers, watch one programme whilst they record another. They are also known as DVRs (digital video recorders) or PVRs (personal video recorders)

Sky+ is arguably the most widely known DTR system in the UK, with over 8m homes. However, other platforms such as Virgin Media, TiVo, BT Vision, Top-Up TV and YouView all now offer DTR solutions. There are also Free-TV devices on the market that provide DTR functionality such as Freeview and Freesat. Ofcom reports that over 67% of UK households have a DTR product.

Innovative products from companies such as Boxee (US) are looking at the possibility of moving DTRs to the cloud and allowing users to store their recordings online, rather than on the set-top-box in the living room. This allows for unlimited storage capacity and the ability to access a library from any location, via an internet connection.

Despite prophets of doom predicting that DTRs might threaten ad break (with people speed-watching through them), that’s not what has actually happened. People with DTRs actually watch more commercial television and more ads than before they had one because they get the technology to have more control over TV, not to skip ads. This is underlined by the fact that there is no difference in DTR use on BBC channels in comparison to their commercial equivalents although DTRs gives the viewers much more control to time-shift their viewing all the evidence shows that linear TV will remain very strong as people prefer to watch TV at the same time and in the company of others.
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Burnt-in Ads

Burnt-in Ads

Burnt-in advertisements are those which are inserted and coded into on-demand content by the broadcaster, before it is sent to the platform. This is an alternative method of TVoD advertising from that provided by "served" advertising. There is less flexibility in using burnt-in ads due to the inability to change them once coded. However, not having to build the infrastructure and employ teams to insert ads, as with served advertising, means that cost and time is reduced when creating TVOD content.

Currently, some Channel 4 catch-up programming distributed via Virgin Media employs the use of burnt-in ads. For example, Hollyoaks programme sponsors Nikon have their short pre-roll ad burnt into the programme so that regardless of how the user accesses the content through Virgin Media they will see the same Nikon clips.
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Branded Video Players

Branded Video Players

Branded players, channels and pages are where an advertiser takes over all or part of a designated space on a third party site. This ranges from a branded online TV player to a ‘channel’ devoted entirely to the advertiser. YouTube has implemented this successfully by giving both Channel 4 and Five their own branded content areas.
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BT TV

BT TV

BT’s subscription TV service, formerly known as BT Vision, is essentially a Freeview box with a BT broadband connection. By plugging the Vision+ set top box into a TV aerial it’s possible to watch all the linear channels through Freeview, and by plugging an Ethernet cable into the box it possible to watch a selection of on demand content and since January 2013, a selection of additional broadcast channels. It offers a selection of on demand content under a number of categories including both catch-up TV and movies. As well as offering their own Vision+ set top box, BT homes can also use a YouView set top box to access the service. In total, the BT TV serves a little over 1m customers.

BT are planning to expand their content offering over the course of 2014, and begin to deliver an increasing number of commercial broadcast channels and more on demand content via their broadband connection. This includes their premium BT Sports channel which has begun delivering live Premier League games, as well as many other sports, since August 2013.BT doesn’t currently sell ads around any of its on demand content but do offer the ability to include programme sponsorship stings before on-demand programming.

BT TV on demand and linear TV content is also available on YouView boxes which are connected to BT broadband and have an active BT Vision subscription. BT are currently offering either YouView or their Vision+ box to new TV subscribers; the differential currently applies to whether users have BT Infinity fibre broadband and want BT Sports; if they have no Infinity access, BT Sports is only available to non-YouView BT Vision+ boxes.
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BBC iPlayer

BBC iPlayer

The iPlayer is the BBC’s cross platform TV on demand brand. It is available across a range of platforms and devices, including phones, tablets, PC/Mac, and Sky, Virgin and YouView platforms. As a minimum the iPlayer carries 7 day catch up for the BBC's TV programmes. On selected platforms and devices the iPlayer also offers 'series stacking' - where a selected number of programmes are available for the duration a series is broadcast. HD streaming, HD and SD downloads as well as radio programming is also available.


iPlayer delivered almost 3 billion TV and radio streams in 2013. Its performance in March 2014 was the strongest ever month for iPlayer usage and received 320m requests for TV and radio programming (248m for TV alone). Due to it being a BBC property, there are no commercial opportunities on the service.
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Apple TV

Apple TV

Apple TV is a digital media receiver manufactured and sold by Apple. It is a small form factor network device designed to play digital content on a television screen. Think of it as a box which connects to Apple’s iTunes store and becomes an iPod for your TV. It can access content directly from Apple or stream content over a home's broadband network from a computer with a content library. It accesses pay-content primarily from the iTunes Store but also from Netflix and YouTube.

An increasing number of TV channels and studios are distributing their content through iTunes. Currently the BBC (Worldwide), Channel 4, Sky, ABC, Disney and Discovery, for example, all offer pay content through Apple TV. Free content on Apple TV is limited to YouTube and a selection of podcasts. Advertising opportunities within Apple TV are limited; there are no display advertising opportunities and all content is ad-free. However, if Apple decided to offer ad-funded content, they would have the opportunity to offer a targeted product based on its user databases.

Some commentators predict Apple will incorporate the product into its own-branded TV in the next 12 months, but this has not yet been confirmed by Apple.
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Pre/Mid/Post-Roll Ads

Pre/Mid/Post-Roll Ads

Nearly all ad-supported, online TV content comes with pre, mid and/or post rolls. These are ads placed before, in the middle and at the end of a show, much in the way broadcast spots are. There are clear benefits to advertisers and agencies alike in this sort arrangement, as spot ads can be deployed during playback on a Web TV site or IPTV service without having to significantly repurpose them although some synergy between the ad and content is advisable. Because there are often only one or two ads in the pre-roll, there is a certain amount of exclusivity and the ads are more akin to sponsorship.

Research carried out by Thinkbox concluded that consumers found these types of online TV advertising more noticeable: it fitted with their expectation of online TV and they understood and appreciated the commercial contract.

Sky has explored releasing a combination of linked pre-and post-roll advertising around its Sky Anytime TVOD service where the pre-roll acts as a form of call to action to alert viewers to the presence of a longer-form post-roll which plays after their show. An example of this was used with the Sony Bravia ‘Paint’ ad.
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Google TV

Google TV

In 2012, Google launched a UK-version of their Google TV which had previously only been available in the US. Devices built currently by Sony and eventually others contain the software and interface.

First announced in May 2010, Google TV is an initiative to bring Google’s search service and full web-browsing capability onto the television. Described as uniting live television and the web, the service intends to allow users to aggregate both TV and video content from the web with their traditional pay or free set-top-box service.

In practice, Google encourages users to search for a specific piece of content and results will be found not only from the current broadcast schedule, but also from catch-up on-demand content, archived series, user-recorded programmes and related video content from web services such as YouTube, LoveFilm and web TV Players. Additionally, its Chrome browser will be able to assume control and visit and any website the user would normally be able to access on their PC, but via the television.

For advertisers, Google TV only supports in-browser online advertising plus some advertising which comes within a few of the available apps. Most advertising will remain the responsibility of the broadcaster or application producers whose app/web-site is being viewed.

Decipher believe Google TV will likely be phased out by Google, to be replaced by their new low cost streaming dongle Google Chromecast and recently announced Android TV initiative.
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NOW TV from Sky

NOW TV from Sky

NOW TV, powered by Sky, is a service from BSkyB that provides users with instant access to some of their most popular content. It’s been developed to allow the company to meet the needs and preferences of different customer segments more effectively.

Designed to compete against services from Amazon, Netflix and Blinkbox, Now TV offers a £15 monthly pass for the Sky Movies catalog of on archive demand movies and access to live streamed channels. It is designed to be operated alongside the company’s subscription satellite Pay-TV service but to focus on commitment-free behavior. Responding to the explosion of connected devices, it is currently available on PC’s, laptops Android and Apple iOS smart devices, Xbox 360, Playstation 3 and YouView set top boxes. In May 2014, Sky announced they would be bringing NowTV to Playstation 4 games consoles.


At launch in July 2012, the content available on Now TV was based around movies. However, as of March 2013, this has expanded to include live sports content, from Sky Sports. Users pay £9.99 for a one-day (24hr) pass to all Sky Sports broadcast channels including Sky Sports 1-4, Sky Sports News and Sky Sports F1. It is planning to expand NOW to include entertainment content from channels including Sky1, Sky Living and Sky Atlantic later in the year.

There is no minimum contract, so customers will be able to choose from a variety of pricing options, which include unlimited access to Sky Movies at a cost of £15 a month.

Broadcast spots featured in the linear broadcast stream of Sky Movies channels will also be seen by the NOW TV audience accessing through PC or laptops. There is currently no advertising around on demand content on NOW TV. However, as users require a log-in and Sky ID, at some point in the future, there may be the opportunity to introduce targeting into NOW TV, using Sky’s AdSmart technology.
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Sky+ App

Sky+ App

In August 2012, Sky updated their Sky+ app to allow TV customers to transform their iPad, or other Apple iOS devices, into a touch-screen remote control for their set top box. It has since been made available for customers with a device running Google’s Android software.

The original ‘Sky+’ application (previously known as Remote Record) gave customers the ability to browse linear broadcast listings and set up remote recordings for programming to be stored on their Sky+ box (a branded Digital Television Recorder). The listing grid remains, but users can now select programming and their box will tune to that channel. Also, Sky have integrated full ‘transport controls’ into the app meaning users can pause, play, fast forward and rewind their content from the app with a tap or swipe gesture.

Alongside this, the update allows Sky customers to see what’s stored on their Sky+ planner and make changes without interrupting their TV viewing. They can also select a recorded programme to watch immediately. Furthermore, Sky allows their customers to browse the entire On Demand catalogue (with the exception of BBC iPlayer listings, before starting playback on their box and main TV screen. There is no ability to view content within the Sky+ remote app.

An update (September 2012) has integrated ‘Zeebox’ second screen functionality into the app (now known as Beamly). Users can now ‘Discover More’ when tapping on their favourite show to plug into social media via integrated Twitter feeds, click on synchronous links to related information and enjoy bonus content specifically created around their favourite Sky shows.

There are currently no additional advertising opportunities to take advantage of in the app. However Sky Media have the exclusive rights to sell advertising in Beamly and this will also apply to Sky’s own app. Contextual synchronous advertising experiences are likely to launch, and with the inclusion of user log-in to the Sky app (using a SkyID) new levels of targeting are possible.
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VOD advertising innovations

VOD advertising innovations

Channel 4 has developed a suite of four enhanced video ad formats to drive audience interactivity on 4oD’s catch-up player; Ad Pause, Ad Extend, Ad Link and Ad Mix

Ad Pause works like this. Each time a viewer presses ‘pause’ in the player, an advertiser's moving or static ad will fill the player and remain on screen until the user resumes play or exits. This is currently being used by Tetley Tea in a campaign planned by MediaVest; using the idea that having a break is great for a cup of tea, Tetley are featured every time the content is paused by the user – a clever use of the format.

Ad Extend enables advertisers to showcase longer length ads. During an ad of up to 40 seconds, a button remains over the video offering viewers the chance to view the full length ad without leaving the 4oD player. For example, users could click to watch a longer movie trailers, an epic version of an ad or other content.

Ad Link allows advertisers to make their pre-roll ads interactive through a toolbar offering viewers a range of calls to action including: Contact Us; Facebook; Twitter; Find your local store; Share with friends; and Buy now.

Ad Mix provides advertisers with the options of combining any of Channel 4's 4oD enhanced video ad formats or creating something completely new, tailored to the client's needs.
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Freesat <freetime>

Freesat

<freetime> is a brand new menu and programme guide for Freesat+ set top boxes; one that overhauls the entire look of the Freesat services menu and brings a selection of smart features to the platform.

The key development is the inclusion of catch-up TV from BBC iPlayer, ITV Player and 4oD with Demand 5 launching later in 2013. YouTube is also available as an app on the service. A backward scrolling electronic programming guide - of a similar kind to that seen on YouView or Virgin Media TiVo boxes - provides an intuitive link between the broadcast and on-demand content.

The service also offers users an editorialised Showcase section with recommended viewing for tonight, the coming week and on demand. Connecting the box to home broadband will power the backward TV guide, give access to On Demand and the full Showcase.

With the commercial broadcasters offering pre- and mid-roll advertising around their shows, the <freetime> service extends the opportunities for brands around quality catch-up programming.
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Freeview HD Box

Freeview HD Box

A number of Digital Television Recorders (DTRs) can be controlled by ‘second screen devices’ such as tablets, but some are now utilising wireless media streaming to take our viewing options into new places.

View 21 is one such device. It’s a Freeview HD receiver that includes digital television recorder (DTR) functionality, some catch up services and social media apps, and comes with a downloadable app that enables the user to control the menu and electronic programme guide (EPG) using their companion device (such as Apple’s iPhone or iPad) rather than the remote control. The app also has a remote record function for setting the DTR on the move. Any saved content can be streamed from the set top box to watch on other devices, this effectively means that the boxes can enable one person to watch one channel on the TV whilst another simultaneously watches another channel or recorded content on an iPad or iPhone. Facilitated by a home Wi-Fi network, consumption can be moved around the home and allow viewing from one set-top-box to occur in multiple rooms.
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Cloud DTRs

Cloud DTRs

Digital Television Recorders are, for many people, an essential aid to TV viewing, allowing us to record and store broadcast, and sometimes on demand, TV content. Ofcom reports that over 65% of UK households have a DTR product. Cloud, or network-based DTRs are an evolutionary development of this familiar piece of kit, one which moves the storage of recorded programming away from a set top box in our living rooms and into a remote location accessed via an internet connection.

Whilst not currently available in the UK, some European and US TV providers offer the service. BoxeeTV (US), Aereo (US), SwissCom (Switzerland), KPN (Netherlands) all offer versions for which they change a monthly subscription.

There is obviously a good deal of work to be done on infrastructure here in the UK to make this broadly adopted, but this sort of development does have some interesting potential advantages

Firstly, would be the ability to significantly expand the amount of storage. Currently, the largest commercially available DTR in the UK is Sky+ which offers up a 2TB set top box, which is good, but still places a limit on the size of library. Conceivably, cloud DTRs can offer unlimited storage and mean never needing to delete a recording. Secondly, they allow users to access their library of recorded TV from any location, providing they have an internet connection.
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YouView App

YouView App

The YouView Remote Record app is available for Apple iOS and Google Android devices, and allows users to set recordings for their DTR (Digital Television Recorder) over the internet.

The app is built as an EPG that allows viewing of listings across YouView’s 70 channels. Viewers can scroll back in time, a key feature of main programme guide in YouView, and set recordings for the future. Each programme can be selected, with extra information and imagery displayed, before users choose to set a recording or not.

Users can connect up to five devices with each YouView set top box, so an entire household can use the DTR to time-shift their favourite shows.

YouView CEO Richard Halton announced this was only the first step in YouView’s second screen ambitions: "We plan to extend the functionality of this app as part of our on-going development of the YouView proposition."

There is currently no advertising associated directly with the YouView app itself. However, broadcast spots are delivered as you would expect into the main set top box, and on-demand advertising is delivered via the commercial broadcast partners’ catch-up apps.
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Virgin TV Anywhere

Virgin TV Anywhere

Cable provider Virgin Media have launched a new ‘cloud-based' entertainment service exclusively for Virgin TV customers giving them the flexibility to enjoy their favourite TV content on computers, laptops, tablets and smartphones. The service comes with the ability to stream over 70 channels of live TV and 4,000 hours of on-demand TV, depending on a customer's TV package and method of access. Recently Virgin have expanded the service to include live TV from all the major UK commercial broadcasters including full digital channel bouquets from ITV, Channel 4 and Five in addition to some UKTV channels (including Eden and Gold).

There is also an iPad, iPhone and iPod application which contains programme guide and live linear viewing (of around 60 channels), as well as remote control functions and the ability to manage recordings at home or away, including scheduling recordings and deleting shows. The visually rich interface also contains the ability to link Facebook and Twitter accounts to share recommendations with friends.

Android support is said to be following in 2013, and will offer the same functionality offered on the current iPad application.

Currently, there are no additional advertising opportunities in the App, or online, and Virgin are yet to announce whether they will include programme guide display advertising similar to within TiVo.
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ITV AdSync

ITV AdSync

Adsync provides a synchronised second screen experience for broadcast advertisers around big ITV entertainment shows. Launched at the end of 2012, it addresses the fact that audiences increasingly have an internet-connected companion device, such as a smart phone or tablet, with them whilst they watch TV on the main screen and are more likely to stay for the ad break when multi-screening (source: Thinkbox Screenlife 1 research).

AdSync operates as part of a broader programme application, such as The X Factor 2012 app, and works by automatically starting an interactive ‘play-along’ area in the app when a commercial spot begins. Additional advertiser content is then pushed to the viewer, into the app, as they watch the broadcast ad. This content remains for the whole of the break (even after the spot is finished) before returning the user to the play function once the show resumes. Should the user choose to engage with the content, they will remain there as long as they choose without being snapped back into the app. Because of the way AdSync is served on a carousel of pages, each page can take the user to different content such as a YouTube page, an offer or a competition.

ITV have run trials with brands such as Rimmel, Cravendale, Tesco and Samsung and intend to include the format in all forthcoming second screen programme apps they produce. Across these advertisers they’ve seen high engagement and click­through rates with active engagement topping 38% with the average click­through rate at 8.75%.

Interestingly ITV found that dual­screen advertising (when viewers have seen both the broadcast and Ad Sync ad together) drives stronger follow-on actions, in particular for brand investigation (up from 35% to 49%) and word­of­mouth. Brand consideration (up from 21% to 40%), and subsequently purchase intent (up from 68% to 84%), were also strengthened as a result of dual­screen exposure.
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UKTV On Demand online

UKTV On Demand online



Over the past 18 months, UKTV have been expanding the availability of on demand content from their channels through the TV landscape. As well as being available through most pay TV platforms, such as Sky, Virgin Media and BT, viewers can also visit the UKTV website or apps in order to view recent content from their broadcast channels and archive programming.



In October 2012, UKTV launched online versions of their Really, Yesterday and Dave on demand channels which in 2013 were also accessible via mobile apps. Available on each channel’s respective website, the services bring full length, advertising supported, episodes of programming to the expansive programme discovery resources already online. Content is currently supported by a series of pre- and mid-roll advertising spots.



UKTV announced in June 2014 that they will be amalgamating all separate sites under a central UKTV Play on demand service.
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Wii U

Wii U

The Wii U is a video game console from Nintendo and the successor to the Wii and was released in November 2012.

It is the first Nintendo console to support high-definition graphics, capable of producing video output up to 1080p (the same quality as Blu-ray disks), a great experience for watching content.

Interestingly the Wii U's GamePad controller is a touch screen that most closely resembles a tablet computer. The touch screen is used as a companion to the main TV to provide a two-screen gaming, or viewing, experience.

Unlike the previous Wii, which proved very popular with UK audiences, the Wii U has a strong commitment to providing multi-media content rather than focussing on gaming. Aggregated as ‘Nintendo TVii’ , users can access a series of internet connected applications providing access to services such as LoveFilm over their broadband connection.

Whilst viewing content, users can use the GamePad screen as a companion device to get supplementary information on the show they are watching. This information is received from Wikipedia, IMDb, Rotten Tomatoes amongst others.

Nintendo offer no commercial opportunities such as banner advertising, and there are currently no commercial broadcast video on demand apps available in the UK. However, Nintendo have outlined their expectation to offer more apps in the future in addition to a broadcast receiver and digital television recorder, providing multiple channels on both the big screen and second screen GamePad to distribute advertising content.
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Tesco Clubcard TV

Tesco Clubcard TV

Clubcard TV is an online on demand TV services operated by supermarket retailer Tesco. It offers both TV – through deals it has with both ITV, for classic shows and BBC Worldwide - and movie content supplied by companies such as Aardman and Warner Bros. Content is available through the Clubcard TV website and accessible from PC and Macs.

Launched as an extension of the existing pay-per-view and video purchase site Blinkbox, Clubcard TV is instead free to use for all Tesco Clubcard holders. The service is commercially supported by advertising that comes in the form of pre-, mid-, and end-roll spots; advertising executions generally last between 20 and 60 seconds with an average of 3 appearing in each break .

Tesco are utilising retail shopping data captured on loyalty cards to shape content recommendations and target advertising. Customers also have an opportunity to shape Clubcard TV by providing feedback both on content and additional features they would like to see added.

In addition to buying spot ads around on demand content, brands have the ability to sponsor whole parts of the service. For example, energy provider Eon has recently sponsored Bank Holiday Family Movies, a collection of on-demand movies curated by Tesco. The advertiser receives pre-roll advertising and banners surrounding the video playback window.

Tesco currently have some 16 million Clubcard holders, however the total number of Clubcard TV users is not in the public domain.
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BT Sport App

BT Sport App

Launched on August 1st 2013, ‘BT Sport’ is BT’s broadcast brand for premium sports content. It’s a subscription, broadcast and on-demand service, available on multiple platforms and devices that also includes advertising.

At launch, BT offers two new channels (BT Sport 1 and 2) in addition to a re-organised ESPN which they acquired in February 2013. BT Sports channels are available through BT Vision, YouView boxes from BT, Sky TV, Virgin Media TV and online delivered over broadband to the BT Sport website and via an app for mobile and tablets.

The BT Sport App for Google Android and Apple iOS subscribers from all platforms the ability to stream sport content away from the main living room TV, but will also offer those without these set top boxes the ability to view the premium sport content. In April 2014, they activated the ability to ‘cast’ video contetnt from a mobile device to the big screen TV using Google’s Chromecast dongle.

Advertisers have the opportunity to buy ad-spots across BT’s linear schedule of premium content. All advertising is being sold by Channel 4 Sales on BT’s behalf: the sales house was confirmed as partner in May 2013.

Sport content available to audiences includes Premier League football, Premiership rugby, European football (with exclusive Champions League coverage from 2015), MotoGP biking, Women’s WTA tennis, Australian ‘A’ league soccer and action sports from Red Bull Media House.



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Microsoft Xbox One

Microsoft Xbox One

The Xbox One is the third-generation device in the Xbox games console device operated by Microsoft. Officially announced in May 2013, the device is a high-definition, high-specification broadband connected box that, in addition to supporting high powered games, will connect to and record live TV, play films and TV shows, play Blu-ray discs and facilitate other online activity like video calls social networking.

A key component in the Xbox One will be an evolved version of Microsoft’s gesture and voice control system powered by Kinect. Users will be able to control games, menus, video and audio content using body gestures and intuitive voice commands. This second Kinect sensor bar accessory, included with the Xbox One, is now so sophisticated that it can measure pulse rates of users and even work in dark rooms.

Importantly for advertisers, Microsoft have emphasised the video and TV abilities of the device which can now receive, display and record live TV, in addition to supporting the on demand TV applications from broadcasters and content providers. This means the devices will operate in a similar way to a traditional set top box and TV platform, aggregating content and showing it on the TV at home. It is unclear exactly how Microsoft propose to receive linear TV as the device does not include an aerial, cable or satellite receiver; it is likely that users will plug their existing pay of free TV set top box into the Xbox which will then overlay its interface on top of the original set top box (a technique known as pass-through).

The service was launched on the 22nd November, and currently costs UK buyers £380.
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Channel 4 sign up first VOD data partners

Channel 4 sign up first VOD data partners

In May, Channel 4 announced the initial wave of advertisers to sign up to its new commercial data initiative which offers advertisers TV buying audiences on its video on demand service, 4oD, for the first time. This commercial data offering harnesses valuable first party viewer registration data from its database of over 7 million registered users. Advertising partners who have joined the data pool, to date, include: Microsoft, Nokia, O2, Bulmers, Unilever, B&Q and McDonald’s. These clients will be able to target the same audiences they buy on TV, such as 16-34s and ABC1s, on 4oD.

To run alongside the campaigns, Channel 4 has invested in a major research project to evaluate campaign efficiency and effectiveness and provide further insight into video on demand user behaviour, partnering with digital analytics company, comScore and strategic consultancy, MTM London.
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BARB expands TV audience measurement

BARB expands TV audience measurement

BARB, the official source of television viewing figures in the UK, has announced that it has appointed Kantar Spring to collect census data for TV viewing through all computer devices, including tablets.

Television screens continue to dominate the nation's viewing, although the use of computer screens is on the rise. This could be a desktop, a laptop or perhaps a more mobile device such as a tablet or smartphone.

In 2012, BARB established a programme of tracking viewing through desktop and laptop computers using a web-TV meter. Installing these meters on computers in our panel homes will deliver new insight into how viewing is taking place across different screens in the home.

Following an extensive programme of work from proof of concept onwards, BARB now installs the web-TV meter in all new panel homes. There are now almost 800 homes in which we can report viewing on desktops and laptops as well as on traditional television screens. BARB is also planning to deploy a solution for measuring our panellists' viewing on tablet computers. Roll-out should commence in the first quarter of 2014.

Reporting protocols for computer viewing are being finalised with the objective that publication of this data can start when we have completed deployment of the tablet solution in all homes that have the web-TV meter installed. This aim is to start reporting by the summer of 2014.

Tom George, Chair of the IPA Media Futures Group and Chairman of UK and Northern Europe at MEC, said: “We welcome these developments from BARB. It shows BARB to be at the forefront of gold standard television viewing measurement, regardless of which distribution platform viewers are choosing. We believe it will strengthen BARB’s position as the only complete source of how TV is watched in the UK.”

Justin Sampson, Chief Executive at BARB, said: “This news is pivotal as BARB will track audiences using metadata tags for the first time. Our initial focus is on reporting the extent to which IP content is being downloaded or streamed. The next step is to invite research companies to tender for the task of integrating this data with the outputs from our panel.”
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Box TV Internet Streamed Channels

Box TV Internet Streamed Channels

Music broadcaster Box TV has launched a free live streaming service and interactive Freeview portal for its bouquet of music channels. 4Music, heat, Kiss, Kerrang!, Box, Smash Hits and Magic can now be viewed for free through a new simulcast service on 4Music.com and the respective channel websites.

Interestingly, Box TV has also launched a new interactive TV portal for Freeview HD set top box and smart TV screens, which gives 4Music viewers on the platform access to three of the channels – Magic, Kiss and Kerrang! – by pressing the Red Button. When users press red on 4Music (Freeview channel 18) an overlay menu is loaded that contains links to the other featured channels. When a user selects Kerrang! the STB or smart TV switches from the Freeview receiver onto a web stream. Importantly the user experience is integrated into broadcast TV and there is no journey away from broadcast into an app or smart area.

Advertising is managed and sold by Channel 4 Sales, and executions will be identical to those delivered on all instances of the features channels (e.g. on satellite and cable).
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VuTV

VuTV

VuTV is an optional pay TV service delivered over broadband into Freeview HD set top boxes and smart TV screens. It launched in Autumn 2013 and is accompanied by a contract-free monthly subscription of £6.99.



Interestingly, rather than an application available in a separate part of the TV menu, like ITV Player on a smart TV, VuTV will be available via Freeview channel 238 and will be accessed almost exactly like a traditional TV channel; directly from the programme guide.

It will allow subscribers to enjoy a range of channels for big TV brands including: A+E Networks, Viacom and Turner Broadcasting. This means 13 channels including Comedy Central, MTV, CNN, History, Nickelodeon, Nick Jr. & Cartoon Network are available to connected Freeview HD homes.

Importantly, BARB will measure viewing of all VuTV channels in the same way as traditional channels, helping to increase the broadcasters’ advertising revenue generation, and deepen the reach of live TV.

Services don’t have to be subscription based and VuTV is looking to offer live channels in the future that are free-to-view, subscription-based, advertising supported, or pay-per-view.
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Sony Playstation 4

Sony Playstation 4

The Playstation 4 is the fourth-generation device in the Playstation games console device produced by Sony. Officially announced in May 2013, the system is a high-definition, high-specification broadband connected box that, offers both gaming and a multimedia experience.

For consumers wanting to compliment their game playing with video consumption, it appears that they will be reasonably well served (as they already are with Sony’s existing Playstation 3). Sony have emphasised their Sony Pictures studio strength and the eventual launch of exclusive videos coming only to the PS4, but did not confirm what the original content might be.

Using the in-built broadband connection, Sony’s console will also offer a number of streamed video services like Sony’s own Video Unlimited store, as well as Netflix. It is likely that TV broadcaster services will also become available at some time after launch. Sky have announced they plan to launched Sky Go and NowTV on the consoles later in 2014.

The emphasis placed on great quality video is the key message for advertisers. Sony will hope to position their device as one of the most capable internet-connected video experiences available to UK viewers, and will encourage content partners and advertisers to exploit the feature. The existing Playstation 3 also offers some interactive display opportunities within the main menu that brands such as Lynx and Pepsi have employed.

Sony have confirmed that the console will be available in the UK from November 29th 2013, and will be priced at £349.
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NOW TV Box from Sky

NOW TV Box from Sky

Launched in July 2013, Sky’s NOW TV Box is a small internet connected media streamer that is designed to be plugged into any normal TV and convert it into an internet-connected ‘smart’ TV. Costing only £9.99, it is a very low cost way for UK homes to get access to a large selection of applications on any TV set in the home.

It offers free access to TV content provided through apps including the BBC iPlayer, Demand 5, BBC News App & Sky News and, for those willing to pay, Sky’s own NOW TV. All content is streamed over the home broadband connection. The box itself is produced by Roku, who have has a range of low cost media streamers available globally for the past 5 years; they launched their first product in the UK in spring 2012.

For advertisers, there is the potential that spots bought in any of the commercial service available (e.g. live Sky News) will be seen by more UK viewers. Sky’s ambition is that by setting such a low price point, the box is seen as an easy way for homes to convert the tens of millions of ‘dumb TVs’ in UK homes.
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Twitter TV ad targeting

Twitter TV ad targeting

In May 2013 social network Twitter announced a service designed to help brands synchronise advertising on Twitter with television ads. The new service known simply as TV ad targeting uses "video fingerprinting" technology that identifies the advertisement being displayed on TV and triggers the delivery of a Promoted Tweet to the viewer at that moment.

These tweets may contain extra content, links to other websites or just a simple message. Using Twitter’s growing user database, different messages can be targeted to different viewer segments.

For advertisers and agencies, Twitter are also providing a data dashboard, which can be used to see in real time when their spots air and what resulting tweet activity occurs relating to the brand or TV show. The technology and dashboard are provided by Bluefin Labs, a company Twitter purchased in February 2013.

Twitter have positioned the service as allowing brands to continue the conversations they start with their TV advertising by building on the awareness they generate through TV with the interactivity and engagement of Twitter. The large user-base Twitter has amassed combined with its growth as a default TV companion application for many viewers suggests this could be an interesting second screen TV ad initiative.

Currently, Twitter’s TV ad targeting is currently available in beta for the U.S. market only, and only for customers running national TV ad campaigns. Recently, the service has been used by a number of trial brands in the US including Trident chewing gum.
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Netflix App on Virgin Media TiVo

Netflix App on Virgin Media TiVo

In November 2013, Virgin Media announced that a Netflix app for their latest set top box was being made available to all 1.8m homes which have the required TiVo set top box.

Existing Netflix subscribers can use their log in and password to get access, but those without Netflix could take advantage of a 6-month trial if the upgraded to Virgin’s top-tier packages, this was available until the end of February 2013. In all instances, homes must have a paid (£5.99 per month) or free separate Netflix account.

At its simplest, Virgin Homes have access to an even wider selection of TV and movie content on demand; it increases the overall offering by over 6,000 movies and TV episodes. It is important to point out that the Netflix offers no additional broadcast TV channels to subscribers and offers no direct opportunities to advertisers. However, it does enhance the overall position of Virgin’s service, and if it increases subscribers, on demand advertising bought in the Virgin platform will reach a wider audience.
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Entertainment TV on NowTV

Entertainment TV on NowTV

At the end of October 2013, Sky’s NowTV service launched its Entertainment Monthly Pass giving access to a wide range of TV content through the app. This gives an instant and contract-free way to access ten top subscription TV channels: Sky 1, Sky Atlantic, Sky Living, Sky Arts 1, Discovery, MTV, Comedy Central, GOLD, Disney and FOX. It allows customers to stream shows live or on demand on a pay-as-you-go basis; it currently costs £4.99 a month.

The Entertainment Pass joins the Sky Movies and Sky Sports passes to form the overall NowTV proposition.

This is significant for advertisers for two reasons: High profile broadcasters and programming are available to more homes. Significantly these linear channels will also be delivering the same advertising they carry to all other audiences. However, it also brings the possibility of on demand advertising to the NowTV service around catch-up and box set content for each of the broadcast channels currently available.
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Sky+ EPG gets a new look

Sky+ EPG gets a new look

From 18th March 2014, Sky customers will start to see a brand new Homepage on their Sky+HD boxes in the most significant shake-up to Sky’s electronic programme guide (EPG) since its introduction at the launch of digital TV in 1998. For the first time ever On Demand, including Catch Up TV and Sky Store and the Sky+ Planner now sit alongside channel listings as equal options on a new Homepage, so that customers can immediately find the shows they most want to watch, whether live or on demand. More on this VOD news here …
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Wuaki.tv

Wuaki.tv

Wuaki.tv is an on demand TV and movie service offering subscription packages, rentals and buy to own options. It is operated by Japanese online retailer Rakuten who also run online entertainment store Play.com.

All content is streamed over broadband and offers a wide selection of classic and new release TV and movie titles. Interestingly, Wuaki is unique in offering a low cost subscription as well as rental and buy options – think of it as a combination of Netflix and iTunes. The service is available on a wide variety of internet connected device such as games consoles, smart TV screens, tablets and smartphones.
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Google Chromecast

Google Chromecast

Chromecast is a new TV dongle, about the size or a large USB memory stick, which plugs into a television’s HDMI port and allows users to stream content from their tablet or smart phone onto their TV.

Now available in the UK, following an initial US only launch, it is a low cost (£30) and is compatible with any iOS, Android, Mac, or Windows app that has upgraded to support the service. As it relies on another device that many users will already own, it is a cheap way to move streamed video from a small screen on your lap onto the biggest and best screen in the home. Decipher research shows that amongst the online population, 78% own a smartphone 52% own a tablet device.

Using a standard Wi-Fi connection at home to link the two devices, users can currently stream video from BBC iPlayer, BT Sport, YouTube, Google Play, Red Bull and Netflix apps or Google’s own Chrome web browser. More applications are expected to support the feature in the future; for example, the US device now supports Hulu and HBO Go apps. It is a great opportunity for broadcasters to enable the streaming of their catch-up apps onto a wider range of big screen TV’s.

Currently there are no explicit opportunities to advertisers, however as more applications on mobile devices support the feature, more video advertising will be viewable on the largest screen at home.
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Amazon Prime Instant Video

Amazon Prime Instant Video

Prime Instant Video is the new name for online TV and movie streaming service LOVEFiLM Instant. Since February 2014, the service is now included as part of Amazon’s premium Prime subscription service, costing £79 per year.

Prime has traditionally been Amazon’s premium subscription package for online shopping, offering features such as 48 hour delivery on all items and more recently access to thousands of Kindle e-books for free.

Prime Instant Video offers users access to over 15,000 movies and TV episodes none of which are supported by video ad spots, and is essentially the same LOVEFiLM service, just rebranded. Amazon have announced some large content acquisition deals to come.
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Amazon Fire TV

Amazon Fire TV

Fire TV is internet connected media streaming box sold by online retailer Amazon. The device is a small black box similar in size and concept to its competitors Apple TV and Roku and is currently only available in the US; American consumers can get a Fire TV for $99 which is around £59.

It will allow consumers to stream content from Amazon's on demand service Amazon Instant Video as well other 3rd part video-on-demand services, for example Netflix, directly to their TVs.

Interestingly, unlike its rivals, the device can also be used for gaming and an extra game pad can purchased alongside the box to turn it into a low-end console.

However, the device does not include a traditional broadcast input (such as satellite) therefore Decipher expect the device to be used in conjunction with a traditional TV receiver such as a satellite box or Freeview receiver.

A UK launch is expected later in 2014, with pricing and partners still to be announced.
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Beamly

Beamly

In April 2014 social TV companion app Zeebox was re-launched as Beamly.

Broadly a branding and design change, the new app is designed to appeal more closely to the young (16-24s) majority female audience base that Zeebox had built up.

Even more than Zeebox did previously, the Beamly app has social TV engagement with other fans and show talent at its heart; viewers now have a destination where they can follow favourite shows and stars; find and follow other fans; discover what to watch; and interact live.

However there is a heavier focus on updating the user on the TV news they may have missed during the day as the app curates the big TV events of the past few hours.

As with Zeebox, the app knows what you’re viewing and also offers relevant content via a series of automatically generated tags. These can include extra information about a subject in a show, or actor on screen. They can even be bought by advertisers who can link a tag to their website, a product page or a branded microsite to give an interactive element to their main TV broadcast spot.

BSkyB integrate the functionality into their apps (including Sky+) and sell its synchronised ad inventory on the second screen, making it easy for consumers to take the next step into t-commerce.

TV ads are even better value thanks to technologies like Beamly, which open up a range of exciting new creative opportunities for brands and programmes to engage with audiences on second screens.
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Hulu US In-Stream Purchase Ad Unit

Hulu US In-Stream Purchase Ad Unit

US online TV service Hulu recently announced a series of online ad innovations for its popular US streaming service.

In-Stream Purchase Unit: With Pizza Hut as the launch brand, it will enable viewers to make an order without ever leaving the Hulu environment. This might be expanded to more retailers in the future. It closely resembles the on screen red-buttoninitiative Domino’s Pizza ran with Sky Digital in the UK over 10 years ago. However, touch screen devices and computers should provide an easier device though which to interact.

Hulu 360 Ad: Users can enter a panoramic exploring experience to look around things such as hotel rooms and car interiors. Jaguar worked closely with Shazam and ITV in 2013 to deliver a very similar experience.

Similar formats are already being trialled in the UK, but indicate that international development continues so see what innovations can be brought to evolving platforms and devices.
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Cinematique ‘Touchable Video’

Cinematique ‘Touchable Video’

US-based technology firm Cinematique have built and launched an online video player that tracks what viewers "touch" as they watch video on their mobile or tablet device. It can be used while watching TV shows, music videos, and branded videos.

What is interesting is that the objects are then bookmarked and saved to a "boutique" that can be purchased or shared with friends online. Cinematique's sophisticated analytics allow brands to evaluate the effectiveness and ‘virality’ of their video content by measuring the number of touches as well as views.

Perhaps one of the most obvious industries to benefit from Cinematique's software is the fashion industry. Cinematique is currently partnered with leading brands in the fashion industry including Nowness, owned by LVMH, Scotch & Soda, and Tanya Taylor.

The company are now backed by Sir John Hegarty, cofounder of the advertising agency Bartle Bogle Hegarty, and are looking to expand the service over the coming months.
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Sky TV ‘Buy & Keep’

Sky TV ‘Buy & Keep’

In April 2014, UK TV platform Sky launched a movie download service called Sky Buy & Keep. Through this, Sky subscribers have the ability to buy to own a selection of new and classics films to download and store on their Sky set top box. Delivered through Sky Store, this is designed to complement to long-standing movie rental service Sky offer.

Movies are available in both HD and SD, prices start from £5.99 and range up to £13.99. Films are then downloaded to the users set top box to be watched immediately, or stored for later. Interestingly, Sky will also automatically post the customer a complimentary DVD copy of their chosen film.

Decipher’s consumer research has shown that functionality integrated well into a customer’s primary TV viewing device, for example their pay TV service, boosts usage as the user experience of finding the content and watching is simplified. Therefore, Sky homes may find buying movies through their TV box more attractive than going to another device entirely in order to access competitors such as iTunes, Google Play or Tesco’s Blinkbox.
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BT TV ‘Buy to Keep’

BT TV ‘Buy to Keep’

Since January 2014, BT TV customers have been able to buy to own the latest blockbusters and classic films, on BT’s YouView and Vision set top boxes.

Available in both HD and SD, prices start from £5.99 and range up to £17.00. Movies bought from BT are streamed instantly to the customer’s set-top box and they can keep them indefinitely and watch them as many times as they like.

This launch is part of a big drive from the movie studios to increase the availability and popularity of digital ownership, as DVD and Blu-ray sales continue to decline year on year. Decipher’s Mediabug research shows that around 13% of the UK online population claim to have used a buy to own service in the past month.

In the UK free-to-view services, often funded through advertising, such as ITV Player and 4oD, are proving to be the most popular ways of accessing on demand content. However, ‘all you can eat’ subscription services like Netflix and Amazon Prime Instant Video are also available to UK audiences looking to top up their TV viewing with movies or box sets on demand.
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Sky News introduces a catch up TV service to its customers

Sky News introduces a catch up TV service to its customers

Sky News has launched an on-demand hub for Sky+HD boxes, allowing customers to view its bulletins and reports whenever it suits them. The interface categorises its content, which easily enables users to also discover the latest in technology and entertainment news, along with up to date weather reports and an irreverent weekly news roundup. Customers will also have access to a range of documentaries and programmes from the Sky News archive allowing them to revisit important events. “Sky News is committed to developing the ways in which customers can watch its content,” John Ryley, Head of Sky News said. “Sky News on Catch Up TV offers Sky customers the chance to curate the news how they want it at a time when we are producing an increasing amount of high quality features.”
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Channel4’s 4Now App

Channel4’s 4Now App

At the end of summer 2013, commercial broadcaster Channel4 launched a new second screen companion app later as part of its on-going viewer engagement strategy. Importantly, it is the first broadcaster to develop a dedicated aggregated app to accompany its channels and programming.


Unlike having multiple separate second screen apps for any programme that invite engagement, a centralised destination provides a one stop shop for any Channel4 second screeners.


Features of the app include programme information, social media activity and interactive content like real-time polls, votes and quizzes. Channel4 have announced that 4Now will also include exclusive content and a range of interactive experiences, including play-along games, designed to be enjoyed whilst watching specific TV programmes – similar experiences have been offer through Channel4’s standalone Million Pound Drop and Grand National HorseTracker apps.


Channel 4 will be working closely with its commercial partners to develop and trial new advertising formats and commercial opportunities for 4Now – with the app supporting interactive sponsorship opportunities and audio-triggered, real time advertising that is synchronised with ads on the main screen.


Decipher research has show that two-screen activities are more attractive to younger viewing demographics; a key area of reach for Channel4. The broadcaster reports over eight million registered users to its services, this includes one in three of all 16-24 year olds in the UK.
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Android TV

Android TV

Android TV is the third attempt from internet search giant Google, to create an operating system and user experience for the big screen TV. It is likely to be included in a range of small set top boxes which users will plug into their TV screen.

The first two efforts, the original ‘Google TV’ and more recently Chromecast, have seen small uptake particularly when compared to Google Android mobile operating system – with Android TV, Google would like to replicate this success for the connected TV space.

The new initiative will be fully linked and synched to Google’s mobile and tablet devices so all TV, music, movie and other content should be seamlessly accessible on the big screen. This will also apply to gaming which Google have outlined to be a key part of their new product.

Like the recently launched Chromecast dongles, Android TV will feature Google Cast, the technology which powers the popular Chromecast dongle-streamer from Google. This means Android TV powered boxes will be able to seamlessly take viewing sessions enabled on a mobile device and stream directly through the TV, as well as do screen mirroring of Chrome browser tabs from another device.
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ITV Channels on Sky Go

ITV Channels on Sky Go

Since June 2014 Sky Go, Sky’s multiscreen viewing app, has expanded to include all ITV channels. Subscribers to any of Sky’s TV packages get access to Sky Go included and can now view content live from ITV, ITV2, ITV3, ITV4, CITV and ITV Encore.

Initially - in the case of ITV Encore, but with other channels joining later in 2014 - Sky Go users will also be able to catch-up on missed programming or choose from a library of ITV drama box sets.Sky Go customers can now watch around 62 live channels with a compatible mobile, tablet or laptop wherever they are in the UK. At the end of March 2014, Sky Go had over 3.7 million unique users, up 13% year-on-year.
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UKTV Play

UKTV Play

UKTV have announced that this summer, the multi-channel broadcaster will be launching UKTV Play. This new Video on Demand player will replace the individual players currently representing UKTV brands like 'Dave' and 'Really'UKTV Play will initially launch on Apple iOS devices with PC and YouView set top boxes following by the end of the year.

CEO Darren Childs has outlined the intention to bring many of the strengths of broadcast TV to the service; “We will curate content by topics and events, so UKTV Play will take away the difficulty that some viewers find with video on demand: choosing what it is they want to watch.“

Content will be compiled in familiar and intuitive collections, such as by topic and real-life events, as well as featuring dynamic ‘staff picks’, box sets and advance previews of new programmes.

The digital-only service will include box sets and catch-up TV so viewers can enjoy recently broadcast programmes, as well as classic hits.As with UKTV’s current separate on demand services, such as Dave On Demand, all programming will continue to be supported by advertising.
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Next Generation of Freeview TV

Next Generation of Freeview TV

UK DTT platform Freeview and Digital UK, the company provides support for the platform, have revealed plans to develop a new Freeview-branded connected TV service which will make the best of broadcast and on-demand TV available subscription free for everyone in the UK. Freeview and Digital UK’s shareholders (BBC, Channel 4, ITV, Arqiva and BSkyB [Freeview only]) are backing the five-year plan to support the development and marketing of a connected TV proposition.

The new offer will give viewers easy access to both broadcast and on-demand TV, including a range of popular catch-up players.


Ilse Howling, previously Managing Director of Freeview, has been appointed to the role of Managing Director, Connected TV at Digital UK and will lead a new dedicated team to develop the product specification for the new service working in close co-operation with manufacturers and industry bodies and based on open standards.


The aim will be for manufacturers to launch a new range of connected Freeview HD televisions and boxes which consumers will be able to buy in store. People will be able to watch the service via their TV aerial and current broadband provider without being tied to a contract.
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Red Bull TV Channel on Sky

Red Bull TV Channel on Sky

Red Bull is to launch a linear TV channel in the UK after securing carriage with BSkyB the satellite TV platform.

The energy drink and extreme sports brand has aggressively moved into content over the past few years and its next step is a UK channel that will combine in-house content made by Red Bull Media House and programming made by independents.

According to industry sources, it has already ordered a range of programming from key UK producers and is in the process of commissioning more content.

Red Bull already operates a linear TV channel – Servus TV – in Germany, Austria and Switzerland.It bought the broadcaster in 2007 and airs a mix of factual programming, both locally produced shows and imports such as David Attenborough’s Kingdom Of Plants.
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