[나스TV] TV+DIGITAL의 결합! IPTV의 광고 경쟁력 5가지🖐(ENG SUB)

First, let's start with a brief explanation of IPTV media.

IPTV

refers to a platform that provides broadcasting services in a

streaming method using Internet Protocol Television, that

is , real-time channel

data being transmitted by broadcasters

. It

can be viewed as a service that can be viewed

through

a TV

device by streaming it

from a set-top box connected to You can enjoy

various entertainment services such as games> and at

home.

As it is a platform based on the Internet network

, each of the three domestic telecommunication companies provides

IPTV platforms .

There are SK Broadband's B tv and LG U+'s U+tv.

As of December 2021, the number of subscribers of the three IPTV companies was about 27 million households,

showing steady growth since the number of cable TV subscribers reversed in 2017 .

IPTV platform subscribers are composed of high-income, 3059 households residing in the metropolitan area,

which

means

they

have

premium

users with high purchasing power

. By region, the number of subscribers residing in Seoul-Gyeonggi-Incheon was

close to 49%, and by

age group, 40s-50s-30s accounted for a large

proportion.

In summary, IPTV is an Internet network It is a platform that provides broadcasting services in

a streaming-based method, providing

various entertainment services such as games and performances in

addition to broadcasting contents such as real-time channels and

VOD

.

It is considered to be competitive as an advertising medium. In

the second part, I

will discuss the competitiveness of the IPTV platform as an advertising medium in a

little more detail. As I

said earlier, IPTV is a platform that can enjoy broadcasting contents

based on the Internet network.

In this regard, IPTV is a legacy media.

It can be thought of as a platform in which

the characteristics of

TV and digital media, which are new media, coexist

. It can be viewed as a

traditional TV medium

in that it provides broadcasting services

such as real-time channels and VOD contents based on TV devices,

and the Internet network

Because it provides streaming services

based on connected digital set-top boxes,

it can be viewed as a digital medium.

The characteristics of IPTV

platforms are closely linked to advertising competitiveness

. The fact that a sensible branding campaign is possible, as well as the fact that you can focus on marketing targets like a

digital advertising medium, and pursue efficiency, is also the competitiveness of

IPTV advertising. -Counting-Viewability-Brand Safety

First of all, I will explain the competitiveness related to targeting

. IPTV is a broadcasting advertisement that can be targeted according to the characteristics and interests of each household

, unlike traditional broadcasting advertisements . This is because it is possible to control advertisements for each set-top box by

using the dressable advertisement transmission technology.

For example,

if the same advertisement is sent to an unspecified number of

traditional broadcast advertisements,

IPTV advertisements select only households with children and display

advertisements targeting children.

Currently , IPTV advertisements

provide a variety of targeting options.

Audience targeting considering viewers’ interests

based

on IPTV viewing history and mobile data

Real-time ads only)

Expose

or advertise movie opening advertisements by specifying movie categories

Category and program

targeting (VOD) that allows

you to select and target only high-model performances

The second competitiveness is

that it is possible to execute reasonable broadcast advertisements with the COUNTING complete viewing and billing method. Unlike traditional TV media that guarantees the number of transmissions ,

IPTV

advertisements are only charged for advertisement exposures that are actually 100% fully viewed,

so it can be considered economical. In

addition to this, due to the characteristics of the TV platform,

it has a companion viewer in the household, so you can

see that the actual exposure amount is higher.

Next, I will

introduce the competitiveness of IPTV advertisements

in REPORTING . In contrast,

IPTV advertisements provide

more accurate analysis results of advertisement effects

through a comprehensive survey method.

IPTV can provide detailed and accurate report data

based on the total data by utilizing the logs left in the digital set-top box.

We provide reports by region/time zone, and in the

future, we are upgrading to provide reports related to

advertisement viewers' interests and

media usage behavior .

Another advantage

is this advertisement viewability that is becoming more important

with the growth of the digital advertisement market.

Visibility refers to advertisement visibility. It is

a standard indicator

that can measure whether an advertisement is actually perceived by viewers,

not simply exposure. According to

one study,

brand image and purchase intention and

recommendation intention increased

when video advertisements last 15 seconds or

more and occupy more than 50% of the media screen. Advertisements are exposed through the screen to

obtain a high level of attention and are similar to

VOD ads . In

this case, since advertisements are exposed in a

non -skip method,

full viewing of viewers can be guaranteed and

high viewability can be provided

. In the

digitized

advertising market,

advertisements may be exposed

along with an unspecified number of inappropriate and harmful content,

as has recently been an issue due to the exposure of sensational creatives

on online video platforms. If harmful

content and advertisements are exposed together, it

can create a negative impression on consumers, so

it is important to secure brand safety.

IPTV provides well-made content that complies with legal regulations to

ensure brand safety We have secured space for available content and

inspected advertising materials in accordance with the broadcast advertisement deliberation regulations

to prevent exposure to provocative subject matter or advertisements outside of the regulations

. TARGETING, COUNTING

I introduced the

competitiveness of IPTV advertising

with

five

keywords:

, REPORTING, VIEWABILITY, and BRAND

SAFETY

. The fact

that it is a reasonable broadcast advertisement that can maximize budgetary efficiency by

charging only for advertisements that have been advertised

also has the advantage of being able

to check all data based on the digital set-top box based on the Internet network, so

that more detailed and accurate reports can be provided. Because

it is exposed to the large screen of the

advertisement and can guarantee full viewing of advertisements

in a non-skip method with high attention , we can provide high

viewerability

. It can be said to be a safe advertising medium because it can guarantee brand safety.

You might be wondering what kind of

IPTV advertisement products that have the strengths of TV advertisement and DIGITAL advertisement like

this?

You can check the IPTV advertisement product introduction along with today's contents, so please

refer

to

the link at the bottom of the video

.