theibcdaily Saturday 08.09.2012 115 T-Commerce needs personalisation
For the ‘Jennifer Aniston’s Sweater’ experience to be viable, it needs to truly be one-click, says Alan Wolk, global lead analyst, KIT digital
Adland has long dreamed of a world where viewers sat in front of their television sets, buying everything from Anacin to Zest with a single click of the remote. They’ve even named it ‘Jennifer Aniston’s Sweater’ after a hypothetical situation where viewers would be able to click to buy the garment the moment they saw it on the Friends star. Only that’s never going to happen. For the Jennifer Aniston’s Sweater experience to be viable, it needs to truly be one-click, or it becomes too distracting and takes the viewer away from the show, something the actual viewer regards as a negative outcome. And the fact of the matter is that very few products fall into that category. There are always decisions to be made: what colour? What size? Where do you want it shipped? Do you want it sent overnight? Do you want a gift box? And by the time you’ve made those decisions, Chandler’s already asked Monica to marry him, and
you’ve missed out on why. What’s far more likely is a second screen experience that allows viewers to go back after the show is over and shop the product placement goods along with the advertised ones. This is a much more natural behaviour, and, if done correctly, creates an experience that feels a lot more like shopping (which is fun) than watching advertising (which is not.)
This will all happen on something we call a Social Programme Guide, a tablet- based second screen app provided by the user’s MVPD that’s essentially a mash-up of a remote control and an EPG, with an overlay of social TV features along with Twitter and Facebook (you can see KIT’s own white label version in action on the stand).
And that’s just for starters: the most exciting development of the convergence of television and the internet is going to be around personalisation and the data provided by the advent of
Opinion
mention when, where and on what device. That means better targeting, better tracking and a much higher level of personalisation of both ads and content.
In addition to not serving up tampon ads to 16 year old boys, personalisation will allow your TV (or, more accurately, your Social Programme Guide app) to start recommending products and services based on your history. The algorithms will take into account what you’ve bought, what you’ve
Alan Wolk: ‘Better targeting, better tracking’
individual second screen accounts for each member of the household. That will give broadcasters the ability to finally measure exactly who in each households is actually watching. Not to
bookmarked, what shows you like, what your friends watch, even how much disposable income you would seem to have. Advertisers would pay for the opportunity to engage these qualified leads.
Advertisers and MVPDs aside, the biggest benefactors will be us, the end users. With personalisation, we may finally start to find advertising useful, as opposed to intrusive. That alone will be worth the price of admission. 1.D71
Milestone achieved
Encompass By Ian McMurray
A ‘major broadcast milestone’ has been reached by
Encompass Digital Media Asia with the origination and transmission of 100 channels from its Singapore facility. This accomplishment comes just 18 months after the acquisition of the Singapore facility by Encompass and highlights, says the company, the success of the company’s aggressive growth initiatives. “This achievement is
extremely meaningful to the company and is representative of the rapid expansion in the media and telecommunications sectors in the Asia Pacific region,” said Bill Tillson, president and chief operating officer for Encompass. “With substantial capacity available at this facility, we look to continue to grow our client base and enhance our service offerings.” 5.C19
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