connect - IAB Community

CONNECT
Christophe Vanden Berghe -­‐‑ IP TV Planning Coordinator
SECOND SCREEN
TELEVISION
WEB
www.rtltvi.be
www.clubrtl.be
www.plugrtl.be
APPS
CONNECT
What is it ?
Interac(vity CONNECT
What is it ?
Adver&ser Interac(vity RTL Channels TV Viewers CONNECT
What for?
Engagement CONNECT
What for?
§  To engage the viewers during programs & ads breaks Engagement §  To involve adver&sers & TV viewers = Actors §  To strengthen memoriza&on & a@en&on degree §  To create an emo&onal link between viewers & contents RTL BECOMES INTERACTIVE WITH CONNECT
PENETRATION
2014
960.000 23% NUMBER OF APPLICATIONS RTL DOWNLOADED* WHICH MEANS A 51% INCREASE IN ONE YEAR AND A 47% INCREASE SINCE THE LAUNCH OF CONNECT SHARE OF TV CHANNELS ON THE TOTAL NUMBER OF APPLICATIONS RTL DOWNLOADED* 219.000 TV CHANNELS APPLICATIONS DOWNLOADED HAVE A “CONNECT” ENVIRONMENT (RTL TVI, CLUB RTL, PLUG RTL) Source : IP New Media – February 2014 * : Ac&ve apps – RTL.be, CLUB RTL Foot, TV Channels (RTL TVI, CLUB RTL, PLUG RTL), Radio Contact, Bel RTL, Télévie (iOS and Android) AUDIENCE
2014
765.000 29% VISITORS EVERY MONTH ON RTL TV CHANNELS SITES WHICH MEANS A 11% INCREASE IN ONE YEAR SHARE OF MOBILES AND TABLETS THEY REPRESENT 29% OF TOTAL VISITS OF TV CHANNELS SITES (RTL TVI, CLUB RTL, PLUG RTL) Source : IP New Media – January 2014 * : TV Channels (RTL TVI, CLUB RTL, PLUG RTL) DUAL STRATEGY
INTERACTIVITY ON RTL CHANNELS
Programs Adver(sing DUAL STRATEGY
INTERACTIVITY ON RTL CHANNELS
Programs Adver(sing INTERACTIVITY WITHIN PROGRAMS HAWAI 5.0 UN DÎNER PRESQUE PARFAIT JOURNAL 13H / 19H + METEO CHAMPION’S LEAGUE + EUROPA LEAGUE (*) BELGIUM’S GOT TALENT – SEASON 2 L’AMOUR EST DANS LE PRÉ – SEASON 5 NOUVELLE STAR – SEASON 10 TOP CHEF – SEASON 5 28 August 2013 02 September (*) CL, EL, Je le savais = applica&on on its own 17 22 29 31 October November 20 December January 2014 February Coming soon in 2014 : Je le savais! (*) March INTERACTIVITY WITHIN PROGRAMS INTERACTIVITY WITHIN PROGRAMS EXPERIENCE ON PROGRAMS
RTL SPORT
Launch of the Mul(-­‐cam applica&on on 17th of September on tablets and smartphones §  Access during the match to all videos and match stats §  Choose the best camera angle during Football matches from the Champion’s league & Europa League matches §  Interac&ve : 3 tweet feeds INTERACTIVITY WITHIN PROGRAMS 1%
Source : IP New Media – September-December 2013 TV Audience CIM TV – Live
UP TO 1% OF THE TV AUDIENCE USES THE
"CONNECT" ENVIRONMENT DURING
PROGRAMS WHICH HIGHLIGHT THIS FUNCTION
DUAL STRATEGY
INTERACTIVITY ON RTL CHANNELS
Programs Adver(sing INTERACTIVE TV SPOT
INTERACTIVE TV SPOT
Spot Spot Spot eGRP Spot Spot INTERACTIVE TV SPOT
CONNECT WITHIN COMMERCIAL BREAKS
07
22
September
2013
October
04
November
18
December
08
16
16
January
2014
February
March
CONNECT WITHIN COMMERCIAL BREAKS
BEST PRACTICES
Call to action
THE BIGGER / BRIGHTER CALL TO ACTION,
THE BETTER THE RETURN
GRP volume
DON’T UNDERESTIMATE THE MINIMUM GRP VOLUME NEEDED
RTL TVI share
CONNECT HAS A BETTER EFFICIENCY
WHEN APPLIED ON RTL TVI
Peak Time
BEST CLICK RATES AROUND 7pm AND AFTER 10pm
TV efficiency
THE "CONNECT" SIGNATURE CONTRIBUTION
DOUBLES THE CONTACTS OF A TV CAMPAIGN
à STUDY CONDUCTED BY
INTERACTIVE ADS EFFICIENCY
NIELSEN 2013 STUDY
§  50% Connected TV users declare they have already interacted with a spot §  Among those who interacted : §  15% think to buy the product immediately §  24% talk about the adver(sing §  20% seek more informa(on on brand/product on Internet Source : Smart TV usage / Nielsen – 5 countries : Germany, United Kingdom, Spain, Russia and Australia – June 2013 – n=2000
WHAT’S NEXT
Develop the second screen offer §  SNAP TV launch on April 1st §  « Je le savais » (What do I know) TV show §  « Rising Star » Connect : increase installa&on & usage §  Combine programme and adver&sing impacts : Le Jeu Connect LE JEU CONNECT
Christophe Vanden Berghe -­‐‑ IP TV Planning Coordinator
cvandenberghe@ipb.be