interactive advertising on the windows media center platform

Interactive Advertising on the Media Center Platform

Dan PolingDirector, Product PlanningMicrosoft Corporation

Media Center OpportunityPartnersInteractive ad demoSchematic’s contributionsSupporting researchIndustry assumptions being testedNext steps

Session Agenda

Advertising on Media CenterWhy are we investing?

Media Center OpportunityBest broadband, on demand video ContentDifferentiated value proposition for AdvertisersBetter entertainment experience for Consumers

Media Center ResponseForm industry partnershipsBuild proofs of concept and test assumptionsSolicit feedback and refine the solution

Advertiser Value PropositionMedia Center matters to Madison Avenue

Relevant Viewers – Media Center viewers represent an emerging and important audience, and that audience can be targeted from advertising service platformsEngaged Viewers – Media Center delivers advertising that entices viewer participation with interactive capabilitiesMeasurable ROI – Media Center provides a rich client framework for capturing and reporting viewer engagement

Advertiser: NissanAgencies: OMD, TequilaContent Owner: National GeographicSolutions Partner: Schematic

Project PartnersInteractive Advertising Proof of Concept

Media Center Interactive Ad Two Takes (if I haven't talked too long)

Dan PolingDirector, Product PlanningeHome – Media Center

demo

Schematic's Role & ContributionsJason BrushSenior Vice President, User ExperienceSchematic

partner

About SchematicOne of the top 10 interactive agencies in North America

A partner to Fortune 500

Thought leaders in Design, User Experience, Technology and Strategy

Multiplatform: About 50% Web

The leading developer for iTV

The leading designer/developer for Windows Media Center

Background: Media CenterCapabilities Drive Interface:

Video for navigation

Motion graphics

Transitions

The Making of . . . a Media Center Interactive Ad Experience

Existing Broadcast Ad ModelsAd Supported Paid Subscription

Sponsorship: Voluntary FundsProduct Placement

ABC: Lost HBO: Rome

PBS: NovaFOX: American Idol

Advertisement

Promotion Programming

Coke Cups

Relevant Online Models

Relevant Online Models

ABC Full Episode PlayerSponsored + Ad-Supported (Interactive)

Interaction Model

Wireframes / Storyboards

Design Comps

Motion Test

Jason BrushSenior Vice President, User ExperienceSchematic

demo

Supporting ResearchConsumer Research

Synovate/ClipBlast! – "32% described Web video as too commercial – there are too many video ads."“ABC says 87% of users could recall the advertiser that sponsored the episode viewed.” Qualitative feedback about online video ads:

Ad length, Ad frequency, TimersQuantitative research on interactive ads:

Day after recall, Purchase intentTelescoping, Social effect

Industry Assumptions Being TestedDrive to specific points of feedback

10' ads will be different from 2' adsEvolution preferred over revolution

:30’s are still main event enhanced by new capabilities

Introduce ‘Bug’ as an ad PromotionExpose interactivity w/o consumer clicksUse animation to educate consumers about interactive ‘intentions’ of the bug

Click to Return vs. TimerLeave Behind ‘substitute’

Media Center Ad FrameworkTemplate Driven

Set of standard formats that scale beyond MicrosoftCreate a framework that makes it easy for advertisers to achieve a rich interactive modelEnable advertiser differentiation opportunities

Next Steps

Industry feedbackAdvertisersAgenciesContent owners

More proofs of conceptConsumer testingIdentify go-to-market partners

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evaluation

© 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions,

it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.