May 24-25, 2005
London, UK

On 24th and 25th May, 2005, the 2nd Annual iTV Advertising Show will take place at Earls Court Conference Centre, London, UK.

The previous event in 2004, was a great success. According to Mark Connolly, Head if Interactivity, IDS "the quality of the attendees was one of the best that have been seen at any conference in terms of the number of agencies, clients and other broadcasters". To Jeanette Honiball van Zyl, General Manager, Oracle Airtime Sales Innovation, South Africa, "the quality of the speakers and the relevance of the content were outstanding."

The first day of the show will examine the impact of iTV advertising on branding, how campaigns are being benchmarked worldwide, as well as the impact of PVR’s and on-demand TV on advertising strategies.

Sessions will include:

UNDERSTANDING THE INTERACTIVE TV ADVERTISING MARKET

• Understanding the commercial rationale for delivering interactive TV advertising
• Building the business case for interactive TV advertising
• Designing and Launching iTV advertising: A US Case Study

DEPLOYING INTERACTIVE TV ADVERTISING WORLDWIDE

• Deploying iTV advertising services in the US – What appetite does the market have?
• Delivering iTV advertising over cable in the US
• South African Interactive TV Advertising Market: An Update and Pan-Africa iTV opportunities and challenges for the future
• Benchmarking interactive TV advertising campaigns worldwide

USING ITV ADVERTISING FOR BRAND BUILDING

• Delivering enhanced program sponsorship to leverage the brand
• In the world of Interactive Advertising, Content is the cornerstone of success
• Key challenges involved with delivering iTV advertising for brands

THE IMPACT OF ON-DEMAND TV & PVR’S ON ADVERTISING

• The impact of video-ondemand on TV advertising: Delivering TV advertising over IPTV, New Technology, New Opportunities?
• The threats and opportunities of PVR’s
• Analyzing the changing TV model, concentrating on the role of PVR devices
• Learning from Worldwide Interactive TV Advertising Campaigns; Best Practice

The second day will focus on Creativity, Research, and how accountable and effective iTV is for direct response, and therefore how the medium is measured. Parallel to the Interactive TV Advertising Show, an exhibition of leading iTV advertising companies will take place, and the D&AD iTV advertising awards will be presented.

BUYING & CREATING iTV ADVERTISING CAMPAIGNS

• Planning and developing an iTV ad campaign from concept to delivery
• Creating a “brand experience” and not just a “brand hit”
• Giving something back to the viewer – the sales promotion angle

DELIVERING DIRECT RESPONSE WITH ITV ADVERTISING

• Utilising iTV as a direct response for the automotive industry
• Developing targeted interactive TV advertising campaigns that are relevant to each audience
• How successful is iTV advertising when compared to other direct response mediums?
• How advertisers would like to use iTV for direct response

RESEARCHING AND MEASURING ITV ADVERTISING

• Evaluating digital TV advertising expenditure: comparing the systems and methods available
• Accurately Measuring and Optimising Interactive Advertising Campaigns on UK Cable
• Concept Testing and Pre-Launch Development for interactive advertising

FUTURE ADVERTISING MODELS AND TECHNOLOGIES

• Major considerations in interactive TV Advertising
• Authoring for iTV advertising
• D&AD Awards Preview – Best practice in Interactive TV Advertising
• Understanding and exploiting interactivity on TV to create and build your brands.