TV-ID makes personalised customer address via the TV possible
The TV is and will remain to be the most attention-grabbing mass medium. It is the only medium that allows millions of viewers to be reached by emotional messages within a few seconds. This communication channel does however have a decisive disadvantage for advertisers and all e-commerce retailers: It is anonymous and offline. The TV shows a clear deficit when it comes down to the direct and measurable activation of the viewers.
teveo’s TV-ID offers the solution: In the era of Connected-TV and HbbTV, TV-ID is combining the strengths of the television with the interactivity of the Internet for the first time ever. This places a totally new, highly-efficient advertising and sales channel at the disposal of the advertisers and e-commerce retailers, which in turn allows them to address the TV viewers in real-time in a personalised manner, and enables a direct response without media disruption as well as offering them an effective means of measuring their success.
Direct dialogue with the viewer
via TV-ID
TV-ID provides advertisers and e-commerce retailers with the opportunity to easily identify and personally address TV viewers. The possible application fields of this interactive technology are manifold: Thanks to TV-ID, the advertisers can finely attune further additional information specifically to suit the viewer and generate valuable leads in a direct process without the time-critical forwarding on of addresses – whether in the scope of a prize-draw, offering a sample product, for couponing or the opportunity to register immediately for a test drive of the latest car model during the TV spot.
At the same time, TV-ID offers e-commerce retailers a totally new sales channel, which ties up directly with the TV experience: The viewers can order the goods and services seen or purchased on TV immediately and the appropriate contents such as VoD offers or live streams can be activated by simply pushing a button on the remote control.
Initial campaigns show:
Interactive TV advertising works
Thanks to TV-ID, the major strengths of TV and the Internet can be conveniently united in one channel: For the first time ever, advertisers and e-commerce retailers can connect the high reach of the mass medium TV with that direct personalised customer address, which only is possible online. With great success: Initial campaigns implementing TV-ID demonstrate an extremely high click-through-rate of up to two percent, which already significantly outreaches the classic Internet. With conversion rates in the mid one-digit range, TV-ID today already is demonstrating its strong lead generation potential.
In addition to the unique opportunity for a cross-channel and cross-device identification of the viewer, the advertisers particularly profit from the targeted control of their messages and offers, which can be intelligently adapted to the TV experience of the viewer and thus leads to a higher advertising effectiveness. As a result of manifold and combined targeting opportunities in the scope of big data, the target accuracy of the target group address is additionally optimised.
Simple and measurable:
Cross-media customer bonding
teveo makes interactive TV doubly interesting for the providers, since TV-ID makes it possible for the first time ever to permanently connect second screen devices to the television. This enables the advertisers and broadcasters to ascertain quite simply whether a viewer is watching his TV spot or channel and using his smartphone simultaneously.
At the same time, TV-ID also enables the viewers to be addressed on second screen devices in real-time. Thanks to HbbTV, this interactive TV communication can either be linked up to the current programme in terms of content or implemented in a cross-manufacturer way on the portals of the TV manufacturers. The response of the viewers can thereby be accurately measured across all media. Cross-media campaigns become even more effective as a result.
One registration suffices
Using TV-ID is remarkably easy and also advantageous for the viewer: As soon as an additional information that the viewer finds attractive and that he feels offers him direct added value, is displayed on top of the current TV signal, he presses the red button on his remote control. The next step takes him to a TV landing page without media disruption, where an individual code is displayed. The viewer enters this code via computer or second screen device (i.e. smartphone, tablet, laptop) on a registration page on the Internet. The registration is then completed and both media, the TV and the Internet, are permanently connected to each other for this viewer.
After an initial registration, the TV-ID administrates the personal ID and log-in data on the screen for the registered viewer. A further entry of personal data, such as the address or payment information is thus no longer necessary. In order to participate in further campaigns directly via the TV, it suffices to simply press a button on the remote control. All related processes always comply with the strict privacy protection standards valid in Germany.
Advantages for the TV viewer
- The viewer is offered an additional usage and personal added value by the mass medium TV, without the need of additional devices (e.g. smartphone) or an app.
- Individual access to premium contents and services of a wide range of partners via the mass medium TV. There is no standing charge and no additional device or software has to be purchased or installed.
- SSO (Single-Sign-On): one-time log-in – enjoy all advantages unlimitedly.
Advantages for the advertisers and e-commerce retailers
- Complete leveraging of the huge potential of interactive TV through the direct interaction with their customers.
- Increased awareness (“Stopping Power”) through the direct and individual address of the viewers via the mass medium TV.
- Measurable response in real-time across all electronic media used.
- Cost-efficient and effective: Relatively low additional costs necessary to make their TV communication interactive.
- Synchronisation of the ‘second screen’ with the current TV spot or TV programme.
- Completion of the entire sales funnel is possible, from the awareness through to the purchase transaction. There are no limits here.